pricing

Unlimited Membership

Also called: monthly unlimited, all-access membership, unlimited classes membership

An unlimited membership is a recurring monthly auto-renew plan — typically $149–$249/month — that lets a member attend as many classes as they want within the billing cycle.

Unlimited memberships are the revenue floor of a healthy boutique studio. They lock in predictable monthly cash, smooth out attendance swings, and create a default expectation of attendance: once a member is paying $189/month, they show up 8–12 times per month to make the math work.

The pricing math is straightforward. If your average member visits 10 times per month and your effective per-class price on a 10-pack is $22, the equivalent unlimited price is roughly $220 — but most studios anchor unlimited slightly below that (say $189) to make the upgrade obvious. The 10% discount versus the pack is the explicit lever that converts pack buyers to members.

Where unlimited memberships break: studios with very low class frequency (under 4 visits/month per member) lose money on heavy users because the average member subsidizes the outlier. Common defenses are a soft cap (e.g., a 'fair-use' policy of 20 visits/month) or peak-vs-off-peak restrictions on the cheapest unlimited tier.

Most studios offer 2–3 unlimited tiers: a basic unlimited at $149–179, a premium tier with perks (early booking, guest passes, retail discount) at $199–249, and an annual prepay at roughly 10 months' price for 12 months of access. The annual prepay is the highest-LTV product on most studio menus.

Example

A reformer pilates studio prices drop-ins at $35 and an unlimited monthly at $229. A member who attends 12 classes/month at unlimited is paying $19.08 effective per class — cheaper than the $30/class 8-pack rate. The studio captures $229 of predictable cash whether the member shows up 6 or 14 times.

Related

More terms in pricing

Class Pack
A class pack is a pre-paid bundle of fitness classes a member buys in advance — for example, 10 classes for $200 — and redeems one at a time when they book.
Drop-In
A drop-in is a single, full-price class purchased on its own — usually by a non-member, a visiting client, or a member without an active package.
Punch Card
A punch card is an older physical or paper version of a class pack — the studio punches a hole or stamps the card each time a member redeems a class, until the card is full.