Explained: Why CrossFit Gyms are Removing Prices from Their Website

Michael Groff
Michael Groff

So the other day the Morning Chalkup came out with a new article explaining how some gym owners are starting to removing pricing from their website. It can seem counter-intuitive because if someone is coming to a gym's website, shouldn't they be able to see how much it costs to become a member?

Well, in this article, I'm going to explain a little bit why gyms are starting to remove pricing from their website entirely. I'm a pro web designer, certified local SEO specialist, and I've actually been doing this for a long time for my agency, Fitr Media, and it's actually quite an effective strategy, especially if you're a gym owner trying to acquire more members.

Convince a Member Based on Your Gym's Value, Not Price

So here's the deal, when someone is looking for a gym to go to, they probably have a goal in mind that they would like to accomplish. It could be to lose 20lbs, build more muscle, or just be a part of a community.

For me, when I first started CrossFit around 3 years ago, I wanted to be able to do what I saw my friends doing. Lift heavy, walk on their hands, and just look super jacked while doing it.

The point is people have a goal that they want to use a gym to accomplish. And if you, the gym owner, can help them hit that goal, price becomes secondary in their mind.

For example, let's say someone named Tom is looking for a local gym in his area. He's 45 years old, has been overweight his whole life, and he's hoping that by finally getting a gym membership, he'll be able to get that six-pack he's always dreamed of.

The first thing Tom does is starts looking for gyms near him and starts comparing prices to get the best bang for his buck. To him, all the gyms look pretty much the same, so the price seems to be the only differentiating factor.

But then, he lands on a website for a gym right down the road and he's intrigued by all the testimonials of people just like him hitting their goals, and he looks for pricing. But since he can't find any prices on the site, he contacts the gym owner instead.

The gym owner then goes on to explain to Tom the value that his gym has to offer, and how they have helped countless other people just like Tom, crush their goals.

Then comes the pricing.

The gym owner continues to share the pricing for the gym, but by this point, Tom is already convinced that this gym is exactly what he needs to finally get that six-pack that he's always wanted! And he decides to start his membership right on the spot, even though it's a little more expensive than the other gyms he was looking at.

Buying on Emotion, Justifying with Logic

There's a phrase that says, "Buy on Emotion, Justify with Logic". Basically, it means that when someone really wants something (the emotion), they'll justify why they need it, with logic.

For example, say an Apple enthusiast really wants the new MacBook Pro but it's a lot more expensive than he was expecting to pay. He then starts to convince himself that yea, he should really have the new MacBook Pro because the enhanced speed will help him get his work done faster. He then continues with the purchase.

In that example, the Apple enthusiast really wanted the new Macbook Pro (that was the emotion), so he convinced himself (with logic) on why he should have it.

This is one of the reasons why gym owners are seeing such great results when removing prices from their site. They can get on the phone with a lead and explain the value that their gym offers, and how their gym can help them hit their goals. Because once a prospect believes that a gym can solve their problem, price becomes secondary.

Share Your Gym's Value, Not Just the Prices

However, you have to make sure you're explaining the value of your gym and not just the pricing when a prospect calls you. In the Morning Chalkup's article, gym owner Etienne Booth, shares his experience when it comes down to sharing pricing...

"Etienne Booth the owner of Engrenage in Chicoutimi, Quebec, warns removing your prices from your website is 'not a solution on its own,” he said. “It needs to be part of a system that reflects your business direction.' "
"This business direction comes down to relationship building. Therefore, if you get a prospect on the phone and all you do is tell them the price to train at your gym, you're missing the mark, he explained. 'We wasted time at first constantly answering price questions,' he said. But once he started pairing this with a real effort to engage the prospect and find out what they want and need -- once he started to uncover the prospect’s 'pain,' he explained -- it led to more success."

Get a Free Website Audit

If you're a gym owner that hasn't been getting many new calls/customers from your site, I'd love to give you a free website audit. Just send me your website's URL here, and I'll send you a website audit video within a few days.

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