Raise no more than 20% at a time, give every family 30 days notice, and tie the new price to what the athlete gets. Then pick one of three paths: raise for new families only, raise for new families and lock current families in, or move everyone to one price.
My three rules
- 30 days notice before any family's bill goes up.
- 20% max per raise. If you're further behind than that, take two steps.
- Grandfather on purpose. If you promise a locked rate, write it down and keep it.
Pick one of three paths
- Quiet Raise. New families pay the new price starting today. Nothing changes on a current family's bill, so there's nothing to announce.
- New-Family Raise. New families pay the new price, and you thank current families by locking in their rate.
- Full Raise. Every family moves to one price with 30 days notice. This one needs the announcement, the conversations and answers ready for the questions you'll get.
Before you pick, run the numbers for each path: how much each one adds per month, and how many families you could lose and still come out ahead.
Explain why before what
"Change doesn't kill businesses. Poor communication of change kills businesses."
Collier Buttgen
When you raise your price, don't apologize. Explain it. Connect the new price to something the athlete actually gets: better coaching ratios, a real program plan, evaluations, progress reports or a better building.
Run the 30 days in order
- Talk to your top 10 families personally before anything goes out.
- Send the announcement to every family: what's changing, why, what the athlete gets and the date.
- Give your front desk and coaches the same written answers so every family hears the same thing.
- On day 30, the new price starts. Keep every locked rate you promised.
What to say
Keep the announcement short and specific. Something like:
"Starting [date], memberships move to [new price] every four weeks. Here's why: [the specific improvement]. Your athlete keeps their training time, and here's what they get this season: [what's included]. If you have questions, call me directly."
Sample announcement
Some families will ask for an exception. Decide before the announcement who keeps a locked rate and why, so you're not making it up at the front desk.
