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dr Pilates Studio

How Dynamic Pricing Helps Manage Class Attendance

By Meredith Simmons

When Doug Riccio opened dr pilates, he struggled with attracting new customers to the Los Angeles-based Pilates studio. He turned to numerous marketing tools to help him attract and gain new customers, including the Mindbody app and a dr pilates-branded app.

Now, three years after first opening his doors, Doug has the opposite problem—classes are booked up weeks in advance, and the studio is popular enough to open a second location in February 2018.

This presented Doug with a new challenge: how could he reward his permanent members by giving them spots in the busiest classes, while still welcoming new students to his business?

“We are being more selective and cutting back the number of people that can book, especially for our more popular classes,” Doug explained.

To solve this problem, Doug turned to dynamic pricing, a feature offered to Mindbody customers. Dynamic pricing allows businesses to set a range of drop-in prices for their most popular classes. With this tool, Doug can set a premium for non-members who want to attend his frequently filled classes, and Mindbody automatically adjusts the price based on real-time factors like available spots and how soon the class is starting.

Since using dynamic pricing, Doug has seen revenue come to dr pilates that he wouldn’t have otherwise earned, leading him to consider how he converts members who drop in via dynamic pricing to fully paying customers.

“I want people to come in on Mindbody dynamic pricing, and switch over to full membership,” Doug said.

Because Doug can prioritize how many spots are available in his classes for people purchasing dynamically priced spaces, it’s an advantage to be a member, rather than continuing to drop into class.

Dynamic pricing can help you manage your class attendance.

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About the author:

Meredith Simmons

Senior Content Marketing Specialist and Certified Group Fitness Instructor


Meredith is an avid sports fan and group fitness addict, which lead to her becoming a certified fitness instructor in 2019. A long-time Mindbodyian, Meredith helps tell the stories of the thousands of businesses using Mindbody to make the world a happier and healthier place.


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