Ask an operator when they last raised their rates and watch what happens to their face.
I have had this conversation more times than I can count, and it goes the same way almost every time. There is a pause, followed by some version of “it’s been a while.” Then, usually within about thirty seconds, a list of reasons why this particular year is the wrong year. The market is soft right now so I can’t. A new studio opened down the street and poached my members. Next quarter, maybe, once things settle.
Things never settle. That is not what businesses do.
Meanwhile, the rent, payroll, and insurance went up, and the equipment lease renewed at a number nobody enjoyed reading. Every input cost in the building moved except the one the operator actually controls. Pricing is the single most powerful lever an owner has, and it is the one most owners touch least, usually because of a fear that their own numbers would not support it if they ever ran them.
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