What to charge for a reformer class in Spain

Pricing is the decision new owners agonise over least and regret most. It is also the one where good information is hardest to find, because studios publish a price but not a rationale, and the loudest advice online is written for the American market where the numbers are different.

So here are ours. These are the benchmarks built into our onboarding, from spot-checks of five to ten independent and boutique studios per area across 2025 and 2026. They are the same numbers a studio sees when it sets its packs up with us.

The bands, by market

Four rules that matter more than the number

1. Price the pack, not the class

Healthy studios take most of their revenue from packs and memberships, with drop-ins as the edge case. That is not an accident of preference, it is a design choice: a client holding five credits has a reason to come back on a wet Tuesday, and a drop-in client has a fresh decision to make every week. Some weeks they will decide no.

2. Do not price the drop-in near the pack rate

This is the single most common pricing mistake. If a drop-in costs €22 and a ten-pack works out at €20 a class, you have removed the reason to commit. The gap has to be visible enough to change behaviour: a ten-pack should land somewhere around fifteen to twenty-five percent below your drop-in, per class. Look at the bands above and you will see that is roughly what the market does.

3. Expiry is a pricing decision

A ten-pack with no expiry is a discount with no commitment attached. A ten-pack valid for three months is a commitment, and it is also a promise you have to be comfortable enforcing. Two or three months for a ten-pack is normal and fair. Whatever you choose, say it clearly at the point of purchase, not in a policies page.

4. Raise prices on new clients first

When you increase prices, existing clients keep their rate for a defined period and new clients start at the new one. It costs you very little, it removes almost all of the awkwardness, and your regulars hear it as loyalty rather than as a rise.

What about a free first class?

For a new or quiet studio, yes. The spot you give away was most likely empty, and a first reformer class is a genuinely hard thing to talk somebody into paying for when they do not know what a footbar is. Set it so only first-time visitors qualify, and make the next step obvious the moment the class ends.

For a studio with waitlists on its best classes, no. You are giving away spots you could sell, and the people taking them are the ones who were going to book anyway.