While the majority of studios sit at $40 a class, one outlier’s charging double by building brand first. Not every class is priced exactly at $40; some are set at $39, $35, or $37, but these slight deviations are hardly misleading. $40 is the price point where the economics of running a studio—factoring in instructor training, equipment, and rental space—balance out. In cities like Los Angeles, San Francisco, and Seattle, adhering to this pricing standard is crucial. Price too high, and you risk being undercut by competitors; price too low, and you're seen as inferior in a market where perception rules. Our survey of ten different studios across these cities found that nine consistently priced their offerings within this range.

With one exception: Liana Levis’s Forma Pilates. Forma’s in the spotlight with features in the New York Times, posts from Hailey Bieber on Instagram, and a Vogue story exploring the studio’s allure. Yet, inside its well-publicized doors, the strategies Levi employs are replicable. They revolve around classic brand-building techniques that any studio owner can implement to boost their own brand and justify higher pricing. We’ll break down the three pillars of Forma’s approach - Referral, Price, and Location.

1. Referral Only: Build Your Niche Audience

Forma only welcomes new members if a current one vouches or if they share Instagram mutuals with Ms.Levi. The latter may sound a bit ridiculous, but it's just the type of social proof that makes Forma. The studio is a social circle first and a training gym second, and that works for this audience. The approach mirrors the success of members-only clubs like Soho House, where curated exclusivity drives desirability. Referral-only can be tailored to attract specific niches other than influencers too, such as college students, young moms, or working professionals. It’s a tool to cultivate a cohesive, strong audience at base.

2. Pricing, Pricing, Pricing!: Capitalize on Your Loyal Followers

A class at Forma doubles the industry standard at $75 per. Now that sounds expensive, and it is, but we think Levi is underpricing and isn’t capitalizing on her brand enough. For an eight person class, she brings in $600, matching revenues with the $40 fifteen person classes offered across LA. She’s more profitable because of less equipment and overhead, yes, but she’d have no trouble raising class rates to even $100 and cashing in on her brand. This negligible bump in her audience’s spending would iron out to $200 per class equal  to hundreds of thousands a year. No survey required to know her clients aren’t price sensitive.

3. Exclusive Locations: Align with Customer Incentives

The final element to Forma’s exclusive positioning is opening only in the most happening locations. Levi derides Chicago and Atlanta as cities she has no interest in. Miami and New York, however, get the green check mark. She’s in touch with her audience and wants to cultivate their devotion from start to finish. The lesson is to know your customers and make every decision in alignment with their incentives.

As you reflect on the future of your fitness studio, ask yourself: What unique value do I provide that justifies a premium price? How can I enhance my clients' experience to make them feel part of something exclusive and special? Don't be afraid to challenge industry norms and explore pricing models that align with your brand's value. In a crowded market, differentiation is essential. By focusing on building a strong brand that caters to a specific niche, you can create a loyal following willing to pay a premium for the exclusive experience you offer. How your client feels after a great workout is priceless after all.