When my friend, Gemma first launched her nutrition and fitness coaching<\/a> business online 3 years ago her offer was simple: her expertise and her time.<\/p>\n\n\n\n

It was enough to get people through the door.<\/p>\n\n\n\n

But she\u2019s the kind of person who loves what she does <\/em><\/strong>and can\u2019t stop learning. She signs up for new training constantly, seeks out new perspectives, and every client she works with adds something to what she knows. <\/p>\n\n\n\n

She\u2019s also been building out her coaching membership the whole time \u2013 adding courses, a resource library, materials her members can work through independently.<\/p>\n\n\n\n

The coaching platform she\u2019s created over the years is genuinely different from the one she launched. But her prices haven\u2019t moved.<\/em><\/strong><\/p>\n\n\n\n

A lot of membership site owners end up here, and I get why. <\/p>\n\n\n\n

When your pricing is working, there\u2019s a real reluctance to touch it. You\u2019ve built something that converts. You\u2019ve got a loyal client base that you have genuine affection for. <\/p>\n\n\n\n

Raising prices can feel like a gamble you don\u2019t actually need to take.<\/p>\n\n\n\n

But every month you\u2019re quietly losing out, and it\u2019s worth some honest reflection.<\/p>\n\n\n\n

\n\n\n\nWhy It\u2019s Hard to Raise Your Prices<\/h2>\n\n\n\n
I think most people fall into one of two camps:<\/p>\n\n\n\n
Some get genuinely excited about a price increase. It\u2019s a chance to position the membership more seriously, attract a different kind of client, grow revenue. <\/p>\n\n\n\n
But a lot of people feel uncomfortable about it, even when they know logically that it makes sense. <\/p>\n\n\n\n
Your current price is working. You know what it takes to attract members at this level. Changing it feels risky.<\/p>\n\n\n\n
And that\u2019s fair. The certainty of what\u2019s working now feels safer than the uncertainty of what might work at a higher price<\/strong> ( a bird in the hand is worth 2 in the bush, as the saying goes).<\/p>\n\n\n\n
But staying underpriced has real costs, they\u2019re just less visible.<\/p>\n\n\n\n
\n\n\n\n<\/span>What Underpricing Is Costing You<\/span><\/h2>\n\n\n\n
The most obvious one: you\u2019re leaving money on the table. <\/p>\n\n\n\n
That\u2019s revenue you could put back into the business \u2013 better tools, stronger content, actual<\/em> marketing. <\/p>\n\n\n\n
Or, honestly, just a well-earned vacation. Running a membership takes real effort and you should be paid well for it.<\/p>\n\n\n\n
Beyond the direct revenue, a low price can actually work against you. People use price as a shortcut for quality.<\/strong> <\/p>\n\n\n\n
When something is cheap, members often treat it as a nice-to-have without realising they\u2019re doing it. They\u2019re less likely to engage seriously or act on the guidance, and more likely to churn. <\/p>\n\n\n\n
A higher price, paired with an offer that justifies it, tends to attract more committed clients. These are members who are genuinely invested in getting results.<\/p>\n\n\n\n
And practically: if your pricing doesn\u2019t cover your costs, your time, and your own continued development as an expert, that\u2019s going to catch up with you eventually. <\/p>\n\n\n\n
\n\tRELATED How to Price Your Memberships<\/a>\n<\/div>\n\n\n\n\n
\n\n\n\n
<\/span>4 Signs Your Price Has Fallen Behind<\/span><\/h2>\n\n\n\n
A few things worth looking at honestly:<\/p>\n\n\n\n
1. Your offer has grown but your price hasn\u2019t moved.<\/strong><\/p>\n\n\n\n
If you\u2019ve added courses, coaching, community, or a richer resource library since you first launched (and your price is exactly the same) you\u2019re probably underpriced. <\/p>\n\n\n\n
Gemma (the nutrition coach) is running a fundamentally different membership than the one she launched. The price tag doesn\u2019t reflect that yet.<\/p>\n\n\n\n
2. You\u2019re attracting members who don\u2019t engage.<\/strong><\/p>\n\n\n\n
A very low price can bring in people who aren\u2019t really invested. They sign up, barely touch the content, and cancel. If retention is a problem despite solid material, pricing is worth looking at.<\/p>\n\n\n\n
3. Nobody ever hesitates about price.<\/strong><\/p>\n\n\n\n
Counterintuitive, but if literally no one raises an eyebrow at what you charge, it might be too low. Some friction is normal.<\/p>\n\n\n\n
4. You\u2019ve started to feel resentful.<\/strong><\/p>\n\n\n\n
This one matters more than people admit. If the effort you\u2019re putting in doesn\u2019t feel proportionate to what you\u2019re getting back, that\u2019s a problem (for you first, and eventually for your members).<\/p>\n\n\n\n
\n\n\n\n<\/span>Building an Offer Worth More<\/span><\/h2>\n\n\n\n
One thing I\u2019ve seen change the calculation for a lot of membership site owners is adding more structured, substantive elements to what they offer, things they can point to clearly when explaining why the price is what it is.<\/p>\n\n\n\n
CoachKit\u2122<\/a><\/strong> is a good example. It lets you build proper coaching programmes (drip-fed milestones, progress tracking, structured check-ins) rather than working ad hoc. <\/p>\n\n\n\n
If you\u2019re already doing one-on-one or cohort coaching, this gives it structure and makes it feel like a programme rather than a loose arrangement.<\/p>\n\n\n\n
\n\n $\"CoachKit$ <\/a>\n<\/div><\/div>\n\n\n\n\n
ClubSuite\u2122<\/a><\/strong> adds a community layer<\/a>, so members are connecting with each other, not just consuming your content alone. For a lot of memberships, that\u2019s what keeps people subscribed long after they\u2019ve worked through the material.<\/p>\n\n\n\n
\n
<\/iframe><\/div><\/span>\n<\/div><\/figure>\n\n\n\n<p>And <a href=\"https:\/\/memberpress.com\/features\/easily-build-sell-courses\/\" title=\"\">building out courses<\/a> turns your expertise into something reusable. You create it once; it keeps delivering value across every member who goes through it.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\">\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_Actually_Do_It\"><\/span>How to Actually Do It<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>Be straight with your members.<\/strong> You don\u2019t need to apologise for a price increase, but a clear explanation helps. Something like \u201cI\u2019ve added X and Y over the past year and pricing is going up to reflect that\u201d is completely reasonable. Members who are genuinely invested tend to understand.<\/p>\n\n\n\n<p><strong>Consider grandfathering existing members.<\/strong> A common approach is to honour the current rate for anyone already subscribed, while new members join at the higher price. It protects existing relationships while starting to shift your revenue. MemberPress makes it easy to manage different pricing across tiers.<\/p>\n\n\n\n<p><strong>Give people a heads-up.<\/strong> If you\u2019re not grandfathering indefinitely, let members know in advance. 30\u201360 days is a fair window.<\/p>\n\n\n\n<p><strong>Test with a new tier first.<\/strong> If you\u2019re not ready to change your headline price, introduce a premium tier with more access, for example, extra coaching, a community element, something tangible. <\/p>\n\n\n\n<p>It gives you a read on what people will pay without touching what\u2019s already working.<\/p>\n\n\n\n<div class=\"block-mp-button-wrap\">\n\t<a id=\"button-block_ede4d941977bdb8d2e55527013a0eea3\" href=\"https:\/\/memberpress.com\/blog\/how-to-raise-prices-without-losing-customers\/\" class=\"button button-blue center\">READ MORE How to Raise Prices Without Losing Customers (And Even Make Them Love You More)<\/a>\n<\/div>\n\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\">\n\n\n\n<p>Gemma is working through her pricing now. She knows she\u2019s built something genuinely different from what she launched, and she knows the price should reflect that. She\u2019s figuring out how to do it in a way that feels right for her members.<\/p>\n\n\n\n<p>If your membership has grown in the same way, it\u2019s worth asking whether your current price still reflects what you\u2019re actually offering, or whether it\u2019s a number you set a while back and never revisited.<\/p>\n\n\n\n<p>Have you recently reviewed your membership pricing? I\u2019d love to hear how you approached it. Let us know in the comments below.<\/p>\n\n\n\n<div class=\"full-width-cta blue image-left\">\n\t<div class=\"full-width-cta-container\">\n\t\t<div class=\"full-width-cta__image\">\n\t\t\t<img decoding=\"async\" src=\"https:\/\/memberpress.com\/wp-content\/themes\/memberpress-theme\/images\/Guy1.webp\" alt=\"cta character\" loading=\"lazy\" width=\"485\" height=\"432\" srcset=\"https:\/\/memberpress.com\/wp-content\/themes\/memberpress-theme\/images\/transparent.gif 1w, https:\/\/memberpress.com\/wp-content\/themes\/memberpress-theme\/images\/Guy1-mobile.webp 543w, https:\/\/memberpress.com\/wp-content\/themes\/memberpress-theme\/images\/Guy1.webp 485w\" sizes=\"auto, (max-width: 767px) 1px, (max-width: 1023px) 543px, 485px\">\n\t\t<\/div>\n\t\t<div class=\"full-width-cta__text\">\n\t\t\t<h3>Get MemberPress Today!<\/h3>\n\t\t\t<div><p>Start getting paid for the content you create.<\/p>\n<\/div>\n\t\t\t<div class=\"pricing-cta\">\n\t\t\t\t<a href=\"https:\/\/memberpress.com\/fr\/plans\/pricing\/\" class=\"cta-button\">\n\t\t\t\t\tGet MemberPress Now\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/memberpress.com\/wp-content\/themes\/memberpress-theme\/images\/long-arrow-right-white.svg\" class=\"arrow-red\" alt=\"arrow\" width=\"20\" height=\"14\">\n\t\t\t\t<\/a>\n\t\t\t\t<a href=\"https:\/\/memberpress.com\/fr\/features\">See All Features<\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<p><strong>If you liked this article, be sure to subscribe to our newsletter in the <a href=\"https:\/\/memberpress.com\/go\/box\" title=\"Box affiliate link\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">box<\/a> up to your right!<\/strong><\/p>\n<\/body><\/html>\n","protected":false},"excerpt":{"rendered":"<p>Raising prices feels risky when your current pricing is working. But staying underpriced has real costs too. Here\u2019s how to figure out where you stand.<\/p>\n","protected":false},"author":73814,"featured_media":80870,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"complete","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[69,121],"tags":[70,322],"class_list":{"0":"post-31574","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-advice","8":"category-pricing","9":"tag-membership-site","10":"tag-online-business","11":"entry"},"acf":{"plans":"a:1:{i:0;s:5:\"scale\";}","is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t<meta name=\"description\" content=\"Are you unsure about how much to charge for your membership site? 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