If your schedule has been 80%+ full for three months, you’re undercharging. Raising prices is uncomfortable but necessary — and when done right, you won’t lose the students who matter.
When to Raise Prices
- Your schedule is consistently 80%+ full for 3+ months
- You haven’t raised rates in 12+ months
- You’ve added certifications, technology, or experience
- Comparable instructors in your area charge more
- You’re turning away students due to availability
How Much to Raise
10-15% at a time is the sweet spot. A $100 lesson going to $110-115 is digestible. Going from $100 to $150 in one jump will cause attrition. If you need a bigger increase, do it in two stages 6 months apart.
The Communication Playbook
30 days notice. Email all current students: “Starting [date], my lesson rate will be $[new rate]. I’m raising rates to reflect [added technology/certification/demand]. Current package holders: your existing package rate is honored through completion.”
Grandfather existing packages. Let students with active packages finish at the old rate. This rewards loyalty and prevents resentment.
Don’t apologize. “I’m excited to share that my rates are moving to $X, reflecting my investment in [new launch monitor / TPI certification / expanded services].” Frame the increase as added value, not a cost increase.
What Happens After
You’ll lose 5-15% of your students — typically the most price-sensitive, least committed ones. This is a feature, not a bug. You now have open slots that fill with students willing to pay your new rate. Your revenue per hour increases, your workload may actually decrease, and your student quality improves.
Visibility helps you fill those open slots faster. Make sure your updated rates are reflected in your profile on the Grumpy Gopher directory. Add your free listing if you haven’t yet.
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