When I first posed this question into the social media ether over two weeks ago, I was in a state of shock. For all of us, life as we knew it had changed rapidly in a way we could not process. Among my friends there were three responses:
- Panic and anxiety
- Hibernation
- Determination
I worked through all three of these responses in the first days we were home, but I’m most grounded and centered when I’m getting things done, so my first impulse was to figure this all out. Most of us could see right away that the fitness and wellness industry was about to go fully virtual, and fast. Under normal circumstances, I would do a comparative analysis by looking at what was published on websites and by tapping in with colleagues personally on rates and what people were paying, but there really wasn’t going to be time enough to get the information in order to help anyone. So, I tried the only thing I could think of that would give me quick results, I turned to social media.
I posted the question on my personal and professional Instagram, Facebook, and Linked In. The immediate responses were unanimous: I charge the same thing that I charge for an in person session. After allowing a few days for responses and receiving nothing that contradicted that notion, I was going to post here that everyone that was going virtual was charging the same pricing they do for a regular session. When I drilled deeper for why they were choosing to do so, many said it just simplified things to allow their students to continue to use established packages. They also contended that during these circumstances, their clients understood and were happy to support the studio.
However, with every passing day this extremely liquid situation was constantly changing. Our initial recommendation to stay home as much as possible turned into a statewide shelter in place order. My own staff went from being paid in full by our club during what we hoped would be a two week sacrifice for the greater good of our nation to being completely furloughed for an indefinite amount of time. At this point, this cursory sweep for information was fast becoming obsolete and more and more people were coming into the virtual space with a spectrum of business models.
So before publishing anything, I explored them all the models so that I might be able to provide you some solid insight on what you should consider when it comes down to setting a price for your virtual work. Here are the three primary models people are using:
BUSINESS VIRTUALLY AS USUAL
For the reasons mentioned above, it can work to simply offer these sessions online, but continue to use your billing set up for processing payments and payroll. Many people are still working, albeit from home, and they are grateful to help out someone who plays such a valuable role in their lives.
LOWER PRICING BECAUSE IT’S VIRTUAL/NO EQUIPMENT/PEOPLE ARE OUT OF WORK
Many group studios have pared down their pricing to a gentle $10-15 drop in rate and offer a limited schedule of group classes mat and small prop classes. Some private instructors are also taking less for virtual sessions out of sensitivity for their client’s financial situations or due to lack of available equipment. I personally don’t agree with this assertion that the value is diminished due to the absence of the reformer. Yoga instructors don’t have any magical machines, and they are usually paid $80-$150 for a session. Couple that with the fact that most of the Pilates Instructors I know happen to be extremely inventive and thrive at problem solving. In my mind, you are paying for the expertise. Still, it is the customer that dictates the value so you may have to bend a little or lose the client. If you are charging less than a regular studio fee for a session, I feel it is justifiable to charge a little more than your usual percentage of that fee.
DONATIONS
While this definitely shouldn’t be your expectation, a number of my instructors have fared extremely well offering free classes on Instagram and Facebook and listing their Paypal and Venmo in case anyone would like to donate. Before the pandemic, they made between $50-60 per class and online they are making $100-200 every time they teach. Who knows how long this will go on? The longer we are sheltered in place, this may wane, and people may continue to take the class for free but be less generous with their donations. I also have people reporting that they are definitely doing their free classes for free. So, there is a spectrum, but you may be surprised how generous some people will be. Keep in mind that you most likely are not registered as a charitable organization so that money is not likely to be tax free. You’re in some really grey area there. I never recommend trying to fly under the radar as a professional.
Think it through with your head. What do you need to sustain yourself for an indefinite amount of time? What can you realistically accomplish during your day?
Then, think it through with your heart. What feels right to charge your clients? Will it serve your emotional well being to offer something charitable for the public at large?
With some careful thought, you will find a solution that suits you.
Need to bounce your ideas off someone? Consider me a resource. Give send me a PM or an email and we can Zoom it out.
Stay safe. Stay sane.
With love,
Lisa
Lisa Moves 