When setting prices for your gym's memberships, it's tempting to look around at what other local businesses are charging. If the gymnastics center down the street charges $120/month, you might feel like you need to match them, or be just under their price to stay competitive. But this kind of thinking is dangerous for your business. I'm quite confident their low-priced gym is struggling, even if they have been open for 10 years. Why copy a struggling model?