Discounts in your studio: How to use them without cheapening your prices

In November, there are discounts everywhere. Black Friday, Cyber Monday, pre-Christmas deals. So the thought is obvious: Why not in the studio too?

A discount brings in bookings fast. But it comes at a price. And that price is often higher than it looks at first.

In this article, you’ll learn when a discount pays off and when it doesn’t. And how to plan a promotion so that it brings in more than it costs.

What a discount brings and what it costs

Do the maths. A class costs 20 euros. With a 20 percent discount, it costs 16 euros. To keep your revenue the same, you don’t need 20 percent more bookings, but 25 percent. With a 30 percent discount, it’s already more than 40 percent more.

Then there are costs that don’t show up in any calculation. Anyone who has booked at a discount once is happy to wait for the next promotion. And some promotions mainly attract people who only come for the price and then disappear again.

That doesn’t mean discounts are bad. It just means: A discount needs a reason.

When a discount makes sense

Filling empty time slots. Your lunchtime class is rarely full? A targeted offer can create new habits without touching your popular evening classes.

Winning new people. An introductory discount lowers the hurdle for the first booking. Anyone who has been once and felt comfortable is more likely to come back.

Bringing former customers back. Some haven’t been in for a long time. A personal offer is a good reason to drop by again.

Saying thank you. A small perk for regulars shows appreciation. And it costs you less than a public discount for everyone.

Launching something new. A new style, a new instructor, a new time slot. A launch offer helps fill the first spots.

When it’s better to skip it

When your classes are already full. Then a discount just gives money away.

When you only join in because everyone else does. Black Friday isn’t a must for a studio. A promotion without its own goal achieves little.

When you want to undercut the competition. Hardly anyone wins a price war. Our article on understanding local competition shows you how to deal with competitors instead.

When the discount becomes permanent. A discount that always applies isn’t a discount anymore. It’s your new price.

Alternatives to discounts

You can often do something nice for your customers without lowering the price.

More instead of cheaper. A 10-class pack with a bonus class feels generous. But your price per pack stays the same.

Extras included. A loan mat for the first visits removes a hurdle for beginners.

Come as a pair. Anyone who brings a friend gets a small perk. That way, you win new people through recommendations.

A special experience. A workshop or a special class just for regulars often has more impact than a few euros off.

Our article on year-end class packs shows how to boost revenue without cutting your price.

How to plan a discount promotion

Set the goal

What should the promotion achieve? Ten new customers in January? A fuller lunchtime class? A goal you can measure helps with every other decision.

Choose the target group

Who is the offer for? A public code on Instagram reaches many people, but also those who would have booked anyway. A personal code for former customers is more targeted.

Percentage or fixed amount?

A percentage discount adapts to the price. It works well if your offers vary in price. A fixed amount is easier to understand: “5 euros off” says right away what it’s about. Make sure the amount isn’t higher than the price of your cheapest booking.

Time frame and limits

A promotion needs a real end. One to two weeks is often enough. Also decide how often one person can use the discount. Usually, once is enough.

Review afterwards

How often was the code used? How many of the new customers came back afterwards? Only this second number shows whether the promotion was worth it.

Communicating discounts clearly and fairly

State the conditions clearly. How much, for what, until when. Small print that only appears during booking is frustrating.

Work with real prices. If you cross out an old price, it must actually have applied. And stick to the end date. A promotion that keeps getting extended loses its credibility.

There are legal rules too. In Germany, a special obligation has applied to goods since 2022. Anyone advertising a price reduction must state the lowest price of the last 30 days (Section 11 of the German Price Indication Ordinance). This obligation doesn’t apply to services like your yoga classes. But if you sell mats at a discount, for example, it does. Regardless of that, advertising must not be misleading. That applies to services too.

Note: This section is not legal advice. It gives a general overview and refers to the legal situation in Germany. Austria, Switzerland and other countries have their own rules. If you’re unsure, have your advertising checked by a professional.

Common mistakes

A discount without a goal

“Let’s do something for Black Friday too.” Without a goal, you won’t know afterwards whether the promotion achieved anything.

Too high and too often

A big discount fills spots in the short term. If it comes regularly, your customers learn to wait.

A code without limits

A public code without a per-person limit can be used again and again. A promotion can quickly turn into a permanent discount.

No real end date

“For a limited time only” without a date convinces nobody. A specific date gives people a reason to book now.

Discount codes in Slotlify

In Slotlify, you create discount codes in the vouchers section. The feature is included from the Light plan upwards.

Creating a code

You give it a name, a short description and the code itself. Then you choose between a percentage discount and a fixed amount. You can set when the code starts and ends, and add a minimum order value. You also decide how often one person can use the code. Slotlify recognises customers by their email address, whether they have an account or book as a guest. Your customers enter the code when they book.

Managing the promotion

You can deactivate a code at any time without deleting it. That way, you end a promotion with one click.

Keeping an eye on results

The overview shows every code with its discount, validity, status and number of redemptions. So after the promotion, you know right away how often it was used.

Two practical tips

A code has no upper limit on the total number of redemptions. If you want to limit the promotion, share the code in a targeted way: In person, in your newsletter or with a specific group. Also, a code currently can’t be restricted to individual services.

With a fixed amount: If it’s higher than the booking value, the rest is lost. So choose the amount carefully or set a minimum order value.

Checklist for your next promotion

• Does the promotion have a clear, measurable goal?
• Do you know who gets the code?
• Is the discount as high as necessary, not as high as possible?
• Is there a real end date?
• Is use limited per person?
• Do you know how you’ll measure success afterwards?

Before you start a promotion this month, answer the first question. If you can’t think of a goal, that’s an answer too.