Raising your prices can feel like walking a tightrope. On one hand, you know your time, expertise, and running costs deserve to be properly compensated. On the other hand, you worry about losing students or facing difficult conversations with parents.
The truth? If it’s been more than a year or two since your last price change, it’s probably time. Costs have gone up, your experience has grown, and the value you provide is likely higher than ever.
The good news: raising your prices doesn’t have to cause drama. With the right approach, you can make the change confidently while keeping your students on board and reinforcing the value of what you offer.
Why you probably should raise your prices
Let’s be honest: many studio owners undercharge. Between rising rent, insurance, music licensing, staffing, and your own energy and time, your prices need to keep up – or your margins will quietly disappear.
Beyond the basics, price also plays a role in perception. As we explored in our last editorial, your pricing sends a message about quality. If you’re charging well below other local activities, some parents might actually assume your classes are less professional, even if they’re anything but.
Signs it’s time:
- Your costs have increased and margins are shrinking
- You haven’t reviewed your pricing in over 18 months
- You’ve gained qualifications, experience, or added value to your offering
- You’re regularly fully booked, with waiting lists
- You feel undervalued or burnt out
If any of these ring true, a price review is not only reasonable — it’s necessary.
A blueprint for doing it well
1. Start with clarity.
Know exactly why you’re increasing your prices – whether it’s inflation, added value, expanded offerings, or all of the above. Be clear with yourself, so you can be clear with others.
2. Communicate early and professionally.
Give parents plenty of notice (ideally 4–6 weeks). A well-worded email or letter works well. Acknowledge the change, explain the reasons, and focus on the continued value and quality they’ll receive.
Example: “As you know, we work hard to keep our classes affordable while maintaining the highest standards. To reflect rising costs and the continued investment in your child’s dance education, we will be making a small adjustment to our fees from [date].”
3. Keep the increase simple.
Avoid confusing structures. A flat percentage (e.g. 5–10%) or rounding to the nearest pound makes it easier for everyone to understand.
4. Offer reassurance, not apologies.
You’re not doing anything wrong. Raising prices is a standard part of running a healthy, sustainable business. Stand by your decision with confidence and professionalism.
5. Use it as a branding opportunity.
Reframe the conversation around value. Remind parents of the qualifications of your teachers, the progress their children are making, or the inclusive, supportive environment you provide. Price is one part of a much bigger story.
6. Consider adding a new option.
For example, introduce a premium class or workshop with added benefits. This creates a higher-value “anchor” and gives existing prices more perceived value by comparison.
The outcome
Done well, a price increase is rarely the catastrophe many studio owners fear. Most parents will understand, especially if you communicate clearly and confidently. In fact, you might be surprised at how supportive they are. When families see that you respect your own time, value, and professionalism, they’re more likely to do the same.
Final thought
Your studio deserves to thrive, not just survive. Raising your prices isn’t about greed; it’s about sustainability, respect for your work, and continued excellence for your students. Don’t be afraid to make the change. Just do it well.
By Sara Ballam, Marketing Manager at Membermeister.
Sara Ballam is the Marketing Manager at membermeister, a software company with over a decade of experience supporting dance schools. Membermeister provides powerful, reliable tools that help schools reduce admin, streamline billing, grow student numbers, and stay compliant with changing industry regulations—all in one secure, easy-to-access platform. Backed by unrivalled, 5-star rated UK-based customer support, membermeister is trusted by dance schools nationwide. Find out more here: www.membermeister.com.
