Richard ToutounjiDirector, Meet Your Network · Connecting fitness & wellness suppliers to our marketing community.

How to attract the ageing population (what are we doing wrong!) 💯

6 Mar 2023 · 1 min

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In this segment, the speaker reflects on his pricing approach for services aimed at an ageing audience. He admits that for a long time he kept prices low and offered abundant free or low‑cost content, which eventually led to burnout. After reading about the benefits of higher pricing, he shifted to three distinct price brackets, arguing that higher prices signal greater value and filter out less‑committed clients, even during a recession with high interest rates. He emphasizes that raising prices now can attract genuine, results‑oriented customers who appreciate the service, while still acknowledging the challenge of balancing generosity with sustainable business practices.

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Money-wise, it's quite interesting because I for a long time wouldn't put any prices up, keeping it all very, you know, like this. Put my prices up and actually is better. And I did read that too, that putting the prices up and people realizing your value— and if they don't want you, they'll find cheap because there's plenty of cheap around, there's free. Now they're stating the value. I do have 3 price brackets that people can choose, and they do get a lot of value for that. And one of the things I've always done, talking about being a longevity is that I give, and sometimes too much, that it— that has burnt me out a little bit as well. But I love helping people. I love working with people. I love seeing results. Raising prices is now the time, I think, to be doing it, even though we're in a recession. We've got interest rates. I mean, you know, like, even if you don't have thousands of people, you have genuine people.