KC Body: The Unlimited Monthly Plan

In this case, a hypothetical business owner grapples with pricing options for her Pilates classes in the competitive environment of Los Angeles fitness studios. As she prepares to open her third gym location, she decides to add a yearlong subscription, paid in monthly increments, which gives customers unlimited access to classes, while also keeping pay-per-class and bundled class packages in place. Students are encouraged to debate how attractive different pricing schemes are from a customer point of view and how they influence customer behavior. They are also asked to consider pricing policies from the protagonist's perspective to maximize her studio's revenues and attendance.