09/28/2026
A couple of years ago at a meeting in Clearwater, Dr. Moody put every million-dollar school owner in the room up on stage and asked one question. If there's one thing you're doing now that you regret not doing sooner, what is it?
Every single one of them said the same thing. They raised their prices too slowly and too timidly.
One owner sat there working the math out on a legal pad while the others talked. When she finished she'd calculated she had left about two million dollars on the table.
We ran that same math live on a call this week with another member. Two hundred new members a year. Was charging two hundred a month, now charges four hundred. Five years of delay. Roughly 2.1 million dollars in revenue that simply never showed up. And that is a conservative number, because it doesn't count what the renewal programs would have done on top of it.
Here's the part that should keep you up at night. That money is one hundred percent profit. There is no marginal cost attached to it. You don't rent another square foot. You don't hire another instructor. You don't buy another mat.
I know what most owners do instead. They call around. They pull up three competitors' websites. They land somewhere in the middle, maybe a hair above, and they call that a pricing strategy.
It isn't. You have outsourced the single most important number in your business to whoever in your zip code was least sophisticated about setting theirs.
The delay is never free. It just doesn't show up on any statement you'll ever read.
What would five years of your current pricing gap add up to?
