Pricing, Perception & the Power of Story: Thriving as a Premium Clinical Pilates Studio

Is your pricing strategy built on fear..... or on the real value of your offer? This episode reveals how clinical Pilates studios can confidently charge what they’re worth: by connecting with the right clients via the right story. 

In Part 2 of the David and Goliath series, I continue my high-impact conversation with international business coach Craig Maginness. This episode explores pricing psychology, brand perception, and how your value proposition is defined by the story your ideal client believes, because of their unique experiences and perspective.  

Craig shares real-world experiences from acupuncture clinics to bottled water aisles, to show why differentiation, not imitation, creates pricing power and sustainable growth for clinical Pilates studios. 

💡 What You’ll Learn 

✔️ Why pricing should reflect your unique value, not your competitors' fees
✔️ How your brand story shapes client perception and drives referrals
✔️ The difference between value creation and cost control (and why it matters)
✔️ Real-world analogies (Prius vs Hummer, bottled water brands) to simplify pricing psychology
✔️ How authentic Google reviews can amplify your studio’s emotional resonance and client trust 

By the end of this episode, you’ll understand how to build a pricing strategy that’s rooted in what makes your business truly irreplaceable. 

Grab your FREE checklist now to learn how to thrive in today's competitive Pilates business landscape: David’s Edge: 11 Essential Actions to Compete with Goliath Franchises 

ABOUT CRAIG 

Craig Maginness is a business development coach with decades of experience in wellness industries. He’s worked in 47 countries across six continents, helping health and movement professionals become better businesspeople by mastering pricing, positioning, and messaging. Craig currently consults in clinical business practice management in Colorado. 

Contact Craig Maginness  

LinkedIn: Craig Maginness 

Instagram: @go_glocal_

Email: crmaginness@outlook.com 

Website: Go Glocal

Contact David Gunther via Linkedin 

Website: Pilates Business

Facebook: Pilates Business

Youtube: Pilates Business

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