Requiring a call or visit just to learn the price filters out a real share of visitors who'd rather compare gyms online first.
Requiring a call or visit just to learn the price filters out a real share of visitors who'd rather compare gyms online first — and in a category where most towns have several viable options within a short drive, that comparison happens whether or not your site participates in it. A visitor who can't find pricing often just moves to the next tab.
Where membership tiers are genuinely complex — variable contract lengths, add-ons, corporate or student discounts — a bare number can undersell or oversell the real cost, and a confused visitor may hesitate more than one who was never shown a number at all.
Publish a clear starting price for the simplest membership tier ("from £29/month, no contract") while keeping premium tiers and add-ons as "speak to us" — this answers the most common question (can I afford this at all) without oversimplifying genuinely variable pricing.
Find out if pricing uncertainty is costing you signups.
Run a free audit →It typically reduces low-intent enquiries (people who were never going to convert once they learned the real price) while the remaining enquiries are more likely to actually join — a smaller but higher-quality lead volume is usually the practical outcome.