Door Pricing
Single class: £15 — your anchor price, premium but justified by quality.
Two classes, same night, same venue: £25 — effectively £12.50/class, a clear reward for staying. The £5 discount is enough to encourage doubles without devaluing the product.
Class Cards (1 credit = 1 class entry, always)
| Card | Price | Per Credit | Saving vs single door | Double night (2 credits) vs £25 door |
|---|---|---|---|---|
| 5-credit | £65 | £13.00 | 13% off | £26 vs £25 — no saving, not designed for doubles |
| 10-credit | £110 | £11.00 | 27% off | £22 vs £25 — saves £3/night |
The 5-credit card at £65 is the “I liked the taster, I’m coming back” commitment. It works well for single-class students who aren’t sure about a full term. At £13/credit it’s a modest but real saving over £15 door. It deliberately doesn’t save money for doubles — that’s fine, it’s not the product for them.
The 10-credit card at £110 is your main workhorse product. For single-class students that’s 10 weeks at £11/class — a genuine 27% saving over the door. For double-class students burning 2 per night, they’re paying £22 for both classes vs £25 at the door — still a meaningful saving (£3/night, £15 over 5 weeks), but not so good that it cannibalises the term pass.
Term Pass (unlimited classes within the date range)
Per term (~10 weeks): £130
| Student type | Effective cost | vs Door | vs 10-credit card |
|---|---|---|---|
| Single, 10 weeks | £13.00/class | Saves £20 (13%) | £20 more than card |
| Double, 10 weeks (20 classes) | £6.50/class | Saves £120 (48%) | Saves £90 vs two 10-cards |
| Single, misses 2 weeks (8 classes) | £16.25/class | Slightly worse than door | Card would’ve been better |
This is where the pricing strategy gets intentional. A single-class student who attends every week is slightly better off with a 10-credit card (£110) than a term pass (£130). And that’s by design — the term pass isn’t competing with the card for reliable single-class students. The term pass value is:
- For double-class students: it’s overwhelmingly the best deal, at £6.50/class.
- For single-class students who want flexibility: no stress about burning credits, and if they ever fancy popping into the other class on a whim, it’s free.
This creates a natural upgrade funnel that matches the student journey you described: try at the door → buy a 5-card → commit to a 10-card → start doing doubles → switch to the term pass.
Workshops
These are standalone skills intensives, typically 2–3 hours, so the pricing reflects the concentrated learning and the cachet of the instructor.
| Format | Price |
|---|---|
| In-house workshop (2 hours, your own teachers) | £25 |
| Guest instructor workshop (2 hours) | £30–35 |
| Extended workshop (3 hours or masterclass) | £35–40 |
| Workshop + social dance after | +£5 on top of workshop price |
A 2-hour guest instructor workshop at £30–35 puts you in the premium tier for London without being exclusionary. You’re already positioned at 50% above the industry norm for classes (£15 vs £10), so workshop pricing should reflect that same premium. Bundling a social dance afterwards for £5 more is a nice upsell that extends the evening.
Festivals (multi-day events)
These vary hugely, so I’d recommend a tiered structure with early bird incentives. UK Lindy Hop festivals typically run £80–180, depending on duration. With your premium positioning, aim for the upper-mid range.
| Pass Type | 2–3 day weekend | 4–5 day bank holiday |
|---|---|---|
| Early bird full pass | £90 | £130 |
| Standard full pass | £110 | £160 |
| Day pass | £45 | £45 |
| Evening/social-only pass | £20/night | £20/night |
Early bird pricing (available until, say, 6 weeks before) drives early cash flow and commits people. The day pass and evening-only options lower the barrier for locals who can’t commit to the full event. For the longer bank holiday events, the per-day rate drops to reward the full commitment — £160 for 5 days is £32/day vs £45 for a single day.
Summary — the upgrade funnel
| Stage | Product | Price | Per class |
|---|---|---|---|
| Curious | Door (single) | £15 | £15.00 |
| Coming back | 5-class card | £65 | £13.00 |
| Regular (single class) | 10-class card | £110 | £11.00 |
| Regular (doubles) | Term pass | £130 | £6.50 |
| Door double | Two classes, one night | £25 | £12.50 |
Each tier is meaningfully better than the one above it, but only for the right student. A casual student would waste money on a term pass. A double-class regular would waste money on class cards. The pricing naturally guides people to the right product for their attendance pattern.