021: Why “10% Off” Is Costing You More Than You Think.

This week’s ops meeting got a little spicy.

The topic: discounts. When to use them, and who they’re actually for.

Here’s where we landed…

There’s a big difference between a discount and an offer, and understanding that difference can be the line between growing your bottom line or quietly shrinking your brand.

Let’s break it down.

Discounts: The Desperate Cousin

A discount is reactive.

It usually happens when numbers are low, someone’s unhappy, or you just want to be helpful.

It sounds like:

“I’ll give you 10% off if you sign up today.”

or

“Let’s knock a little off since you’re enrolling two kids.”

It feels generous in the moment, but over time it trains families to wait for the next “deal.”

Even worse, it tells them your program wasn’t worth full price in the first place.

Offers: The Confident Move

An offer is proactive.

It’s intentional. It has purpose and boundaries.

It sounds like:

“Our early bird special ends Friday. Enroll now and get a free camp t-shirt!”

or

“Stay enrolled through summer and get a free open gym pass every month!”

An offer motivates action while protecting your value.A discount feels like a whisper of desperation.

When to Use Offers ✅

• To create urgency or reward loyalty (early birds, bundles, renewals)

• To celebrate milestones or holidays

• To test a new class or time slot

  
  

When to Avoid Discounts 🚫

• To patch short-term enrollment dips

• To appease a complainer

• To apologize for something that isn’t your fault

The difference is in the why.

Discounts say, “We need you.”Offers say, “We’ve built something special, and you’re invited.”

At NinjaZone, this mindset runs deep.

• Uniforms create pride and belonging, not “just another class.”

• Our tested progress system gives parents confidence in a proven path.

• Brand consistency across gyms worldwide builds trust before families even walk through the door.

  
  

That’s how you stay premium.Not by cutting prices, but by adding clarity, confidence, and consistency.

This Week’s Challenge

Look back at your last few promotions. Were they discounts or offers?

If they leaned toward discounts, reframe the next one with intention.

Same incentive. Stronger story.

Because when your brand leads with confidence, your pricing can too.

The Fix: Don’t discount your worth.

The Tool: Plan your promotions and protect your perception.

Keep leading like you mean it,

-Casey

🎯 Real Talk - When things slow down, it’s easy to think a discount will save the day.

But what actually happens? You get a quick bump in sign-ups, a short dopamine hit, and a long-term hit to your perceived value.

Families start thinking your program is worth less, when really, it just wasn’t marketed with intention.

Discounts solve a moment. Offers build a movement.