The “20% off vs. $50 off” debate doesn’t have to be complicated, but plenty of fitness studios still get it wrong.

The truth is, the format of your discount matters just as much as the amount. That’s because people process percentages and dollar amounts differently depending on price, timing, and how the offer is framed.

Used well, discounts are more than price cuts; they’re tools to drive sign-ups, bring back inactive members, and fill classes fast. But use the wrong format, and even a good deal can fall flat.

With ABC Glofox’s discount code features, you can easily choose the format that fits both your pricing and your members’ decision-making, without running stale, one-size-fits-all offers.

A Guide to Using % vs $ Discounts in Your Fitness Studio Promotions

Understanding the Two Types of Discounts for Fitness Studios and Gyms

While there are many ways to run a promotion, two formats drive the majority of fitness studio campaigns:

Percentage Discounts (% off): Take a portion off the price, like “15% off memberships” or “20% off drop-in passes.”
Dollar-Amount Discounts ($ off): Subtract a fixed amount, like “$20 off your first month” or “$50 off a training package.”

When to Use % vs. $ Discounts

Both discounts deliver value, but the difference lies in how members perceive them. This is a topic that has been extensively studied, such as the framing effect, the rule of 100, among other terms.

Q: When to Use Percentage Discounts?

A: Use % Discounts for Lower-Priced Offers

Percentage-based deals are most effective when the product or service is relatively cheap. The percentage feels bigger, even if the dollar savings are small.

Best for: Drop-in classes, intro offers, merchandise
Why it works: The discount looks generous without cutting deep into margins
Example: “15% off a $30 drop-in = $4.50 savings”, which feels substantial but costs you less than offering “$10 off.”

Q: When to Use Dollar Discounts

A: Use Dollar Discounts for Higher-Priced Offers

Dollar-off discounts shine when the total cost is higher. The savings are concrete, easy to grasp, and more psychologically motivating.

Best for: Annual memberships, personal training packages, multi-week programs
Why it works: People don’t want to do math. “Save $50” lands faster than “Save 16.6%” on a $300 package
Example: “$100 off” on a premium service feels meaningful, while “10% off” might feel vague or underwhelming

How to Pick the Right Discount Type Based on Price, Product, and Positioning

What are you selling?

For fitness marketers, discount framing is strategic.

High-ticket offer: Use dollar-off when you need the offer to feel high-value
Smaller-ticket offers: Use percentage-off when you want the offer to look big without giving away too much

How much does your offer cost?

Use the Rule of 100

Under $100: Use % off.
Over $100: Use $ off.

What’s the message?

Match the format to your positioning:

Dollar-off discounts work better when you emphasize features — e.g., “Save $50 on a 12-session strength program.”
Percent-off discounts land better when you emphasize benefits — e.g., “Get 20% off and feel stronger, faster.”

How to Alternate % and $ Discounts to Avoid Buyer Delay

If you run the same type of promotion repeatedly, members start to wait it out. This is called buyer delay, and it kills urgency.

If your studio offers frequent discounts, switching between % and $ creates perceived variety and helps you avoid promotion fatigue, even if the actual value doesn’t change.

And here’s how fitness studios and gyms can put this into practice:

Create Time-Limited, Themed Offers
- Run a “15% off class packs” promo in January or summer, tied to seasonal intake.
- Follow up in another busy period (back-to-school, pre-holidays) with “Save $25 on any membership upgrade.”
Use Promotions for Specific Engagement Goals
- Run % discounts to encourage trial sign-ups during big intake months.
- Use $ discounts to bring back lapsed or at-risk members.
Match Format to Product Type
- Use % discounts on lower-ticket items like drop-ins or merch to make savings look bigger.
- Use $ discounts on higher-ticket items like memberships or training packages to keep value clear and tangible.

3 Common Mistakes to Avoid When Running a Discount Campaign

#1: Using % discounts on large-ticket items: “12% off a $600 training package” forces members to do math. “Save $75” is faster and more motivating.

#2: Using $ discounts on small items: “Save $2 on a $25 class” looks weak compared to “8% off.” Small savings framed in dollars often feel underwhelming.

#3: Repeating the same discount type too often: Running the same “15% off” promo every few months conditions members to wait for it. Alternate formats to keep urgency alive.

How ABC Glofox Makes Running Promotions Easier

With Glofox, you can run smarter campaigns by creating both % and $ discounts and turning them into promo codes, which your members can redeem themselves, no staff intervention needed.

Decide the discount format: % or $
Choose where it applies: memberships, class packs, or retail
Set rules:
- Limit promo code usage times
- Restrict codes to specific membership plans
- Set start and end dates to create urgency

And voila! Promo codes let you run public-facing campaigns that are easy to share via email, SMS, or social media, while still keeping full control in the dashboard.

4 Campaign ideas for fitness studios and gyms:

Seasonal promos: “15% off class packs in January.”
Reactivation offers: “Save $30 when you rejoin this month.”
Upgrade incentives: “$50 off annual memberships this summer.”
Time-limited urgency: “This week only, 20% off training packages.”

Quick Takeaways

Match your discount type to your offer (use % discounts for lower-priced offers like class packs or merch, and $ discounts for higher-ticket items like memberships or training packages)
Pay attention to how your members respond to different discounts (track what drives actual sign-ups, not just clicks or interest)
Test and rotate % vs. $ deals to see what actually boosts conversions (to avoid buyer delay and keep offers feeling fresh)

And finally, as a business owner, notice how you respond to discounts in your own life. Which ones make you act faster? Which ones feel clearer or more compelling? Odds are, your members think the same way.

ABC Glofox makes it simple. With both % and $ promo codes built into the platform, you can run smarter, psychology-backed campaigns without needing extra tools.

Start your free trial with ABC Glofox today and see how the right discount strategy can boost conversions in your fitness business.

Melisa Gjika