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1.2.6 Price determination

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Question 9

The London Premium Boutique Fitness Market

Figure 1: Premium boutique fitness club market share in London, by active memberships, 2023

ProviderMarket Share (%)
Sweat & Co27%
CorePower23%
PulseFit16%
Apex Studios10%
Vibe Cycle9%
FitZone7%

Figure 2: PulseFit Elite Monthly Unlimited Membership prices

Price before Apex Studios ceased trading

  • Unlimited access to all 12 London studios
  • Complimentary towel service and premium toiletries
  • 10-day priority booking window
  • 1 guest pass per month

Monthly price: £145

Price 48 hours after Apex Studios ceased trading

  • Unlimited access to all 12 London studios
  • Complimentary towel service and premium toiletries
  • 10-day priority booking window
  • 1 guest pass per month

Monthly price: £165

Data accessed: 4th and 6th October 2023

With reference to the information provided, discuss the decision by PulseFit to increase its membership prices.

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1.2.6 Price determination Questions

  1. A Level
  2. /Economics
  3. /1.2.6 Price determination