The Science Behind
$219/mo
Van Westendorp analysis, competitor mapping, tier architecture, risk reversal, and objection handling — grounded in market data, behavioral economics, and the Hormozi value equation.
Van Westendorp Price Sensitivity Meter applied to youth sports performance training. Four threshold curves reveal the acceptable price range — and exactly where ETS sits within it.
<$99
Parents question quality. Signals recreational, not performance. Evidence Seekers dismiss programs that cannot fund force plate technology.
$149–$179
Quality at a fair price. The "I'd recommend this" range. Overlaps with programs lacking data or coaching continuity.
$219–$279
Proof of value becomes mandatory. Parents expect measurable outcomes — not vibes, not "your kid did great today."
>$350
Only justified with 1:1 coaching or done-for-you elements. Parents start comparing to travel team costs they already resent.
$199–$279
The acceptable price range sits between the Point of Marginal Cheapness ($149) and the Point of Marginal Expensiveness ($299). ETS at $219/month occupies the sweet spot: high enough to signal quality, low enough for households earning $100K-$180K.
Monthly membership pricing across the youth sports performance training market. ETS occupies the "premium-accessible" zone — premium technology at performance-tier pricing.
ETS has premium-tier technology (VALD force plates at every location, Mayo Clinic research partnership) at performance-tier pricing. EXOS charges $330–$650/mo for comparable force plate technology. ETS charges $219. That gap is the value arbitrage parents feel — and the reason the price holds.
Good / Better / Best structure anchoring the middle tier as the obvious choice. The decoy effect drives 60-70% of families to Total Performance.
Target distribution: 25% Foundation / 55% Total Performance / 10% Performance Plus
Covenant Keeper parents with younger athletes (8-11) testing the waters. Families entering with the intention to upgrade.
Only $50 more than Foundation for 50% more sessions and 2x the data frequency. The upgrade is obvious — and that is by design.
Evidence Seekers who want the director walkthrough. Combine prep athletes. Primarily an anchor that makes Total Performance look like a deal.
Conversion requirement, not a bonus.
"Three children, three sessions per week each, force plate data every six weeks, one coaching relationship that does not reset. $596/month. Less than one travel team season for all three."
Contextualizing the price against household income and alternative youth sports spending. The reframe: ETS is not expensive — the alternatives are wasteful.
$152K
Median target household
$2,748
Total Performance, monthly billing
1.7%
Affordable with intentionality
$6,000-$7,000 per child. Showcase fees, travel, hotels, team dues. Returns: a highlight reel nobody watches.
Independent coaches charge $80-$150/session. ETS at 3x/week = $17.62/session with force plates included.
$330-$650/month for same VALD force plate technology. Only 5-7 youth locations nationally. ETS: 50+ locations.
156 coached sessions, 8 VALD re-tests, deceleration protocol, bilateral asymmetry tracking, same director all year.
$7.63
per day
Less than a large latte. Every day. Force plate testing, deceleration training, and a director who trained for three months — at a third the cost of a single private session.
The financial engine behind the pricing model. High retention drives lifetime value; low acquisition cost (via free evaluation and referral) amplifies the ratio.
$6,192
Per member (Total Perf tier)
18 mo
75% annual retention rate
$75–$150
Blended acquisition cost
41:1+
Exceptional unit economics
Every 5-point retention increase drives ~30-40% LTV growth. The 6-week re-test cycle is the retention engine.
8/10
Dream Outcome
8.5/10
Perceived Likelihood
7.5/10
Time Delay (low)
7/10
Effort Required (low)
Post-Iteration Value Score
9.07
Value-to-price ratio: 3.4:1 (monthly) / 3.9:1 (annual) — exceeds the 3:1 "no-brainer" threshold
Five layers of risk removal, from the free evaluation (zero-risk entry) to the structural permanence of the coach-owner model. Each layer addresses a different objection.
40-minute VALD evaluation — movement screening, force plate testing, director debrief. The parent leaves with a printed report regardless of enrollment.
Financial risk of trying
No long-term contract required. Cancel any time without fees. The 6-week data cycle creates natural retention — financial lock-in is unnecessary.
Lock-in risk
If the athlete shows zero measurable improvement on at least two VALD metrics after 90 days and 80%+ session attendance, ETS refunds the full 90 days. Conditional, results-based, evidence-backed.
"The numbers either move or they don't. That is the only promise we make, and we put our revenue behind it."
Performance risk
15% off the second child, 25% off the third. Each additional sibling has near-zero CAC and doubles retention rates.
Multi-child financial risk
Not a guarantee — a structural reality. The coach owns the building. Revenue share aligns their income with athlete development. They are not going anywhere.
Coaching continuity risk
The five most common objections, with data-backed responses grounded in competitive analysis, household economics, and behavioral framing.
"You're right — this is not a gym membership. Your gym does not have VALD force plates, a director who trained for three months specifically to coach your child, or a six-week data report showing bilateral asymmetry and deceleration metrics. An independent strength coach charges $80-$150 per session. At three sessions per week, ETS is $17.62 per session — with force plate technology included."
"With family pricing, three children at Total Performance is $596/month, not $687. That's three children, three sessions per week each, force plate data every six weeks, one coaching relationship that does not reset. A single travel team season for three kids costs $9,000-$21,000. ETS for all three for an entire year is $7,152. And your youngest might start at Foundation for $179."
"You don't pay us a dollar until you see the data. Book the free 40-minute Performance Assessment. We'll put your child on the force plates, measure bilateral asymmetry, rate of force development, and deceleration capacity. You'll leave with a printed report — no obligation. Then, if you enroll, our 'Data Doesn't Lie' Guarantee means: zero measurable improvement after 90 days and 80% attendance = full refund. We put our revenue behind the results."
"Does the school weight room have force plates? Does the team trainer send you a digital report every six weeks showing bilateral asymmetry trends and deceleration metrics? Does the same coach see your child year-round across all sport seasons? School and team training serves a different purpose — general conditioning for a specific season. ETS provides individualized, year-round athletic development with measurable data. They complement each other, but they are not the same thing."
"Travel ball gives your child exposure and competition. It does not give them deceleration training, bilateral asymmetry monitoring, or rate of force development data. A showcase season costs $5,000-$7,000 and produces a highlight reel. Twelve months at ETS costs $2,748 and produces measurable improvement in metrics that college coaches actually care about. The question is not 'either/or' — it's whether the $5,000 showcase or the $2,748 development program moves the needle more."
Non-negotiable rules for how pricing appears in sales conversations, marketing materials, and on the website.
"Memberships start at $179/month — your prescription is determined during your free evaluation." Never publish a single price. The consultation model preserves pricing power while satisfying the Evidence Seeker's need for transparency.
The free 40-minute Performance Assessment is the Trojan Horse. Every marketing touchpoint drives to the evaluation, not to a pricing page. The parent sees force plate data with their child's name on it before money is ever discussed.
Never present the price in isolation. Every price mention should be paired with a comparison: vs. private coaching ($80-$150/session), vs. travel ball ($5K-$7K/season), vs. EXOS ($330-$650/month). The parent should always see what they would pay elsewhere for less.
Discounts train parents to wait for deals. The only price concession is the annual commitment (11-13% savings). For everything else, stack value: extra re-test, additional parent walkthrough, priority scheduling. The price stays. The offer grows.
"The Tuesday/Thursday 4:30pm group has 2 spots remaining" beats "limited spots available." Specificity signals honesty in a market where parents have been lied to. If there are 5 spots, say 5 spots. Explain why the limit exists.
The "Data Doesn't Lie" Guarantee should be introduced before the parent asks about refunds or commitments. Proactive risk reversal converts more skeptics than reactive reassurance. Say the name. Explain the terms. Let the data do the selling.
Launch 3-tier structure. Publish ranges on website. Implement family pricing.
Publish VALD outcome data. Implement guarantee. Launch parent app.
Training summaries, Parent Playbook, annual walkthrough added to Total Performance.
Full value stack justifies network-wide increase. Existing members grandfathered 6 months.
Top of Performance tier, bottom of Premium tier. Supported by full RAISE value stack.