---
title: "Virtuous versus vicious cycle of price"
description: "How price moves client behaviour and the business."
canonical: https://tomsharman.com/bookshelf/gym-launch-secrets/virtuous-versus-vicious-cycle-of-price/
updated: 2026-11-03
---

# Virtuous versus vicious cycle of price

> How price moves client behaviour and the business.

Alex Hormozi's framework, from Gym Launch Secrets, pp. 141 to 164.

Framework 9 of 33 from [Gym Launch Secrets](https://tomsharman.com/bookshelf/gym-launch-secrets/index.md) by Alex Hormozi. Category: Offers and pricing.

## The steps

1. **Lower price.** Emotional investment, perceived value and results fall while demandingness rises.
2. **Business effect of low price.** Profit per customer, self-value, service levels and sales conviction all fall.
3. **Higher price.** Investment, value and results rise while demandingness falls.
4. **Business effect of high price.** More profit to reinvest, higher service levels and stronger sales conviction.

## Where it comes from

From chapter: Chapter 8, Price-Profit Levers, pp. 141–164

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/gym-launch-secrets/virtuous-versus-vicious-cycle-of-price.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/gym-launch-secrets/virtuous-versus-vicious-cycle-of-price-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/gym-launch-secrets/virtuous-versus-vicious-cycle-of-price.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/gym-launch-secrets/virtuous-versus-vicious-cycle-of-price-dark.png