Are C12 Group franchisees required to make regular price adjustments to remain competitive?
C12_Group Franchise · 2025 FDDAnswer from 2025 FDD Document
| | $26,001 | 25% | | - | | | $40,000 | | | $40,001 | 22.5% | | - | | | $60,000 | | | $60,001 | 20% | | - | | | $80,000 | | | $80,001 | 17.5% | | + | |
Note: While Franchisee is at liberty to set pricing according to local market conditions, it is strongly recommended that Franchisee makes regular price adjustments to remain competitive within the industry and to keep pace with Franchisor's recommended dues schedule.
- b. Member Registration Fees. Franchisee shall pay Franchisor its then-current Member Registration Fee for each new member registered with Franchisee's Franchised Business to cover certain start-up costs and materials. These fees are due with the submission of new member registrations to Franchisor and must be received before a personalized New Member Kit will be sent to Franchisee for such member(s). Franchisee may charge members more than the Member Registration Fee Franchisee pays to Franchisor. The Member Registration Fees Franchisee will pay to Franchisor, regardless of what Franchisee actually charges members, are currently $550 for a CEO Forum member and $330 for a Key Player Forum member. The recommended 2024 pricing for CEO Peer Advisory Group membership dues is $1,400 and for Key Players Group membership dues is $700 (excludes one-on-one sessions). A discount may be offered for members whose annual revenue is below $10
Source: Item 22 — CONTRACTS (FDD page 46)
What This Means (2025 FDD)
According to the 2025 C12 Group Franchise Disclosure Document, while franchisees have the autonomy to set pricing based on local market conditions, C12 Group strongly recommends that franchisees make regular price adjustments. This recommendation aims to ensure competitiveness within the industry and to align with C12 Group's suggested dues schedule.
Specifically, the FDD mentions recommended pricing for CEO Peer Advisory Group membership dues at $1,400 and Key Players Group membership dues at $700 (excluding one-on-one sessions) in 2024. C12 Group suggests franchisees establish pricing within a 10-25% variance of these recommendations, depending on local market conditions. A discount may be offered for members whose annual revenue is below $10 million.
While franchisees are not strictly mandated to adhere to these price adjustments, doing so is presented as a best practice to maintain market relevance and consistency with the overall C12 Group brand and service offerings. This allows franchisees to respond to local economic factors while staying within a range that C12 Group believes is optimal for its membership model. Therefore, it is in the franchisee's best interest to consider these recommendations carefully.