IN an era when the cost of just about everything is going up, it is refreshing to see Worcester Wolves resist the temptation to cash in on their success.
Wolves have been on the rise for the past decade and are now enjoying the most prosperous spell in their history.
This season they have won the British Basketball League Trophy, equalled their highest ever place in the league of third and are well set for a tilt at the play-offs.
Crowds regularly top 1,000 and the University Arena and is fast becoming the place to be on Friday nights.
Undoubtedly, with Worcester Warriors facing relegation, they are the city's sporting success story of recent times.
Which is why the club's decision to cut its admission prices is welcome. Wolves recognise they have a popular product and are keen to keep interest high.
It would have been easy to milk the cash cow for all it was worth and risk losing supporters as a result.
Many of Worcester's fanbase are families whose children are the fans of both today and tomorrow.
Tickets bought in advance online have only gone down by £1 and £2 respectively for adults and concessions but that adds up when their are around 20 home games. Season ticket prices have also remained constant.
On-the-door admission is likely to be more expensive but that is not unusual for tickets to any event not purchased beforehand.
Wolves have definitely bucked the trend compared to their rivals and, I dare say, a lot of clubs further afield.
Worcester City Football Club have upped their turnstile admission for the 2014-15 season, albeit only by a £1.
It is also significantly cheaper than watching Worcester Warriors lose every other week at Sixways.
Plenty of fans have complained at the cost of tickets which, even when bought in advance, range from £15 to £44.50 depending on category of fixture.
Attendances have plummeted this term and, whether they get relegated or not, are unlikely to rise without a review of the prices.
The idea is to encourage people to go, not turn them away.
Warriors could do worse than take a leaf out of Wolves' book.