Are you using a family recipe, or can you share which recipes you are using? It looks like they vary considerably.
Gemma Stafford (Bigger Bolder Baking) featured a pretty simple, no-knead recipe in her video feed,
, and recipe (
http://www.biggerbolderbaking.com/homemade-soft-pretzels/). Hers contain no fat in the dough, but she does brush with melted butter when they are done baking. I have been meaning to try this recipe since it allows for fermentation overnight, which sounds like it would add a lot of flavor. Note, this recipe uses bread flour, as do most of those. Do you use bread flour?
Many of the Auntie Anne's (US shopping mall franchise) copycat recipes contain fat, either vegetable oil or butter in the dough. This one has both milk and butter, and a richer dough is going to yield a richer pretzel. This one looks like it knows what it's doing:
However, probably the basics of pretzels are the same as bread, which starts with proper kneading and not working too much flour into your dough. Do you use a stand mixer, food processor, or other machine to work the dough or do you do it entirely by hand? I use a pretty basic KitchenAid most of the time, and in order to spare the motor, I've begun doing most of the dough hook work with less than the total amount of flour. I let it work and work at a pretty soft dough, then if the dough needs a bit more flour in order to get to a smooth ball, I work that in at the very end. I've also become a fan of letting the dough proof more slowly, say overnight in the refrigerator, which allows the yeast to grow more slowly. (No knead doughs work like this, using time as the heavy-lifting tool.)
Finally, I've become a big fan of the tangzhong method of making lighter breads. It's simply taking about 10% of the flour for the recipe aside, and mixing it with water (or milk) from the recipe (generally about a 5:1 liquid to flour ratio), heating in a skillet or saucepan until it thickens, and the flour releases all its starches. This mixture, cooled, is added to the dough recipe. Just make sure you keep track of your ingredients. for example, if you took 25g of flour out of your main recipe, and added 125g of water to make the tangzhong roux, you'll need to make sure you subtract that 125ml of liquid from the rest of your dough recipe. For more detail about what the tangzhong does, here's a Cooks Illustrated article (It doesn't seem to be behind their pay wall at this point)
https://www.cooksillustrated.com/articles/141-the-fluffiest-dinner-rolls
I'm not sure what we Americans think of soft pretzels now are really in the Bavarian tradition anymore. The last time I had one was from the Wawa convenience/food store chain, and while they are really tasty, they seem much lighter, richer, and sweeter than the more German-style soft pretzels I remember from years ago. So, if you're working with a more European recipe, I'd expect a leaner, chewier pretzel.