Pricing Your Services

Few topics create more anxiety for new coaches than pricing. Charge too little, and you undervalue your expertise while struggling financially. Charge too much, and you fear pricing yourself out of the market.

Here's the truth: there's no universally "correct" price. But there are principles that help you price confidently and profitably. This chapter will help you research your market, understand value-based pricing, structure packages effectively, and raise your rates as you grow.

Understanding Your Market

Before setting prices, you need to understand what the market will bear and where you want to position yourself.

Researching Local Rates

Mystery shop your competition:

• Check websites of other trainers in your area
• Call or email asking about rates (ethically)
• Look at gym personal training rates
• Check group class pricing

What to look for:

• Session rates (30-min, 45-min, 60-min)
• Package discounts
• Group vs. individual pricing
• Online coaching rates
• Specialty coaching premiums

Create a pricing map:

Market Positioning

Decide where you want to position yourself:

Budget/Value: Lower prices, higher volume, broader accessibility

• Pros: More accessible, faster client acquisition
• Cons: Need more clients to earn well, perceived as less expert

Mid-Market: Competitive with market averages

• Pros: Familiar pricing, easy to justify
• Cons: Competing primarily on service quality and fit

Premium: Higher prices, positioned as specialist or luxury

• Pros: Fewer clients needed, perceived expertise, better margins
• Cons: Requires strong positioning and proof of value

For calisthenics coaches with specialized certification, mid-market to premium positioning often makes sense. You offer something most trainers don't.

Value-Based Pricing

Cost-based pricing (covering your expenses plus profit) is one approach. But value-based pricing focuses on what results are worth to clients.

The Value Calculation

Ask: What's the outcome worth to the client?

A busy executive who wants to:

• Lose 20 pounds
• Have more energy for their career
• Feel confident in their body
• Reduce health risks

What's that worth to them? Probably thousands of dollars over time. Your $150 session contributes to an outcome they'd pay far more for if it were guaranteed.

Communicating Value

Don't sell sessions. Sell outcomes:

Weak framing: "I charge $100 per hour for personal training."

Strong framing: "My 12-week program helps busy professionals build functional strength and lose 10-15 pounds. The investment is $1,800, which breaks down to less than $25 per day of the program."

Same price, completely different perception.

Value-Based Pricing in Practice

Identify the transformation you provide:

• What problem are clients trying to solve?
• What does success look like for them?
• How much would they pay for that outcome if guaranteed?

Anchor to the outcome, not the time:

• "12-week transformation program" not "36 sessions"
• "First pull-up in 90 days" not "90-minute sessions"

Price relative to alternatives:

• What else might they try? (Gym membership, apps, other trainers)
• How much time and money have they already wasted?
• What's the cost of not solving the problem?

Structuring Your Offerings

How you package services affects both perceived value and your income.

Session-Based vs. Package Pricing

Individual Sessions:

• Simple and flexible
• Lower commitment for clients
• Unpredictable income for you
• No incentive for long-term commitment

Packages:

• Higher upfront commitment
• Predictable income
• Built-in discount incentivizes purchase
• Clients more likely to complete program

For most coaches, packages are preferable. They create commitment, improve outcomes (clients stick with it), and stabilize income.

Sample Package Structures

Time-Based Packages:

• 4 sessions (1 month): $400 ($100/session)
• 12 sessions (3 months): $1,080 ($90/session, 10% discount)
• 24 sessions (6 months): $1,920 ($80/session, 20% discount)

Program-Based Packages:

• First Pull-Up Program (8 weeks, 16 sessions): $1,200
• Body Transformation (12 weeks, 36 sessions): $2,700
• Athletic Development (16 weeks, 48 sessions): $3,200

Hybrid (Monthly Membership):

• 2 sessions/week: $600/month
• 3 sessions/week: $800/month
• Unlimited (within reason): $1,000/month

The Power of Three

Offer three tiers to make decisions easier:

Basic: Minimum viable service Standard: What most clients need (your anchor) Premium: Enhanced service for those who want more

Example:

Most people choose the middle option. The presence of premium makes standard feel reasonable.

What to Include Beyond Sessions

Enhance perceived value without adding much cost:

• Initial assessment and goal-setting
• Custom programming document
• Exercise video library access
• Weekly check-in messages
• Email support between sessions
• Progress tracking and reports
• Nutrition guidelines (within scope)
• Access to group sessions
• Priority scheduling

Bundling these "extras" justifies higher prices and creates differentiation.

Pricing Specific Services

One-on-One Training

Most common pricing model. Factors affecting rates:

• Your location (urban vs. rural, wealthy vs. modest areas)
• Your experience and credentials
• Your specialty (general fitness vs. specialized calisthenics)
• Session length
• Session location (studio vs. home vs. park)

Typical ranges (varies greatly by location):

• New trainers: $50-75/hour
• Experienced trainers: $75-125/hour
• Specialists/Premium: $125-200+/hour

Small Group Training

Training 2-4 clients together. Price per person is lower, but total revenue per hour is higher.

Pricing approaches:

Per person: $40-60/person/session (with 2-4 people = $80-240/session total)

Split pricing: "Bring a friend and each pay 60% of individual rate"

Fixed group rate: $150/session for up to 3 people (they recruit and split)

Outdoor/Park Sessions

May price lower due to no facility costs, but don't undervalue:

• You still provide expertise
• Convenience for client
• Fresh air and varied environment is a feature

Price similar to indoor sessions unless you're using this as a lead generation strategy.

Online Coaching

Different model: less direct time, more scalable.

Typical structures:

Monthly programming only: $100-200/month

• Weekly programming
• Exercise videos/descriptions
• Email check-ins

Monthly coaching with check-ins: $200-400/month

• All the above plus
• Weekly video call
• Form review on submitted videos
• Direct message access

Hybrid (in-person + online): Premium pricing

• Monthly sessions plus remote support

Specialty Sessions

Workshops, assessments, or specialized services:

Movement assessment: $75-150 (standalone or included in packages) Skill workshop (2-3 hours): $50-100 per person Corporate wellness sessions: $200-500+ (depending on group size and format)

Common Pricing Mistakes

Mistake 1: Racing to the Bottom

Competing on price is a losing strategy. There's always someone cheaper. And cheap often signals low quality.

Instead: Compete on value, specialization, and client experience.

Mistake 2: Not Charging What You're Worth

New coaches especially undercharge. They're not confident yet. But low prices:

• Attract clients who don't value training
• Make sustainable business difficult
• Train clients to expect cheap

Instead: Price at least at market average from the start. You can offer intro discounts, but establish your real rates early.

Mistake 3: Complicated Pricing

Fifteen different packages with complex rules confuse people. Confusion leads to inaction.

Instead: Offer 2-4 clear options. Make the choice easy.

Mistake 4: Hiding Prices

Some coaches refuse to share pricing until a consultation. While this can work for premium services, it often frustrates prospects and wastes everyone's time.

Instead: At minimum, share "starting from" ranges so people know if you're in their budget.

Mistake 5: Never Raising Rates

If your prices never increase, you're effectively earning less each year due to inflation. Plus, your skills improve over time.

Instead: Plan regular rate increases (see below).

Raising Your Rates

Rate increases are inevitable for a sustainable business. Here's how to handle them professionally.

When to Raise Rates

Trigger points:

• Annual review (every 12 months minimum)
• Demand exceeds capacity (you're fully booked)
• You've added significant expertise or credentials
• Market rates have increased
• Cost of living has increased

How Much to Raise

• Annual inflation adjustments: 3-5%
• Demand-based increases: 10-20%
• Major repositioning: 25%+ (essentially becoming a different service)

Small, regular increases are easier for clients to absorb than large, infrequent ones.

Communicating Rate Increases

Give advance notice: 30-60 days minimum for existing clients

Be straightforward: Don't over-apologize or over-explain

Sample script for existing clients:

"Hi [Client], I wanted to let you know that effective [date], my rates will be increasing from $100 to $110 per session. This reflects [increased costs/enhanced services/market adjustment]. I'm grateful for your continued commitment to training, and I'm excited about your progress. If you have any questions, I'm happy to discuss. Let me know if you'd like to lock in a package at current rates before the change."

For new clients: Simply quote the new rates. No explanation needed.

Grandfather Clauses

Some coaches keep existing clients at old rates. This creates complexity over time and limits your growth. Better approaches:

• Smaller increase for existing clients than new clients
• Grace period before increases apply
• Loyalty package at discounted rate for clients who've been with you 12+ months

But eventually, all clients should move to current pricing.

Handling Pushback

Most clients accept reasonable increases. If someone pushes back:

Acknowledge their concern: "I understand budgets are a consideration."

Reinforce value: "The results you've achieved are significant, and I'm committed to continuing that progress."

Offer alternatives: "If the new rate is challenging, we could adjust to bi-weekly sessions or explore group training options."

Be willing to let go: Not every client will stay. That's okay. Rate increases naturally filter for clients who value what you provide.

Pricing Psychology

Understanding how people perceive prices helps you structure offers effectively.

Anchoring

People evaluate prices relative to a reference point. Control that anchor:

• Show your premium option first (makes standard seem reasonable)
• Mention what comparable services cost ("gym personal training averages $80/session")
• Frame monthly cost as daily cost ($600/month = $20/day)

Price Endings

• $97 vs. $100: Odd pricing suggests discount/value
• $100 vs. $97: Round pricing suggests quality/premium

Match your positioning. Premium services often use round numbers.

Pain of Paying

Paying hurts. Reduce the pain:

• Offer payment plans for larger packages
• Accept credit cards (even with fees)
• Emphasize what they gain, not what they spend
• Bundle items so it feels like one purchase, not many

The "Too Cheap" Problem

Counterintuitively, pricing too low can hurt conversions. People assume:

• "They must not be very good"
• "There's a catch"
• "It won't actually work"

Premium pricing (appropriately positioned) can increase conversions because it signals quality.

Setting Your Initial Prices

Here's a step-by-step process for first-time pricing:

Step 1: Calculate Your Minimum

What do you need to earn monthly to sustain your life and business?

• Living expenses
• Business costs (insurance, equipment, marketing)
• Taxes (set aside 25-30%)
• Savings/emergency fund

Example: You need $5,000/month after taxes and expenses.

Step 2: Estimate Capacity

How many sessions can you realistically deliver weekly?

• Account for travel time, admin, marketing, rest
• Full-time trainers often max at 25-30 sessions/week
• Part-time or hybrid might be 10-15 sessions/week

Example: You can train 20 sessions/week = 80 sessions/month

Step 3: Calculate Minimum Rate

$5,000 needed ÷ 80 sessions = $62.50/session minimum

This is your floor. You cannot go below this sustainably.

Step 4: Research Market Rates

What do others charge? Where do you want to position?

Step 5: Set Your Rate

Choose a rate that:

• Exceeds your minimum
• Fits your market position
• Feels right for your experience level
• You can confidently quote

Example: $80/session for sessions, with packages discounting to $70/session

Step 6: Create Packages

Build 2-3 packages at different commitment levels, with savings for larger commitments.

Step 7: Test and Adjust

Launch with these prices. Track:

• How often prospects book
• Any price objections you hear
• Your income relative to goals

Adjust after 3-6 months based on real data.

Your Pricing Action Plan

Before moving to the next chapter:

1. Research 5+ competitors' pricing in your market
2. Calculate your minimum required rate
3. Decide your market positioning (budget, mid, premium)
4. Create 2-3 packages with clear inclusions
5. Practice stating your prices confidently out loud
6. Plan your first rate review (set a calendar reminder for 6-12 months)

Remember: pricing is a skill that develops over time. Your first prices won't be perfect. What matters is starting somewhere reasonable and adjusting based on experience.

In the next chapter, we'll cover how to onboard new clients effectively, setting the stage for successful training relationships.