From $99 Plans to $999+ Programs: How Trainers Are Making the Leap 

Business and Marketing

Bobby O'Connell Profile Picture

Author: Bobby O'Connell FRSA CSM

5 min read

The Pricing Ceiling That’s Holding You Back 

If you’ve been grinding to sell $99/month coaching plans and still feel like you’re stuck financially, you’re not alone. Many personal trainers and fitness professionals start with low-ticket offerings thinking it will be easier to sell — and for a while, it works. But eventually, most realize they’re running on a treadmill of churn. They’re constantly replacing clients, stretching their time thin, and struggling to build a truly sustainable business. 

The reality? Selling more low-priced offers doesn’t always lead to more income — or more impact. It often leads to burnout. 

That’s why a growing number of coaches are shifting their model. Instead of chasing volume, they’re selling high-ticket coaching programs priced at $500, $999, or even $2,000+. These coaches are still helping clients transform, but they’re doing it with fewer clients, more structure, and higher margins. 

You might be wondering: Is it really possible to sell a $1,000+ fitness program? The answer is yes — and this guide will show you how. 

1. Why High-Ticket Is the Future for Coaches 

Let’s break down the differences between low-ticket and high-ticket coaching: 

Low-ticket coaching (under $200/month): 

  • Requires a large number of clients to hit income goals 
  • Often attracts less committed clients 
  • Leads to more admin, messaging, and session delivery 
  • Has high churn (clients leave quickly) 
  • Makes it hard to provide truly individualized service 

High-ticket coaching ($500–$2,000+ per package or month): 

  • Attracts more serious, results-driven clients 
  • Requires fewer clients to meet or exceed income goals 
  • Allows you to deliver deeper transformation with more structure and accountability 
  • Builds stronger, longer-lasting relationships 
  • Encourages more engagement and better results 

This isn’t just a pricing tactic — it’s a fundamental shift in how coaches view the value of their service. 

Fitness coaching is no longer about “access” — it’s about outcomes. People don’t just want another workout plan. They want to feel better in their body. Build confidence. Gain strength. Lose the weight they’ve struggled with for years. And they’re willing to pay more to get those results — especially if you have a clear path to get them there. 

2. What’s Really Stopping You from Charging More 

The biggest barrier to charging premium prices isn’t your audience — it’s your mindset. 

Here are three common mindset blocks that keep coaches undercharging: 

1. Imposter Syndrome 

“I’m not experienced enough to charge more.” 
Even seasoned coaches feel this. But the truth is, if you’ve helped people get results, you’ve already proven your value. High-ticket coaching isn’t about being the best in the world — it’s about clearly communicating how you help people solve a specific problem. 

2. Fear of Rejection 

“What if people say no?” 
Not everyone will say yes — and that’s okay. High-ticket sales are about alignment, not volume. You’re not trying to sell to everyone. You’re looking for the right people who see the value and are ready to invest. 

3. Misunderstanding Value 

“I’m just providing workouts and check-ins — is that really worth $999?” 
This is a major mindset shift. People don’t pay for time or tasks. They pay for transformation. If your coaching helps someone lose 20 pounds, build muscle, feel confident, or avoid surgery — that’s extremely valuable. 

Reframe it this way: You’re not charging for minutes. You’re charging for results, and the life-changing impact those results create. 

3. What Makes a High-Ticket Offer “Worth It” 

High-ticket programs work because they’re positioned differently. It’s not just about more support — it’s about creating a container that leads to real, lasting change. 

Here’s what every high-ticket offer needs: 

  • A Clear Outcome 
    People don’t buy coaching — they buy the result. “Lose 10kg in 90 days,” “Finally get your first pull-up,” “Train for your first half marathon.” You need a crystal-clear promise so your program feels outcome-driven. 
  • A Defined Framework 
    Your method matters. Package your unique way of delivering results into a signature process or system. This might be a three-phase program (e.g., Assess – Train – Sustain), or a weekly breakdown of how clients move toward their goal. 
  • Added Support 
    To justify premium pricing, your clients should get more than just workouts. Consider: 
  • Weekly or bi-weekly check-ins 
  • Nutrition guidance or accountability 
  • Community via group messaging 
  • Progress tracking through TrueCoach 
  • Mindset coaching or habit support 
  • Professional Presentation 
    How you package your offer influences how it’s perceived. Naming your program (“The Body Breakthrough Blueprint” vs. “Online Coaching”) increases authority. A branded sales page, testimonials, and strong visuals all boost credibility. 

The bottom line: your program should feel like an all-in-one solution, not a piecemeal service. 

4. Start Selling with Confidence: The 3-Sale Shift 

Most coaches think selling high-ticket requires hard selling or manipulative tactics. Not true. It’s actually about having better conversations, asking better questions, and showing how your program solves a real problem. 

Here’s what needs to shift: 

1. Sell the Transformation, Not the Time 

Instead of listing the features of your program (4 workouts/week, biweekly calls, etc.), focus on the transformation it delivers. 
“This program helps busy professionals build strength and drop 10lbs without sacrificing their weekends.” 

2. Qualify Before You Pitch 

Don’t pitch your program to everyone. Use application forms, surveys, or DMs to filter for people who are truly ready. Ask about their goals, current struggles, and what they’ve tried before. This makes your sales process smoother and more aligned. 

3. Sell Through Conversations 

High-ticket sales aren’t made on a checkout page. They’re made in conversations. Whether through DMs, video calls, or voice notes — you’re helping someone make a life-changing decision. That requires trust, clarity, and empathy. 

You don’t need to be pushy. You just need to clearly show that your program can help them get where they want to go — and that you’re the right coach to guide them. 

Conclusion: Your Next Step 

If you’re still reading, chances are you’re ready to stop spinning your wheels with low-ticket offers and start charging what you’re worth. High-ticket coaching isn’t just for elite trainers or influencers. It’s for any coach who can confidently deliver results, cares about their clients, and wants to build a sustainable business. 

Making the leap is about strategy, mindset, and execution — and you don’t have to figure it out alone. 

Want a deeper roadmap? 
Download our free guide: How to Sell High-Ticket Coaching Programs. 
It’s packed with step-by-step strategies, pricing frameworks, and templates to help you confidently create and sell your first premium program. 

Get your copy today — it’s free for a limited time. 

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Bobby O'Connell Profile Picture

Author: Bobby O'Connell FRSA CSM

  • First published: June 17 2025

    Written by: Bobby O'Connell