Confidently Set Your Rates and Build a Thriving Coaching Business
Pricing your personal training services isn’t just about throwing out a number—it’s about confidently charging what you’re worth, building a sustainable business, and delivering massive value to your clients. Whether you’re a new trainer or leveling up your business, understanding how to price your services is key to long-term success.
In this guide, we’ll break down the most important factors to consider, what the industry averages look like, and how to eliminate the guesswork so you can build a profitable training business.
Why Your Pricing Strategy Matters
Pricing is more than just a number—it’s a reflection of your brand, your professionalism, and the results you deliver.
1. Perceived Value
In the eyes of potential clients, price = quality. If you undercharge, many clients may assume your services are lower quality—even if that’s not true. On the flip side, strategic pricing aligned with the transformation you offer boosts your credibility and positions you as a premium coach.
Would you trust a $20/hour trainer to help you recover from injury or hit a new PR?
2. Business Sustainability
Charging too little may help you get more clients in the short term, but it’s a fast track to burnout. Consider all the work you do outside of sessions—programming, communication, progress tracking, scheduling—and ask yourself:
Are you being paid for your time, or just your time in the gym?
3. Risks of Undercharging vs. Overcharging
- Undercharging attracts bargain-seekers and often leads to lower client retention.
- Overcharging, if not backed by value, leads to distrust and churn.
The goal? Price your services to match your expertise, deliver undeniable value, and maintain a healthy business model.
Want to build a business that reflects your worth? Download our Personal Trainer Business Planner to map out your goals, services, and pricing strategy step-by-step.
Average Personal Training Rates (By Coaching Model)
To give you a benchmark, here are common personal training rates in the U.S. as of 2024. Keep in mind, pricing varies widely based on location, niche, and delivery model.
In-Person Training
- One-on-One Sessions: $50–$100/hour
High-end trainers in metro areas may charge $150+/hour.
- Small Group Training (2–5 clients): $30–$50 per person/hour
Great for increasing your hourly income while still offering personalized coaching.
Online Coaching
- Fully Remote Packages: $150–$400/month
Includes programming, check-ins, progress tracking, and communication.
- Self-Guided or App-Based Programs: $50–$150/month
Less personalized but scalable. Often includes templated workouts and minimal coaching interaction.
Hybrid Coaching (In-Person + Online)
- Ranges: $200–$600+/month
Combines the accountability of in-person sessions with ongoing support and remote coaching.
Want a full breakdown of industry income potential? Check out our Personal Trainer Salary & Earnings Guide to see what trainers across the U.S. are making based on role, model, and experience.
What Affects How Much You Should Charge?
Your rate isn’t just about what others charge—it’s about what you bring to the table. Here are the key factors to evaluate:
1. Location & Cost of Living
Rates in big cities like New York or Los Angeles are much higher than in small towns. Research local competitors, gyms, and studios to understand your local market.
2. Experience & Certifications
Entry-level trainers might charge $40–$60/hour.
- Trainers with advanced certifications, years of experience, or degrees in kinesiology, nutrition, or physical therapy can confidently charge premium rates.
3. Specialization or Niche
If you work with a specific population—such as postnatal moms, rehab clients, athletes, or busy executives—you can charge more for your expertise and specificity.
Niche = premium pricing + stronger word-of-mouth + more client trust.
4. Client Results & Testimonials
Showcasing real results (before/after, success stories, testimonials) increases trust and helps justify higher prices.
5. Your Business Model
- Per session: Straightforward, but time-for-money model.
- Packages or Monthly Retainers: Encourages long-term commitment, scalable income.
- Recurring Subscriptions: Smooth cash flow, great for online or hybrid coaches.
Need help defining your niche or crafting a scalable offer? Download The Ultimate Coaching Growth Playbook—a free resource to grow smarter, not harder.
How to Calculate Your Rates (The Smart Way)
Step 1: Reverse-Engineer Your Income Goals
Start with the end goal—how much do you want or need to earn?
Example:
- Goal: $6,000/month
- You can handle 20 clients
- Each client needs to generate $300/month
- Structure packages or subscriptions to meet that goal
Step 2: Track All Time Spent
Don’t forget the invisible labor:
- Workout programming
- Progress tracking
- Messaging or emailing
- Administrative work
- Check-ins and feedback
If you spend 3 hours per week per client, your pricing needs to reflect total time spent—not just face-to-face sessions.
Step 3: Choose Your Pricing Model
- Hourly: Best for beginners or local clients
- Packages: 4, 8, or 12 sessions/month—encourages consistency
- Monthly Subscriptions: Ideal for online or hybrid coaching (and supported by TrueCoach)
Want help crunching the numbers? Try our Personal Trainer Income Calculator to map out your revenue plan.
How to Communicate Your Value (Without Feeling Salesy)
If you’re charging more than the local gym trainer, you need to show why.
1. Build a Strong Brand
Your brand should reflect professionalism, consistency, and confidence. Your website, Instagram, emails, and onboarding should all say:
“I know my worth—and deliver results.”
2. Offer More Than Workouts
People aren’t just paying for training—they’re paying for transformation, accountability, and support.
Add value with:
- Habit tracking
- Nutrition guidance
- Progress photos and metrics
- Ongoing communication
- Education around lifestyle and mindset
New to value-based coaching? Learn how to build systems that elevate your client experience in our Coaching Habits That Scale resource. The best part? All of this can be streamlined with TrueCoach to keep your client experience seamless.
3. Share Proof
Use testimonials, before/after photos, and even screenshots of client wins. These social proofs help justify your pricing without you ever having to “sell.”
4. Frame Price Around Transformation, Not Time
You’re not selling 3 sessions a week—you’re selling confidence, mobility, strength, fat loss, or performance gains.
When (and How) to Raise Your Rates
If your calendar is full, you’re delivering great results, or your costs have gone up—it’s time.
Signs You Should Raise Rates:
- You’re booked solid with no room for growth
- You’re offering more value (nutrition, app access, progress tracking)
- You’ve increased your experience or certification level
How to Do It Gracefully:
- Give advance notice (at least 30 days)
- Explain the reason—emphasize new tools, better service, or your growth as a coach
- Offer loyalty incentives—grandfather existing clients or offer a discount for annual renewals
Remember: People will pay more for someone who values themselves and delivers results.
Final Thoughts: Don’t Undersell Your Impact
Your coaching changes lives. You help people feel better, move better, and gain confidence. That’s worth charging for—and charging well.
You don’t have to guess anymore. With the right pricing strategy, the right communication, and tools, you can build a profitable, stress-free fitness business. TrueCoach is the trusted platform for coaches ready to charge what they’re worth and deliver a world-class client experience—online, in-person, or both.
Stop guessing. Start charging with confidence.
Recommended Resources For You
Resource
Where To Find New Clients: A Personal Trainer’s Guide to Bark.com
Author: Bobby O’Connell
The personal training industry is highly competitive, and getting a steady stream of new clients is essential for business growth. Online platforms like Bark.com provide a unique opportunity to connect with individuals actively searching for fitness professionals. This guide will walk you through how to effectively use Bark.com to find warm leads, communicate effectively, and convert those leads into paying clients.
Resource
How to Get Your First Client as a Personal Trainer
Author: Bobby O’Connell
Looking to land your first client? This free guide will walk you through a proven, 30-Day step-by-step process to attract and sign your first paying client—so you can start building a successful personal training business with confidence.
Resource
Integrating Nutrition Coaching into Your Personal Training Business
Author: Bobby O’Connell
This comprehensive guide dives deep into the practical applications of AI in fitness, offering actionable insights on how to utilize cutting-edge technology to enhance client results, streamline operations, and ultimately drive business growth.
Sign-Up for Our Newsletter
Author: Clare Hudson Marketing Coordinator - TrueCoach
Reviewed by Bobby O'Connell FRSA CSM
-
First published: April 22 2025
Written by: Clare Hudson