Are you one of those trainers who charges session by session? It probably sounds familiar to a lot of you. While charging per session isn’t wrong, there are better, easier, more reliable ways to make your money. Subscription-style packages have brought a lot of success to trainers of all sorts. If it’s something you’ve been considering doing for a while, you’re not alone.
Not sure where to start? Let’s look at your current business and your local and/or online market, assess your position in the market, and price accordingly.
First, let’s break down your business. If you currently only train (and get paid) session by session, let’s establish a price that transitions your current clients to the new payment system and also sets you up to grow and scale your business forward.
Newsflash: most coaches undercharge for their services. Use the following for all clients, both online and in-person.
Step 1: List out your clients
Step 2: Identify the source that brought them to you (email marketing, word of mouth, etc.)
Step 3: Determine the start date
Step 4: Figure out total months trained
Step 5: Determine total sessions trained
Step 6: Calculate average hourly rate
Step 7: Calculate average session frequency
I am sure you’re mulling over a lot of different decisions to make. The following questions will help you get there:
Are you going to charge by a number of workouts delivered?
Are you going to have a minimum number of months they have to subscribe?
How often will you check in with them, if at all?
How often are they receiving value and contact with you?
Are you going to charge a flat rate for your programming services in general, or charge per workout you deliver each week or month?
Let’s simplify this. Charge a flat rate, whether you’re putting in two or four days a week of training. They aren’t paying you to write down exercises, they’re paying you to know what to assign—at how much, and how many, and for how long. When you charge a flat rate, your client knows what they’re getting and the relationship is clear. Plus, it makes it easier to transition them into a subscription-based payment. When your client sees the set price for each month, it makes it easier for them to factor that into their monthly expenses.
The Right Kind of Programming For Subscription Packages
Something else to consider is if you’re selling a membership to workouts that you make up in your head or if you’re selling your clients the results they want via all the experience and perspective you have gained up until this point. Those are two very different things. It’s one thing to just write a bunch of programming willy nilly, but it’s entirely another thing to offer value to your customers based on everything you’ve learned in the past.
As far as individual program design goes, focus on giving the client what they personally need to be successful. If that’s two days a week of strength training and two days of low-intensity aerobic work, that still means you’re developing a solid program. Offer that clearly and don’t waver from it. Giving too many options makes it harder for the client too, so keep it simple: Four sessions a week like clockwork. If you make your programming steady, the payment will start to come in more steadily as well.
Setting the Right Price
Now let’s backtrack and figure out the average hours you work per client. Next, calculate how many hours a day you’re going to set aside for online training. Now ask yourself honestly: how many clients can you fit into that window of time? How are you currently using your time to complete your tasks?
Understanding how much time you spend with a client and how much backend work you put in will help guide you in the decision on how much you should charge. Pricing is an interesting game. You know you have an excellent product to offer, but even the best of trainers can sell themselves short. Make sure you do the math and figure out how many hours you’re actually putting in so that you can charge accordingly. It might feel like a pain in the neck to put in all the work and crunch numbers, but that’s the only way you can automate everything and get all your clients on a subscription package.