What your price depends on
Before you throw out a random number, you need to look at these variables. They're what actually justifies charging more or less than the average:
- Your specialization: a generic coach competes on price and will always be pushed downward. A specialist in a concrete niche (HYROX prep, injury recovery, postpartum training) charges for their unique expertise.
- The result you deliver: people don't pay you for the hours you spend with them, they pay for transformations. The clearer and more tangible the result you promise (and deliver), the more your service is worth.
- Your market and location: teaching classes in a park, a chain gym, or at a client's home in an affluent area aren't the same thing. The context sets the glass ceiling on your in-person prices.
- The client experience: do you hand over a basic PDF, or do you use a platform like ATHRIX to track progress, give constant support, and professionalize communication? The technology you use raises the perceived value.
Looking at the competition is a useful reference, but the most common mistake is copying your neighbor's price without knowing their cost structure or their level of training. Your profitability can't depend on what someone else decides to charge.
Pricing models: which one fits you?
How you structure your billing defines your financial stability and your ability to scale. These are the most common formats:
1. Single session (pay per class)
The traditional model, and the riskiest. If the client doesn't show up, you don't get paid. It creates a lot of uncertainty and tends to attract low-commitment clients. It's useful only for initial assessments or one-off consultations.
2. Session packs or monthly fee
This is the industry standard. The client pays upfront for a number of sessions (8, 12, 16) or a full month. This secures your cash flow and improves the athlete's adherence to the plan. Tip: set an expiration date on packs so they don't drag on indefinitely.
3. Small-group training (semi-private)
One of the best ways to raise your hourly value. Instead of charging $X to one person, you charge 70% of $X to four people at the same time. The client pays less, but you earn almost three times as much for the same hour of work.
4. Online coaching (remote coaching)
This is where you break the barrier of time. You're not charging for being present, but for designing the plan, tracking progress, and constantly adjusting it. It lets you handle far more athletes without burning out, and the price is usually a fixed monthly subscription.
How to calculate your "ideal" hourly rate
To avoid losing money, you need to work backwards. Follow these steps:
- Calculate your fixed costs: space rental (if you work out of a gym), taxes, insurance, transportation, software, and training courses.
- Define your desired salary: how much you need to earn per month to live the way you want and reinvest in your business.
- Set your real working hours: you can't train people 12 hours a day without burning out. Be realistic: how many quality hours can you actually give?
- The formula: (Fixed costs + Desired salary) / Monthly hours = Your minimum hourly rate.
If the result comes out well below what the market dictates, you have room to grow. If it comes out well above, you need to review your costs or dramatically raise the value of your offer so the client feels it's worth it.
The mistake of charging by the hour instead of by value
If you charge by the hour, you have a ceiling. The day has 24 hours and you have a limited amount of energy. To earn more, you have to work more hours, which leads straight to burnout.
The professional leap happens when you start selling solutions. You don't sell "3 sessions of 60 minutes," you sell "a 12-week program to improve your posture and eliminate back pain." By packaging your service as a program with a clear start and end, the price stops being compared to another trainer's hourly rate and starts being valued for the end benefit.
When and how to raise your prices
Many trainers are afraid of losing clients if they raise their prices. The reality is that if your service is good, most of them will stay. Some signs that it's time to adjust:
- Your calendar is full and you have to say no to new clients.
- It's been more than 6 or 12 months since you adjusted for inflation (especially important in volatile economies).
- You invested in new training that lets you deliver better results.
Communicate the increase ahead of time (at least 30 days), explain the improvements you're implementing in the service, and hold firm. The clients who only stay with you because you're the cheapest will leave, making room for those who genuinely value your work.
Want to professionalize your business and make billing simpler? With ATHRIX you can organize your training plans, track your athletes' progress, and manage your community all in one place. It's time to take your coaching career to the next level.