How Much to Charge for Online Fitness Coaching (and How to Raise Your Prices)

Charge for online fitness coaching as a complete program sold over a set term, paid upfront or monthly, and never as a weekly fee for individual services. As a starting point I recommend around $1,200 to $1,500 for a three-month program and $2,500 to $4,000 for six months, then raising prices as your results and demand grow. Pricing too low is one of the most common reasons online fitness coaches stay stuck.

My first ever programs were $99, and a $399 twelve-week plan that I genuinely thought was expensive. Since then I've had a $380K month in my coaching business and made $4 million from online coaching in total, and I've watched hundreds of fitness coaches in The Blueprint fix their pricing. Here's how I'd think about it.

Why shouldn't you charge by the week?

A coach joined my mentorship last year with a price list that looked like this:

• $60 a week for meal plans
• $80 for training and meal plans
• $90 for weekly check-ins
• $40 for fortnightly check-ins

And it kept going. This is extremely common. It's an a la carte menu, where the client picks a main, grabs a side, and skips dessert if they're not hungry.

There are two problems with it.

First, you're asking the client to choose what they need, and they don't know what they need. That's largely why they came to you.

Second, once they're choosing from a menu, they value you on the individual items. How many check-ins, how many program changes. They stop valuing you on the result those things get them.

Weekly pricing also creates a "what did I get this week" comparison every single week. A package removes it.

What are you actually selling?

You're selling the result. You don't sell meal plans, training programs or check-ins. You sell someone getting where they want to go in months instead of years, and not having to keep trying and failing on their own.

There's an old story I tell about this. A machine breaks down in a factory and it's costing them a fortune every hour. Nobody can fix it. They call in an old expert, who looks at it for a few minutes, taps it once with a hammer, and it roars back to life. He bills them $10,000. The owner nearly loses his mind, so the expert sends an itemised invoice:

• Tapping the hammer: $1
• Knowing where to tap: $9,999

Coaching is the same. The advice often looks simple on the surface. Your client is paying for knowing which simple thing to tell which person, and for everything you chose not to give them.

How much should you charge for online fitness coaching?

These are the starting ranges I teach for a complete program (training, nutrition and accountability bundled together):

• 3 months: $1,200 to $1,500
• 4 months: $1,500 to $2,600
• 6 months: $2,500 to $4,000
• 12 months: $4,000 to $8,000 and up

I'd aim for a minimum of $1,000 for any program, and $1,500 to $3,000 for three to six months is a strong place to land. These are my own recommended starting points from coaching fitness coaches, not an industry survey, so treat them as a starting place and adjust for your market, your results and your niche.

You can take payment in full upfront or split it monthly over the term. Both work. What matters is that the client is buying a whole program with a start, an end and a result.

Do the maths against your time

This is where it clicks for most people, especially if you're doing this next to a job or a full PT diary.

Say your job pays you $1,500 a week.

At $60 a week per client, you need 25 clients to match it. That's 25 people to program for, check in on and manage, in the hours you have left after work. You've built yourself a second job that pays the same as the first.

At $1,500 for three months, each client is worth $125 a week. You need 12.

Same money, less than half the people, and 12 is a number you can actually look after properly.

Why do higher prices get better results?

People listen to what they pay for. If you charge someone $4 for a twelve-month program, they won't listen to a word you say, they won't get a result, and then they'll tell people your program doesn't work. Charge $4,000 for the same thing and they hang off every word.

Higher prices also give clients more skin in the game, which helps with clients cancelling early. Better clients get better results, better results get you testimonials and referrals, and that lets you raise prices again.

It should feel a bit painful for the buyer and a bit uncomfortable for you. That's how you know it's about right.

How do you raise your prices?

1. Package what you already do. Bundle training, nutrition and check-ins into one named program with a clear promise and a set length. A name like "90-Day Fat Loss Blueprint" for a specific person beats "online coaching".
2. Add value instead of discounting. Never discount. If someone needs a reason to buy, add something that solves a specific objection they have, like a bonus that handles the thing they're worried about.
3. Raise it for new clients first. Your next sales call gets the new price. Existing clients can stay where they are.
4. Offer the longer program first on the call. Present the 12-month or 6-month option before the 3-month one. The first number someone hears sets what feels normal.
5. Get creative with how they pay. If $4,000 upfront is a stretch for someone, offer half now and half later, or a monthly split. Keep the total the same and try to collect a bit more upfront.
6. Raise again when demand and results back it up. If you're consistently booked out and clients are getting results, that's your signal.

What about churn and lifetime value?

Your price on its own doesn't tell you much. What tells you whether the business works is lifetime value, the total a client pays you over their whole time with you.

A coach charging $80 a week whose clients leave after four months has a lifetime value of $1,280. Improve delivery so clients stay seven months and it's $2,240, without touching the price. Add a re-sign offer at the right moment and it goes up again.

So once your price is in a decent range, look at how long clients stay and whether they re-sign. Ask about extending when someone is buzzing about a result, around 70% of the way through their program, instead of waiting for the last week.

Common questions

If you want a second set of eyes on your offer and pricing, book a call with my team and we'll go through it with you.