BUSINESS
Updated 2026-10-21
Most new online coaches price by looking at what others charge and going a little lower. That is how you end up with forty clients, no time and not enough income. Price from your own numbers instead.
To decide how much to charge for online personal training, divide your monthly income target by the number of clients you can coach well at the service level you offer. Then check the result against what your niche can pay and adjust what is included, not just the price. Charge monthly, and offer at most two or three tiers that differ by the amount of contact, not by the quality of the program.
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Start freeMonthly price = (income target + business costs) / number of clients you can coach well
To estimate capacity, time one full client cycle: weekly review, check-in reply, messages and a program update averaged per week. Multiply by the clients and compare with the hours you want to work.
These numbers are illustrative; use your own.
Capacity: 15 hours / 0.5 hours = 30 clients. Price: (3,000 + 300) / 30 = 110 per client per month.
If your niche cannot pay 110, you have three options: reduce time per client (better systems, written instead of video check-ins), work more hours, or move to a niche that values the result more. Lowering the price without changing anything else only makes the problem worse.
Keep the program quality the same in every tier and change the level of contact:
Three tiers is the maximum; most coaches sell one or two.
Raise prices for new clients first, when you have a waitlist or when you are near capacity. Keep current clients at their price for a while, or give them notice. Each price rise should come with proof: client results, testimonials and a clear description of what they get.
Your margin depends on how many minutes each client takes per week. A system where clients log every set on their phone, and you review everyone from one dashboard, is the biggest lever. GoHarder is free for up to 3 athletes, and paid plans are tiered by number of athletes, so software stays a small part of your costs as you grow. If you are just starting, read our roadmap on how to become an online fitness coach.
Prices vary widely by country, experience, niche and how much contact is included: from low-cost app-only programs to premium packages with daily messaging and calls. Instead of copying an average, work backwards from your income target and how many clients you can coach well.
Monthly is the standard for online coaching because the value is ongoing: program updates, weekly reviews and messaging. One-off programs are fine as a low-price entry product, but they rarely build a stable income.
Per hour of your time, usually not. Per month, online coaching is often cheaper for the client than several in-person sessions per week, because you coach more clients in the same time. Price on the result and the support you give, not on minutes.
It depends on how much contact each package includes. With weekly written check-ins and a good system for reviewing logs, many coaches handle a few dozen clients. With daily messaging and calls, far fewer.
Coach your athletes in GoHarder
Build programs, assign them to clients and review every logged set. Free for up to 3 athletes.
Start free