How to price your online coaching

Most coaches undercharge, and almost always for the same reason: they price off what they imagine a client will pay, not what the result is actually worth. The fix isn't a magic number — it's a way of thinking about the number.

Start from your income, not your competitors'

Decide what you want to earn, then divide by the number of clients you can coach well. If you want $6,000 a month and can give real attention to 30 people, that's $200 each — before you've looked at what anyone else charges.

Comparing yourself to the cheapest coach in your niche is a race to burnout. Comparing yourself to your own capacity keeps the math honest.

Charge for the transformation, not the hours

Clients aren't buying a program PDF or a weekly call. They're buying the version of themselves on the other side of it. Price the outcome — the confidence, the strength, the consistency — and the rate stops feeling like a lot for "some workouts."

Raise rates on a schedule, not an apology

Set a date to review pricing — every six or twelve months — and grandfather existing clients for a cycle. A predictable, unapologetic increase reads as a healthy business. A nervous, one-off ask reads as a favor you're afraid to charge for.

When your app, your check-ins, and your brand all look the part, the rate is easier to hold. Looking like a studio is part of being worth studio money.