A quick guide on How to price my Personal Training Services

Pricing your personal training services can be one of the most challenging aspects of running your business. Set your rates too high, and you may scare off potential clients. Set them too low, and you risk undervaluing your expertise and burning out. Striking the right balance between affordability and profitability is crucial for building a sustainable and thriving personal training business.

In this guide, we’ll explore pricing strategies, packaging options, and how to charge based on the value you provide rather than just the hours you work.

Why Pricing Matters

Pricing is more than just assigning a number to your services; it reflects the value you bring to your clients and influences their perception of your expertise. Here’s why getting it right is essential:

• Attract the Right Clients: Your pricing communicates the quality of your services. Well-thought-out rates attract serious clients who value your expertise.
• Sustain Your Business: Proper pricing ensures you’re compensated fairly, allowing you to grow and reinvest in your business.
• Build Client Trust: Transparent, value-based pricing helps establish trust and loyalty with clients.

1. Research Your Market

Before setting your rates, understand the pricing landscape in your area. Research:

• Competitor Rates: What are other personal trainers in your region charging? This gives you a benchmark.
• Target Audience: Consider your ideal clients’ income levels and willingness to invest in personal training.
• Service Demand: Are you in a high-demand area where clients are willing to pay a premium?

Example: Trainers in a metropolitan area might charge more than those in suburban or rural locations due to cost of living and client demographics.

2. Adopt Value-Based Pricing

One common mistake personal trainers make is charging solely based on hours worked. Instead, focus on the value you provide. Clients aren’t just paying for your time, they’re paying for:

• Your expertise and certifications.
• Customized workout plans tailored to their goals.
• Accountability and motivation.
• Measurable results, such as weight loss, improved strength, or increased energy.

Position your services as an investment in their health and well-being, and communicate how you’ll deliver lasting results.

3. Offer Tiered Pricing Packages

A one-size-fits-all approach doesn’t work for everyone. Offering tiered pricing gives clients flexibility while maximizing your earning potential. Here’s an example:

• Basic Package: Includes a limited number of sessions per month and a general workout plan.
• Standard Package: Adds personalized nutrition advice, progress tracking, and weekly check-ins.
• Premium Package: Offers unlimited sessions, access to an app, custom meal plans, and priority scheduling.

This approach allows you to cater to different budgets while showcasing the added value of higher-priced tiers.

4. Sell Bundled Packages

Rather than charging per session, consider offering packages that bundle multiple sessions. This strategy not only encourages commitment but also provides upfront income. Examples include:

• 4-Session Package: For clients who want to test your services.
• 10-Session Package: Ideal for clients with short-term fitness goals.
• Monthly Unlimited: Best for highly motivated clients seeking frequent training.

Offer discounts for larger packages to incentivize long-term commitments. For example, a 10-session package could be priced slightly lower per session than a 4-session package.

5. Introduce Subscription Plans

Subscription plans create consistent income and reduce the stress of chasing individual payments. For instance:

• Clients pay a flat monthly fee for a set number of sessions, access to virtual training, or ongoing support.
• Offer a tiered subscription with add-ons like meal planning or group classes.

Subscription models also help build loyalty, as clients are less likely to cancel when they’ve committed to a recurring payment.

6. Factor in Additional Costs

When pricing your services, ensure you account for expenses such as:

• Certifications and Continued Education: Your knowledge and skills are an ongoing investment.
• Equipment and Rentals: If you provide equipment or rent space, include these costs in your rates.
• Travel Time: If you offer in-home or on-location training, factor in travel expenses and time.

Being thorough in your calculations ensures your pricing is sustainable and profitable.

7. Highlight Your Unique Selling Points

Justifying higher rates becomes easier when you emphasize what sets you apart. Showcase your:

• Certifications and Expertise: Highlight specialized training or advanced credentials.
• Track Record: Share testimonials and client success stories.
• Customization: Explain how your plans are tailored to individual goals and lifestyles.

For example, if you specialize in post-injury recovery or marathon preparation, make this a key selling point.

8. Don’t Undervalue Virtual Training

Virtual training has become a popular and convenient option for many clients. While it may seem less intensive than in-person sessions, the value you provide is still significant. Charge appropriately by offering:

• One-on-One Virtual Training: Customized workouts conducted via video call.
• Pre-Recorded Programs: A library of workouts for clients to access on-demand.
• Accountability Check-Ins: Weekly calls or messages to track progress and provide motivation.

Position virtual training as a flexible and effective option, rather than a discount alternative.

9. Upsell Additional Services

Increase your income by offering value-added services alongside your training packages:

• Nutrition Coaching: Help clients with meal planning or macronutrient tracking.
• Fitness Assessments: Conduct baseline measurements and progress reports.
• Exclusive Resources: Provide access to eBooks, workout guides, or a fitness app.

These services enhance the client experience and allow you to charge premium rates.

10. Review and Adjust Regularly

Your pricing strategy shouldn’t remain static. As your skills, reputation, and demand grow, it’s important to adjust your rates. Consider raising prices annually or when you gain new certifications or introduce premium services.

Communicate changes clearly to existing clients, emphasizing the added value they’ll receive.

Example Pricing Breakdown

Here’s an example of a pricing structure to inspire your strategy:

• Basic Plan: $200/month for 4 sessions and a standard workout plan.
• Standard Plan: $350/month for 8 sessions, custom meal planning, and weekly check-ins.
• Premium Plan: $500/month for 12 sessions, unlimited messaging, and progress tracking.

This structure offers flexibility while ensuring each tier reflects the value provided.

Conclusion

Pricing your personal training services is a balancing act between affordability and value. By focusing on the results you deliver and offering flexible options like packages, subscriptions, and additional services, you can attract a wider range of clients while maximizing your income.

Remember, your time and expertise are valuable. Don’t be afraid to charge what you’re worth and position your services as an investment in your clients’ health and well-being. With a thoughtful pricing strategy, you’ll set the foundation for a thriving personal training business.

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Are you new to personal training? Read these articles to get started ongrowing your business:

• How to price your online training
• How To Attract Clients as a Personal Trainer
• What insurance should I get as a personal trainer?

About the Author:

Cory McKane

Cory is a huge fan of fitness - and an even bigger fan of helping you with your fitness. He's started on his journey with WeStrive back in 2015 and has been building it ever since.