How Much Should I Charge as a Coach?

If you’re a coach, you’ve likely asked yourself the question: “How much should I charge?” It’s one of the most common yet confusing issues we face. Unfortunately, the advice floating around is often less than helpful.

Some people will throw out fixed numbers based on “the market.” But let’s be real—“Mate, you failed your Level 3 PT exam twice. You’re not an economics professor.”

Then there’s the classic vague statement, “Charge what you’re worth.” Or my personal favourite, the folks who tell you to double your rates overnight without even knowing what you’re currently charging.

So, before we go any further, let’s agree on one thing: These pricing methods are as useful as a butcher at a vegan conference.

The Only Pricing Method That Matters

After years as both a coach and mentor, I’ve found that there’s only one reliable, universal pricing method that works across the board. And it boils down to a single question:

“Does this price feel right?”

Let me explain.

The key to pricing is making sure you’re receiving a fair rate for your expertise and time. If you charge less than you think is fair, you’ll end up resenting your clients. You’ll feel unmotivated to deliver your best work, and your business will suffer.

On the other hand, if you charge more than feels right, you’ll put unnecessary pressure on yourself. You’ll constantly feel like you need to overdeliver, which is not fun. Plus, imposter syndrome can skyrocket, making you second-guess every move. It’s also easier to gain a bad reputation when you’re charging £400/month compared to £180/month. People have higher expectations when they’re paying more, and it can backfire if you’re not ready for it.

The sweet spot? Charging what feels right. It helps you avoid these extremes and creates a better experience for both you and your clients.

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The Secret No One Talks About: Flexibility

Here’s where things get interesting.

When you charge what feels right, you also open the door to something no one else talks about—setting different rates for different clients.

Let’s be honest: not all clients are the same.

Some clients are a dream to work with. They’ve been with you long-term, are fine with a quick voice note each week, and only need a fresh training block a few times a year. In these cases, it makes sense to keep them at the same rate you set a couple of years ago.

But then there are those clients you know will be a handful from the start. You know the type: the ones who ask questions on a Sunday night and expect an immediate reply, who constantly want their plan to change, and who panic if the scale doesn’t drop every 24 hours.

These clients will take more of your time and energy. So, it only makes sense to charge them more.

Now, I’m not saying you should have wildly different rates for every single client. But it’s perfectly reasonable to be a bit flexible with your pricing based on the type of client you’re dealing with.

5 Pricing Considerations for Coaches

As you navigate pricing your coaching services, here are five key takeaways to keep in mind:

1. Assess Client Workload – Not all clients require the same level of attention. Clients who need more time and personalised support should be charged higher to reflect the added workload.
2. Know Your Market, But Don’t Follow It Blindly – Understand the general rates in your industry, but don’t feel pressured to fit into a certain price bracket. Charge based on what feels right for your services and the value you offer.
3. Factor in Your Experience – As your experience and expertise grow, so should your rates. Don’t be afraid to charge more as you become more seasoned and able to deliver better results.
4. Be Flexible with Long-Term Clients – Clients who have been with you for a long time or require minimal support don’t necessarily need a price hike. They bring consistency and trust, which can be worth maintaining at an older rate.
5. Value-Based Pricing – Focus on the transformation you offer your clients. Pricing should reflect the value of the results they’ll achieve, not just the time you spend on them. If you can deliver significant results, your rates should match the value of that outcome.

It’s Your Business, After All

At the end of the day, it’s your business. As long as you’re charging what feels fair to you—and your clients feel the same—everybody wins.

Anyone who tells you otherwise is likely serving their own best interests (looking at you, mentors who post Stripe screenshots all day).

If you’re ready to work 1:1 with someone who has only your best interests in mind, feel free to book a call with me today. Let’s find the right price point for you that feels fair—and helps you build a sustainable, thriving business.