How to Price Your 12-Week Personal Training Programs to Win Clients (and Make Bank)

July 8, 2024
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Are you struggling to find the sweet spot for pricing your 12-week personal training programs? Discover how to set rates that attract clients while maximizing your income. In this comprehensive guide, we'll explore proven strategies to price your services competitively, communicate your value effectively, and create irresistible offers that convert prospects into loyal clients.

SpurFit personalizes plans for peak performance and client retention.

You'll learn:

• How to calculate your base rate

• Techniques for value-based pricing

• Strategies to create tiered pricing options

• Methods to overcome price objections

• Tips for positioning yourself as a premium coach

"Price is what you pay. Value is what you get." - Warren Buffett

Let's dive into the art and science of pricing your 12-week personal training programs for maximum impact and profitability.

Understanding Your Worth: Calculating Your Base Rate

Before you can set an attractive price for your 12-week program, you need to understand your minimum viable rate. This ensures you're not undervaluing your time and expertise.

Time Investment Analysis

Begin by calculating the total time you'll invest in each client over the 12-week period. Include:

• One-on-one training sessions

• Program design and customization

• Check-ins and progress tracking

• Answering client questions and providing support

For example, if you offer three 60-minute sessions per week, plus an additional 2 hours of support, your total time investment might be around 40 hours over 12 weeks.

Operational Costs

Factor in your business expenses:

• Software subscriptions (e.g., TrueCoach or MyPTHub)

• Marketing and advertising costs

• Equipment and maintenance

• Continuing education and certifications

Divide your monthly operational costs by the number of clients you can effectively manage to get a per-client cost.

Desired Hourly Rate

Determine your desired hourly rate based on your experience, qualifications, and target income. For instance, if you aim to earn $75,000 annually and work 40 hours per week, your hourly rate would be approximately $36.

Now, multiply your hourly rate by your time investment and add your per-client operational costs. This gives you your base rate for a 12-week program.

Value-Based Pricing: Elevating Your Offer

While understanding your base rate is crucial, the real magic happens when you shift to value-based pricing. This approach focuses on the results and transformation you provide, rather than just your time.

Quantifying Client Outcomes

List all the tangible and intangible benefits clients receive from your 12-week program:

• Average weight loss or muscle gain

• Improvements in strength and endurance

• Enhanced energy levels and mood

• Increased confidence and self-esteem

• Long-term health benefits

Assign a monetary value to these outcomes. For example, if your average client loses 20 pounds, how much would they typically spend on other weight loss methods to achieve similar results?

Unique Selling Proposition (USP)

Identify what sets you apart from other trainers:

• Specialized certifications or expertise

• Proprietary training methods

• Exclusive equipment or technology

• Personalized nutrition guidance

• Community support or accountability groups

Your USP adds significant value to your offering and justifies a higher price point.

Creating Tiered Pricing Options

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Offering multiple pricing tiers can help you cater to different client needs and budgets while maximizing your revenue potential.

Bronze Package

This entry-level option might include:

• Weekly workout plans

• Monthly check-ins

• Access to a client portal or app

Price this tier slightly above your base rate to ensure profitability while attracting budget-conscious clients.

Build Your Clients Base with SpurFit's AI-Fueled Coaching Resources.

Silver Package

Your mid-tier option could offer:

• Everything in the Bronze package

• Bi-weekly one-on-one virtual training sessions

• Personalized nutrition guidance

• Weekly check-ins and adjustments

Price this package to represent the best value for most clients, encouraging them to choose this option.

Gold Package

Your premium offering might include:

• Everything in the Silver package

• Weekly one-on-one virtual training sessions

• 24/7 chat support

• Customized meal plans

• Progress tracking with InBody scans

Price this package at a premium to reflect the high-touch nature of the service and attract clients who want the best possible support and results.

Communicating Your Value Effectively

Once you've set your prices, it's crucial to communicate the value of your programs effectively to potential clients.

Results-Focused Marketing

Highlight client success stories and testimonials that demonstrate the transformative power of your 12-week programs. Use before-and-after photos, video testimonials, and detailed case studies to showcase the real-world impact of your coaching.

Emphasize Long-Term Benefits

Help prospects understand the long-term value of investing in their health and fitness. Discuss how your program can lead to reduced healthcare costs, increased productivity, and improved quality of life for years to come.

Offer a Money-Back Guarantee

Consider offering a satisfaction guarantee to reduce the perceived risk for potential clients. This shows confidence in your program and can be a powerful conversion tool.

Overcoming Price Objections

Even with a well-structured pricing strategy, you may encounter objections. Here's how to handle them:

Focus on Value, Not Cost

When a prospect says your program is too expensive, redirect the conversation to the value they'll receive. Compare the cost of your program to alternatives like gym memberships, meal delivery services, or medical treatments they might need without improving their health.

Offer Payment Plans

Make your programs more accessible by offering installment plans. This can help clients manage cash flow while still committing to your full program.

Limited-Time Promotions

Create a sense of urgency with special offers for early sign-ups or referrals. This can encourage prospects to take action without permanently lowering your prices.

Ready to Master the Art of Pricing and Skyrocket Your Income?

Unlock the secrets to premium pricing and client attraction with our exclusive "Price Like a Pro" coaching program. Learn how to confidently charge what you're worth and attract high-paying clients who value your expertise.

"Your pricing strategy is the key to unlocking your true earning potential. Don't leave money on the table – learn to price for success!"


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Pricing your 12-week personal training programs effectively is a crucial skill that can dramatically impact your success as an online fitness coach. By understanding your worth, focusing on value-based pricing, and creating tiered options, you can attract a wide range of clients while maximizing your income potential.

Remember, your pricing strategy is not just about numbers – it's about confidently communicating the transformative value you offer. As you implement these strategies, you'll find yourself attracting more committed clients who are eager to invest in their health and fitness under your guidance.

Stay consistent with your pricing approach, continually refine your offerings, and don't be afraid to position yourself as a premium coach. With the right pricing strategy, you'll not only win more clients but also build a thriving, profitable online personal training business that allows you to make a significant impact on people's lives.

Empower Your Clients with SpurFit's AI-Fueled Coaching Resources.


1. How often should I review and adjust my pricing?

Review your pricing at least every 6-12 months, or whenever you significantly upgrade your skills or program offerings.

2. Should I display my prices on my website?

While transparency can be beneficial, consider requiring prospects to book a call to discuss pricing. This allows you to communicate your value effectively before revealing costs.

3. Is it okay to offer discounts to attract new clients?

Occasional promotions can be effective, but avoid frequent discounting as it can devalue your services. Instead, focus on adding value to justify your prices.

4. How do I handle clients who want to negotiate my rates?

Stand firm on your pricing but be open to adjusting the package contents. You might offer fewer sessions or remove certain features to meet their budget.

5. What's the best way to raise prices for existing clients?

Communicate price increases well in advance, explain the reasons (e.g., enhanced services, increased costs), and consider grandfathering loyal clients at their current rate for a set period.

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