How to price your coaching packages
Adebola Ali · 2 min readPricing is one of the hardest calls a new coach makes, and it is easy to either underprice out of fear or overprice by copying a number you found online. Most coaches land on a price through guesswork rather than a repeatable process.
This guide walks through a simple framework for setting a price you will still be happy with a year from now, one that accounts for your time, the outcome you deliver, and how your business actually grows.
Start from your time, not a competitor’s price
It is tempting to open a few coaching pages, average their prices, and copy the number. The problem is you have no idea what is actually included, how many hours that coach spends per client, or what their costs look like. Work out how many hours a client genuinely takes you each month, including programming, check-ins, and messages, then decide what your time is worth per hour. That number is your floor, not your final price.
Price the outcome, not the admin
Clients are not paying for a spreadsheet of sets and reps, they are paying for the result and the accountability that gets them there. Packages that describe an outcome, like a body recomposition programme or race preparation, tend to hold their price better than packages that just list features.
Use tiers to widen who you can serve
A single price point forces every prospective client into a yes or no decision. Two or three tiers, for example a lighter self-guided option alongside your full 1:1 service, let people opt into the right level of support without you having to discount your top tier.
Review your pricing on a schedule, not a whim
Set a date every six months to review your prices against your client list and your waitlist. If you are consistently full with a waitlist, that is a clear signal to raise your price for new clients before you raise it for existing ones.
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