Pricing is often the question where coaches get most stuck. Fear of rejection, uncertainty about one's own worth, comparison to competitors — all of this leads to the same outcome: underpricing.
Why Low Price Is Not an Advantage
Counterintuitively, a price that's too low doesn't attract clients — it repels them. High perceived value of a service directly correlates with price. A client who pays €300/month for coaching invests more psychologically and engages more than one paying €50.
The Pricing Formula
Instead of copying competitors, calculate your minimum sustainable price:
- Calculate how many hours per week you can dedicate to coaching
- Subtract admin, marketing, education (usually 30–40% of time)
- The rest is hours for clients — multiply by desired hourly rate
- Divide by the number of clients you can manage
- That's your minimum price per client
Tiers: One Price Is Not Enough
The most successful coaches offer 2–3 service levels. A basic package (plan + weekly check-in) at a lower price attracts a wider audience, while a premium package (daily availability, video calls, personalization) justifies a premium price. There should always be something more expensive than what the client is looking at.
How to Communicate Your Price
Price is never mentioned without context. "Coaching program is €199/month" means nothing. "Coaching program that has helped 40+ clients improve their form and train consistently, for €199/month" — that means something.
"Your price is a signal of how much you value your own work. Clients read that. Set it in line with the value you create — not with fear of rejection."
Raise Prices for Existing Clients
Once a year, with 30 days notice and a brief explanation of why (growing competencies, investing in tools, fewer clients for quality), raise prices by 10–20%. Most loyal clients accept this without issue.