How this calculator works
Most coaches price by looking at what everyone else charges and knocking a bit off. That's how you end up fully booked and still skint. This calculator works the other way round: it starts with what you need to earn and works out what each client has to pay for that to happen.
- Revenue needed. Your take-home goal plus your business costs, grossed up so there's money set aside for tax.
- Client capacity. Your weekly hours, minus a fifth for admin, content and travel, divided by the hours each client takes. A 1:1 in-person client training twice a week takes about 2 hours. An online client with a weekly check-in and programme updates takes far less.
- Minimum price. Revenue needed divided by capacity. That's the least you can charge per client per month and still hit your goal if you're completely full.
The last point is the catch. Nobody is full all year. Clients pause, go on holiday, or leave. That's why the table shows how many clients you'd need at a lower and a higher price: if the higher price only needs a handful of clients, you have room for quieter months.
What should a personal trainer charge?
There's no single right number, because location, experience, specialism and format all move it. A few principles hold everywhere, though:
- Price the result, not the hour. People don't buy 12 sessions; they buy fitting into their suit for the wedding. Packages built around an outcome are easier to sell and harder to compare on price.
- Online isn't automatically cheaper. Online coaching takes less of your time per client, which is why it can cost the client less and still pay you more per hour.
- Raise prices for new clients first. Keep existing clients on their rate for a while, and put new starters on the new one. If they still say yes, it was too low.
- Don't compete with the gym's cheapest trainer. Someone will always be cheaper. Compete on specialism and proof instead.
A pricing ladder beats a single price
A single price only works for people ready to commit today. A ladder gives everyone else a way in:
- A free lead magnet, such as a 4-week plan or a meal-prep guide, so people who aren't ready yet can still get to know you. Our lead magnet ideas post has plenty to choose from.
- A self-guided programme at a fraction of your coaching price, for people who want your method without your time. See how to sell programmes from your Instagram bio.
- Your coaching, for people who want accountability and you in their corner.
Your link in bio is where that ladder lives. On FittBio you can put the free download, an enquiry form for coaching, and your best proof on one page, then see which links people actually tap. Have a look at how personal trainers and online coaches set theirs up.