How to price your personal training services

Pricing is where most personal trainers leave money on the table. Charge too little and you burn out. Charge too much without the positioning to match, and you struggle to fill your schedule. Here's how to find your profitable sweet spot.

Understanding your market

Before setting prices, research your local market:

Factors that affect pricing:

• Location (city vs. suburbs vs. rural)

• Target demographic (executives vs. students)

• Your credentials and experience

• Training environment (premium gym vs. park)

• Specialization (general fitness vs. specific niche)

Market research tactics:

• Check competitors' websites for pricing

• Call as a "prospective client" to get quotes

• Ask gym members what they pay

• Survey your network

The pricing formula for trainers

Session Rate = (Desired Annual Income / Billable Hours) + Overhead

Let's break this down:

Step 1: Set your income goal

• Desired annual income: $80,000

Step 2: Calculate billable hours

• Training hours per week: 25 (leaving time for admin, marketing)

• Weeks worked per year: 48 (accounting for holidays, sick days)

• Total billable hours: 1,200

Step 3: Base hourly rate

• $80,000 / 1,200 hours = $66.67 per hour

Step 4: Add overhead

• Insurance, certifications, equipment: ~$5/session

• Marketing and software: ~$3/session

• Gym fees or rent: ~$7/session

Step 5: Final rate

• $66.67 + $15 overhead = ~$82 per session

• Round to $85 for clean pricing

Pricing structures that work

Single sessions

• Use for: Trial sessions, occasional add-ons

• Pricing: Full rate, no discount

• Example: $85/session

Session packages

The bread and butter of PT income. Discount slightly for commitment.

| Package | Discount | Price | Per Session | |---------|----------|-------|-------------| | 5 sessions | 5% | $404 | $80.80 | | 10 sessions | 10% | $765 | $76.50 | | 20 sessions | 15% | $1,445 | $72.25 |

Monthly memberships

Predictable recurring revenue. Best for committed clients. Example:

• 2x/week unlimited: $550/month

• 3x/week unlimited: $750/month

• Unlimited sessions: $950/month

Group training

Higher hourly earnings, lower per-person cost.

• 2-person (partner training): $120/session ($60 each)

• Small group (4-6 people): $200/session ($33-50 each)

• Boot camp (10+ people): $300/session ($30 each)

Premium pricing strategies

Want to charge $150+ per session? You need premium positioning.

Premium factors:

• Specialization: Work with specific populations (post-rehab, athletes, executives)

• Credentials: Advanced certifications, degrees, specialized training

• Results: Documented client transformations

• Experience: Years in the industry, high-profile clients

• Environment: Exclusive location, private studio

• Added value: Nutrition coaching, 24/7 support, personalized programming

Premium trainer example: "Sarah, CSCS, specializes in training busy executives at her private CBD studio. Her 12-week transformation program includes 3 weekly sessions, custom nutrition, and daily accountability check-ins. Investment: $1,500/month."

How to raise your prices

Already have clients and need to increase rates?

Price increase protocol:

Decide on new pricing - How much and when

Give 30 days notice - Email and verbal

Grandfather existing packages - Honor current packages

Offer early renewal - "Lock in current rate for 3 more months if you renew now"

Apply to new clients immediately

Sample announcement: "Starting [date], session rates will increase to reflect my continued education and the enhanced value I provide. Current packages will be honored at the existing rate. If you'd like to purchase additional sessions at the current rate, please do so before [date]."

Common pricing mistakes

Undercharging to get clients - Attracts price-shoppers, leads to burnout

Copying competitors exactly - Your value may be different

No packages - Single sessions don't create commitment

Discounting too heavily - Packages over 20% off devalue your service

Not raising prices annually - Inflation eats your income

One-size-fits-all pricing - Offer options for different budgets

Handling price objections

"That's expensive" "I understand it's an investment. What I offer is personalized attention, proven results, and accountability. My clients see [specific results]. Would a package help make it more accessible?" "Other trainers charge less" "You're right—there's a range in the market. What I provide is [specific differentiator]. Many of my clients came from cheaper trainers who didn't get them results." "I need to think about it" "Of course! What specifically would you like to think about? I'm happy to answer any questions."

Pricing is positioning

Your price tells clients what to expect. A $40 trainer signals something different than a $150 trainer.

Price with confidence. Your expertise, education, and ability to change lives has value. Charge accordingly.