The #1 question I get from health coaches has to do with how to price their health coaching programs, so I figured it was time to write a post about it to help you figure out this quandary once and for all.

Before we dive into how to price your programs, we need to look at two things:

1. What your program will include (based on what your target audience wants)

2. What the transformation is going to be (the expected outcome for your clients).

Your clients are coming to you because they’re struggling with something they can’t figure out on their own. Or, they need your support to implement what they know they should be doing. This goes back to knowing your niche and understanding what they want help with the most. The more you know their challenges, the more you can gear your program to solve them. Check out this post to help you figure out your niche if you aren’t sure. 

Like I mentioned above, you first need to figure out what your program will include, and the solution your niche wants. When coaches ask me, “What should I charge for my program?” I can’t offer much information when I don’t know the details about it (or what their target market is willing to pay).

So, let’s look at different elements of support you can include in your programs:

  • Workouts
  • Meal plans
  • Recipes
  • One-one-coaching (how many sessions per month?)
  • Group coaching (online or in person)
  • Facebook group (not as important for your 1-on-1 clients, but great for group coaching programs)
  • Email support between sessions
  • Weekly check-ins (via text or email)
  • Daily prompts (via apps like NudgeCoach)

Next, you want to consider how you’re packaging your programs.

Will you offer your coaching programs based on:

  • Per session
  • Per month (if so, how many sessions per month?)
  • Per package (example: 3 or 6 months)
  • An online group continuity program – low monthly fee ($29 – $39) with no set end date – recurring revenue with more people.

You can probably now see that there are many variables to consider as you figure out pricing. Stay with me though – we’re going to figure this out together!

What you decide to price when you first start out will likely be lower than what you charge as you get more experience and build your confidence. Starting is the hardest part, right?

When I did a poll in the Health Coach Peer Support Facebook group recently, I discovered that most coaches charge by the package (3 or 6 months), but some offer month-to-month after the package program is over.

This is what I have come across for one-on-one coaching program pricing:

  • Most coaches offer two sessions per month, and the session time ranges from 45 – 60 minutes.
  • New coaches that are just starting out charge $50 – $75 per session.
  • More experienced coaches charge $100 – $200 per session.
  • The more niched your market is, the more you can charge because the more specific your solution is.

To discount or not to discount your programs

The only time I would recommend discounting your one-on-one coaching services is when you offer a savings for those that pay in full for your 3 or 6-month program. A suggested savings would be 5% (I prefer saying the word “savings” to clients vs. “discount”).  For a 3-month program priced at $600, that would be a savings of $30.

Pricing for group online programs

Again, depending on what you will include with your group online program, pricing will vary. In general, group coaching online pricing is half to two-thirds of your one-on-one program because it takes up less of your time and people are not receiving individualized attention.

A discount for an online program could be an “Early-Bird Savings” and/or bonus that goes away at a pre-determined date (5-7 days before your program starts is one example).  The discounted amount will depend on the regular price of the program, but 15% – 20% is a range to consider. If your 90-Day online program is priced at $297, the early-bird savings could be $50 or so. There isn’t a hard and fast rule, so test your pricing until you find the sweet spot (where you get enough people enrolled, and you’re earning what you want to make).

Know your goals

You also want to determine your income goals, and how you can plug the pieces into place to reach those goals. For example:  If you price your 1-on-1 coaching program at $197 per month, how many clients do you need to meet your income needs? Perhaps you want to offer a combination of one-on-one coaching and group online coaching to mix things up a bit, and bring in more revenue.

Don’t stress over figuring out the exact right pricing as you get started. It will change as time goes on. Most coaches start out at a lower price so they can gain experience, build their confidence, and get testimonials.

Some coaches prefer to offer only 3-month coaching programs, then go month-to-month after that.

Start with what makes the most sense to you, and go from there. You don’t have to do what everyone else is doing so keep that in mind as you map things out, and everything doesn’t have to be perfect before you start. Remember that you can adjust course when needed!

Have questions? Leave a comment below, or post your question over in the Health Coach Peer Support group (for certified health/wellness/fitness professionals only).

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