How to Price Your Personal Training Services: Charge What You’re Worth




Setting the right price for your personal training services is crucial for your business's success.

Charging what you're worth not only ensures your financial stability but also reflects the value you provide as a personal trainer.

Welcome to this comprehensive guide on how to price your personal training services effectively.

In this blog, we will explore actionable steps to help you set your rates, calculate profit margins, define your business model, and more.

Additionally, we will delve into the key factors to consider when pricing your personal training services, including assessing your value, researching the market, evaluating expenses, and adapting your pricing strategy.

Understanding these factors is crucial for developing a pricing strategy that attracts the right clients, maximizes profitability, and positions you as a sought-after personal trainer.

By the end of this article and following these guidelines, you'll be equipped with the knowledge to confidently determine the right price for your personal training services.

Factors to Consider When Pricing Your Personal Training Services

When setting the price for your personal training services, it's crucial to take several key factors into account.

These factors will help you establish competitive rates, determine profit margins, and optimize your business model for success in the ever-evolving fitness industry.

By considering the full factors, you will gain the knowledge and tools necessary to set the right price for your services confidently, charge what you're worth, and achieve your business goals.

1. Different Revenue Streams of Personal Trainers

How to Price Your Personal Training Services to find your best clients

To price your personal training services effectively, consider diversifying your revenue streams.

While one-on-one training may be your primary focus, offering additional services like group training sessions, online coaching, nutrition plans, or specialized workshops can create extra income opportunities.

These diverse streams can attract a broader range of clients and maximize your earning potential.

By providing various services, you cater to different preferences and increase your revenue potential.

2. Understanding Your Business Model

How to price your personal training services - understanding the PT business model

Thorough research is essential for understanding your target demographic and community, both online and offline.

Study your competitors, and their offerings, and identify your unique selling points.

However, it's important not to engage in a pricing race to the bottom. Price your services fairly based on your offerings and the expectations of your target audience.

Once you have a solidified business model, you'll have a clearer picture of how to price your personal training services and attract a thriving community of clients.

To set your PT rates effectively, you must have a clear understanding of your business model.

Are you an independent sole proprietor, or do you have a team of trainers working under you?

Assessing your business structure will help you determine your overhead costs, the number of clients you can handle, and the profit margin you aim to achieve.

"To set your PT rates effectively, you must have a clear understanding of your business model." - Andrew Wallis, Founder of Fitness Marketing Blueprints

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3. Considerations for Business Expenses

How to Price Your Personal Training Services

Calculating your personal training rates requires a thorough evaluation of your business expenses.

These expenses include rent for your training space, equipment costs, insurance, marketing, and professional development.

Accurately determining these costs will allow you to allocate the necessary amount from your revenue to cover expenses and leave room for profit.

Keeping a detailed record of your monthly expenses and periodically reviewing them will ensure that your pricing strategy remains viable and sustainable.

Consider the following questions to determine your pricing:

  • Travel: Are you traveling, or are clients required to come to your location?
  • Exclusive Equipment: What specialized equipment or resources do you provide that clients don't have access to?
  • Online Platform: Do you utilize a subscription-based online platform?
  • Expertise and Experience: Consider your specializations, education, and the value you bring to your fitness community.
  • Client Location: Clients who request on-site training should expect to pay more due to the added convenience.
  • Investment: Additional equipment or services you provide can justify higher fees to offset costs.

4. Calculating Profit Margins for Your Personal Training Business

How to Price Your Personal Training Services

To charge what you're worth, it's important to calculate your profit margins.

Understanding your profit margins allows you to make informed decisions about your pricing strategy, expenses, and overall business growth.

Here's a breakdown of the process:

  • Estimate Monthly Revenue: Begin by estimating your monthly revenue based on the number of clients you expect to train and the rates you plan to charge. Multiply the projected number of clients by the rates to determine your expected monthly revenue.
  • Determine Monthly Expenses: Identify and quantify all the expenses associated with running your personal training business. These expenses may include rent for your training space, equipment costs, insurance premiums, marketing expenses, professional development fees, and any other relevant costs. Add up these expenses to determine your total monthly expenses.
  • Calculate Net Profit: Subtract your total monthly expenses from your estimated monthly revenue to calculate your net profit. The formula for calculating net profit is: Net Profit = Total Revenue - Total Expenses This figure represents the amount of money left over after covering all your expenses.
  • Calculate Profit Margin: To determine your profit margin, divide your net profit by the total revenue and multiply by 100 to express it as a percentage. The formula for calculating profit margin is: Profit Margin = (Net Profit / Total Revenue) * 100 This percentage represents the portion of your total revenue that translates into profit.

Analyzing your profit margins will provide you with a clear picture of your financial position.

It allows you to assess the effectiveness of your pricing strategy, identify areas for cost reduction or revenue optimization, and make informed decisions about pricing adjustments or business growth plans.

By consistently monitoring and evaluating your profit margins, you can ensure the financial success and sustainability of your personal training business.

5. Determining the Right Margin

How to Price Your Personal Training Services

After assessing your expenses and profit margins, it's crucial to determine the right margin that aligns with your business goals.

Factors such as market demand, competition, and the unique value you provide should be considered. While it's essential to remain competitive, undervaluing your services can lead to financial strain and a perception of lower quality.

By understanding your market and the value you bring, you can strike the right balance between affordability for clients and profitability for your business.

For gym owners and most fitness businesses, a healthy margin should exceed 60%.

For instance, if your private training sessions are priced at $/£85 per hour, with a coaching pay rate of $/£30 per hour, the margin would be 65%.

If your margins fall below this benchmark, you can adjust expenses or increase rates.

Remember to consider operating costs such as marketing, insurance, taxes, facility upkeep, rent, processing fees, employment, and software.

6. Offer Flexible and Accessible Personal Training Packages

To cater to a wider range of clients and increase your revenue potential, consider offering flexible and accessible personal training packages.

These packages can include options for different session durations, discounted bulk sessions, or online training modules.

By diversifying your offerings, you can accommodate clients with varying budgets, time constraints, and preferences.

This approach enhances client satisfaction and retention while optimizing your earning potential.

Ensure your profit aligns with your business plan and make it easy for clients to access your services. Consider the following strategies:

  • Commitment Packages: Offer three, six, and 12-month packages for training services.
  • Expand Reach: Explore additional marketing opportunities while expanding your client base.
  • Donation-Only Classes: Teach free classes while accepting donations to increase exposure and cater to potential clients.
  • Discounts and Sliding-Scale Pricing: Provide discounts or flexible pricing models for those in need of financial assistance.

7. Diversify Your Offerings to Match Your Target Market

To ensure successful pricing, it is essential to tailor your services to meet the needs and preferences of your target market.

By assessing the unique requirements of your ideal clients, you can adapt and expand your offerings accordingly.

For instance, if you primarily train older adults, consider incorporating specialized programs that address their specific needs, such as mobility and balance training.

This alignment with your target market allows you to position yourself as an expert in your niche, which justifies higher rates for your services.

Additionally, diversifying your services can help you strike a balance between overhead costs and income generation.

Here are some strategies to consider:

  • Small-Group Training: Introduce sessions designed for smaller groups of clients. This approach allows you to optimize revenue by training multiple individuals simultaneously.
  • Online Personal Training: Extend your reach beyond local clients by offering online training programs. This expands your potential client base and provides opportunities for additional revenue streams.
  • Nutrition Coaching: Incorporate nutrition coaching into your services to provide a holistic approach to health and fitness. Many clients value comprehensive guidance, and this offering can differentiate you from other many trainers in the market.

Remember, understanding your target market and their specific needs allows you to tailor your services and pricing to cater to their demands effectively.

Remember, pricing is not a one-size-fits-all approach, and it may require some trial and error to find the right balance.

By staying informed, adapting to market trends, and providing exceptional value to your clients, you can position yourself as a trusted fitness professional and achieve success in the personal training industry.

Essential Steps for Pricing Your Personal Training Services and Maximizing Profitability

In order to effectively price your personal training services and maximize profitability, there are key steps you need to follow.

These essential steps include assessing your value as a personal trainer, researching the market, evaluating expenses, and continuously adapting your pricing strategy to ensure financial success in the dynamic fitness industry.

Step 1. Assess Your Value as a Personal Trainer:

Before setting your prices, take the time to assess your value as a personal trainer.

Consider your qualifications, certifications, years of experience and specialized knowledge.

Reflect on the results you've achieved for your clients and the transformative impact you've had on their lives.

Understanding the unique value you bring to the table will help you set your rates confidently and communicate your worth to potential clients.

EXAMPLE: You have a Master's degree in Exercise Science, multiple certifications from reputable organizations, and five years of experience working with clients of varying fitness levels.

You have helped clients achieve significant weight loss, improve their athletic performance, and overcome injuries through your personalized training programs.

Step 2. Research Your Market:

How to Price Your Personal Training Services: Charge What You’re Worth

To determine competitive pricing for your personal training services, conduct thorough market research.

Explore the rates charged by other personal trainers in your area who cater to a similar target audience.

Analyze their service offerings, qualifications, experience level, and reputation. This research will give you valuable insights into prevailing market rates and help you position your services effectively.

EXAMPLE: You research other personal trainers in your area and find that they typically charge between $50 and $100 per hour for one-on-one sessions.


You also discover that there is a growing demand for specialized services like postnatal fitness and functional training.

Step 3. Define Your Ideal Client:

How to Price Your Personal Training Services: Charge What You’re Worth

Identifying your target market is essential for pricing your personal training services effectively.

Consider the demographics, fitness goals, income levels, and preferences of your ideal clients. Different client segments may have varying budgets and expectations.

By understanding your target audience, you can tailor your services and pricing to meet their specific needs and financial capabilities.

EXAMPLE: Your ideal client is a busy professional between the ages of 30 and 45 who values convenience and personalized attention.

They have a moderate to high income and prioritize their health and fitness. 

Understanding this target audience allows you to tailor your services and pricing accordingly.

Step 4. Evaluate Your Expenses

How to Price Your Personal Training Services: Charge What You’re Worth

To set appropriate pricing for your personal training services, it's crucial to have a clear understanding of your business expenses.

Consider both fixed costs (such as rent, equipment, insurance, and marketing) and variable costs (such as ongoing education, certifications, and professional development).

Calculate your total expenses and determine the revenue you need to generate to cover these costs and make a profit.

EXAMPLE: You calculate that your monthly expenses include rent for your training studio, equipment maintenance, liability insurance, and ongoing professional development courses. These expenses amount to $2,000 per month.

Step 5. Determine Your Desired Income

In addition to covering your expenses, it's important to establish a desired income for yourself. Consider your financial goals, lifestyle requirements, and the value you provide as a personal trainer.

Your income should reflect the expertise and dedication you bring to your clients. Factor in the number of clients you can reasonably serve and the time you'll invest in each client to arrive at a realistic income target.

EXAMPLE: Based on your financial goals and lifestyle requirements, you determine that you need to generate a monthly income of $5,000 to support yourself comfortably.

Step 6. Calculate Your Pricing Structure

Once you have a clear understanding of your value, market rates, expenses, and desired income, it's time to calculate your pricing structure. There are various approaches you can take:

a. Hourly Rate: Set an hourly rate based on your expertise and market research. Consider the value you provide during each session and the time you spend preparing personalized programs for your clients.

b. Package Pricing: Bundle your services into packages, such as a certain number of sessions per month or a fixed duration program. Package pricing allows you to provide more value to clients while encouraging commitment and consistency.

c. Tiered Pricing: Offer different tiers of services with varying levels of personalization, access to additional resources, or coaching intensity. This approach accommodates clients with different budgets and preferences.

d. Value-Based Pricing: If you provide specialized services or have a unique selling proposition, consider value-based pricing. This model focuses on the outcomes and benefits your clients can expect, allowing you to charge a premium rate.

EXAMPLE: You decide to offer package pricing, providing clients with the option to choose between a 12-session package for $800 or a 24-session package for $1,500.

These packages include personalized workout plans, nutritional guidance, and ongoing support between sessions.

Remember to strike a balance between pricing competitively and ensuring your rates reflect the value you provide.

Underpricing can undercut your worth while overpricing may deter potential clients.

Step 7. Test and Evaluate Your Pricing Strategy

Pricing is not a one-time decision. Monitor the response to your pricing strategy and collect feedback from your clients.

Assess the demand for your services, client retention rates, and overall profitability. Be prepared to make adjustments if necessary to ensure your pricing aligns with the market and the perceived value of your services.

EXAMPLE: After offering your packages for several months, you find that the 24-session package is more popular among your clients. You also receive positive feedback regarding the value they receive from your services.

Step 8. Communicate Your Value Proposition

When marketing your personal training services, effectively communicate your unique value proposition to potential clients.

Highlight your qualifications, experience, success stories, and the specific benefits clients can expect from working with you.

Emphasize the long-term value and positive impact your services can have on their lives.

By effectively communicating your value, you can justify your pricing and attract clients who are willing to invest in their fitness journey.

EXAMPLE: In your marketing materials and consultations, you highlight your Master's degree, certifications, and success stories of clients who have achieved remarkable results under your guidance.

You emphasize the long-term health benefits, increased energy levels, and improved confidence that clients can expect from working with you.

Step 9. Provide Exceptional Service and Results

To maintain your pricing integrity, it's crucial to deliver exceptional service and help your clients achieve their fitness goals.

Focus on building strong relationships, tailoring programs to individual needs, and providing ongoing support and motivation.

When clients experience the value and results you deliver, they will see your pricing as a worthwhile investment.

EXAMPLE: You personalize each client's training program based on their goals, fitness level, and any specific needs or limitations. You regularly track their progress, adjust their workouts, and provide ongoing motivation and support.

As a result, your clients see noticeable improvements in their strength, endurance, and overall well-being.

Step 10. Continuously Evolve and Adapt

As the fitness industry evolves, it's essential to stay up to date with the latest trends, research, and industry best practices.

Invest in your professional development, seek new certifications, and explore innovative training techniques.

Continuously expanding your knowledge and skills will not only enhance the value you provide but also justify adjusting your pricing to reflect your ongoing growth as a personal trainer.

EXAMPLE: You attend workshops and seminars to stay updated on the latest research and training techniques. You recently obtained a certification in corrective exercise, allowing you to offer specialized services to clients with musculoskeletal imbalances.

This expansion of your expertise justifies a slight increase in your pricing to reflect the added value you provide.

Final Thoughts:

Pricing your personal training services can be a complex task, but by following the actionable steps outlined in this comprehensive guide, you can confidently charge what you're worth.

Consider different revenue streams, understand your business model, evaluate expenses, calculate profit margins, and offer flexible packages.

Factors such as assessing your value, researching the market, defining your ideal client, and continuously adapting your pricing strategy are crucial for success.

By communicating your value proposition, providing exceptional service, and continuously evolving as a personal trainer, you can attract the right clients, achieve your desired income, and create a thriving business in the competitive fitness industry.

Remember, charging what you're worth not only benefits you but also ensures that clients receive the quality and results they expect from dedicated personal trainers.

About the author, Andrew Wallis

From two decades in the corporate world to finding my freedom in fitness, I'm known as Braveheart—a Personal Trainer turned marketing maestro for Fitness Professionals. I'm all about unlocking potential and empowering Fit Pros to grow their businesses. 'Finding Your Freedom' isn't just a mantra; it's a collective journey I embark upon with my clients.

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