How to Price Coaching Packages (A Simple Framework for Coaches)
Not sure what to charge? Here is a practical way to price coaching packages, from your income goal to your tiers, without guessing or undercharging.
Date Published
TL;DR
• Start from the income you need, then work backwards to a price. Do not start from what other coaches charge.
• Price the outcome and the support, not the hours.
• Three tiers is enough: a low cost starter, a core package and a premium option.
• Monthly plans suit ongoing coaching. Fixed length packages suit transformations.
• Review your prices every six months, and raise them for new clients first.
Why coaches undercharge
Most new coaches pick a number that feels safe. It is usually lower than it should be, because it is based on fear of rejection rather than on the work involved.
Low prices cause two problems. You need too many clients to hit your income goal, and low priced clients often commit less to the process.
A better way is to price from a plan.
Step 1: Work out your income target
Start with what you want your coaching business to bring in each month after costs. Add your software, payment fees, insurance, tax and any help you pay for.
That gives you a monthly revenue target. Say it is $6,000.
Step 2: Decide how many clients you can serve well
Be honest about capacity. One to one coaching with weekly check ins takes real time. Group programmes and communities let you serve more people for the time you spend.
If you can serve 15 clients well, then $6,000 divided by 15 is $400 per client per month. If that feels too high for your market, the answer is not always a lower price. It might be a group offer, a digital product or a mix.
This is an example of the maths, not a benchmark for what coaches earn.
Step 3: Price the outcome
Clients are not buying your hours. They are buying a result: losing weight, running a first 10k, building confidence, getting a promotion.
Write down the outcome, how long it usually takes, and what support you give along the way. Then price that. A client who gets a clear result in 12 weeks will usually pay more for it than for ten loose sessions.
Step 4: Build three tiers
Tiers help people choose. A simple structure:
• Starter. A digital product, course or small group programme. Low price, low touch.
• Core. Your main programme with regular check ins, community access and clear milestones.
• Premium. High touch 1:1 coaching with extra access, such as direct messaging between sessions.
Make the core package the one you most want to sell. The tiers on either side make it easy to understand.
Step 5: Choose the format
Monthly membership. Works well for ongoing coaching and fitness. Predictable income. Clients can cancel, so retention matters.
Fixed length package. Works well for a transformation with a start and end, such as 12 weeks. Often paid upfront or in instalments.
Pay what the work costs, plus a discount for paying in full. A small discount for upfront payment improves your cash flow.
Step 6: Make it easy to buy and easy to deliver
A great price does not help if checkout is awkward. Clients should be able to pay, book and start in minutes, and then find their programme, check ins and community in one place.
With KLIQ you can sell subscriptions through Stripe, programmes, courses and 1:1 bookings, and deliver them in a branded iOS and Android app.
When to raise your prices
Raise prices when your calendar is full, when people say yes without thinking, or when you add results and testimonials. Raise for new clients first and give existing clients notice.
How the options compare
Spreadsheet and manual invoicing. Free to start. Slow, and easy to lose track of renewals.
Booking and payment tools. Handle bookings and payments well. Delivery, community and an app are usually separate.
KLIQ. Subscriptions, programmes, courses, 1:1 booking, community and a branded app in one place.
Pricing, checked October 2026. KLIQ Web Spaces start from $29 a month and the own app plan from $149 a month. First 14 days free, then the first month is £1.
When not to choose KLIQ
If you only take a handful of 1:1 clients and invoice them by hand, you may not need a platform yet. A simple booking and payment tool could be enough.
If you do not want to deliver anything inside an app or community, KLIQ's strengths will go unused.
FAQ
How much should I charge for a coaching package? Work backwards from your monthly income target and the number of clients you can serve well. Divide one by the other, then adjust for your market and the outcome you deliver.
Should I charge monthly or for a fixed package? Monthly suits ongoing coaching such as fitness. A fixed package, such as 12 weeks, suits a clear transformation. Many coaches offer both.
How many pricing tiers should a coach have? Three is a good starting point: a low cost starter, a core package and a premium option. Aim to sell the core package most often.
How often should I raise my coaching prices? Review every six months. Raise prices when your calendar is full or demand is high, and raise them for new clients first.