Are You Charging the Right Price? How to Know What to Charge

‍

One of the biggest mistakes personal trainers and gym owners make is undervaluing their services.

Setting the right price isn’t just about picking a number that sounds good—it’s about understanding your costs, the value you provide, and what your market is willing to pay. If you’re charging too little, you’re working harder for less money. If you’re charging too much for your market, you risk losing clients before they even get started.

In this blog, we’ll break down how to define your niche, determine the right pricing strategy, and explore the benefits of using a structured payment system to ensure you get paid on time without awkward money conversations.

Step 1: Define Your Niche

Before you can set your pricing, you need to define your niche. Not every personal trainer serves the same audience; different markets will have different price points. Your niche determines the value you offer and the prices you can charge.

Ask yourself:

✅ Who do you specialise in training? (e.g., busy professionals, postpartum mums, athletes, seniors) 

✅ What specific problem do you solve for your clients? (e.g., weight loss, strength training, injury recovery) 

✅ What is your unique selling point (USP)? (e.g., mobile training, small-group sessions, online coaching)

‍

Why Niching Down Matters

When you try to appeal to everyone, you compete with every other trainer. When you have a niche, you stand out as the go-to expert in your field. A weightlifting coach for competitive powerlifters will charge more than a general personal trainer at a commercial gym. A postnatal fitness coach will attract a different clientele than a CrossFit coach.

Your pricing should reflect your expertise and the transformation you provide. If your niche requires specialised skills, certifications, or knowledge, your pricing should reflect that value.

Step 2: Calculate Your Pricing

Your pricing needs to balance three key factors:

✅ Your expenses – What does it cost you to run your business? 

✅ Your target market’s budget – What can your ideal clients afford? 

✅ Your revenue goals – How much do you need to earn to sustain and grow your business?

‍

Breaking Down Your Expenses

Start by listing ALL of your expenses, including:

• Gym rent (if applicable) or home studio costs (electricity, internet)
• Equipment costs
• Insurance and certifications
• Marketing (website, social media ads, business cards, etc.)
• Software for scheduling, billing, and tracking clients
• Taxes (it’s always worth speaking to an accountant first to get the right advice for your country or region) Roughly, set aside at least an extra 25% for tax purposes.
• Once you have a clear picture of your costs, calculate how many sessions per month you expect to deliver. This gives you a minimum rate per session you need to charge to break even.

‍

Understanding Your Market’s Budget

What are similar trainers charging in your area? Research local competition and see where your pricing fits in:

• Budget gyms: Trainers might charge $30-$50 per 45-60 min session.
• Mid-tier studios: $60-$100 per 45-60 min session.
• High-end or niche training: $100-$200+ per 45-60 min session.

Your pricing should be aligned with the value you provide. If you offer customised plans, accountability, and premium service, you can charge a premium price.

‍

Setting Your Revenue Goals

Now, set a revenue target. If you want to make $5,000 per month and train 20 clients per week, you’d need to charge at least $62.50 per session to hit that goal.

Formula: (Monthly revenue goal) ÷ (sessions per month) = required rate per session

Example:

💰 Revenue goal: $6,000/month
📅 Sessions per month: 80 (20 per week)
🔢 Rate per session: $75

If this number seems too high or too low, adjust either your revenue goal or number of sessions.

Step 3: Structuring Your Payments

One of the biggest pain points for personal trainers? Handling payments.

Many trainers still accept cash payments for blocks of sessions. While this might seem convenient, it can lead to problems like:

🚫 Late cancellations and no-shows – Clients disappear without paying.

🚫 Awkward conversations – Asking for payments disrupts your client-trainer relationship.

🚫 Inconsistent income – Some months are great, others are slow.

The Solution: Recurring Payments & Memberships

Instead of selling 10-session packs with upfront payments, consider switching to a recurring payment model using a system like Clubworx. This means:

✅ Clients pay automatically each month—no chasing payments.
✅ You eliminate the uncomfortable “your next pack is due” conversation.
✅ You can manage cancellations and reschedules without losing income.
✅ You get predictable, consistent revenue each month.

For example, instead of selling a 10-pack for $750, you could offer a membership:

💳 Gold Membership: $299/month for 2 sessions per week (8 sessions total).
💳 Platinum Membership: $399/month for 3 sessions per week (12 sessions total).

This model creates stability in your business and makes it easier for clients to commit long-term.

Step 4: Managing Cancellations & Make-Up Sessions

If you offer session packs, how do you handle:

• Late cancellations? Do clients lose the session, or can they reschedule?
• No-shows? Do they forfeit the session?
• Make-up sessions? How many rollovers do you allow?

A clear cancellation and reschedule policy is essential.

Here’s a simple structure:

24-hour cancellation policy – Cancellations within 24 hours result in a lost session.
Limited make-up sessions – Clients can reschedule up to twice per month or they lose the session.
Fixed expiration dates – Sessions must be used within 30-60 days.

Using a booking system like Clubworx, you can automate these policies, track sessions, and ensure clients stick to their commitments—without awkward conversations.

Step 5: Communicating Your Value

Once you’ve set your pricing, stand by it with confidence. Avoid offering discounts just to get clients. Instead, focus on communicating the value of your services.

Instead of saying:

🚫 “My sessions are $75 per hour.”

Try this:

✅ “With my programme, you’ll get a personalised training plan, nutrition guidance, and weekly check-ins to ensure you hit your goals. The investment is $299/month for two sessions per week.”

When you position your pricing as an investment in results, clients will see the value beyond just the cost per session.

‍

Setting the right price as a personal trainer isn’t just about covering costs—it’s about valuing your expertise, creating financial stability, and ensuring clients commit to their fitness journey.

By:

✅ Defining your niche and positioning yourself as an expert.
✅ Balancing expenses, market demand, and revenue goals.
✅ Switching to recurring payments to eliminate money stress.
✅ Enforcing clear cancellation and reschedule policies.
✅ Communicating your value confidently.

‍

You’ll build a sustainable, profitable business while helping your clients achieve real results.

Want to make pricing and payments easier? Try Clubworx—an all-in-one fitness management system to create memberships and packages, manage payments, and client scheduling with ease.

‍