Pricing Guidelines

One of the most common questions we’re asked by new and aspiring personal trainers is "What should I charge for my personal training services?"

Unfortunately, there is no universal “right” way to establish your pricing. It is done differently by various personal training businesses around the world. There are guidelines, however, to ensure you stay on the right track:

• Prices must be high enough to cover your expenses and allow for a profit margin that is high enough to justify your time. Prepare a budget.
• Review the pricing structures of other personal training businesses in your area. Do your homework. Get the yellow pages in your community and call as many fitness clubs and personal training businesses in your area. Ask how much they charge and then decide whether you'd like to price yourself above everyone else and appeal to a more select, upper-end market or price yourself below everybody else to appeal to the masses and the individual who is more price conscious or perhaps, charge what everybody else is charging.
• Just to give you an idea, the IDEA/ASD 1998 Survey reported that clients paid an average of $34USD per session (27% paid under $25, 27% paid $25‑$49, 13% paid $50‑$74 and 5% paid above $75).
• Raise your prices once per year. This accounts for inflation and the higher costs of living.
• Always collect fees up front.

Sample Pricing

You can use our price structure (see below) as a template. In our system, we offer packages that range from five to 50 sessions. Very few people actually purchase the 50-session package – about one a month depending on your market. Our experience is that most people purchase a package that is between the high and low extremes: 10 to 20 sessions. No matter what the range, people seem to like to purchase somewhere in the middle. For example, when we first started training, our largest package was 10 sessions and most people seemed to purchase four to five sessions. Then we increased our largest package to 20 sessions and most people then seemed to purchase eight to 10 sessions. When we increased our largest package to a 50 session, more and more people purchased 15 to 20 sessions. So, although very few people purchase a high-end package, it's a good idea to offer it so that you've got an upper extreme.

You'll also notice that we offer discounted prices for multi-session packages. According to a 1996 IDEA Personal Training Business Survey, 81 percent of trainers use this type of system. Packages encourage clients to commit to more sessions upfront because they're getting a better deal.

You could also try a different approach by charging a monthly or weekly fee. For example, three sessions per week = $150/week or two sessions per week = $120/week or one session per week = $70/week. This type of system is advantageous if you are set up with a merchant account because then you can debit clients' account every week or every month. Some clients enjoy the convenience of this system.

Promotional Offers

We complement our basic pricing structure with other promotional offers throughout the year. The package that we've been most successful with has been the "Quick Fix" offers.

Quick Fix Package Sample

• 2-3 x each week with a personal trainer
• 6 weeks of focused, intense training
• 1 hour sessions (1/2 hour independent cardio and 1/2 hour muscle conditioning) $399-$499

Notice that the client is only receiving a half hour with her trainer. Let's say her appointment is scheduled at 9:00. She starts the cardio at 9:00 and the trainer meets her at 9:30. But the client is receiving a one hour workout three times per week. Within six weeks of adhering to this program, she will experience very significant results, which will improve the chance of her renewing with the trainer.

Even though the price may be very similar between this package and a 10 session package, because of the way the quick fix program is packaged, it's easy to convince people to commit to personal training. You can offer it year round and just change the name and the focus. For example, in November offer the "Countdown to the New Year" holiday quick fix package. In May offer the "Get into Shape for Summer" quick fix package. In March, offer the "Spring Training Camp" quick fix package. In January, offer the "Resolution Solution" quick fix package.

We'd much rather do this type of promotion than, for example, three sessions for $99 because these types of short term offers don't really give people a feel for what personal training is all about. Only limiting factor is that this type of quick fix program does not work for in home training - you don't want to be driving all over the place for half hour sessions!

Session Options

If you'd like to charge higher fees but don't think the market will bear it, try these creative approaches to making more money in less time.

Partner Training

Clients purchase partner training at one and a half times the normal personal training rate and then split the cost with one another person. For example, if the normal private training fee is $40 per hour, the partner training rate would be $60. Each of the two individuals pays only $30 per session. Clients each purchase packages of, for example, 10 partner training sessions.

Encourage clients who want to participate in partner training to purchase a few private sessions to enable you to design a personalized program for each person.

45 Minute Sessions

Restructure the length of your sessions. Instead of charging $50 for a one hour session, charge $50 for a 45 minute session. This way you can still market your services for $50 per session. Be sure to be clear in your client agreement that the sessions are only 45 minutes in length.

30 Minute Private Resistance Training

There is a private training studio in Vancouver, BC that developed a very creative and very profitable way of organizing training sessions. Personal training is $40 per session, which is lower than the average fees in the local area. Clients arrive and complete an independent but supervised 30 minute cardio session in the studio using a heart rate monitor to guide them. Thirty minutes later, the personal trainer takes them through a 30 minute resistance training workout. So in one hour, that trainer actually sees two clients, which translates into $80 revenue generated in one hour instead of $40. And the clients don't know the difference. They are still getting an hour workout while enjoying lower fees than they'd pay at other competing training studios.

SAMPLE PERSONAL TRAINING PACKAGES

Private Training Rates

At Home Training Rates

Partner Training Rates

Group Training Rates:

• 3 individuals: $25/person
• 4+ individuals: $20/person

Note: A minimum of 10 sessions must be purchased for Group Training Rates. Reserved scheduling must be adhered to for Group Training Rates. Initially, a private session(s) is recommended for each Group Training participant. Also ask about our Group Training Programs and Outdoor Adventure Series!

6 Week Quick Fixes:

• Quick Fix Package I – 1x/week with your Trainer - $199.99
• Quick Fix Package II – 2x/week with your Trainer - $399.99
• Quick Fix Package III – 3x/week with your Trainer - $499.99