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Start from what a client actually gets, not a number that feels right
Write down what is actually included before you write down a price: a program built for that client, how often you check their progress, how you reply between sessions, and whether you review food or just training. A price without a clear list behind it is hard to defend to a client and hard to raise later, because neither of you can point to what changed.
Work out your floor before your price
The floor is the least a client can pay before coaching them loses you money. It is plain arithmetic: the hours a client takes each month, times what an hour of your time has to earn, plus what your tools cost you for that client. For example, a client who takes two hours a month, at a target of fifty dollars an hour, has a floor of one hundred dollars before software or fees. Your price sits above the floor by however much the value to the client supports.
Time it honestly for one ordinary month: check-ins, messages, program changes and calls. Coaches who skip this step usually discover the floor later, when a full roster is somehow not paying.
What online coaches charge in 2026, from their own price lists
We found no industry body or statistics office that publishes what clients pay for online coaching in the US, the UK or Australia, so an "average" quoted anywhere is a guess. What can be checked is the price lists coaches and coaching firms publish themselves. These are the ones we read on 8 October 2026, each linked to its own page.
The United States
| Coach or service | Price | What it includes |
|---|---|---|
| Future | $199 a month, after a $50 first month | Your own coach in the app: custom programming, live coach messaging and progress tracking. US only. |
| Juggernaut Training Systems | From $297 a month, with a three month minimum | One to one strength coaching. |
| trainwell | $149 a month, billed every three months | A dedicated trainer, a custom program, and unlimited messages and video calls. |
| Ultimate Performance | $355 a month on its one month plan, then $285; $210 to $295 on its three and six month plans | A tailored program and nutrition strategy, weekly progress reviews, messages answered within 24 to 48 hours, program updates every 3 to 5 weeks and video technique feedback. |
The United Kingdom
| Coach or service | Price | What it includes |
|---|---|---|
| A.S Fitness, Bournemouth and Poole | £97 a month with check-ins every two weeks; £150 with weekly check-ins | A program, a nutrition plan, WhatsApp and an app. |
| Expert PT, Chester | £195 a month for training and nutrition; £165 for nutrition only | Weekly check-ins, weekly video feedback and calls when needed. |
| LMFIT, London | From £149 a month | A plan, nutrition, weekly video calls and WhatsApp. Cancel anytime. |
| Paul Butler | £99, £149 or £299 a month (Lite, Premium, Elite) | Elite adds weekly check-ins, video form reviews and faster replies. |
| Trained by Abbie, Workington | £79 a month, with an 8 week minimum | Weekly check-ins, a new plan every 4 to 6 weeks and a meal guide. |
| Ultimate Performance | £275 a month on its one month plan, then £220; £160 to £230 on its three and six month plans | The same service as its US list. |
| Zone Body Fit, London | £149 a month | A bespoke training and nutrition plan, weekly check-ins, app access, messaging and a monthly review call. Live video sessions are extra, at £45 for 45 minutes. |
Four of the seven list a full service at £149 or £150 a month. For comparison with training in person, PureGym says a personal training session typically costs £30 to £65 for 45 to 60 minutes outside London, and around £45 to £65 a session in London, on its personal training page.
Australia
All four of the Australian coaches we read price by the week, and two of them set a 12 week minimum.
| Coach or service | Price | What it includes |
|---|---|---|
| Better Living Nutrition, Nowergup WA | A$65 a week; A$85 with one in-person session a week | Online training and nutrition. |
| Fit & Feminine, Kingsgrove NSW | A$99 a week, or A$1,188 for 12 weeks paid up front | Weekly check-ins, nutrition, video form feedback and messages any time in the app. |
| Physique Performance Specialists, Perth | A$60, A$80 or A$99 a week, on 12 week terms | Check-ins monthly, every two weeks or weekly, by price. |
| The Performance Coach, Adelaide | A$69 a week for nutrition only (plus a A$49 setup fee); A$99 for complete online coaching, with a 12 week minimum; A$149 for hybrid athlete coaching | Nutrition only, complete online coaching, or hybrid athlete coaching. |
Ultimate Performance publishes the same plan in all three currencies, which makes it the one like for like comparison: its one month plan is £275, $355 or A$530 a month. Its Australian list is a global firm's, so it says nothing about what Australian coaches charge: A$530 a month on its one month plan, then A$425; A$310 to A$440 on its three and six month plans.
Read these as published lists, not an average. Several well known coaching services only give a price after a consultation, and the US list is mostly companies where the UK and Australian lists are mostly independent coaches. Your floor, worked out above, still decides the least you can charge.
Three common shapes
- Per session. Simple to understand, hard to scale. A coach trading hours for money has a hard ceiling on income that no amount of skill moves.
- Monthly retainer. One price for the whole relationship: programming, check-ins, messaging. It matches how the work actually happens, in an ongoing relationship rather than discrete sessions.
- Packages. A fixed block, eight or twelve weeks, sold once. Works well for a specific goal with a clear end, less well for a client who wants to keep going indefinitely, since renewal becomes its own conversation every time.
A hybrid is worth considering too: onboarding charged once, because the first month costs a coach more than any month after it, then a retainer.
What to actually include at each price
Coaches underprice most often by including everything for everyone. A cheaper tier that gets a program and a weekly check-in, and a higher tier that adds daily messaging access and food review, gives a client a real reason to pay more, and gives you a real reason to say no to messaging at 11pm on the cheap tier without it feeling arbitrary.
| Tier | What it includes |
|---|---|
| Program | A program built for the client and a weekly check-in |
| Coaching | Everything above, plus messaging between check-ins and food review |
| Close coaching | Everything above, plus video replies to every check-in and a regular call |
When to raise your rates
Not on a schedule. Raise when new clients stop pushing back on the price, when your roster is full enough that losing one client would not hurt, or when the work has genuinely grown, more check-ins, more responsiveness, more than what the original price covered. Raising a price for existing clients and for new clients are different conversations: existing clients usually deserve notice and a reason, new clients just see the current number.
Platform costs come out of your margin
Whatever software you run your coaching on, its cost comes out of what each client pays you, so it belongs in the floor. There are three ways platforms charge:
- A flat price. Evobody's Coach plan is $69 a month for five clients or five hundred, so the cost per client falls as the roster grows.
- A price per client. Everfit and PT Distinction both price by the number of clients, so the bill rises with every client added.
- A share of what clients pay. TrueCoach's own help centre gives its card processing fee as "a flat 5% fee per transaction", and CoachRx adds 2% of its own on top of card processing. Evobody takes no cut of what your clients pay you.
No add-ons, now or ever. Other coaching apps charge extra for add-ons. We never will: every coaching feature is on every plan, everything we build next comes in too, and you never pay for our progress.
What your tools cost per client
A flat price gets cheaper per client as a roster grows; a per-client price does not. On Evobody's Coach plan the arithmetic is simple:
| Clients | Software cost per client, per month |
|---|---|
| 10 | $6.90 |
| 30 | $2.30 |
| 60 | $1.15 |
Evo SI, the optional AI coach in each client's app, is the one price per client, at $3 a month for each client you switch it on for, so a coach who sells it as part of a higher tier can price it in from the start. Switched off for a client, it is hidden from their app and costs nothing. SI stands for Super Intelligence, previously known as Artificial Intelligence.
Payment terms
Decide the terms before the first late payment, not during it.
Monthly in advance is the plainest for a retainer. Write down what happens when a payment is late, such as a reminder after a few days and a pause in coaching after longer, so it is a policy rather than an awkward conversation each time. Keeping a record of who has paid, who is late and who failed is what makes the policy easy to follow.
Collecting the money without it becoming a second job
However you price it, chasing payment by hand does not scale past a handful of clients. Evobody tracks client payments for you: give each client a payment package and how often they pay, mark each payment paid, late or failed, and see every client's last payment in one list. A coach can connect their own Stripe account. Charging a client's card through Evobody is not built yet. See features.
Questions about pricing coaching
How much do online fitness coaches charge in 2026?
From the price lists we read on 8 October 2026: £79 to £299 a month in the UK, with four of seven listing a full service at £149 or £150; $149 to $355 a month in the US; and A$60 to A$99 a week for full online coaching in Australia. We found no independent survey that publishes an average.
How much should I charge for online coaching?
Start from what the client actually gets rather than from a number that feels right. Work out your floor first, the hours a client takes times what your time has to earn plus your tools, then price above it by what the coaching is worth to the client.
Should online coaching be a package or a monthly retainer?
A package suits work with a defined end, like a twelve week block with a clear goal. A retainer suits open-ended coaching where the job is ongoing adjustment. The hybrid, charging for onboarding separately, is worth considering because the first month costs a coach more than the months after it.
When should I raise my coaching rates?
When you are at capacity and still getting enquiries, when the work per client has genuinely grown, or when you have not looked at the number in years. Raising rates for new clients first, and giving existing clients notice and a reason, keeps both conversations fair.
How do I tell existing clients about a price rise?
With notice and a reason. Tell them before it takes effect, say what has grown in what they get, and consider keeping their current rate for a set time. New clients simply see the current price.
Should I charge for onboarding separately?
It can be fair to. The first month is the most work for a coach, with assessment, a first program and more questions than any later month, so a one-off onboarding fee followed by a lower monthly retainer reflects how the work actually falls.
Should I offer new clients a free trial?
A conversation before they start usually does more than a free month. A free month attracts people deciding whether to commit; a call lets you both decide whether it is a fit, and a client who has paid from day one tends to treat the first week seriously.
Should Evo SI be part of a higher tier?
It can be. Evo SI is $3 a month for each client a coach switches it on for, so a coach can include it in the tier that adds messaging and food review, priced in from the start, rather than offering it to everyone. It is optional: switched off for a client, it is hidden from their app and costs nothing.
Do coaching platforms take a cut of what my clients pay me?
Some do. TrueCoach's card processing fee is a flat 5% per transaction and CoachRx adds 2% of its own on top of card processing, neither of which appears on those companies' pricing pages. Evobody, PT Distinction, Everfit, ABC Trainerize and My PT Hub take no percentage.