Personal trainer prices range from $10 to $127 per hour… But that’s a pretty broad spectrum, so how can you decide how much to charge for personal training in YOUR situation?
Pricing is a tricky area that’s half science, half art-form. There’s no one-size fits all approach, since everyone’s situation is different… Location, competition, positioning, target client, and business objectives, all influence personal trainer prices.
So here are three methods to help you decide how much to charge for personal training, along with the pros and cons of each…
#1 – Look At Other Personal Trainer Prices
The first method is to research the competition, and then price yourself slightly higher or lower. This is pretty common practice in the fitness industry. Depending on what you offer or specialise in, you’ll probably have a gut feeling about whether to charge more or less than other trainers in your area.
Example ⇒ Competitor A charges $60p/h and competitor B charges $70p/h so I’ll charge $65p/h.
The good thing about this method is that it’s easy to implement. Just spend a few minutes researching the competition, and you’re away! If you aren’t sure what others charge, then use US average personal trainer prices ($60.75ph) as a starting point…
This approach also ensures that your pricing is competitive in the short term, which will help you generate sales from the outset.
However, this method does have its downfalls. The main one is that it can lead to a race to the bottom. If you base your prices on your competitors’, then what happens if they drop theirs? Do you drop yours? And what will they do to counter this? Yep that’s right, drop their price again.
This can lead to a downward spiral, until prices hit rock bottom and no-one’s making any money. Eventually this devalues everyone’s services, and it’s incredibly difficult to raise them back the other way. So whilst it’s an easy option, it’s worth treading carefully.
#2 – Calculate Costs + Profit
This is the classic approach that many product-orientated businesses take. It involves calculating your costs, and then adding a profit margin on top.
Example ⇒ It costs $40 to produce the product, pay staff and bills, and transport it to the customer, so we’ll add on a 50% profit margin and charge $60 in total.
For PTs, it means calculating the cost of all your training courses, first aid certification, PPL licences, equipment, insurance, marketing, travel, and any other expenses. You also need to factor in the cost of your time.
The great thing about this method is that it’s totally logical. It ensures your costs are covered and bills are paid (assuming you meet your minimum sales prediction).
The downside is, you may end up selling yourself short. What if the market would be willing to pay more? You’ll miss out on potential revenue, and no-one wants that.
#3 – Begin With The End In Mind
This method involves deciding the total amount you want to earn, and then creating an offering that’s worth the money. It’s a more goal-orientated approach, where you decide on the end result, and then work out what’s needed to achieve it.
Example ⇒ I want to earn $100,000 a year, which equals $2000 per week (assuming 2 weeks holiday). If I work 25 hours per week then I’ll need to charge $80p/h. Now what can I offer that’s worth that to clients?
This approach has some huge upsides… It allows us to think bigger, achieve financial freedom faster, and on our own terms.
However it does require more research, which takes time and effort. The maths is simple enough, but it’s that last part that requires more work… What can we offer clients that’s worth it? Because unless you can truly provide value to them, it’s just not going to be successful.
How Much To Charge For Personal Training
Pricing is crucial to the success of your PT business, which is why we dedicate an entire module to it in our online course. How To Sell Personal Training will teach you the exact steps to finding profitable clients and increasing your revenue.