The right personal training package ideas and pricing strategies can dramatically boost your revenue. Getting these aspects right makes it so much easier to convert inquiries into paying clients.
In this article – we explain how personal trainers can package their services and present their pricing in a way that’s persuasive and engaging.
But it’s not only useful for PTs – it’s also effective for gym membership sales consultants, fitness studio owners, and yoga instructors.
We’re a team of qualified personal trainers and fitness coaches with 15+ years of industry experience, so we know first-hand what works (and what doesn’t!). We’ve trained other fitness professionals in sales, marketing, and business growth, so our strategies are tried and tested.Personal Training Sales Success [Online Course]
Most fitness professionals don’t put much thought into how much to charge – they simply set their prices in line with their competitors. But smart pricing is crucial to successful selling.
Get it wrong, and you’ll be facing an uphill battle to get more clients. But get it right and the entire sales process will be so much simpler.
In this 3-minute video, learn how to package and price your personal training services using a technique called anchoring. If you prefer to read or use a screen reader there is a full transcript further below…
Personal Training Package Ideas
Now you know the most effective way to price your PT packages, let’s cover what to include in them. How can you provide the necessary value to justify your pricing?
Here are some personal training package ideas to get you started that follow the 1x/2.5x/5x pricing formula….
Personal Training Package Idea #1
The first way you can package personal training is by the volume of training sessions you provide…
- Lower tier – one single personal training session.
- Mid-tier – three personal training sessions.
- Upper tier – seven personal training sessions.
This is a simple way of pricing your personal training sessions based on volume. You can also adjust this package based on training frequency, such as one, two, or three PT sessions per week (bundled into a monthly package).
Personal Training Package Idea #2
Alternatively, you can bundle nutrition coaching or other services in with your multi-session packages…
- Lower tier – six-week package including 12 personal training sessions.
- Mid-tier – six-week package including 12 personal training sessions and nutritional coaching.
- Upper tier – six-week package including 12 personal training sessions, nutritional coaching, and a personalised workout supplement bundle.
Because this approach includes lots of additional value for the client, it’s an effective way of charging higher prices for your personal training.
Personal Training Package Idea #3
If you’re trying to figure out how to price online personal training, here’s an example package you can use…
- Lower tier – $30 fitness training ebook.
- Mid-tier – $75 fitness training video course.
- Upper tier – $150 bundle of 4x online personal training sessions.
This package illustrates how you can sell one-to-many services like fitness ebooks and online workout programmes at the lower end. This enables you to dedicate your training time to one-to-one sessions with online clients at the higher end.Personal Training Sales Success [Online Course]
Personal Training Price Presenting Tips
Here’s the transcript of the video above where we outline the most effective personal training pricing technique…
“The first personal training price presenting strategy I want to talk to you about is anchoring. Anchoring is an especially effective strategy when it comes to selling big ticket items, like personal training packages or annual memberships.
And it’s based on the premise that nothing is cheap, or expensive, when considered on its own, only when compared to other things. And anchoring provides this comparison.
So think about a $200 training program – that might be considered expensive on its own or without any context. But if it’s next to a $500 training package, then all of a sudden it seems better value.
So the best way to implement an anchoring strategy is to offer 3 price options. And the middle option should be the one that you really want to sell.
And this has been tested extensively. In one test they had 2 beers – a regular priced beer and a more expensive premium one. And in this case where there were only two choices, 80% of people chose the premium beer.
Then they introduced a third ‘bargain’ beer, which was at the cheap end of the spectrum. So now they had a cheap, regular, and premium option. And what they saw was that the ‘regular’ option became the best seller, also with 80% of sales. So the majority went for the middle option, but interestingly, no-one bought the cheapest beer.
And then they tested this theory even further. The took away the cheapest option, and introduced a super-high priced beer that was even more expensive than the premium one. So now they had a regular beer, an expensive premium beer, and a seriously expensive beer. And in this case the expensive premium beer that was now the middle option, got 85% of the sales.
This test demonstrates that how much something costs, or the ticket price, often isn’t the deciding factor. It’s whether someone thinks it’s good value that determines how much a product or service sells. And you can increase its perceived value, simply by providing a cheaper and more expensive option for comparison.
This approach is really popular online. You’ll often see websites that offer three different pricing options, and highlight the middle one as being the ‘best value’ or ‘most popular’.
You can also use colours and callout badges to draw attention to the middle option. Although as we saw in the testing, that middle option is likely to be your best seller no matter what, so long as you’re offering real value in return.
And you can even offer two of the options at the same price, but differentiate the value in some other way (such as a pay-as-you-go versus weekly commitment).
Now you might be wondering how different your prices should be and if there’s an ideal ratio. Well based on extensive testing, your middle option should be priced at 2.5 times that of your basic one. And your premium option should be priced at 5 times more than your basis one.
So in this example… if your basic option is $100, then ideally the middle option would be around $250, and the premium option would be about $500.”
PT Sales & Pricing Strategy Tips
Our online course on How To Sell Personal Training contains an entire module dedicated to pricing.Personal Training Sales Success [Online Course]
It expands on the most common mistake people make when using anchoring, how to use the reframing strategy, and create a price guide. Learn more about the course here.
Personal Training Business Templates & More
Our ready-made templates make it quicker, cheaper, and easier to promote your fitness business. They can improve the effectiveness of your sales and marketing campaigns. If you aren’t an experienced marketer, then templates also provide a useful guide for you to follow.Fitness Business Templates
Whether you run a gym club, fitness studio, or personal training business, these templates will save you time and effort. They’ll help you to plan and organize your promotional activities so that you generate more revenue. You’ll get 60+ templates covering sales, marketing, lead gen, client training, and business start-up resources.