How much should you charge for online fitness coaching?

For the recurring group coaching model we teach at Propane, the starting price is £147 for the first six weeks, followed by £97 per month. That is a starting point for a specific service and sales process, rather than a price for every kind of coaching.

The model connects a 14-day challenge, an initial paid group programme and ongoing monthly coaching. The challenge helps prospective clients experience your approach before deciding to join. The initial paid period gives them a clear next step, followed by a recurring service designed to support continued progress.

Here is how to decide whether that structure fits your offer and what to measure before changing it.

Price the service, not your personal worth

In the pricing walkthrough, we look at three things: what clients get, how long they stay, and how long it takes you to sell and deliver the programme.

Start with the problem you help a particular person solve. Then define the service: the programme, feedback, group support and access to you. A service with frequent individual calls has different delivery demands from a group programme with shared resources and structured check-ins.

“Charge your worth” does not help you make those decisions. Your price is a term of the offer, not a measurement of you as a person.

Understand what the £147 and £97 cover

In this example, £147 pays for the first six weeks of the coaching programme. It is not the price of the 14-day challenge and it is not a weekly rate. The ongoing rate is then £97 per month.

Explain that sequence before someone buys. State when monthly payments start, what the ongoing service includes and the applicable commitment and cancellation terms. A low entry price should make the decision understandable, not hide the later cost.

The current starting model is £147 for six weeks, then £97 per month. The older video uses a lower introductory price; use the current figures here. Your audience, delivery costs and results may justify another price. This is also distinct from the price of joining the Propane mentorship: these are prices for the coaching service you sell to your own clients.

Look beyond the first payment

The first payment matters because it contributes towards acquiring and onboarding a client. Continued payments matter because the business needs to deliver value over time.

Customer lifetime value describes the revenue collected over the relationship. It is not profit. Advertising, software, payment processing and the work of serving the client still have to be paid for.

For a hypothetical example, four new clients paying £147 each produce £588 in initial revenue. If acquiring them cost £200 in advertising, that leaves £388 after advertising, before delivery and other costs. Later payments might change the economics, but they are not cash you have already collected.

Track actual retention rather than assuming that each new client will stay for years. A price can be easy to sell and still leave too little capacity to provide the promised support.

Test price changes against the whole process

The walkthrough suggests testing increases in small steps, including 10% increments, once the acquisition process is working. Treat that as an experiment: keep the offer, audience and delivery sufficiently consistent to understand what changed.

Record the number of leads, new paying clients, initial revenue, acquisition cost and continued payments. A higher price per sale is not necessarily an improvement if fewer suitable clients join or the ongoing service loses clients sooner.

The video also discusses conversion and retention targets. Those are reference points for the model, not guaranteed outcomes or universal industry benchmarks. Use your actual costs and enough observations to judge whether a change helps.

For existing clients, the approach described in the video is to retain their agreed rate while testing a new rate with new clients. Keep the terms clear for each group.

Choose a price you can deliver on

Start with a clearly defined offer and a price that supports it. Test the buying decision, then check whether clients stay, make progress and receive the support you promised.

The purpose of the recurring model is to build a service you can keep delivering, with a sales process that does not consume all of your coaching time. Watch the Propane training below to see how the challenge, paid programme and ongoing coaching connect.

Related guide: How to separate coaching revenue from the income you take home.