Unlocking Financial Success: Setting the Right Pricing for Your Personal Training Sessions

business opportunity health and wealth club personal trainer physical therapist Jun 05, 2024

As an experienced personal trainer working for a reputable fitness brand you’ve probably changed your session price a few times over the years. Often this is because you’re not sure how you set the right pricing for your one-on-one sessions? On one hand, you want to ensure that your rates are competitive and attractive to potential clients. On the other hand, you need to cover your expenses, achieve financial stability, and position yourself as a premium service provider.

In this blog, the third in our series (check out the first one here) tailored specifically for personal trainers, we'll break down the art of pricing your one-on-one sessions. We'll explore strategies to help you strike the perfect balance between affordability and profitability, while also discussing the benefits of positioning yourself as a premium service provider.

Understanding the Pricing Landscape

Before we talk about pricing strategies, it's essential to understand the pricing landscape within the personal training industry. According to industry reports, the average hourly rate for a personal trainer in the United States ranges from $40 to $100, with variations based on factors such as location, experience, and certifications.

For personal trainers employed by reputable fitness brands like Lifetime Fitness or Equinox, the pricing structure may differ slightly. These brands often offer package deals or membership options that include a certain number of personal training sessions at a discounted rate.

For example, at Lifetime Fitness, a typical package might include four 60-minute personal training sessions for around $300, which equates to $75 per session. However, it's important to note that these rates can vary based on location and specific club policies. Also, these are usually introductory rates that get you to try the service and then the rate goes up once you are committed. 

You may even try offering one or two sessions for free to long term members who haven’t taken advantage of personal training yet. While these marketing tactics can get you started that are designed to promote you, so keep in mind you need to get comfortable explaining the shift to the paid hire session rate after the introductory sessions. 

Calculating Your Expenses and Financial Needs

Before setting your pricing, it's crucial to understand your expenses and financial needs. As a personal trainer employed by a fitness brand, you may have fewer overhead costs compared to independent trainers, but you still need to factor in expenses such as:

  1. Professional development and certifications
  2. Continuing education
  3. Marketing and promotional materials
  4. Transportation costs (if you offer in-home training)
  5. As well as lifestyle needed to attract the right clientele 

Additionally, consider your desired income level based on your financial goals and lifestyle aspirations.

Let's use an example to illustrate this concept. Suppose your monthly expenses, including living costs and professional development, total $5,000. If you aim to earn an annual income of $60,000 (after taxes), your monthly income target would be $5,000. At this rate you are only breaking even and if anything goes wrong you could be living check-to-check. 

So consider making your income desire at least 40-50% more than this. 20-25% will need to go to pay taxes, which money people forget to plan for. The other 20-25% will go to creating a cushion or savings account for you in case something comes up.

Assuming you can realistically handle 20 one-on-one sessions per week, and your employer offers a commission structure of 50% on session fees, you would need to charge approximately $200 per session to meet your financial needs. This may be considered expensive in some cities and can price you out of the market. That’s why we’ll discuss having multiple streams of revenue to fill in the gaps. 

Based on this example you’d need to either negotiate with your club to get a higher commission or take on more clients. Some trainers see as many as 30 clients per week. This is where burnout comes in, quality goes down and business resistment starts to set in. Let’s discuss ways to overcome this. 

Positioning Yourself as a Premium Service Provider

While pricing is undoubtedly a crucial factor in attracting and retaining clients, it's essential to remember that personal training is a premium service. By positioning yourself as a premium service provider, you can justify higher rates and attract clients who value quality over cost. Especially if you are working with a brand that has already established itself as a premium club.

Here are some strategies to help you position yourself as a premium service provider:

  1. Highlight Your Expertise: Emphasize your certifications, specializations, and experience in your marketing materials and client interactions. Clients are often willing to pay more for trainers with advanced qualifications, a proven track record, and a specialty that solves the problem they are having.
  2. Offer Personalized Attention: Emphasize the personalized attention and tailored approach you provide during one-on-one sessions and even afterward. Clients value trainers who understand their unique needs and goals. Here you can also leverage your network and insider knowledge.
  3. Showcase Your Results: Share success stories and before-and-after photos of clients who have achieved remarkable results under your guidance. Visual proof of your effectiveness can be a powerful selling point.
  4. Provide Value-Added Services: Consider offering additional services or perks, such as nutrition counseling, accountability check-ins, or access to exclusive resources, to enhance the overall client experience. This is where you can set yourself up for multiple revenue streams.

By positioning yourself as a premium service provider, you can justify higher rates and attract clients who are willing to invest in their health and fitness goals.

Finding the Sweet Spot

Ultimately, setting the right pricing for your one-on-one sessions involves finding the sweet spot between your financial needs, the value you provide, and what the market can bear. Here are some tips to help you find that sweet spot:

  1. Research Competitor Pricing: Conduct a thorough analysis of what other personal trainers in your area, particularly those employed by similar fitness brands, are charging for one-on-one sessions.
  2. Consider Package Deals: Offer package deals or discounted rates for clients who commit to multiple sessions or longer-term engagements. This can incentivize clients to commit while providing you with a consistent income stream.
  3. Evaluate and Adjust: Regularly evaluate your pricing strategy and make adjustments as needed. Monitor client feedback, market trends, and your own financial needs to ensure your rates remain competitive and sustainable.
  4. Communicate Value: Clearly communicate the value you provide to justify your rates. Highlight your expertise, personalized approach, and the results you've helped clients achieve.

Continuing the Journey

Remember, you never want to be the lowest price because clients who are shopping for the lost priced personal trainer are letting you know that they don’t want to pay for the service. Those who shop for the best or the one that connects with their needs are more likely to pay based on the value to them. Focusing on price first interrupts the business relationship.

Setting the right pricing for your one-on-one sessions is a crucial step in building a sustainable and financially rewarding personal training practice. By understanding your expenses, positioning yourself as a premium service provider, and finding the sweet spot between affordability and profitability, you can attract and retain clients who value your expertise and are willing to invest in their health and fitness goals even if it means stretching their budget a little.

Remember, pricing is just one piece of the puzzle. In the upcoming blogs in this series, we'll explore additional strategies to maximize your earning potential, such as exploring additional revenue streams, building a subscription model, and transitioning clients to other offerings. This will help make your one-on-one session fee even more affordable and competitive.

Next Steps: Connect

If exploring your pricing is a high priority for you right now and you’d like more guidance there’s a way to get what you need. Have you heard of the Good Rich People Society? It’s a community of personal trainers and other service based business owners with similar challenges. 

There you can gain access to personalized business strategy sessions, expert guidance, and a supportive network of like-minded professionals. By becoming a member of the Good Rich People Society, you'll receive invaluable insights, tools, and resources to help you navigate the challenges of building a successful one-on-one session practice. From pricing strategies to marketing techniques, our experts will guide you every step of the way.

Don't miss out on this opportunity to unlock your full earning potential and create a thriving business doing what you love with the freedom you desire. We invite you to visit the website to get details and join today. Take the first step towards financial freedom and professional fulfillment, learn how to join now.

I'm KinƩ Corder, the leading National Certified Counselor specializing in performance and financial therapy for exceptional men and athletes. Over the past 20-years I've been researching what it takes to live a meaningful life. Let me pour into you so you can get the clarity you've been seeking.

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