Today we’re diving into pricing and payments for personal trainers—everyone’s favorite topic, right? Probably not, because so many people struggle with this in various ways. It’s fascinating, though, how many of us in the online entrepreneur world grapple with pricing and charging what we’re worth. And yet, outside of this world, you rarely see that kind of struggle.
In this post, we’ll cover three main areas of pricing, and we’ll wrap up with some ways to actually accept payments from clients.
1. Why You Should List Your Prices on Your Website as a Personal Trainer
I’m a strong believer in listing your prices on your website. Price is often one of the first factors people consider when hiring someone. Whether it should be one of the first factors is another question, but it’s the reality we face.
Why Listing Prices Helps You Save Time and Qualify Leads
By displaying your prices, you quickly weed out potential clients who may not be the right fit or can’t afford you. This way, you avoid wasting time replying to inquiries from people who were never going to hire you anyway.
The Downside of Listing Prices
The flip side is that listing your prices removes the opportunity to sell your potential clients on the value of your services first. People often use their emotions, not just logic, to make buying decisions—especially for high-ticket or ongoing services. If you omit pricing details, you force potential clients to contact you. This gives you a chance to connect with them emotionally and explain the features and benefits of your service.
A Compromise: Starting Price Ranges
If your pricing fluctuates based on certain factors, a great option is to say, “Prices starting at $XYZ.” This gives clarity while leaving room for flexibility.
You might also be interested to read: Where to Find Illustrated Exercise Demos
2. The Importance of Communicating Value as a Personal Trainer
When setting your prices, it’s crucial that clients understand the value you provide beyond just making them sweat at the gym.
Don’t Devalue Your Expertise
Even the most affordable personal trainer is too expensive for a client who doesn’t understand their value. You’re not just selling fitness sessions; you’re selling results.
Selling Results, Not Services
People buy emotionally. When you can get clients to articulate why they want to get in shape—the real reason, the one that keeps them up at night—and then explain how you can solve that problem, they’re much more likely to sign up. It’s not just about the money; it’s about them believing that you can get them to where they want to go.
Specialize to Stand Out
This ties back to a conversation I had in a recent episode about niching down. If you’re marketing yourself as a trainer for “men and women who want to lose weight and gain muscle,” you’re targeting too broad an audience. By honing in on a specific type of client, you’ll attract people who feel like you’re speaking directly to them. It’s the difference between seeing a primary care doctor and the best oncologist in the state—people want a specialist who understands their unique problem.
3. How to Calculate Your Prices as a Trainer
Pricing can feel daunting, but there are a few approaches you can take:
Option 1: Go Cheap
You could aim to be the most affordable trainer in your area or niche. Let’s not do this.
Option 2: Charge Based on Time
Another option is to charge based on the time you spend with each client. This includes programming, check-ins, follow-ups, etc. The challenge here is if a client takes up more time than expected, you either lose money or have to ask for more—neither of which is ideal.
Option 3: Set Your Yearly Income Goal
A more strategic approach is to consider what you want to earn in a year. Let’s say you charge $119 per program and want to make $100,000 annually. You’d need 70 clients per month. Now, let’s say you raise your price to $297—you’d only need 29 clients. Fewer clients, more value, and deeper relationships.
Consider Competitor Pricing
While it’s important to know what your competitors charge, don’t feel the need to undercut them. For example, grocery stores like Publix charge more than Walmart, but the price difference is reasonable. Similarly, you want your pricing to reflect the value you offer, especially if you’re newer and still building your base.
4. How to Accept Payments as a Personal Trainer
Now that you’ve set your prices, let’s talk about actually getting paid!
Why I Don’t Recommend PayPal
Many people gravitate towards PayPal for its simplicity, but I’m not a fan for business owners. There’s no tangible proof of service delivery, which makes it easy for clients to file disputes and request refunds.
Wave Accounting: A Free and Simple Solution
A free service I used for a long time is Wave Accounting. It’s great for invoicing and payments, and they even offer recurring invoice options—perfect for personal trainers with monthly clients. You can connect it directly to your bank account for automatic deposits.
Honeybook: My Current Go-To
Now, I use Honeybook, which I’ve talked about before. It’s an all-in-one client management system that handles contracts, intake questionnaires, and invoices—making it ideal for saving time. Plus, they offer recurring invoices and auto-debit options.
Recap
To wrap things up, here are the key takeaways:
- List your prices on your website to qualify leads and save time.
- Communicate your value—don’t just sell fitness, sell results.
- Strategically calculate your prices based on your income goals.
- Use reliable payment methods like Wave or Dubsado to get paid easily and securely.
By following these strategies, you’ll not only make the pricing and payment process smoother but also position yourself as a professional and go-to expert.
