Selling your services as a personal trainer can feel weird. Especially when you’re the product.
Most personal trainers didn’t get into this work because they love sales… but if you’re running your own business, you’ve gotta be able to talk about your offers with clarity and confidence. Not just for your bottom line — for your peace of mind too.
Because at the end of the day, if people don’t see the value in what you offer, they’re not going to pay for it.
Let’s talk about how to fix that.
1. You’re Not Selling Training Sessions… You’re Selling Outcomes
When people hire a personal trainer, they’re not just looking for someone to count reps. They’re hoping you’ll help them feel better, look stronger, stay consistent, and finally follow through.
You have to help them see that.
It’s not just about “getting in shape” — it’s about moving without pain, sleeping better, feeling more confident in their body. That’s what makes them say yes. That’s what makes them stay.
To build value:
- Help them name the real goal behind the goal (it’s almost never just about weight)
- Show how your process works and why it’s different
- Use your credentials to boost trust… without sounding like a robot
- Add little touches that show you get it — like meal planning tips, check-ins, or a welcome kit
- Personalize their experience from the first interaction
Oh… and if you’re undercharging, clients are going to assume your service isn’t that great. Pricing sends a message, whether you mean for it to or not.
2. Your Pricing Structure Should Make Sense for You
There’s no one perfect way to price your services. But if your current setup is making you dread consultations or feel underpaid… it’s time for a refresh.
Here are some common models:
• Hourly Pricing: Charging clients per session offers flexibility but might not encourage long-term commitment. This can work for short-term or one-off consultations. A smart rule is to never go below $40/hour, even when starting.
• Package Deals: This model involves bundling services, such as nutrition with training, often at a discounted rate. Packages encourage commitment and can include options like a 10-session package, a starter pack (e.g., 3 sessions), or an elite pack with unlimited sessions.
• Subscription Plans/Recurring Monthly Fees: This model charges a recurring monthly fee for ongoing support, fostering client loyalty and providing predictable income streams. It’s the most stable approach to growing your business as it allows you to forecast monthly income.
• Tiered Pricing: Offer multiple levels of service to suit different budgets. For example, a basic plan might include a meal template, while a premium plan could feature weekly coaching and meal adjustments. You can also use a three-tier strategy where your preferred price point sits in the middle, making it the most competitive option compared to a basic and a much higher premium option.
• Brochure-Based Pricing: This model uses pre-made prices with a list of training types, often detailing economy of scale (savings for purchasing multiple sessions). It provides clients with a sense of consistent pricing.
• Open Pricing: A verbal, customized pricing structure based on the client’s goals, timeline, and factors like travel time, gym fees, and equipment costs.
• One Price Model: A fixed, set-in-stone dollar amount that doesn’t fluctuate. This is often best for experienced trainers with optimal confidence and a full schedule.
• Group Training vs. One-on-One: Group sessions allow for lower rates per person but can generate higher revenue per hour. Small group training is a win-win, allowing trainers to earn more while charging less per client, especially suitable for less affluent areas.
• Online vs. In-Home Rates: Online sessions are typically 20–30% cheaper than in-person due to reduced overhead and travel, offering flexibility and affordability…. In-home sessions can be priced higher due to travel and exclusivity.
• Pricing Based on Income Goals: Determine your desired annual income and then calculate how many clients you need at a certain price point. Higher prices allow for fewer clients, more value delivery, and deeper relationships.
• Pricing Based on Results: Base your pricing on the client’s requested results, reflecting the effort and resources required for their unique goals.
• Strategic Discounts: Use discounts strategically to attract new clients. Instead of slashing prices, offer value-added promotions like a free 15-minute consultation for first-time clients, a discount for long-term commitment (3- or 6-month plans), or group pricing for couples/families..
• Scarcity Marketing: Create a sense of urgency by offering limited-time discounts or limiting the number of available sign-ups for a service
Whatever route you choose, make sure you can talk about it without flinching. When you believe in your prices, clients are more likely to believe in your value.
3. Talking About Price as a Personal Trainer Doesn’t Have to Be Awkward
If you get weird when people ask about pricing, that energy is going to come through. The goal is to stay in the driver’s seat — not rattle off a number and hope they don’t ghost.
Instead of answering with a dollar amount right away, try this:
“It depends on how often we’d be working together and what kind of support you need. I’d love to learn more about your goals and make sure we’re a good fit. Are you free for a quick consult this week?”
You’re not dodging. You’re leading. It gives you space to connect, explain your process, and show the value before talking numbers.
4. Make It Easy to Get Paid (Seriously)
You’ve done all the work — don’t drop the ball at checkout. Use a payment system that feels seamless for both you and your clients.
Options to consider:
- Stripe or Square – Great for recurring payments and online invoices
- Honeybook or Wave – Nice if you want contracts and invoicing in one place
- Bank transfers or auto-debit – Clean and consistent, especially for monthly plans
- PayPal – Still works, but can be a little clunky for long-term services
- Cash or checks – Fine in person, but not ideal for recurring billing
- Point of Sale (POS) systems – Great for in-home or studio sessions
Make sure there’s a paper trail, make it easy for folks to pay, and make it easy for you to track.
Final Thoughts
If selling yourself makes you cringe, you’re not alone. But the sooner you start showing up like the expert you already are — with clear offers, confident pricing, and a streamlined process — the easier it gets.
You don’t need a sales script. You just need to believe in what you’re offering… and give people a reason to believe in it too.
Want help polishing your offer or clarifying your message? That’s what I do. Let’s make your business (and your website) fill your calendar for you.
