Properly Price Your Online Fitness Training
Sometimes, change comes slowly – and sometimes it’s overnight.
Figuring out how to price online fitness training is an example of both.
Before the pandemic, plenty of people were predicting virtual fitness was coming at some point. But nothing ignited it until early 2020, when we all suddenly had to change how we did business.
And then, online training accelerated at warp speed. It was everywhere, in various forms, and as common as that new-but-ubiquitous tool, Zoom.
One day, you’d never heard of Zoom. The next day, it was here to stay.
Well, now, a few years later, it’s safe to say that online fitness training isn’t just here to stay — it’s booming. Lots of fitness business entrepreneurs are trying to enter this digital space and make their mark.
And if you’re a gym owner or personal trainer who’s among them, there’s a process to follow to ensure your success. One of the main questions is this how to price online fitness training in a way that reflects your value, attracts the right clients, and keeps you profitable?
In this crowded market, competitors are offering $20 workout templates, $500-a-month VIP coaching programs, and everything in between. Some promise six-pack abs in six weeks; others offer holistic wellness and long-term lifestyle change.
So, where do you fit in? How do you stand out — and get paid what you’re worth?
Let’s walk through how to price online fitness training smartly, strategically, and sustainably.
The Online Fitness Boom: Where We’re At
The global online fitness market is projected to reach $79 billion by 2026, according to Fortune Business Insights. Since the pandemic accelerated remote coaching, thousands of trainers have gone online. That’s great for clients who want more options — but challenging for business owners trying to compete.
Still, the demand is strong. People want flexibility, affordability, and expert guidance without leaving home. Some are also looking to complement, rather than entirely replace, going to a gym. Countless more are geographically isolated or work difficult schedules.
If you can deliver results and build a relationship, there’s space for you.
But when planning how to price online fitness training, don’t make the mistake of underpricing yourself or blending in with the noise. Instead, start with clarity.
First, Know What You’re Offering
Before you can set a price, get specific about your offer. “Online training” is too vague. What kind of clients are you seeking. What exactly are they going to be getting?
Here’s what you need to define:
- Coaching or programming? Are you writing a plan and sending it off, or are you offering ongoing support, feedback, and accountability?
- Live or recorded? Is there live Zoom coaching, or are workouts pre-recorded?
- One-on-one or group? Custom plans cost more to deliver than group programs.
- Extras? Do you include nutrition guidance, mindset coaching, daily check-ins, or habit tracking?
More value equals higher pricing. But remember — “value” means value to the client, not just how much time it takes you to do your job.
Get A Sense of the Benchmarks
It’s smart to look around at what others are charging. According to some estimates, many online trainers charge:
- $50–$150/month for app-based programming with minimal interaction
- $150–$300/month for individualized coaching with regular check-ins
- $300+/month for high-touch 1:1 coaching
But don’t assume the cheapest or most expensive is the best choice. Instead, ask:
- Who is my ideal client?
- What problems am I solving for them?
- How much is that transformation worth to them?
Fitness business coach Sean Greeley of NPE says: “The price should reflect the outcome, not the process.” If you’re helping someone regain confidence, avoid surgery, or get back to hiking with their grandkids, that’s worth more than a set of reps and sets.
If your offering online training as an extension of your brick-and-mortar gym, then shape it to fit these members’ needs.
· Are they stuck at home for some reason?
· Do they travel a lot?
· Are they snowbirds?
· Do they love, love, LOVE you and want to maintain a connection while they’re away?
Again, there are lots of different needs to consider when you think about how to price online fitness training.
That’s the beauty of the possibilities the technology allows!
“A lot of my clients think of this as like a virtual second location,” says fitness business coach Pat Rigsby. “They say, ‘OK, I’ve built one physical location. I don’t want to have two
or three or four physical locations, but I still want to grow my revenue. I still wanna grow my income and I want to do it while staying within the fitness industry,’ while others have built just these truly remarkable online businesses.
“So, the scope of the type of business opportunities that are out there is pretty staggering.”
Three Smart Pricing Models to Consider
When you’re figuring out how to price online fitness training, it helps to remember why your clients want your help.
They want results, convenience and accountability. You provide those valuable services. Don’t fall into the trap of undercutting yourself if you don’t provide a physical location.
“Price is a marketing tool,” says Vince Gabriele, another fitbiz coach. “Higher price = perceived higher value. Don’t race to the bottom.”
Think in frameworks. Here are three popular and effective models when planning how to price online fitness training.
1. Tiered Packages
This model gives clients options based on the level of support they want:
- Basic: $99/month – Workout plan + video demos
- Standard: $199/month – Plan + weekly check-ins
- Premium: $399/month – Plan + coaching calls + messaging access
Pros: Flexible for different budgets. Lets clients “graduate” up or down.
Cons: More complex to manage.
2. High-Ticket Coaching
Offer a high-touch, premium experience for a select group of clients. Think $500–$1,000/month for total transformation packages including training, nutrition, mindset, and accountability.
Pros: Fewer clients, higher revenue, deeper relationships.
Cons: Requires great sales skills and delivery systems.
3. Low-Cost Memberships or Courses
Sell to the masses — a $29/month membership, a $99 one-time program, etc. Good for recurring revenue or passive income.
Pros: Scalable. Less time intensive.
Cons: You need lots of buyers and strong marketing to stand out.
Choose what fits your lifestyle and business goals. You can combine models — for example, offer a course as a lead-in to premium coaching.
Some online training packages can be combined with your “regular” members to entice prospects, too. It’s up to you how much variety you want to offer when you plan how to price online fitness training,
Your pricing should reflect the transformation you promise, but you still need to show why you’re different than competitors.
Ask yourself:
- Who do I help best? Be specific. “Women over 40 who want to gain strength and reduce joint pain” is better than “anyone who wants to get fit.”
- What’s my method? Share how your process is different. Do you combine mobility and strength? Use behavior change science? Include spiritual or emotional health?
- What makes working with me feel unique? People buy YOU. Your story, energy, and coaching style matter. But remember to keep the focus on clients, not yourself. They only care about how you can help them, not how awesome you are.
And remember, people will pay more for:
- Accountability
- Simplicity
- Support
According to Precision Nutrition, 95% of clients fail to stick with a plan without accountability. That’s why your coaching has value — it’s not about a better spreadsheet. It’s about getting results.
Customers also will consider upsells, even online, if you want to explore offering support services like nutrition counseling.
Avoid These Common Pricing Mistakes
It’s easy to fall into traps when learning how to price online fitness training. Here are the big ones to avoid:
1. Undercharging to Get Clients. This backfires. You attract bargain hunters who don’t stay, and you burn out. Price with confidence. Clients want leadership.
2. No Clear Offer. If your service is vague or overly complicated, people won’t buy. Be clear: “You get A, B, and C. We meet X times per week. You’ll feel Y in Z weeks.”
3. Not Raising Rates. Your skills grow and services expand. So should your prices. It’s OK to review your pricing once a year or so.
4. Copying Someone Else’s Model. What works for a nationwide brand with a full-blown marketing agency won’t work for you and your local gym. Build your pricing around your business, not someone else’s Instagram feed.
Tools That Help You Deliver on Your Pricing
If you’re charging $200–$500/month, your delivery systems need to match. That’s where tools like Naamly help on how to price online fitness training.
Naamly is a client relationship manager (CRM) built specifically for fitness studios and coaches. It helps you:
- Keep track of leads and follow-ups
- Manage communication (SMS, email, calls)
- Track client progress
- Automate check-ins and reminders
This makes it easier to offer high-touch service without drowning in admin. And the smoother your operations, the more your pricing feels justified — and even like a deal.
A Hypothetical ‘Case Study’
Let’s imagine Ashley, a personal trainer in Florida, started online coaching in 2021. At first, she charged $99/month for customized workouts. But she was spending hours checking in, answering texts, and updating plans — and barely covering expenses.
After reviewing her offer, she repackaged:
- Weekly check-ins via video
- Monthly 30-minute coaching call
- Access to a private app
- Accountability tracking
She raised her rate to $299/month and was nervous clients would leave. But most stayed — and new clients saw more value.
Final Thoughts: Set Your Price Like a Pro
Here’s the bottom line: When deciding how to price online fitness training, you’re not just picking a number. You’re communicating value, setting boundaries, and shaping your business.
Take the time to:
- Define your offer clearly
- Understand your market and ideal client
- Price based on transformation and results
- Build in systems that let you scale
And remember: People will pay for support, simplicity, and results. If you can deliver those things consistently, your clients will be happy — and so will your bank account. Keep up your business education with Naamly Online University newsletter, your weekly source for fitness industry news, events, and content from the best in the business.