The Definitive Guide to Coaching Pricing

Are you a coach looking to set the perfect coaching pricing strategy for your services? Look no further! This definitive guide will delve into the various pricing options and strategies to help you make an informed decision. Whether you’re new to the coaching world or a seasoned professional, finding the right coaching pricing strategy is essential to building a successful, profitable coaching business.

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The Definitive Guide to Coaching Pricing

Are you a coach looking to set the perfect coaching pricing strategy for your services? Look no further! This definitive guide will delve into the various pricing options and strategies to help you make an informed decision. Whether you’re new to the coaching world or a seasoned professional, finding the right coaching pricing strategy is essential to building a successful, profitable coaching business.

Key Takeaways

  • This guide outlines the advantages and disadvantages of three popular pricing strategies for coaching services: hourly, retainer, and package.
  • Evaluating market trends, assessing expertise & experience, researching competitors’ prices & balancing value/ affordability are key steps to set ideal coaching rates.
  • Monitoring market trends & competitors while evaluating client feedback can help adjust prices to remain competitive in the industry.
  • You can charge over 100k as a coach if you know how to position yourself effectively at the premium, ultra-premium or luxury end of the market.

Understanding Coaching Pricing Strategies

Coaching services come in various shapes and sizes, and so do their pricing structures. Naturally, you’ll want to choose a pricing strategy that best aligns with your coaching service and target audience.

This guide will delve into three prevalent pricing strategies: hourly, retainer, and package pricing, discussing their respective advantages and disadvantages.

Hourly Pricing: Pros and Cons

Hourly pricing is a common starting point for many coaches, especially those new to the industry. With this strategy, clients pay for each coaching hour received, typically ranging from $75 to $200 per hour, depending on the coach’s expertise and niche. Understanding the life coach cost and life coaching fees can help clients make informed decisions when choosing a coach.  

In our 100k Offer System, some of our coaches are achieving $10k+ an hour.  This is a range for those exceptionally skilled at what they do, but we do not recommend marketing as an hourly rate.

While hourly pricing is simple and intuitive, it may not accurately reflect the value provided by the coach. Clients may prioritize the amount of time spent with their coach over the outcomes they achieve. Remember, the core benefit coaches deliver is the accomplishment they assist their clients in achieving.

Retainer Pricing: Pros and Cons

Retainer pricing is another popular choice, where clients pay a predetermined amount each month in exchange for a specified level of service. This pricing structure offers stability and predictability for both coaches and clients.

As a 100k Offer Coach, your retainer will be over $8000 a month.  We typically combine retainers with package prices to achieve even larger pricing for our coaches.

However, retainer pricing can potentially create an imbalance between work and personal life due to the long-term commitment and expectations from clients. Establishing boundaries and maintaining a healthy work-life balance is fundamental.

Package Pricing: Pros and Cons

Package pricing focuses on results achieved for clients, making it a popular choice among coaches and clients alike. Clients pay a set fee for a predetermined number of sessions or a set period of time.  

Packages can also include equity and bonuses for over KPI outcomes, which we recommend for our 100k Offer Coaches.  Some of our coaches have achieved multi-million dollar coaching packages with this type of structure.

The main advantage of package pricing is that it encourages clients to form a longer-term relationship with their coach, which can lead to improved outcomes. However, the downside is that it can be challenging to anticipate the timeline for a client to realize their anticipated outcomes, potentially leading to clients feeling they are not getting the value they expected.

Determining Your Ideal Coaching Rates

Figuring out the best rate for your coaching services can be tricky. It’s important to evaluate market trends, competitor rates, and consider the value you bring to the table. Setting ideal coaching rates involves assessing your expertise and experience, researching competitors’ prices, and balancing value and affordability.

The subsequent sections will navigate you through each step, assisting you in crafting the optimal pricing strategy for your coaching business.

Assessing Your Expertise and Experience

Your expertise and experience play a significant role in determining how to price your coaching. Renowned and sought-after coaches can command premium, ultra-premium and luxury fees, whereas novice coaches must focus on gaining experience and building a positive reputation.

New coaches can gain experience and build a track record by providing free or discounted services, networking with other coaches, and assembling a portfolio of accomplished clients. As you gain experience, your rates can be adjusted to reflect your growing expertise in the field.

Researching Competitors' Prices

Understanding your competition plays a vital role in determining your coaching rates. Here are some steps to help you analyze your competitors’ pricing structures:

  1. Conduct online market research to identify competitors in your niche.
  2. Analyze their pricing structures.
  3. Utilize price comparison websites or tools to gain insights into competitors’ pricing strategies.

By comparing your rates to those of your competitors, you can establish a baseline and ensure your coaching rates remain competitive. Keep in mind; your rates should also reflect your expertise, experience, and the value you provide to clients.

Balancing Value and Affordability

Finding the sweet spot between providing value and maintaining competitive pricing is essential for attracting clients. You want to ensure your coaching services offer value to your clients while remaining affordable enough for your target market.

To strike the perfect balance, consider factors such as the value of your product or service, market trends, and competition when setting your prices. Make sure the cost of your coaching services is justified by the value provided to your clients.

A Note on Competition Analysis for 100k+ Coaches

When you are at the very top of your niche, you can command pricing at 100k+ for your coaching services, and it is important to understand that there is unlikely to be competition for you to research.  You’re ideally looking for 10-20 private clients per year at 100k+ in packages (sometimes in the millions per client), so it is not important for you to look to your market nor your “competitors” for market pricing potentiality.  Instead, focus on creating a completely new market at the most elite end of your niche where only you exist.  Learn more about how to do this at the 100k Offer System.

Group Coaching vs. One-on-One Coaching Pricing

Group coaching and one-on-one coaching have different pricing structures and offer varying benefits. This section will juxtapose the merits of group coaching pricing and one-on-one coaching pricing, facilitating a better understanding of the most suitable model for your coaching business.

Benefits of Group Coaching Pricing

Group coaching pricing offers a cost-effective solution for both the coach and the clients. It enables the coach to reach more people simultaneously while allowing clients to access coaching at a more affordable rate. Group coaching pricing is typically set at 30% of one-on-one coaching prices.

In addition to its cost-effectiveness, group coaching pricing also facilitates:

  • Collaboration and discussion between the coach and clients
  • Improved outcomes
  • An attractive option for clients who may not have the financial resources for individual coaching or would like to trial life coaching sessions before making a commitment.

Benefits of One-on-One Coaching Pricing

On the other hand, one-on-one coaching pricing allows for a more individualized approach, enabling the coach to focus solely on the client’s needs. This can lead to more successful outcomes, as the coach can customize their strategy to the client’s particular requirements.

While one-on-one coaching pricing may command higher rates due to the personalized attention provided, it can also be advantageous for those seeking to increase their income. Ultimately, the choice between group coaching and one-on-one coaching pricing depends on your coaching style and business goals.

A Note on Group vs Private Coaching for 100k+ Coaches

Most of the coaches achieving 100k+ for their services are coaching one to one or privately.  Many of the elite clients at this level demand a level of service that is discrete and also enables the coach to more quickly achieve an outcome on demand.

There are many example of a one to many coaching environment where 100k+ prices are desirable and achievable including retreats, VIP Clubs and elite Masterminds.  Learn more about how to do this at the 100k Offer System.

Online vs. In-Person Coaching Pricing

The format of your coaching sessions, whether online or in-person, can also impact your pricing structure. This section will contrast the benefits of online coaching pricing and in-person coaching pricing, aiding you in identifying the option that aligns best with your coaching business.

Online coaching offers the convenience of being able to work with clients from anywhere in the world, making it an attractive option for those looking to start an online coaching business.

Advantages of Online Coaching Pricing

Online coaching pricing offers numerous benefits, such as:

  • Flexibility in the timing and location of coaching sessions
  • The ability to work with clients from various locations
  • Eliminating the need for a physical office space, reducing overhead costs such as rent and utilities.

Online coaching pricing also enables easy scalability, allowing you to grow your profitable online coaching business by incorporating more clients without incurring additional overhead costs. This flexibility makes online coaching pricing an attractive option for many coaches looking to expand their business.

Advantages of In-Person Coaching Pricing

In-person coaching pricing, on the other hand, offers a more personal connection with clients and direct feedback and guidance from the coach. Although in-person coaching sessions are generally more expensive than online coaching sessions, the personalized interaction and hands-on experience can justify the higher rates.

In summary, both online and in-person coaching pricing have their unique advantages, and it’s up to you as a coach to decide which format aligns best with your coaching style and business goals.

Creating High-Value Coaching Packages

Designing high-value life coaching packages is crucial for attracting and retaining clients. This section will offer guidelines on recognizing client transformations and providing additional support, thereby assisting you in formulating a coaching package that radiates remarkable value.

Identifying Client Transformations

To create high-value coaching packages, it’s essential to identify the desired client transformations. By pinpointing the most impactful transformations, you can tailor your coaching services to help clients achieve their goals more effectively.

To gain insight into your clients’ transformations, provide them with an open platform to share their story. Focus on the feelings they experienced during the transformation, rather than solely on the superficial outcomes. This will enable a more thorough comprehension of the transformation’s impact and how it has altered their life.

Offering Additional Support and Resources

In addition to identifying client transformations, offering additional support and resources can greatly enhance the value of your coaching packages. This support can come in the form of email or text communication, access to online courses, or even follow-up coaching sessions.

By providing clients with the necessary resources to achieve their desired transformations, you can:

  • Increase the value of your coaching packages
  • Demonstrate your commitment to their success
  • Differentiate your coaching services from the competition
  • Attract more clients to your business

This added value can help you stand out and build a successful business coach practice through a coaching program, even if you’re not a life coach or one of the many life coaches out there.

A Note on Creating 100k Offer Coaching Packages

There is a vast difference between the sea of mainstream coaches and the ones achieving 100k offers for their coaching.  We call them the 100k Offer Coaches, who are working with the most elite clients and their pricing is a minimum of 100k per year for their services.

The inclusions in a 100k Offer coaching package are surprisingly small.  The elite clients you will be working with at this level demand effectiveness, efficiency and experiential transformations.  They are not concerned about the minor details like having access to your courses or worksheets.

To create your own 100k Offer packages as a coach, use the 100k Offer System 2.0 which is the proven system that hundreds of elite coaches are using to create 100k, 250k, and even million dollar packages as a coach.  Start here.

Listing Your Prices on Your Website: Pros and Cons

Another crucial decision you’ll need to make is whether or not to list your coaching prices on your website. There are pros and cons to displaying your rates online, and in this section, we’ll weigh the benefits and drawbacks to help you make an informed decision.

Benefits of Listing Prices

Listing your coaching prices on your website can be beneficial in pre-qualifying potential clients and saving time for both you and your clients. By displaying your rates online, potential clients can quickly assess whether your services are within their budget, streamlining the process for both parties.

Moreover, listing your prices online can help build trust and credibility with potential clients, as they can see that you are open about your rates and not trying to hide any costs.

Drawbacks of Listing Prices

On the flip side, not listing your coaching prices on your website can encourage conversations about the value of your services, potentially attracting a wider range of clients. However, the primary disadvantage of not advertising coaching rates is that prospective clients may not recognize the worth of your services.

Ultimately, the decision to list your coaching prices on your website depends on your specific coaching business and target audience. It’s essential to weigh the pros and cons and choose the option that aligns best with your business goals.

Adjusting Your Coaching Prices Over Time

Adjusting your coaching prices over time is essential for staying competitive and maximizing revenue. This section will offer insights on tracking market trends and assessing client feedback, facilitating well-informed pricing decisions to keep your coaching business flourishing.

Monitoring Market Trends and Competitors

Keeping up-to-date with market trends and competitors’ prices is crucial for ensuring your coaching rates remain competitive. Research competitors in your niche and analyze their pricing structures to establish a baseline for your coaching rates. Utilize tools such as Google Alerts to track changes in the industry.

By staying informed about industry changes and competitor pricing, you can adjust your rates accordingly and maintain a competitive edge in the coaching market.

Evaluating Client Feedback and Results

Client feedback and results are invaluable resources for informing your pricing decisions. By evaluating client feedback, you can pinpoint areas for improvement and modify your pricing accordingly.

Incorporating client insights into your pricing strategy can help ensure your services are satisfying the needs of your clients and providing value. By regularly adjusting your coaching prices based on market trends and client feedback, you can keep your coaching business competitive and maximize profits.

A Note on Adjusting to 100k Offer Coaching Packages

If you already have a proven offer as a coach that you have been selling successfully and you have a body of social proof (clients that you have got transformational outcomes for), then you have the ability to adjust your offers to 100k Offer coaching packages with the right strategy, positioning and marketing.  Many of the coaches selling 100k Offer packages started out selling $2000 or high ticket $8000 packages, and were able to move from this up to $20k, $50k, $100k and even to millions of dollars per offer a coach.  Learn more about the 100k Offer System here.


In conclusion, finding the right pricing strategy for your coaching business is crucial for success. By exploring various pricing strategies, determining your ideal coaching rates, and adjusting them over time, you can maximize revenue while providing value to your clients. Remember, the key to a successful coaching business lies in balancing value and affordability to attract and retain clients. Embrace the journey and watch your coaching business thrive!

Pricing for 100k Offers

For a small percentage of coaches, there is an opportunity to price offers at the 100k+ range.  You need to be extremely good at what you do, be willing to position yourself at the very top of your niche and then market effectively to clients who have the resources to invest at this level.  If this sounds like something you would love to do with your business, the best place to start is the 100K Offer System which is the proven system that allows coaches to transform their proven offers way beyond high ticket into the realm of $100k Offers+.  Learn more about the 100k Offer System at the 100k Offer System Masterclass which takes you through the system in detail here.

Frequently Asked Questions

How much should I charge as a coach?

Most executive coaches charge around $350 per hour, and rates can range from as little as $50 to as much as $3000. Many experienced coaches charge anywhere from $100 to $200 per session or offer package deals at $1200 to $2400 per bundle.  Elite coaches can sell offers at 100k+ per client. Learn more about the 100k Offer System at the 100k Offer System Masterclass which takes you through the system in detail here.

How much should a coaching package cost?

A coaching package should cost anywhere from $500 – $1500 per month, depending on the type of coaching and incentives offered.  For a premium coach, this can be $8k+ per month including equity or incentive bonuses.  

How can I determine the best pricing strategy for my coaching services?

Compare your coaching niche and expertise to your target audience, and consider hourly, retainer, or package pricing strategies in order to determine the best fit for your business.  If you are exceptional at what you do and you know you are undercharging at these rates, consider becoming a 100k Offer Coach where you are achieving 100k as a baseline for your coaching services.  Learn more about becoming a premium coach here.


Want the evidence? You’ve got it! Watch our latest 100k Offers Masterclass to show you how to create 100k+ offers and sell them, even in a challenging economic climate.

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100K OFFERS...


Want the evidence? You’ve got it! Watch our latest 100k Offers Masterclass to show you how to create 100k+ offers and sell them, even in a challenging economic climate.


Want to get started on your 100k Offers right away? The 100k Offer System 2.0 is the practical step by step guide to creating, launching, selling and marketing your 100k Offers.