How to price a 12-week coaching programme

Pricing is the single decision that has the biggest effect on your year — bigger than which gym you work in, bigger than which app you use, bigger than how often you post. And almost every coach I work with sets it the same way: they look at what the trainer next to them charges, take £5 off, and call it a day. There is a better way, and it takes about an hour.

Start from your annual income target

Decide what you want to earn in the next 12 months — not what's modest, what you actually need. Subtract realistic costs (insurance, CPD, software, rent, tax). Divide by the number of programme slots you can comfortably run at a time. That gives you the revenue per client per programme. Everything else is just packaging that number so it sells.

Anchor with three tiers, sell the middle

Don't show one price. Show three. A self-paced tier (programme + group support), the signature tier (programme + weekly 1:1 check-in + one in-person/month), and a premium tier (everything in signature + unlimited messaging + bi-weekly in-person). The signature tier is the one most people pick — but it only feels reasonable because there's something cheaper below it and something more expensive above it.

• Self-paced tier: typically 35–45% of signature price.
• Signature tier: this is your actual target price — set the others around it.
• Premium tier: typically 1.6–2× signature price.
• Always show monthly equivalent and total — clients comparison-shop both.
• Review pricing every 6 months. Raise prices on new clients first, never mid-programme.

Real UK price ranges

From the verified pros on REPs in 2026, a 12-week signature programme typically lands between £600 and £1,800 depending on city, format (online, hybrid, in-person), and specialism. Online-only signature programmes from experienced coaches cluster around £900–£1,200. Hybrid sits at £1,200–£1,800. In-person 2× per week for 12 weeks usually exceeds £2,000. If you're at the bottom of that band with five years' experience and a full client list, you're underpriced.

What to do if no one's buying

If enquiries dry up after you raise prices, the problem is almost never the number — it's the offer. Tighten the specialism (one outcome, one population), strengthen the proof on your profile (three named outcomes with first names and weeks-to-result), and move every enquiry to a consultation. If those three are in place and people still aren't buying, then revisit price — but in that order.

"Set the price you need to earn what you said you wanted. Then make the offer worth it."