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How much to charge for a workout program or online coaching
General information, not financial advice. Prices are in Australian dollars unless marked and were read on the dates shown.
The short answer
A standalone program from a fitness creator typically costs about A$60 (about US$39). Leaving out products above A$200, which are often coaching packages, half sit between A$38 and A$86. One-to-one coaching, where a price is shown at all, typically starts around A$300 (about US$200). These are listed prices from public creator storefronts read in October 2026. Price by what the buyer gets and how much of your time each sale takes.
A$59
is the typical price of a standalone program under A$200, about US$391
A$304
is the typical listed price to start one-to-one coaching1
1 in 6
coaches who offer coaching show the price1
This is the question coaches ask most, and the one with the least published data. Published figures cover what trainers earn and what an in-person session costs. We found no credible published source for the price of a written program or a month of online coaching. So we counted.
What do creators actually charge?
On 22 and 23 October 2026 we read the public link-in-bio storefronts of 1,598 fitness creators. Of those, 503 had an offer we could identify, and a smaller number showed a price.1 Each creator is counted once, by their typical price, so a creator with forty products does not outweigh a creator with one.
These are the prices creators list. We cannot see which of them sell.
One-off programs
125 creators showed a price for at least one program.
- Under A$3012%
- A$30 to A$6024%
- A$60 to A$10018%
- A$100 to A$20015%
- A$200 and over31%
125 creators: 15, 30, 22, 19 and 39 in each band, top to bottom.1
The top band needs a caution. Offers were sorted by software, and many products priced above A$200 are likely to be coaching packages or long courses labelled as programs. So the figure to use comes from the 86 creators under A$200: a median of A$59, with half of them between A$38 and A$86. Across all 125 the median was A$82.
One-to-one coaching
341 creators offered one-to-one coaching. Only 58 of them, about one in six, showed a price. The rest asked people to apply or enquire.
| Typical coaching price | Creators |
|---|---|
| Under A$100 | 13 |
| A$100 to A$200 | 8 |
| A$200 to A$400 | 16 |
| A$400 and over | 21 |
The median was A$304, and the middle half sat between A$147 and A$608. These listings mix monthly fees with multi-week packages, so read the figure as "what a coaching offer costs to start", not as a monthly rate. In US dollars it is about US$200.
Subscriptions and memberships
88 creators showed a recurring price. The median of each creator's lowest tier was A$47, and the middle half sat between A$23 and A$78. Billing periods were mixed, monthly with some quarterly and annual, so this is the roughest of the three.
How does that compare with in-person training?
Published figures cover in-person work and wages, and they give a useful floor.
| Figure | Amount | Source |
|---|---|---|
| Median pay for US fitness trainers and instructors | US$47,160 a year, or US$22.67 an hour (May 2025) | US Bureau of Labor Statistics2 |
| Freelance personal training session, UK | £20 to £60 | Prospects, a UK graduate careers service3 |
| In-person session, US | US$50 to US$90 | A consumer marketplace's own data, with no stated method4 |
A standalone program at A$60 costs about the same as one in-person session. That is the comparison your buyer is making, whether or not they say so.
How do you set your own price?
Start from what each sale costs you, not from what feels polite.
| What you sell | Your time per buyer | What the price reflects |
|---|---|---|
| A program anyone can buy | Close to none after it is made | The result, the quality of the program and how easy it is to follow |
| A subscription | A steady stream of new training | How often something new arrives and whether people use it |
| One-to-one coaching | Hours every month | Your time, your attention and your experience |
Then work through four steps.
- Find your floor. For coaching, multiply the hours each client takes in a month by the hourly rate you need. For a program, the floor is low, which is why the range is so wide.
- Find your place in the range. A first program from a coach with a small audience usually belongs in the lower bands of the chart above. A specialist program with a clear result can sit higher.
- Pick a number and publish it. A plain, visible price beats "message me for details" for a program. Most coaches hide their coaching price because they want a conversation first. A "from" price keeps the conversation and saves both of you a call that was never going to work.
- Change it at the next launch, not in the middle of one. Raise the price when buyers finish the program and tell you it worked.
Does the number itself matter?
A little. In three field experiments with a mail-order retailer, a price ending in 9 raised demand each time.5 People read A$49 as clearly cheaper than A$50, because the first digit changes.6 And the first number a buyer sees shapes what they will pay, which is one reason to list a coaching price beside a program.7 None of this was tested on fitness products, so use it to break a tie, not to set the price.
Before you publish a price
How DUAL handles pricing
On DUAL you set your own price for each program, and you can offer a subscription beside it. It is free to join with no monthly fee. DUAL takes 10% of a one-off sale and 15% of a subscription, each a share of the price you set, falling to 5% on sales past A$2,000 in a calendar month. A sale made inside the iPhone app also carries Apple's commission, and a sale through your own link does not. The full detail is on the homepage.
See how DUAL worksQuestions people ask
Among the programs under A$200 in our sample, half were listed between about A$38 and A$86, and length was only one factor. A 12-week program with demos, progression and a clear result can sit at the top of that range or above it. A 12-week PDF with no support usually cannot.
It is not unusual. Among coaches who publish a price, the typical figure was about A$304 (about US$200), with half between A$147 and A$608. Those listings mix monthly fees with multi-week packages, so we cannot call it a monthly rate. At that level buyers expect regular contact and a plan adjusted to them.
Charge less than an established specialist, not less than the work is worth. A lower price is a reasonable way to get your first buyers and their feedback. A price close to zero attracts people who do not start.
For a program, yes. For coaching, most coaches do not, because they want a conversation first. Showing a "from" price filters out people it does not suit and saves both of you a call.
Sources
Every source was read and checked on 10 November 2026. Spotted something out of date? Tell us.
- DUAL. What 1,598 fitness creators sell and what they charge: public link-in-bio storefronts read on 22 and 23 October 2026. First published on this page.
- US Bureau of Labor Statistics. Occupational Outlook Handbook: fitness trainers and instructors. Read November 2026.
- Prospects. Job profile: personal trainer. December 2025.
- Bark. Personal trainer cost. January 2026.
- Anderson E, Simester D. Effects of $9 price endings on retail sales: evidence from field experiments. Quantitative Marketing and Economics, 2003.
- Thomas M, Morwitz V. Penny wise and pound foolish: the left-digit effect in price cognition. Journal of Consumer Research, 2005.
- Ariely D, Loewenstein G, Prelec D. "Coherent arbitrariness": stable demand curves without stable preferences. Quarterly Journal of Economics, 2003.