# How much to charge for a workout program or online coaching

Source: https://dual.fit/learn/how-much-to-charge-for-a-workout-program
Checked: 2026-11-10
Publisher: DUAL (https://dual.fit)

**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.

**Key numbers**
- A$59 | is the typical price of a standalone program under A$200, about US$39[^dual]
- A$304 | is the typical listed price to start one-to-one coaching[^dual]
- 1 in 6 | coaches who offer coaching show the price[^dual]
  :::

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.[^dual] 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.

**Typical price of a one-off program, by share of creators**
125 creators: 15, 30, 22, 19 and 39 in each band, top to bottom.[^dual]

- Under A$30 = 12
- A$30 to A$60 = 24
- A$60 to A$100 = 18
- A$100 to A$200 = 15
- A$200 and over = 31
  :::

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.

**The limits of this data**
It is a sample of creators we found through Instagram, not a random sample of all coaches. Most prices were listed in US dollars and converted to Australian dollars on the day, at about A$1.52 to the US dollar. Offers were classified by software and not checked by hand. Use it as a map of the range, not as a rule.

## 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 Statistics[^bls]                             |
| Freelance personal training session, UK            | £20 to £60                                       | Prospects, a UK graduate careers service[^prospects]            |
| In-person session, US                              | US$50 to US$90                                   | A consumer marketplace's own data, with no stated method[^bark] |

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.

1. **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.
2. **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.
3. **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.
4. **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.[^nine] People read A$49 as clearly cheaper than A$50, because the first digit changes.[^leftdigit] And the first number a buyer sees shapes what they will pay, which is one reason to list a coaching price beside a program.[^anchor] 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**

- You know how many hours each sale costs you
- The price sits somewhere you can justify within the range for what you sell
- The page says exactly what the buyer gets for it
- The price is visible without messaging you
- You have checked what the selling platform and payment processing take from it
- Your refund terms are written next to the price
- You have decided when you will review it
  :::

## FAQ

### How much should I charge for a 12-week workout program?

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.

### Is $300 a month a lot for an online personal trainer?

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.

### Should I charge less because I am new?

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.

### Should I show my coaching price publicly?

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

[^dual]: 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](https://dual.fit/learn/how-much-to-charge-for-a-workout-program).

[^bls]: US Bureau of Labor Statistics. [Occupational Outlook Handbook: fitness trainers and instructors](https://www.bls.gov/ooh/personal-care-and-service/fitness-trainers-and-instructors.htm). Read November 2026.

[^prospects]: Prospects. [Job profile: personal trainer](https://www.prospects.ac.uk/job-profiles/personal-trainer). December 2025.

[^bark]: Bark. [Personal trainer cost](https://www.bark.com/en/us/personal-trainer/personal-trainer-cost). January 2026.

[^nine]: Anderson E, Simester D. [Effects of $9 price endings on retail sales: evidence from field experiments](https://econpapers.repec.org/RePEc:kap:qmktec:v:1:y:2003:i:1:p:93-110). Quantitative Marketing and Economics, 2003.

[^leftdigit]: Thomas M, Morwitz V. [Penny wise and pound foolish: the left-digit effect in price cognition](https://econpapers.repec.org/RePEc:oup:jconrs:v:32:y:2005:i:1:p:54-64). Journal of Consumer Research, 2005.

[^anchor]: Ariely D, Loewenstein G, Prelec D. ["Coherent arbitrariness": stable demand curves without stable preferences](https://ideas.repec.org/a/oup/qjecon/v118y2003i1p73-106..html). Quarterly Journal of Economics, 2003.