How to Get Your Coaching Pricing Right

Coaching pricing can vary widely depending on the coach’s expertise, coaching format, and location. The global average hourly rate for coaching is $257. Coaches may also provide additional value to clients by offering package rates, retainer fees, or value-based pricing.

Coaching has grown in popularity in recent years, with many people turning to coaches to help them achieve their personal and professional goals. Coaches, like any other profession, must consider how to price their services in order to be fairly compensated for their time and expertise. In this article, we will look at the various factors that coaches should take into account when determining their prices. 

Types of Coaching

To begin, it is critical to comprehend the various types of coaching. Coaching encompasses a wide range of disciplines, including life coaching, career coaching, executive coaching, health coaching, and others. Each of these areas may necessitate a unique set of skills and expertise, and thus may be priced differently. 

Life coaching, for example, is concerned with assisting individuals in achieving personal goals and improving their overall quality of life. This type of coaching may be more expensive than executive coaching, which is aimed at helping individuals in positions of leadership improve their skills and effectiveness in the workplace. 

Some coaches may also specialise in a specific niche, such as coaching for entrepreneurs, writers, or artists. These coaches may have a better understanding of the specific challenges that people in these niches face, allowing them to charge higher fees for their specialised knowledge. 

Coaching Format 

Coaching can also be delivered in a variety of formats, which affects pricing. One-on-one coaching, in which the coach works with a client one-on-one, is frequently the most expensive format. Group coaching, in which the coach works with a group of clients at the same time, is usually less expensive because the coach’s time is divided among several people. 

Self-paced programmes, online courses, and workshops are examples of other coaching formats.

Level of Experience

Another factor that can influence coaching pricing is the coach’s level of experience. Coaches with more experience and a proven track record of success may be able to charge more than those who are just getting started. This is due to the fact that experienced coaches have built a reputation for delivering results, and clients may be willing to pay more for their expertise. 

Coaches who are just starting out, on the other hand, may need to price their services lower in order to build a client base and establish themselves in the industry. This can be a difficult balance to achieve, as coaches must ensure that they charge enough to make a living while also competing with other coaches in their area. 


The location of the coach can also have an impact on coaching pricing. Coaches in major cities or high-cost-of-living areas may need to charge more to cover their expenses, whereas coaches in smaller towns or rural areas may be able to charge less. 

Coaches who work with clients online may have more pricing flexibility because they are not bound by geography. 

Value Proposition

Finally, the value that the coach provides to their clients is the most important factor in pricing coaching services. Coaches must be able to clearly articulate the benefits that their clients will receive from working with them, as well as demonstrate their expertise in their specific niche or area of coaching. 

Clients are often willing to pay more for results-oriented coaches, and coaches who can demonstrate a clear return on investment for their clients may be able to charge higher fees. This could include providing case studies or testimonials from happy clients, or offering a money-back guarantee if clients are unhappy with the results of their coaching. 

Pricing Strategies

Coaches can set their prices using a variety of different pricing strategies. The following are the most common pricing strategies:

Hourly Rates

This is the simplest pricing strategy, in which coaches charge a fixed hourly rate for their services. Hourly rates are frequently used for one-on-one coaching, and they can vary depending on the coach’s experience and the type of coaching provided.

Life Coaching Packages

Package rates entail charging a set fee for a set number of coaching sessions. This can be a more appealing pricing option for clients because it gives them a set price for a set period of coaching. Coaches may also provide discounts to clients who pre-purchase multiple packages. 

Retainer Rates

Coaches may also charge retainer fees, in which clients pay a monthly fee for ongoing coaching services. Clients who require ongoing support and guidance, such as executive coaching clients, may benefit from this option. 

Value-Based Pricing

Value-based pricing entails charging a fee based on the value provided by the coach to the client. This pricing strategy can be more difficult to implement because it requires the coach to clearly articulate the benefits that clients will receive from working with them. 

Add-On Services

Coaches may also offer add-on services, such as assessments or personalised plans, which can be priced separately in addition to these pricing strategies. Coaches may also offer referral bonuses or discounts to clients who commit to a longer period of coaching. 

Deciding How to Price Your Coaching Services

Coaches should consider the following factors when determining their prices: 

  • The value they provide to customers 
  • The type of coaching they provide 
  • The coaching format they are using 
  • Their level of expertise and experience 
  • Their current location 
  • Their market’s competition 

Coaches should also be aware of industry standards and make certain that their prices are competitive with those of other coaches in their market. This can include looking into the prices of other coaches in their area or in their specific niche. 

How to put together a coaching package 

Creating a coaching package can help coaches offer their services to clients in a clear and organised manner, while also providing value and incentivizing clients to commit to a longer coaching engagement. Here are some steps to take when creating a coaching package: 

  • Set Your Goals: The first step in creating a coaching package is determining your coaching engagement goals. Consider what you want to achieve with your client, the outcomes you want to see, and the number of sessions you believe will be required to achieve those outcomes. 
  • Establish Your Coaching Services: After you’ve determined your goals, specify the coaching services you’ll provide. Will you offer one-on-one coaching, group coaching, online coaching, or a combination of these options? Will you provide any extra resources, such as worksheets, checklists, or assessments? 
  • Set Your Own Price: Set your coaching package pricing next. Consider how many sessions you will offer, how long each session will be, and how much value you will provide to the client. Make sure to set fair and competitive prices based on industry standards, your level of experience, and the value you provide to clients. 
  • Make a Clear Outline: After you’ve decided on your coaching services and pricing, make a clear outline of your coaching package. Include information like the number of sessions, the length of each session, the specific coaching services that will be provided, any additional resources or materials that will be included, and the package price. 
  • Communicate the Value: When presenting your coaching package to potential clients, make sure to clearly communicate the package’s value. Highlight the specific outcomes that clients can expect and how your coaching services will assist them in achieving them. This can encourage clients to commit to the coaching engagement. 
  • T&Cs: Make your coaching package’s terms and conditions clear. Include any cancellation policies, payment terms or deadlines, and any additional requirements or expectations. This can help to ensure that you and your client are on the same page and that the coaching session goes smoothly.

Advantages Of Offering Your Coaching Services Online

Technological advancements have made it easier than ever for coaches to connect with clients from all over the world and build a profitable online coaching business. There are several advantages to providing coaching services online, including: 

  • Increased Reach: Coaches who provide their services online can reach clients from all over the world. This can significantly increase their client base and allow them to work with clients who they would not have otherwise been able to reach. 
  • Online coaching provides greater flexibility for both the coach and the client. Coaches can work from any location with an internet connection, and clients can schedule coaching sessions around their hectic schedules. 
  • Cost-Effective: Because coaches do not have to rent office space or travel to meet with clients, offering coaching services online can be more cost-effective. This can also lead to lower client fees, making coaching services more affordable to a wider range of people. 
  • Increased Comfort: Working with a coach online may make many clients feel more at ease because it eliminates the need for face-to-face meetings, which can be intimidating for some people. 
  • More Options: Offering coaching services online gives coaches more options. They can provide coaching services such as group coaching or self-paced programmes that are not available in a traditional coaching setting. 
  • Improved Tracking: Online coaching can also help coaches better track and monitor their clients’ progress. This can be accomplished with the help of online tools like progress tracking software, which can assist coaches in better understanding their clients’ needs and adjusting their coaching accordingly.

Closing Remarks On Crafting Your Coaching Pricing Strategy

Coaching prices are a complicated issue, and coaches should carefully consider a variety of factors when determining their prices. Coaches should be able to clearly articulate the value they provide to clients and demonstrate their expertise in their specific niche. 

There are several different pricing strategies that coaches can use, including hourly rates, package rates, retainer fees, and value-based pricing. Coaches should also consider their level of experience, location, and market competition when determining their prices. 

Finally, the key to successful coaching pricing is to strike a balance between charging a reasonable fee for services and providing clients with the value they require to achieve their objectives.


Q: What is the average price for coaching?

A: The average life coaching fees vary depending on a variety of factors, including the coach’s level of experience, the type of coaching provided, the format of coaching, and the coach’s location. 

According to the International Coach Federation (ICF) 2020 survey, the average hourly rate for professional coaching worldwide is $257 USD. However, it is important to note that this is an average and that actual rates can range from $50 to $1000 or more per hour. 

Package rates, retainer fees, or value-based pricing may also be offered by coaches, resulting in a lower average cost per session or per package. Coaches may also provide discounts to clients who purchase multiple packages in advance or commit to a longer period of coaching. 

Q: How much should I charge for a coaching session?

A: The cost of coaching sessions is determined by several factors, including your level of experience, the type of coaching you provide, the value you provide to clients, and the market you are targeting. It is critical to set fair and competitive prices based on industry standards, the value you provide to clients, and your level of experience. 

Q: How much should I charge for 1 on 1 coaching?

A: According to a 2020 survey conducted by the International Coach Federation (ICF), the average hourly rate for one-on-one coaching is $257. Actual pricing, however, will vary depending on factors such as your location, level of expertise, and the market you are targeting. Many coaches also provide package rates or value-based pricing, resulting in a lower average cost per session or per package. 

Q: How are coaching fees calculated?

A: Coaching fees are typically determined by the coach’s level of expertise, the duration of the coaching engagement, and the value provided to the client. For clients who commit to longer-term coaching engagements, many coaches offer package rates or retainer fees. Other coaches may provide value-based pricing, in which the fees are based on the value of the outcomes that the client will receive as a result of the coaching engagement. 

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