Pricing your coaching services is one of the most uncomfortable decisions you'll make as a coach. Charge too little and you'll burn out serving clients who don't value your time. Charge too much without the positioning to back it up and you'll hear crickets.

The difference between coaches who struggle financially and those who build thriving practices often comes down to how they structure and communicate their pricing. This guide walks you through average coaching rates by niche, the factors that determine what you can charge, and how to build packages that reflect your value—plus a free calculator to find your baseline rate.

Free coaching pricing calculator

Coaching pricing involves packages—single sessions, monthly retainers, and high-touch transformation programs—with rates ranging from $75 per session to $30,000+ for premium packages. The wide range depends on your experience, your niche (life, business, fitness, career), and the outcome you help clients achieve. Calculators help you price based on time, expertise, expenses, and income goals.

Use the calculator below to estimate your baseline rate. Enter your desired annual income, the number of clients you want to work with, and your available hours. The calculator will show you what to charge per session or per package to reach your target.

This calculator gives you a starting point. Your actual pricing will depend on your market, your niche, and the level of support you offer between sessions.

How much do coaches charge on average

Coaching rates vary based on specialty, experience, and format. Here's what coaches typically charge across different niches:

New coaches often start at the lower end of each range, while coaches with 10+ years of experience and proven results charge at the higher end or above.

Life coaching fees

Life coaches work with clients on personal goals like confidence, relationships, productivity, and life transitions. Rates typically fall between $75 and $200 per session, with monthly packages ranging from $500 to $1,000.

Specialization matters here. A life coach focused on divorce recovery or executive burnout can often charge more than a generalist because the problem is more specific and the client's motivation to solve it is higher.

Business and executive coaching rates

Business and executive coaches command higher fees, often $200 to $500 per session or $1,000 to $3,000+ per month. Corporate clients have larger budgets, and the return on investment is easier to measure in dollars.

Leadership development, team coaching, and strategic planning fall into this category. If you're helping a founder scale their company or an executive navigate a promotion, the value of that outcome justifies higher rates.

Health and wellness coaching rates

Health and wellness coaches, including fitness coaches, nutrition coaches, and holistic wellness practitioners, typically charge $75 to $150 per session. Monthly packages range from $400 to $800.

Certifications carry more weight in this niche. A coach with a registered dietitian credential or certified personal trainer certification can often justify higher rates than someone without formal training in health or fitness.

Career coaching rates

Career coaches help clients with job searches, career transitions, interview preparation, and salary negotiation. Rates typically range from $100 to $250 per session, with monthly packages between $500 and $1,200.

Urgency plays a big role here. A client who just lost their job or is preparing for a high-stakes interview is often willing to pay more for fast, focused support.

What determines your coaching rates

Knowing what others charge is helpful, but your rates depend on factors unique to you. Five variables matter most.

Your experience and credentials

Years of coaching experience, certifications, and specialized training all affect your perceived value. A coach with 10 years of experience and an ICF credential can typically charge more than someone just starting out.

That said, credentials are not everything. If you've achieved what your clients want to achieve, even without formal training, that lived experience carries weight.

The transformation you deliver

Value-based pricing focuses on the outcome, not the hours spent. The bigger the transformation, the higher you can charge.

Consider what your clients gain:

• Financial transformation: Clients who earn more, save more, or grow their business
• Career transformation: Promotions, job offers, successful pivots
• Personal transformation: Improved confidence, better relationships, reduced stress

A coach who helps clients land $20,000 raises can charge more than one offering general "life improvement."

Your target client and market

Your ideal client's budget matters. A solopreneur bootstrapping their first business has different price tolerance than a senior executive with a corporate development budget.

Geographic location and market saturation also play a role. Coaches in major metropolitan areas or serving international corporate clients often charge more than coaches in smaller markets.

Level of support and access you provide

More access equals higher rates. The level of support you offer between sessions significantly affects what you can charge.

• Session-only access: Clients interact with you only during scheduled calls
• Messaging support: Ongoing text, email, or Voxer support between sessions
• Full VIP access: Unlimited support, priority scheduling, additional resources

A coach offering daily Voxer access and weekly check-ins can charge substantially more than one offering biweekly calls with no between-session support.

Your availability and capacity

Scarcity increases value. If you only have five client spots available or open enrollment once per quarter, your time becomes more valuable.

Limited availability also protects your energy and ensures you can deliver high-quality coaching to every client.

How to structure your coaching packages

How you package your services affects both your income and your clients' results. Different models work for different coaching styles.

Per session pricing

Per-session pricing means clients pay for each individual session, typically $75 to $300 depending on your niche and experience. This model works well for drop-in clients or diagnostic sessions.

The downside? Income becomes unpredictable, and clients may not commit long enough to see real results.

Monthly coaching packages

Monthly packages include a set number of sessions per month, usually two to four, plus some level of between-session support. Prices typically range from $500 to $2,000 per month.

This model creates predictable income and encourages client commitment. It's popular among life coaches, wellness coaches, and business coaches who want ongoing relationships.

Program-based pricing

Program pricing bundles everything—sessions, resources, and support—into a fixed-price transformation over a set timeframe. Think "12-week leadership accelerator" or "90-day career pivot program."

This model focuses on outcomes rather than time spent. Prices range from $1,500 for newer coaches to $10,000+ for established coaches with proven results.

Retainer and VIP packages

Retainer and VIP packages offer maximum access and support for clients who want premium service. Retainer packages might include unlimited calls, priority scheduling, and on-demand messaging.

Retainer and VIP packages command the highest rates, often $3,000 to $10,000+ per month, and attract highly committed clients.

Group coaching pricing

Group coaching allows you to serve more clients at a lower per-person rate while increasing overall revenue. A group program priced at $500 per person with 10 participants generates $5,000, more than most one-on-one packages.

The tradeoff is less individual attention. Finding the right balance between group size and personalized support is key.

How to justify your coaching rates as a new coach

New coaches often undercharge because they feel they lack credentials or experience. Here's how to build confidence in your pricing from day one.

Focus on the transformation, not your resume. Clients pay for results, not certifications. If you can help someone achieve their goal, that's what matters.

Create a signature framework or methodology. Even new coaches can develop a unique approach that differentiates them from competitors.

Start with beta clients at reduced rates. Offer your first few clients a discount in exchange for testimonials and feedback. Their results become your proof.

Invest in your own professional development. Certifications and training add credibility and give you confidence to charge what you're worth.

Building authority through consistent content also helps justify premium rates. Coaches who show up regularly on social media attract clients who already trust them. Tools like quso.ai help coaches repurpose webinars and training sessions into social content without spending hours on marketing.

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When and how to raise your coaching rates

Raising rates is a normal part of business growth. The question is when and how to do it.

Signs you are ready to raise your prices

• Your calendar is consistently full
• You have a waitlist of prospective clients
• Your testimonials and case studies demonstrate strong results
• You've invested in additional training or certifications
• You feel resentment or burnout at your current rate

If two or more of the signs above apply, it's time to raise your prices.

How to communicate rate increases

Give advance notice. Inform current clients before the increase takes effect. Thirty to 60 days is standard.

Consider grandfathering existing clients. Honoring old rates for a transition period maintains goodwill.

Lead with value. Explain any new offerings or improvements that justify the increase.

Be confident and direct. Avoid apologizing or over-explaining. A simple "My rates are increasing to $X starting [date]" is sufficient.

Is coaching worth the investment for clients

Understanding how clients perceive value helps you communicate your pricing with confidence.

Coaching is an investment, not an expense. Clients invest in themselves to achieve faster, better results than they could alone. Frame your pricing accordingly.

• Share client success stories: Testimonials and case studies build trust
• Offer discovery calls: Let prospects experience your coaching style before committing
• Address objections directly: Price resistance often signals a need for more clarity on outcomes

When clients understand the return on investment, whether that's a promotion, a healthier lifestyle, or a thriving business, price becomes less of a barrier.

How to scale your coaching income beyond hourly rates

Trading time for money limits your income potential. Here are three ways to scale without adding more hours.

Add digital content to your packages

Create supplementary content like workbooks, video trainings, and templates that add value without requiring live time. Digital resources enhance your packages and justify higher prices.

Tools like quso.ai allow coaches to repurpose coaching session recordings into short-form content, blog posts, and social clips, creating additional value from work you're already doing.

Launch group coaching programs

Group programs multiply your impact. Serve 10 clients in the same amount of time it takes to serve one, at a lower per-person rate that still increases your overall revenue.

A typical structure includes live group calls, community access, and shared resources.

Build authority through content marketing

Consistent content builds trust and attracts inbound leads, reducing reliance on cold outreach. Coaches who repurpose webinars, workshops, and educational videos into social media content stay visible without constant effort.

Get Started Free and start turning your coaching content into clips, captions, and posts in minutes.

Set your coaching rates and start growing your business

Pricing your coaching services comes down to four things: understanding your baseline costs, choosing a package structure that fits your style, pricing based on value rather than time, and raising rates as demand grows.

Use the calculator above to find your starting point. Then refine based on your niche, your clients, and the transformation you deliver.

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