The Fitness Professional #6: How much should I charge
Independent trainers! How much money should you charge? This is actually a tough question. You have to keep a few things in mind:
What is the market rate in your area?
Are you traveling to the client?
Do you offer discounts for buying larger packages?
Are you going for sales maximization, or for price maximization?
That’s enough to unpack for today. Let’s start with market rate. This is usually determined by the bigger chains in your area. Do your research. Talk to trainers who work there (assuming you didn't before). Usually rates are determined based on experience (a more experienced trainer being more valuable than a newbie). Find your experience level- that’s your starting point.
but… I’ve seen many gyms give their trainers a “raise” by raising their rate and then paying them a little bit more. 90% of these trainers eventually price themselves out of business. They make a little more per hour, but lose clients who think ‘I could work out three times a week with a new trainer, or twice with this guy. Why is my guy that much more expensive?”
Or they’re saying ‘I’m getting the same workouts but I’m paying more money.'
Are you capably demonstrating your additional value? Over other trainers? Over yourself? Tread lightly when increasing prices.
Trade off
As your rate goes up you’ll probably render fewer sessions. Are you ok with that? When 2 or 3 clients get sick or travel are you ok with working way fewer hours?
Or do you want to offer a market, or slightly below market rate so you can attract more clients, render more sessions and never worry when 2 or 3 get hurt, travel or get swamped at work. Charging less leads to more sales, but the sales are smaller and you’re working more hours.
I know a guy who charges $130 and works 12-15 a week ($1500-$2000 a week). I also know people who work 30 hours at around $100 per ($3000/week). If Mr 130 has a slow week he’s making $1000-$1300. If Mr 100 has a slow week he’s making $2300.
Other Factors
Now factor in your travel. If your market rate is $100/session and you have to drive 20 minutes out of your way (that’s 40 mins both way) you should factor that into the sale.
Hypothetically
So let’s go with $100 per session hypothetical (it’s a nice round number). You want to have 3 offers. A one off session (most expensive) for people who are not serious or dedicated to training with you. A 10 pack session (middle of the road) offer for the person who doesn’t want to train year round, but has a wedding or a high school reunion coming up and wants to make sure they’re looking good, and then a 20 pack (least expensive) for the dedicated client. Reward loyalty. Give the loyal client what seems like a deal. Example:
1 session: $130
10 sessions: $115 per ($1150)
20 sessions $100 per ($2000)
Most semi-dedicated clients are going for the 20 bc they’re saving so much money. What the hell? What’s 10 more. This gives you more time to prove your value and more time to get results.
How many
I don’t recommend selling more than 20. You want clients to keep buying so you can pay your bills. 30 packs and above are great when renewal time comes, but I like to have somewhat consistent cash flow every 8 to 10 weeks. The great trainers I work with train their clients 6.5 to 7 times per month. Do you want to get paid every 2.5-3 months or every 4+?
Don’t post your rates
Lastly don’t post your rates. People will go to your website, look over your rates, and then move on. Have them inquire as to what your rates are so you can sell them on any sales, or promotions you may decide to run. Let’s say your regular 20 pack is $2000. Someone writes you and asks what you charge. This gives you the freedom to say “Normally I charge $2200 for 20, but because I sense you’re a serious client I’ll chop it down to $2000. Sound good?”
It’s also possible to reward long term clients by keeping their rate consistent over the years. If they’ve been ride or die with you for 10 years and you charge them $90 instead of $100 that works; but new clients may get pissed if they learn they’re paying more.
Don’t negotiate
You can go into a sales email with a plan to offer a rate cut (see above) but if a client asks for one that’s a red flag. They’re not going to be a great client. Learn to say no to head case clients and move on. It will save you a lot of time and aggravation.
