Pricing is one of the areas most new personal trainers get wrong — often by charging too little. Here is how to set rates that are fair, sustainable, and reflect your value.

Research your local market

Look at what other PTs in your area charge. Use directory listings, social media, and local gym boards. Aim to understand the range in your market — not just to match it, but to position yourself within it intentionally.

Account for all your costs

Your price per session needs to cover more than your time. Factor in gym fees, insurance, CPD courses, equipment, travel, and any marketing costs. A common mistake is pricing per hour without including preparation, admin, and travel time.

Charge for your specialism

If you have a sought-after specialism — pre- and postnatal fitness, rehab, sport-specific conditioning — you can command a premium. Clients often search for specialists and are willing to pay more for proven expertise.

Consider packages over one-off sessions

Package pricing (e.g. 10 sessions bought upfront) helps your cash flow, rewards committed clients, and reduces no-shows. You can offer a small per-session discount on packages while maintaining a higher rate for one-off sessions.

Raise your prices as you gain experience

Start at a fair market rate, not the bottom. Set a plan to review and raise your rates every six to twelve months. Clients who have been with you for a while will generally accept an increase if you give them notice and continue to deliver results.

Do not compete purely on price

Clients who choose you because you are the cheapest option are the hardest to retain. Focus on the value you deliver — results, accountability, expertise, and the quality of your sessions — and price accordingly.