Pricing your coaching program can feel like throwing darts in the dark.
If you price too low, you attract the wrong clients and burn out fast. Price too high, and you’re stuck justifying every dollar.
I’ve seen coaches stress over this more than their actual content.
But there’s a better way to price your offer based on real factors: your niche, experience, transformation, support, and capacity.
To make this simple, I’ve designed this online coaching program price calculator for you. It gives you a ballpark rate based on the key factors that determine the value of a coaching offer.
Use it as a guiding tool, not the definitive answer to your pricing woes.
And if you find it useful, please do share it with other coaches in your network.
P.S. If you have suggestions to make this calculator even more useful, please don’t hesitate to speak your mind in the comments. Remember, this is just to give you direction, to help you think on the right lines. You’ll need to determine the actual price of your coaching program after careful market analysis and the value you’re offering.
Online Coaching Pricing Calculator
I’ve developed this calculator based on my personal experience of how coaching prices are usually determined in the market.
I’m not saying there’s any fixed rate or formula to calculate these rates. But generally, if you tick the right boxes and have the key bases covered (like having achieved what the customer wants), you can command higher coaching rates.
Let’s see what the coaching calculator thinks you can charge.
Just getting started with coaching? Read my complete guide to starting a coaching program
Why Does It Feel So Hard To Price Online Coaching?
One reason pricing is so hard for coaches is that there are no standard rates or pricing models in the industry. Some coaches charge per session, others sell multi-month packages, and some base their fees on the transformation or ROI they deliver.
It’s not like freelance writing where you can quote per word, or consulting, where hourly rates are the norm.
In coaching, someone in the career space might charge $100 an hour, while a business coach helping founders close funding rounds could charge $10,000 for a 4-week sprint. And they’re both coaches.
What makes it more confusing is that coaching often includes overlapping elements—strategy, accountability, mindset, and even access via DMs or group calls.
So when you look at another coach’s price, you rarely see what’s included behind the scenes. This makes comparison pointless and paralyzing.
New coaches end up guessing or pricing emotionally, worried they’ll lose clients if they charge too much. But underpricing doesn’t just hurt your income, it positions you as less credible. People associate price with value, especially in transformation-based services.
Strategic pricing requires clarity on what you offer, who it helps, and what that help is worth, not just what others are charging.
This is why it’s crucial to understand the factors that determine the value of a coaching program.
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5 Key Factors That Influence Coaching Rates
A lot is involved in determining the price of a coaching program. But these five factors are the most critical ones to remember.
1. Your Experience and Qualifications
In the online coaching world, “qualifications” don’t mean degrees. What truly matters is whether you’ve done what your client wants to achieve.
That’s the qualification clients care about.
If you’ve walked the path they’re trying to walk, you’re already ten steps ahead. Certifications can help build trust, but they’re not the core. Experience, on the other hand, adds weight.
Years of helping clients gives you structure, efficiency, and the ability to handle edge cases with confidence. That’s what makes your offer stronger—and your price more justifiable.
2. Urgency and ROI of the Transformation
The more painful the problem, the more urgent the outcome, the higher your price can be.
If you’re helping someone land a new job after being unemployed for months, or saving a business that’s about to fail, the transformation is life-changing.
Coaches who offer high-ROI outcomes—income growth, time freedom, or major personal breakthroughs—can charge accordingly.
3. Type of Client
Who you coach changes everything. A university student, a freelancer with inconsistent income, and a senior executive, or an entrepreneur looking to scale all have different budgets and expectations.
If your ideal client has more on the line or more income they’re often willing to invest more in solutions that work.
4. Support and Accountability
Pricing isn’t just about the number of sessions. It’s also about the support that comes between them.
Do you offer weekly check-ins? Personalized feedback? WhatsApp access? Voxer or email support? Or a dedicated online community for all your clients?
All of this adds perceived value and can move you from a basic service provider to a high-touch, premium coach.
5. Scarcity and Capacity
If you only work with 5 clients at a time or open coaching slots once every six months, your time becomes more valuable.
Scarcity builds demand.
And if you have limited capacity, you can’t afford to undercharge for the access you give. Higher prices help maintain both quality and your own energy.
Coaching Pricing Models: What Should You Charge For?
There’s no one-size-fits-all pricing model in coaching. How you package your offer can influence how clients perceive its value—and how consistently you get paid.
Here are four common models online coaches use.
1. Per Session
This model works best if your coaching is flexible or diagnostic. For example, a confidence coach might offer 60-minute “deep dive” sessions at $100–$250 each for clients who just need a mindset reset.
It’s easy to sell, low-commitment for the client, and useful for newer coaches building a roster. But it often leads to inconsistent income and clients who come and go.
You also risk being seen as a service provider rather than a results-focused coach. It’s best used sparingly or as an entry offer.
2. Monthly Package
This is ideal if your coaching includes regular sessions, messaging support, or accountability.
For instance, a business coach may offer two calls a month plus weekly email check-ins for $800/month. It creates stable income and helps build client habits and momentum.
Monthly models work well for lifestyle, wellness, and career coaches because they balance flexibility with structure.
Just make sure the deliverables are clear and you cap the scope, so you don’t end up over-serving clients for too little.
3. Full Program (e.g., 8-week Transformation)
This is the most scalable and results-driven model. You package everything—sessions, content, and support—into a full transformation journey.
For example, a health coach might offer a $2000, 8-week program that includes 1-on-1 calls, recorded sessions, a meal plan, progress tracking, an online community, and chat support.
This format positions you as a premium solution provider and lets you charge based on the outcome, not just the time. It also improves client commitment because they’re buying the destination, not just the ride.
4. Retainers and Hybrid Offers
This model blends structure with flexibility. A leadership coach might offer a $3000/month retainer that includes up to 4 calls, on-demand advice, and access to quarterly planning sessions.
Retainers work well with high-level clients who value your availability and want ongoing guidance without micromanaging session counts.
Hybrids like combining a structured program with a monthly retainer are also common among coaches who move clients from transformation to maintenance.
Just make sure each phase has its own clear scope and boundaries.
How to Justify Your Coaching Rate (Even If You’re New)
The real qualification for coaching is simple: Have you done what your client wants to do? If the answer is yes, that’s your authority.
That’s what you should lead with. You’re not selling sessions or access, you’re selling a specific transformation. So be confident in your ability to deliver it.
Start by sharing your own story.
Show people how you solved the exact problem they’re facing. Be honest about the challenges, the process, and the outcome. This builds instant credibility.
In the beginning, offer your coaching at a discounted “beta rate.” Tell early clients they’re getting the full transformation at half the price in exchange for honest feedback and a testimonial. Then do everything you can to get them results.
Their results become your case studies. Their words build trust. And their journey gives you content, proof, and confidence. With every client you help, you raise your value.
Treat each coaching client as a stepping stone. If you give them real results, they’ll talk—and that’s how you grow.
At the same time, share helpful advice publicly, post tips, and show behind-the-scenes progress. When people see both your story and your clients’ wins, your price starts to justify itself naturally.
Yes, you may need to start lower. But that’s temporary. Results give you leverage.
When & How To Raise Rates Without Losing Clients
The easiest way to know you’re underpriced? You’re fully booked and still getting more inquiries. If people say yes without hesitation, you’re probably charging too little.
Another sign is that you feel slightly resentful doing the work. That means you’re giving more value than you’re receiving. Both are strong signals to raise your rates.
But don’t jump prices blindly.
Set a simple rule: review your pricing every quarter.
Every 3 months, ask yourself:
- Have I added more success stories or testimonials?
- Am I delivering faster or getting better results?
- Has my coaching offer evolved (more support, resources, tools)?
If yes, raise your price confidently.
Start with new clients. For existing ones, give them a heads-up: “My rates are going up next quarter, but I’ll offer you one more round at your current price.” This keeps loyalty intact while respecting your growth.
Now here’s the real game-changer: This is how you continuously level up your rates and work with higher-paying clients, while spending less time and delivering more focused value.
And what about people who can’t afford your coaching?
Turn your core lessons into scalable products. A self-paced online course. An affordable ebook. A monthly membership or community. These lower-ticket options give value, build trust, and create an entry point for your audience.
Over time, clients move up through your offers from passive products to live programs to premium coaching. That’s how you build a portfolio, a value ladder, not just a coaching offer, and turn pricing into a strategy instead of a struggle.
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