How to Price Personal Training Sessions
The complete guide to setting rates that reflect your value and build a sustainable business.
How much should a personal trainer charge per session?
Personal trainers typically charge $50-150 per session in 2026, depending on location, experience, and specialization. To calculate your ideal rate, use the formula: (Monthly costs + desired income) divided by monthly billable hours. Packages of 10-20 sessions with a 10-20% discount are the most effective model for client retention and predictable income.
Setting the right price is one of the most important decisions a personal trainer has to make. Too low and you'll work too hard for too little. Too high and you'll struggle to find clients. The right price allows you to build a sustainable business while serving clients excellently.
This guide walks you through a step-by-step formula to calculate your ideal rate, based on your costs, income goals, and local market. We also cover pricing strategies, package structures, and how to communicate your value to potential clients.
Pricing Fundamentals
Before setting specific numbers, understand these core principles:
Price communicates value
Higher prices often attract better clients who are more committed. The lowest price attracts price-sensitive clients with high churn.
Your costs set the floor
You can't price below costs and survive. Know your minimum number first.
Market sets the ceiling
Your local market has a range. You can push toward the top with positioning, but limits exist.
Value justifies premium
Results, experience, specialization, and service allow you to charge above market average.
Calculate Your Costs
The first step is understanding your breakeven point. Many trainers don't account for all costs, leading to underpricing.
Fixed Costs (Monthly)
- Gym rent or studio lease
- Software subscriptions (client management, programming)
- Professional liability insurance
- Certifications and continuing education
- Marketing (website, ads, materials)
- Equipment (amortized cost)
Variable Costs
- Travel (gas, parking for mobile clients)
- Taxes and withholdings (estimate 30-40% of income)
- Non-billable time (programming, admin, lead gen)
- Sick time and vacation (factor 10-15% buffer)
The Pricing Formula
Use this formula to calculate your minimum hourly rate:
Total monthly costs
+
Desired monthly income
=
Monthly billable hours
÷
Minimum hourly rate
$$$
Example: $2,000 costs + $4,000 desired income = $6,000 needed / 80 billable hours = $75/hour minimum
Market Rate Benchmarks
These are typical per-session ranges in different markets:
| Market | Low | Mid | High |
|---|---|---|---|
| Major US Cities (NYC, LA, SF) | $100 | $150 | $250 |
| US Suburbs | $50 | $80 | $120 |
| UK (London) | $60 | $90 | $150 |
| Italy (Milan/Rome) | $50 | $70 | $100 |
| Italy (Other cities) | $30 | $50 | $70 |
| Online Coaching (US) | $150 | $300 | $500 |
| Online Coaching (EU) | $100 | $200 | $400 |
Pricing Models
Per Session
Simplicity and flexibility. Works for clients with unpredictable schedules. Typically your highest rate.
Packages
10-20 sessions with discount. Ensures commitment, predictable income. Most popular model.
Monthly Subscription
Flat fee for X sessions/month. Recurring revenue, high retention. Great for long-term clients.
Online Coaching
Programming + check-ins + support without in-person sessions. Highly scalable. $100-500/month.
Package Strategies
Structure packages to maximize conversion and retention:
Recommended Tier Structure
Bronze: 1-4 sessions
Full rate, no discount. For trial or occasional clients.
Silver: 10 sessions
10-15% discount. The sweet spot for most clients.
Gold: 20+ sessions
15-20% discount. For committed clients, high retention.
Value-Based Pricing
You can charge premium for specialized services:
| Specialization | Premium |
|---|---|
| Competition Prep | +50-100% |
| Post-Injury Rehabilitation | +30-50% |
| Executive/Corporate | +40-80% |
| Athletic Performance | +30-50% |
| Transformation (12+ weeks) | Premium package |
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Common Pricing Mistakes
1. Pricing too low to 'build clientele'
You attract the wrong clients and set an expectation that's hard to change. Start right.
2. Not counting non-billable time
Programming, admin, and marketing are real work. If I bill 25 hours, I work 35-40.
3. Discounting for friends and family
A modest discount is fine, but don't work for free. They understand—you have a business.
4. Never raising prices
Increase 5-10% annually. Inflation erodes margins. Clients expect increases.
5. Competing on price alone
Compete on value, results, and service. Cheapest wins clients you don't want.
Frequently Asked Questions
Frequently Asked Questions
How much should a personal trainer charge per session?
Personal trainers typically charge $50-150 per session in 2026, depending on location, experience, and specialization. Urban areas command higher rates ($80-200+), while suburban trainers average $50-100. Online coaching packages range from $100-500/month.
What's the best pricing model for personal trainers?
Package-based pricing (e.g., 10 sessions for a discounted rate) typically works best because it ensures client commitment and provides predictable income. Most successful trainers combine packages with higher single-session rates to incentivize commitment.
Should personal trainers offer discounts?
Strategic discounts on packages (10-20% off) can increase commitment and retention. Avoid deep discounts that devalue your services. Instead, add value through bonuses like nutrition guidance or progress tracking rather than cutting prices.
How do I calculate my minimum hourly rate as a PT?
Calculate your minimum rate with: (Monthly expenses + desired profit) ÷ billable hours. Include rent, equipment, insurance, software, taxes (30% buffer), and your desired income. Then add 20-30% for non-billable work.
How often should I raise my personal training prices?
Review prices annually and increase by 5-10% to match inflation and growing expertise. Grandfather existing clients for 3-6 months to maintain trust. New clients always pay current rates.
Should I charge differently for online vs in-person training?
Online coaching typically commands 30-50% less than in-person per session, but allows you to serve more clients. However, comprehensive online packages with programming, check-ins, and support can match or exceed in-person rates.
How do I handle clients who say I'm too expensive?
Price objections often indicate a value perception problem, not a price problem. Explain your qualifications, results, and what's included. If they still can't afford it, offer a lower-tier option rather than discounting your main service.
Should I offer a free first session?
A free consultation (15-30 min) can work well for relationship building. Avoid free full sessions—they attract bargain hunters. Instead, offer a paid 'trial session' at a slight discount that applies toward a package purchase.
How much do top personal trainers charge?
Top trainers in major cities charge $200-500+ per session. Celebrity trainers command $1,000+. These rates reflect years of experience, proven results, and positioning as premium providers.
Is it better to charge hourly or per session?
Per-session pricing is cleaner and easier to communicate. Sessions can be 45-60 minutes regardless of label. Avoid true hourly billing as it commoditizes your service and invites comparison shopping.
Conclusion
Pricing isn't just math—it's strategic positioning. The right price attracts the right clients, allows you to deliver excellent service, and builds a sustainable business. Use the formula to set your floor, then position yourself in the market based on the value you bring.
Calculate Your Rates
Use our free calculator to find your ideal price based on costs, goals, and market.
Session Pricing Calculator