How much to charge for online coaching in 2026, from 16 public rate cards

There is no credible survey that tells you what online fitness coaches charge. The closest thing is a 2021 survey of 837 self selected readers that measured income rather than price. So instead of inventing an average, this page uses the 16 live public rate cards we could actually read on the businesses' own pages on September 14, 2026, and shows you the five bands they fall into. Three of the sixteen are app products rather than human coaching, and they are labelled as such, because they set the floor everyone else prices against.

The short version: your price is set by how much live contact you give, not by how good your programme is. Everything below is the evidence for that.

What is the average price for online coaching?

Search this question and you will get the same ladder over and over: 50 to 100 dollars for basic, 100 to 200 for standard, 200 to 400 for premium. Almost none of those pages cite anything. The ones that do cite each other.

Here is what actually exists:

• The US Bureau of Labor Statistics puts the median annual wage for fitness trainers and instructors at 47,160 US dollars as of May 2025. That is real, but it is earnings across the whole occupation, employed and self employed, and it says nothing about online coaching prices.
• The PTDC salary survey found online trainers earning 52,518 US dollars a year against 34,585 for in person only. Useful direction, but it is 837 self selected respondents from a coaching education company's own audience, it was fielded at the end of 2021, and it measures income, not price.
• Insurance Canopy's 2024 report, from 9,705 active policy responses, found that only 28 percent of personal trainers work full time, and that about 15 percent describe their business as online or virtual training.

That last number is the one worth sitting with. Most trainers are part time. If you are pricing against an imaginary full time market, you are pricing against a market that mostly does not exist.

So: no averages here. Real rate cards instead.

What do online coaches actually charge?

Band one: app only, no human. About 19 to 35 US dollars a month

• Momentum by Sohee, 19 US dollars a month, 49 a quarter, 149 a year
• Ladder, 29.99 a month, or 14.99 a month billed 179.99 annually
• JuggernautAI, 34.99 a month, 349.99 a year

Programming, demos, tracking and a community. Nobody writes you an individual programme or reads an individual check in, though all three do carry some human contact: Momentum offers private form checks, JuggernautAI runs weekly coaching Q and As, Ladder has in ear coaching and team chat. Free trials are standard here, 7 days at Momentum and Ladder, two weeks at JuggernautAI.

This band is your competition even though it is not your product, and it is why selling "a programme plus a bit of messaging" near the top of it is so painful. At 40 US dollars you are asking someone to pay app money for human work.

Band two: a human coach, async. About 79 pounds to 179 US dollars a month

• Trained By Abbie, 79 pounds a month, weekly check ins, 8 week minimum
• Working Against Gravity Lite, 99 US dollars a month, two check ins a month
• Precision Nutrition, 129 US dollars a month
• Working Against Gravity Essentials, 179 US dollars a month on month to month

No scheduled calls. The tier marker inside this band is check in frequency: fortnightly at WAG Lite, weekly at Abbie and WAG Essentials.

Band three: full service one to one. About 170 to 355 US dollars, or 165 to 195 pounds

• Barbell Medicine, nutrition from 170, one to one from 200
• Future, 50 for the first month then 199
• Working Against Gravity Plus, 219, which adds monthly video calls
• Ultimate Performance, 260 to 355 US dollars depending on commitment length, dropping to 210 to 285 on renewal. Their page also sells in pounds, euros and five other currencies, so a UK reader sees a different number
• Girls Gone Strong, 299.99 on a 12 month term, though that is the crossed out general public price and the live pre sale offer is 199 a month, with enrolment not opening until January 2027
• Expert PT, 165 pounds nutrition only, 195 pounds with training

This is where most full time online coaches actually live.

Band four: premium one to one. About 347 to 600 US dollars, or 259 to 309 pounds

• Tailored Coaching Method, 347 and 497
• RP Strength, 349.99 Essentials and 599.99 Full Access
• 3D Muscle Journey, 400 general, 450 powerlifting prep, 500 bodybuilding prep
• Revive Stronger Elite, 259 to 309 pounds

Weekly calls, video technique review, or a named senior coach. Note what is missing: none of the band four pages we read advertise a free trial. They point you at a consultation or an application instead.

Band five: one off blocks. 300 pounds, or 350 to 450 US dollars

• Jamie Price PT, 300 pounds for 12 weeks
• 3D Muscle Journey, 350 to 450 for a consult plus an 8, 12 or 16 week programme

No subscription. Useful if you hate churn management more than you like recurring revenue.

What makes one coach worth more than another?

Across almost every business above, the programme barely changes between tiers. What changes is access.

• RP Strength: Essentials is 349.99 and its own description says "All through email, no calls available". Full Access is 599.99 and says "Everything in Essentials plus a weekly call, texting access". Twenty minutes of live contact a week, plus being textable, is worth 250 US dollars a month. One caveat, because we read the page rather than the marketing: their feature checklist currently shows the same eight bullets under both tiers, which contradicts their own descriptions and looks like an error on their side. The descriptions are what they sell on.
• Working Against Gravity: 99 US dollars for two check ins a month, 179 for weekly check ins and messaging, 219 to add monthly video calls.
• 3D Muscle Journey: 350 US dollars for training only or nutrition only, 400 for both. Scope, not access, is the lever there.

So when you set your price, do not ask what your programme is worth. Ask how many minutes of you the client gets, and how quickly you answer. That is the thing being bought, and it is the thing that costs you the hours you actually have.

Work out how many hours your current roster already eats with the client capacity calculator before you promise anybody weekly calls.

Commitment discounts, as actually sold

Working Against Gravity publishes the cleanest ladder on a single tier:

Commitment	Essentials price, USD
Month to month	$179 a month
3 months prepaid	$149 a month
6 months prepaid	$139 a month
12 months prepaid	$129 a month

Ultimate Performance runs the same direction, 355 a month on one month down to 260 on six, then adds a second discount on renewal: those tiers drop to 285 and 210 once you continue. The renewal rate is the number most coaches forget to set.

A block has a second advantage people forget. Payment processing has a fixed fee per transaction, not just a percentage. Twelve monthly charges pay that fixed fee twelve times. One 12 week block pays it once.

What do online coaches keep after fees?

Your rate is not your income. Three things come out of it before tax.

The processor. PayPal's US page lists 3.49 percent plus 0.49 US dollars for Checkout, 2.99 percent plus 0.49 for standard card payments. Stripe's Canadian page lists 2.9 percent plus CA$0.30 for domestic cards, plus 0.8 percent for international ones and 2 percent if a currency has to be converted. Stripe redirects by country, so check the page for yours.

The platform. On BryksBuilt that is 2 percent, on every plan including the free one, and the money lands in your own Stripe account rather than ours. The plan itself is free to 5 clients, then 22.99 US dollars a month to 25, 44.99 to 50 and 99.99 for unlimited. Paid plans are billed on the web by Stripe, and until December 31, 2026 a monthly plan starts with its first 2 months free.

Your own time, which is the one nobody models and the one that decides whether the business survives.

Put your real numbers into the coaching income calculator. It takes the mix of one to one, small group and app only clients you actually have, and tells you what reaches your income goal and what is left after the fee and the plan.

What should I charge for group coaching?

We went looking for public group coaching rate cards from well known online businesses and could not find any worth citing. Group pricing is almost never published.

So we are not going to give you a number. What we can tell you is the shape most coaches settle on: a group place priced somewhere between a third and a half of the one to one rate, with the call being group and the check in still being individual. Model it in the capacity calculator before you sell it, because a group of eight is not one eighth of the work.

One more thing worth knowing

Stronger U, one of the best known macro coaching businesses in the space, closed. Its pricing page now reads that it will no longer provide services as of March 31st, 2026, and carries no prices at all any more, which is why it is not in the bands above.

We do not know why it closed and we are not going to guess. What it does mean is that a name being well known is not evidence its pricing worked. Price against your own delivery cost, not against whoever is biggest.

How do I set my price this week?

1. Decide the contact, not the content. Weekly call, weekly written check in, or fortnightly. That single choice picks your band.
2. Find your band above and pick the middle of it, not the bottom. The bottom of a band is where coaches go to be busy and broke.
3. Work out how many of those clients fit in your week with the capacity calculator. If your number of clients does not fit your hours, your price is too low, not your ambition too high.
4. Check what reaches your income goal in the income calculator, after the processor, the platform and the plan.
5. Offer one prepay discount, not three. Both published three month discounts we found land near 17 percent off: Working Against Gravity 179 to 149, Ultimate Performance 355 to 295.
6. Do not launch with a free trial if you are in band three or above. Nobody in band four does. Use a consultation.