BryksBuilt vs TrueCoach (2026): price at 5, 20 and 50 clients, payments, branding and who wins where

TrueCoach and BryksBuilt both give a personal trainer a program builder, client check ins, messaging, a client app and Stripe payments. TrueCoach charges by roster in tight bands (5, 20, 50 active clients) and has years of polish; BryksBuilt charges in wider flat bands (free to 5, then 25, 50, 75, unlimited), includes an AI assistant on every paid plan, sells white label as a one time add on, and comes with a consumer app whose gym goers can find and book you.

TrueCoach is a product a lot of coaches like and we are not going to pretend otherwise. This page is the two side by side, every TrueCoach number read from their pricing page today, and a straight answer on who should pick which.

What does each cost as the roster grows?

Clients	BryksBuilt	TrueCoach
1 to 5	Free, forever	Starter, $29.98 a month
6 to 20	Starter, $22.99 USD a month	Standard, $69.98 a month
21 to 25	Starter, $22.99 a month	Pro, $164.98 a month (Standard stops at 20)
26 to 50	Growth, $44.99 a month	Pro, $164.98 a month
51 to 75	Scale, $69.99 a month	Custom pricing (Pro stops at 50)
Annual billing	$199.99 to $999.99 a year	1 month free on Starter, 2 months free on Standard and Pro
Free trial	7 days on paid plans on the web; the free plan needs none	14 days, no card

Read across the 21 to 25 row twice, because that is where the two price lists really diverge. TrueCoach's Standard plan stops at 20 active clients, so the 21st client moves you to Pro at $164.98. On BryksBuilt the 21st client changes nothing until the 26th, and the 26th moves you to $44.99.

The one place TrueCoach's structure is arguably fairer: it counts active clients, so a coach with a big list of paused clients pays for the ones training this month. BryksBuilt counts roster seats. If you carry a lot of dormant clients, removing one from the roster frees the seat.

What do they have in common?

Program building with an exercise library and video, client check ins with photos and metrics, in app messaging, progress charts, a client app on iPhone and Android, a web portal for the coach, Stripe based client payments, and a branded client experience. If your list stops there, price and feel will decide it, and you can trial both in the same week.

What does BryksBuilt do that TrueCoach does not?

Find you clients. BryksBuilt is also a free consumer fitness app on the App Store and Google Play. People training in it browse coaches and book them, and every coach, free plan included, gets a marketplace profile. TrueCoach manages the clients you bring.

Bryksy. An AI assistant on every paid plan that reads your roster, points at the client who is slipping with the evidence, and drafts programs, meal plans and check in forms you approve in one click. It never messages a client and never saves anything without you.

Nutrition that is not a bolt on. Meal plans, 522 curated recipes, grocery lists that build themselves from a plan, and barcode, photo and voice food logging in the client's app.

A free plan that lasts. Five clients, no expiry, with payments and the marketplace included. TrueCoach's trial is 14 days and then it is $29.98.

White label without a tier climb. TrueCoach includes its branded app from Standard at $69.98 a month. Ours is a one time $99.99 USD or $150 CAD, so the monthly bill does not move.

Your own Pro app. Every paid trainer plan includes the full Pro version of the consumer app for the coach's own training.

What does TrueCoach do that BryksBuilt does not?

Years of polish. TrueCoach has been shaping its client app with coach feedback for a long time. The everyday interactions are smooth. BryksBuilt has been live since June 2026 and we are still sanding edges every week.

A longer integrations list. If a specific wearable or scheduling tool has to plug in today, check TrueCoach's list first. Ours is shorter and the features page says so.

Active client pricing. Covered above. For a coach with a large paused list it can be cheaper than a seat count.

Custom pricing at 250 plus. TrueCoach's page offers custom pricing for large operations. Our Unlimited plan is $99.99 with no cap, which is simpler but not negotiated.

How do payments compare?

Both run on Stripe. TrueCoach's pricing page lists free automated payments on every plan, which means no extra software fee for the feature; Stripe's own processing fee applies as it does everywhere. BryksBuilt includes payments on every plan including free, charges a 2 percent platform fee, and makes the charge directly on your own Stripe account, so the money is yours the moment it clears and you never wait on a platform payout. The payments page has the full comparison table.

Who should pick TrueCoach?

Pick TrueCoach if you have under 20 clients, want the tool with the most years behind it, depend on one of its integrations, or prefer active client pricing because you carry a long paused list. Those are real reasons and you will be well served.

Who should pick BryksBuilt?

Pick BryksBuilt if the roster is growing past 20, if you want branding as a one time fee and an AI assistant without moving up a tier, if nutrition is part of your coaching, if you want payments on a free plan, or if what you actually need next is clients rather than a nicer place to manage the ones you have. Start on the free plan and let the roster decide when to pay.

The one paragraph version

TrueCoach is the mature, tight band platform that is excellent under 20 clients and expensive at 21. BryksBuilt is the flat band platform that includes AI and nutrition on every paid plan, sells white label once, and sends you clients from its consumer app. Count your clients, read both pricing pages, and the answer is usually obvious.