How to set your sports-coaching prices (without underselling yourself)
Maxime Dupuy May 12, 2026 9 min read Too many coaches price “on a feeling”, then stay locked in for years. Yet your rate isn’t just a number: it’s a signal of value. Here’s how to set it with confidence.
1. Start from your numbers, not the competition
Work out what you need to earn to live: overheads, contributions, equipment, non-billable time. Divide by a realistic number of hours — not your theoretical ones. That’s your floor; below it you lose money.
2. Sell an outcome, not an hour
A client doesn’t buy “an hour of coaching”, they buy a transformation. Think in programmes (8, 12, 16 weeks) rather than isolated sessions: perceived value rises, and your revenue becomes predictable.
Price isn’t what it costs you to produce. It’s what it’s worth to the person who benefits.
3. Build a three-tier menu
Offer three packages: an entry tier, a core offer (the one you want to sell) and a premium. Most clients pick the middle — which becomes your reference price.
4. Own your price increases
If you’re fully booked, you’re too cheap. Raise prices for new clients first, give existing ones advance notice, and hold firm: losing 2 clients at a higher rate is often more profitable.
5. Review your prices every year
Block an annual date to revisit your menu. Your skills improve and so do your results: your rates should follow.
Not sure about your profitability? Our calculator estimates what Athletis saves you over a year, from your real numbers. Run the numbers →
Setting your prices starts with no longer apologising for making a living. A fair, owned and clear price attracts the right clients — and repels those who don’t value your work.
