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The Business of Personal Training: Pricing

Kirjoittanut: Peetu Nieminen - tiimistä Crevio.

Esseen tyyppi: Yksilöessee / 2 esseepistettä.
Esseen arvioitu lukuaika on 4 minuuttia.

Value-Based Pricing in Personal Training


Personal training services are mainly value-based driven, as clients often seek tangible benefits such as improved fitness, changes in body-composition and overall well-being. Therefore, value-based pricing is particularly relevant in this industry since it allows personal trainers to align their prices with the perceived value of their services to clients. To implement value-based pricing effectively, personal trainers must understand their clients’ needs, goals, and motivations. These can be sorted through thorough consultations and discussions with the clients to gain insight into their fitness level, preferences, and desired outcomes. By understanding what clients value most in their training experience, personal trainers can tailor their services and pricing accordingly.


Personal trainers can differentiate themselves and justify premium pricing by offering customized training programs tailored to each client’s unique needs and goals. By incorporating personalized assessments, goal-setting sessions, and progress tracking mechanisms, trainers can demonstrate their commitment to delivering value and helping clients achieve sustainable results. Value-based pricing reflects the investment of time, expertise, and individualized attention that personal trainers dedicate to each client’s journey.


Additionally, value-based pricing encourages personal trainers to consistently invest in their own self-development through additional courses, enabling them to offer greater value to the clients.


Cost Analysis and Profitability


Running a personal training business includes various costs that impact the profitability and sustainability of the business. These costs include both fixed and variable expenses. Fixed costs entail costs such as rent for facilities, insurance, utilities, and possible equipment, which remain constant regardless of the number of clients. Variable costs on the other hand fluctuate depending on the level of business activity and can include costs such as wages for additional trainers hired, marketing expenses, additional courses, technical applications, and the cost of merchandise, such as clothing and supplies.


When setting prices, it’s crucial for personal trainers to take into consideration both the fixed and the variable costs to ensure that their services remain profitable. Neglecting these expenses may lead to underpricing and therefore spiraling into financial instability. Understanding the relationship between costs and revenue will enable trainers to determine appropriate profit margins and ensure their long-term viability as business.


Pricing Strategies


In the personal training industry, various pricing models cater to the diverse needs and preferences of clients while offering the trainer ways to optimize their revenue generation and client retention. The most common pricing strategies among personal trainers are hourly rates, package deals, and subscription-based models.


Hourly Rate


Hourly rates are a popular pricing model in the personal training industry, offering flexibility for both clients and trainers. With this approach, clients pay a set fee for each hour-long session, allowing them to customize their training experience without a long-term commitment. As for the average price for a personal trainer per hour, it varies depending on factors such as location, trainer experience, and specialization. On average, hourly rates can range from 30€ to 100€ or more per hour in many locations.


For trainers, hourly rates provide immediate revenue for each session conducted, making it an attractive option for those seeking flexibility or just starting their business. However, hourly rates come with challenges. Clients may be less inclined to commit to a consistent training schedule without a prepaid package or subscription, leading to income variability for trainers. Additionally, market competition can influence pricing, with rates varying based on factors like location and trainer experience.


Package Deals


Package deals are a pricing model which offers the client the opportunity to purchase multiple training sessions for a discounted price. This pricing strategy incentivizes clients to commit to several sessions upfront, providing both financial savings as well as a structure to their training plan.


From the trainer’s perspective, package deals promote client retention as well as commitment. By purchasing multiple training sessions in advance, it becomes easier to periodize a proper training program, which can lead to better results from the client. Trainers also benefit from a more predictable income stream, as package deals provide upfront revenue and help mitigate the variability factor associated with client fluctuation.


Overall, package deals offer a win-win solution for both clients and trainers. Clients receive cost savings and structured support for their fitness goals, while trainers benefit from increased client commitment and revenue stability. By leveraging package deals effectively, personal trainers can enhance client satisfaction, retention, and business success.


Subscription-based models


Subscription-based models have been gaining popularity in the personal training industry, offering clients ongoing support from the trainer for a monthly fee. Subscription based models usually provide clients with a pre-set number of training sessions each month, creating a more sustainable approach to training. Subscription-based models often include added online resources, such as access to training program applications and telephone or email consultations with the coach.


From the trainer’s perspective, subscription-based models can help with long-term client relationships and revenue stability. By offering ongoing access to training services, trainers can build a community of dedicated clients. This recurring revenue stream allows trainers to plan and invest in their business with confidence, knowing that they have a steady income base to support their operations and growth. However, the implementation of subscription-based models requires careful planning of pricing, service offerings and engagement with clients. Subscription fees must be competitive to ensure client retention and satisfaction.




In the personal training industry, pricing strategies play a major role in shaping client relationships, revenue streams and creating a sustainable business. Value-based pricing serves as a guiding principle, helping personal trainers to align their prices based on the perceived value of their services and emphasizing the importance of delivering personalized services.


Cost analysis and profitability considerations highlight the importance for personal trainers to carefully evaluate both fixed and variable expenses when determining prices. This ensures that their services remain profitable and sustainable over time. By staying mindful of costs and revenue, trainers can set suitable profit margins and build a successful financial framework for their business.


Exploring various pricing strategies, including hourly rates, package deals, and subscription-based models, reveals the different approaches available to personal trainers to match client preferences and optimize revenue generation. Each pricing model offers unique advantages and challenges, empowering trainers to tailor their services to meet client needs while caring about client retention and satisfaction.


The puzzle-like aspect of pricing in personal training requires patience, strategy, and thoughtful considerations with continuous development. By embracing this puzzle-like challenge, personal trainers can create enduring relationships, business growth, and ultimately unlock the full potential of their clients’ health and well-being.




IntensivePT. (2024). “Myynti”. IntensivePT. Accessed on February 11, 2024.

IntensivePT. (2024). “Yrittäjyys PT:nä”. IntensivePT. Accessed on February 11, 2024

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