Fitness Business and Marketing

How do you set your prices?

Last week we looked at how you establish your product range based on your client profile, now for possibly the scariest bit…setting the prices.  It is important that you get this bit right, set your prices too high and it might put off potential clients, set the too low and you are greatly reducing the amount of money you can make (this may effect how well you can pay your bills).

What is my minimum hourly rate?

The first step in considering your pricing strategy is to look at how much you need to earn in order to live a lifestyle you would be happy with.  To do this I advise that you keep a record of all your personal outgoing’s this will give you the minimum amount you need to live.   This allows you to set a minimum earning target, then if you add in the luxuries you would like to it will give you a desired earnings target.  This is the figure you will be aiming for each month.

If you do this as a post tax figure as we are going to consider your expenses and additional later in this article.

If we then do the following as a rough guide:

Decide how much you would like to earn a year. e.g £35,000

Decide how many hours your willing to work a week for the desired earnings target. e.g. 20 per week or 960 per year (48 weeks, so you get 4 weeks off).

If we then work out our minimum hourly rate to achieve this £35,000 / 960 = £36.45 per hour.

You then need to have a rough idea of what your costs will be, this is most easily done

What am I and my brand worth?

By this point in the process you will have started to have some ideas of what you envision your brand to be.  Are you aiming at the normal client base or are you looking to be more of a premium product, aimed at a more exclusive client base.  It is very important to do some research into what your competitors both locally and nationally are charging for services of a similar quality standard to your own.  This initial research should give you a rough idea of what your price range should be.

Setting your prices (scary)!

So now is the time to make that scary decision to set a price range for your products, to do this effectively you need to take into account, these include:-

  • Your minimum hourly rate
  • Your costs
  • Your competitors pricing (based on like for like level of service)

Remember that it is always easier to lower prices than increase them, but ideally you will set your price point at a level that will allow you to make a decent profit and also gain and maintain a decent market share.


  • Identify your minimum earnings target and your desired earnings target.
  • Set your prices for you services, products and packages.

The next step will be to look at how to market yourself, this will be split into two part initial aimed at those personal trainers who work on a gym floor and the next for those who are mobile trainers.



Tom has been involved in the fitness industry for nearly 20 years. He is a specialist in rehabilitation, exercise referral and helping other fitness professionals to improve their business. He is also involved with course development, teaching, assessing and IQA of a range of training courses. He is always willing to meet other professionals so please do contact him via social media with any questions or just to say hello.

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