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If you want to set the right price for your personal training services, you can’t pull a number out of thin air like that time I was on The Price is Right and overshot the cost of a jet ski by a $6,000. It’s about strategy, understanding your market, and most importantly, knowing your worth. You can’t just base your rates on what others are charging. You need to factor in demand, your expertise, and the results you deliver.

Pay Attention to What Your Schedule Is Telling You

If your schedule is booked solid and clients are knocking on your door asking to get in, that’s a clear sign: you’re charging too little.

Being in high demand is a golden opportunity, and you’re leaving money on the table if you don’t adjust your rates accordingly. Don’t let a packed calendar fool you into thinking you’re at the perfect price point. When your clients are eagerly waiting for a spot, that’s market demand screaming at you to raise your rates.

If you’re fully booked with no room to spare, it’s time for an upgrade in your pricing structure. You want to make sure your rates reflect the demand for your services.

Show Your Clients the Value Behind the Price Hike

Price increases are always a touchy subject, but here’s the thing: you’re not just raising rates for the sake of it — you’re showing your worth.

When you communicate a price increase to your clients, don’t shy away from explaining why. Let them know that the demand for your services has increased and that, as a result, you’re adjusting your rates to reflect your value. This transparency is key to maintaining trust.

If you’re feeling hesitant, remember this: When you communicate clearly about the demand you’re experiencing, clients will see the increase as a reflection of the value you bring, not just an arbitrary price jump. If they’ve been getting great results with you, they’re far more likely to accept the increase without a second thought.

How to raise rates?

Start with small, incremental changes — nothing too drastic. Gradually bump up your rates as you reach the maximum capacity of your current schedule. Once you’re booked at your new rate, and the demand still outweighs your availability, it’s time for another increase.

This method allows you to grow your earnings steadily while maintaining a healthy number of clients. And since you’re always operating within the capacity of your schedule, you won’t overwhelm yourself, nor will you risk pricing yourself out of the market.

Know What You Bring to the Table

You can’t just throw a number out there without knowing why your services are worth it. If you’re offering the same cookie-cutter workouts as everyone else, you’re going to struggle to justify higher rates.

Take a hard look at what sets you apart from other trainers. Is it your specialized knowledge? Your track record of client success stories? Your ability to motivate even the most stubborn client? Identify what makes you stand out and make sure your pricing reflects that. Don’t sell yourself short — your unique skillset is worth more than you think.

Diversify Your Offerings to Increase Value

One way to justify a rate increase without shocking clients is to offer more value. This doesn’t always mean one-on-one sessions; consider adding group training, online programs, or workshops to your offerings.

These additions allow you to increase your revenue without overwhelming your schedule. Plus, they give clients more options to choose from, catering to different needs and budgets. Adding value doesn’t just help with pricing; it also strengthens client loyalty by giving them more ways to interact with you and benefit from your expertise.

Keep Your Finger on the Pulse of the Market

Just because your rates are higher doesn’t mean you’re in the clear. You need to continually monitor the market and adjust as needed. Track trends in your area — are other trainers raising their rates? Are new competitors entering the market? Being aware of what’s going on around you will help you stay competitive while ensuring that you’re still in demand.

You don’t want to get complacent. Stay active, stay engaged, and keep pushing your business forward. Even when your rates are higher, there’s always room to improve and increase your value.

With this, you’re not just setting rates — you’re setting yourself up for long-term success. Price correctly, communicate well, and keep pushing to elevate your game. Because when you get it right, it’s not just about charging more; it’s about giving clients the value they deserve.