How much do fitness coaching apps cost? Subscription pricing compared

Software is now one of the biggest line items in running an online coaching business, and the pricing models vary enough to genuinely change your monthly bill depending on who you sign with. Some platforms charge a flat rate no matter how many clients you have. Others scale the price up every time your roster crosses a threshold, which means growing your business can quietly shrink your margins.

This guide breaks down what fitness coaching apps actually cost in 2026, using real published pricing from My PT Hub, Trainerize, TrueCoach, and Everfit. We’ll look at average monthly costs, how flat subscriptions compare to pay-per-client pricing, and what that difference actually means for your bottom line as you scale.

What does fitness coaching software typically cost?

Most fitness coaching apps fall somewhere between $20 and $150 a month for a solo coach, depending on client count and which features are bundled in versus sold separately. Entry-level plans usually start cheap, often under $30 a month, but they cap your client numbers tightly (sometimes as low as two to five clients). The real cost shows up once you cross those caps or need features like nutrition planning, automated check-ins, or a branded app, which some platforms sell as separate add-ons rather than including them.

That’s the detail coaches often miss when comparing prices: the advertised “starting from” number rarely reflects what you’ll actually pay once your business has grown past its first few clients.

Related article: How much to charge as a personal trainer

There are two fundamentally different pricing models in this space, and understanding which one you’re signing up for matters more than the headline price.

Pay-per-client pricing

Ties your subscription cost to your client count. You pick a tier based on how many clients you’re coaching, and when you grow past that cap, you’re pushed into a more expensive tier, whether or not you’ve used any new features. Trainerize, TrueCoach, and Everfit all use this model in some form.

Flat subscription pricing

Charges the same amount regardless of how many clients you add. My PT Hub takes this approach: once you’re on Premium or Ultimate, your 5th client and your 50th client cost exactly the same in software fees.

The practical impact is biggest at the moments your business grows. A pay-per-client platform effectively penalizes success: the better your client acquisition, the more your software costs climb, often in large jumps rather than gradual increases.

My PT Hub pricing breakdown

My PT Hub runs three flat-rate plans:

Starter

Costs $22.50-25/month and includes 3 clients, 50 workouts, and 50 nutrition plans, along with payment processing, 1-to-1 bookings, habit coaching, and chat messaging.

Premium

Costs $52-59/month and removes every cap: unlimited clients, unlimited workouts, and unlimited nutrition plans. It also adds group bookings and classes, automated client check-ins, scheduled messaging, program compliance tracking, and community features.

Ultimate

Starts at $195-215/month and includes everything in Premium plus all add-ons bundled in (custom branded app, white label app, Check-Ins AI, additional trainers, and Zapier integration), along with concierge support.

The key detail for anyone comparing pricing models: once you’re on Premium, your monthly cost doesn’t move whether you’re coaching 10 clients or 200. There’s no client cap, no per-seat fee, and no surprise tier jump waiting for you at 25 or 50 clients.

Learn more: My PT Hub Pricing

Trainerize, TrueCoach, and Everfit compared

Here’s how the three most common alternatives price out, and where the pay-per-client model starts to bite.

Trainerize

Offers a free plan capped at one client, then scales through paid tiers tied to client count: Grow at roughly $9-10/month for 2 clients, up through Pro plans starting around $23-25/month for 5 clients and climbing to $248-275/month at 200 clients. Nutrition planning sits behind a separate Advanced Nutrition add-on at around $45/month, and a custom branded app costs a $169 one-time setup fee plus annual Apple developer fees.

TrueCoach

prices in three tiers based on active client count: Starter at roughly $26-30/month for up to 5 clients, Standard at roughly $58-70/month for up to 20 clients, and Pro at roughly $137-165/month for up to 50 clients. The jump from Standard to Pro more than doubles your bill the moment you sign your 21st client. TrueCoach also charges a 5% processing fee on payments collected through the platform, on top of standard Stripe fees.

Everfit

Has a free tier for up to 5 clients, then a Pro plan starting around $16-20/month that scales with client count, plus a Studio plan around $88-105/month for larger teams. Nutrition tools (Meal Plans & Recipe Books) cost an extra $33-39/month, automation costs roughly $24/month on top of the base plan and even the ability to take payments costs an extra $8-9/month.

A useful way to see the difference: a coach growing from 20 to 40 clients on a pay-per-client platform like TrueCoach can see their bill jump from around $58/month to $137/month over that same period, without a single new feature being added. On My PT Hub’s Premium plan, that same growth costs exactly $0 extra in software fees.

Why pricing model matters more than the sticker price

It’s tempting to compare platforms purely on their lowest advertised number, but that’s the figure least likely to reflect what you’ll pay in six months. The real comparison needs to account for three things: where the client cap sits relative to your current roster, which features are bundled in versus sold as separate add-ons, and whether the pricing model rewards growth or punishes it.

A pay-per-client platform that looks cheaper today can easily become the more expensive option within a year, especially for coaches actively building their client base. A flat subscription costs more to look at on day one, but it’s the model that keeps your software costs predictable as your business scales, which makes it considerably easier to budget and price your own services with confidence.

Related article: Personal trainer KPIs: Metrics you should track monthly

Choosing the right plan for your business

If you’re just starting out with a handful of clients, a cheaper entry-level plan on any platform can make sense while you build momentum. But if you’re actively growing or already managing more than 15-20 clients, the maths shifts quickly in favour of a flat-rate model. Work out your realistic client count over the next 12 months, not just where you are today, and price each platform against that number rather than against this month’s roster.

It’s also worth checking what’s actually included at each tier versus what gets added on. A platform that looks $20 cheaper on paper can end up costing more once nutrition planning, automated check-ins, and branding are added back in as separate charges.

Ready to stop worrying about your software bill every time you sign a new client? Try My PT Hub free for 30 days and see what unlimited clients on a flat subscription actually feels like.

Frequently asked questions

What’s the average monthly cost of fitness coaching software?

Most solo coaches pay somewhere between $25 and $150 a month, depending on client count and which features are included versus sold as add-ons. Entry-level plans often start under $30, but the real cost typically lands higher once nutrition, automation, and branding are factored in.

Is it cheaper to use a flat-rate app or a pay-per-client one?

It depends on your client count, but flat-rate pricing becomes noticeably cheaper as you grow. A pay-per-client platform can double your bill the moment you cross a tier threshold, while a flat subscription like My PT Hub’s Premium plan charges the same amount whether you have 10 clients or 200.

Do fitness coaching apps charge extra for nutrition planning?

Often, yes. Trainerize and Everfit both sell nutrition and meal planning as separate paid add-ons, typically $33-45/month on top of the base subscription. My PT Hub includes unlimited nutrition plans in its Premium and Ultimate tiers at no extra cost.

Can I switch fitness coaching apps without losing my client data?

Most platforms allow you to export client data, though the process and what’s included vary by provider. It’s worth checking a platform’s export options before committing, particularly if you’re on a pay-per-client plan where switching to avoid a price jump might be tempting later.

Do fitness coaching platforms charge clients anything?

On most platforms, including My PT Hub, clients pay nothing to use the app unless you choose to charge them directly through built-in payment packages. Some platforms, like TrueCoach, do charge the coach a processing fee (5% in TrueCoach’s case) on any payments collected through the platform.

What happens to my software cost if my client roster grows quickly?

On pay-per-client platforms like Trainerize, TrueCoach, or Everfit, rapid growth usually means jumping tiers, sometimes doubling your monthly cost in one step. On a flat subscription like My PT Hub’s Premium or Ultimate plans, your software cost stays exactly the same no matter how fast your roster grows.