How to raise your prices without losing clients: A guide for personal trainers

Raising your prices as a personal trainer or fitness coach is one of the most nerve-wracking decisions you’ll make in your business. You’ve worked hard to build your client base; the last thing you want is to send them running to a cheaper competitor.

But here’s the truth: if you’re still charging the same rates you did when you started, you’re leaving money on the table. And worse, you’re undervaluing the transformation you provide.

The good news? You absolutely can raise your prices without losing clients. In fact, when done correctly, a price increase can strengthen your business, attract higher-quality clients and give you the breathing room to deliver even better results.

The key to success? Strategy. Let’s walk through exactly how to do this right.

Why coaches hesitate to raise prices

Before we dive into the how, let’s address the elephant in the room: fear.

Most coaches worry that raising prices will cause clients to leave. It’s a legitimate concern, but it’s usually rooted in three misconceptions:

1. You’re charging for time, not transformation.

If you see yourself as someone who sells hour-long sessions, then yes, raising prices feels risky. But if you’re delivering life-changing results like better health, confidence, strength and mobility, your value goes way beyond the clock.

2. You’re comparing yourself to commodity pricing.

There will always be a cheaper trainer. But cheap trainers attract cheap clients. Your ideal clients aren’t shopping for the lowest price; they’re looking for the best results.

3. You haven’t communicated your value clearly.

There will always be a cheaper trainer. But cheap trainers attract cheap clients. Your ideal clients aren’t shopping for the lowest price; they’re looking for the best results.

Once you shift your mindset from selling time to selling outcomes, raising prices becomes much easier.

When to raise your prices

Timing matters. Raising prices randomly or during a client’s rough patch can backfire. Here are the ideal times to implement a price increase:

When you’ve increased your expertise.
Did you complete a new certification? Master a specialized skill like postnatal training or strength coaching for older adults? Your education and expertise add value, and your pricing should reflect that.

When your demand exceeds your availability.
If you’re turning away clients or working 60-hour weeks, that’s a clear signal that your prices are too low. Finding your niche can also help you command premium rates for specialized expertise.

When you’ve improved your service offering.
Maybe you’ve invested in better software, added nutrition coaching, or created a more comprehensive onboarding process. Enhanced service = higher value = higher prices.

At natural transition points.
New year, new packages. When you launch a fresh program or when existing client packages expire, it’s a natural time to introduce new pricing.

When your costs have increased:
Rent, insurance, software, continuing education, these all cost money. Your prices need to keep pace with your business expenses.

Don’t wait until you’re resentful or burned out to raise your rates. By then, it’s often too late, and you’ll rush the process.

How to calculate your new rates

Before announcing a price increase, you need to know your numbers. Here’s a simple framework:

Calculate your minimum viable rate.
Add up your monthly business expenses (insurance, software, certifications, marketing, etc.), then add your desired personal income. Divide that by the number of sessions you realistically want to deliver each month. That’s your baseline.

Research market rates.
What are other coaches in your area charging? Don’t just copy them, but understand where you fit in the market. Specialists typically charge 30-50% more than generalists.

Factor in your experience.
If you’ve been coaching for 5+ years with proven results, your rates should reflect that expertise. Don’t be afraid to charge more than newer trainers.

Consider your value-adds.
Do you offer nutrition guidance, app access, 24/7 messaging support, or progress tracking? These extras justify higher prices. Tools like My PT Hub can help you deliver premium services that support premium pricing.

A typical price increase can be anywhere from 5-20%, though specialists in high-demand niches can justify more.

The right way to communicate a price increase

Here’s where most coaches mess up. They either:

• Send a cold, impersonal email announcing the increase
• Apologize profusely, making clients think they should be upset
• Give so much notice that clients panic and leave early

Instead, consider following this proven approach instead:

Step 1: Lead with value, not price

Your message should focus on what clients receive, not what they’re paying. Frame the conversation around the improvements you’ve made to your service, the results clients have achieved, and your commitment to their success.

Example opening: “I wanted to share some exciting updates about how I’m enhancing the coaching experience for all my clients…”

Step 2: Explain the why

People resist change when they don’t understand it. Be transparent about why you’re raising prices. Maybe you’ve invested in advanced certifications, improved your coaching app, or added nutrition support. Whatever it is, connect the price increase to tangible benefits they’ll experience.

Step 3: Give appropriate notice

Give current clients 30-60 days notice. This shows respect for their budget planning without creating unnecessary anxiety. New clients pay new prices immediately.

Step 4: Honor existing commitments

If someone just bought a 12-week package at your old rate, honor it. This demonstrates integrity and makes the transition smoother.

Step 5: Offer a loyalty option (optional)

Consider giving long-term clients a special rate that’s between your old and new pricing. This rewards loyalty while still increasing your revenue. You might say: “Because you’ve been with me for over a year, I’m offering you a preferred rate of $X instead of my standard new rate of $Y.”

Step 6: Make it personal

Whenever possible, have these conversations face-to-face or over a phone call with your most valuable clients. For others, a well-written, personalized email can suffice.

Package your services for maximum value

One of the smartest ways to raise prices without “sticker shock” is to restructure your offerings. Instead of simply charging more for the same session, create tiered packages that provide different levels of support.

Creating high-value offers helps you move away from commodity pricing and toward solution-based pricing. Here’s an example:

Basic package:
Core training sessions with minimal extras. This becomes your entry point.

Premium package:
Training plus nutrition guidance, app access, and weekly check-ins. This is where most clients land.

Elite package:
Everything in premium plus 24/7 messaging, monthly progress reviews and advanced tracking. This justifies your highest pricing.

This approach does two things: it makes your price increase feel like a service upgrade rather than just paying more for the same thing, and it gives clients options, which increases perceived control and reduces resistance.

When you transition to online coaching, you can also create scalable offerings that justify different price points while giving you more flexibility in how you serve clients.

The clients you might lose (and why that’s okay)

Let’s be realistic: you might lose some clients when you raise prices. And that’s actually okay.

The clients who leave because of a reasonable price increase are usually:

• The ones who weren’t fully committed anyway
• Price shoppers who will always chase the cheapest option
• Energy drains who weren’t a good fit

Losing these clients creates space for better ones. Getting more personal training clients at your new, higher rates will actually be easier than you think, especially when you’re targeting the right audience.

That’s the real benefit of raising prices: you attract clients who are more invested, more committed and more likely to get results.

Strategies to minimize client loss

While some attrition is normal, here are proven strategies to keep your best clients on board:

Over-deliver before the increase.
In the weeks leading up to your announcement, go above and beyond. Send extra resources, check in more frequently, celebrate their wins. Remind them why they love working with you.

Create urgency without manipulation.
Let clients know they can lock in your current rate by purchasing a package before the increase takes effect. This isn’t about being pushy, it’s a genuine opportunity for them to save money.

Demonstrate your investment in them.
Show clients the new tools, resources or training you’re bringing to the table. When they see you’re investing in becoming better for them, they’re more likely to invest in themselves.

Focus on relationships, not transactions.
The coaches who successfully raise prices without losing clients are the ones who’ve built real relationships. They remember birthdays, ask about kids, celebrate non-scale victories. When clients see you as a partner in their journey, not just a service provider, they’ll stick with you.

Use technology to add value.
Investing in quality personal training software can help you deliver a more professional, seamless experience that justifies higher prices. Features like automated check-ins, on-demand workouts and meal plans, progress tracking and in-app messaging make clients feel supported beyond just session time.

After the price increase: stay confident

Once you’ve raised your prices, you might feel nervous about whether you made the right call. Here’s what to do:

Own your new rates.
When talking to potential clients, state your prices with confidence. If you sound apologetic or uncertain, they’ll sense it.

Don’t keep clients on legacy pricing indefinitely.
It’s generous to honor existing package prices, but don’t keep charging old rates forever. After their current package ends, everyone should transition to new pricing.

Track your numbers.
Monitor your retention rate and income over the next 3-6 months. Most coaches find that even after losing a few clients, their overall revenue increases significantly.

Keep improving.
Justify your higher prices by continuing to invest in your education, tools, and client experience. Becoming a successful personal trainer means never stopping your own growth.

Collect testimonials and results.
As clients continue getting great results at your new rates, document those wins. These success stories justify your pricing to future clients.

The long-term benefits of premium pricing

Raising your prices isn’t just about making more money (though that’s a major motivator!). It’s also about:

Building a sustainable business.
Underprice your services, and you’ll burn out trying to take on too many clients to make ends meet. Retaining clients becomes easier when you’re not overwhelmed and can give each person the attention they deserve.

Attracting committed clients.
IPeople who invest more tend to show up more, follow through more and get better results. Higher prices often lead to better client outcomes.

Creating room to grow.
When you’re charging appropriately, you have the mental energy and financial resources to expand your offerings, invest in better tools or even hire support staff.

Respecting your expertise.
You’ve spent years learning, practicing, and perfecting your craft. Your pricing should reflect that investment.

In summary

Raising your prices is a normal, healthy part of growing a fitness business. Every successful coach does it multiple times throughout their career.

Yes, it might make you a little uncomfortable. Yes, you’ll worry about losing clients. But if you approach it strategically by communicating clearly, demonstrating value and staying confident, most of your clients will stay with you.

The ones who don’t? They’re making room for the clients who truly value what you offer. You’re not being greedy. You’re being professional. You’re running a business that deserves to thrive, not just survive.