How to Set and Change Your Coaching Prices

How to Set and Change Your Coaching Prices

Pricing can be one of the most challenging and emotionally charged aspects of providing a service like coaching. Whether you are just starting or you are an experienced coach facing the need to increase your rates, pricing can make or break your entire operation. To successfully navigate this subject, you need to focus on two main scenarios: how to set your initial price and how to raise your price confidently.

Start with Your “Why”: Understand Your Coaching Intentions

Before assigning a dollar amount to your services, reflect on why you are coaching. There are generally three paths:

Community-driven: You are offering help as a way to give back, possibly even for free.

Side hustle: You want extra income alongside a primary job.

Full-time professional: Coaching is your main source of income and must support your lifestyle.

Each of these scenarios requires different pricing strategies. But regardless of the path, you must identify what you are hoping to gain from coaching: money, fulfillment, recognition, or experience.

Know Your “Resentment Value”

The “resentment value” is the tipping point where what you are giving in time or effort starts to feel unrewarded. If you are coaching for free or for a low fee, there must still be something in it for you—whether that is emotional satisfaction, testimonials, valuable feedback, or portfolio building.

If the value you are receiving does not compensate for the time, effort, or emotional energy you are putting in, you will grow resentful. That will impact your effectiveness and longevity as a coach.

A good rule is to price (or barter) in a way that keeps you willing and happy to continue, even if your workload increases by 10%.

Define Your “Freedom Number”

The “freedom number” is a powerful concept borrowed from the financial independence world. It is the minimum monthly income you need from coaching to meet your financial goals. Here is how to determine it for yourself:

Side hustle freedom number: Maybe you only need $1,000 a month to meet your needs. If you can comfortably manage 5 clients, you would need to charge $200 each. Factor in fees and taxes, and your price comes closer to $220 per month.

Full-time freedom number: Say you need $4,000 per month to meet living expenses. With 20 clients, that’s $200 each (again, closer to $220 when you factor in risk, taxes, and fees).

Calculating this number helps ground your pricing in practical needs, not emotion or industry comparisons.

Match Value with the Right Clients

Once you have calculated your resentment value and freedom number, ask yourself: Can I serve clients who are willing and able to pay this amount for the level of service I want to offer?

Rather than trying to match what other coaches charge—or undercut them—focus on delivering value to the right audience. Define your niche and target people who understand and appreciate the value you bring.

How to Start Charging as a New Coach

If you are uncomfortable charging clients initially, avoid trapping yourself in long-term free coaching arrangements. Instead, offer a three-month “on-ramp.”

Let clients know this is a free starter phase. At the end of three months, transition to a set paid rate (e.g., $175 per month). Frame this as a special offer or discount from your aspirational rate (e.g., $220 per month).

This structure gives both you and the client a trial period while protecting your future income potential and setting expectations for professional commitment.

When and How to Raise Your Prices

If you are already coaching and need to raise prices due to inflation, higher business expenses, or simply because you are offering more value, do it clearly and confidently.

The best way to raise your prices without losing clients: Do not apologize for it. Avoid justifying the increase by promising extra services or improvements.

Be clear and direct:

“Hey, you have been a client for two years, and I really value our work together. Starting [insert date], my monthly rate will increase to [new rate]. I wanted to give you advance notice. Let me know if you have any questions.”

Know your value. By now, you have improved your coaching skills, communication, delivery systems, and overall client experience. Do not discount the growth you have achieved. In reality, most clients are far more understanding than we fear. If you have built trust and demonstrated consistent results, a reasonable increase (10–15%) is unlikely to result in mass drop-offs.

Pricing is not just a numbers game. It is a mindset game. Whether you are trying to gain confidence as a new coach or feeling anxiety about increasing rates, your pricing should always be grounded in three key truths:

You must feel good about what you are receiving—financially, emotionally, or both.

You need to know that your coaching work is providing for your lifestyle needs.

You must seek and serve clients who see and are willing to pay for the value you offer.

Start with clarity, structure your offers wisely, and raise your rates when needed—with respect, but without apology. You are running a real business, and that deserves to be treated with real professionalism.