Stop Charging Per Session: The Better Way to Price Online Coaching

If you have ever thought to yourself—
“I don’t know what price to charge.”
“I don’t know what value I offer.”
“I think weekly one-on-one calls are the only way to give value.”

—you are not alone. When it comes to setting their prices, many online coaches are stuck using an outdated model. Pricing “per session” might feel familiar and safe, but it ultimately limits the value you can provide by keeping you locked in the struggle of trading time for money.

The price you set for your coaching services is more than a number. Prices communicate something to the market. They should reflect the value you deliver, your financial goals, and what the market will bear. They also create expectations for your clients and potential clients and place you in a particular place in the market. The right pricing structure should not only cover your costs, but it must also take several other things into consideration to fuel sustainable growth.

Here is how to shift from session-based pricing to a smarter, more scalable model.

Step One: Know Your Ideal Client

Before you decide what to charge, you need to understand who you are charging and what they value. Too often, coaches start with their time or competitors’ rates when they should start with their client.

Ask yourself: Who is my ideal client? What are their challenges, goals, and lifestyles? How does my coaching fit into their bigger picture?

How do they measure value? Some clients value performance progress. Others care about physique changes, accountability, improved quality of life, or simply having a coach they trust. Identify these metrics early.

What is my market? Demographics and location still matter, even online. Urban or higher-income clients may support higher pricing than rural or budget-conscious markets.

What sets me apart? Your experience, unique coaching methods, personality, or niche can justify premium pricing.

What features do I offer? Decide what is included at each price point: personalized programming, video feedback, nutrition guidance, habit coaching, community support, periodic newsletter or other special content access, etc.

By getting clear on these factors, you align your pricing with both client expectations and your business objectives.

This clarity is also what allows you to price based on outcomes and value, not minutes on a Zoom call.

Step Two: Understand the Market Without Copying It

Once you have defined who you serve and what they value, you can look outward. Your pricing does not exist in a vacuum. Your ideal client will likely compare you to other coaches before deciding to work with you. So, step into their shoes:

• Where would they search for a coach?
• What platforms, keywords, or communities would they use?
• Who else is targeting the same audience with a similar service?

Identify 5–10 close competitors. Take note of their pricing, packaging, and positioning. You do not need to match them, but averaging their prices gives you a benchmark for what clients expect to pay.

This research is not about copying. It is about understanding your market’s perceived value range, so you can position your services confidently within it.

Step Three: Track LTV to CAC

Once you understand your audience and the market, it is time to look at the numbers. Figuring out your client lifetime value will tell you what each client relationship is worth to your business. Once you know that, you can decide how much time, money, and energy you should invest in finding the next one.

A critical metric is your Lifetime Value (LTV) to Customer Acquisition Cost (CAC) ratio:

• LTV = total revenue you earn from a client over the length of the relationship
• CAC = the cost of acquiring that client (ads, content, marketing time, etc.)

A healthy business often keeps CAC around 10% of LTV.

For example, if your average client stays for six months at $800/month, their LTV is $4,800. This means you can comfortably spend up to $480 to acquire a new client and still maintain profitability.

Knowing these numbers gives you pricing power. It frees you from guessing and helps ensure that your rates support both delivery and growth.

Step Four: Raise Prices When Your Value Outgrows Your Price

When your systems improve, your experience grows, and your results compound, your price should grow with them. But many coaches undercharge for too long. Raising prices is not just about making more money. You should be aligning price with the real value you provide as your systems, skills, and client outcomes improve.

When raising prices, assess the impact on current clients and make sure the increase matches improvements in value. Communicate clearly and professionally why the change is happening: new tools, better support, more experience, etc. Consider rewarding loyal clients by honoring their current rate or offering a lock-in option. And, of course, keep the conversation open to maintain trust and relationships.

Raising prices strategically signals growth and positions you as a serious professional, not a bargain provider.

Step Five: Balance Service Levels

Here is a key mindset shift: Value does not equal time spent on weekly calls.

Many coaches think the only way to justify higher pricing is by adding more one-on-one sessions. However, the truth is that the real value clients pay for is results, not your calendar time.

You can design service levels that match different types of clients and price points without burning out:

Low-touch offerings: Templates, group programs, or education-based products can be priced lower, but only if acquisition and delivery are efficient.

High-touch services: Personalized coaching, nutrition plans, or video feedback require more of your time and expertise, so price accordingly.

The goal is to provide clear, tangible value at every price tier while protecting your time. This is how you move away from session-based pricing and toward scalable, sustainable offers.

The Bottom Line

Sustainable pricing is more than simply charging what your time and expertise are worth to you. It ensures your business can thrive in the long term while preventing burnout and having a positive impact on your clients’ lives.

Stop charging per session. Start pricing for value and outcomes. Your clients will benefit, your business will grow, and you will stop capping your potential by the hour.