Raising Your Rates: The Practicalities Of Price Increases
The conversation every trainer dreads
Most personal trainers would rather do burpees for an hour than tell a client their price is going up.
So they don't. They keep charging what they charged three years ago, while their rent, insurance, CPD and petrol all go up. They get better at their job every year and earn less for it in real terms. Eventually they burn out, or they leave the industry altogether.
Raising your rates isn't greedy. It's how you keep doing this job well for the clients who rely on you. Handled properly, most clients will understand, and many will respect you more for it.
When it's time
You don't need permission to raise your prices, but some signs tell you you're due an increase (you don’t need to tick all of these):
- Your diary is full, or close to it
- You haven't changed your price in over a year, so your cost increases mean your profit is reduced
- You've added skills, such as a new qualification, specialism or years of results
- You're cheaper than trainers with less experience in your area
- You feel resentful about clients who are paying you less and / or early starts or late finishes, which is often a sign you're undercharging
Pick your moment. Many trainers review prices once a year at a set time, such as January or the anniversary of when they started. It becomes routine rather than personal. Pick when works for you and stick to it. Always give clients advance notice of the increase.
How much to raise it
Small, regular rises are easier for clients to accept than a big jump every few years but the logistics involved in the way you take payments may influence your approach and if you’ve not increased prices for a while then you may need to do a larger increase to start. Somewhere between £2 and £5 a session is a sensible range for most trainers but check in with the rate of inflation to make sure it at least covers your rising costs.
The maths often surprises people. Say you deliver 20 sessions a week at £40 and raise your price to £45:
Scenario |
Sessions a week |
Price per session |
Weekly income |
Before the rise |
20 |
£40 |
£800 |
Everyone stays |
20 |
£45 |
£900 |
You lose 2 sessions a week |
18 |
£45 |
£810 |
Even if a client or two leaves, you earn slightly more and get two hours of your week back. You can fill those hours with new clients at the new rate, or keep them for rest, admin and CPD.
Looking after your existing clients
New clients simply pay the new price. Existing clients need more care, because they're the ones who have trusted you so far.
Give plenty of notice. Four to six weeks is fair. It gives clients time to budget and shows you're not springing it on them.
Let current blocks run out. Honour anything already paid for at the old price. The new rate applies from their next block or a future monthly payment.
Consider a loyalty rate. You could keep long-standing clients a little below your new headline price, or phase their rise over two steps if you are doing a larger jump to bring them in line with current rates. It rewards loyalty without leaving you stuck with clients on an old rate forever.
Offer a way to stay. For clients on a tight budget, give options rather than a take-it-or-leave-it price. Fortnightly sessions, a shorter 45-minute slot, small-group training or a hybrid of sessions plus online programming can all keep them training with you in some format.
Don't feel you have to compromise or offer things that don't work for you. Letting a client leave is better than resenting them because you've agreed to something that doesn't work for you.
What to say
Where possible tell clients in person first, then follow up in writing. If your clients are prone to sharing information then you might want to switch the order so everyone hears the official announcement before the rumour mill takes over. Keep it short, confident and positive. Don't apologise, over-explain or list your bills.
In person, at the end of a session:
"Before you go, I wanted to let you know personally that I'm reviewing my prices from 1 February. Your sessions will go from £40 to £45. Anything you've already booked stays at the current price. I'll send you the details today, and I'm happy to chat about options if that's useful."
In writing, the same day:
Hi Sarah, thanks for another great session today. As mentioned, from 1 February my session price will change from £40 to £45. Your current block stays at the old rate. This lets me keep investing in my training and give you the best coaching I can. It's been brilliant watching your deadlift go from 40kg to 80kg this year, and I'm excited for what's next. Any questions, just let me know.
Notice what the message does. It names the date and the new price clearly, reassures her about what's already paid for, and reminds her of the progress she's made with you.
Handling pushback
Most clients will simply say "fair enough". A few will push back, and that's fine.
Listen first. "I can't afford that" is different from "I don't think it's worth it". The first calls for options. The second tells you to show the value more clearly.
Hold your price, flex the package. If you drop the price for whoever complains, everyone learns that complaining works. Offer a different format instead, such as fewer or shorter sessions.
Let people go gracefully. If a client decides to leave, thank them, leave the door open and part on good terms. They may come back or refer a friend who is happy to pay your new rate.
Your price rise checklist
☐ Check your costs and inflation rates and set your new price
☐ Choose a start date at least four weeks away
☐ Decide on any loyalty rate or alternative options
☐ Tell each client in person
☐ Follow up in writing the same day
☐ Update the information wherever you share your prices e.g. your profile board, booking system and website
☐ Put next year's price review in your diary
You've spent years getting good at this. Charging properly for it is how you keep doing it.
Combatting your doubts
Doubts and insecurities are common but not helpful so here is a short list of reminders to help you overcome them – we’d recommend making your own list of things that resonate with you that you can refer to when your doubts start to creep in.
- In any employed role the concept of a pay rise is normal. You increasing prices isn’t any different to that. (I’ve lost count of the number of trainers I’ve spoken to who are worried about how well paid clients, who have undoubtedly had pay rises over the time they’ve been working with the trainer, will react to a small increase in their rate!)
- Inflation means that if you don’t put your prices up your income is reducing in real terms. Nobody stays in a job where the pay reduces for the same work.
- If you aren’t earning enough to live you won’t be able to offer your services long term and everybody loses out.
- You’re worth it! Write your own list of the great things your clients have said to you about how much better they feel since they started training with you and add in the things that you’ve noticed they can do better now too. Use the list to boost your confidence if doubts creep in.
- If people decide to leave then it opens up new slots you can fill with people who are paying the new rate (if you keep people on low rates long term there’s a good chance you will come to resent them and nobody wants that).
- We have never spoken to a trainer who increased prices and regretted it or who wasn’t relieved that they did it – yes some of that is because they’d built up their fears to unrealistic levels but it is rarely, if ever, as bad as you think it’s going to be so don’t prolong your agony. Get the price increase done!
If you’re a member who is struggling with this drop Claire a message and she’ll be happy to help you or check out the So You’re A Personal Trainer Who Wants To: Increase Their Prices resource.
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