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Adam Haines
Organising and Planning

Pricing and Packaging Online Coaching Services

Freely available until 31 July 2021 and then exclusive to UK Coaching Subscribers. Part four of Adam Haines’ six-step guide to becoming a successful online coach

Before considering how to price your coaching services and how that will be packaged up as a product, it is important that you identify the exact online business model you will be adopting and your audience, as discussed in the earlier parts of this series. 

Without first identifying both your coaching model and audience you will not be able to scope the pricing and packaging of your services effectively. Why is this so important? If you don’t understand who your audience are and identify what they want and need from your services, you will struggle to build a coaching service that meets their individual needs at the correct price point. You must ensure that you have a great product at an affordable price relevant to your target audience. 

When delivering coaching online, there are two ways that you can deliver services as an online coach:

  1. All-encompassing online coaching. This would involve an entirely online coaching package where contact and service delivery are managed digitally, whether that be via virtual coaching, a software solution or more traditional methods such as email. 
  2. Hybrid coaching. This would involve a combination of online coaching and face-to-face coaching. As an example, if you are a fitness coach, you may see your client/participant once a month face-to-face in a gym or club setting and then they would follow your online coaching programme for the remainder of the month in their own time via your chosen delivery method. 

Both of the above service delivery models can be applied to both 1:1 and group coaching. 

Once you have decided on your chosen service delivery model you begin to scope out the service deliverables that would meet the needs of your clients/participants. 

When you are deciding on the service deliverables that you are going to include within your online coaching package, always have the needs of the client/participant at the forefront of your thinking. Build the package based upon the services that your chosen audience needs to help them achieve their goals or fix their specific problem.


Never build a package based on price alone or what you may consider easy to build, as this is a sure-fire way of creating a package that doesn’t meet the needs of your audience and will fail in the long term. 


Some examples of service deliverables that you may want to consider including in your coaching package include:

  • Exercise/coaching practice programming
  • Nutritional guidance/programming
  • Community support, such as closed community support groups 
  • Daily/weekly tips and affirmations
  • Assessments and testing, such as movement screening/performance testing
  • Check-ins/reviews/consultations via phone/email/video
  • Mental health and wellbeing coaching, such as actions/meditation guidance and support
  • Membership website/app, such as exclusive member/client only content
  • Support and contact, such as by phone/email/app based/software solution.

The possibility for service deliverables within coaching are endless and provide great opportunity to get creative with your service offering. Don’t be afraid to think differently and ask your audience for feedback and insight into what they would like to receive in an online coaching package. 

Pricing your services

Pricing is frequently seen by coaches as one of the most difficult things to get right when transitioning into the world of online coaching, and it really shouldn’t be. 

When coaches consider the pricing of their services in a face-to-face setting, they find it a lot easier, because they consider a time vs money proposition. That is the same way you should treat online coaching. 


Look at the package and service deliverables you are proposing for your online coaching programme and then work out how much of your time it would actually take to deliver every element on a weekly/monthly basis. Use your face-to-face pricing as a benchmark and price your online package accordingly based on time. 


Before you launch your online programme, it is always a good idea to test how long it takes to deliver the proposed services to an exceptional standard. Use a current client, friend or family member that is willing to be fully immersed in your online coaching programme for a period of testing. With a price point in mind you can then calculate the actual time you need to allocate to servicing your online coaching package. 

Underestimate the time needed to service your online programme and you risk your service not being financially viable or sustainable for you in the long term. 

But overestimate the time needed and you risk your clients/participants feeling like they are not receiving the value for money in your services which may lead to you losing them. 

Have a go

Think about the problem your audience have. What tools and resources do you have available as a coach that can help them fix that problem? Make a list of all the tools you have that would help them and that becomes the basic framework for your online coaching package. 


Guide to Online Coaching

Read the rest of the six-part series geared towards helping you develop your skills and business acumen as an online coach


Related Resources

  • Fitness Professionals: Recognise Your Own Needs

  • Seven Ways to Market Yourself Effectively

  • Finding a Suitable Training Base


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Adam Haines