Academy of Fitness Professionals Logo
    MENUMENU
    MENUMENU
    MENUMENU
    MENUMENU
    • Courses
          • Personal Training Courses
            • Level 3 Diploma Course
            • Complete PT Package
            • Specialist PT Package
            • Ultimate PT Package
          • Fitness Instructor Courses
            • Gym Instructor Course
            • Fitness Instructor NVQ Diploma
            • Kids Fitness Instructor Course
            • Exercise to Music Instructor Course
          • Nutrition Courses
            • Nutrition and Health Course - Level 1
            • Nutrition and Health Course - Level 2
            • Exercise Studies
    • Resources
      • Your Career
      • Blog
      • Personal Trainer Factsheets
      • Fitness Instructor Factsheets
    • About
      • About AOFP
      • Why Us
      • FAQ
      • Reviews
    • Offers
      • Current Offers
      • Best Price Promise
    • Contact
    • Log in
Product was added to your cart

Basket

How to Set Your Personal Training Prices
January 19, 2015Anita Lemon

Rarely do our students choose to become a Personal Trainer with earnings top of their agenda. I’m not saying income isn’t important, it is vital to the success of your PT business. It’s just that in our experience at the Academy of Fitness Professionals the overriding goal of most personal trainers is to help others. Secondary to this is to earn a living at the same time developing a successful PT business.

Most newly qualified Personal Trainers we know quickly encounter the price conundrum.

If I set my price too high it might put people off.

If I set my price too low I might not be earning what I’d hope to.

And, what should I do if my client wants to negotiate a discount? Do I give in and secure the on-going booking or stand firm and potentially lose the sale?

In this blog we aim to demystify how to price your personal training services along with some great tips on the art of price positioning.

 

 money image

 

What is Price

 

In a nutshell your price is simply the amount of money your clients are prepared to pay for your service. Different clients will look to you for different things, such as peak/off peak appointment times, lifestyle coaching, programmes to work on at home, nutritional advice, diet plans..and so the list goes on. With this in mind, your clients are all seeking different things, will place a slightly different value on your service and of course are all working to different budgets in terms of what they can affford.

Take a bottle of wine for example. Why is it that restaurants offer so many choices all positioned in a special wine menu for you to choose from? Why not just offer red or white at a fixed price? Imagine you’re taking your partner or a close friend out for a meal – it’s your treat. The wine list is presented to you and you’ve agreed on a medium red. The meals a special treat so you don’t really want to choose the cheaper house red but the exclusive wines at the other end of the scale look a bit on the pricey side. You swiftly agree on a bottle in the medium price range. Look closely and you’ll also find that surprise surprise there was the most choice here too.

The Price Conundrum

 

What you experienced in the restaurant was the careful art of pricing which we call the price conundrum, and it’s made up of 3 really simple things:-

1 – What do I want/need

2 – How much do I wish to pay?

3 – Is there something suitable on offer?

So how does this apply to setting your personal training prices?

Well the restaurant recognised that different people have different price points and by presenting a range of choices they maximise their wine sales by catering for all typers of customer.

After all when you glanced on the table to your left many have opted for the house red and the party of four to your right have chosen one of the most expensive choices. The restaurant carefully provides sufficient choice to cater for everyone whilst negotiating with you by offering the widest choice in the medium price range where it knows most of its customers choose to purchase.

Of course we’re discussing personal training not selling wine in a restaurant but the principles are the same. The skill behind your pricing is knowing that all customers who enquire with you will go through this pricing conundrum.

Setting Your Price

 

You now know that you need a range of options and services for your clients to choose from and that the majority will pick something in the middle.

Now it’s time to get creative. Imagine your personal training is that wine list. What does the house red look like? Perhaps it’s off peak times, your client travelling to you or group training slots. Now imagine the exclusive reds at the other end of the scale, what do they look like for your business? Maybe you’re including a programme to follow at home in between sessions, or a nutritional plan. Or perhaps you’ll be in more frequent contact with your client to support their motivation for change between visits. Now you’ve considered your service and pricing at the top and bottom end of your pricing scale it’s time to think about the middle part. Remember this is likely to be your bread and butter! Great tips to pricing here are to offer block packages of different durations. So for example a block of 5 personal trianing sessions is more expensive than a block of 10 and so on.

The Art of Negotiation

 

That brings us nicely onto the art of negotiation. Everyone in this day and age wants their money to go that little bit further so be prepared that your client may be looking for a better deal.

Remember the wine list method here and you won’t put a foot wrong. If the block of 5 sessions is a little more than they wanted to pay suggest that the block of 10 might offer better value. Here you’re negotiating your price based on something that’s of mutual benefit rather than simply discounting your earnings.

 

T – 0845 270 1990
E – info@aofp.co.uk
W – www.academyoffitnessprofessionals.com

Personal Trainer Courses London

Anita Lemon
Anita is a Course Director at the Academy of Fitness Professionals and joined the board in 2013. With a proven background in blue chip corporate management, training and development including Lloyds Banking Group, Prudential and Renault-Nissan she is committed to offering the very best student experience both in terms of education and value. Specialist qualifications spanning the past 25 years include; training and development, business management, finance and diet and nutrition. Anita holds a Diploma in Nutrition and she is a certified Metabolic Typing Advisor.
Previous Post Personal Trainer Courses – How to Find the Right One For You Next Post Customer Delight – Little Things Mean A Lot
  • Keeping fit in a cost of living crisis
  • fitness techFitness technology and the gym
  • How to earn a 50k + personal trainer salaryPersonal Trainer Salary – How to earn 50k per annum
  • Personal Trainer Courses10 Personal Trainer Qualities that Count
  • Leisure OpportunitiesGym Opening – Leisure Opportunities Post Covid

Categories

  • Exercise to Music
  • Exercises
  • Fitness
  • Fitness Instructor Certification
  • Fitness Instructor Courses
  • Fitness Technology
  • Fitness Training Career
  • Group Exercise Classes
  • Gym Opening
  • Healthy Living
  • Kids Fitness
  • Lockdown
  • Marathon Running
  • Nutrition
  • Personal Trainer Qualifications
  • Personal Trainer Salary
  • Personal Training Courses
  • Post COVID
  • PT Marketing
  • Rowing
  • Strength and Conditioning Courses
  • Weight Loss

Get In Touch

0845 270 1990

info@aofp.co.uk

Academy of Fitness Professionals Ltd
52 High Street
Pinner
Middlesex HA5 5PW

Registered In England No. 09074109

VAT No: 321847312

Facebook
Twitter
YouTube
Pinterest

Browse

  • Best Price Promise
  • What Our Students Say
  • Refer a Friend
  • PT Courses in London
  • Train to be a Personal Trainer
  • TOTUM
  • Get My FREE Fitness Guide

Our Blog

Keeping fit in a cost of living crisis

July 27, 2022Peter Lemon
Read More

Personal Trainer Salary – How to earn 50k per annum

July 6, 2021Anita Lemon
Read More

10 Personal Trainer Qualities that Count

July 1, 2021Anita Lemon
Read More

Gym Opening – Leisure Opportunities Post Covid

April 12, 2021Peter Lemon
Read More

Getting Started In Online Personal Training

July 15, 2020Peter Lemon
Read More

Newsletter

     

    I am interested in?

     

    Yes, I’d like to receive special offer codes and news updates.

    © Copyright 2020. The Academy of Fitness Professionals Ltd. All rights reserved.

    Terms and Conditions | Privacy Policy | Cookies Policy