Raising your prices

Reach out if you'd like more help or if you'd like to talk about what skill-set items you'd like to work on.

…and why not raising them is costing you more than you think.

Let’s be honest. Most fitness professionals and small business owners are undercharging.

You want to help people. You love what you do.But you're exhausted, underpaid, and stuck in this loop of “just one more client” to try and break even.

I work with trainers, studio owners, and educators across the country, and the question always comes up:

“Do you think I can raise my prices?”

The answer is yes — but let’s not do it blindly.There are three key things you need to get right when adjusting your pricing:

1. Understand the Profit Impact of Pricing

Your business is not a charity.If you’re not making a profit, you’re not sustainable.You’re not failing — you’re undercharging.

“Turnover is vanity. Profit is sanity. Cash is king.”

Profit is how you pay yourself.And if you're not making enough to eat, live, and operate — then it’s time to stop blaming your marketing, and start looking at your pricing.

Still uncomfortable? Ask yourself:

• Has your health insurance gone up?

• What about your massage therapist? Your nail technician?

• Has your booking platform or software increased in cost?

Your costs have gone up. It’s not unethical to match that.

2. Use the Value Equation (Not Price Wars)

Most small businesses believe this lie:

Lower prices = more sales = more profit

That only works if you’re a major chain with a volume model.You’re not Woolworths. You're a boutique brand.

What you need instead is a Value-Based Pricing Strategy.

💡 Enter: The Value Equation

(from Acquisition.com)

Value = (Dream Outcome × Perceived Likelihood of Achievement) / (Time Delay × Effort & Sacrifice)

You don’t need to lower your price.You need to increase perceived value.

So ask yourself:

• Have you upgraded your skills?

• Have you added new equipment, tech, or programming options?

• Are you reducing effort and time by solving real client problems?

If so, you’re not just worth more — you’re delivering more.Now you just need to learn how to communicate that.

3. Communicate the Change Like a Human (Not a Head Office)

Here’s exactly how I coach my clients through this process:

✅ Step 1: Set a date

Any new client after this date = new pricing. No announcement needed.

✅ Step 2: Communicate personally

For current clients:

• Write a handwritten letter or send a personal video

• Do not make it a public post. This isn’t a 20% off sale at Cotton On.

✅ Step 3: Explain the why with transparency

Examples of what to include:

• “I’ve invested in new certifications and equipment.”

• “My studio setup cost over $35k (most guess $2k).”

• “Software, rent, and session delivery costs are up.”

Make it clear:

“I want to continue offering you the best service, not cut corners. This small increase helps make that possible.”

And if someone truly can’t afford it?

Tell them to message you privately. You’ll find a way to help — because that’s who you are.

The Deeper Layer: Skillset = Value Delivery

Raising prices without growing your skillset? Risky.

But if you’re improving your:

• Technical skillset (training, rehab, coaching)

• Interpersonal skillset (connection, communication)

• Problem-solving ability (diet workarounds, time barriers)

Then you’re increasing:

• The dream outcome delivery

• The speed and ease of getting there

• The trust in you as the coach

That’s why higher-skilled trainers get higher buy-in.It’s not just what you know — it’s how confidently and clearly you apply it.

Final Thought:

You’re not selling sessions.You’re solving problems and changing lives.

If your service feels more valuable, then it is more valuable.And it’s time your pricing reflects that.

Want help reviewing your pricing or identifying what skillset to build next?Reach out. I’ve helped hundreds of coaches find the balance between integrity, sustainability, and profitability — and I’d love to help you too.