Introduction
As a Personal Trainer, deciding how much to charge can be challenging. Far too often nowadays, Personal Trainers fall into the trap of setting their prices based on what their competitors are charging. They look at what PTs in the gym down the road are doing, undercutting their prices and hoping to attract clients by just being more affordable. This kind of approach can lead to a race to the bottom, where the focus becomes lowering prices rather than delivering more value.
Over the past 10/15 years, this is what has happened in the personal training industry, with some PTs charging as little as £15 per hour, which then makes it more difficult for more expensive PTs to justify their higher rates.
Here’s what this article will focus on: not setting your rates based on what everyone else is doing. Focus on delivering the highest quality, results driven personal training and reflect your prices on that.
What is the Problem with PTs undercutting prices?
When PTs base their prices on what everyone else is charging, it can saturate the market with lower cost, lower quality personal training services. In this race to the bottom, trainers start to cut corners to maintain profitability, not reinvesting in further personal training education, which is a key method to get ahead as a new personal trainer. In turn, personal training becomes a cheaper service rather than a highly professional and life changing opportunity for clients. The mindset of undercutting prices which is so prevalent devalues the skills and time of PT’s and can be why so many talented PTs struggle to charge what they are truly worth.
The solution is not to match lower prices though. It is to educate your clients on the value that you bring them.
Focusing on the Value you Provide
The real key to charging what you are worth as a PT is to stop focusing on price and focus on the value of the services you provide. When you focus on your value, your clients will understand the positioning of your rates as being higher than trainers who offer cut rate and lower quality services. Communicate this value to your new leads; what knowledge and experience can you bring to each session, and how can you personalise your approach to their needs, goals and current fitness level? Your prices should reflect the service you’re providing to potentially change someone’s life, improving their health and building their confidence!
Some of the touchpoints that you can relay to your potential clients with regards to the value that you provide as a PT include:
- Your Expertise: How many years of experience, education and training do you have behind you?
- Your Effectiveness: Clients are ultimately paying for results. Having some social proof that your programmes, sessions and services deliver results is always helpful in showing value.
- Your Attention: Communicating how you tailor workouts and programmes to specifically meet your clients’ individual goals depending on their fitness, lifestyle and challenges is key. Clients want a personal trainer who will give them individual attention, as opposed to a cookie cutter approach from a discount PT.
How much should you charge as a PT?
Whilst it is easy for us to tell you that you should charge based on the value that you provide, how should you figure out what that is worth? Let’s discuss some of the key factors that you should consider when deciding on your rates.
Your Experience
If you are newer to the industry, you may not be able to charge as much as someone with many years of experience, with further personal training qualifications or degrees. However, as you continue to gain experience, develop your skills and take on more knowledge, you should increase your rates accordingly.
Further Specialisation
If you have further specialisation, such as a level 4 qualification in strength and conditioning, your services can become more valuable to specific clients who require that expertise. They allow you to charge a higher premium because you are offering something that not every PT can!
Location & Target Market
Where you are located can play a large role in how you price your services. PT is larger urban areas such as London tend to charge more due to higher costs and greater demand. However, you should never base your prices solely on this basis. Whilst considering your location, think about who your ideal client is; who is your target market? For example, if you are targeting higher net worth people, they are likely to expect a premium service, and as such they are willing to pay more for this experience. If your target market can afford a higher price point, then do not hesitate to charge that, as long as you deliver the value that you promise.
Educating the Client
Even if you are providing the best value, some clients may still question your prices. This is why it is becoming more important to educate your clients about what they are paying for! Inform them of your experience; the fact that they are receiving years’ worth of knowledge and experience, delivered in a format and training method which is the most efficient to yield results from! Help them understand the time, effort and expertise which goes into every session and they will see why it is worth paying more for a better service.
Conclusion
Nowadays especially, it is becoming more important for personal trainers to stop focusing on what their competitors are charging, and start thinking about the value behind the service they are providing, and charging based on this.
Racing to the bottom of prices does not benefit anyone; in the long term, better PTs get less money and clients get a worse service.
If you’re a new personal trainer and you are wondering how you can provide more value for your clients and ultimately charge more, then be sure to check out our article on how to get ahead as a new personal trainer.
If you’re new to the fitness industry or perhaps a current Gym Instructor and you’re interested in becoming a fully qualified personal trainer, then take a look at our level 3 personal trainer course. Be sure to also take a look at all of our personal trainer courses.