How much should you charge for your online training?
And once somebody buys it, what do you even give them?
We talk about all of that.
Coming up next on the Entrepreneur Podcast, do you want to
create market or skills, sell your online fitness business?
My name’s Sean Garner, and here we give Real Fit Pros the
tips, tools and strategies they need to succeed online.
Welcome to the Entrepreneur Podcast.
What is up, guys?
Sean Garner here with the Entrefit podcast.
It’s your first time hanging out with us.
Hope this adds lots of value for you.
The whole purpose of Entrefit and this show that we do here
is to help the Real Fit pros go from being just another fitness
coach to a successful fitness entrepreneur.
We do that by giving you the tips, tools, strategies, blueprints
and frameworks that you need to build a successful fitness
business and with creating your business.
One of the things you have to do, especially when you’re
creating your online product, is your online coaching program,
is, what do I even charge for it?
And there’s so many different ways that you can price and
package things together.
What I have found is oftentimes people just need permission
on what they’re allowed to do or what somebody else is doing
so that they feel empowered to go and do that same thing.
So what I did is I collected just three of my clients one
sheet and we’ll explain a little bit later what a one sheet
is and what they packaged together.
So you guys can hopefully be encouraged by this.
So starting out with when it comes to pricing and creating
your offer, what you have to realize is there’s kind of three
different buckets, if you will, one would be like a low ticket
subscription. It’s going to be anywhere from $7 a month up
to, like 30 40 a month, $50 a month.
Let’s say something like that.
Let’s take a subscription.
The second bucket you’re going to have is going to be some
type of medium ticket price that’s going to be probably that
50 to upwards of $99, maybe $129 a month for that, then anything
over that would be what I would consider like a high ticket
program. And that’s what I honestly kind of push most people
to whenever they’re first starting out online.
Reason being is it’s a lot easier to after you set a high
anchor point or a high price point or something to down sell
and give a lower experience or less touch points and access
to you than it is to start off by trying to grow something
that’s low ticket and then needing to show the increased
perceived value of that higher ticket thing.
If you’ve been selling a $30 a month program, giving these
great workouts and getting results for people, now you’re
trying to sell something that’s like four or $500 a month.
It’s really difficult to show the consumer all the extra
benefits they’re going to get with that huge margin of price.
So I always recommend people starting on the high side and
then working their way down as their business grows.
I always tell people the magic numbers.
Once you’ve made $100,000 with your offer, then you can start
adding in other tiers and other pricing models, but make
at least $100,000 because sales solve most problems.
And if you’re making that kind of money, most fitness professionals
are going to be very happy with that.
Then they’ll start looking at doing those other things.
Other reason why I say to start with the higher price point
thing is because most people, at least most of the people
that are reaching out to me if they don’t have experience
and they’re looking to add new revenue streams typically
means they don’t have a large distribution distribution would
be like a customer list.
It would be social media followings.
It would be email list.
It would be text messaging list people that we can sell something
to if we don’t have a large pool of potential clients, that
means we have to have extremely high conversions in order
to sell something at low price to make any money.
So it’s a lot easier again, sell something at a higher price
point so we can get sales coming in.
So that’s kind of my thought process.
I push everybody towards a high ticket, or I call it online.
One on one personal training because a lot of pros fitness
coaches, you come from personal training.
You’re running gyms, you’ve done group fitness and stuff.
So doing one on one custom programming is easy for you, and
it just makes sense.
And like I said, it also doesn’t take very many clients to
make pretty good money.
And so speaking of that, what I do is right here.
I’ve got a couple of my clients.
I call them one sheet.
So what a one sheet is once you create your offer, I have
all my clients put it on a one sheet.
Some of them will give this to their potential leads as they
Most of them just use it as a template or a script for their
So they remember to say the same thing every single time,
and they embed this in part of their sales script.
One sheet is nothing more than literally one sheet of paper
or in this case, a Doc that talks about all of the features
and benefits of your coaching program and the price point.
They’ll also use little notes down at the bottom.
So since this is their business, they’re going to know their
numbers well enough.
So they’re going to know what they’re willing to do as far
as, like different package options and stuff like that for
clients. But I got three of them.
And what’s very interesting about this to me is I had three
of my clients.
I just reached out to him today and said, hey, send me your
I would like to talk about it this week on the podcast.
All three of them offer literally the exact same thing as
far as deliverables to client, as far as the delivery method,
like the apps and services and stuff that they use.
But they’re all three different price points.
They’re ranging anywhere from 300 a month to $600 a month.
But they’re selling the exact same thing.
Another thing that’s interesting about it is the person with
the smallest social media following and customer list is
actually the one selling the $600 a month program.
And so just to give you an idea, like if you’re looking for
permission, here’s your permission.
So whenever coming up with your price, there’s a couple of
different things that I have clients do, and I want to make
sure two of them are good.
One of them is bad.
Don’t do the bad thing.
But unfortunately, the bad thing is what most fit pros do
when they’re trying to package up their offer.
So the two good things are and where I kind of have most
people start is one you have to take everything that you
have. Maybe you’ve already created some guides, some ebooks,
maybe you already have nutrition templates you give to your
clients, recipe guides, cookbooks and stuff like that.
Package all that stuff up and then say, what is the price
What is the value of that?
Then make your price that way.
I know it sounds simple and dumb, but people just don’t think
this way the second thing.
And this is kind of where most fit pros probably fall into
because they haven’t created anything before.
They don’t have an existing business.
They’re an independent trainer or gym owner, and they’re
looking to add an online revenue stream.
Second thing to do would be determined the price point.
You want to sell this thing at and then package it full of
value until you reach that price point.
Again, it seems super simple, but until somebody’s broken
it down and giving you permission to do that, most people
don’t do that the third way to determine your price for your
online offer, which is what most people do.
Which is the biggest mistake is they based it upon the amount
of time they’re giving the client or the amount of time the
program will take to create based upon their current session
rate. So what that means is let’s say you’re charging $100
an hour right now for personal training, and you know that.
Okay, let’s say I’m going to write them a program, and it’s
going to take me 30 minutes to write a program for somebody.
So that’s about $50.
And then I’m going to do 15 minutes check.
It ends every week.
So that’d be another hour.
So there’s $100.
So I should sell this program for $150 because it takes an
hour and a half of my time.
And so it’s one and a half sessions.
That’s a horrible idea.
Why that’s a bad idea is because all that’s going to do is
again, it’s falling into one of the traps.
And one of the negatives of in person business is trading
your time for money.
If you just took an hour and a half of your time and now
you’re selling it for the exact same amount of time.
Well, there’s no benefit or scalability by now going online.
Yes, you could make the argument that it’s a little bit easier
because you can write those programs at any time.
And most peak sessions are in morning and evening.
It still doesn’t matter.
You’re trading your time for money.
That is the worst way that you could think about pricing
your offer, because that is not scalable.
You’re eventually going to get to a point to where you can
only take in so many clients just like you’re in person business
because there’s only so many hours in the day.
So when you’re making your price, do not base it upon your
current hourly rate that you charge for sessions or even
your local market.
Because one of the pros about online is you’re not confined
to a local market or local price point.
This is something that I learned in the real world.
Whenever I went from being a gym owner in Oklahoma to a personal
trainer in Miami to where Oklahoma, I was struggling to sell
$50 an hour sessions.
And then in Miami, I’m having to sell $150 an hour sessions.
I didn’t get any more skills during that time.
All I did was I was put into a market that values health
and fitness more.
And so because there is more demand and more value that was
sought after those things, the price naturally went up.
I didn’t become a better trainer just because I moved to
a different city.
But the marketplace determined the value and they put more
of a premium on it there.
That’s one of the big pros about online coaching and having
an online revenue stream for your fitness coaching business
is because marketplace determines the value.
If you are from a small town, if you’re from Oklahoma, like
I was with some small town in the Midwest, it’s really easy
for you to get what your value is when you go online because
you’re not determined by your local market anymore.
We’ll say it takes a lot of kind of determination and mindset
shifts to fill the confidence to charge those price points.
But once you get your first one, now you’ve realized the
marketplace determine the value.
They see the value because, you know, you’re actually going
to get results for people, and it’s honestly, it’s like a
Once you get the first one, then it just keeps rolling.
This is what I would say.
If you are looking to add an online revenue stream, you’re
wondering how I should price this or what I should charge
this. What I would do is set a price point that you want
For example, I will give you one of my coaching clients.
Her name is Carrie Van, does not have a large social media
following at all.
I think she has, like, maybe 150 followers on Instagram,
so it’s not like she’s a big influencer and she had this
huge customer list.
What she did, though, is she’s really great at what she does.
So one quick side note, if you guys are watching me, hopefully
it’s giving you value.
Maybe you’re looking for a fitness business coach.
You’ve hired one in the past.
If they tell you this, they’re lying to you, but a fitness
business coach, they will not make you better at your craft
or your art.
Some will teach you how to manipulate the system to make
it look like you’re better than you are.
But I think that is dishonorable who I want to work with
and who, hopefully I’m speaking to.
Now listen to the podcast and everything is somebody that’s
really good at what they do.
If you’re really good at what you do.
In my opinion, it’s easy to make incredible money online.
Once you learn how to craft your messaging, connect with
your community, build this offer out and then the systems
But if you’re not good at what you do and you can’t get results
for people, eventually, your business is going to go flat
because you’re not able to deliver results for people.
This client that I work with.
Her name is Carrie.
She’s been in the fitness industry for, I want to say, 15
She works with the elderly that have movement issues and
everything. So she’s really great at what she does and why
I like using her as an example.
She has no social media following, so she’s not a big influencer.
In fact, whenever we first started working together, we had
to teach her, like, just how to do basic social media posts.
Her accounts were all set to private, was doing no content
or anything online.
Second thing is she works with a demographic that is like
55 and up.
So it’s not like these are the people that are scrolling
through Instagram and everything all day or spending all
their time on social media.
So she’s got that.
And plus people that you would typically would think would
be more resistant or hesitant to doing an online offer or
online coaching product.
Yet what she does is she sells it for $600 every four weeks
and she’s doing great with it.
She’s making more money from this and she was doing in her
in person business, and it’s solely because she follows some
basic systems that we put in place.
She’s super clear with her message.
She connects with her community, and whenever you’re super
clear about who you help and what you do, you don’t need
a big following.
It’s really easy to go find those people.
It’s really easy to get referrals and it’s easy to look like
an expert whenever you are clear about who you help with.
So she has this amazing offer.
She gets incredible results, which gets her tons of testimonials,
which gets her more clients into our system and her lead
pool and what she gives to them for $600 every four weeks
is a custom coaching program that she delivers through an
app. I believe the one she uses is either Trainerize or true
coach. I think she uses true coach.
Then she has some documents that she’s created as far as,
like goal setting, nutrition, some mindset, some sleep strategies
and stuff like that that are just some PDFs that she’s put
together and made in Canva.
And then she does weekly check in calls every 15 minutes,
and she just checks on them via like a FaceTime or Zoom or
Facebook Messenger video call or something like that.
It’s not about the delivery of Bulls, it’s about the results.
She gets people amazing results.
It doesn’t matter how flashy the app is.
She didn’t shoot all of these videos in like, this high production
studio, but she’s making six figures just from doing the
right things in the right order and being extremely clear
and having an offer that’s priced in a way that shows her
value. And whenever people are paying a higher price point,
they’re buying into the program more.
And it’s just better for everyone.
When you’re actually out there serving your clients, they
will pay you for it whenever you’re getting them results.
So one quick side note, I’ll say, is why another thing that
I have clients do is I have them price every four weeks versus
I started doing this three or four years ago whenever I was
doing Project dad bought.
Reason being is there’s two, one you make more money and
then two, it’s so much easier to program.
So one, you make more money if you’re billing every four
weeks, there’s 52 weeks in a year, but there’s twelve months.
So if you divide twelve times, four would be 48.
So you get one extra payment cycle a year from it.
So in a customer’s mind, they don’t think a difference between
four weeks and one month.
But you’re actually getting an entire month of revenue more
for the year.
Second reason, this is honestly the big reason why I did
it is just because I got sick of the logistical headache.
Somebody joins your program, they pay for four weeks.
You give them a four week program.
It doesn’t matter what day of the week the month starts on
as soon as they start.
Your four week starts.
So whenever you’re programming out, you’re doing week long
blocks as soon as the four weeks is up.
And it’s so much easier to just dump in another four weeks
to do so.
Yeah, that’s a quick side note on why I have people do that.
It’s just so much easier logistically for your programs,
and then you make more money in the end.
So, man, I hope this episode added a lot of value to you
Just wanted to give you guys some thoughts to do what I would
recommend you do.
I said I was going to talk about this, but I don’t want to
take up too much more time.
Here is put all this stuff on a one sheet.
One sheet is just one sheet where it lists all the features
Talk another episode about features and benefits in the future.
But quick note, benefit is how it’s going to actually help
The feature is what the thing you’re actually is.
So you always want to list the benefits and the features
with everything that you do.
So that way, when you’re talking about it, it’s not just,
oh, I give you a custom program, custom nutrition, one on
one coaching calls and some mindset guides, stuff like that.
Those are all features you want to lead with the benefit
and then talk about the feature that comes with it.
So the benefit would be never feel confused at what you should
be eating when you go out.
That’s the benefit with my feature with my Eating Out restaurant
and nutrition guide.
And you’re talking about the feature.
So you always want to tie in a benefit to a feature.
Tons of stuff on that, and we’ll do a whole nother episode
on that, because when you learn how to talk about what you
do, it makes it so much easier to sell because you don’t
have to sell.
You’re just showing how you’re serving and helping people.
So that’s what I got for you guys today, except one extra
bonus for you.
I want to share what we do in the odd coaching program, and
I want to share Ms.
Ashley has been in the coaching program now for just under,
I think four, maybe five weeks and having great results.
So let’s hear about Ashley’s story and what we’re doing with
her at entrepreneurcoaching.
My name is Ashley Vargas, and I am a strength coach with
a specialty in power and Olympic lifting.
I’ve been coaching for eight years, and historically, my
business has been 100% in person in a brick and mortar facility,
and I made the decision that I no longer wanted to trade
my time for money.
I’ve been doing that for way too long, so I decided to take
my business 100% online, having the experience and knowing
how to run a coaching business in person.
I knew that the skill set to do that online was going to
be a little bit different.
So I wanted to make sure that I was starting my business
out with a solid foundation.
So with that in mind, I decided to interview a few business
coaches, and in that process, I met Sean Garner and what
I really liked about Sean compared to several of the other
business coaches that I interviewed was his program is not
a cookie cutter program.
This is your six week program.
This is your twelve week program.
And then after that predetermined amount of time, then that
coaching relationship ends, his program is completely customized
to the need of that particular client.
So in my case, it was really starting from ground zero and
building that foundation.
And as my business continues to grow, he is going to be with
me every step of the way, helping to provide the tools and
provide the insight in order to continuously grow and build
something that’s going to be successful.
What really surprised me in the beginning was with the little
work that we did just with establishing who exactly my ideal
client is and really catering my online community to those
I was able to gain six brand new clients that were my ideal
clients or pretty close to it anyway, just with some work
on my social media pages.
So the next steps from here are going to be building up the
website and doing some of those other bigger things.
But just the success that I got so quickly just with the
small changes that I had implemented into what I was already
doing made such a huge difference and really solidified that
I made the right choice to go with Sean.
If you are considering a business coach or considering transitioning
your in person coaching business to online, I would definitely
recommend working with Sean.
He will set you up for success from the very beginning, and
it’s going to be that guide in order to help you through
that process, man.
So I love what I do because I get to work with awesome people
And if you are a real fit pro and you are looking to go from
being just another fitness coach to a successful fitness
entrepreneur, and you actually want to build a business that
serves you and your goals.
I would love the opportunity to work with you.
Visit our website.
Com it’s E-N-T-R-E-F-I-T coaching.
Com click schedule a call with me.
I’m personally going to call you.
It’s not going to be out of my team.
We’re going to talk.
We’re going to do a deep dive over your business, see if
this would be the right fit for us to work together.
But more importantly, show you the three step framework that
we use to build successful fitness in this business.
For real coaches like yourself, have an awesome day, guys.
We’ll see you on the next one and talk soon.