The first thing we have to understand regarding package/session pricing in the personal training industry is that this is more of a science than an art. Sometimes, I discover that new fitness professionals will set their packages and their charges based on what they offer by their competitors.
Notably, when your competition was establishing itself in the market several years ago, it probably engaged in the same practice. Dig deeper into it and you will discover that there was hardly any strategy to begin with. Probably that person/business set his/her price based on the perceived reasonable margin to earn after cost and in essence set the tone that everyone in the local area is now following. While not going into a tedious discussion of the basics of macroeconomics, this is one of the main reasons why the prices of personal training packages can differ significantly across regions.
Of course, I am not implying that you should not consider the prices of your competition, however. Research has revealed time and again that when the perceived value of an offering is compared to the perceived value of a competitor’s offer, the offer that looks cheaper will always be chosen. So, you have two options:
1. Lower your prices, cut your margins to the bone, and that is your value proposition or…
2. Better target and sell your unique selling point(s) so that there is no one else in the market.
In a previous article, I shared on how one can build their brand from generalist, specialist, expert through to celebrity to watch their income and earnings shoot up. So, I won’t digress into that rabbit hole again, but I can guarantee you that it is an indispensable guide to a long and successful fitness career. I will instead focus on how I would suggest you should think about pricing/packaging your products or services.
As for the package structure, I would like all my potential clients to agree on at least 12 sessions of personal training. My reasoning is that I prefer to work with people who are ready to make significant changes in their lives and who are willing to do it for the long term. I am not in the position where I have to onboard and sell new clients every single week, which is good for me. Besides that, it is also tiring to have to constantly run after people to collect money from them every few weeks, which is a game that one will definitely lose.
Now I never start with an “intro package” pitch but I always keep it handy just in case commitment is a problem. In those instances, I will offer six 30-minute sessions where I will use the plank as a way of marketing the bigger packages in future. The reason I use the plank is quite basic, most people’s cores are weak but after only 6 sessions they have probably doubled or tripled their time. That allows you to state in the last session, “As you can see Mike, although you can not yet see or truly feel the difference physically just yet, you can see that the process is working. In only six short sessions look at the improvements you made in your core strength alone!”
Pricing can be a bit more complicated though so please do not take this advice and run to change your prices without thinking about your specific situation and location. Going back to the quote I mentioned at the beginning of this article, “Pricing is branding,” You would prefer to be labeled as the best trainer in your area than the cheapest one. If you have clearly identified your specific and unique value propositions and can now be viewed at least as a specialist, You should price yourself $1 more than anybody else in your niche. The logic behind that is quite straightforward, prospective clients at the beginning of their buying cycle will first look for what the ‘lowest cost’ solution is and then compare it with the ‘highest value’ solution. In what way do you usually define the term ‘best’ when it comes to offers, usually, by going for the most expensive option.
You will find that there are two distinct advantages to being the price leader:
– You will create yourself (at least in the eyes of the community) as the best fitness professional in the region. This will open up many doors you are most probably not even considering. A local news station is looking for a story about fitness in your area, well they want to get in touch with the top of the top and who do you think they are going to contact? We need a speaker for the local fitness conference, well I’d rather bring in the trainer who is charging $100 per hour to speak to others rather than the trainer who can only charge half of that.
– What you will come to realize is that many people are willing to pay extra just to be associated with the top talent. If you can guarantee results why wouldn’t they?
To wrap it up, resist the urge to solely focus on price as a competitive differentiator. While it can be tempting to chase the “race to the bottom” to win clients, this approach can ultimately cheapen your brand’s value proposition. Instead, prioritize conveying the unique value you deliver to your target audience. Remember, your ideal customers are those who appreciate the expertise and results you bring to the table, and they’ll be happy to pay a premium for it.