If you’re wondering whether it’s time to raise your health coaching package pricing, this is your sign.
That pit in your stomach every time you quote your prices? The hesitation before saying your rates on a discovery call? The endless scrolling through other coaches’ websites, wondering how they confidently charge three times your rates? It’s time to address it.
Because here’s the truth: Pricing in the wellness industry is broken. While established health coaches charge $150-300+ per session, industry data shows most coaches start at just $50-75 which, if you do the math, is barely enough to cover business costs, let alone build a sustainable practice. This isn’t just about money. Undercharging impacts both you and your clients.
As someone who spends their days helping wellness professionals build strategic websites and magnetic brands, I’ve noticed something interesting: The coaches who successfully attract dream clients and build thriving practices aren’t necessarily the ones with the most certifications or years of experience. They’re the ones who’ve learned to properly value their transformation and communicate it confidently.
So let’s talk about how to price your health coaching packages. I’ll walk you through exactly how to:
No made-up success stories. No inflated promises. Just practical, proven strategies to help you price your services in a way that reflects their true value and attracts clients who are ready to invest in their health.
Let’s get real about what happens when you undercharge. This isn’t just about making less money – it’s about the ripple effect that impacts every aspect of your coaching practice.
When you charge $75 per session, after accounting for prep time, follow-up support, and business expenses, you’re likely making less than minimum wage. This leads to a vicious cycle: You need more clients to make ends meet, but more clients means less energy for each one. Less energy means reduced capacity to create transformative results. Reduced results mean harder to justify higher rates. And the cycle continues.
Let’s break down what your time is actually worth. For every 60-minute coaching session, you’re typically spending:
That “one-hour session” is actually closer to two and a half hours of your professional time. At $75 per session, you’re earning around $30 per hour before taxes and expenses. So you have to ask yourself: is that sustainable for the expertise you bring and the transformation you offer?
Here’s something that might surprise you: Higher prices often lead to better client results. When clients invest significantly in their health transformation, they show up differently. They’re more committed, more likely to implement your recommendations, and ultimately achieve better outcomes.
Think about it – have you ever signed up for a free challenge or low-cost program and then barely participated? Now compare that to something you invested serious money in. Which one got your full attention and commitment?
Forget everything you know about per-session pricing. When you price by the session, you’re commoditizing your expertise. Instead, let’s talk about creating value-based packages that reflect the true transformation you provide.
Think about the habits your clients are trying to change. Many have already tried the cheap meal plans, the generic fitness apps, and the one-size-fits-all programs. They’ve spent years cycling through quick fixes and temporary solutions. By the time they’re considering health coaching, they’re not looking for another budget option – they’re looking for real, lasting transformation.
This is why positioning matters so much in your pricing. When potential clients visit your website or hop on a discovery call, they’re not just comparing price tags. They’re weighing the cost of continuing their current struggle against the value of finally solving their health challenges.
When you structure your packages around transformation rather than time, everything shifts. Instead of getting stuck in conversations about hourly rates or session lengths, you open the door to deeper discussions about value and results. The question changes from “How much do you charge per hour?” to “How will this investment change my life?”
Your signature package should be comprehensive enough to deliver real results, but not so long that it feels overwhelming to potential clients. Here’s how to structure it:
First, get crystal clear on the transformation. What’s the before and after? A vague “feel better” won’t cut it. Be specific: “Go from constant afternoon energy crashes and sugar cravings to stable energy and food freedom, while losing 15-20 pounds without counting calories.”
Next, determine the timeline needed for real change. While many coaches default to 3 months because “that’s what everyone else does,” consider what your clients actually need. If your approach requires significant habit change or addressing root causes, 6 months might be more realistic for lasting results.
Your package isn’t just coaching calls. It’s an entire transformation experience that includes:
Core Coaching Sessions: These are your primary touchpoints for accountability and strategy adjustment. But don’t stop there.
Support Between Sessions: Decide how accessible you’ll be. Email support? Voxer messaging? Text access? The key is setting clear boundaries while providing enough support for success.
Resources and Tools: What additional elements will support your clients’ success? This might include meal plans, workout guides, meditation recordings, or journal prompts.
Community Support: Consider whether a private client community or group coaching component would enhance results.
Now for the number everyone wants to know: What should you actually charge?
Start by calculating your bare minimum viable rate. Add up:
Divide this by your ideal client capacity. This gives you your minimum monthly rate per client.
But here’s where most coaches stop – and it’s a mistake. Your minimum viable rate is just the starting point. Your actual rates should reflect:
Stop me if this sounds familiar: Your discovery call is going great. You and your potential client are vibing, they’re sharing their health struggles, and you know you can help them. Then comes the dreaded question: “So… how much do you charge?”
Your heart races. Your mouth goes dry. Suddenly all your confidence evaporates.
Let’s change that narrative.
The key to discussing prices confidently isn’t just knowing your numbers – it’s knowing your value. Here’s how to structure the conversation:
Start with their vision. Before mentioning any numbers, reflect back the transformation they’re seeking: “Based on what you’ve shared, you’re looking to resolve your digestive issues, get your energy back, and feel confident about your food choices. Is that right?”
Address the cost of inaction. Help them understand what it’s costing them to stay stuck: “How are these health issues affecting your work? Your relationships? Your daily life?”
Frame your program as an investment. Rather than jumping straight to the number, explain what they’re investing in: “My 6-month signature program is designed to help you achieve these exact goals through personalized support, proven strategies, and consistent accountability.”
Your prices aren’t just about the deliverables – they’re about the entire experience you create. This includes:
The Welcome Experience:
The Coaching Experience:
The Results Experience:
Perhaps the scariest part of pricing isn’t setting rates for new clients – it’s raising rates with existing ones. Here’s how to do it gracefully:
First, give plenty of notice. At least 30-60 days is standard. This shows respect for your clients’ budgets and planning.
Frame it positively: “I’m adjusting my rates to reflect the comprehensive support I provide and to ensure I can continue delivering the highest level of service to my clients.”
Consider grandfathering long-term clients at a slightly lower rate increase or offering them the chance to pre-pay for additional months at their current rate before the increase takes effect.
Some pushback is normal. Here’s how to handle common objections:
“That’s more than I expected…”
Response: “I understand this is an investment. Let’s look at what you’re currently spending on [supplements/gym memberships/specialty foods] without the guidance to use them effectively. My program helps you optimize these investments for real results.”
“I need to think about it…”
Response: “Of course, this is a significant investment. What specific questions can I answer to help you make the best decision for your health?”
Remember: Your rates are a reflection of your value, not your worth. When you price your services properly, you attract clients who are ready to invest in their transformation – and that’s better for everyone.
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Your expertise deserves a website that attracts clients effortlessly, while you focus on what you do best (hello, transforming lives!). Through strategic design and authentic messaging, we'll create a digital home that has your dream clients clicking "contact" faster than you can say "micronutrients."
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