This Isn't a Hobby

Most coaches I talk to are undercharging.

Not by a little. By a lot.

And when I ask why, I get the same four answers:

"I need to match the cheapest gym in town, or no one will sign up."

"If I raise my rates, I'll lose clients."

"I'm still building my expertise; I'm not worth premium pricing yet."

"I want to be accessible to everyone."

Every single one of these is wrong.

The mindset problem:

Coaches treat their business like a hobby that needs to pay for itself.

Not like a profession that needs to sustain a life.

Lawyers don't price to match the cheapest legal aid clinic.

Doctors don't discount their services to be "accessible to everyone."

Because law and medicine aren't hobbies.

And neither is coaching.

What professional pricing actually means:

You figure out what you need to earn. Not what you'd like. What you need.

Then you work backwards.

If you need to take home a certain amount after all expenses and taxes, what does that translate to per session? Per client? Per month?

That's your baseline. Not negotiable. Not flexible. Not apologetic.

That's the number that lets you do this work sustainably.

And if that number feels uncomfortable, if it feels "too high" or "what if no one pays that", you're still thinking like a hobbyist.

Our pricing rule:

The only thing we give away for free is the initial consultation.

After that, the client pays full rate for all services.

We don't discount on price because we don't discount on service.

If you come to us, you get the full thing. The expertise. The attention. The methodology. The relationship.

We're not cheaper than the gym down the road. We're also not the same thing as the gym down the road.

That's the difference between commodity and profession.

What happened when we changed our pricing:

We transitioned from small group to semi-private as our primary offering. Better service. More attention. Higher price.

We gave every existing client a 4-week trial at their old rate. Experience the new programme. See if it's worth it.

Then, at the end of 4 weeks, they transferred to the new pricing.

We lost 2 clients.

Two.

Not because they couldn't afford it. Because they didn't value what we were offering enough to pay for it.

And that's fine.

We weren't trying to be everything to everyone. We were trying to serve the people who valued what we do.

The ones who stayed? They're still here. Years later. Because they value the work. And people who value the work don't leave over price.

The four objections, answered:

"I need to match the cheapest gym in town."

No, you don't. You're not selling the same thing they are. They're selling access to equipment. You're selling expertise, methodology, and results. Different product. Different price.

"If I raise rates, I'll lose clients."

Maybe. The ones who don't value what you do. The ones who were always going to leave for someone $10 cheaper. Let them go. You want the clients who stay because of what you offer, not because you're the cheapest option.

"I'm still building expertise."

You have more expertise than the person who needs your help. That's enough. You're not competing with the world's best coach. You're serving someone who needs a coach. Price accordingly.

"I want to be accessible to everyone."

Noble. Also unsustainable. You can't help anyone if you burn out because you're not making enough to live. Accessibility at the cost of your own sustainability isn't kindness. It's self-destruction disguised as generosity.

The shift:

Stop thinking like someone with an expensive hobby.

Start thinking like a professional.

Figure out what you need to earn to do this work sustainably. Work backwards to what that means per client.

Then charge it.

No apologies. No discounts. No "I know this is expensive, but..."

Just: "This is what I charge. Here's what you get."

And the people who value what you do will pay it.

When clients ask if you offer discounts:

"No. We don't discount on price because we don't discount on service. You're getting the full thing, the methodology, the expertise, the attention. That's what you're paying for."

When clients say you're more expensive than the gym down the road:

"We are. We're also not the same thing as the gym down the road. If you're looking for the cheapest option, we're not it. If you're looking for expertise in training adults over 50, that's what we do."

When clients ask if you can work out a payment plan or discount for them:

"The price is the price. If budget is a concern, we have [semi-private/small group] options at a lower rate. But we don't discount the service to make it fit; we offer different service levels depending on what works for you."

The bottom line:

This isn't a hobby.

Coaching is a profession. Law, medicine, accounting, and coaching are all professions that require expertise, training, and ongoing development.

Professions charge professional rates.

If you're undercharging because you're afraid of losing clients, you're going to lose them anyway when you burn out.

If you're undercharging because you don't believe you're worth it, you'll never build the confidence that comes from doing sustainable work.

Price like a professional.

The ones who value the work will pay for it.

Paul

P.S. One of the walls we address in the Legends Cohortis is sustainable pricing. Not what the market will bear, but what you need to charge to do this work long-term without burning out. If you're undercharging and know it, reply "waitlist" and I'll keep you posted on future cohorts.