Whether you’re a new coach or an experienced one, developing a pricing strategy is crucial to building a sustainable and profitable business.
But setting prices can be tricky. Too high, and you risk scaring off potential clients. Too low, and you undervalue your time and expertise.
Additionally, each sport type presents unique challenges that you need to consider. Here, we ask two experienced TrainingPeaks coaches for guidance on pricing strategies for running and cycling coaches.
Core Considerations for All Coaches
Before breaking down sport-specific models, it’s important to understand the foundational elements of a strong pricing strategy.
Define Your Offerings: Consider what services you’re offering. Are you providing fully customized one-on-one coaching? Group programs? Static training plans? Hybrid models? The scope of your offering should drive the price.
Know Your Market: Look at what other coaches with similar credentials and experience are charging. Consider your location, niche, and whether you serve beginners or competitive athletes. (Tip: if you’re having a hard time understanding your market your niche, this article can help: Creating Your Niche as an Endurance Coach.)
Tiered Packages: A tiered pricing model allows you to cater to athletes with different needs and budgets. Offer entry-level plans with minimal interaction, and premium plans for athletes who want frequent feedback and strategy support.
Time vs. Scale: Personalized coaching takes time. Templated plans and group programs scale more easily. Build your business model with both in mind.
Use of Technology: Tools like TrainingPeaks can add significant value. Consider including Premium athlete accounts or leveraging metrics-based coaching to justify higher price points. (Tip: Coach Paid Premium can add a lot of value to your business and your athletes, and it can save you money. Check out this blog to understand how: Why Coach Paid Premium Is More Valuable for Coaches and Athletes.)
Pricing Strategies for Running Coaches
By Kevin Goldberg
When setting pricing as a running coach, it’s important to account for the unique structure of the sport. Many athletes follow high-volume, time-based training blocks that demand consistent oversight but don’t always align with your typical hourly billing models.
Additionally, a large portion of the market, especially beginner or intermediate runners, tends to be more budget-conscious than their multisport counterparts. This makes flexible and scalable options essential for success and growth.
Suggested Pricing Models
- Basic ($75–$125/month): Access to pre-written training plans with limited feedback or interaction.
- Mid-Tier ($100–$200/month): Custom programming tailored to the athlete, with monthly check-ins and basic support/workout review.
- Premium ($200–$300/month): Fully personalized plans with weekly adjustments, unlimited communication, and detailed race strategy and logistics support.
Tips to Increase Value and Revenue
- Offer a variety of special offering packages
- 12-week marathon prep blocks
- Group coaching for specific events
- Dynamic semi-custom plans
- Some coach interaction
- Bridge the gap between static training plans and working with a coach one-on-one
- Annual models: 6-month packages for the price of 5 months. 12-month packages for the price of 10 months.
- Create race-specific training add-ons or bundle strength training, mobility work, or nutrition guidance.
- Use group coaching or dynamic templated plans to scale your coaching while maintaining quality
Pricing Strategies for Cycling Coaches
By Matti Rowe
In the cycling coaching world, three factors largely determine pricing:
- Degree of workout customization: At the lowest level, this is a generic group plan/training plan; at the highest level, it’s workouts individualized to an athlete’s iLevels (WKO 5 training zones)
- Degree of analysis: There is no analysis at the lowest level; at the highest level, there is detailed analysis at every level.
- Degree of communication: At the lowest level, almost none, maybe an email check-in; at the highest level, sometimes daily communication.
Suggested Pricing Models
| Feature | Basic Plan ($150/mo) | Mid-Tier ($399/mo) | All‑In Coaching ($1,200/mo) |
|---|---|---|---|
| Workout Customization | Generic training plan (pre‑built) | Personalized plan adjusted weekly | Fully customized, built daily around life + race needs |
| Training Zones | Classic Coggan HR or power zones | Custom zones (HR or WKO5 iLevels) | iLevels or model-driven zones with full adaptation |
| Plan Adjustments | Minimal or none | Adjusted as needed based on athlete feedback | Adjusted in real-time based on life/training/racing |
| Workout Analysis | None or brief glances | Weekly review + monthly summary | Daily analysis + full performance modeling |
| Communication | Monthly email check-in | Weekly messaging + 1×/month call | Daily feedback, unlimited comms, weekly/bi‑weekly calls |
| Turnaround Time | Within a few days | ~48 hours for feedback | Priority response within 24 hours |
| Additional Support | N/A | Some race strategy + nutrition suggestions | Full race planning, nutrition, strength, mental coaching |
| Ideal For | Self‑directed athletes with basic structure needs | Athletes needing accountability and moderate guidance | High performers seeking concierge‑level coaching |
Tips to Increase Value and Revenue:
- A la carte services:
- Sports Psychology
- Nutritional Guidance
- Technique/skills (if local)
- Strength
- Mobility (think back pain prevention)
- Tactical Masterclass
There’s no one-size-fits-all pricing model. The right strategy for your business depends on your time, expertise, clientele, and long-term goals. Regardless of your niche, build confidence in your pricing by delivering consistent value, communicating clearly, and leaning on tools like TrainingPeaks to add value to your offerings.
But the most important thing? Don’t undersell yourself. When athletes succeed under your guidance, they’re investing in more than a training plan—they’re investing in you.
