Perfect Pricing: Unlocking Your Value in the Fitness Industry

In the digital fitness industry, pricing your services correctly can be a game-changer. However, most fitness professionals, including personal trainers and gym owners, might be getting it wrong. As a leading health and fitness marketing agency, Sean Garner Consulting will guide you to think differently about how you price your offerings.

Let's paint a common scenario. Let's say your in-person personal training session is priced at $100 per hour. You decide to create an online program which takes you 30 minutes to write and includes two 15-minute calls a month. So, that's about an hour's worth of your time, and you decide to price this product at $100. This is a common strategy amongst fitness professionals, but is it the right way to price your online service?

There are two significant issues with this approach. Firstly, you're still trading your time for money. With this model, your earnings are capped because there's a limit to how many clients you can see in a day. Secondly, and more importantly, you're losing focus on what your clients are actually buying – the result, not your time.

Let's simplify this with an analogy. In the in-person training scenario, if you were training someone five days a week at $100 a session, that would equate to $500 for five hours of your time. Now, if you could get the same client to achieve their goal (let's say losing 10 pounds in 12 weeks) by working out just three days a week, they would be spending less ($300) for the same result. This represents a significant shift when you take your services online - your clients aren't buying your time anymore; they're purchasing a specific result. It's about the transformation, not the transaction.

As a fitness marketing company with extensive experience, we want you to start viewing your services in terms of the results you can deliver. If you have compelling social proof and success stories, you have the flexibility to set your price at a point that you feel is reflective of the value you provide. Don't undersell yourself. In fact, most fitness professionals price their services too low. If you can confidently charge a client $1000 a month for an online training program, we believe you have the expertise to deliver ten times that value in return each month.

So, how should you go about determining the value you provide? It's more than just about the physical results. Michael Porter, an authority on company strategy and competitiveness, proposed that you can break down the value you bring into four categories: financial, emotional, physical, and spiritual benefits. This framework can be highly applicable in the fitness industry.

When it comes to financial benefits, your clients might find that after training with you, they're more mentally sharp and focused. They might be higher performers at work or spend less on healthcare due to improved health markers. Emotionally, you could be alleviating significant pain, stress, or self-esteem issues, providing a new sense of confidence, and aiding in the achievement of personal goals.

It's not about what you think these benefits are worth, but about how much your clients value them. Often, fitness professionals undervalue their services because they find it easy or natural to achieve these results. However, the simple tweaks you propose and your role as a coach could significantly change and even save some lives.

In the online fitness landscape, pricing your services is about understanding the value you provide in these four areas. By shifting the focus from time to results, you can increase your earning potential and better serve your clients. By becoming more than a guide for sets, reps, and diet plans, you can form deeper connections with your clients and truly make a lasting impact.

At Sean Garner Consulting, a recognized fitness marketing agency, we understand the challenges of the fitness industry and are here to provide superior fitness marketing services to help you grow and scale your online fitness business. You're worth more than you think, and it's time to charge accordingly.