What’s your worth? How to set rates as an independent pro
How much are you worth?
No, really.
When shopping, our mindset immediately - in nanoseconds - equates the cost of something with its value to us.
Before we take a thing home (moisturizer, groceries), eat it (pizza slice, cinnamon roll), or commit to it (Netflix, car terms, monthly rent), we reverse enjoy the anticipated experience - putting our assumptions about the pleasure or benefit it will give us before we actually partake of the thing itself.
Price is as much PSYCHOLOGY as actual numbers.
Let’s bring it into fitness/ wellness:
If I told you a trainer charges $500 per hour, what assumptions IMMEDIATELY come to mind?
(take a minute and actually think about it….be honest!)
Did you also think to yourself:
“Wow, they must be REALLY good!”
“They must be insane.”
“What a con-artist!”
“I wonder what theyre doing that I'm not?”
“I should study with them.”
“Their clients must be loaded.”
“How dare they? They’re ruining the industry and making it unlivable for the rest of us.”
“They must have 1MM followers on social media.”
“They’re probably peddling THC protein collagen-infused gummies on TikTok and are not REALLY a trainer!”
All of these are, well…right! Why?
Because it’s the story we TELL about price more than price itself.
Let’s try another example:
A Pilates teacher charges $65 per hour in NYC, whose typical rate for a private session across all studios surveyed, is $130/hr.
What do you assume about the teacher?
“They’re desperate.”
“They’re an apprentice only.”
“They are probably not certified yet.”
“It must be an intro deal, and then they’ll jack up the price.”
“Must be Mat only, not all equipment.”
The Point Is: Price Tells a Story
Many fitness + wellness professionals assume that price simply reflects what the market bears around you. This, however, is wildly uninformed from sales training, knowledge, and industry expertise,
If you set your price by asking what others around you are charging, and then position yourself as you see fit (based on experience, years of studies, your niche market, how in demand you are, etc.) you’re not alone! We all have done it.
If we pull back the covers tho, that is a POSITIONING exercise more than a PRICING exercise.
What this does NOT take into account are key financial objectives for your business as a working independent fitness and wellness professional. How much money do you want to make this year? How many hours can you work? What’s the cost of providing a session: marketing to acquire clients, a technology stack, billing software, continuing education, fitness studio rental, etc. The problem with ONLY using around what others charge is you DON’T know all relevant data that informs their situation, let alone what’s on their tax return.
So, what’s a better way? What should independent fitness and wellness pros do to set their rates?
Key variables to consider:
Price as story - how does your pricing reflect your positioning from a marketing perspective
Price as income - what do you need/want to make this year?
total income
monthly income
weekly income
number of sessions per week
Price as a Behavior and Coaching Tool
This is a bit tied to the price-as-story bullet above, but we’re putting it here because it’s super important for private trainers.
A single session is a VERY different commitment than a year-long membership, or even a package of 10 sessions. How does your price spark behavior and help create healthy habits for your clients? Price is not only a market-facing sales tool, but it’s also a deeply personal lever that reminds clients not only the value of their work with you, but their ongoing investment in their greatest asset - themselves.
Are you pricing for a trial to get someone in the door? Or to get a recurring long-term client at a rate that’s mutually beneficial for both of you?
You can also use our Trainer Calculator. Great for independent Pros who are sorting out what consolidating their practice means for their life. A quick and easy tool to crunch #’s and make some decisions.
Bodies may be tricky, but your business doesn’t have to be. We’re here if you want any help!
Oh, and if you enjoyed this, we have more! And, it’s super hands-on. Join our Making Moves™️ Series to hear from incredible, inspiring experts who are here to help you level up.
Be Independent, not alone. See you soon!
Frequently Asked Questions:
How much should a personal trainer charge in NYC? Independent personal trainers in NYC typically charge between $120 and $275 per hour for private sessions, depending on experience, certifications, niche specialization, and clientele. Rather than just matching competitor rates, trainers should calculate their target annual income, factor in expenses like gym or studio rental, and set a rate that makes their business sustainable.
How do independent Pilates teachers set their rates? Pilates teachers should consider three factors: positioning (what your rate signals about your expertise), income goals (working backwards from your annual target), and client behavior (whether your pricing encourages long-term commitment). In NYC, private Pilates sessions typically range from $110 to $275 per hour for independent practitioners.
Should I offer package pricing or charge per session? Both have a place in your business. Single sessions work for trials and new client acquisition, but packages and recurring commitments drive better client outcomes and more predictable income. Consider offering a single-session rate alongside discounted packages to incentivize long-term commitment.
What expenses should independent fitness professionals factor into their rates? Common expenses include: studio or gym rental space, liability insurance, continuing education and certifications, billing and scheduling software, marketing and client acquisition costs, taxes (including self-employment tax), and professional development. Many practitioners undercharge because they only benchmark against competitor rates without accounting for the full cost of doing business.