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Pricing guide for coaches · updated October 2026
How to Price a Coaching Program: The Math Behind a Sustainable Practice
To price a coaching program, start from the income you need, divide it by the price of one program to see how many you have to sell, then check that your delivery time can handle it. Pricing per hour caps your income at the hours you can work. Here is the arithmetic, a calculator you can use, and what the math leaves out.
TL;DR
The core math: programs to sell in a year = income goal divided by the price of one program. Clients you serve at once = programs sold times program length in weeks, divided by 52. Per-session pricing makes both harder, because revenue then depends on the hours you can coach. Every figure on this page is an illustration of arithmetic, not a prediction or a promise of income: it says nothing about how many people will buy.
- Goal
- Annual revenue you want from coaching
- Programs per year
- Goal divided by program price
- Clients at once
- Programs times weeks, divided by 52
- Hourly ceiling
- Sessions per week times rate times working weeks
- Not in the math
- Conversion, drop-off, delivery time, costs and taxes
Why Does Pricing by the Hour Cap Your Income?
When you charge per session, your revenue is a simple product: sessions per week, times your rate, times the weeks you work. Suppose you coach 15 paid sessions a week at $150 for 46 weeks a year. That is $103,500. It also means 15 hours of paid coaching every single week with no slow ones, before you market, schedule or do anything else in the business.
The only ways to earn more are more hours, a higher rate or more clients booking at the same time, and the first one runs out. That is the ceiling people mean when they say pricing by the hour does not scale. A program changes the question from "what is my hour worth?" to "what is this result worth, and how many people can I serve at once?"
What Does the Arithmetic Look Like at Different Prices?
Here are three illustrations, each assuming a 12-week program and that programs run back to back. They show how the price changes the number of people you need. They do not predict that you will find them.
| Annual goal | Program price | Programs per year | Per month | Clients at once |
|---|---|---|---|---|
| $60,000 a year | $2,000 | 30 | 2.5 | 6.9 |
| $100,000 a year | $3,000 | 34 | 2.8 | 7.8 |
| $150,000 a year | $5,000 | 30 | 2.5 | 6.9 |
The pattern to notice is that a higher price lowers the number of clients you need but raises the bar for what the program has to deliver and for how well you can explain it. GrowthDay's own pricing article uses a bundle of about $2,000 a month per client as its example; yours will depend on your niche and your result.
Calculator: How Many Programs Do You Need to Sell?
Change the three numbers to your own. The results update as you type and nothing is sent anywhere.
Illustration only. It assumes every program sells at full price and runs back to back, with no gaps, refunds or drop-offs, and it ignores costs and taxes.
What Does the Math Leave Out?
- Conversion. Not everyone who hears your offer buys. If one in four consultations becomes a client, you need four times as many conversations as clients.
- Drop-off and gaps. Programs rarely run perfectly back to back, and some clients stop early.
- Delivery time. Seven or eight clients at once is real work. Check the hours before you check the revenue.
- Costs and taxes. Software, marketing, insurance and tax come out of the number.
- Demand. The calculator tells you what the business needs. It cannot tell you whether enough people want what you sell at that price.
Used well, the math is a way to see which part of the business to fix: the price, the length of the program, the number of clients or the number of conversations. It is not evidence that you are or are not a good coach. If the structure itself is the problem, our guide to the five gaps after year one is the companion to this one.
How Do You Choose the Program Price Itself?
- Name the result. What will a client be able to do or have at the end that they cannot now?
- Set the length. A defined start and end, often eight to twelve weeks, makes the offer easier to say yes to.
- List what is included. Sessions, materials, messaging support. Price the whole thing, not each part.
- Check the market. Look at what comparable coaches charge for a comparable result.
- Test it on real conversations before you rebuild the business around it.
Where Does a Class Fit In?
If you want these steps in a ready structure, Brendon Burchard's Life Coaching Class has a module on building a program and an offer and the math of a sustainable practice, plus one on what to charge. GrowthDay sells it for $47 with a bonus call with a certified coach and a 30-day money-back guarantee, and runs a version of the sales page for coaches who already have clients. We have not taken it, so this is a pointer and not a review. See GrowthDay's page for coaches who already have clients to check what is included and today's price.
$47 One-Time • 30-Day Money-Back Guarantee • For Coaches Who Already Have Clients
Coaching Pricing: Common Questions
How many coaching clients do I need to make $100,000 a year?
It depends on your price, so do the division. If a coaching program costs $3,000, you need about 34 programs sold in a year to reach $100,000, which is roughly three a month. At a $2,000 price you would need 50. These are arithmetic illustrations, not predictions: they say nothing about how many people will say yes to your offer.
How much should a life coach charge?
There is no standard rate. A better approach is to price the whole program against the outcome it delivers, then check the number against what comparable coaches in your niche charge and what your clients get for it. Avoid setting the price from your own bank balance or from how long you have been coaching.
Should I charge per session or for a program?
A program is usually more sustainable. Per-session pricing ties your revenue to the hours you can work and resets every week, while a program gives the client a defined result and gives you income you can plan around. Selling single sessions as a low-commitment way in is fine, as long as the program is the main offer.
Does Brendon Burchard's Life Coaching Class cover pricing?
Its sales pages say so: one module is about building a program and an offer and the math of a sustainable practice, and another covers what to charge. We have not taken the class, so we cannot say how deep it goes. GrowthDay sells it for $47 with a 30-day money-back guarantee.
Pricing a Coaching Program, in One Paragraph
Divide the income you need by the price of one program to see how many you must sell, then turn that into clients at once and check that you can deliver them. Price the result rather than the hour, because the hour caps your income. Treat every number as an illustration, and test the price in real conversations before you build on it.
How this was assessed: this is our own arithmetic and independent analysis. It is not written by or on behalf of GrowthDay or Brendon Burchard, makes no income claim and is not financial advice. The class mentioned was not taken by the author.
$47 One-Time • 30-Day Money-Back Guarantee • For Coaches Who Already Have Clients
What Else Should You Read Before Deciding?
GrowthDay Review: Is it worth $49 a month? What you get, the three recurring complaints, the ratings gap, and who should skip it.
GrowthDay Pricing: Every price we could find, reconciled: web vs app store, monthly vs Year of Mastery, and the upsell ladder up to $15,000.
High Performance Coach Certification Review: The $15,000 coaching certification: what the checkout fine print says about format, refunds and renewal.
ULTRA Mastermind Review: The 12-month mastermind with Brendon Burchard and Lewis Howes: what it includes and what it likely costs.
GrowthDay vs Mindvalley: Same annual price in the US, opposite philosophies: one coach every day, or a library of many teachers.
GrowthDay Free Trial and How to Cancel: How the 7-day trial bills, the plan change trap in the Terms, and how to cancel on the web, iPhone and Android.
Transformation Week Free Challenge: Brendon Burchard's free 5-day challenge, no card needed: what each day teaches and what comes after it.
Lewis Howes' Greatness Course: The free 3-day stream inside GrowthDay and the $29 course offer that follows: what each day covers and what the pages leave out.
Brendon Burchard's Life Coaching Class: The $47 class on building a coaching business: the three modules, the bonus call, the two sales pages GrowthDay runs and what they leave out.
Brendon AI Review: GrowthDay's 24/7 AI life coach: what it is, what it costs inside and outside the app, and where it falls short.
The 6 High Performance Habits: Brendon Burchard's HP6 framework explained habit by habit, with the book vs the app question answered.
The Brendon Burchard guide: the starting point, with the key facts on one page and links to everything above.
This is an independent review site. It is not the official GrowthDay website and it is not operated by, affiliated with or endorsed by GrowthDay, HPX LLC or Brendon Burchard. GrowthDay™ and the other product names mentioned are trademarks of their respective owners. We may earn a commission from subscriptions started through links on this page, at no extra cost to you. The Life Coaching Class itself is a one-time purchase, and we may not earn a commission on it: a commission is possible only if you later start a paid GrowthDay membership or a certification. The figures on this page are arithmetic illustrations, not predictions or promises of income. Prices, trial terms and features were checked on the official pages in October 2026 and can change at any time: confirm them at checkout.
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