Let me say something that might make you uncomfortable: if you’re charging $100 an hour for health coaching, you’re not just undervaluing yourself—you’re actually sabotaging your clients’ transformations.
I know. That sounds harsh. But after coaching hundreds of health practitioners through their pricing strategies, I’ve seen this pattern play out again and again.
The Dirty Truth About Hourly Pricing
When you charge by the hour, you’re sending a message that your value is tied to time spent, not results delivered. And here’s what happens: clients show up with a transactional mindset. They watch the clock. They treat you like a vending machine instead of a transformation partner.
But the real problem? People who pay less invest less.
Not just financially—emotionally, physically, and mentally. They skip the homework. They don’t implement. They ghost after three sessions when they “feel a little better” but haven’t actually transformed anything.
Then they tell their friends your program “didn’t work.”
The $997 Minimum Rule (That Nobody Talks About)
Here’s a framework that might shock you: your signature coaching program should never be priced below $997 for a 3-month transformation.
Why? Because anything less signals that the transformation isn’t serious. Would you trust a weight loss program that costs less than a new iPhone? Would you commit to a hormone healing journey that’s cheaper than a monthly gym membership you never use?
Your clients won’t either.
The coaches I work with who finally raised their prices to $1,250, $2,000, or even $2,500 report the same thing: better clients, better results, better retention. These clients show up. They do the work. They get testimonials worth their weight in gold.
But Rachel, What If Nobody Buys?
This is the fear that keeps health coaches stuck at $75/hour, burning out while wondering why their “passion” feels like punishment.
Let’s do some math. To make $75,000 a year at $100/hour, you need 750 billable hours—roughly 15 clients per week, 50 weeks a year. That’s exhausting, unsustainable, and leaves zero time for marketing, admin, or your own life.
Now imagine this instead: 8 clients per year at $2,000 each for a 3-month transformation. That’s $64,000. Same ballpark revenue, 95% less hustle, and infinitely better boundaries.
The question isn’t “What if nobody buys?” The question is “Am I attracting clients who value transformation, or clients who are just shopping for the cheapest option?”
The Psychology Behind Premium Pricing
When someone invests $2,000 in their health, something shifts. They take ownership. They show up prepared. They implement between sessions. They respect the process—and themselves.
Premium pricing isn’t about being greedy. It’s about creating the conditions for actual transformation.
Think about it: your clients spend more on their car payments, vacation packages, and kitchen renovations than they’re willing to invest in the body they live in 24/7. That’s not a money problem—that’s a messaging problem.
What You’re Really Selling
You’re not selling 12 coaching calls. You’re not selling meal plans or supplement protocols or Voxer access.
You’re selling the end of bloating that’s plagued them for a decade. You’re selling energy to play with their kids. You’re selling confidence in a swimsuit. You’re selling the ability to stop Googling symptoms at 2 AM.
What’s that worth? More than $100/hour, I promise you.
The Coaches Who Are Winning
The health coaches building six-figure businesses aren’t the ones with the most certifications or the prettiest Instagram feeds. They’re the ones who understand value-based pricing, package their expertise into signature programs, and charge accordingly.
They’ve stopped apologizing for their prices and started owning their worth. And their clients thank them for it—with results, referrals, and return business.
Ready to Price Like a Pro?
If you’re done playing small with your pricing and ready to build a sustainable, profitable health coaching business, I’ve created a comprehensive guide that breaks down exactly how to price your signature offers—with real examples, tiered pricing structures, and the psychology behind what makes clients say yes.
Download the FREE “How to Price Your Signature Offers as a Health Coach” guide and learn:
- The exact formula to calculate your program’s value
- Real pricing benchmarks from $997-$2,500+ programs
- How to structure payment plans that convert
- When (and how much) to raise your prices
- The mindset shifts that’ll help you own your worth
Stop leaving money on the table. Stop attracting tire-kickers. Stop burning out for $100/hour.
Download your free pricing guide here and start charging what your transformation is actually worth.
Your expertise matters. Your time is precious. Your work changes lives.
Price accordingly.
Rachel Feldman is a Certified Holistic Health & Nutrition Coach, Business Coach, and creator of “The Done For You Programs for Health Coaches.” She helps health coaches build profitable practices without the burnout. Connect at www.yourhealthcoachbiz.com
