As A Coach What Should I Charge for My Services?

Knowing Your Value – A letter to practitioners and coaches from our founder…

Hello all of you amazing practitioners, healers and coaches,

After teaching and training thousands of coaches and practitioners around the world as well as having been in private practice myself previously for over 25 years, I know that figuring out what to charge for your services can sometimes feel confusing and overwhelming. It is a time when many start to feel a bit of ‘imposter syndrome’ and begin questioning their own value.

As health coaches, life coaches, somatic practitioners, hypnotherapists, nutrition professionals and nutrition coaches, and complementary wellness and health practitioners it can be overwhelming to set the rates you charge for your services. One of the most common concerns I hear from students is:

“How valuable are my services really?”

“Is my fee really worth it to clients?”

The answers are yes, and VERY worth the cost!!

Just think back to a significant emotional or physical health challenge you may have faced, or a major life transition such as divorce, grief, starting a family, changing careers, finding your purpose, managing stress, or restoring balance to your life.

Now ask yourself:

What amount of money would have been worth it to resolve that challenge in a balanced, effective, and sustainable way?

For most people, the answer is far more than they initially think. The biggest road block you may be facing in your coaching practice might be your own mind set.

The Problem with Hourly Thinking

Many practitioners and coaches make the mistake of pricing their services based on how much time they spend with a client. They ask themselves:

“What is an hour of my time worth?”

But clients are not paying for your time.

They are paying for:

• The transformation you help create
• The expertise you have accumulated
• The education and certifications you have invested in
• The years of life and professional experience you bring
• The accountability and support you provide
• The confidence and clarity you help them gain
• The results they may not have been able to achieve on their own

Nobody pays a surgeon for the hour of surgery.

Nobody pays a consultant for the hour of advice.

Nobody pays a coach for the hour-long session.

People pay for outcomes.

Your value lies in the change you help facilitate.

The Hidden Cost of Staying Stuck

When clients are considering your fees, they are not simply comparing your services against doing nothing. Whether they realize it or not, they are comparing your services against the cost of remaining stuck. Consider the potential costs of unresolved challenges:

Physical Health

• Chronic fatigue
• Poor nutrition
• Weight gain
• Burnout
• Increased healthcare expenses
• Reduced quality of life

Emotional Wellbeing

• Anxiety
• Stress
• Relationship conflict
• Low confidence
• Lack of fulfillment

Life and Career

• Career dissatisfaction
• Poor work-life balance
• Lack of direction
• Missed opportunities
• Reduced earning potential

When viewed through this lens, investing in support often becomes one of the highest-return investments a person can make.

Remember What You’re Really Selling and Offering

Many practitioners accidentally offer and sell sessions. Instead, offer and sell a process.

Don’t sell:

• One coaching session
• One hypnotherapy session
• One nutrition consultation

Sell:

• A confidence-building program
• A stress-reduction journey
• A weight-loss transformation
• A life-purpose discovery process
• A resilience and wellbeing program

People are much more likely to invest in a clear outcome than a collection of appointments.

Why Charging Too Little Can Hurt You AND Your Clients

This may sound surprising, but undercharging doesn’t just negatively impact you, it can actually reduce client success. When people make a meaningful investment in themselves, they often:

• Show up more consistently
• Follow through on recommendations
• Complete assigned exercises
• Take the process more seriously
• Stay committed during difficult periods

Of course, pricing should always be ethical and appropriate but charging so little that clients do not fully value the process can unintentionally undermine their results.

While rates vary significantly by specialty, experience, location, and niche, the following ranges reflect common pricing structures in today’s coaching and wellness marketplace.

New Practitioner (0–2 Years)

Private Sessions

• $100–$150 per session

3-Month Program

• $750–$2,000

Established Practitioner (2–5 Years)

Private Sessions

• $250–$400 per session

3-Month Program

• $3,000–$6,000

Experienced Practitioner (5+ Years)

Private Sessions

• $400–$550+ per session

3-Month Program

• $7,000–$10,000+

Specialized or Premium Experts (Advanced Trained Practitioners – Master level practitioners or practitioners with high demand niches such as longevity or somatic healing)

Practitioners with extensive expertise, advanced credentials, strong client outcomes, corporate experience, media exposure, or highly specialized niches often charge:

• $500–$1,500+ per session
• $10,000–$25,000+ for premium transformation programs

My Recommendation

For most coaches and practitioners, I recommend moving away from single-session pricing and creating structured programs instead.

For example:

Foundational Package

• 6 sessions over 3 months
• Email support
• Resources and exercises

Suggested Price: $1,200–$2,500

Transformation Package

• 12 sessions over 6 months
• Ongoing support
• Personalized action plans
• Accountability

Suggested Price: $3,000–$7,500

Premium Concierge Package

• Priority access
• Extended support
• Personalized protocols
• High-touch experience

Suggested Price: $7,500–$20,000+

Programs create better client outcomes, more predictable revenue, and a stronger practitioner-client relationship. The wellness, coaching, and complementary health industries often attract some of the most caring people in the world. Many enter this work because they genuinely want to help others.

But remember this:

You cannot sustainably help others if you are constantly struggling financially yourself.

Your fees are not simply compensation for your time.

They allow you to:

• Continue your education
• Improve your skills
• Support your family
• Build a thriving practice
• Reach more people
• Make a greater impact in the world

Never apologize for charging appropriately for a service that creates meaningful change. The right clients are not looking for the cheapest solution. They are looking for the most effective one. Know your value. Communicate your value. Stand confidently in your value. The people whose lives you are meant to change are waiting for you to do exactly that.

That being said, it is also important that as people in the helping and healing fields you do not perpetuate that wellness is only for the wealthy and privileged. You can absolutely thrive as a practitioner financially by following the recommended pricing above while ALSO creating support and accessibility for those who can afford these prices.

You can create pockets of time where you also offer:

• Group sessions for a lower rate
• Group programs for 8 or 12-weeks that facilitate transformation and achieving outcomes while also being more financially accessible
• Offer a few sliding scale or pro bono options

 

These will allow you to continue your heart centered work facilitating healing and wellness for ALL while still thriving personally.

 

If you are interested in facilitating any of the group programs that we offer you can find the books with the curriculums in our shop https://iwacoaching.com/shop/

and if you are interested in learning more about our different certification courses offered online you can click here https://iwacoaching.com/programs/

In Wellness,

 

Dr. Rachel Eva Dew

*You can read more about myself and other IWA instructors here https://iwacoaching.com/about-iwa-instructors/