Sophie Bennett
Why online consultations need their own pricing logic
Online consultations are not simply in-person sessions moved onto a screen. There is no travel, no gym floor to manage and no kit to set up, which is why some trainers price them too low. But a good consultation involves reviewing questionnaires, watching uploaded videos of a client's squat or run, preparing a plan and writing up notes afterwards. That work is real, and it is the reason a consultation can carry a healthy price tag even though you never leave the house.
The other challenge is comparison. Your client can find free workouts and free advice within seconds, so your price has to reflect something they cannot get from a search engine: a plan built around their body, their schedule and their goals, explained by someone who has listened properly.
Build packages around outcomes, not minutes
Clients find it easier to pay for a result than for a duration. Instead of advertising "60-minute video call", name the package after what it delivers.
- Movement MOT – a 45-minute video call, a pre-call questionnaire, video analysis of two exercises and a one-page summary with three priorities.
- Programme reset – a 60-minute call plus a four-week training plan written and sent within 48 hours, with one email follow-up included.
- Monthly check-in – a 30-minute call, plan adjustments and a short written progress note, billed monthly.
Three tiers is usually enough. It gives people a clear choice, and the middle option tends to be the one most clients select.
Set session lengths and protect your preparation time
Decide on a small number of standard slots, such as 20 minutes for a quick check-in, 45 minutes for a consultation and 60 minutes for a full assessment. Shorter calls are not automatically less valuable, but they need tighter agendas, so send your questions in advance.
The most common pricing mistake is forgetting preparation. For a first consultation, allow around 20 minutes of review and planning for every hour of call, plus 10 to 15 minutes to write up notes. A follow-up might need 10 minutes of preparation.
Work out the true time cost:
- 60-minute consultation
- 20 minutes reviewing the questionnaire and client videos
- 15 minutes writing and sending the summary
- Total: 95 minutes of your working day
If your target is £60 per working hour, that consultation is priced at £95, not £60. Many trainers in the UK charge between £45 and £120 for an online consultation depending on their specialism, so there is plenty of room to find your own figure.
A simple framework for setting your numbers
Start with a target hourly rate that covers your income goal, your software subscriptions, insurance, banking and payment processing fees, plus the hours you spend on marketing and admin. Then multiply it by the true time each package takes.
- Single consultation: full price, paid in advance.
- Block of three: discount by 10 to 15 per cent, not more, and set an expiry date such as three months.
- Monthly retainer: price it so the recurring work is worth the predictability; a small discount is fine because it reduces your selling time.
- Corporate or club bookings: quote per group session or per workshop, not per person, and set a minimum number of attendees.
Round your prices to sensible figures. £95 looks considered; £93.47 looks accidental.
Deposits, discovery calls and boundaries
Offer a free 15-minute discovery call if you want one, but keep it structured: what they want, what is getting in the way, and whether you are the right fit. Do not give away the plan on that call.
Take payment in full before the session, or a deposit of at least 25 per cent for larger packages. Confirm your cancellation terms in writing: 24 hours' notice for a reschedule, and late cancellations charged at the full rate. This is normal practice in other professions, and stating it clearly means you rarely need to enforce it.
Talking about money without flinching
Put your prices on your website. It filters out mismatched enquiries and saves everyone time. When someone asks, say the number and then stop talking. If you rush to justify it, you signal doubt.
Send your packages and prices in a short written message before the call so the conversation focuses on fit rather than cost. Review your prices twice a year, and when you raise them, apply the new rate to new clients first, then to existing ones with a month's notice. Raise your fees when your waiting list grows, when you gain a specialism, or when your preparation time creeps up without your prices moving.
Charge for the thinking, not just the talking. When your pricing reflects the preparation, the follow-up and your expertise, you can serve clients well without resenting the work.
