How much to charge for coaching: set your rates in 5 steps (2026)

This guide is for new and growing coaches, consultants, and creators who coach. Full disclosure: we make Eden, a creator workspace with a store that sells coaching. Rate data and fees were checked in September 2026.

What coaches actually charge

The best public numbers come from the International Coaching Federation (ICF). Its 2023 Global Coaching Study executive summary surveyed over 14,000 people in 157 countries about their 2022 coaching business.

Region	Average fee per one-hour session
Western Europe	$277
North America	$272
Oceania	$259
Asia	$226
Middle East and Africa	$165
Eastern Europe	$138
Latin America and Caribbean	$114
Global	$244

Three more findings from the same study matter for pricing:

• The average session fee was $244, but average revenue per hour worked was $85. Coaches spend a lot of time on things clients don't pay for directly: prep, notes, sales, and admin. Your price has to cover all of it.
• More than half of coaches (53%) made less than $30,000 a year from coaching. The average was $52,800. Low prices and too few clients are the usual reason.
• Coaches who work with executives and business clients charge the most. So do coaches whose clients' employers pay for the coaching.

These are survey averages, and the ICF sample leans toward certified coaches with business clients. Use them as a sanity check, not a rule. (The ICF released a 2025 study too, but its fee figures sit in a paid report, so we use the 2023 numbers here.)

Price by the package, not the hour

An hourly rate invites people to compare you with every other coach by the hour. A package is priced by the result, and the result is what people want.

Packages also work better for both sides:

• The client commits. Someone who pays for three months shows up and does the work. Someone who buys one call often doesn't.
• You earn more per client. Less time selling, more time coaching.
• Results are easier to get. Change takes weeks. One call rarely gets anyone there.

Keep a single call as an entry point, but make the package the main thing you sell.

The four ways to sell coaching

Offer	What it is	Good for	Watch out for
Single call	One paid session to solve one problem	New coaches, quick wins, a first step to a package	Low commitment, lots of selling per dollar
Package	A set number of calls over set weeks, one goal	Most coaches, most of the time	Scope creep if the goal is vague
Monthly retainer	Ongoing coaching billed each month	Clients who want steady support	Clients drift if there's no clear goal
High-ticket program	A bigger program people apply for first	Big, clear results worth thousands	Needs proof and a sales call

A simple ladder many coaches use: a single call, a 6 or 12 week package, then a monthly retainer for clients who want to keep going. High-ticket comes once you have proof. See how to sell high ticket coaching for that step.

A 5-step method to set your number

Step 1: Pick your monthly coaching income

Start with what you need coaching to bring in each month. Include taxes, tools, and card fees. Say your number is $8,000 a month.

Step 2: Decide how many clients you can coach well

Count the clients you can serve at once without getting sloppy. Think about calls, prep, messages between calls, and your energy. Say 10 clients.

Step 3: Divide

$8,000 ÷ 10 clients = $800 per client per month.

That's your floor for ongoing coaching. A 3-month package at this rate is $2,400. If you can only fill 5 spots, the price doubles to $1,600 a month, or you need a lower income goal.

Step 4: Check it against the result

Now ask: is the result worth this much to the client? If your coaching helps a freelancer land one more $3,000 client a month, $800 a month is an easy yes. If it helps someone feel a bit more organized, it may not be.

If the result isn't worth your number, make the result bigger or more specific. Don't just cut the price. More on this in how to price digital products, which uses the same "price the outcome" idea.

Step 5: Check the market

Look at what coaches with a similar client and similar proof charge. Place yourself in that range based on your results so far. If you have no testimonials yet, start a bit lower and raise the price as proof comes in.

Worked example: what you keep

Here is what each offer nets on Eden, with Eden's 5% and Stripe's US card rate of 2.9% + 30¢ (from Stripe's pricing page):

Offer	Price	Eden 5%	Stripe 2.9% + 30¢	You keep
Single call	$250	$12.50	$7.55	$229.95
Monthly coaching	$800	$40.00	$23.50	$736.50
3-month package, paid once	$2,400	$120.00	$69.90	$2,210.10

Eden's Starter plan is also $29 a month. Other platforms charge differently, so run the same math on whatever you use. Our best coaching platforms guide lists the fees for ten of them.

When and how to raise your rates

Raise your price when you see any of these:

• Your calendar is full, or close to it, for a month or more.
• Almost everyone says yes on sales calls. A price nobody pushes back on is usually too low.
• You have new proof: a strong testimonial, a case study, a clear before and after.
• Your offer got better: more support, a sharper method, faster results.

How to do it without drama:

1. Raise it for new clients first. Keep current clients at their price for a set time, like until their package ends.
2. Give notice. Tell your audience the date the price goes up. A real deadline often brings in a few more sign-ups.
3. Raise in steps. 15% to 25% at a time is easier to test than doubling.
4. Watch the next ten sales calls. If you still close most of them, you have room to go higher.

Should you offer discounts?

Discounts are fine when they have a reason and an end date. They hurt when they become the normal price.

Good reasons to discount:

• Paying up front. A small break for paying for 3 months at once instead of monthly.
• Your first clients. A "founding client" price in return for feedback and a testimonial. Say when it ends.
• A launch or a short sale. A few days, a clear end, and then the price goes back up.

Discounts to avoid:

• Haggling on sales calls. If someone can't afford it, offer a smaller package or a cheaper product instead of cutting your price.
• Always-on sales. People learn to wait.
• Deep cuts on high-ticket programs. It makes the full price look fake.

How to price and sell coaching on Eden

On Eden, coaching is a product in your store: Your store → Products → New product → Coaching. See the full tour on the Eden coaching page.

• Packages and retainers. Set Calls included to a number or Unlimited. On a monthly membership, calls can be counted Each month, so a retainer resets every paid month.
• One-time or monthly prices. Charge once for a package, or monthly or yearly as a membership. A one-time price can also be split into 2 to 12 monthly payments.
• Applications for high-ticket. Turn on People apply first, and your page shows Apply instead of a buy button. You can hide the price, and change Their price for one person before you approve them (on one-time prices).
• Discounts with an end date. Discount codes can take off a percent or a dollar amount, with max uses and an end date. A timed sale shows a countdown and puts the price back when it ends.
• Booking on your calendar. Clients book open times on your Google Calendar with a Google Meet link, or through your Calendly or Cal.com link.
• Help between calls. Each coaching product comes with an AI that knows your method, the client's intake answers, and the notes you share with them.

Where Eden falls short: it takes 5% per sale, and it has no contracts, e-signatures, or invoices. Selling needs the $29 Starter plan. Setup details are in the sell coaching help article.

Frequently asked questions

How much should a new coach charge?

Use the method above: your monthly income goal divided by how many clients you can serve well. If you have no proof yet, start a little under that and raise the price after your first few results and testimonials.

What is the average hourly rate for a coach?

The ICF's 2023 Global Coaching Study found an average of $244 per one-hour session worldwide in 2022, and $272 in North America. Rates vary a lot by region, niche, and who the client is.

Should I charge per session or per package?

Per package. It gets better results, brings in more per client, and stops people from comparing you by the hour. Keep a single call as an easy first step.

How often should I raise my coaching rates?

Whenever your calendar stays full or almost everyone says yes. Many coaches raise prices for new clients once or twice a year, in steps of 15% to 25%.

Can I offer a payment plan for coaching?

It depends on your platform. On Eden, you can charge monthly as a membership, but there's no split-pay plan that stops after a set number of payments.

Ready to put your new price on a real offer? Start Eden free and build your first coaching package.