Coaching Packages & Pricing: Examples, Templates + What to Charge in 2026
Written by people who pay for this software · Pricing and offer terms checked August 2026 · Destination links auto-checked 21 August 2026
Most coaching pricing is guesswork wearing a confident face. Here is what the published data actually says about session rates and package prices, why packages beat hourly billing, three package templates you can copy, and how to take the money without a stack of separate tools.
Start with the numbers that exist, because there are surprisingly few of them and most of what circulates online is invented.
International Coaching Federation, 2023 Global Coaching Study, covering an estimated 109,200 coaches worldwide. Averages across a very wide market — not a target, and not a promise.
Alongside that, Paperbell's 2026 rates report — a vendor publication, so treat it as a market sketch rather than a survey — puts one-to-one hourly rates typically between $100 and $350. Those two sources agree on the shape of the market: the middle is well under $300 an hour, and the headline figures people quote from coaching-business marketing sit far above where most of the profession actually transacts.
Why packages beat hourly
Hourly billing is the default because it is the easiest thing to explain, and it is worse for both sides in three specific ways.
- It prices the wrong thing. An hour is an input. The client is buying an outcome, and pricing by the hour invites them to compare your rate to a therapist, a consultant or their own salary — none of which is the relevant comparison.
- It removes the commitment that makes coaching work. A client who can stop after any single session stops in week three, which is precisely when the uncomfortable part begins and precisely when leaving guarantees no result.
- It makes your income a sawtooth. Packages paid upfront or across a fixed plan give you a revenue line you can actually plan against.
The fix is a container: a defined period, a defined set of things inside it, and one price for the whole thing.
The 3-month coaching package
Ninety days has become the default container in coaching, and for good reasons rather than fashion. It is long enough for a real behavioural change to take hold and show up in results, short enough that a buyer can picture the end of it, and it maps onto how people already think about goals. It is also long enough to survive the week-six slump, which a six-week package is not.
| Tier | Typical 3-month price | What is usually inside | What justifies it |
|---|---|---|---|
| Entry | $1,000–$2,500 | 6 sessions, email support between, shared resources | You are competent and can show a result, but the evidence is thin and the outcome is personal rather than financial. |
| Mid-market | $2,500–$6,000 | 12 sessions, async access, assessments, a defined method | A repeatable process, documented client outcomes, and a problem with a measurable cost. |
| Premium | $6,000–$25,000+ | Deep access, stakeholder work, bespoke design, close support | The client is senior, the stakes are commercial, and the fee is compared to the cost of the problem rather than to other coaches. |
The test that settles most pricing arguments: can you finish the sentence "this problem is currently costing them roughly X"? If X is comfortably bigger than your fee, the price defends itself and the sales conversation becomes arithmetic. If you cannot estimate X, you are selling to someone who cannot calculate their own return — which is legitimate, but it means you need much stronger proof and a much more specific promise. That mechanism is worked through in detail on the high-ticket coaching page.
Three package templates
Template 1 — The 90-day sprint (entry)
Six fortnightly sessions of 60 minutes, email support between them, a shared workbook, and a defined outcome reviewed against a week-one baseline. Priced around $1,500. The price logic is straightforward: it is roughly six sessions at a rate slightly above the ICF global average, with the package discount balanced by the support between calls. This is the package most coaches should launch with.
Template 2 — The intensive (mid-market)
Twelve weekly sessions, unlimited async messaging on weekdays, two written reviews of the client's work, and access to your resource library. Priced around $4,000. The logic here is not twelve sessions at $333 — it is that the client gets you continuously for a quarter rather than in hourly slices, and the async access is what actually produces the change. Price it as one thing and never publish the per-session figure.
Template 3 — The partnership (premium)
Six months, fortnightly deep sessions, on-call access, work with the people around the client, and a bespoke plan built in the first three weeks rather than a standard curriculum. Priced from $12,000. The logic is entirely outcome-based: the client is usually senior, the problem has a commercial cost they can name, and the alternative they are comparing you against is a consultancy engagement or a failed hire.
Payment plans, retainers and group rates
- Pay in full vs plan. Offer both. Make full payment modestly better — five to ten per cent off — rather than penalising the plan. Cash arrives sooner and you carry less administrative tail.
- Retainers. Paperbell's 2026 report puts monthly retainers at roughly $500 to $2,500 and above. These suit ongoing advisory relationships rather than defined transformations, and they are the natural continuation offer when a package ends.
- Group rates. The same report puts group coaching typically 40% to 70% below the equivalent 1:1 rate. That discount is what makes group work: the client pays much less, you earn much more per hour. The group coaching guide covers the structure.
Taking the money without a stack of tools
The pricing decision is the hard part; the mechanics should not be. What a coaching business actually needs is a checkout that handles both pay-in-full and instalments, invoicing for clients whose company is paying, subscription billing for retainers with automatic renewals, and the booking attached to the same client record so you can see who has paid and who has scheduled.
That is what Kajabi's Coaching product is built for: booking against your availability, connections to Calendly, Acuity, Zoom and Google Meet or native video, one-to-one and group formats, invoicing through Kajabi Payments, subscription pricing with renewals, and session automations. It also takes 0% revenue share, so a $4,000 package is $4,000 less card processing.
There is a commercial argument for attaching coaching to whatever else you sell, and it comes from Kajabi's own platform data: offers with coaching attached typically sell at $326 against $147 without — a 2.2× premium — and coaching sellers' typical lifetime sales run $14,989 against $2,741, with 23.3% of coaching sellers reaching $100,000-plus versus 12.8%. Those are Kajabi's 2026 figures about Kajabi's own sellers rather than an independent study, and they describe correlation rather than a guarantee — but the direction is consistent with what the ICF data implies about why people pay for coaching at all.
The first quarter
Three months of the Kajabi Basic plan for one $99 payment — Basic lists at $179 a month, so three months at list is $537, a $438 saving. One entry-level package at $1,500 covers a full year of the platform. Basic includes five products, 2,500 contacts, unlimited email, landing pages and funnels. New customers only; renews at $179/month unless cancelled; cancel anytime. Terms verified August 2026 — confirm at checkout. The full plan breakdown is on our pricing page.
Where to go from here
Set the package, then make sure the conversation that sells it is structured — the discovery-call script covers what to say when someone asks the price, which is where most well-priced packages are lost.
Frequently asked questions
What should a beginner coach charge?
Enough that the client takes it seriously, which is almost always more than a new coach wants to charge. Paperbell’s 2026 rates report — vendor data, so a market sketch rather than a survey — puts 1:1 hourly rates typically between $100 and $350, and the ICF’s 2023 Global Coaching Study puts the global average session fee at $244, or $272 in North America. A new coach with real expertise in the thing they are coaching belongs at the lower end of that, not below it. Price low and you attract clients who do not do the work, which is the worst possible start.
How much is a 3-month coaching package?
Paperbell’s 2026 report puts three-month packages at roughly $1,000 to $2,500 for entry-level coaches, $2,500 to $6,000 in the middle of the market, and $6,000 to $25,000-plus at the premium end. The spread is enormous because the price is set by the value of the outcome and the evidence you can show, not by the number of calls. Ninety days at six sessions is a $1,500 package or a $9,000 package depending entirely on what the client is buying.
Payment plan or pay in full?
Offer both, and make paying in full slightly better rather than making the plan worse. A modest discount for the full amount — five to ten per cent — is enough to move a meaningful share of buyers, brings the cash forward and removes the administrative tail of failed payments. What you should not do is offer only a payment plan on a premium package: some buyers genuinely prefer to pay once and be done, and asking them to carry a monthly reminder of the purchase for a quarter is a strange thing to insist on.
When should I raise my rates?
Three signals, and you want at least two. You are turning people away or have a waiting list. Your close rate on discovery calls is high enough that price is clearly not the objection. And you can point to results that are specific and recent. Raise on new clients only, honour existing agreements to their end date, and move in real increments — a 10% rise is a rounding error that costs you the same conversation a 40% rise would have.
Should I publish my prices on my website?
Publish a starting point or a range for anything below a few thousand dollars — it saves everyone the call that ends at "how much is it". For genuinely high-ticket packages, the price belongs in the conversation, because the number only makes sense after the buyer has articulated what the problem is costing them. A stated range with "packages start at" does most of the qualifying work without forcing you into a single number for wildly different situations.
Keep reading
- High-Ticket Coaching
Building, pricing and selling a $3,000-plus coaching offer.
- Group Coaching Programs
Cohort, evergreen or hybrid — structure, pricing and where to run it.
- Coaching Discovery Calls
A five-phase script, fifteen questions and the funnel that fills the calendar.
- Kajabi 3 Months for $99
The offer, the savings math and how to claim it.
- Kajabi for Coaches
Coaching, courses and community in one subscription.