How Personal Trainers Can Increase Fees Without Losing Clients
Raising fees is a normal part of running a professional fitness business, yet many personal trainers hesitate for fear of losing clients. In the Australian fitness industry, however, gradual and well-communicated price increases are not only accepted – they are expected, particularly when service quality remains high.
Start with Clear Communication
The key to a successful fee increase is transparent and respectful communication. Give clients at least 4–6 weeks’ notice, preferably in writing, so that they can plan. Frame the message positively, for example:
“To continue delivering high-quality, personalised sessions and to keep up with rising business costs, I’ll be adjusting my session fees from [date]. This helps me invest in better equipment, ongoing education, and more resources to support your goals.”
Make it clear that the value remains, and the change ensures your service stays at a professional standard.
Offer Added Value
A modest price increase is easier for clients to accept if they see added value. This could be:
- Brief check-ins between sessions
- Updated progress tracking
- Access to basic programs or mobility routines using online software
- Monthly group sessions
- Q&A calls
These don’t need to add hours to your week – just a thoughtful addition can reinforce your service value.
Reasonable Rate of Increase
An annual fee increase of 3–7% is generally considered reasonable and aligns with inflation and the Consumer Price Index (CPI) in Australia. For example, if you currently charge $80 per session, a 5% increase brings the new rate to $84. Most clients will not view this as excessive, especially with notice and added support.
Reinforce Your Professionalism
Clients are more likely to accept a price rise if they view you as a qualified, evolving professional. Mention any recent upskilling, certifications, or tools you’ve introduced. Position the increase as part of maintaining a premium, results-focused service.
Be Flexible but Firm
While it's important to maintain your value, you can offer long-term clients an adjustment period, discounted multi-session packs, or allow them to lock in current pricing by committing early. Avoid apologising for charging appropriately – instead, approach it with confidence and clarity.
Raising fees is part of growing a sustainable fitness business. With thoughtful timing, added value, and professional communication, most clients will understand—and stay loyal.