Most coaches price a course off how much work went into it. Buyers price it off what it fixes. That gap is where the money is lost.
21 September 2026 · 7 min read · All resources
There is no correct price. There's a defensible one, and that's what you're looking for.
The instinct is to count the videos. Forty videos must be worth more than twelve. It isn't — and if anything the twelve-video course is worth more, because it respects the buyer's time and they're more likely to finish it.
Price on the outcome. "Fix your second serve" is worth what a fixed second serve is worth to the person buying, which has nothing to do with your edit time.
You have something most course sellers don't: a real hourly rate.
If you charge £40 an hour and your course delivers roughly what six sessions would, you have an anchor at £240 — and a completely honest sales argument that it costs a fraction of the equivalent coaching, is available at 6am, and can be rewatched forever.
That framing does more work than any discount.
Broadly, three bands:
If you attach anything live — calls, form reviews, a group — you're no longer selling a course, you're selling a programme, and you can charge multiples more. You're also back to trading hours, so be deliberate about it.
The number that matters is revenue, not price. A higher price with fewer buyers often loses.
Higher prices usually convert worse but not proportionally worse, which is why underpricing is the more common mistake. Model it with your own numbers in the calculator rather than guessing.
The coaches who get burned are the ones who price at £27 to be "accessible", sell 30, make £810, and conclude courses don't work. The course worked. The price didn't.
Video count, total runtime, how long it took you to make, how much the platform cost you, and what the biggest name in your sport charges.
Set it, publish it, and hold it for a full launch. Changing the price mid-launch to chase a slow start teaches your list to wait for discounts, and every launch after that gets harder.
If it doesn't sell at that price, the problem is almost always the outcome or the audience — steps one and two in turning your coaching into a course — not the number.
For most working coaches with a warm list of their own players, somewhere between £97 and £197 is the sensible starting band. It's high enough that a modest number of buyers makes the build worthwhile and low enough not to need a long sales process.
Below roughly £200, no — the admin outweighs the benefit. Above that, a two or three-part plan usually lifts conversion enough to justify itself.
Usually not. Lower prices convert better but rarely in proportion, so total revenue often falls. Underpricing is the more common mistake among coaches by a wide margin.
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