BUSINESS OF COACHING
How to Price Your Coaching Services in 2026
Dr. Marcus Reid
Founder & Chief Education Officer
March 23, 2026
5 min read
Undercharging is the most common mistake new coaches make. Here is a framework for pricing that reflects your expertise and market position.
Pricing is one of the most psychologically challenging aspects of building a coaching business. New coaches consistently undercharge, often out of imposter syndrome or fear of rejection.
ABOUT THE AUTHOR
Dr. Marcus Reid
Founder & Chief Education Officer
A senior educator at Vitalis Lab with over a decade of applied experience in sports science, coaching, and professional certification development.
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