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Hey Reader,

Ever feel like you’re doing everything right—training hard, serving your clients, showing up online—and yet, the numbers still don’t add up?

You’re not lazy. You’re not doing it wrong.

You’re likely just undercharging.

And that’s a business model issue, not a you issue.

This week’s newsletter is here to help you shift that — with a clear, confidence-building approach to pricing your services in a way that reflects the true value you deliver.

Let’s unpack what’s really holding most coaches back from charging more… and how to fix it.

“Undercharging Is a System Problem, Not a Self-Worth Problem”

Let me guess…

You’re showing up for your clients.

You’re delivering results.

And you’re still just scraping by.

That’s not a motivation issue.

That’s a model issue.

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Here’s what I want every fitness pro to know:
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If your calendar is full but your bank account isn’t, chances are… you’re undercharging.

And that’s not your fault — it’s the system you were taught.

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💡 Most trainers price based on time, not transformation.

You sell sessions. They pay by the hour.

It’s how we all started.

But your clients don’t really want sessions.

They want:

• To lose 10kg before their wedding
• To feel confident in their own skin again
• To finally be consistent without burning out

They want outcomes.

And when you start pricing based on the transformation you help deliver — not the time it takes — everything changes.

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Here’s how to start charging what you’re worth:​
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✅ Step 1: Clarify the Result

Not “3 sessions/week” — but “90 days to fit back into your favourite jeans without giving up wine.”

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✅ Step 2: Build a Value Ladder

Create stepping stones: a free guide → a quick-start challenge → your full program → your VIP upgrade.

This builds trust and increases client lifetime value without ever being pushy.

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✅ Step 3: Raise Your Rates the Right Way

Add value first.

Give clients a heads-up.

Own your new price with calm confidence.

You’ll be surprised how many clients lean in when you show leadership.

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What’s the real cost of not raising your rates?

Burnout.

Bitterness.

And your dream business slowly slipping away.

Don’t let that happen.

Let this be the week you take the first step towards pricing that reflects your impact.

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👉 Scroll down to watch this week’s YouTube video for a step-by-step walk-through — or check out the coaching section if you want my help building your premium offer.

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Featured Blog Post

The Ultimate Guide to Personal Trainer Lead Generation (2025)

👉 Read the blog post here​

Let’s be honest—getting leads isn’t the real challenge anymore. It’s getting qualified leads that actually turn into paying clients.

This blog walks you through the step-by-step process I use with my private coaching clients to build lead gen systems that work consistently (without relying on paid ads or burning out on social media).

✅ You’ll learn the three traffic types (cold, warm, hot) and how to attract them

✅ How to craft a compelling offer that converts browsers into buyers

✅ The one simple mindset shift that makes lead generation feel easy—not sleazy

Whether you’re starting from scratch or looking to scale your current efforts, this post gives you a clear, repeatable strategy to fill your pipeline with leads that are actually ready to buy.

If you’ve been stuck in “hope marketing,” this will show you the way out.

Featured YouTube Video

🎥 “How to Sell Coaching Without Feeling Pushy or Salesy”

👉 Watch the video here​

If the thought of “selling” makes you cringe, you’re not alone.

But here’s the truth: selling isn’t about pressure—it’s about clarity, connection, and helping the right people say yes.

In this video, I break down the exact framework I use (and teach inside my coaching program) to help fitness professionals sell with confidence—no hard closes or awkward convos required.

✅ How to shift your mindset around selling

✅ The 3-part structure for a no-pressure sales conversation

✅ What to say (and when) so clients feel understood, not sold to

Pro Tip: The best sales process feels like a coaching session. You’re there to ask the right questions, listen carefully, and guide them to a decision that’s right for them.

If selling has felt like the hardest part of your business, this video will help flip that script for good.

📌 Recommended Resource: ScoreApp – Create Lead-Generating Quizzes in Minutes

One of the easiest ways to start building your value ladder is by offering a free quiz that speaks directly to your ideal client’s biggest pain point.

And ScoreApp makes that process seamless.

I use it to create engaging, on-brand quizzes that:

• Attract qualified leads

• Segment my audience automatically

• Spark meaningful conversations that lead to sales

Whether you’re offering a “What’s Your Fitness Focus?” quiz or a “What’s Stalling Your Progress?” assessment, ScoreApp helps position you as the expert and moves people one step closer to your premium offer.

🔥 Pro Tip: Use the SAGE framework when building your quiz:

• Short

• Actionable

• Goal-oriented

• Easy to consume

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👉 Check it out here (affiliate link)​

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📌 Playbook of the Week: Fitness Business Pricing Strategy Playbook

If your pricing feels like a guessing game — or you’re worried clients will ghost you the moment you raise your rates — this is the guide you’ve been waiting for.

Inside the Fitness Business Pricing Strategy Playbook, I walk you through:

• How to price based on transformation (not time)

• The simple psychology behind pricing tiers that work

• How to introduce premium offers without losing loyal clients

• Real-world scripts to handle pricing objections with confidence

This isn’t just theory. It’s a plug-and-play system designed to help you charge what you’re worth — and have the tools to back it up.

If your calendar is full but your income doesn’t reflect your impact, it’s time to fix the pricing model.

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👉 Grab the Playbook here: Fitness Business Pricing Strategy Playbook​

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Let’s Talk

Have you ever raised your prices — or thought about it — and felt that wave of doubt creep in?

👉 “What if they say no?”

👉 “What if I lose my best clients?”

👉 “What if I’m not actually worth that much?”

You’re not alone.

Hit reply and let me know:

What’s been your biggest fear or roadblock when it comes to raising your rates?

I read every message — and I might even feature your question (anonymously) in an upcoming newsletter or YouTube video.

Let’s keep this conversation honest and helpful. I’ve got your back.

Andrew

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P.S. If you know it’s time to raise your rates — but you’re still unsure how to do it without losing your best clients — let’s fix that.

Inside my Small Group Coaching Program, I’ll work with you to:

• Clarify your unique transformation

• Build a value ladder that nurtures high-value clients

• Raise your prices with confidence (and no awkward sales convos)

🎯 We’ll get your offer dialled in and your business aligned with the income you deserve.

👉 Apply here: andrewwallis.com/coaching​

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