Most coaches sell hours when clients want results. A good coaching package fixes that: a clear outcome, a set length, a known level of support and one price. Below are nine package structures coaches use, each with an example, who it suits, how to price it and the catch, plus a fill-in template and a simple way to work out what to charge.
A coaching package bundles sessions, length and support into one price around a clear outcome. Common structures are a 1:1 outcome programme, monthly retainer, VIP day, small group, group plus 1:1 hybrid, membership, paid strategy session, done-with-you and tiered packages. Price from your hourly floor up to the value of the result.
Who this is for: Coaches and consultants who sell by the hour or have no clear package yet, and want a structure and price that clients understand.
A coaching package is a fixed bundle of coaching sold for one price: a set number of sessions, over a set length of time, with a clear outcome and a clear level of support between sessions. It replaces selling single hours, which makes clients count the minutes and makes your income lumpy.
Every good package answers the same five questions a client asks before they buy. What will be different at the end? How long does it take? How often do we talk? Can I reach you in between? What does it cost? If your package page answers all five in plain words, most of the selling is already done.
The structure you pick shapes everything else: how many clients you can hold, how much each one pays, and how much of your week it eats. So pick the structure first and the price second. Below are nine structures coaches use, with an example of each, how to price it and the catch.
Each structure below has the same five parts so you can compare them: what it is, who it suits, an example structure, how to price it as a method, and the catch.
What it is: a fixed programme built around one result, such as "land a senior role in 12 weeks" or "lose the first 10kg and keep it off". Who it suits: coaches with a repeatable method and a specific client type.
Example structure: 12 weeks, 6 to 12 calls of 45 to 60 minutes, a kick-off session, a written plan and message support on weekdays.
How to price it: start from the value of the result to the client, then check it clears your floor (your hourly floor times the real hours, including messages and prep). The catch: it only works if you can name the outcome and mostly deliver it. A vague promise makes a fixed programme hard to sell.
What it is: ongoing coaching paid month by month, with no fixed end date. Who it suits: business, leadership and performance coaches whose clients face new problems every month rather than one big one.
Example structure: two or four calls a month, message support, a monthly review, and a three-month minimum term with 30 days' notice after that.
How to price it: work out the hours a month the client really takes, multiply by your floor, then add for access and continuity, because being on call has value. The catch: without a clear focus each month, retainers drift into chats, and clients leave when they cannot say what they are paying for.
What it is: a half or full day of focused work that produces something finished: a plan, a launch, a rebuilt offer. Who it suits: clients who want speed and hate long programmes, and coaches who do their best work in one deep block.
Example structure: a prep questionnaire, one 4 to 6 hour session (in person or on video), a written summary and two weeks of follow-up questions by message.
How to price it: price on the finished thing the client walks away with, then check it clears your day rate plus prep and follow-up time. The catch: one day rarely changes habits. It suits strategy and setup work better than behaviour change, and it can feed a longer programme afterwards.
What it is: one programme run for a group of roughly 4 to 12 people at the same time, all chasing the same result. Who it suits: coaches with a proven method who want to help more people without adding hours.
Example structure: 6 to 8 weeks, one live group call a week, a shared chat, worksheets or short lessons, and a fixed start date.
How to price it: set a price per person below your 1:1 price, then check the maths both ways: the full group must beat your floor for the hours, and even a half-full group should still be worth running. The catch: you need enough people ready at the same time, which means a list or audience before launch. Groups also give less personal attention, so fit matters.
What it is: a group programme with a small number of private calls added. Who it suits: coaches whose clients need group learning plus a little personal help to apply it.
Example structure: 10 weeks of weekly group calls, plus two or three private 30-minute calls per person at the start, middle and end.
How to price it: start from your group price and add the private calls at your hourly floor or above. It should land between your group and 1:1 prices. The catch: the 1:1 calls are where your time goes. Twelve people with three calls each is 36 calls, so cap the group size or the hybrid becomes a full 1:1 workload at a group price.
What it is: a monthly subscription for ongoing access to a community, a library of content and regular group calls. Who it suits: coaches with an audience and topics where people need long-term support, like fitness, faith-led habits or business growth.
Example structure: a community space, two live calls a month, a content library and monthly challenges, billed monthly or yearly.
How to price it: price low enough to be an easy yes, then work backwards: how many members do you need to hit your monthly target, and can your audience give you that many? The catch: low prices need many members, and members cancel. A membership is a marketing job every month, not a set-and-forget income.
What it is: one paid session, often 60 to 90 minutes, where you diagnose the problem and hand over a clear plan. Who it suits: new coaches building trust, and any coach who wants a paid first step before a bigger package.
Example structure: an intake form, one call, a recording and a one-page action plan sent within 48 hours.
How to price it: at or above your hourly floor for the full time including prep and the write-up. Many coaches credit the fee against a bigger package if the client goes ahead. The catch: it does not pay the bills alone. Treat it as the door to your main package, not the main package, and do not confuse it with a free discovery call.
What it is: you and the client build the thing together on calls: the website, the content plan, the CV, the budget. Who it suits: clients who want more than advice but still want to own and understand the work.
Example structure: 6 to 10 weeks of working sessions, shared documents you edit together, feedback on their drafts between calls, and a finished result at the end.
How to price it: above a pure coaching package, because you are also doing part of the work. Estimate the hours honestly, add review time, then price on the finished result. The catch: scope creep. Write down exactly what gets built and how many rounds of feedback are included, or the package grows while the price stays put.
What it is: three versions of the same offer at three levels of support. Who it suits: coaches whose leads differ a lot in budget and how much help they want.
Example structure: Good is the group programme. Better adds two private calls and message support. Best is full 1:1 with weekly calls and a VIP day.
How to price it: set the middle tier first, as the one you most want to sell, then price the top tier well above it so it makes the middle look sensible. The bottom tier should still clear your floor. The catch: three options mean more to explain and more to deliver. If the tiers are not clearly different, people stall instead of choosing.
Here are the nine side by side. Lengths are typical ranges we see coaches use, not rules. Choose the one that matches how your clients actually get results.
| Package type | Typical length | Support level | Best for | Pricing approach |
|---|---|---|---|---|
| 1:1 outcome programme | 8 to 16 weeks | High | A clear, repeatable result | Value of the result, checked against your floor |
| Monthly retainer | Ongoing, 3 month minimum | Medium to high | Changing, ongoing problems | Monthly hours times floor, plus access |
| VIP day or intensive | 1 day plus follow-up | Very high, short | Strategy and setup work | The finished output, above your day rate |
| Small group programme | 6 to 8 weeks | Medium | A proven method, many people | Per person, below 1:1, tested at half full |
| Group plus 1:1 hybrid | 8 to 12 weeks | Medium to high | Learning plus personal help | Group price plus private calls |
| Membership or community | Monthly, ongoing | Low to medium | An audience needing long support | Members needed to hit your target |
| Single strategy session | 60 to 90 minutes | High, one time | A paid first step | At or above floor, credited later |
| Done-with-you | 6 to 10 weeks | Very high | Clients who want it built | Hours plus review, priced on the result |
| Tiered good, better, best | Varies by tier | Low to very high | Leads with mixed budgets | Middle tier first, anchor with the top |
If your clients need you personally to get the result, start with 1:1. If your method works the same for everyone, a group can work. If you are new and need trust first, a paid strategy session is the easiest first step.
Copy this and fill in each line. If you cannot fill one in, that is the part of your package that needs work before you sell it.
Package name: a plain name that says the result, such as "12-week career switch" rather than "Rise".
Who it's for: one sentence naming the person and their situation. "Mid-career teachers who want to move into corporate training."
Outcome promise: what will be different at the end, in their words. "You will have a new CV, a target list of 30 companies and three interviews booked."
What's included: the sessions, the materials, any reviews or templates. List them.
Length: start and end, such as "12 weeks from your kick-off call".
Support: how they reach you between calls and how fast you reply. "Message support Monday to Friday, replies within one working day."
Price: the full price, and any payment plan. "£X paid in full, or three monthly payments of £Y."
Guarantee and terms: what happens if they miss calls, want to pause or are not happy. Keep it short and fair.
Once it is filled in, this becomes the skeleton of your sales page. Our sales page template shows how to turn each line into a section that sells.
There are two ways to price coaching. Time-based pricing starts from your hours: you set an hourly rate and multiply. Value-based pricing starts from the result: what is it worth to the client to get it, and what would it cost them to stay stuck? Time-based pricing is safe but caps your income at your hours. Value-based pricing is how most packages are priced, but it needs a clear, believable outcome.
The best approach uses both. Use time to find your floor, the lowest price that still pays you properly. Use value to find your ceiling. Price somewhere between them. Our hourly rate calculator for coaches and consultants works out your floor from your income goal, costs and real working hours.
Here is an illustrative example, using simple maths rather than market data. Say your floor is £100 an hour. A 12-week programme with 12 calls looks like 12 hours, but add prep, notes and messages and it is closer to 25 hours. So your floor for that package is £2,500. If the result is worth far more than that to the client, you can price above it. If it is not, change the package, not just the price.
We go deeper on setting the number, testing it and raising it in how to price your coaching or consulting offer. We have not included "average coaching prices" here, because they vary so much by niche and result that a single number would mislead you.
The most common mistake we see is launching four packages at once. Every extra option is more to explain on a call, more to build and more to deliver. If nobody is buying one package, three more will not fix it. Start with one, usually a 1:1 outcome programme or a paid strategy session, and sell it until you know what clients really want.
Then sell it properly. Packages are mostly bought on a call, so learn how to run a discovery call that ends in a clear yes or no. If you do not have enough calls booked, start with how to get more coaching clients. Once one package sells reliably, add a second structure, such as a group or a tiered option, for the people you keep turning away.
If your package sits above a few thousand pounds, it usually needs an application and a call rather than a buy button. A high-ticket sales funnel shows the full path. And if you would rather have someone build the offer, the sales page and the follow-up for you, that is when a done-for-you studio fits. Start with a free audit and we will show you where your current offer is losing clients.
Enough to get the result, and no more. Many 12-week outcome programmes use 6 to 12 calls, while a VIP day is one long session. Work back from the outcome: what has to happen, and how many check-ins does the client need to do it?
Work out your floor first: the hourly rate you need to cover your income goal and costs, times the real hours a package takes including prep and messages. Then price toward the value of the result to the client. Our hourly rate calculator does the floor for you.
Not at first. One package that sells is worth more than four that confuse people. Add a second structure, such as a group or tiered option, once the first sells reliably and you keep meeting people it does not suit.
A clear outcome, who it is for, the sessions and materials, the length, how clients reach you between calls, the price with any payment plan, and simple terms for missed calls or pauses. The template above covers each line.
Charge for the whole package when there is a fixed outcome and end date, with a payment plan if needed. Charge monthly for ongoing support like a retainer or membership. Paying for the whole package tends to keep clients committed to finishing.
Send us your setup and we will tell you honestly where it is leaking customers and what to fix first. Free, no pitch.