Reading time: 5 min | Category: Pricing & Income | Last updated: March 2026
Key Takeaways
- The hardest part of raising your rates isn't the math, it's writing the message. These 5 templates handle that for you
- Every template follows the same proven structure: value first, reason second, new price third, reassurance last
- Give 30 days' notice, always. It signals respect and gives clients time to adjust
- Grandfathering loyal clients (keeping their rate lower or frozen) protects your most stable revenue
- The templates cover: loyal clients, standard clients, new rate announcements, grandfathering notices, and group rate changes
Table of Contents
- Before You Send: The 4-Part Structure
- Template 1: Loyal Client (12+ Months)
- Template 2: Standard Client (Under 12 Months)
- Template 3: New Rate Announcement
- Template 4: Grandfathering Notice
- Template 5: Group Rate Change
- FAQ
- Sources
Before You Send: The 4-Part Structure
Every effective price increase message follows the same structure. It doesn't matter if you're emailing, texting, or saying it in person. The order matters.
- Lead with value - Remind the client what they've achieved or what their coaching includes
- Explain the reason - Be honest. Rising costs, expanded services, investing in better tools
- State the new price clearly - No hedging, no apologizing. Confidence is contagious
- Reassure and invite questions - Let them know you're available to talk
When you skip steps 1 and 2, the client only sees "I'm paying more for the same thing." That's when you get pushback.
For the full strategy behind pricing increases (the psychology, the math, and the 7-step framework), read How to Raise Your Personal Training Prices Without Losing Clients.
Template 1: Loyal Client (12+ Months)
Hi [Name],
I wanted to reach out personally because you've been training with me since [month/year], and that means a lot.
Starting [date, 30+ days out], I'll be updating my coaching rates. I've [invested in a professional coaching app / expanded my nutrition programming / limited my roster to give each client more attention], and my operating costs have gone up along with everything else this past year.
Because of your loyalty, I'm keeping your rate at [current rate] for the next [3-6 months] while new clients will start at [new rate]. After that, your rate will move to [loyal client rate, smaller increase than new client rate].
I'm really proud of what you've accomplished, [mention a specific result], and I'm excited to keep building on that together.
If you have any questions, I'm always happy to chat.
[Your name]
Why it works: You acknowledge the relationship first. The grandfathering offer makes the client feel valued, not blindsided. Mentioning a specific result reminds them why they're here. And by keeping their rate lower than new clients, you're rewarding their loyalty in a tangible way.
Template 2: Standard Client (Under 12 Months)
Hi [Name],
I wanted to give you a heads-up about an update to my coaching rates.
Starting [date, 30+ days out], my [monthly coaching package / session rate] will be moving from [current rate] to [new rate]. This reflects the full scope of what I provide, including [personalized programming, nutrition guidance, weekly check-ins, app-based delivery], and my ongoing investment in giving you the best coaching experience I can.
You've made great progress since we started, especially [mention something specific]. I'm looking forward to keeping that momentum going.
Let me know if you'd like to talk through anything. I appreciate you being a great client to work with.
[Your name]
Why it works: It's direct but warm. You explain what the rate reflects (not just "it's going up"), you celebrate their progress, and you keep the tone confident. No apologizing, no "I hope that's okay." Clients respond to confidence.
Template 3: New Rate Announcement
Use this for your email list, social media, or new inquiries.
Coaching rates update, [Month Year]
Starting [date], my coaching packages will be updated to reflect the full experience I deliver to every client.
Here's what's changing:
- [Package name]: [old rate] to [new rate]
- [Package name]: [old rate] to [new rate]
- [Package name]: [old rate] to [new rate]
Every package includes: [personalized training programs, nutrition plans, weekly check-ins, exercise demo library, progress tracking through a professional coaching app].
If you've been thinking about starting, now is the time to lock in a spot before the new rates take effect.
Questions? Just reply to this email.
[Your name]
Why it works: Clean, professional, and creates urgency for prospects sitting on the fence. Listing what's included reframes the price as an investment in a specific set of deliverables, not just "time with a trainer."
Template 4: Grandfathering Notice
For when you want to formally communicate that a loyal client's rate is being protected.
Hi [Name],
Quick note about my upcoming rate change.
As of [date], my standard coaching rate is moving to [new rate]. But because you've been with me since [month/year] and you've been an incredibly consistent client, your rate will stay at [current rate] for the next [timeframe].
No action needed on your end. I just wanted you to know that I value the time we've been working together, and this is one way I can show that.
Let's keep the momentum going. Talk soon.
[Your name]
Why it works: This is short on purpose. It's good news for the client, so you don't need to over-explain. The message communicates two things at once: your rates are going up (which signals that your coaching is in demand) and they're getting special treatment (which deepens loyalty). Some of your most powerful retention happens in moments like this.
Template 5: Group Rate Change
For semi-private or small group training clients.
Hi everyone,
I wanted to let you all know about an update to our group training rates.
Starting [date, 30+ days out], the rate for [group name / time slot] will be moving from [current rate] to [new rate] per person, per [session/month].
Here's what's driving the change: I've [added new programming, invested in better equipment, expanded the session format to include nutrition guidance], and I want to keep delivering the best group experience in [city/area].
For everyone currently in the group, I'm honoring the current rate through [date], so you've got time to adjust.
This group has been one of the best parts of my coaching week. [Mention a group achievement or moment]. Thanks for showing up and pushing each other.
If you have any questions, hit me up individually and I'm happy to chat.
[Your name]
Why it works: Group dynamics are different from 1-on-1. You're addressing multiple people who might talk to each other, so consistency and transparency matter. Acknowledging the group's energy and achievements reinforces the community value, which is a big reason people stay in group training. The transitional period for existing members prevents anyone from feeling ambushed.
FAQ
How much notice should I give before a price increase?
At least 30 days. This gives clients time to process the change, ask questions, and adjust their budget. Anything less feels rushed and disrespectful. Some coaches give 60 days for larger increases (15%+), which can reduce friction even further.
Should I explain why I'm raising my prices?
Yes, briefly. You don't need to justify every dollar, but a simple reason ("I've invested in better tools for your coaching experience" or "my costs have increased with inflation") makes the change feel logical rather than arbitrary. Clients who understand the why are far less likely to push back.
What if a client says they can't afford the new rate?
Offer an alternative. A lower-tier package with fewer check-ins, a shift to online-only coaching, or a pause until their situation changes. What you shouldn't do is reverse the increase for one person. That signals your rates are negotiable, which makes every future increase harder.
Sources
- Kahneman, D., Knetsch, J. L., & Thaler, R. H. (1986), "Fairness as a Constraint on Profit Seeking: Entitlements in the Market." American Economic Review, 76(4), 728-741. Loss aversion and fairness in pricing.
- PTDC (Personal Trainer Development Center), Industry best practices on client communication and pricing, 2024.
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