E 67 | THE SCIENCE OF PRICING: Why Fitness Pros Undercharge (And How to Fix It)

Episode SummaryYour price is not just a number. It is a positioning decision, a sustainability strategy, and a direct signal to the market about the quality of your work. In this episode, we break down why fitness professionals -- trainers, strength coaches, and gym owners -- are systematically undercharging, what the research and industry data actually reveal about trainer compensation, and the practical frameworks you can use to rebuild your pricing with confidence.No generic business advice. No fluff. Evidence-based analysis and actionable tools.WHAT YOU WILL LEARNThe psychology behind underpricing: imposter syndrome, the passion penalty, and the fear of rejectionIndustry data on what trainers earn vs. what the market will actually bearWhy undercharging is a direct driver of burnout and early career exitHow to calculate your Minimum Viable Rate before your next client consultationThe difference between hourly and value-based pricing -- and why it mattersThe three-tier pricing model and how price anchoring works in your favorWord-for-word scripts for handling the three most common price objectionsRESEARCH REFERENCEDIDEA Health and Fitness Association Salary and Compensation Report, 2022U.S. Bureau of Labor Statistics, Fitness Trainers and Instructors, Occupational Outlook Handbook, 2023Grand View Research, Online Fitness Coaching Market Report, 2023Rao, A.R. and Monroe, K.B. (1989). The Effect of Price, Brand Name, and Store Name on Buyers' Perceptions of Product Quality. Journal of Consumer Research, 16(2), 351-357.Kim, J.Y., Campbell, T.H., Shepherd, S., and Kay, A.C. (2020). Understanding Contemporary Forms of Exploitation: Attributions of Passion Reduce Perceived Exploitation of Workers. Journal of Personality and Social Psychology, 118(1), 109-123.Simonson, I. and Tversky, A. (1992). Choice in Context: Tradeoff Contrast and Extremeness Aversion. Journal of Consumer Research, 29(3), 281-295.Ariely, D., Loewenstein, G., and Prelec, D. (2008). Tom Sawyer and the construction of value. Journal of Economic Behavior and Organization.DISCLAIMERThis podcast is for educational and informational purposes only and should not be considered medical, fitness, or professional advice. Always consult with qualified healthcare and fitness professionals before making changes to your training, supplementation, nutrition, or health practices. Individual results may vary. The host and producers are not responsible for any adverse effects or consequences resulting from the use of any information, suggestions, or procedures discussed in this podcast.Subscribe & Review:If this episode added value to your training knowledge, please subscribe and leave a 5-star review! Your feedback helps us reach more fitness enthusiasts, coaches, lifters, athletes or anyone who can benefit from quality training information.About Brandon SmitleyInstagram: @bsmitley @team.thirstSubscribe On YouTube!Website: THIRSTgym.comBrandon Smitley is a world renowned strength coach and athlete for over a decade. He and his wife, Adrian, own Terre Haute Intensity Resistance and Sports Training (THIRST) where they work with youth athletes and personal training clients of all ages. He earned his Bachelor’s degree from Purdue University in Health and Fitness, and his Master’s degree from Indiana State University in Physical Education and Coaching. Brandon has been awarded Personal Trainer of the Year Awards from Purdue University and Indiana State University as well is the 2020 Reader's Choice for Best Personal Trainer in Terre Haute, IN and the Wabash Valley.Brandon is a sponsored athlete with Elitefts and NutraBio where as a competitive powerlifter he currently holds the all-time world record squat in the 132 pound weight class, with a 567 pound squat. He also holds a 330 pound bench press, and 510 pound deadlift in that weight class, totaling 1377 pounds, ranking 4th all-time. He provides online coaching and programming around the world, and has personally worked with over 200 athletes in the US, UK, France, Italy, Mexico, Canada, and other countries. Brandon’s been published at Elitefts, Muscle and Performance, and Muscle and Fitness magazine.He holds his Certified Strength and Conditioning Specialist (CSCS), Level One Sports Performance (USAW), Certified Personal Trainer (CPT) certifications, and is educated in PRI for Fitness and Performance.