Most Coaches Charge Too Little — And It’s Killing You | The Psychology of Pricing for Coaches

Most coaches charge too little.And it’s killing you — your business, your energy, your confidence.In this episode, Sam Portland lays out the brutal truth about money, pricing, and self-worth in the strength & conditioning industry.If you’ve ever been told “you’re not in it for the money,” or if you feel guilty raising your rates — this is the episode that will free you.Sam shares how he went from charging £30 per hour and driving across London for late clients……to building a six-figure business by understanding pricing psychology, value perception, and trust.🎯 You’ll Learn:Why coaches are conditioned to undervalue themselvesThe link between self-worth and pricingHow to stop selling hourly sessions and start selling bundlesHow to filter out “headache clients”The formula for calculating your ideal hourly rateHow to build lifetime client value (not one-off sessions)🔥 This isn’t about greed — it’s about freedom.Start valuing your time, your expertise, and your legacy.🎧 Listen on: Spotify | Apple | YouTube💬 DM Sam: @coach_samportland💡 Join the £9/month Legacy Mastermind: JOIN HERE⏱️ 3. Timestamps00:00 – Why charging too little will kill your career00:30 – The “do it for the love” lie that shapes the S&C world01:15 – Why S&C is treated as low-skilled labour (and what to do about it)02:00 – When passion stops paying the bills03:00 – The money psychology every coach needs to confront04:30 – The real reason you feel guilty about charging more06:00 – When Sam decided enough was enough07:00 – The shift from £50/hour to £90/hour clients07:40 – The “headache money” clients you must avoid08:40 – Why pricing is about trust, not greed09:40 – Stop charging by the hour — build bundles10:30 – How to structure packages and set time limits11:00 – The real formula for figuring out your ideal rate11:50 – Diversifying your client base for financial security12:30 – The £9/month Legacy Mastermind and business templates