Lesson 3 of 7
Build a simple pricing ladder
Learning objectives
- Understand the purpose of a pricing ladder
- Build a 3-tier pricing structure
- Match each tier to a different client need and budget
- Avoid common pricing mistakes
Why a single price is a problem
If a coach only offers one price, every prospect must say yes or no to that exact number. Some are ready to pay more for a deeper relationship. Some need a lower-commitment entry point. A flat price loses both groups.
A pricing ladder gives clients a way in at different levels and a way to grow into deeper coaching over time.
A simple 3-tier ladder
A practical PT ladder might look like: an entry tier (low-cost group programme, challenge or digital resource), a standard tier (monthly online or hybrid coaching), and a premium tier (full 1:1 coaching with high-touch support).
Each tier solves the same core problem but delivers it at a different depth, price and intensity.
Design the ladder around progression
The ladder should make sense as a journey. A challenge client can become a monthly group client. A monthly group client can become a 1:1 premium client. A 1:1 client can refer or graduate into a maintenance group.
When the ladder works, the coach captures value at every stage of the relationship instead of losing clients between offers.
Founder insight — Derrick Twum
MEM works because there are multiple ways for a coach, client or partner to engage. A pricing ladder for a PT business follows the same logic: meet people where they are, and give them a clear way to go deeper.
Key takeaway
A 3-tier ladder lets you serve more people, raise your average client value and create a clear path for clients to grow with you.
Reflection questions
- 1What is your entry-level offer today?
- 2What is your premium offer today?
- 3Is there a clear middle tier for clients who are not ready for premium?
- 4How do clients move between your offers?
Action task
Draft your 3-tier pricing ladder with a clear name, price and ideal client for each tier.
Worksheet
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