Coach Pricing Calculator
What buyers in your market pay a coach like you, the hourly floor your income goal needs, and how many clients each price takes. Free, and you can skip any question.
The math behind the calculator
Every number the calculator shows comes from the formulas and factors below, so you can check any result by hand. Money stays in US dollars until the last step.
1. What buyers in your market pay
Middle of your range = 297 × price level × who pays × what you coach × credential and experience
Credential × experience counts for at most 1.6
Bottom of your range = middle × 0.6
Top of your range = middle × 1.4
US$297 an hour is the North America average fee in ICF's 2025 Global Coaching Study. Every factor after it is a Tandem estimate, set out in the factor tables. When your clients are a mix of self-paying and employer-paid, the middle is the average of the two middles.
2. Three prices inside your range
Safer = middle × 0.85
Balanced = middle × 1
Bolder = middle × 1.2
The range runs wide because the fees coaches list publicly run lower than survey averages.
3. Your floor
Profit before tax = take-home goal ÷ (1 − tax rate)
Revenue you need = (profit before tax + business costs) ÷ (1 − card and payment fees)
Session hours you can sell a year = session hours a week × weeks a year × share of hours booked × (1 − share lost to no-shows)
Your floor = revenue you need ÷ session hours you can sell a year
Your floor is the least an hour of coaching must earn to reach your goal. With a goal of zero it covers your business costs.
4. What a price needs from you
Price per session = price an hour × session minutes ÷ 60
Hours you bill a week = revenue you need ÷ price an hour ÷ weeks a year
Hours one client takes a week = sessions a month × session minutes ÷ 60 × 12 ÷ weeks a year
Clients at a time = hours you bill a week ÷ hours one client takes a week
New clients a year = clients at a time × 12 ÷ months a client stays
Discovery calls a year = new clients a year ÷ 0.25
Session hours to plan a week = hours you bill a week ÷ (share of hours booked × (1 − share lost to no-shows))
We assume one discovery call in four becomes a client.
5. Your coaching week and your take-home
Coaching week = session hours × (1 + unpaid hours per session hour) + marketing hours
Take-home at a price = (price × session hours you can sell a year × (1 − card and payment fees) − business costs) × (1 − tax rate)
Unpaid hours are preparation, notes and admin. A loss stays a loss: tax comes off profit only.
6. Does your plan add up?
Yes when your floor is at most the top of your range and you plan at most 25 session hours a week
Session hours that would do it = revenue you need ÷ (middle × weeks a year × share of hours booked × (1 − share lost to no-shows))
Share booked that would do it = revenue you need ÷ (middle × session hours × weeks a year × (1 − share lost to no-shows))
Goal that would do it = take-home at the middle of your range
Costs that would do it = middle × session hours you can sell a year × (1 − card and payment fees) − take-home goal ÷ (1 − tax rate)
Each change is worked out on its own, with everything else as you set it and the price at the middle of your range. When you plan more than 25 session hours a week, the changes use 25. Clients whose employer pays are listed only when the middle of what employers pay reaches your floor.
7. Currencies
Price in your currency = price in US dollars × the fixed rate, to the nearest 5 (to the nearest 500 from 10,000)
Rates fixed on 11 November 2026: EUR 0.90128, GBP 0.75316, CAD 1.42419, AUD 1.45892 to the US dollar.
The factors
Price level, from where your clients are
| Level | Self-paying | Employer-paid | Countries |
|---|---|---|---|
| 1 (Premium) | 1 | 1 | United States, Switzerland, Singapore |
| 2 (High) | 0.79 | 0.79 | Canada, United Kingdom, Ireland, Australia, New Zealand, Norway, Denmark, Luxembourg, Hong Kong, Germany, Netherlands, Belgium, Austria, France, Sweden, Finland, Iceland, United Arab Emirates, Israel |
| 3 (Upper-middle) | 0.55 | 0.6 | Qatar, Kuwait, Bahrain, Oman, Spain, Italy, Portugal, Greece, Cyprus, Malta, Japan, South Korea, Taiwan, Czechia, Poland, Slovenia, Slovakia, Hungary, Estonia, Latvia, Lithuania, Croatia, Saudi Arabia, Chile, Uruguay |
| 4 (Middle) | 0.41 | 0.47 | Romania, Bulgaria, Turkey, China, Malaysia, Thailand, Mexico, Brazil, Argentina, Colombia, Peru, Ecuador, Costa Rica, Panama, Dominican Republic, South Africa, Botswana, Mauritius, Honduras |
| 5 (Emerging) | 0.27 | 0.36 | India, Pakistan, Philippines, Indonesia, Vietnam, Bangladesh, Sri Lanka, Egypt, Morocco, Tunisia, Jordan, Lebanon, Nigeria, Kenya, Ghana, Ethiopia, Uganda, Tanzania, Rwanda, Zimbabwe, Zambia, Ukraine, Serbia, Georgia, Armenia, Kazakhstan, Uzbekistan, Russia, Guatemala, El Salvador, Nicaragua, Bolivia, Paraguay |
Any country not listed, and clients in many countries, use level 2.
Who pays
| Buyer | Factor |
|---|---|
| Individuals paying for personal coaching | 0.6 |
| Individuals paying for career or leadership coaching | 0.7 |
| Business owners | 0.94 |
| Employers, for individual contributors | 0.75 |
| Employers, for managers and team leaders | 0.85 |
| Employers, for directors and senior leaders | 1.15 |
| Employers, for vice presidents | 1.3 |
| Employers, for the C-suite | 1.5 |
Coaching business owners uses the business-owner factor whoever pays. Employer-paid coaching for senior leaders uses the director factor, or the C-suite factor for leadership and executive coaching; all other employer-paid coaching uses the manager factor, unless you set client seniority.
What you coach
| Specialty | Self-paying | Employer-paid | Months a client stays |
|---|---|---|---|
| Life and personal | 1 | 4 | |
| Career and transition | 1.05 | 0.9 | 4 |
| Business owners | 6 | ||
| Leadership and executive | 1 | 6 | |
| Health and wellness | 1 | 4 | |
| Relationships | 0.9 | 4 | |
| ADHD and executive function | 1.05 | 4 | |
| Teams | 1 | 6 | |
| Something else | 4 |
A blank factor counts as 1.
Your credential and experience
| Credential | Factor | Experience when you skip years |
|---|---|---|
| None yet | 1 | 0.95 |
| In training | 1 | 0.9 |
| Associate Certified Coach (ACC) | 1.05 | 1 |
| Professional Certified Coach (PCC) | 1.15 | 1.1 |
| Master Certified Coach (MCC) | 1.3 | 1.25 |
| A credential from another body | 1.05 | 1 |
| Years coaching paying clients | Factor | Share of hours booked to start |
|---|---|---|
| Not yet | 0.9 | 35% |
| Under 1 year | 0.9 | 35% |
| 1 to 2 years | 0.95 | 60% |
| 3 to 5 years | 1 | 75% |
| 6 to 10 years | 1.1 | 85% |
| Over 10 years | 1.25 | 85% |
Starting settings by practice
| Full-time practice | Side practice alongside a job | Occasional coaching | Not sure yet | |
|---|---|---|---|---|
| Take-home goal a year | $60,000 | $15,000 | $3,000 | $15,000 |
| Session hours a week | 20 | 6 | 2 | 6 |
| Weeks a year | 44 | 42 | 40 | 42 |
| Business costs a year | $6,000 | $2,500 | $500 | $2,500 |
| Tax on profit | your country's rate | 35% | 35% | 35% |
| Share of hours booked, adjusted by | 0 points | -5 points | -5 points | -5 points |
| Unpaid hours per session hour | 0.75 if established, 1.25 if building | 0.5 | 0.5 | 0.5 |
| Marketing hours a week | 5 | 2 | 0 | 2 |
Every practice also starts with 3% card and payment fees, 5% of sessions lost to no-shows, 2 sessions a month per client, 60-minute sessions and monthly billing. Share of hours booked starts from your years coaching (or, when you skip years, your credential: None yet 35%, In training 35%, Associate Certified Coach (ACC) 60%, Professional Certified Coach (PCC) 75%, Master Certified Coach (MCC) 85%, A credential from another body 60%). You count as established with 3 or more years coaching paying clients or, when you skip years, with a PCC or MCC: full-time practices then start with fewer unpaid hours. Tax rates by country for full-time practices: United States 27%, United Kingdom 28%, Canada 32%, Australia 28%, Germany 40%, Netherlands 33%, Spain 36%, India 18%, Brazil 18%, Mexico 18%, South Africa 28%; anywhere else 28%.
Coach Pricing Calculator terms
- Information only. The Coach Pricing Calculator from Tandem Coaching Partners, LLC, doing business as Tandem Coaching Academy ("Tandem"), gives general, educational estimates. It is not financial, investment, tax, accounting, legal or business advice, and it is not a recommendation to charge any particular fee or to make any business decision.
- Estimates, not facts about you. Results come from the answers you give, default assumptions, published industry surveys and Tandem's own estimates. Market ranges approximate what coaches in broadly similar situations charge. They are not a quote, a guarantee or a statement of what any client will pay. Tax and cost figures are rough averages, not tax advice, and may not match your situation or the law where you work. Currency conversions use a fixed exchange rate and may be out of date.
- No guarantee of results. Tandem does not promise or guarantee any income, number of clients, booking rate or business outcome. Your results depend on many things outside Tandem's control.
- Your decisions are yours. You alone are responsible for your prices, your business decisions and following the laws and professional rules that apply to you, including tax, consumer protection and competition law. Check important decisions with a qualified accountant, tax adviser or lawyer before you act on them.
- No professional relationship. Using the calculator does not create a coaching, consulting, advisory, fiduciary or any other professional relationship between you and Tandem.
- Figures from other organizations. Where the calculator cites figures published by other organizations, such as the International Coaching Federation (ICF), those organizations have not reviewed, approved or endorsed the calculator or its results.
- Provided as is. The calculator is provided "as is" and "as available", without warranties of any kind, express or implied, including warranties of accuracy, completeness, fitness for a particular purpose and non-infringement. It may contain errors, and Tandem may change or withdraw it at any time.
- Limitation of liability. To the fullest extent the law allows, Tandem and its owners, staff and contractors have no liability to you of any kind for any loss or damage arising from your use of, or reliance on, the calculator, its results, the emailed report or the brochure, including lost income, lost profits and business losses, whether direct, indirect, incidental or consequential. The calculator is free. Where the law does not allow Tandem to exclude its liability entirely, that liability is limited to the smallest amount the law allows.
- What Tandem stores. Tandem stores every answer you give, every setting you change and every result the calculator shows you, including any current prices you add to the Tandem Coach Pricing Report. We store them with a random reference kept in your browser and with the visit record our site analytics keep for every visitor. If you give us your first name and email address in the calculator, before your results or to email yourself the report, we keep them with that visit record too. If you ask for the emailed report, we also keep a PDF brochure of your results for 7 days so its link works.
- Your results link. Once your results are saved, the page address carries a private code for them, and the emailed report links to your results and your brochure the same way. Anyone who has one of these links can open those results, so share them only with people you choose. A brochure link stops working after 7 days.
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- How Tandem uses your answers. We use your answers and results to show you your numbers, to improve the calculator and our programs, to understand how coaches price their work, and to tell you about Tandem programs that fit your situation. Marketing email follows the Privacy Policy, and you can unsubscribe at any time.
- Statistics and reports. We combine answers from many coaches into statistics, benchmarks and reports, such as the Tandem Coach Pricing Report, and may publish them. Published figures come only from groups of 10 or more coaches and never name or identify you.
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