Stop selling hours
The most repeatable finding in the source data: coaches who sell packages earn 40 to 60% more than hourly-billing coaches for the same hours worked. Not because they work harder, but because an outcome is easier to price than a meeting.
The three-tier structure
Most coaches earning above $100,000 run some version of this. The tiers are not three sizes of the same thing: they differ by access, not just by session count, which is what lets the top tier cost several times the bottom one.
- EntryEmail onlyLength3 monthsSessions6 callsPrice$1,500 to $3,000
- CoreMessaging includedLength3 to 6 monthsSessions8 to 12 callsPrice$3,000 to $6,000+
- PremiumPriority async accessLength6 monthsSessionsWeeklyPrice$7,500 to $15,000+
Real packages, by niche
These are the shapes each niche is actually sold in. Read across niches rather than only down your own: the structures travel further than the prices do.
Executive coaching
- Leadership sprintSessions, assessments and summariesSessions6 × 60 minLength3 monthsPrice$3,000 to $8,000
- 6-month contractSessions, EQ/DISC assessment, action plans and messagingSessions12 × 60–90 minLength6 monthsPrice$8,000 to $20,000
- 1-day intensiveDeep-dive, team briefing and 30-day follow-upSessions1 full day on-siteLength1 dayPrice$3,000 to $8,000
- Annual retainerPriority access, quarterly reviews and ongoing advisorySessionsMonthly calls and on-callLength12 monthsPrice$20,000 to $80,000
Business coaching
- Strategy kickstartSessions and action plansSessions4 × 60 minLength4–6 weeksPrice$1,200 to $2,400
- 90-day acceleratorSessions, chat and frameworksSessions8–10 × 60 minLength3 monthsPrice$3,000 to $6,000
- 6-month partnershipSessions, chat and reviewsSessions12–16 × 90 minLength6 monthsPrice$6,000 to $15,000
- Monthly retainerSessions and on-call accessSessions2–4 × 60 minLengthOngoingPrice$1,500 to $4,000/mo
Health and wellness
- 4-week resetSessions, habit tracker and a food and movement planSessions4 × 60 minLength4 weeksPrice$400 to $800
- 3-month programmeSessions, weekly check-ins and resourcesSessions8–10 × 60 minLength3 monthsPrice$900 to $2,000
- Ongoing monthlySessions and between-session messagingSessions2–4 × 60 minLengthMonthlyPrice$300 to $700/mo
- App-based with coachPsychology-based app and a weekly coach check-inSessionsDaily lessonsLengthOngoingPrice$17 to $149/mo
Career coaching
- Single sessionSession and prep from intake formSessions1 × 50 minLength1 sessionPrice$99 to $280
- Job search sprintSessions, CV review and LinkedIn auditSessions4 × 50 minLength4–6 weeksPrice$500 to $1,000
- Career transitionSessions, interview prep and negotiation coachingSessions8 × 50 minLength3 monthsPrice$1,200 to $2,500
Life coaching
- StarterSessions and email supportSessions4 × 60 minLength4 weeksPrice$400 to $600
- 3-month programmeSessions, email and worksheetsSessions8 × 60 minLength3 monthsPrice$1,200 to $2,500
- 6-month deep diveSessions, chat and accountabilitySessions12–16 × 60 minLength6 monthsPrice$2,500 to $5,000
- VIP intensive dayDeep-dive session and follow-upSessions1 full dayLength1 dayPrice$750 to $2,000
- Group coachingGroup sessions and communitySessionsGroup callsLengthMonthlyPrice$100 to $300/mo
Estimate, Verified sample · n=78
What to sell alongside
94% of coaches earning above $100,000 sell something other than one-to-one sessions. The reason is capacity: a full 1:1 book at $5,000 a package needs 20 clients a year, which is a near-full load with no buffer for attrition or a slow quarter.
Add one group programme running twice a year, 12 people at $1,500, and the same revenue needs 13 1:1 clients instead of 20. The argument is stability, not just income.
- Group coaching programme8 to 20 participants per cohortPrice$500 to $3,000
- VIP intensive daySingle day, deep engagementPrice$1,500 to $15,000
- Online courseAsynchronous, low-touchPrice$297 to $2,000
- Membership or communityRecurring revenuePrice$47 to $197/mo
- Corporate or B2B retainerOrganisation-level contractsPrice$3,000 to $10,000/mo
The passive income caveat
Courses and memberships are sold to coaches as passive income. The data is more measured: the median online course makes under $5,000 in its first year without an established audience, and coaches earning meaningfully from courses typically have email lists above 5,000 or social audiences above 50,000, plus three to six months of production time already spent.
Treated as an entry-point offer that converts buyers into 1:1 or group clients, a course earns its place. Treated as a replacement for client work in year one, it does not.