Open five coaching platform pricing pages in five tabs and you cannot compare them. One is showing you an annual rate written as a monthly figure. One has a sticker price that does not include nutrition or payments. One prices by client band, so your next signup costs $70. One publishes no price at all. None of the numbers are on the same basis.
This article is the arithmetic: what the market actually charges at a realistic client count, the two ways a pricing page will under-quote you, what payment processing takes out on top, and how to get any platform onto a single comparable monthly number in about five minutes. All figures are list prices from each platform's own pricing page, USD unless stated, as of September 2026.
The sticker is not the bill wherever features are add-ons. Trainerize at 50 clients is $135 plus $80 of add-ons; Fitsly at the same roster is $69 with every feature on every plan, so the tier price is the whole software bill.
Most pricing pages default to annual billing. TrueCoach shows $136.99 when the monthly price is $164.98; QuickCoach shows $32.50 when monthly is $39.
Card processing is a percentage of your revenue, not a subscription, and it is usually bigger than your software bill.
What you are actually buying
Coaching platforms price on one of three models, and which one you are looking at tells you what your bill does when the business grows.
Client bands. You pay for a rung, not a client. Everfit, TrueCoach, Hevy Coach and Fitsly all work this way. One extra client costs nothing until it is the client that pushes you up a band, at which point it costs the whole step.
Base plus per-client. A base fee covers a few clients and each one after that has a per-head rate. PT Distinction, FitBudd and Coachway do this. It is smooth rather than steppy, but it never flattens out unless the platform publishes volume breaks.
Flat rate, unlimited clients. One price regardless of roster size. My PT Hub Premium, Kahunas Ultimate and QuickCoach Pro sell this way, and it gets cheapest fastest as you scale.
Layered on top of all three is whether nutrition, payments, automation and a branded app are in the price or sold separately. That is where most of the gap between the sticker and the invoice lives.
Trap one: the page is probably showing you the annual price
Nothing about this is hidden — the billing switch is right there on every page that does it. The problem is that the annual figure is written as a monthly one, with "/mo" after it, and it is the first number your eye lands on.
TrueCoach is the clearest example. Its Pro plan shows as $136.99/mo when you arrive. The monthly list price for the same plan is $164.98/mo. Both figures are on the page, attached to the same price, and the page chooses to display the annual one. That is a $28 gap every month, or $335.88 across a year, and coaches find it on the first invoice.
QuickCoach does the same thing. Its Pro plan displays $32.50/mo; the monthly list price is $39/mo, with $390 a year being the annual rate. Trainerize's slider has the same behaviour — the first automated read of their page during our research came back with $23, $79 and $248 for the tiers, all of them annual-equivalent, all of them wrong for a monthly comparison.
If you are comparing one platform's monthly price against another's, both numbers have to be on the same basis. Comparing TrueCoach's $136.99 against a rival's monthly figure is comparing a twelve-month commitment against a rolling one. Switch every page to monthly first, note the numbers, and only then decide whether the annual discount is worth committing to. The TrueCoach pricing breakdown sets both bases out side by side if you want to see how wide the gap gets.
Annual discounts in this category run from about 10% to 25%. Trainerize saves 10%, Everfit 16%, TrueCoach the equivalent of one to two months, Kahunas 25%. Most of the rest, Fitsly included, run the standard two-months-free arrangement. Those are real savings and often worth taking. They are just not the number to budget monthly cash flow against, and they are not the number to compare with.
Trap two: the add-ons stack
The second way a sticker price stops being the bill is when the features you need are sold as separate monthly charges. Trainerize is the clearest case in the market, so it is the one worth working through.
On the Pro plan, four things are billed on top: advanced nutrition coaching, video coaching, a business add-on covering scheduling and payments, and Stripe integrated payments.
At 50 clients, Trainerize Pro is $135. Add nutrition at $45, the business add-on at $25 and Stripe integrated payments at $10, and the real monthly figure for a coach who programs food, takes payments and books sessions is $215. Video coaching is another $10 on top of that if you want calls inside the platform. The full Trainerize pricing breakdown works through every rung.
Everfit does a lighter version of the same thing: Autoflow, its automation, is from $29/mo on Pro, and On-Demand Collections is from $25/mo. Both are included on Studio. QuickCoach markets itself against add-on stacking and then sells three of its own — Coach Workflows at $14.99/mo, a Nutrition Booster Pack at $12.99/mo and a concierge website build at $29/mo.
Add-ons are regressive. A $29 automation charge on a $19 plan more than doubles the bill; the same $29 on a $160 plan barely registers. The smallest coaches feel add-on pricing hardest.
This is the one place where Fitsly's model is materially different rather than just differently priced: every feature is on every tier, including nutrition, payments, forms, habits and automations, so the tier price is the whole software bill. The $39 plan for 20 clients has exactly what the $419 plan for 500 has, and all of it works on the coach app on iOS and Android — building a program, writing a meal plan, reviewing check-ins, taking a payment — rather than a shorter list with the rest waiting for a laptop.
What the market charges at 50 clients
Fifty active clients is a realistic full-time roster and it is a rung or a tier boundary on most platforms, so it is the fairest single point to compare. These are list prices on monthly billing for a comparable feature set — including any add-on a platform charges separately for — as of September 2026.
| Platform | ~USD/mo at 50 clients | Model |
|---|---|---|
| QuickCoach Pro | $39 | Flat, unlimited clients |
| Fitsly | $69 | Client band |
| Hubfit Premium | $69 | Flat to 100 clients |
| Kahunas Growth | $69 | Flat to 50 clients |
| PT Distinction Master | $89.90 | Base + per client |
| Hevy Coach | $90 | Client band |
| My PT Hub Premium | $105 | Flat, unlimited clients |
| Everfit Pro + Autoflow | $124 | Band + add-on |
| FitBudd Pro | $139 | Base + per client |
| TrueCoach Pro | $164.98 | Client band |
| Trainerize Pro 50 + add-ons | $215 | Band + add-ons |
| Coachway | EUR 474 | Base + per client, no volume break |
The honest range for a full-time coach is roughly $40 to $215 a month, and where you land in it depends far more on which model you pick than on how good the software is.
Two things fall out of that table. The cheap end is genuinely cheap, not cheap with an asterisk — QuickCoach's $39 carries no client cap, and neither do Kahunas Ultimate at $99 or My PT Hub Premium at $105, so those plans get better as you grow rather than worse. And the expensive end is expensive mostly because of add-ons: $80 of Trainerize's $215 and $29 of Everfit's $124 are line items rather than plan price.
Fitsly's $69 is level with Hubfit and Kahunas at this roster and $30 above QuickCoach, and it is not the cheapest at a large one: Hubfit's $69 covers 100 clients where Fitsly's covers 50, and at 200 clients the flat plans from Kahunas and My PT Hub sit well under Fitsly's $229. What the Fitsly number buys at every rung is the full feature list, on the coach app, with nothing to stack.
Per-client bands: what one extra client really costs
If you are on a band-priced platform, your marginal client is either free or expensive, and there is nothing in between. Hevy Coach publishes a clean nine-rung ladder that shows what that looks like in practice.
TrueCoach has only three tiers, so its steps are the largest in the market: your 6th client takes you from $29.98 to $69.98, and your 21st takes you from $69.98 to $164.98. That single client costs $95 a month.
It matters for one practical reason: if you sell coaching at $150 to $300 a month, the client that triggers a $70 step covers it several times over. If you sell high-volume packages at $30 or $40 a month, that step eats two clients' fees and the band boundaries are worth planning around.
Bands also reward being full: a coach at 22 clients on TrueCoach Pro is paying for 50 slots.
Payment processing is the fee nobody budgets for
Every figure so far is a subscription. Card processing is not — it is a percentage of everything you collect, it grows in exact step with your revenue, and it never arrives as a bill you can look at.
Australian card rates sit a little under 2% plus a fixed amount per transaction for a domestic card, with a materially higher rate for international ones. Check your processor's current published rates, because they change and they differ by country. On a roster of 50 clients at $200 a month, that is $120,000 a year of card revenue and somewhere around $2,300 in processing — more than the software bill on almost every platform in the table above.
Three things follow. Your platform may take its own margin on top of the processor's rate, so check what you net on a charge. Trainerize charges $10 a month for Stripe integrated payments, a platform fee on top of Stripe's percentage rather than instead of it. And monthly billing costs more in fixed per-transaction fees than the same money collected quarterly — a real argument for a paid-in-full option. The full cost breakdown for an online coaching business puts processing next to the other lines so you can see how it ranks.
Branded apps: custom branding and white label are different products
The other cost outside the tier price is a branded client app, and two very different things are sold under that name.
Custom branding puts your logo and colours inside the platform's app; clients still download the platform's app from the store. Trainerize charges a one-time $169 setup fee for it on Pro, TrueCoach includes it on Standard and Pro, Hubfit includes it on Premium, and My PT Hub sells it as a $145 one-time add-on. PT Distinction includes it on Pro and Master, though on iOS the app is listed as "Online Personal Training" and takes your branding after login. Fitsly includes custom branding on every plan at no cost.
White label is your own app, under your own name, in the App Store and Google Play with no vendor branding anywhere. At 50 clients the published monthly prices as of September 2026 are:
| Platform | White label, monthly at 50 clients |
|---|---|
| Kahunas Ultimate | $99, unlimited clients, bundled |
| FitBudd Super Pro | $209 plus a $75 setup fee |
| Fitsly | $268 ($69 plan + $199 add-on, any tier) |
| Trainerize Studio Plus | $275, 500-seat minimum |
| My PT Hub | $330 ($105 Premium + $225 add-on), or $329 on Ultimate |
| Hubfit Enterprise | $469, waitlist |
| Everfit | Enterprise only, 500+ clients, not published |
| TrueCoach, QuickCoach, Hevy Coach | Not offered |
Fitsly's $199 is the mid-point of that list: Kahunas is cheaper, four platforms are dearer and four do not sell one at any published price. Publishing under your own name also needs an Apple Developer account at $99 a year and a one-off $25 Google fee, paid to Apple and Google on any platform.
The platforms that do not publish a price
Not every price in this category is on a page, and that is a verified fact rather than a gap in our research. Everfit's Enterprise tier, where white label lives, is quoted on application. TrueCoach stops publishing above 50 clients — its FAQ points larger rosters at a custom pricing conversation. Third-party sites quote figures for both. Those figures are not on either company's own page and should not be treated as their price.
That is a planning problem rather than a criticism: a published price is a five-minute comparison; a quote is a two-week one.
How to price any platform in five minutes
A repeatable order of operations:
- Switch the billing to monthly. Write the monthly figure down even if you intend to pay annually. This is the step that catches the annual-default trap.
- Find your client count on the ladder, then find the rung above it. If your next ten clients push you up a band, price the band you will be on in six months, not today's.
- List the features you will not coach without — nutrition, payments, automation, forms, video calls — and check each against the tier you priced. Anything sold separately gets added on.
- Add the branded app if you need one, separating custom branding from a real store listing.
- Add processing as a percentage of revenue, not as a subscription.
Do that for three platforms and the shortlist sorts itself out.
Which model suits which coach
Flat unlimited plans suit coaches who are already large. At 200 clients and heading up, a plan that ignores roster size is the cheapest arrangement in the market, and My PT Hub, Kahunas and QuickCoach all sell one. Up to 75 clients Fitsly's band price is lower than two of those three, with everything included.
Band pricing suits a stable roster. At 20 clients you are not subsidising a plan built for 200. The cost is that your marginal client is occasionally expensive.
Base-plus-per-client suits small rosters and gets worse as you grow unless the platform publishes volume breaks. Coachway's EUR 9 per client with no break is the extreme case — EUR 474 a month at 50 clients.
Add-on models suit coaches who genuinely only want the core. If you do not coach nutrition and take payments elsewhere, Trainerize's Pro price without the stack is competitive. If you need all of it, you are paying $215 for what several platforms charge under $100 for.
If the decision in front of you is a specific one, the direct comparisons go feature by feature: Fitsly against Trainerize, Fitsly against TrueCoach and Fitsly against Everfit. Fitsly's own ladder is on the pricing page — one number tied to active client count, every feature on every tier, so the number on the page is the number on the invoice.
