The price TrueCoach shows you when you land on its pricing page is not the price you pay if you sign up month to month. The page defaults to annual billing, so the figures on screen are $26.34, $57.99 and $136.99. The monthly list prices behind the same billing switch are $29.98, $69.98 and $164.98. On the top plan that is a $28 gap every month, and coaches find it on their first invoice rather than on the pricing page.
This article is the arithmetic: both billing bases for all three tiers, what one extra client actually costs, what is and is not included, and where TrueCoach sits against the rest of the market at a real client count. All figures are TrueCoach's own list prices from their pricing page, USD, as of September 2026.
The page shows annual prices by default. Monthly list is $29.98, $69.98 and $164.98 — check the billing switch before you budget.
There are no paid feature add-ons. TrueCoach's own FAQ answers the extra-fees question with "Nope, what you see is what you get."
Published tiers stop at 50 clients. Above that the price is a conversation, not a number.
The number on the pricing page is the annual price
TrueCoach's page holds both figures for each tier — a monthly one and an annual one — and shows the annual one first. So the Pro plan reads $136.99/mo on arrival, and $164.98/mo only after you switch the billing to monthly.
Nothing about that is hidden. The switch is right there and the annual saving is labelled. It is still the single most common way coaches misprice this platform, because $136.99 looks like a monthly price, is written as "/mo", and is the first number your eye lands on.
If you are comparing TrueCoach against another platform's monthly price, you have to be reading the monthly column. Pro is $164.98/mo billed monthly and $136.99/mo billed annually — a $335.88 difference across a year. Comparing $136.99 against a rival's monthly figure is comparing a twelve-month commitment against a rolling one.
The same trap exists on several competitor pricing pages, which is why it is worth building the habit rather than treating it as a TrueCoach quirk. Everfit and Trainerize both publish annual-equivalent numbers prominently, and the figures in the Everfit pricing breakdown and the Trainerize pricing breakdown are stated on a monthly basis for exactly that reason.
The three published tiers
| Plan | Billed monthly | Billed annually | Active clients |
|---|---|---|---|
| Starter | $29.98/mo | $26.34/mo | up to 5 |
| Standard | $69.98/mo | $57.99/mo | up to 20 |
| Pro | $164.98/mo | $136.99/mo | up to 50 |
TrueCoach markets the annual saving as "1 month free" on Starter and "2 months free" on Standard and Pro, with an asterisk explaining that it means the equivalent of that many months when you compare the total annual cost against twelve monthly payments. The arithmetic backs it up: Standard at $69.98 for twelve months is $839.76, and the annual rate works out at $695.88 — a saving of $143.88, or a little over two monthly payments.
The figure the page does not show you first. It covers up to 50 active clients, with no feature add-ons on top.
What one client actually costs
Per client, at the top of each tier, monthly billing:
- Starter: $29.98 for 5 clients is $6.00 per client.
- Standard: $69.98 for 20 clients is $3.50 per client.
- Pro: $164.98 for 50 clients is $3.30 per client.
That is the flattering way to read it, and it is only true if you are sitting at the top of a tier. TrueCoach has three tiers and two gaps, and the gaps are wide:
- Your 6th client moves you from Starter to Standard: $29.98 to $69.98. That single client costs you $40 a month.
- Your 21st client moves you from Standard to Pro: $69.98 to $164.98. That single client costs you $95 a month.
Three tiers instead of eight or nine rungs means fewer, larger steps. A coach at 20 clients on Standard is paying $3.50 per client; the moment they sign the 21st they are paying $7.86 per client until the roster grows into the new tier. That is not a defect, it is what coarse tiering does, but it changes how you should think about your 21st client. At $95 a month, that client needs to be worth more than a rounding error in your pricing — which, at any normal coaching rate, they are. It matters far more if you sell cheap, high-volume packages where one client's fee is $30 or $40 a month.
The practical implication is that TrueCoach rewards filling a tier. If you are at 22 clients you are paying Pro money for a roster the tier could hold twice over, and the sensible move is either to grow into it or to look hard at whether you should still be on Standard. For comparison, the same 21st client on Fitsly moves you from $39 to $69 — a $30 step for a 50-client ceiling, with nothing else changing about what the plan includes.
Above 50 clients there is no published price
Pro is the top published tier and it caps at 50 active clients. TrueCoach's FAQ then asks what happens if you have more than 250 clients and answers that you should contact them for custom pricing — which tells you there is a band between 50 and 250 clients that is priced somewhere, just not on the pricing page.
What that band costs is not published, and anyone quoting you a figure for a 100-client TrueCoach account is guessing. If your roster is already past 50, or you expect it to be within the year, you cannot budget for this platform from the public page. You have to ask.
That is worth knowing before you commit to twelve months on Pro. An annual commitment at 45 clients is fine; an annual commitment at 48 clients when you are adding three a month means you'll be in an unpriced conversation before the term is up.
There are no paid feature add-ons
This is the strongest thing about TrueCoach's pricing and it deserves to be said plainly. Ask TrueCoach whether there are extra fees and the FAQ answer is: "Nope, what you see is what you get."
No nutrition add-on, no payments add-on, no automation add-on, no video coaching module. The tier price is the bill. Against Trainerize — where advanced nutrition, video coaching, the business bundle and Stripe payments are four separate monthly charges — that is a material difference in how predictable your cost is.
It matters most when you compare platforms at the same client count. A $164.98 sticker that stays $164.98 is a different proposition from a lower sticker that grows every time you turn something on, and the second pattern is common enough in this category that coaches have learned to distrust the headline number. TrueCoach's headline number is the number, once you have it on the right billing basis.
Only a handful of platforms price this way. Fitsly is one of them: every feature is on every plan, from the $39 plan for 20 clients to the $419 plan for 500, and the one add-on is white label, which is a separate app under your own name rather than a feature. The two platforms differ on what the number covers — TrueCoach gates some features by tier, covered below, where Fitsly gates nothing — but on both, the invoice matches the pricing page.
Nutrition runs through MyFitnessPal
TrueCoach does not ship a built-in food database. Nutrition is handled through an integration with MyFitnessPal, so your client logs their food in MyFitnessPal and you see it in TrueCoach.
Whether that is a problem depends entirely on how you coach. If your clients already use MyFitnessPal and you mostly want visibility on what they ate, an integration is fine and saves them learning a second place to log. If you write meal plans, set macro targets and expect to adjust them from inside the same tool you program in, you are working across two products and two subscriptions, and your client has to keep the second one connected.
It is the clearest structural difference between TrueCoach and the platforms that build nutrition in. Fitsly, for instance, includes a food database, meal plans and macro tracking on every tier rather than through a third party — the detail is on the nutrition feature page — and the coach can write and adjust a client's plan from the coach app on iOS or Android without going to a desktop. The question to ask yourself is whether nutrition is a thing you check or a thing you coach, because the second one is where a built-in database earns its place.
What Starter leaves out
The three tiers are not the same product at different client counts. Two things are missing from Starter specifically:
- Wearables integration. No syncing from a client's watch on the entry tier.
- The custom-branded app. Starter clients use the standard TrueCoach app. On Standard and Pro the branded app is your logo, colour theme and subdomain inside the TrueCoach app — clients still download it under TrueCoach's name. TrueCoach does not sell a standalone app under your own name, as of September 2026.
And one thing is Pro only:
- Zapier automations. If you connect TrueCoach to the rest of your business — a CRM, an email tool, a spreadsheet — that lives on the top tier at $164.98/mo monthly.
That last one is worth flagging for coaches with 10 or 15 clients who run a lot of automation. On client count alone you belong on Standard at $69.98. If you need Zapier you are on Pro at $164.98, paying for 30 client slots you are not using, and the honest comparison is against platforms that put automation in the base product — on Fitsly, automations, wearable sync and your branding in the client app are all on the $39 plan — rather than against TrueCoach's Standard price.
TrueCoach also publishes a library of more than 3,000 exercise videos across all tiers, and, as with every platform in this category, clients pay nothing to use the app.
The trial and the 90-day guarantee
TrueCoach runs a 14-day free trial, which is the category standard.
The 90-day money-back guarantee is the one that needs reading carefully: it applies to first-time annual subscribers only. If you sign up monthly, it does not apply to you. If you have subscribed before, it does not apply to you. It exists to de-risk the annual commitment, and it does that job well — a first-time coach taking the annual rate on Standard is committing $695.88 with a three-month window to change their mind.
So the two discounts point the same way. Annual billing is where TrueCoach's pricing is most attractive and where the guarantee lives, and monthly billing is where the list prices are 14% to 20% higher with no safety net beyond the fortnight trial.
TrueCoach against the market at 50 clients
Fifty clients is TrueCoach's ceiling and a realistic full-time roster, so it is the fairest point to compare. These are list prices on monthly billing for a comparable feature set — including any add-ons a platform charges separately for — as of September 2026.
| Platform | ~USD/mo at 50 clients |
|---|---|
| Fitsly | $69 |
| Hubfit Premium | $69 (covers 100) |
| Kahunas Growth | $69 |
| PT Distinction Master | $89.90 |
| Hevy Coach | $90 |
| My PT Hub Premium | $105 (no client cap) |
| Everfit Pro + Autoflow | $124 |
| FitBudd Pro | $139 |
| TrueCoach Pro | $164.98 |
| Trainerize Pro 50 + add-ons | $215 |
Read that table honestly and two things fall out.
TrueCoach is one of the more expensive options at 50 clients — more than double the $69 group — and its position improves the moment you look at what a coach is charged on top. Trainerize's $215 is a $135 plan plus $80 of add-ons; Everfit's $124 is $95 plus a $29 automation charge. TrueCoach's $164.98 is $164.98. If the thing that bothers you about coaching software is the line items, that is the argument for paying it.
The second thing is that the $69 at the top of the table is the same kind of number. Fitsly's $69 at 50 clients already includes nutrition, payments, automations, check-in forms, habits, wearable sync and your branding in the client app, with nothing to stack, and every one of those tasks is done from the coach app on iOS and Android rather than from a desktop. Hubfit Premium covers 100 clients for the same $69, which is the cheaper option for a coach carrying a large roster; what a coach gets on Fitsly for that is the full product on every plan from the first client up. The wider rundowns of the best online coaching platforms and the best personal training software rank the field on more than price, and the direct Fitsly and TrueCoach comparison goes feature by feature if that is the specific decision in front of you.
Who TrueCoach's pricing suits
It suits you if you have between 21 and 50 clients and you fill the tier. Pro at 50 clients is $3.30 each with nothing to add on. Pro at 22 clients is $7.50 each, and that is the version of this plan coaches complain about.
It suits you if you are billing annually and you have not subscribed before. That is where the 14% to 20% discount and the 90-day guarantee both apply, and it is the only combination where they do.
It suits you if you coach training and check nutrition rather than program it, because the MyFitnessPal route works well for visibility and less well as a place to write and adjust plans.
It suits you less on Starter. Five clients for $29.98 is $6.00 each, without wearables or branded app, which is the least competitive point on the whole ladder — several platforms have a free tier or charge under $25 for a comparable small roster.
It suits you least if you are heading past 50 clients, because the price stops being published and starts being a sales conversation. Coaches in that position generally want a number they can plan around; the TrueCoach alternatives rundown covers which platforms publish theirs.
