Every coaching platform sells a branded app, and almost none of them sell the same thing at the same price. One charges a one-off fee to put your logo inside its own app. Another bundles a real App Store listing into a plan that costs less than some platforms charge for the logo. The prices for what looks like the same product run from nothing to several hundred dollars a month, and the reason is that it is not the same product.
This article defines the two things being sold, puts the published prices for each next to one another, says what the fee actually buys, and works through the client count where a branded app starts to earn its keep.
Custom branding and white label are two different products
Get this straight before looking at a single price, because most vendors use the words loosely.
Custom branding is your logo, colours and business name inside the platform's own app. Your client downloads an app called Trainerize or Fitsly or Everfit from the store, signs in, and sees your brand from then on. On Fitsly this is the brand kit, and it is included on every plan at no cost.
White label is a standalone app on the App Store and Google Play, published under your own business name and your own developer accounts, with its own icon on the client's phone and no platform branding anywhere. On Fitsly this is a $199 a month add-on, on any plan from 20 clients up.
We covered the mechanics of that split in what is a branded coaching app. The short version is that custom branding is included or close to free almost everywhere, and the store listing is what the monthly fees are for. When you compare prices, the first job is working out which of the two a given number buys.
Trainerize is the cleanest illustration. Its Pro Custom Branded App is a one-time $169 fee: you get your own listing on Google Play, but on iOS your clients download the shared Trainerize app. The tier with a real listing on both stores is Studio Plus, from $275 a month with a 500-seat minimum, and it needs an Apple Organization account with a D-U-N-S number (all as of September 2026). Same phrase, two products, and a large gap between them.
A coach who wants a real listing and shops on the branded-app line item will often shortlist the wrong plan. Read the small print for the word "download": if your client downloads the platform's app, you bought custom branding.
What each platform sells, and what it costs
Every platform with a published price, sorted into the two columns. USD, verified September 2026 from each vendor's own pages. "At 50 clients" is the plan plus the white label charge, where one exists.
| Platform | Custom branding | True white label (own store listing) | White label at 50 clients |
|---|---|---|---|
| Kahunas | Not offered; clients use the Kahunas app on Essentials and Growth | Ultimate, $99/mo, unlimited clients, your own developer accounts | $99/mo |
| Fitsly | Included on every plan | $199/mo add-on on any plan from 20 clients; your own developer accounts | $268/mo |
| Trainerize | Pro plans, $169 one-time; own Play listing, shared Trainerize app on iOS | Studio Plus from $275/mo, 500-seat minimum, Organization account and D-U-N-S required | $275/mo |
| My PT Hub | $145 one-time add-on; the icon changes after login but it is still the My PT Hub app | $225/mo add-on on Premium ($105/mo), or bundled in Ultimate at $329/mo; own developer accounts and D-U-N-S | $330/mo |
| Hubfit | Included on Premium, $69/mo | Enterprise, $469/mo, waitlist, up to 500 clients | $469/mo |
| FitBudd | Pro, $79/mo plus $2 per client ("custom app theming") | Super Pro, $149/mo plus $2 per client over 20, plus a $75 non-refundable setup fee; own developer accounts and D-U-N-S | $209/mo plus setup |
| PT Distinction | Included on Pro and Master | Not a true own-name iOS listing: the iOS app is called "Online Personal Training" in the store and shows your brand after login; Android gets your name, published by PT Distinction | $89.90/mo (Master), with that caveat |
| Everfit | Included on Pro and Studio; $75 one-time for the "Advanced" version | Enterprise only, 500+ clients, price not published | Not available |
| TrueCoach | Included on Standard and Pro: logo, eight colour themes, your own subdomain | Not offered | Not available |
| QuickCoach | Pro, $39/mo; a browser-installed app rather than a store app | Not offered | Not available |
| Hevy Coach | Not offered; clients use the standard Hevy app | Not offered | Not available |
| Coachway | Included on the only plan | Exists as a separate paid option; price not published | Not published |
Two things fall out of that table. Four platforms — Everfit, TrueCoach, QuickCoach and Hevy Coach — do not sell a true white label app at any published price, whatever their pages call the branding option. And three of the ones that do have a floor a 50-client coach cannot get past: Trainerize's is 500 seats, Everfit's is 500 clients, Hubfit's is a waitlist. That leaves Kahunas, Fitsly, My PT Hub and FitBudd as the published white label options a coach can buy this month.
Where Fitsly sits on price
At 50 clients, white label on Fitsly is the $69 plan plus the $199 add-on.
$69 plan, $199 white label add-on, and $100 per app update when you want one.
Kahunas is cheaper: $99 a month on Ultimate for branded iOS and Android apps with their own store listings and no client cap, as of September 2026. Above Fitsly are My PT Hub at $330 for a 50-client coach ($105 Premium plus the $225 add-on), Trainerize Studio Plus at $275 with a 500-seat minimum, and Hubfit Enterprise at $469. Fitsly's $199 is the mid-point of the published market, and it is available from the 20-client plan up with no seat minimum and no waitlist.
What the $199 sits on top of is the part the table cannot show. The plan underneath already has every feature — training, nutrition, check-in forms, habits, payments, automations, messaging and your brand kit — on every tier, so the branded app is the full product from day one rather than a tier you have to grow into. On Kahunas the same store listing needs the top plan; on Trainerize it needs 500 seats; on My PT Hub the add-on costs more than twice the plan it sits on. On Fitsly the invoice is two lines, and only one of them changes with your client count.
Coaches who have moved across with a branded app tell us the thing their clients mention is how little is on the screen — the week's training, the check-in, the food log and the message thread, and not much else — which is exactly the impression a business brand is paying for. Do not take our word for it: run the client app on a trial and count the taps to log a workout.
What the money actually buys
Publishing an app under your own name is not a switch. Someone has to hold a developer account, prepare a build with your icon and splash screen, write a store listing, submit it to two review queues, and answer whatever Apple and Google come back with. On every platform, the fee is buying that work and the ongoing responsibility for it.
The variable worth checking is whose accounts the app is published under. On Fitsly, the Apple and Google developer accounts are registered in your name or your business's name — you own them and you own the listings — and the launch team helps you set them up if you do not have them when you apply. An Individual Apple account is enough; there is no D-U-N-S requirement unless you choose an Organization account. You submit a five-step application with your app name, business details, a 1024x1024 pixel icon with no transparency, a splash colour, a support email, a privacy policy and a store description, and we build and submit the app under those accounts.
That matters mostly for what happens if you leave. An app published under your developer account is a listing you keep control of. An app published under the platform's account is not. It is a question worth asking every vendor on the shortlist, and the answer is rarely on the pricing page.
The costs that are not on the pricing page
Three of them, and they apply on every platform, not just ours.
Apple charges $99 a year and Google charges $25 once. These are paid to Apple and Google directly, for the developer accounts, and no platform can waive them. Any comparison of monthly fees is missing about $8 a month before you start.
Your app stays at the version it was built with. This is the one coaches consistently underestimate. When the platform ships a new feature, clients on the standard app get it that week; clients on your branded app get it when someone rebuilds and resubmits your app. On Fitsly an update costs $100 and the terms allow one per 60 days, which puts the ceiling at six updates a year. Fitsly ships often — coaches who have moved from slower platforms tell us the difference is that a request gets built rather than filed — so plan on two updates a year, budget roughly $200 on top of the subscription, and accept that your branded app runs a few months behind the standard one.
The app stops working when you stop paying. On Fitsly, cancelling takes effect at the end of the paid period; after that your clients open the branded app and get a screen telling them it is no longer available and to contact you. Nothing is deleted — the application, version history and store listings are kept, and restoring puts clients back online within minutes without a rebuild or a reinstall — but there is a window where your clients cannot train. Ask every vendor what their version of that screen says and how much notice clients get.
When custom branding is enough
If you coach 15 clients, a store listing is something nobody is going to search for. Nobody finds a coach by browsing the App Store. Your clients come from Instagram, from referrals, and from people who already know your name, and they will install whatever app you send them a link to. The icon on their phone does not change how they found you.
Run the number as a share of revenue. At 20 clients paying $200 a month, a $199 add-on plus a $39 plan is around 6% of gross revenue for a change to the icon and the sign-in screen. At 200 clients on the same rate, $428 a month is just over 1%. The fee is fixed and the benefit is a first impression, so the arithmetic starts working somewhere north of 50 clients — and that is arithmetic, not taste.
It is also worth being clear about what the app changes for an existing client. They already have your programs, your check-ins and your messages; the branded build changes the icon, the splash screen and the sign-in screen. That is a real improvement to how established the business looks, and it is not a feature they will use.
Coaches still moving between platforms should also wait. A store listing is a switching cost: every client has to download something new the next time you change, on top of the work of migrating them at all. Settle on a platform first.
For nearly everyone below that line, custom branding does the job. Your business name, logo, colours, branded invitation and welcome emails and a branded setup page cover the entire first impression a client gets. On Fitsly that is the brand kit, on every plan including the $39 one, with nothing to apply for; TrueCoach includes it on Standard and Pro, and Trainerize's is a one-off $169 (as of September 2026). Put the $199 into ads or your own time, and revisit it when the number stops mattering.
When it is worth paying for
Three situations make a white label app worth its cost, and none of them are about client acquisition.
The first is a business brand rather than a personal one. If clients are buying "the studio" rather than buying you, a platform's name on the app icon undercuts what you are selling. The second is sub-coaches delivering under your brand — the same argument, with more people attached to it, and on Fitsly sub-coaches are included on every plan rather than a separate tier. The third is scale, where the fee has become a rounding error and the polish is free in practical terms.
If you are somewhere in the middle, work it out against your whole software bill rather than in isolation. A branded app on top of a platform, a payment processor and an email tool is a different decision from a branded app on its own; the full cost of running an online coaching business is usually higher than coaches expect before they add anything to it. And if the plan is to grow into it, the sequence that works is getting to the client count first and buying the app second — which on a platform where every feature is already on the plan means nothing else changes on the day you add it.
How to compare vendors on this
Four questions get you a real comparison, and none of them are answered by the price:
- Is this a store listing or custom branding? If clients download the platform's app, it is custom branding, whatever the page calls it. Check both stores: Trainerize Pro and PT Distinction give different answers on Android and iOS.
- Whose developer accounts, and what kind? Yours or the platform's decides who controls the listing. Whether an Individual account is enough decides whether you need a D-U-N-S number before you can start.
- What does an update cost and how often can I request one? A cheap subscription with expensive or rationed updates is not cheap.
- What do clients see the day I stop paying? Get the specifics: the screen, the notice period, and what happens to their data.
Ask those four of every platform on your shortlist and the pricing differences start making sense. The Fitsly answers are in one place on the white label page.
