There are a lot of very good trainers out there who simply don’t charge what they’re worth.  Sometimes they don’t know any better, or in rare occasions the market simply won’t bear a higher price.  That, btw, is VERY rare.  If your market won’t pay what you’re worth, you’re targeting the wrong market.

But, the main reason most trainers don’t charge what they should is a simple one: Fear.

That’s right, they’re afraid to.  And you know why they’re afraid to?

Because they wouldn’t pay that much for personal training, so they’re afraid others won’t either.

Here is something you MUST learn if you want to succeed in any business:

YOU ARE NOT YOUR TYPICAL CLIENT!

Sit there and let that sink in.

Of course you wouldn’t pay $100 for a personal training session.  You’re (presumably) already fit and know what you need to do to stay that way.

Do you think an expert car mechanic will pay someone $100/hour to fix his car? Of course not!  He is not in his target market.  His target market is people who need their car fixed, don’t know how to do it, and are willing to pay him $100/hour to do it.

You are not in your target market.  If your specialty is fat loss, then your target market is people who want to lose fat, don’t know how to do it, and are willing to pay an expert what he/she’s worth to teach them.

And trust me, that is a huge market.  So is the rehab market, the sport specific market, the athletic improvement market, the figure market, etc.

Whatever your specialty is, there is a hungry market willing to pay you.

Don’t project your own values onto your market.

Just because your mechanic won’t pay to have his car fixed doesn’t mean you won’t.

Just because you wouldn’t pay your rates for training, doesn’t mean your target market won’t.

Remember, you are NOT your target market.

Start charging what you’re worth.