How to Set Coaching Rates in Canada: A Profitable Pricing Guide for Service-Based Entrepreneurs
Stop Undercharging: The Real Cost of Guessing Your Coaching Rates in Canada
Setting your coaching rates shouldn't feel like throwing darts in the dark.
Yet most coaches in Canada find themselves stuck in a pricing limbo. You're scrolling through competitor websites at midnight, calculator in hand, wondering if $75 per hour is too little or if $200 per session will scare everyone away.
Here's what typically happens: You either pick a number that "sounds reasonable" based on what you think people can afford, or you mirror another coach's pricing without understanding their business model, overhead costs, or years of experience. Both approaches lead to the same problem: underearning while overworking.
Pricing your coaching services effectively combines financial strategy with mindset work. It's not just about what others charge or what feels comfortable. It's about building a business that sustains you financially while delivering exceptional value to your clients.
As a CPA who transitioned into coaching and founded Profit & Lattes, I've worked with dozens of service-based entrepreneurs who struggle with this exact challenge. The good news is that there's a systematic approach to setting coaching rates in Canada that removes the guesswork and sets you up for long-term success.
How Much Should You Charge as a Coach in Canada?
This is the question that keeps new coaches up at night, endlessly Googling and still feeling unsure.
There's no universal "right" answer because coaching rates in Canada vary wildly based on your niche, experience, location, business model, and the transformation you deliver.
Entry-level coaches typically charge between $75-150 per session or $500-1,500 for three-month packages. Mid-level coaches often charge $150-300 per session or $2,000-5,000 for packages. Established coaches with proven results can command $300-500+ per session or $5,000-15,000+ for premium programs.
But here's what most pricing guides won't tell you: these ranges are almost meaningless for your specific business.
What you charge needs to account for your baseline personal income requirements, business operating expenses, Canadian tax obligations including CPP contributions, GST/HST collection once you hit $30,000 in annual revenue, invisible work hours like prep and admin time, your capacity limits, and the actual value you create for clients.
A coach in downtown Toronto with high overhead and premium positioning will price differently than a new coach in rural Saskatchewan building their first client base. Both can be successful, but they need different pricing strategies.
The real question isn't "What do other coaches charge?" It's "What do I need to charge to build a sustainable, profitable business while delivering exceptional results?"
5 Pricing Mistakes Keeping Canadian Coaches Broke
Even talented, hardworking coaches find themselves struggling financially. Usually, it's not because they lack skill. It's because they're making one (or several) of these critical pricing errors.
Mistake #1: Charging Hourly Instead of for Transformation
When you price by the hour, you're selling time, not results. This creates several problems: clients focus on the clock instead of outcomes, you penalize yourself for becoming more efficient, and you cap your income at the number of hours you can physically work.
The fix: Shift to package pricing that focuses on outcomes. A three-month coaching package at $2,400 feels more valuable than "six hours of my time" even if the math works out similarly.
Mistake #2: Ignoring Canadian Tax Realities
Here's a scenario I see constantly: A coach calculates they need to earn $4,000 per month, sets their pricing to generate that revenue, and then feels shocked when they can barely pay themselves $2,500 after taxes and expenses.
As a self-employed coach in Canada, you're responsible for both employer and employee portions of CPP. You'll pay federal and provincial income tax on your net profit. Depending on your income and province, you could be looking at 25-40% going to taxes.
The fix: Always build in a 25-30% buffer for taxes and business expenses when calculating your minimum rates. If you want to take home $4,000 monthly, you need to generate closer to $5,500-6,000 in revenue.
Mistake #3: Comparison Shopping Your Rates
You find a successful coach with a beautiful website who charges $150 per session. You think, "I'm just starting out, so I should charge $75 to be competitive."
This logic is flawed. You don't know their cost structure, business model, years in business, or other revenue streams. You're making decisions based on incomplete information and anchoring your rates to someone else's business instead of your own needs.
The fix: Use competitor pricing for general market context, but base your actual rates on your cost structure, desired lifestyle, and the specific value proposition you offer.
Mistake #4: Undervaluing Invisible Work
That one-hour coaching session isn't actually one hour of work. There's pre-session prep, post-session follow-up, email support between sessions, developing resources, client onboarding, scheduling, and business development activities.
When you price for only contact hours with clients, you're working for a fraction of what you think you're earning.
The fix: Track your actual time for a typical week, including all behind-the-scenes work. Many coaches discover they need to charge 2-3x what they initially thought to account for invisible work.
Mistake #5: Never Raising Your Rates
You set your prices when you launched and now you're afraid to change anything. Meanwhile, you've gained experience, refined your processes, and collected testimonials. Your value has increased, but your rates haven't.
The fix: Review your rates every 6-12 months. Raise them for new clients as you gain experience. Existing clients can be grandfathered temporarily. Raising rates is a normal part of business growth.
The Simple Formula to Set Profitable Coaching Rates in 60 Minutes
Stop overthinking it. You can create a solid pricing foundation in about an hour using this straightforward framework: the Price for Profit method I teach my clients.
Step 1: Calculate Your Baseline Number (15 minutes)
Start with what you actually need to earn, not some arbitrary number that "sounds nice."
Answer these questions:
What monthly take-home income do I need to cover personal expenses comfortably?
What are my monthly business expenses? (Software, hosting, marketing, insurance, etc.)
How much should I set aside monthly for taxes? (Start with 25-30%)
How many weeks will I work this year? (52 minus vacation and holidays)
How many clients can I realistically serve each week without burning out?
Here's a real example:
Desired monthly take-home: $5,000
Monthly business expenses: $600
Tax buffer (30%): roughly $2,000
Total monthly revenue needed: $7,600
Client capacity: 10 active clients at once
With 10 client slots and three-month packages, each client needs to generate roughly $2,300 to hit your baseline.
This is your floor. It's the minimum you need to charge to stay in business sustainably.
Step 2: Choose Your Pricing Model (10 minutes)
Decide how you want to package and deliver your coaching. Three models work best:
Package Pricing (Most Popular): Three-month package for $3,000 that includes six sessions, email support, and resources. Provides predictable revenue and positions you as delivering outcomes rather than selling time.
Monthly Retainer: $1,200 per month for two sessions plus Voxer access. Creates stable, recurring revenue and deeper client relationships.
VIP Intensive Days: $3,500 for a full-day strategic session with pre-work and follow-up. Lets you earn more while working fewer days.
Select the model that helps you hit your revenue targets while matching your working style preferences.
Step 3: Account for Canadian Specifics (10 minutes)
Adjust your pricing for the Canadian business environment:
Add your tax buffer: Your gross package price should be about 30% higher than your "take-home" target per client.
Plan for GST/HST: Once you're approaching $30,000 in annual revenue, decide whether you'll build GST/HST into your pricing or add it on top. Most coaches add it on top for transparency.
Consider your market: Coaching markets in major urban centers typically support higher rates than smaller communities, though you can charge premium rates anywhere with proper positioning.
Step 4: Test Your Number Out Loud (15 minutes)
Say your package price out loud. Practice saying it to a friend or your mirror.
"My three-month coaching package is $3,000."
If it makes you want to immediately apologize, that's normal, but work on your pricing confidence, not lowering your rates. If it feels completely comfortable, you might be underpricing. The right price creates a tiny bit of discomfort.
Practice this language:
"My coaching packages start at $X."
"The investment for three months of coaching is $X."
"I have openings for clients at $X per month."
Notice you're talking about an investment in transformation, not a cost.
Step 5: Set Your Rate and Commit (10 minutes)
Make a decision and commit to it for at least 3-6 months. You need time to test your pricing in the real market.
Write down your primary package, deliverables included, payment terms, and when you'll review. Then update your website and client-facing materials.
For more guidance on paying yourself appropriately from your coaching business, check out: Stop Guessing: How to Price Your Services Without Selling Your Soul or Sabotaging Your Income.
How to Raise Your Coaching Fees Without Losing Clients
Once you've been coaching for 6-12 months, it's time to raise your rates. But how do you do it without alienating clients?
Grandfather Your Current Clients (Temporarily)
Raise rates for new clients while honoring existing clients' current rates for a set period.
Example: "As of January 1st, my new client rate is increasing to $3,500. You're locked in at $2,800 for our current contract. When we renew, I'll offer you a transition rate of $3,200."
Give Advance Notice
Never surprise clients. Give 30-60 days notice at a natural break point. Frame it positively: "As my business grows and I continue investing in training, I'm adjusting my rates to reflect the increased value I provide."
Frame It Around Value, Not Desperation
Tie increases to value: expanded services, certifications you've completed, proven results, or improvements to your process.
Expect Some Clients to Leave (And That's Okay)
Not every client will renew at higher rates. You're making space for better-aligned clients who value your growth. Respond graciously without guilt or discounts.
Raise Rates Regularly
Review annually. Even modest 10-15% increases each year keep your business growing and prevent the sticker shock of dramatic jumps.
Ready to raise your rates but not sure how to do it without the awkward conversations?
Grab my Raise Your Rates Workbook for just $5. Inside, you'll get the exact scripts I use with my clients, a step-by-step timeline for implementing rate increases, and a calculator to determine your new rates based on your current income goals.
Get the Raise Your Rates Workbook for $5
Your Coaching Rate Calculator: Package Pricing That Actually Works
Let's make this completely practical with the package pricing formula:
Total Package Price = (Desired Monthly Income + Monthly Business Expenses + Tax Buffer) × Package Length in Months ÷ Number of Clients You'll Serve
Scenario 1: Part-Time Coaching
Monthly revenue needed: $2,500 (income) + $300 (expenses) + $900 (tax) = $3,700 Three-month target: $11,100 Four clients: $2,775 per client
Your three-month package: $2,800
Scenario 2: Full-Time Coaching
Monthly revenue needed: $6,000 + $800 + $2,100 = $8,900 Three-month target: $26,700 Nine clients: $2,967 per client
Your three-month package: $3,000
Scenario 3: Premium Positioning
Monthly revenue needed: $8,000 + $1,000 + $2,700 = $11,700 Six-month target: $70,200 Five clients: $14,040 per client
Your six-month package: $14,000
What to Include in Your Packages
Strong coaching packages typically include set number of sessions (2-4 per month), clearly defined session length, email or Voxer support with defined response times, access to resources, accountability check-ins, onboarding process, and clear outcomes.
Payment Plans vs. Pay-in-Full
Offer both: Pay-in-Full with a 5-10% discount to incentivize commitment, or Payment Plans with monthly installments and no discount.
Ready to Finally Price for Profit?
Calculating your coaching rates doesn't have to be complicated, but it does need to be intentional. When you combine the math with strategic packaging, you create pricing that sustains your business while delivering real value.
Want me to check out your pricing and show you exactly what to charge?
Get your personalized Pricing for Profit Breakthrough Audit
Stop guessing. Stop undercharging. Start building a coaching business that actually pays you what you're worth.
Your rates are more than numbers. They're a statement about your value, your boundaries, and the business you're building. Set them strategically, communicate them confidently, and watch your coaching practice transform.
Disclaimer: The information provided in this article is for educational and informational purposes only and should not be construed as financial, tax, or legal advice. While I am a CPA, I am not YOUR CPA. Tax laws, GST/HST regulations, and business requirements vary by province and individual circumstances. Please consult with a qualified accountant or tax professional regarding your specific situation before making any financial decisions for your coaching business.
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