Over the weekend I made significant updates to the coaching packages I offer. Enough to need explaining in more detail. This is going to be part description of the new packages, part reflection on my history as a coach and part thoughts on coaching as a business. I’ll try not to ramble.
I now offer 3 coaching packages: Peak, Build and Base. You can see their details on my coaching page. I’m also continuing my Plan package that focusses more on individual plans.
The fundamentals remain the same: no changes in my approach to planning. I’ll continue to deliver effective and practical plans. That means developing individual routines that athletes can consistently sustain. There are no templates, each schedule is prepared for the athlete. I’ve built programs to fit a huge range of lifestyles: the 9-5 office worker, shift workers, students, those who work off-shore, the retired, long haul pilots and the list goes on. There’s never been one-size-fits-all.
The big change is around communication. I’ve always offered a number of tiers. They differ in levels of communication but all rely on email. This works well for some but not others. The new packages focus on more direct communication: phone or video calls and direct messaging alongside emails. I still have tiers because I want options for those who want bespoke plans but either don’t want or need more communication.
The other big change is a harder sell: price. My prices have barely moved in the last decade and while I don’t want to be the most expensive coach, I never intended to be one of the cheapest. For the bespoke planning and amount of support I give my athletes I wasn’t charging much. I imagine those prices raised questions for many of the visitors to my site.
I don’t like increasing prices. Honestly, I’m never comfortable putting value on my work. Updating the packages and offering more explicit time commitments helps ease me into this change. I also have an offer for those who commit to work with me this month (December 2024) but I’ll outline that later to keep you reading.
I began professionally coaching 15 years ago. I started small, priced my self low and gradually built my business. Following a career break spent training and racing around the world I was living with family to keep costs minimal. I had the time and space to develop my coaching business organically. A lot happened over the next decade: business grew, life changed, costs rose. In a few years it was a more serious business. Numbers mattered more.
Fortunately, what I do works. Athletes stay with me for multiple seasons, those who don’t often return and recommendations bring in new clients. Most importantly, those I work with are successful – building fitness, getting faster, reaching goals.
After a peak year in 2023 business has slowed a little towards the end of this season. Allowing time for me to reflect on where things stand.
The old coaching packages lean towards a volume of athletes. There are ready-built training plans, group coaching services and others that do this well. In my case everything is individually and manually done: I’m a bottleneck. Progression can’t come through growth in volume. My best experiences and successes as a coach happen when I have the time to connect with an athlete. I need to change to ensure better quality for fewer athletes.
My reticence to adjust prices or plans over the years paints me into a corner. Looking like a budget/template option while actually being a bespoke service doesn’t work well. Not least with increasing numbers of coaching options available. Newer coaches effectively marketing themselves. Far more competition than when I began.
So, now’s the time to change. Shift the model and move towards a setup where I’ve the space to work closely with athletes on my higher packages and keep some of the variety I like by maintaining a range of tiers.
The new packages are listed on my coaching pages.
I mentioned a discount. For sign-ups this December (new or existing clients) I’ll reduce the rate for the first 3 months of 2025. Peak will be £160 per month (normally £180), Build will be £110 per month (normally £125) and Base will be £65 per month (normally £75). Get in touch if you want to find out more.
