TrueCoach Pricing in 2026: Plans, Fees and What Coaches Pay
TrueCoach pricing in October 2026 starts at $26.34 per month for up to 5 active clients (Starter), then $57.99 for up to 20 clients (Standard) and $136.99 for up to 50 clients (Pro), with a Custom plan by quote above that. Those three figures are the annual-billing rates: the page shows them with "1-2 MONTHS FREE" badges, and the month-to-month prices are no longer printed. There is a 14-day free trial with no card required, no free plan, and no extra TrueCoach fee on client payments, though Stripe's processing fees apply.
That is the short answer. The longer one matters more, because TrueCoach is a training and programming app priced by active-client caps, and the bill you actually pay depends on where your client count sits against those caps and on the tools you still need beside it for booking, video calls, contracts, a website and email. Below you will find every plan, every fee we could find documented, yearly totals at three coaching sizes, the gotchas, and how TrueCoach compares with six alternatives on cost.
We make Coachful, a coaching platform that competes with TrueCoach for some coaches, so we have kept TrueCoach's numbers to what its own pricing page shows in October 2026 and labelled older data with its date.
What are TrueCoach's plans and prices in 2026?
TrueCoach sells four plans: three priced tiers set mainly by how many active clients you coach, and a Custom tier by quote. The table below shows every plan as listed in October 2026, plus the billed-monthly prices the page showed in September 2026, since those are no longer visible.
| Plan | Price per month, billed annually (Oct 2026) | Yearly total at that rate | Billed monthly (as listed Sept 2026) | Active-client limit |
|---|---|---|---|---|
| Starter | $26.34 | $316.08 | $29.98 | Up to 5 |
| Standard | $57.99 | $695.88 | $69.98 | Up to 20 |
| Pro | $136.99 | $1,643.88 | $164.98 | Up to 50 |
| Custom | Contact for pricing | Not published | Not published | 50+ (the FAQ says 250+) |
A few things jump out once the numbers sit side by side:
- The headline prices assume a year up front. Paying month to month cost $29.98, $69.98 and $164.98 when last listed in September 2026. Over a year that is $359.76, $839.76 and $1,979.76, so annual billing saves $43.68, $143.88 and $335.88 respectively. That lines up with the "1-2 months free" badge.
- The cost per client falls as you grow. At each cap, Starter works out to about $5.27 per client per month, Standard to about $2.90 and Pro to about $2.74 (annual rates).
- The steps between plans are steep. Moving from Starter to Standard adds $31.65 a month ($379.80 a year at annual rates). Moving from Standard to Pro adds $79.00 a month ($948 a year).
- Above 50 clients you need a quote. The pricing page says Custom covers 50+ clients, while its FAQ mentions 250+. Ask sales which applies before you plan around it.
What does each TrueCoach plan add?
Starter carries the core training tools, Standard adds branding, wearables and Zapier, and Pro has the same features as Standard with a higher client cap. Here is what TrueCoach lists per plan in October 2026.
Starter (up to 5 active clients)
Starter includes the program and workout builder, a client tracker, nutrition and habit tracking through MyFitnessPal, a client dashboard, a library of 3,000+ exercise videos, messaging and automated payments. For a trainer moving their first few clients online, that covers writing programs, seeing whether clients completed them and getting paid.
Standard (up to 20 active clients)
Standard adds a public coach profile, wearables, a custom-branded app, advanced habit and nutrition tracking, and Zapier. If your clients expect to see your brand in the app, or you want data from their wearables, Standard is the entry point, regardless of client count. That matters: a coach with four clients who wants a branded app pays the Standard price, not the Starter one.
Pro (up to 50 active clients)
Pro has the same features as Standard. The only difference is room for 30 more active clients. If you sit at 21 to 50 clients, you pay for headroom, not for new tools.
Custom (50+ clients)
Custom is quote-only. TrueCoach does not publish what it adds beyond the higher client count.
What fees does TrueCoach charge beyond the plan?
TrueCoach's FAQ says there are no extra fees: client payments run through Stripe and only Stripe's own processing fees apply. The table below collects every cost line we could find documented.
| Cost line | What TrueCoach documents | What it means for you |
|---|---|---|
| Transaction fee | None, per the FAQ | TrueCoach does not take a cut of client payments |
| Payment processing | Automated payments via Stripe; Stripe fees apply | Budget Stripe's standard rate for your country on every client payment |
| Payment availability | In-app payments for coaches in the US, UK, Canada and Australia (as listed September 2026) | Coaches elsewhere need a separate way to take payment |
| Add-ons | NASM CEU Library, discounted by up to 33%; price not shown | Optional; only relevant if you are collecting NASM continuing education credits |
| Overages | No per-client overage listed; plans are capped by active clients | Going past a cap means a higher plan, not a small surcharge |
| Extra coach seats | Not listed on the pricing page | Ask about Custom if several coaches need their own logins |
| Month-to-month premium | Monthly prices not shown in October 2026; $29.98, $69.98 and $164.98 in September 2026 | Expect to pay roughly 12% to 17% more without the annual commitment |
The no-transaction-fee position is genuinely good. Some coaching platforms take a percentage on top of processing, which a coach selling, for example, $3,000 a month in programs would notice. With TrueCoach, the variable cost on payments is Stripe's alone.
What does a coach actually pay for TrueCoach at three sizes?
A coach with 5 clients pays $316.08 a year on annual billing, a coach with 18 clients pays $695.88, and a coach with 45 clients pays $1,643.88, before any tools for booking, calls, contracts, a website or email. The client counts below are examples; place yourself in the nearest row.
| Example coaching business | TrueCoach plan | Yearly cost, annual billing | Yearly cost, monthly billing (Sept 2026 rates) | Still needed beside it |
|---|---|---|---|---|
| Trainer with 5 online clients alongside in-person work | Starter | $316.08 | $359.76 | Booking tool, video calls, a simple website, a way to send agreements |
| Online coach with 18 clients and a branded app | Standard | $695.88 | $839.76 | Booking tool, video calls, website, email marketing, e-signature |
| Established coach with 45 clients and a group offer | Pro | $1,643.88 | $1,979.76 | Everything above plus a community or group space and a course host for self-paced material |
The "still needed" column is where the real budget sits. TrueCoach's pricing page lists no scheduling or booking, and the September 2026 profile notes no video calls, contracts, courses, community or website. A typical online fitness coach covers those gaps with a scheduler, a video meeting tool, a website builder, an email platform and an e-signature tool. We have broken down what several of those cost in our Calendly pricing and Kit pricing guides. Add your actual subscriptions to the TrueCoach line before you compare it with an all-in-one platform.
Watch the edges, too. At 6 active clients you are on Standard, paying about $9.67 per client per month at the annual rate. At 21 clients you are on Pro, paying about $6.52 per client. Coaches who hover just above a cap pay the most per head.
What are the hidden costs and gotchas in TrueCoach pricing?
The biggest surprises are the annual-rate headline prices, the hard jumps between client caps and the tools TrueCoach does not include. None of these are hidden in the sense of being concealed, but each one changes the number you should budget.
- The displayed prices are annual rates. If you want to stay month to month while you test online coaching, expect a higher figure than the one on the page. In September 2026 that meant $29.98 instead of $26.34 on Starter.
- Caps count active clients. Before you sign up, ask how paused or archived clients count, and get in the habit of archiving clients who have finished. That can be the difference between Standard and Pro.
- The branded app is not on Starter. If your brand matters from day one, your real entry price is Standard.
- The money-back guarantee has conditions. TrueCoach offers an unconditional 90-day money-back guarantee for first-time annual subscribers, with the note "restrictions apply". Read those restrictions before you rely on it.
- Payments are limited by country. As listed in September 2026, in-app payments work for coaches in the US, UK, Canada and Australia. Coaches banking elsewhere need another checkout.
- No booking, video, contracts, courses, community or website. Each of those is a separate subscription and a separate login for your clients.
- No documented coach-side export. The September 2026 profile found no documented way for coaches to export their data. Ask support how you would take client history with you if you ever leave.
- The Custom tier is opaque. Above 50 clients you need a sales conversation, and the page and FAQ disagree on where Custom starts.
- Reviews are thin and mixed. TrueCoach had a Trustpilot score of 2.4 from 19 reviews when we checked in October 2026. That is a small sample, so read individual reviews for patterns rather than leaning on the score.
Is TrueCoach worth the price for your kind of coaching?
TrueCoach is good value for strength and fitness coaches whose service is mainly programming and accountability through an app, and poor value for coaches whose business runs on sessions, groups, courses or marketing. Here is how it plays out by coach type.
New personal trainer taking a few clients online
Starter at $26.34 a month is a low-risk way to deliver programs with exercise videos and get paid through Stripe, as long as you bank in one of the four supported countries. If your clients already book with you at the gym, you may not miss scheduling.
Online strength or physique coach with 10 to 20 clients
Standard is where TrueCoach is strongest: a branded app, wearables and Zapier for under $60 a month at the annual rate. The cost to check is everything around it, especially if you run weekly calls, sell from a website or nurture leads by email. Our guide to pricing app-only and live-call tiers helps you decide how much live contact your offer needs.
Coaching business with 30 to 50 clients and a small team
Pro pays for client headroom with no new features, and the pricing page does not list extra coach seats. If you are adding coaches, groups or a self-paced product, compare the full stack rather than the per-client rate.
Health, nutrition or lifestyle coaches who do not write workouts
TrueCoach's value sits in the workout builder and exercise library. If your work is habits, nutrition behaviour and conversations, you would be paying for tools you do not use while still buying booking, contracts and a client space elsewhere. Look at platforms built for health coaches instead.
A note on scope for every coach in this space: coaching is not medical treatment or medical nutrition therapy. If a client reports pain, an injury, a medical condition, pregnancy-related concerns or signs of disordered eating, refer them to a physician, physiotherapist or registered dietitian before you change their training or nutrition. Whatever software you use, keep that referral step written into your intake.
Where does Coachful fit, and how does its cost compare?
Coachful covers the whole client journey in one subscription, so for coaches who would otherwise pay for TrueCoach plus four or five other tools, the comparison is with the full stack rather than with TrueCoach alone. Current plans: (Lite: $29/month for up to 5 clients; Solo: $49/month for up to 20 clients; Pro: $99/month with unlimited clients; Studio: $199/month with unlimited clients).
What Coachful is. Coachful is a coaching platform. One subscription covers booking, payments, contracts, program delivery with habits and check-ins, courses, a community, a website with funnels and email, and an AI assistant, with one login for you and one branded app for your clients. It is built for coaches who deliver programs, not just sessions, for solo coaches growing into a small team, and for coaches replacing 4 to 6 tools. The company is based in Tallinn, Estonia, and has a Trustpilot score of 4.5 from 21 reviews.
For fitness coaches specifically, the Fitness & Nutrition pack adds a workout builder with an exercise library of illustrated exercises (supersets, circuits, AMRAP, EMOM, intervals and tempo), client workout logging with set history and PRs, nutrition targets up to calories and macros, meal plans, recipes, food lookup and barcode scanning, private progress photos and measurements, weekly check-ins, private form-check video with timestamped coach comments, and challenges. You attach your own demo videos to exercises.
What sits around the training. These are included in your Coachful membership:
- Booking pages with availability rules, buffers, minimum notice and time-zone detection; two-way Google, Apple/iCloud and Outlook calendar sync; built-in video or auto-created Zoom, Meet or Teams links; paid sessions and session credits.
- Payments through your own Stripe Connect or Razorpay account: one-time, subscriptions, payment plans, order bumps, coupons, refunds, Apple Pay, Google Pay and Stripe Tax. There is a 0% Coachful platform fee since August 2026; only Stripe or Razorpay processing applies.
- Coaching agreements with e-signature sent before the first call and stored on the client record.
- Multi-week programs with weekly goals, daily tasks, habits, morning and evening check-ins, goals with progress bars and streaks.
- Courses, a community feed, group chat, video events and cohort groups created automatically when a client enrols in a program.
- A website builder with blog and custom domain, booking, application, lead-magnet and checkout funnels, and email broadcasts and sequences.
- Michelle, the built-in AI assistant, which works from your live practice data to build programs, draft emails and brief you before sessions. Questions and planning are included; confirmed builds and changes use AI credits.
This short walkthrough shows how session booking works inside Coachful:
What Coachful does not do. Be clear on these before you switch from TrueCoach:
- No Garmin, Fitbit, Whoop or Oura sync, and Apple Health sync is not publicly available. TrueCoach's Standard plan lists wearables.
- No stock exercise videos. TrueCoach includes 3,000+; in Coachful you attach your own demos.
- The client app ships under the Coachful listing with your branding, not under your own App Store account.
- Not HIPAA-certified (no BAA), and not for clinical record-keeping or insurance billing.
- No PayPal and no permanent free plan.
Same three sizes on Coachful. For the 5-client trainer: Lite: $29/month for up to 5 clients. For the 18-client coach: Solo: $49/month for up to 20 clients. For the 45-client business: Pro: $99/month with unlimited clients. Weigh each line against TrueCoach plus your booking, video, website, email and contract tools, not against TrueCoach alone.
Why Coachful stands out: a free white-glove service. On every plan, you can ask the Coachful team to build things for you inside your own account: a website, a funnel, a sales page, a program, a course outline and written material, an email sequence, a link-in-bio page, an event or an automation. You describe what you want from Create > We'll build it for you, attach up to 8 reference links and up to 10 files such as your logo, photos or existing copy, and the team usually delivers within about 24 hours. Nothing is invented: no fake credentials, testimonials or prices, and gaps are left for you to fill. It does not cover recording videos, logo design, ad management or ongoing marketing. One recent example: a business mentor for beauty professionals got a 12-week mentorship sales page, a free start-up-guide funnel and rewritten follow-up emails. Read more about the free white-glove service.
For a fitness coach coming from TrueCoach with no website, the team can start from a performance template like the one below and connect every button to your booking page or checkout. Clients, programs and content are also imported for you during onboarding.
How to start. Open a free trial, request your build from the Create page, and move one program and a handful of clients across first. Monthly plans cancel in one click. See the page for fitness coaches for how the pieces fit together.
How does TrueCoach pricing compare with the alternatives?
TrueCoach is competitive among paid entry plans at 5 clients, but it sits at the upper end once you pass 20: at 50 clients its Pro rate is above Everfit, HubFit, My PT Hub and PT Distinction. We compared on one line: what you pay at 20 and 50 clients, and how much of the client journey that price covers, which favours platforms that replace the whole stack. Competitor prices are as listed in October 2026.
| Tool | Entry price | Around 20 clients | Around 50 clients | Free plan or trial | Covers booking, website and email? |
|---|---|---|---|---|---|
| Coachful | Lite: $29/month for up to 5 clients | Solo: $49/month for up to 20 clients | Pro: $99/month with unlimited clients | Free trial; no permanent free plan | Yes, all three, plus contracts, courses and community |
| TrueCoach | $26.34/mo annual, 5 clients | $57.99/mo annual (Standard) | $136.99/mo annual (Pro) | 14-day trial, no card | No |
| ABC Trainerize | Free for 1 client; $25/mo ($23 annual) for 5 | Pro tier sized for 30 clients | Pro tier sized for 50 clients | Free 1-client plan; 30-day trial | Scheduling and payments are paid add-ons below Studio; no website or email |
| Everfit | Free for 5 clients | $49/mo ($41 annual) | $95/mo ($79 annual) | Free 5-client plan; 30-day trial | No website, funnels or email; payments are an add-on |
| HubFit | $39/mo ($33 annual), 50 clients | $39/mo ($33 annual) | $39/mo ($33 annual); payments need Premium at $69 | 14-day trial | No booking or website |
| My PT Hub | $25/mo ($22.50 annual), 3 clients | $59/mo ($52 annual), unlimited | $59/mo ($52 annual), unlimited | Free plan; 30-day trial | Bookings yes; no website or email shown |
| PT Distinction | $19.90/mo, 3 clients | $59.90/mo (Pro, 25 included) | $89.90/mo (Master, 50 included) | 1-month trial | No website or funnel builder shown |
Exercise.com, often shortlisted by gyms, does not publish prices: it sells custom-branded apps by quote after a demo, so it cannot be compared without a sales call.
ABC Trainerize
Trainerize prices by client seats, from a free 1-client plan through Pro tiers at 5, 15, 30, 50, 75, 100 and 200 clients, up to Studio Plus at $275 a month ($248 annual) for 500 or more clients. Scheduling, product sales, payments, video and advanced nutrition are separate paid add-ons below Studio, so the base price understates the real bill. It has a 30-day trial with unlimited clients and no card, and a Trustpilot score of 3.1 from 100 reviews in October 2026. Pick it over Coachful if you mainly need workout, habit and nutrition tracking and expect to grow into a multi-location studio.
Everfit
Everfit's free Starter plan covers 5 clients, and Pro scales with client count: $49 a month ($41 annual) at 20 clients and $95 ($79 annual) at 50. Automation, payments and meal plans are paid add-ons. It had a Trustpilot score of 2.7 from 16 reviews in October 2026. Pick it over Coachful if you coach five or fewer clients and want to pay nothing for the training app.
HubFit
HubFit is the cheapest per client at scale in this group: Standard covers up to 50 clients for $39 a month ($33 annual). Branding and payments start at Premium ($69, or $57 annual), team members and Zapier at Ultimate, and a branded app is a $189-a-month add-on. It had a Trustpilot score of 5 from 390 reviews in October 2026. Pick it over Coachful if you only need workout and nutrition delivery for a large roster at the lowest possible app cost.
My PT Hub
My PT Hub's Premium plan gives unlimited clients for $59 a month ($52 annual), with bookings, payments, habits and check-ins included. Starter is limited to 3 clients (a My PT Hub blog says 5), and Ultimate at $215 ($195 annual) adds five more trainers. Our capture of its pricing page above shows euro prices; the figures here are the US-dollar ones. It had a Trustpilot score of 4.4 from 2,557 reviews in October 2026. Pick it over Coachful if you are a personal trainer who wants unlimited clients and built-in gym-style bookings in one training app.
PT Distinction
PT Distinction combines included clients with per-client overage: Basic is $19.90 for 3 clients plus $6.00 per extra client, Pro is $59.90 for 25 plus $2.40 each, and Master is $89.90 for 50 plus $1.60 each. The branded client app starts at Pro. It had a Trustpilot score of 4.8 from 297 reviews in October 2026. Pick it over Coachful if you prefer paying a small amount per extra client over jumping to a bigger plan.
If you are weighing broader coaching platforms too, our Practice Better pricing breakdown and the comparison hub cover tools aimed at health and wellness practices.
How can you pay less for TrueCoach?
Pay annually, keep your active-client count just under a cap, and use the trial to confirm you will not need a second tool for the jobs TrueCoach leaves out. These are the levers that move the bill most.
- Choose annual billing once you are sure. On September 2026 rates, annual saves $143.88 a year on Standard and $335.88 on Pro. Use the 14-day trial and month-to-month billing first if you are still testing online coaching.
- Archive finished clients promptly. Because plans cap active clients, a clean roster can keep you on Standard rather than Pro, a $948 difference over a year at annual rates.
- Plan your growth around the caps. If you are at 18 clients and expect to pass 20, raise your prices before you add clients so the jump to Pro is covered. Our guide to pricing coaching packages shows how.
- Do not buy Standard just for one feature. If the only reason is the branded app or Zapier, check whether your clients actually care before paying an extra $31.65 a month.
- Read the guarantee terms. The 90-day money-back guarantee applies to first-time annual subscribers with restrictions. Know them before you commit for a year.
- Ask for a quote early if you are near 50. Custom pricing is unpublished, and a quote is the only way to know whether it beats running two accounts.
- Count the whole stack. Run a quick coaching pricing audit of every subscription you pay. If TrueCoach plus four other tools costs more than one platform that covers them, consolidating saves money and gives clients one login.
TrueCoach pricing FAQ
How much does TrueCoach cost per month?
As listed in October 2026, TrueCoach costs $26.34 a month for Starter (5 active clients), $57.99 for Standard (20) and $136.99 for Pro (50), all at annual-billing rates. Month-to-month prices were $29.98, $69.98 and $164.98 in September 2026. Above 50 clients, pricing is by quote.
Does TrueCoach have a free plan?
No. TrueCoach has no free plan; its cheapest option is Starter. If you want a free tier for a handful of clients, Everfit's Starter plan covers 5 clients and Trainerize's Basic plan covers 1.
Is there a TrueCoach free trial?
Yes. TrueCoach offers a 14-day free trial with no credit card required. First-time annual subscribers also get a 90-day money-back guarantee, with restrictions.
Does TrueCoach charge transaction fees on client payments?
TrueCoach's FAQ says there are no extra fees. Automated payments run through Stripe, and Stripe's processing fees apply. As listed in September 2026, in-app payments were available to coaches in the US, UK, Canada and Australia.
What happens when I go over my TrueCoach client limit?
Plans are capped by active clients, and no per-client overage is listed, so a sixth active client moves you to Standard and a 21st to Pro. Archiving clients who have finished keeps you on the lower plan. Ask TrueCoach how paused clients count.
Does TrueCoach include scheduling or video calls?
Scheduling and booking do not appear on TrueCoach's pricing page feature list, and the September 2026 profile notes no video calls, contracts, courses, community or website. Most coaches pair it with a separate scheduler and video tool.
Is TrueCoach cheaper than Trainerize or Everfit?
It depends on client count. At 20 clients TrueCoach Standard is $57.99 a month on annual billing against Everfit's $41 annual rate; at 5 clients Everfit is free. Trainerize's base prices are low, but scheduling and payments are add-ons below Studio, so compare the full bill.
Can Coachful replace TrueCoach for a fitness coach?
For many online coaches, yes: the Fitness & Nutrition pack covers workout building, logging, nutrition targets, check-ins and form-check video, alongside booking, payments, contracts and a website. It is not a fit if you rely on wearable sync or a stock exercise video library, since Coachful offers neither.
What is Coachful's free white-glove service?
On every Coachful plan, you can ask the team to build a website, funnel, program, course outline, email sequence or other asset inside your account, usually within about 24 hours. You attach references and files, and nothing like credentials or testimonials is invented. It does not include video recording, logo design or ad management.
Is TrueCoach worth it in 2026?
For a strength or fitness coach whose service is mainly app-delivered programming, TrueCoach is fairly priced, especially on Standard. If you also run calls, sell from a website, run groups or email leads, the extra tools you need beside it can cost more than the app itself, so price the whole stack before deciding.
