HubFit vs TrueCoach: the honest comparison.

Bundled breadth vs a programming-first core.

It is worth being honest from the start: both of these are capable, well-regarded platforms, and the overlap on the core checklist is real. Both give you a workout builder, an exercise library, a client app, messaging, progress tracking, habit tracking, and payments through Stripe. So on raw features they are closer than they look at first glance. The difference is design intent and packaging. HubFit markets itself as the all-in-one coaching platform for personal trainers, online coaches, and gyms, and its plans bundle training, nutrition, check-ins, and habits in every tier, then layer custom branding, payments, challenges with live leaderboards, and Meal AI from the Premium tier upward. TrueCoach, part of the Xplor group, leans the other way, toward a fast, workout-delivery-first core: a large, well-organized exercise video library, clean client management, progress tracking, and automated billing, with nutrition handled more through tracking than through built-in content. Neither approach is wrong. The right one depends on whether you value a broad bundle with engagement features and gyms in scope, or a tighter, faster programming core you can run light.

This comparison is shaped by years of working alongside online coaches, rather than reading spec sheets. If you want the full feature checklist behind these criteria, our online coaching platform guide walks through the entire stack, and the companion piece on the best workout builder software for online coaches goes deeper on the programming side.

Pricing: flat client-capped tiers vs per-active-client.

The two price very differently. HubFit uses three flat tiers, each with a client cap. Standard is USD 39 per month (about USD 33 on annual billing) for up to 50 clients and includes the workout builder, nutrition tracker, check-ins, habits, and onboarding automations. Premium is USD 69 per month (about USD 57 annual) for up to 100 clients and is where Custom Branding, Payments and Packages, Challenges, and Meal AI unlock. Ultimate starts at USD 119 per month base and scales by client count, rising to about USD 419 per month at 500 clients, and it adds Workout Studio, Group Chats, Team Members, and Zapier. Every plan starts with a 14-day free trial. The thing to budget for is that branding, payments, and challenges are not on the entry Standard tier; you need Premium or above for those.

TrueCoach prices per active client instead of by flat tier. Starter is about USD 30 per month month-to-month (about USD 26 on annual billing) for up to 5 active clients, Standard is about USD 70 (about USD 58 annual) for up to 20, and Pro is about USD 165 (about USD 137 annual) for up to 50. Above 50 clients, TrueCoach offers custom pricing. There is a 14-day free trial on all tiers, and a 90-day money-back guarantee for first-time subscribers on an annual plan. TrueCoach is free for your clients, and payments through Stripe carry no per-coach add-on fee on any tier.

The honest takeaway: do the math on your actual client count. HubFit can be cheaper at higher client numbers because its flat tiers hold a lot of clients (50 on Standard, 100 on Premium), but you pay up front for the tier that unlocks branding and payments. TrueCoach is clean and predictable per active client and keeps payments free across all tiers, but the per-active-client model means cost rises as your caseload grows. For a different model again, Coachway uses predictable per-client pricing, EUR 69 per month for up to 5 active clients plus EUR 9 per additional active client, with training, nutrition, and check-ins in one and your own Stripe included; you can sanity-check that math against current Coachway pricing.

The feature differences that actually matter.

• Pricing model and client caps. This is the clearest split. HubFit uses flat tiers with caps (50 on Standard, 100 on Premium, Ultimate scaling past 100 to 500+), so a large caseload can sit on one predictable monthly fee. TrueCoach charges per active client across three caps (5, 20, 50), with custom pricing above 50. If you run a large caseload on a fixed budget, HubFit's flat tiers can be friendlier; if you run a smaller, controlled caseload, TrueCoach's per-client model is clean.
• Nutrition. Both can handle nutrition, but they package it differently. HubFit includes a nutrition tracker in every plan and adds Meal AI at Premium, so nutrition is part of its all-in-one core. TrueCoach is more tracking-focused: macro and calorie tracking runs through its MyFitnessPal integration, and meal plans are delivered via a Documents feature rather than a built-in recipe database. If you want nutrition handled inside the platform with AI meal help, HubFit leans deeper here.
• Branded client app. Both gate branding to higher tiers. HubFit's Custom Branding unlocks at Premium (USD 69 per month), not on Standard. TrueCoach offers custom branding (your logo and colors in the app) on the Standard and Pro plans, not on the entry Starter plan. Neither advertises a separate full standalone white-label app product, so plan to be on a paid mid or higher tier on either if a branded app is important to you.
• Payments and country support. Both run on Stripe and let you keep your own billing relationship, but the details differ. HubFit's Payments and Packages, with a branded checkout and support for nine currencies, unlocks at Premium. TrueCoach includes Stripe-powered payments free on every tier with no per-coach add-on fee, but its built-in payments are currently supported only in the United States, the United Kingdom, Canada, and Australia. If you bill clients outside those four countries, that limit matters and is worth checking before you commit.
• Engagement and team features. HubFit leans into engagement and scale: habit tracking is in every plan, Challenges with live leaderboards arrive at Premium, and Ultimate adds Group Chats, Team Members, and Zapier for multi-coach setups and gyms. TrueCoach centers on the one-to-one coaching loop, with habit tracking, wearables, messaging, and dashboards. If group challenges or a team workflow matter, HubFit packs more of that in.
• Language. Both are English-first. HubFit supports several in-app languages, and per its own help center Norwegian is among them, though Danish, Swedish, Finnish, and German are not, so confirm current language support with HubFit. TrueCoach is English-first by design with no published localization details. Neither publishes native-language client apps across the full Nordic set, so if your clients should see the app in their own Nordic language, that is a gap to weigh.

Which should you pick?

The decision comes down to a few honest questions: do you want bundled breadth or a tight programming core, how big is your caseload, where do your clients pay from, and how central is nutrition to your offer? Here is the fair way to land it.

• You want a broad all-in-one that bundles training, nutrition, check-ins, and habits. HubFit. Its plans put the core pillars together from Standard up, and Premium adds branding, payments, and challenges in one tier.
• You run a large caseload and want a predictable flat fee. HubFit. Its flat tiers hold a lot of clients (50 on Standard, 100 on Premium), so cost does not climb with every extra client until you reach a cap.
• You want a fast, workout-delivery-first platform with a large exercise video library. TrueCoach. Its programming-first core and big exercise library are its standout strengths, and payments are free on every tier.
• You run a smaller, controlled caseload and like clean per-client pricing. TrueCoach. Per-active-client tiers (5, 20, 50) keep the cost tied directly to how many clients you actually coach, with a 90-day annual guarantee for first-time subscribers.
• You want group challenges, live leaderboards, or a multi-coach team setup. HubFit over TrueCoach. Challenges arrive at Premium and Group Chats, Team Members, and Zapier at Ultimate.
• You bill clients in the US, UK, Canada, or Australia and want payments included free. TrueCoach. Its Stripe payments are free on every tier in those four countries; check the country list if you bill elsewhere.
• You want training, nutrition, and check-ins in one and a client app in your clients' own language. Neither of these two covers the full Nordic set head-on. Coachway is the honest third option here: training, nutrition, and weekly check-ins in one workflow, 1,100+ recipes and 3,900+ ingredients built in, your own Stripe, and a branded client app checked by native-speaking coaches in Danish, Norwegian, Swedish, Finnish, German and English.

Still weighing it up? Our walkthrough on choosing an online coaching platform turns this into a step-by-step shortlist, and our Coachway vs HubFit and Coachway vs TrueCoach comparisons go deeper if either of these is on your shortlist next to Coachway.

Frequently asked.