A European, EUR-denominated breakdown of the three pricing models, the hidden costs that never show up on the pricing page, and worked examples at 10, 30, 50, and 100 clients.
By Markus Evers · Updated June 2026
the short answer
Online coaching software in 2026 costs roughly EUR 50 to EUR 900+ per month depending on the model and client count. Flat tiers run about EUR 50 to 300, per-client pricing scales with your client base (Coachway: EUR 69 per month for up to 5 clients, then EUR 9 per client), and percentage platforms take a share of revenue.
The honest answer is that there is no single number, because the industry runs on three different pricing models and they behave very differently as your client base grows. A flat-tier platform might cost a 10-client coach EUR 55 per month. A per-client platform might cost the same coach EUR 114. A percentage platform might cost EUR 150. At 100 clients those three numbers diverge into completely different orders of magnitude.
Most pricing comparisons are also written in USD, which hides the real cost for European coaches: currency conversion fees, VAT treatment, and the fact that European card processing rates differ from US rates. This guide keeps everything in EUR and uses worked examples at the client counts European coaches actually operate at: 10, 30, 50, and 100 clients.
The headline subscription is only part of the bill. The full cost of running coaching software is the subscription, plus add-ons, plus any platform cut of client payments, plus the switching cost you accept the day you sign. Each of those is covered below, and a coaching tool stack cost calculator totals the monthly line items across every tool you run, while a coaching platform cost calculator shows what each platform charges at your client count.
Every coaching platform on the market uses one of these three models, sometimes with a hybrid layer on top. Understanding which one you are signing up for matters more than the headline price, because the model decides how the bill behaves when you grow.
| Model | How it works | Typical 2026 cost in EUR | Watch out for |
|---|---|---|---|
| Flat monthly tiers | Fixed price per tier, each tier capped at a client limit (for example up to 15, up to 50, unlimited) | Roughly EUR 50 to 300 per month depending on tier | Tier jumps: crossing a client limit by one client can raise the bill 50 to 100 percent overnight |
| Per-client pricing | A base fee plus a fixed amount per active client (Coachway: EUR 69 base covering 5 clients, then EUR 9 per client) | EUR 114 at 10 clients up to EUR 924 at 100 clients | The definition of "active client" - ask how paused and trial clients are billed |
| Percentage of revenue | The platform takes a percentage of coaching income, often bundled with marketing, sales, or business support | Scales with income: EUR 150 to 1,500+ per month at typical rates and client counts | The absolute cost grows with every price rise and every new client, and payments often run through the platform |
None of these models is dishonest. Flat tiers are simple. Per-client pricing is predictable and tracks income. Percentage pricing can make sense when the bundled services genuinely grow the business. The point is to know which trade you are making, and to run the math at your own client count before you commit, not after.
The subscription is the visible cost. These eight are the ones that show up on the invoice, in the payout schedule, or on the day you try to leave. Run through this list with any platform before you enter card details.
Here is the same coach priced under all three models. The flat-tier column uses illustrative mid-market tiers (EUR 55 up to 15 clients, EUR 110 up to 50, EUR 220 unlimited). The per-client column is Coachway's actual pricing: EUR 69 base covering the first 5 active clients, plus EUR 9 per additional active client. The percentage column assumes 10 percent of revenue with clients paying EUR 150 per month; real percentages and prices vary by platform and contract. If you are unsure whether that EUR 150 figure fits your market, our guide to what online fitness coaches actually charge per month lays out typical 2026 rates.
| Client count | Flat tiers (illustrative) | Per-client (Coachway) | Percentage (10% of EUR 150/client) |
|---|---|---|---|
| 10 clients | EUR 55/mo | EUR 114/mo (69 + 5 extra clients at 9) | EUR 150/mo |
| 30 clients | EUR 110/mo | EUR 294/mo (69 + 25 extra clients at 9) | EUR 450/mo |
| 50 clients | EUR 110/mo | EUR 474/mo (69 + 45 extra clients at 9) | EUR 750/mo |
| 100 clients | EUR 220/mo | EUR 924/mo (69 + 95 extra clients at 9) | EUR 1,500/mo |
Read the table per client, not per month, and it gets clearer. At 30 clients, Coachway works out to EUR 9.80 per client per month; at 100 clients, EUR 9.24. The flat-tier coach pays less in absolute terms but should check what is actually included at that price, since meal planning, a branded app, and custom check-in forms are often add-ons there. The percentage coach pays the most in absolute terms at every client count in this example, and in return often gets bundled services on top of the software. Whether that trade is worth it depends entirely on what those services deliver. Building your own app instead of subscribing is a different calculation entirely, and our breakdown of how much it costs to build a fitness app shows why custom development rarely beats a subscription below serious scale.
Forget the pricing pages for a moment. Three simple checks tell you whether a platform is priced sanely for your business, whatever model it uses.
Divide the monthly bill by your client count. EUR 9 to 15 per client per month is a normal range for a full all-in-one platform. At typical European coaching prices, one retained client covers the whole bill, which is the right way to think about it: the software pays for itself if it prevents one cancellation.
Software landing around 3 to 8 percent of monthly coaching income is comfortable. If the all-in cost (subscription, add-ons, and any platform cut of payments) climbs well past that, the tool is eating margin that should be funding marketing, content, or your first hire.
The cheapest platform is expensive if you cannot leave it. Own payment rails (your Stripe account, your client relationships) and full data export (CSV and PDF) turn a future switch into a weekend job instead of a months-long project. Price that option in from day one.
This is the model the coaches on Coachway run on: EUR 69 per month covering the first 5 active clients, EUR 9 per additional active client, your own Stripe account for client payments, and CSV plus PDF export anytime. If you take client payments through Coachway's built-in payment system, a 2.4% fee applies per transaction; payments through your own Stripe checkout are billed by Stripe as usual. See the full breakdown on the Coachway pricing page.
In 2026, most online coaching platforms cost between EUR 50 and EUR 300 per month at typical client counts. Flat tiers usually run EUR 50 to 300 depending on client limits, per-client pricing scales with the client base (Coachway is EUR 69 per month for up to 5 active clients, then EUR 9 per additional active client), and percentage platforms charge a share of coaching revenue, so their cost grows with income.
It depends on client count and revenue per client. Flat tiers are cheapest when you sit near the top of a tier and most expensive just after you cross into the next one. Per-client pricing tracks the client base, so the bill is predictable and grows only when income grows. Percentage pricing scales with revenue, so a coach earning EUR 10,000 per month pays far more in absolute terms than a coach earning EUR 3,000, which can be worth it if the platform bundles services that drive that growth.
Check five things: paid add-ons on top of the advertised tier, platform transaction fees added to standard card processing, payment custody (whether client money lands in your own Stripe account or the platform pays you out later), what counts as a billable active client, and data export rights. Setup fees and annual lock-in contracts are the other two common surprises.
Coachway costs EUR 69 per month, which covers up to 5 active clients, plus EUR 9 per additional active client. That works out to EUR 114 per month at 10 clients, EUR 294 at 30, EUR 474 at 50, and EUR 924 at 100. Coaches connect their own Stripe account so client payments settle directly with the coach, and client data, programs, and check-in history export as CSV and PDF anytime. If you take client payments through Coachway's built-in payment system, a 2.4% fee applies per transaction; payments through your own Stripe checkout are billed by Stripe as usual.
A useful sanity check is cost per client: cost per client ranges from roughly EUR 2 on capped flat tiers to EUR 9 to 15 on per-client platforms, where the per-client end usually bundles the branded in-app experience and built-in nutrition that flat tiers often charge extra for, which means one retained client typically covers the entire bill. As a share of revenue, software landing around 3 to 8 percent of monthly coaching income is comfortable for most coaches; well above that, the tool is eating margin that should go to the business.
Compare the monthly bill against what the platform protects or earns. At typical European coaching prices, one retained client usually covers the whole monthly fee, so the software pays for itself if it prevents a single cancellation. Then weigh the hours it saves on programming, check-ins, and admin, plus any clients you can take on because delivery is automated. If the tool retains one client or frees a few selling hours a month, the ROI is positive.
A free tool (a spreadsheet, free app tier, or DIY stack) can work while you have a handful of clients, no branded app, and time to handle delivery by hand. Upgrade to a paid platform once manual admin eats your selling hours, you want a branded client app and built-in nutrition, or clients expect in-app check-ins and progress tracking. The tipping point is usually around 5 to 10 clients, where one retained client covers a paid plan and the saved hours pay for themselves.
For a 10-client coach, roughly EUR 55 a month on a flat-tier platform, about EUR 114 on a per-client platform and around EUR 150 on a percentage-of-revenue platform, using the worked example on this page; at 100 clients the three models diverge much further, which the client-count table above shows. Remote coaching platforms rarely price per user; they price by client count, flat tier or a cut of revenue, and the real bill is the base fee plus the add-ons you need. The pricing comparison page lists 17 platforms with verified figures.
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