TrueCoach pricing 2026: what coaches actually pay.

What TrueCoach actually costs per month.

TrueCoach is priced per coach, not per client, and the only thing that moves you between plans is how many active clients you carry. Month-to-month, the entry Starter plan runs about USD 30/mo and covers up to 5 active clients, which suits a coach just getting started or running a small side practice. Standard, the plan TrueCoach marks as most popular, is about USD 70/mo for up to 20 active clients and is where most full-time coaches land. Pro is about USD 165/mo for up to 50 active clients. Past 50 clients, pricing is custom and you email the TrueCoach team for a quote.

The phrase that matters is "active clients." If a client pauses or finishes, freeing that slot keeps you inside your current tier, so it pays to keep the count tidy. The jump from 5 to 20 clients and from 20 to 50 also means the per-client cost falls as you grow: at full Standard you are paying roughly USD 3.50 per active client per month, which is competitive for a workout-delivery platform with a large exercise video library.

Annual billing and the discount.

The TrueCoach pricing page defaults to the annual toggle, which is why the headline numbers you may have seen quoted are USD 26.34, USD 57.99, and USD 136.99 per month. Those are the discounted monthly-equivalent rates you pay when you commit to a full year up front, not the month-to-month price. The annual saving works out to roughly one month free on Starter and about two months free on Standard and Pro, which is a meaningful difference over a year if you are confident you will stay.

There is a real safety net on annual plans: TrueCoach publishes an unconditional 90-day money-back guarantee, but it applies only to first-time subscribers on an annual plan. Month-to-month subscribers do not get that 90-day window, only the 14-day free trial that every tier includes. So the honest read is that annual is cheaper and lower-risk for a first-time coach who has already trialed the product and decided to stay, while month-to-month is the flexible-but-pricier choice if you want to keep your options open.

The payment limit worth checking before you sign up.

This is the line in TrueCoach pricing that catches coaches off guard. TrueCoach billing is powered by Stripe and included free on every tier, with no per-coach add-on fee for payments. The catch is geographic: TrueCoach payments are currently supported only for coaches with bank accounts in the United States, United Kingdom, Canada, and Australia. If you coach from the EU, the Nordics, or anywhere outside those four countries, you cannot collect client payments inside TrueCoach.

That does not make TrueCoach unusable elsewhere. You can still use it for programming, the exercise library, and client communication, then run billing through a separate processor. But it does mean an EU coach pays for two tools and reconciles payments by hand, which is exactly the kind of friction a platform is supposed to remove. If automated, in-platform billing is part of why you are choosing software in the first place, this constraint is worth confirming on the TrueCoach payments page before you commit.

Branded app and what each tier unlocks.

The other detail that shapes which plan you actually need is branding. The custom-branded app, which places your logo and colors inside the TrueCoach client app, is available on the Standard and Pro plans only, not on the entry-level Starter plan. TrueCoach does not advertise a separate standalone white-label app product beyond this in-app custom branding, so the branded experience is the app itself, themed to your brand, rather than a fully independent app under your own name.

The practical effect is that a coach who wants a branded client experience cannot do it on Starter at about USD 30/mo and should budget for at least Standard at about USD 70/mo. The workout builder, the large exercise video library, client management, progress tracking, messaging, and nutrition and habit tracking are present across the tiers; the main things that move with the plan are your active-client cap and that custom branding. Nutrition in TrueCoach is tracking-focused rather than a built-in recipe library, delivered through a documents feature and a MyFitnessPal integration, so if you coach a lot of nutrition that is worth weighing too.

Frequently asked.