TrueCoach pricing 2026: what coaches actually pay.
TrueCoach pricing is simple on the surface and has a few details that change the real cost: three plans priced by active-client count, a 14-day trial, an annual discount, and a payment system that only works in four countries. This guide leads with what you pay month-to-month, shows the annual equivalents, and flags the constraints worth knowing before you sign up, including the one that catches out coaches outside the US. The short version and the plan table are right below.
By Markus Evers · Updated September 2026
the short version
As of 2026, TrueCoach charges per coach by active-client count: Starter USD 29.98 per month for up to 5 clients, Standard USD 69.98 for up to 20, Pro USD 164.98 for up to 50, or USD 26.34, 57.99 and 136.99 on annual billing. 14-day trial, free client app. Payments run on Stripe only in the US, UK, Canada and Australia.
These rates are re-confirmed on the live TrueCoach pricing page as of August 2026, where the annual toggle shows Starter at USD 26.34/mo, about one month free versus paying monthly. On that page TrueCoach states plainly, "TrueCoach is 100% free for your clients," so every figure here is the coach-side cost only.
Is TrueCoach worth it in 2026?
Yes, for a coach in the US, UK, Canada or Australia whose work is workout delivery: Standard at USD 69.98 per month month-to-month (USD 57.99 on annual billing) covers up to 20 active clients, the client app is free, and there is a 14-day trial plus a 90-day money-back guarantee on first-time annual plans (figures as of 2026; confirm on the TrueCoach pricing page). It is not worth it if you bill in the EU, because TrueCoach payments only work in those four countries, or if you need a branded app on the entry plan, which starts on Standard.
Alternatives: Coachway for EU coaches, at EUR 69 per month for up to 5 clients plus EUR 9 per additional client with payments in your own Stripe and every feature included; Everfit for a free start up to 5 clients; My PT Hub for a flat unlimited-client tier.
What are the TrueCoach pricing plans, monthly and annual?
| Plan | Monthly | Annual billing | Active clients | Notes |
|---|---|---|---|---|
| Starter | USD 29.98/mo | USD 26.34/mo (about 1 month free) | Up to 5 active clients | Entry tier; custom-branded app not included |
| Standard | USD 69.98/mo | USD 57.99/mo (about 2 months free) | Up to 20 active clients | Most popular; custom-branded app included |
| Pro | USD 164.98/mo | USD 136.99/mo (about 2 months free) | Up to 50 active clients | Custom-branded app included |
| Custom | Quote on request | Email [email protected] | More than 50 clients | Special pricing for larger client bases |
Figures are accurate as of 2026; check the TrueCoach pricing page for current rates. For a fuller look at what each tier actually delivers, read our TrueCoach review. For the wider field beyond TrueCoach, see our ranked list of the best online coaching platforms for fitness coaches.
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. The entry Starter plan runs USD 29.98/mo billed monthly, or USD 26.34/mo if you pay for the year, 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 USD 69.98/mo month to month (USD 57.99/mo on annual billing) for up to 20 active clients and is where most full-time coaches land. Pro is USD 164.98/mo month to month (USD 136.99/mo annual) 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 billed monthly, or about USD 2.90 on the annual plan, which is competitive for a workout-delivery platform with a large exercise video library.
Annual billing and the discount.
The TrueCoach pricing page lists month-to-month rates of USD 29.98 (Starter), USD 69.98 (Standard), and USD 164.98 (Pro), and its toggle defaults to annual billing, which drops the monthly-equivalent to USD 26.34, USD 57.99, and USD 136.99. 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 on every tier, with no monthly add-on for payments, though each transaction carries a flat 5% fee. 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. TrueCoach's pricing page lists Automated Payments as free, but its own help center states the cost: a flat 5 percent fee per transaction, plus a USD 15 fee for each chargeback, checked 25 September 2026. Coaches on r/personaltraining trace the change to a vendor email in December 2025 that moved the rate on TrueCoach Payments from 2.9 percent plus USD 0.30 to that flat 5 percent from 7 January 2026 (thread "Heads up for anyone using TrueCoach", 19 comments). For a coach billing 20 clients at USD 150 a month, that is USD 150 a month at 5 percent against about USD 93 through a direct Stripe account, a difference of about USD 680 a year. A direct Stripe account outside TrueCoach keeps the standard rate but loses the in-app billing.
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 (USD 29.98/mo month to month, USD 26.34/mo annual) and should budget for at least Standard (USD 69.98/mo month to month, USD 57.99/mo annual). The workout builder, the large exercise video library, client management, progress tracking, messaging, and basic nutrition and habit tracking are present across the tiers; beyond the active-client cap, Standard and Pro add the custom branding plus public coach profiles, wearables data from Apple, Garmin and WHOOP, advanced habit and nutrition tracking, and Zapier automations (which TrueCoach's feature list marks as Pro only). 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.
the EU alternative
How Coachway pricing compares for EU coaches.
TrueCoach is a solid, workout-first platform, and for a coach in the US, UK, Canada, or Australia who wants a large exercise video library and simple per-coach pricing, it is a fair pick. Where it leaves EU and Nordic coaches stuck is payments, since the built-in Stripe billing only works in those four countries, and language, since TrueCoach is English-first with no published localization. Coachway is built for exactly that gap. Pricing is predictable per client at EUR 69/mo for up to 5 clients, then EUR 9 per additional active client, with all features included rather than gated by tier. You keep your own Stripe account so client payments flow directly to you, and that works globally rather than in four countries only; Coachway also offers an optional built-in payment system with a small fee of roughly 2.4% per transaction if you would rather not manage Stripe yourself. The client app is native-language across English, Danish, Norwegian, Swedish, Finnish, and German (the coach dashboard is in English), and support is answered the same day by humans who have run coaching businesses. Coachway is the EU-friendly operating system for online coaches with roughly 10 to 80 clients, with a workout builder, a coach-side meal planner, check-in forms reviewed in Power Panel, in-app chat and voice notes, activity sync from Garmin and Apple Health, progress photos, and a client app in six languages.
Consider Coachway if: you coach from the EU or the Nordics, want in-platform payments through your own Stripe, and want a native-language client app included. If you are based in the US, UK, Canada, or Australia and want the deepest exercise video library specifically, TrueCoach may still suit you well. See the full breakdown in Coachway vs TrueCoach, the wider shortlist in TrueCoach alternatives, how it sits beside its two closest rivals in TrueCoach vs Trainerize vs My PT Hub, how it lines up against the all-in-one in HubFit vs TrueCoach, or the live Coachway pricing page. If you are already on TrueCoach, our guide on how to switch from TrueCoach covers the export and the move.
If you coach from the EU or want payments that work outside four countries, test it with one real client first.
No charge today - cancel anytime under Billing.Frequently asked.
How much does TrueCoach cost per month?
As of 2026, TrueCoach prices per coach by active-client count across three plans. Billed month to month it is USD 29.98/mo Starter (up to 5 clients), USD 69.98/mo Standard (up to 20), and USD 164.98/mo Pro (up to 50). Paying a full year up front lowers the monthly-equivalent to USD 26.34, USD 57.99, and USD 136.99, roughly one to two months free depending on the tier. Above 50 clients, pricing is custom via [email protected].
Is TrueCoach cheaper billed annually or monthly?
Annually. The month-to-month rates are USD 29.98 (Starter), USD 69.98 (Standard), and USD 164.98 (Pro), and paying a full year up front lowers the monthly-equivalent to USD 26.34, USD 57.99, and USD 136.99. TrueCoach describes the annual saving as roughly one to two months free depending on the tier. Annual is cheapest if you are confident you will stay; month-to-month costs a little more for flexibility.
Does TrueCoach have a free trial or money-back guarantee?
Yes to both. TrueCoach offers a 14-day free trial on all tiers. It also publishes an unconditional 90-day money-back guarantee, but that guarantee applies only to first-time subscribers on an annual plan, not to month-to-month billing. TrueCoach also states the platform is 100% free for your clients, meaning clients do not pay to use the app. Confirm the current trial and refund terms with the vendor, since these details can change.
Can coaches outside the US use TrueCoach payments?
Not directly. TrueCoach billing is powered by Stripe and included on every tier at a flat 5% per transaction plus a USD 15 chargeback fee, but it is supported only for coaches with bank accounts in the United States, United Kingdom, Canada, and Australia. Coaches in the EU, the Nordics, or elsewhere can still use TrueCoach for programming and communication but need a separate processor to bill clients.
Does TrueCoach include a branded app on every plan?
No. The custom-branded app, which puts your logo and colors in the TrueCoach client app, is available on the Standard and Pro plans only, not on the entry-level Starter plan. TrueCoach does not publish a separate standalone white-label app product beyond this in-app custom branding. So if a branded client experience matters to you, budget for at least the Standard tier rather than Starter.
What is a good TrueCoach alternative for EU coaches?
Coachway is built for EU coaches who hit the TrueCoach payment limit. You keep your own Stripe so client payments flow directly to you, working globally rather than in four countries only. Pricing is predictable per client at EUR 69/mo for up to 5 clients, then EUR 9 per additional active client, all features included, with a native-language interface across EN, DA, NO, SV, FI, and DE.
Keep reading
all guidesThe online coaching tech stack: what tools you actually need (2026)
Most coaches do not have a tech problem - they have a too-many-tools problem. This is the honest map of every job in an online coaching stack, which five belong in one all-in-one platform, and which (email, scheduling, content) you may still run separately. So you stop paying for and stitching together a patchwork.
Read the guideCoachway vs Trainda: the honest comparison (2026)
Coachway and Trainda compared fairly: two EU-built coaching platforms on pricing, payments, nutrition depth, native languages, and who each fits.
Read the guideTrainda alternatives: 5 best picks for 2026
The best Trainda alternatives for online fitness coaches, compared honestly on pricing, nutrition depth, native languages, and branded apps.
Read the guideFree tools for this: Coaching Profit Calculator · Client Capacity Calculator · Coaching Rate Calculator
See what Coachway can do for your coaching business
Coachway was built on knowledge from working with 150 online coaches over 6+ years, who all hit the same wall - slow platforms, clunky workflows, wasted hours. Start your 14-day free trial and see what we fixed - the whole platform, no charge today, cancel anytime under Billing.
