TrueCoach pricing 2026: what coaches actually pay.

What TrueCoach actually costs per month.

TrueCoach is priced per account in active-client tiers, not per seat: the only thing that moves you between plans is how many active clients you carry, across every coach on the account. 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. For a coach at that size, see which platform is cheapest for five clients with nutrition and check-ins.

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. Every plan includes the 3,000+ video exercise library, in-app messaging and payments.

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, which replaces Stripe's standard processing 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 4 November 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 both add the custom branding plus public coach profiles, wearables data from Apple, Garmin and WHOOP, and advanced habit and nutrition tracking.

Zapier automations appear on Standard and Pro in the plan cards but as Pro-only in the feature table further down the same page (4 November 2026), so check with TrueCoach if you need Zapier. Starter has none of these, so a coach who needs wearables also needs at least Standard.

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.

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