Pricing Calculator

ICA How Much Should I Charge?

Step 1

How Much Do You Want to Earn?

Start with the income you would like your coaching to provide each year.

Desired Annual Coaching Income (£)

This is the amount you want to earn personally from your coaching.

Step 2

What Does It Cost You to Coach?

Add the costs you need to cover through your coaching income. Use annual figures where possible.

Court / Facility Hire

Court hire, facility rental or venue fees.

Equipment

Balls, baskets, cones, targets, rackets, paddles and other equipment.

Insurance

Public liability and professional insurance.

Qualifications & CPD

Coaching courses, qualifications, workshops and continuing development.

Travel

Fuel, mileage, parking, public transport and travel to venues.

Marketing

Advertising, flyers, social media advertising and promotional activity.

Website / Software

Website, booking system, software, email platform and online services.

Payment / Booking Fees

Card fees, online payment charges and booking platform fees.

Professional / Admin Costs

Accountant, banking, DBS, administration and other professional costs.

Other Coaching Costs

Add anything else you need to pay for to operate your coaching business.

Total Annual Coaching Costs £0

Step 3

How Many Lessons Can You Sell?

Be realistic. You may work 40 hours a week, but not all of those hours can be paid coaching hours.

Coaching Weeks Per Year

Allow for holidays, breaks and quieter periods.

Paid Coaching Hours Per Week

Only count hours that customers actually pay you for.

Coaching weeks 45

Paid hours per week 20

Paid coaching hours per year 900

Step 4

Calculate Your Minimum Hourly Rate

Your income target and coaching costs now need to be covered by the number of paid coaching hours you can sell.

Desired annual income £30,000

Annual coaching costs £0

Total annual revenue required £30,000

Your Minimum Average Coaching Rate

£33

This is the average amount you need to generate for every paid coaching hour to cover your costs and reach your income target.

Step 5

What Does That Mean for a Lesson?

Use your minimum hourly rate as a starting point for different lesson lengths.

Lesson Length	Minimum Calculated Price	My Price
30 minutes	£17
45 minutes	£25
60 minutes	£33
90 minutes	£50

Step 6

Check Your Local Market

Now compare your calculated price with what other coaches are charging for a similar lesson in your area.

Lowest Similar Price (£)

Highest Similar Price (£)

Enter local prices to compare your calculated rate with the market.

Step 7

Consider Your Coaching Value

Your price does not have to be the same as another coach. Consider what you offer.

Coaching Experience

Specialist Knowledge

Remember: Customers are not simply buying 60 minutes of your time. They may be buying your knowledge, experience, preparation, coaching expertise, facilities, personal attention, convenience and the results you help them achieve.

Final Step

Choose Your Lesson Price

Take everything into account and decide what you are going to charge.

My 60-Minute Lesson Price (£)

Why have I chosen this price?

ICA Pricing Principle:

Calculate what you need → understand your costs → check your market → consider your value → choose your price.

``` ### The important change The calculator now shows coaches **why costs affect their lesson price**. For example, if a coach wants: * **£30,000 income** * **£7,500 annual coaching costs** * **45 coaching weeks** * **20 paid hours per week** the calculation is: **£30,000 + £7,500 = £37,500 required annual revenue** **45 × 20 = 900 paid coaching hours** **£37,500 ÷ 900 = £41.67 per paid hour** So the coach knows that charging **£25 for a one-hour lesson** would not achieve the stated target at that level of paid coaching activity. This is a much better educational message for the ICA tool because it teaches coaches: > **Don't start with “What do other coaches charge?” Start with “What does it cost me to provide my coaching, and what do I need to earn?”**