If you’re wondering how to raise your prices without losing clients, you are not alone. It’s incredibly common for coaches to undercharge in the beginning. That may have made sense for your experience or confidence level at the time. But eventually, the time-for-money trade-off no longer adds up. You might even find yourself resenting the effort you’re putting in for what you’re getting paid.

That’s a big red flag—and a clear sign it’s time to raise your prices. But how do you actually do that without losing everyone?

I’m Annie Miller, and I help coaches build sustainable, data-backed online health and fitness businesses without selling your soul to vanity metrics. Pricing will be a roadblock at some point in your journey, and that’s completely normal. Today, I’m walking you through three different ways to raise your prices, whether it’s front-facing or for your current clients.

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First, Understand That You Have Options

Just like anything in business, you get to choose how you handle this. There isn’t one right way. Choose what aligns with your values and your brand. That said, I don’t recommend raising your prices just because you want to make more money. Sure, you can do that—but I don’t think it’s ethical or sustainable.

Your prices should reflect the value you provide. So before we get into the how, let’s talk about when it makes sense to raise your prices and what needs to be true first.

When Should You Raise Your Prices?

There are a few valid reasons for increasing your rates. These include market changes, increased business expenses, upgraded services, added credentials, or a shift in the results you provide. Maybe you’ve invested in your education or built out a better onboarding process. Maybe you’ve refined your systems and now get clients better results, faster.

All of those are legitimate reasons to increase your pricing. Just make sure the value aligns. You don’t necessarily need to revamp your offer, but it’s a good time to audit it. Need help with that? Start with this post: How to Write a Workout Program.

Option 1: Raise Prices for Everyone at Once

This is the cleanest method. You choose a date and raise your rates for all clients—past, present, and future. If you go this route, make sure to communicate well in advance. One month’s notice is the minimum. Most clients are on monthly billing cycles, so this gives them time to prepare.

Be honest and professional. Let clients know what’s changing and why. For example:

“You’ve been paying $X since [date]. Over time, the service has evolved, and so has the support I provide. Starting [date], pricing will increase to $Y. I want to keep you in the loop and give you time to plan accordingly.”

If someone chooses to leave, let them go respectfully. It doesn’t have to be dramatic or emotional. You can even prepare a referral list for clients who want to work with someone at a different price point.

This approach is bold, simple, and effective—especially if you’re ready to own the change.

Option 2: Grandfather Current Clients, Raise Prices for New Clients

This is a more common option, and it tends to feel safer. In this model, new clients pay the higher rate while current clients stay locked in at their original pricing. You let them know that because of their loyalty, you’re keeping them at the same price, but if they ever leave and come back, it will be at the new rate.

This can be a great middle ground, as long as it makes sense for your profit margins. However, don’t choose this option just because you’re afraid people will leave. If your pricing shift is reasonable and well communicated, most clients will stay.

Want help with client retention? Read this: How to Get Raving Client Testimonials and Reviews.

Option 3: Gradual Increases for Current Clients, Immediate for New Ones

If you’re making a bigger price jump, a tiered approach can work well. This means you raise prices for new clients immediately, but give current clients a heads-up that their pricing will increase gradually over time. That might look like a $20 bump this quarter, another one next quarter, and so on.

The key here is transparency. Be clear about the dates, the changes, and what they can expect. Give people space to process and prepare. This helps maintain trust, while still moving your business in the direction you want.

If this option feels aligned, great. But again—don’t be afraid to make a clean break if that’s what your business needs.

Final Thoughts

Learning how to raise your prices without losing clients comes down to honest communication, clear expectations, and choosing the method that best fits your brand. Most clients aren’t going to disappear overnight just because you increase your rates. And if some do, it’s okay. Your goal is to build a sustainable business, not stay in survival mode forever.

You’re not scamming anyone. You’re evolving. And your pricing should reflect that.

Want more behind-the-scenes strategy?

Read: What Nobody Tells You About Making Six Figures in Online Business.