EP | 741 - 10 Sentences To Help You Increase Your Confidence in Pricing Your Program
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In this episode of The Fitness Business Podcast, Erin Dimond delivers a powerful mindset shift around pricing for fitness and nutrition coaches, emphasizing that confidence in pricing stems not from tactics but from internal beliefs about personal worth. She outlines 10 transformative sentences that reframe pricing as a signal of value, commitment, and expertise. Drawing from real-world examples—including her own pricing evolution with Hermosi and Aaron’s successful program launches—Erin illustrates how raising prices increases perceived value, improves client commitment, and fuels business growth through reinvestment. She challenges coaches to stop undervaluing themselves, reject discounts, and focus on attracting the right clients who truly appreciate their expertise. The episode culminates in a call to action for coaches ready to build premium programs with full confidence and infrastructure support.
Your price is a signal of value—charging more makes your product feel better, not the other way around.
Clients who pay more show up more, respond faster, and achieve better results due to increased commitment.
Free content builds brand awareness, but paid programs drive transformation and create a self-sustaining business flywheel.
Discounting devalues your work and creates a cycle of lower expectations and reduced client engagement.
Stop trying to convince the wrong people—find your 'museum' audience who truly recognizes your worth.
The Mindset Behind Pricing
“Your worth is directly proportionate to the amount of value that you provide your marketplace.”
Sentence 1: Price Makes the Product Better
“Charging higher prices makes your product better.”
Sentence 4: Sell with Conviction
“I genuinely believe that this is the best thing for this person. And if they walk away, they're fucked.”
Sentence 5: You’re Selling Time, Not Hours
Using the plumber analogy, Erin explains that clients pay for years of accumulated expertise, not just time spent—highlighting the true value of a coach’s experience.
Sentence 10: The Right Place Values You
“The right place values you the right way.”
“The right place values you the right way.”
“Charging higher prices makes your product better.”
“I genuinely believe that this is the best thing for this person. And if they walk away, they're fucked.”
Host
Erin Dimond
person
Aaron
person
Hermosi
person
IFCA
organization
Southwest companion pass
product
Client Engine
product
Jordan Dugger
person
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