What does online coaching cost? It depends what you get.
What sets the price, and mine in full.
Prices vary widely, because online coaching covers different services. Three things set the price: how much of the plan is written for you, how often you speak to your coach, and whether someone reviews your week. Mine is a total, not a monthly fee. Z12 is 12 weeks for £900, with a full refund within 14 days.
Three things set the price.
Online coaching is a loose label. It covers a downloaded plan, an app with a chat, and a coach who writes and adjusts every week of your programme. So the range of prices is wide, and comparing headline figures tells you very little.
- How much is written for you. At one end is a template, the same plan sent to everyone. At the other is a plan written for your body, your diary and your goal, and rewritten when your week changes. In my view, this is where most of the difference lies.
- How often you speak. An occasional check-in and a regular call are different services, even when the plan looks the same on paper.
- Whether someone reviews your week. An app logs what you did. A coach reads it, notices what slipped and why, and changes the next week. That attention is the part you are paying for.
Compare the total, not the monthly fee.
- 1. Add it up. Ask for the total for the whole programme, including anything charged on top: calls, check-ins, a second phase.
- 2. Ask who writes the plan. The coach you spoke to, a team, or a template. Then ask how your plan would differ from the last client’s.
- 3. Ask how often you will speak, and who reads your week between calls.
- 4. Read the refund policy before you commit, not after. It should be something you can read, not something you have to ask for.
- 5. Ask what happens when it ends. I want my programmes to be the last ones someone ever needs. A good programme leaves you able to carry on without it.
My price, in full.
Z12 is 12 weeks for £900 in total, with a full refund within 14 days. Z24 is 12 more weeks for £2,100, in one payment or two, only if we both agree it is needed.
If you take Z24 in two payments, they are £1,050 each, at the start and in week 6. At week 12 we decide together whether you need Z24, and you receive the full terms before you pay. The price includes:
- Your plan, written and adjusted by me personally, around your week: about three hours a week, often less, at home, in a hotel room or in a gym.
- A call every week or two, your choice.
- A written review every week, and replies to your messages within one UK working day.
- Mr Z, my AI coach, between calls. After Z12, you keep three more months of Mr Z.
- Form checks. You film a set, I review it and reply.
- Your measures, tested on our first call (a one leg stand, upper body strength, a squat and posture) and retested every 12 weeks.
Who should pay less.
If you want a plan to follow on your own, and you do not want anyone reading your week, a template costs far less, and that is a reasonable choice.
If you are not convinced yet, a trainer in person is the better first step. I would not start you on a remote programme.
For everyone else, the line I have always worked by still holds: cheap solutions that do not deliver long-term value end up costing more than expensive ones that actually fix the problem.
What people ask first
How much does online fitness coaching cost in the UK?
Prices vary widely, from a template plan to a coach who writes and adjusts every week for you. Compare what each price includes: who writes the plan, how often you speak, and whether someone reviews your week. Mine is £900 in total for 12 weeks.
How much is online coaching per month?
Some coaches charge by the month. I do not: I price the programme as a total, because I work in blocks of 12 weeks, with your measures retested at the end of each. Z12 is £900 for the 12 weeks.
What does ZTraining cost?
Z12 is 12 weeks for £900 in total, with a full refund within 14 days. Z24 is 12 more weeks for £2,100, in one payment or two, only if we both agree it is needed.
Is there a refund?
Yes. Cancel Z12 within 14 days of signing up, for any reason, and we refund everything.
Why does a coach cost more than an app?
An app logs your week. A coach reads it, notices what slipped and why, and changes the next one. You are paying for that attention, and for the decision about which part of all the free advice applies to you this week.
Is online coaching cheaper than a personal trainer?
That depends on how many sessions a week you would book. Compare the total for the same number of weeks, and what each covers: an hour in one place, or a plan for your whole week, wherever you are.
Francesco Zen, founder of ZTraining
Last reviewed 10 November 2026. General information, not medical advice: if you have a health condition, or have not exercised for a long time, talk to your GP before you start.
Twenty minutes, with me.
We talk about your week, your health and what you have tried before. If the programme fits you, I will say so. If it does not, I will say that too.