Stop Undervaluing Your Nutrition Coaching (Charge $3K+ or Don't Bother)

Let me guess: you threw together a nutrition program because some guru told you it was "easy money." You priced it at $199, crossed your fingers, and when three people signed up, you chalked it up as a failure.

Sound familiar?

You're not alone. Every damn gym owner has gone through this. I've done it. Andy's done it. Hell, we’ve all done it. But here's the truth:

If you're not charging thousands for nutrition coaching, you're wasting your time.

You’re doing more harm than good. To your business. To your staff. And worst of all? To your clients. Because they don’t value what they don’t pay for. Period.

The Big Mistake: Giving It Away or Bundling It In

Most gym owners treat nutrition like a free side of fries with the burger. “We’ll just include it with training—it’ll sweeten the pot.”

But when you give it away, you strip it of its value. Your clients don’t take it seriously. They don’t follow through. And you end up frustrated, feeling like you're wasting your time and energy for nothing.

I get it. Selling it is hard. Delegating it is harder. For years, I could sell it and fulfill it myself no problem. But the minute I tried to have someone else do it? The whole thing fell apart. I’d get burned out, my team couldn’t sell it, and even if they did, clients wouldn’t stick with it.

Why? Because we were doing it wrong. Underpricing it. Giving it away. Selling it like it was an afterthought.

Most Nutrition Programs Fail. Here’s Why:

Here’s the classic gym owner cycle:

1. You get excited. “Everyone needs nutrition. This is gonna crush.”

2. You slap together a 12-week program, undercharge, and pitch it to your clients.

3. A handful of people sign up. You do all the work. They don’t follow through. No one renews.

4. You get discouraged. Kill the program.

5. A year later, revenue’s tight. You try again. Same results. Wash, rinse, repeat.

I know because I lived that cycle. And I’ve watched dozens of gym owners do the same.

The problem isn’t that people don’t want nutrition. It’s that:

• You’re not charging enough.

• You’re not selling it right.

• You’re not structuring it for long-term success.

The Solution: Charge $3K–$5K and Build Buy-In

Let me tell you about George and G. Personal training studio owners in upstate New York. Good trainers. Solid business. But they were leaving money on the table because they weren’t doing anything with nutrition.

We helped them launch two offers:

• Executive Program – 3x/week PT sessions + personalized nutrition mentorship with George or G = $5,000 for 9 weeks.

• Accelerator Program – Same setup, but check-ins handled by staff = $3,500.

First week: Sold one of each. $8,500 in new revenue. Within 10 days, they’d already paid for the entire buildout of the high-ticket offer.

And they’re not alone.

Let’s talk about Lauren Derveloy from Ruston, Louisiana. This is a town where the median household income is about $34,000. It’s not exactly Beverly Hills. Lauren had been running her gym—CrossFit-style, tons of love from clients—for nine years. And she was burning out.

She was charging $79–$129 a month for nutrition coaching. Trying to make it work. Being the hero. Clients liked her. But she was getting crushed financially. She told me straight up, “This is sucking my soul. I’ve tried everything.”

She had two little girls. Her husband had major health problems. And the gym that was supposed to be their dream? It was draining them.

When we built her high-ticket nutrition offer, she launched two:

• $2,000 Group Nutrition Mentorship

• $4,500 Executive PT + Nutrition Program

Her first sale was the $2,000 one. She was sweating bullets but got through it. Next three sales? All $4,500.

First month: $18,000.

She left me a voice note after. Emotional. Grateful. Said it was the first time she felt free in nine years. And that story still gets me.

This stuff is real. It works. If Lauren can sell four high-ticket nutrition programs in Ruston, you can do it too.

What Clients Actually Want (It’s Not Macros)

Stop pretending people care about the science. They don’t.

They want to know:

• Can I eat ice cream without screwing it all up?

• Can I get leaner and still have wine on the weekends?

• Can you hold me accountable without making me feel like a failure?

This isn’t about teaching people gluconeogenesis. It’s about helping them build habits that stick.

And that’s what makes our system so powerful:

• One-hour onboarding session

• 30-minute weekly check-ins (Zoom, phone, or in person)

• Transformation tracker (done-for-you, white-labeled)

That’s it.

You—or someone on your staff—can run it. Doesn’t need to be an RD. Doesn’t need to be you.

We’ve even had RDs in gyms who couldn’t sell a damn thing. Because this isn’t about credentials. It’s about connection, structure, and accountability.

It’s Simple. And It Scales.

When you bolt this on to your gym the right way, it becomes a machine:

• Add it to new client consults

• Offer it as an upgrade to 5–10 existing clients who need more than workouts

• Use it to recession-proof your business

This isn’t some “extra.” This is the offer that can 2x your income by helping people who already trust you.

And let’s face it: volume is harder than ever right now. Leads are more expensive. People are ghosting. It’s hard to get them in the gym.

But the ones who are still coming in? They’ve got money. They’re serious. And they’ll pay top dollar if you offer something that solves their real problems.

So stop trying to play the volume game. Start maximizing the value of every client you already have.

Your Action Plan:

1. Identify 5–10 current clients who need help beyond training.

2. Offer them a case study nutrition mentorship.

3. Price it at $3,000 minimum. Anchor higher if needed.

4. Deliver onboarding, weekly check-ins, and habit accountability.

5. Track results. Collect wins. Rinse and repeat.

Final Thoughts

People don’t buy drills. They buy the hole.

So stop selling “nutrition coaching.” Start selling transformation.

You want freedom? You want to actually make money helping people? You need to charge more, deliver better, and keep it simple.

Simple scales. Results sell. And this model works.

Ready to bolt it on and stop leaving money on the table? Let’s go.

Shoot us a message, or check out our High-Ticket Launch program if you want the blueprint. We’ll walk you through it step-by-step.

Just stop giving nutrition away like a side of ketchup. It’s time to make it your most profitable offer.

Now go build something worth paying for.