Deciding on Your Pricing: A Guide for Exercise Physiologists

Setting your prices is one of the most important decisions you'll make as an exercise physiologist starting your business. Your pricing needs to be competitive, sustainable, and reflective of the value you provide. This guide will walk you through how to set prices for 1:1 sessions and group-based programs while ensuring profitability and long-term success.

1. Understanding Your Pricing Strategy

Your pricing should balance three key factors:

  1. Value-Based Pricing – Reflects the transformation and outcomes you provide.

  2. Market-Based Pricing – Aligns with what clients are willing to pay.

  3. Cost-Based Pricing – Ensures you cover expenses and earn a sustainable income.

2. Pricing for 1:1 Sessions

One-on-one sessions offer personalized care, making them premium-priced services. Here’s how to determine your rate:

Step 1: Calculate Your Costs

Consider all expenses related to delivering a 1:1 session:

  • Clinic/Gym Rental: If renting a space, factor in session-based costs.

  • Equipment & Software: Any tools or subscriptions needed for service delivery.

  • Admin & Billing Time: Time spent scheduling, documenting, and managing payments.

  • Insurance & Accreditation: Annual professional fees broken down per session.

Step 2: Determine Your Target Income

To set an appropriate hourly rate, calculate how much income you need:

  • Example: If you want to earn $100,000/year and plan to work 1,200 billable hours, you need to charge $83 per session just to meet your goal.

Step 3: Research Market Rates

Compare your pricing with local competitors:

  • Private EP rates often range from $90 - $140 per session (varies by location and specialization).

  • NDIS pricing follows a set fee schedule (e.g., $166.99/hour for EP services under NDIS guidelines).

Step 4: Decide on Your Final Rate

Set a price that: ✅ Covers your costs & desired income
✅ Aligns with market expectations
✅ Reflects your expertise and value

💡 Example Pricing Structure for 1:1 Sessions:

  • Standard Private EP Session (60 min): $120

  • NDIS Funded Session (60 min): $166.99 (as per guidelines)

  • Shorter Follow-Up Session (30 min): $80

  • Telehealth Session (45 min): $100

3. Pricing for Group-Based Programs

Group sessions allow you to provide affordable services while increasing profitability by serving multiple clients simultaneously.

Step 1: Calculate Your Costs Per Group Session

Consider the same factors as 1:1 pricing, but divide expenses across multiple participants:

  • Venue costs (if applicable)

  • Equipment & materials per session

  • Administrative and planning time

  • Insurance adjustments for group settings

Step 2: Determine Your Pricing Model

There are three common group pricing structures: ✅ Per Session Rate: Clients pay per session (e.g., $25 per class).
✅ Package Pricing: Clients commit to a term (e.g., $250 for 10 sessions).
✅ Membership Model: Monthly subscription (e.g., $150/month for unlimited classes).

💡 Example Pricing for Group Programs:

  • Small Group Rehab (3-5 people): $35 per session per person

  • Falls Prevention Class (6-10 people): $25 per session per person

  • 6-Week Strength Program: $199 total (2x/week sessions)

Step 3: Determine Break-Even Point & Profit Margin

Calculate the minimum number of participants needed per session to cover costs and make a profit.

Example: If running a 6-person class at $30 per person ($180 total per session) with venue and costs at $80 per session, your profit is $100 per class.

4. Additional Considerations for Pricing

Discounts & Incentives

  • Offer package discounts to encourage commitment.

  • Provide introductory rates for new clients.

  • Create referral incentives (e.g., $10 off for each friend referred).

NDIS & Insurance Billing

  • Ensure you follow NDIS pricing structures.

  • Check private health rebates for EP services in your area.

Communicating Your Prices Confidently

  • Be clear and transparent about your pricing.

  • Emphasize the value of your services rather than just the cost.

  • Address objections by explaining the benefits and outcomes of your programs.

Final Thoughts

Your pricing should reflect the expertise and value you bring to your clients. By setting rates strategically for both 1:1 and group services, you ensure financial sustainability while making high-quality exercise physiology services accessible to those who need them.

Now, take action: review your costs, research your market, and set prices that allow you to grow with confidence!