The Difference Between $100 / Month and $1,000 / Month Nutrition Coaching and Everything In Between
By: Justin Murphy, B.S. Nutrition, CPT
Nutrition coaching can range from $100 / month all the way up to $1,000 / month depending upon who you’re working with…
Would it be helpful if I did a breakdown of what different pricing typically gets you?
Awesome! Let’s get into it.
First off, I just want it to be known that I’m not writing this to talk down to any nutrition coach or company. I’m simply writing this to help better inform the public on the wide range of pricing when it comes to nutrition coaching. $100 to $1,000 / month is a pretty wide range when it comes to nutrition coaching, especially when so many clients are seeking similar outcomes: feel better, look better and/or perform better.
When it comes to the wide range of pricing, there are a few different aspects that this depends on, but the main differentiator in price is communication and access. You see, there are some nutrition coaches and/or companies that communicate through an app, some via email, some over the phone or zoom and some in-person. Now, everyone has different needs and wants when it comes to coaching, but typically the more access you have to your coach the more you need to be willing to pay.
For example, on the lower end of pricing ($100-$150 / month) you will typically communicate with your coach via weekly check-ins on an app or through email. You will never actually talk to this person over the phone, zoom or in person. Again, for some people this works just fine, but for most people in my experience of working with over 1,000 clients 1:1 over the last 10+ years this just doesn’t work well. I would argue that the biggest missing link in the nutrition coaching space is human connection. When someone feels like they’re talking to a robot on the other end of an app or getting short and/or copy & paste responses via email, it’s just hard to connect and truly feel like your coach actually cares about your success. Simply giving someone a meal plan or macro adjustments is not real coaching.
The middle tier of pricing ($300-$500 / month) is in my opinion where most of the best coaches / companies sit. Most of these coaches communicate with their clients via weekly check-ins done over the phone or through zoom (or other video platform). This is where human connection is prioritized to where you can actually build a real relationship with your coach. Talking to a real person over the phone, through zoom or in person creates a whole new level of accountability and connection that email coaching or an app just typically can’t provide. Most of these coaches also go above and beyond for their clients offering facebook community groups, texting or slack for private messaging, providing habit trackers through google sheets or an app, creating general workout programs through google sheets, PDF or an app, educational resources like infographics, blogs, podcasts, recipes, etc. and even one off value adds like grocery shopping trips done in person or through facetime, creating grocery orders on instacart or amazon, etc. There are also some coaches / companies that bring in other experts like therapists, counselors and other subject matter experts to speak on certain topics relative to common client struggles they may be experiencing.
The top tier of pricing ($600-$1,000 / month) is where things start to get a little interesting. Now, I’m not saying that some of these coaches aren’t worth what they charge, but typically they are selling the fact that they’re a registered dietitian (RD) and/or they’re selling a paid in full coaching package promising results that many can’t fulfill. They typically provide all of the things listed above, but because RD’s are technically the only professionals in the United States that are licensed they feel the need to charge more than everyone else. As someone such as myself that went to school for 6 years and spent $60,000 on obtaining my nutrition degree, but decided not to become a registered dietitian because I did not have interest in working in a clinic setting, I personally think most of these people are overcharging for the value they bring the client. I’ll add to this that unless you are someone with a specific medical condition that can only be treated by an RD, most people don’t need to work with an RD. Therefore medical nutrition therapy is not required to be a great nutrition coach. Don’t get me wrong, I value the investment I made in getting my nutrition degree as it gave me a solid foundation on the science of nutrition that so many other nutrition coaches / nutritionists simply don’t get from simply obtaining a nutrition certification(s). However, it’s 2022 and the information is out there everywhere for those coaches that truly do want to become an expert in their craft. I will also add that anyone can call themself a nutritionist in the United States without having a nutrition degree, completing a dietetics internship and passing their licensure exam. Therefore, technically becoming a registered dietitian is the highest level of nutrition professional there is. With that said, that doesn’t mean they’re a great coach. In fact, I’ve met many RD’s that are terrible coaches. No different than any other profession, there are good and bad professionals in every field. I would also argue that there are way more people out there calling themself a nutrition coach or nutritionist that are far worse than any RD I’ve ever met. Oh, and don’t even get me started on all of these fitness iNfLuEnCeRs out there giving out terrible nutrition recommendations that go way far out of their scope of practice. Another possible scenario would be if the coach is also providing a custom training program for their client in which you are essentially paying for two separate services combined into one package.
At the end of the day, you definitely pay for what you get when it comes to hiring a nutrition coach. You have to do your research and due diligence before hiring a coach. Follow them on social media and consume their content for AT LEAST 3 months before inquiring about their coaching services. Shop around and don’t be afraid to ask for testimonials as well as to speak to their previous clients that have had success working with them in the past. Don’t shop around just based on price either! The most expensive coach or program doesn’t necessarily mean it’s the best. With that said, you have to know what motivates you to put in the work to get the results you desire. Typically, the more you pay the more you pay attention! But simply paying a coach or company money, regardless of the amount, doesn’t guarantee your results. You have to trust the process and actually commit to putting in the work it takes to accomplish your goal. Anything worth having takes hard work and dedication. Life changing transformations only happen when both the client and the coach work together as a team. As they say, teamwork makes the dream work!
I realize that not everyone reading this will agree with everything I had to say here and that’s ok. If there was anything I missed or any questions I can answer for you, please comment below. Thank you for taking the time to read this as I value your time and I hope this added value to you!
-Coach Justin