TL;DR: TrainHeroic pricing starts around $49/month for individual coaches, scaling up based on athlete count and features needed. The platform has a built-in marketplace where coaches can sell programs and generate additional revenue. For pure strength and S&C coaching, the pricing is reasonable given the feature depth. For coaches who also need endurance features, testing, or device sync, TrainHeroic’s pricing doesn’t include what you need. Coachbox offers transparent EUR pricing, includes lactate testing in coaching plans, and covers endurance and hybrid coaching workflows that TrainHeroic doesn’t address.
Update, 22 July 2026: Garmin has acquired TrainHeroic and TrainingPeaks from Peaksware Holdings. Device support, pricing and coach accounts were unchanged by the announcement, so everything below still describes the platform as it works today. For what the deal does and does not change, read Garmin acquires TrainingPeaks and TrainHeroic.
TrainHeroic Pricing Overview
TrainHeroic positions itself as a professional coaching platform with pricing that reflects its feature set. Unlike some tools that hide pricing behind sales conversations, TrainHeroic publishes its plans, which is a genuine plus when you’re evaluating options.
The pricing is structured around two primary products: the coaching platform for working coaches managing direct athlete relationships, and the marketplace for coaches selling packaged programs to a broader audience.
Coach Plans
TrainHeroic’s coach pricing is built around athlete count. The more athletes you manage, the higher your monthly cost. This per-athlete model is common in coaching software and makes sense for the platform’s positioning.
| Plan | Monthly Price | Athlete Count | Key Features |
|---|---|---|---|
| Individual | ~$49/month | Up to 5 athletes | Core programming, workout delivery, basic analytics |
| Team | ~$99/month | Up to 20 athletes | Team management, leaderboards, compliance tracking |
| Performance | ~$199/month | Up to 50 athletes | Advanced analytics, priority support |
| Enterprise | Custom | 50+ athletes | Custom configuration, facility management |
These prices reflect published ranges and current user reports. TrainHeroic periodically adjusts its plans, so check their website for the most current pricing.
What’s Included in Coach Plans
Most TrainHeroic coach plans include:
- Workout builder: Full strength programming with sets, reps, load, and RPE
- Exercise library: Access to the video exercise library for attaching demos to workouts
- Athlete app access: Your athletes get access to the mobile app for logging workouts
- Performance tracking: PR tracking, volume data, and compliance monitoring
- Team boards: Leaderboards and group performance views (depending on plan)
- Basic analytics: Workout completion, load data, and athlete progress
What’s Not Included in Any Plan
Regardless of which plan you choose, some features are simply not part of the TrainHeroic ecosystem:
- Structured endurance workouts with device sync
- Lactate testing or physiological assessment
- TSS/CTL/ATL training load metrics for endurance
- HR or power zone-based workout prescription for cardio
- Real in-app messaging beyond workout feedback
If you need these features, you’ll need to add another platform alongside TrainHeroic. That additional cost is worth factoring into your total monthly spend.
The Marketplace: Revenue, Not Just a Cost
One distinctive aspect of TrainHeroic’s pricing model is the marketplace. Coaches can create packaged programs and sell them through the TrainHeroic Marketplace, turning the platform from a cost into a potential revenue source.
How the marketplace works:
- You create a program: Package your training system into a sellable product (a 12-week strength block, a competition prep program, etc.)
- Set your price: Programs typically sell for $29-$199, with some premium offerings higher
- TrainHeroic takes a cut: The platform takes a percentage of each sale (standard marketplace terms apply)
- Athletes get access: Buyers get the program delivered through the TrainHeroic athlete app, giving them a polished experience
For coaches who have built audiences through social media, YouTube, podcasts, or within specific athletic communities, the marketplace is a genuine revenue channel. A well-positioned program selling to a community of CrossFit athletes or football players can generate meaningful passive income.
The marketplace changes the value equation for some coaches. Instead of asking “does this platform cost too much?”, the question becomes “can I generate more through program sales than the platform costs me?” For coaches with established followings, the answer can be yes.
Is TrainHeroic’s Pricing Good Value?
For its target audience, yes. If you’re an S&C coach, CrossFit coach, or team performance coach working primarily with strength athletes, the pricing is competitive with similar platforms. You get genuine depth in strength programming, a clean athlete app, team management features, and a marketplace option, all in one subscription.
The value question gets more complicated if your coaching work extends beyond strength:
Scenario 1: Pure strength coach You coach athletes who lift, run some conditioning, but don’t train for endurance events. TrainHeroic handles everything relevant to your work. The pricing makes sense.
Scenario 2: Hybrid coach Your athletes lift and also run, ride, or swim with serious intent. You want to program and monitor both modalities. TrainHeroic handles the lifting. You’ll need something else for the endurance side. Two subscriptions, two workflows, manual coordination.
Scenario 3: Endurance coach who wants to add strength You coach runners or cyclists who need supplemental strength work. TrainHeroic excels at the strength programming but has no endurance features. Your primary coaching work still needs another platform. Three potential tools (TrainHeroic, an endurance platform, and possibly a testing tool) for what should be one workflow.
Hidden Costs to Consider
The Second Platform Problem
For coaches who need both strength and endurance features, TrainHeroic’s pricing is only part of the story. Add a TrainingPeaks subscription ($19.95-$49.95/month) for endurance delivery, and you’re looking at $70-250/month for two platforms that don’t fully communicate.
Then factor in the time cost: manually coordinating programming across two systems, keeping athlete profiles updated in both places, and explaining to athletes why they’re using two different apps.
No Built-In Testing
If you want to incorporate lactate testing or other physiological assessment into your coaching, you’ll need a third tool. Options like INSCYD require certification and add significant cost. A standalone lactate analysis tool adds another subscription. None of them integrate with TrainHeroic.
For coaches who see testing as essential to accurate zone prescription and periodization, the absence of testing tools in TrainHeroic means building a separate testing workflow that doesn’t connect to the rest of your coaching.
Athlete Count Growth
TrainHeroic’s per-athlete pricing model means your costs scale with your athlete count. For a coach building a growing practice, what starts as $49/month at 5 athletes becomes $99/month at 20 athletes, then $199/month at 50 athletes. Modeling your future costs as your practice grows is worth doing before committing to the platform.
How Coachbox Pricing Compares
Coachbox takes a different approach: transparent EUR pricing, lactate testing included in coaching plans, and a single platform that covers endurance and hybrid coaching from the start.
Coachbox Coach Plans
| Plan | Price | Athletes |
|---|---|---|
| Base | EUR 12.95/month | Up to 5, with overage per extra |
| Build | EUR 24.95/month | Unlimited |
| Peak | EUR 39.95/month | Unlimited, plus custom branding and API |
| Summit | EUR 69.95/month | Unlimited, plus multiple coaches |
Every plan includes a set of free lactate tests when you join, with the number depending on the plan. After that, tests are priced per test.
All plans include the complete coaching platform: training planning, athlete communication, calendars, analytics, annual periodization, device sync for Garmin, Wahoo, Polar, Suunto, COROS, Fitbit, and TomTom, zone management that auto-updates from test results, and Coachbox AI, an assistant you can chat with about your athletes’ data.
Coachbox Lactate Module (Standalone)
For labs, sports medicine clinics, or coaches who want testing without a full coaching subscription, there’s a standalone Lactate Module. This includes a monthly subscription plus test bundles (50, 100, or 250 tests), designed for practitioners whose primary service is physiological testing rather than daily coaching.
What You Get That TrainHeroic Doesn’t Offer
| Feature | TrainHeroic | Coachbox |
|---|---|---|
| Lactate testing | Not available | AI-powered, included |
| LT1/LT2 detection | Not available | Automatic, under 60 seconds |
| Zone calculation from tests | Not available | Automatic, multi-method |
| Zone-based workout prescription | Limited | Full HR and power zones |
| Device sync for endurance workouts | Not available | Garmin, Wahoo, Polar, Suunto, COROS, Fitbit, TomTom |
| Structured interval workouts | Not available | Full interval builder with zone targets |
| TSS/training load for endurance | Not available | PMC, load trends |
| Annual periodization | Limited | Built-in endurance periodization tools |
| In-app messaging | Limited | Full in-app communication |
| AI assistant (chat with your data) | Not available | Coachbox AI |
| Branded PDF reports | Not available | Professional, customizable |
Where TrainHeroic Has an Advantage
| Feature | TrainHeroic | Coachbox |
|---|---|---|
| Strength programming depth | Excellent | Good |
| Exercise video library | Comprehensive | Own uploads only |
| Program marketplace | Yes, revenue-generating | Coming soon |
| Team leaderboards for strength | Yes | Not available |
| Per-athlete pricing transparency | Yes | Yes (different model) |
The trade-off is clear: TrainHeroic goes deeper on strength-specific features. Coachbox covers the full coaching workflow for endurance and hybrid athletes, including testing.
Side-by-Side Pricing Comparison
| TrainHeroic | Coachbox | |
|---|---|---|
| Pricing published? | Yes | Yes |
| Currency | USD | EUR |
| Entry price | ~$49/month | EUR 12.95/month (Base) |
| Pricing model | Per-athlete tiers | Plan tiers, unlimited athletes from Build |
| Lactate testing | Not available | Included, free tests with your plan |
| Endurance features | Not available | Full platform |
| Device sync | Limited | Garmin, Wahoo, Polar, Suunto, COROS, Fitbit, TomTom |
| Program marketplace | Yes | Coming soon |
| In-app messaging | Limited | Full |
| Branded reports | No | Yes |
| Certification required | No | No |
Total Cost of Ownership: Building a Realistic Picture
Pure Strength Coach Annual Budget
| Item | TrainHeroic | Coachbox |
|---|---|---|
| Platform subscription | $600-2,400/year | EUR equivalent |
| Testing tools | Not needed (if not testing) | Included |
| Endurance platform | Not needed | Not needed |
| Total | $600-2,400/year | Single subscription |
For a pure strength coach, TrainHeroic is well-priced and covers everything needed without additional tools.
Hybrid Coach Annual Budget
| Item | TrainHeroic Setup | Coachbox Setup |
|---|---|---|
| TrainHeroic (or comparable) | $600-2,400/year | Not needed |
| Endurance coaching platform | $240-600/year | Included |
| Testing tools | $0-2,000+/year | Included |
| Time coordinating between platforms | Significant | Minimal |
| Total | $840-5,000+/year | Single subscription |
For coaches managing both strength and endurance, the total cost of using TrainHeroic alongside other tools adds up quickly. A single platform that covers both is genuinely more economical.
When TrainHeroic’s Pricing Makes Sense
You coach pure strength athletes. If your athletes are CrossFit competitors, powerlifters, football players, or other athletes where the primary training modality is lifting, TrainHeroic’s pricing reflects a platform that serves you well without gaps.
You have a following and can sell programs. The marketplace changes the pricing calculus. If you can generate $500/month in program sales, the platform effectively pays for itself. For coaches with the right audience, this is a real scenario.
You manage a team or facility. For sports performance directors or facility coaches managing 20-50+ athletes, TrainHeroic’s team features justify the higher tier pricing compared to managing the same load in generic coaching tools.
When Coachbox’s Pricing Makes More Sense
You coach endurance athletes. If your athletes run, ride, swim, or row, Coachbox covers the coaching workflow that TrainHeroic simply doesn’t address. You’re not paying for features you can’t use.
You want testing included. Lactate testing is built into Coachbox coaching plans. For coaches who test regularly, the effective cost per test (EUR 3-6 after free monthly tests) makes testing economically viable in a way that adding a separate testing tool does not.
You’re managing multiple tools and want to consolidate. If you’re currently paying for TrainHeroic, a training delivery platform, and possibly a testing tool, Coachbox’s single-subscription model likely reduces your total annual spend while improving workflow efficiency.
You want to avoid per-athlete scaling costs. Coachbox’s plan model doesn’t penalize you as directly for growing your athlete count. For coaches building a practice, predictable pricing matters.
Making Your Decision
Choose TrainHeroic if you’re a strength or team sport coach with little or no endurance coaching in your practice, and you want to potentially generate revenue through program sales. The platform is well-priced for what it delivers to its target audience.
Choose Coachbox if you coach endurance athletes, hybrid athletes, or want physiological testing integrated into your coaching workflow. The single-subscription model covers the full coaching workflow, including testing that TrainHeroic simply doesn’t offer.
Consider both if you have a mixed practice with significant strength and significant endurance coaching needs, and your athlete count makes a hybrid approach economically viable. Some coaches run strength programming in TrainHeroic and endurance coaching in Coachbox, accepting the coordination overhead in exchange for best-in-class tools for each modality.
The best pricing decision is the one that matches the actual work you do every day with athletes. Start with your coaching reality, then find the tool that fits it.