TL;DR: TrueCoach pricing comes in three plans, based on the number of active clients, the athletes on your roster: Starter for up to 5, Standard for up to 20 and Pro for up to 50. Billed annually they come to $26.34, $57.99 and $136.99 per month; billed monthly, $29.98, $69.98 and $164.98 (TrueCoach pricing). All prices are in USD, and your clients use TrueCoach for free. Standard and Pro add wearables, a custom-branded app, public coach profiles and advanced habit and nutrition tracking, so the tiers differ in more than client count. TrueCoach presents itself as software for personal trainers and fitness businesses. In its pricing and documentation we did not find endurance training load analytics, lactate testing or structured workouts sent to a watch. If you need those, you run a second tool or platform next to it, and your real monthly cost depends on how that tool bills.
TrueCoach Pricing at a Glance
TrueCoach prices by active clients. Each plan covers up to a set number of them, and you move up a plan as your roster grows. Adding coaches to your team account costs nothing extra (TrueCoach help: pricing), and archived clients do not count toward your client total (TrueCoach help: archived clients).
Current Plans (2026)
| Plan as TrueCoach lists it | Billed annually, per month | Billed monthly | Active clients |
|---|---|---|---|
| Starter | $26.34 | $29.98 | Up to 5 |
| Standard | $57.99 | $69.98 | Up to 20 |
| Pro | $136.99 | $164.98 | Up to 50 |
| More than 50 clients | Pricing options in your account, or contact TrueCoach | 50+ |
Source: TrueCoach pricing, checked on 29 September 2026. TrueCoach states “All prices are in USD”, and its terms say subscription fees do not include taxes such as VAT or sales tax (TrueCoach terms). We show the prices as listed, excl. tax, and do not convert them.
For more than 50 clients, the pricing page says TrueCoach has “special pricing” and asks you to email support; its FAQ mentions custom pricing above 250 clients (TrueCoach pricing). In your account, a coach with more than 50 clients types in the number of clients to see the matching plan (TrueCoach help: adjusting your plan). We did not find those prices published.
You can upgrade at any time. TrueCoach prorates what you already paid, and a downgrade takes effect at the end of your billing period (TrueCoach help: pricing).
What’s Included in Every Plan
Every plan includes the same core, according to TrueCoach’s pricing page (TrueCoach pricing):
| Feature as TrueCoach lists it | Included in every plan? |
|---|---|
| Program and workout builder | Yes |
| Client management tracker and dashboard | Yes |
| MyFitnessPal nutrition and habit tracking | Yes |
| Exercise video library (3,000+ videos), plus your own uploads | Yes |
| In-app messaging with photos, videos and GIFs | Yes |
| Automated payments (TrueCoach Payments, powered by Stripe) | Yes |
| iOS, Android and web app | Yes |
What Changes on Standard and Pro
Standard and Pro add features that Starter does not have (TrueCoach pricing):
| Feature as TrueCoach lists it | Starter | Standard | Pro |
|---|---|---|---|
| Wearables (Apple Health, Garmin, WHOOP and others) | No | Yes | Yes |
| Custom-branded fitness app | No | Yes | Yes |
| Public coach profiles | No | Yes | Yes |
| Advanced habit and nutrition tracking | No | Yes | Yes |
| Zapier automations | No | See note | Yes |
Note: the Standard card on the pricing page lists Zapier automations, while the full feature list on the same page and the help center put Zapier on Pro and above (TrueCoach pricing, TrueCoach help: Zapier). Ask TrueCoach if you need it on Standard.
The pricing FAQ says there are no extra fees (TrueCoach pricing). If you collect client payments through TrueCoach Payments, Stripe processing costs a flat 5% per transaction, and the feature is available to coaches in the US, UK, Australia and Canada (TrueCoach help: processing fees).
What We Did Not Find in TrueCoach’s Documentation
We looked through TrueCoach’s pricing page, feature list and help center for the endurance-specific tools below:
| Capability | What we found |
|---|---|
| Endurance training load (TSS, CTL, performance management chart) | We did not find it in their feature list (pricing) |
| Workout sync from devices | The wearables page says you can use devices to track your clients’ “workouts, heart rate, sleep, and more” (wearables). The wearables FAQ lists three graphs: sleep, resting heart rate and steps (wearables FAQ). We did not find per-session workout files with pace, power or heart rate described in the help center |
| Structured workouts sent to a watch or bike computer | We did not find it in their documentation (wearables FAQ) |
| Lactate or physiological testing | We did not find a testing module. Custom metrics let you record results over time, such as a 5k row or VO2max (metrics) |
| Season planning | A planning or “skeleton” tool sets a title, dates and a daily focus on the client’s calendar (planning tool) |
| PDF output | You can print workouts and programs, with client results, to PDF (printing a program); we did not find branded test reports |
| Heart rate or power zones | We did not find zone settings in their help center (help center) or in the workout builder guide (workout builder) |
In our view these are product focus rather than pricing gaps: TrueCoach builds for personal trainers, strength coaches and fitness businesses (TrueCoach pricing). Knowing them upfront helps you judge whether one TrueCoach plan covers your work.
What TrueCoach Costs at Different Roster Sizes
The amounts below are TrueCoach’s listed prices for the plan that fits each roster, billed annually, in USD as listed (TrueCoach pricing).
Scenario 1: Small Practice (10 clients)
A coach with 10 active clients, mostly fitness and strength work.
| Item | Price as TrueCoach lists it |
|---|---|
| TrueCoach Standard (up to 20 clients) | $57.99/month billed annually, or $69.98 billed monthly |
Starter stops at 5 clients, so 10 clients puts you on Standard. At the annual rate that works out to about $5.80 per client per month, and you have room to grow to 20 clients on the same plan.
Scenario 2: Growing Endurance Practice (25 athletes)
A triathlon or cycling coach with 25 athletes who plans structured intervals and wants workout data from their devices.
| Item | Price as TrueCoach lists it |
|---|---|
| TrueCoach Pro (up to 50 clients) | $136.99/month billed annually, or $164.98 billed monthly |
If you need training load analytics or workouts sent to devices, you add a second platform, and it bills in its own way. TrainingPeaks, for example, lists its Coach Edition at $21.99 USD per month billed monthly with 4 basic and 1 premium athlete account, from $54.99 for 5 or more basic athlete accounts, and $9 per month for each extra premium athlete, with volume discounts, a $99 start-up fee it waives with a coupon code on the same page, and “additional taxes may apply” (TrainingPeaks coach pricing). For coaches in the EU and the UK, TrainingPeaks charges VAT on top (TrainingPeaks help: coach billing). What that adds depends on how many of your athletes need premium accounts, so we do not add the two into one total. Two platforms also means two logins and two athlete lists.
Scenario 3: Established Coaching Business (60 athletes)
At 60 athletes you pass the 50-client ceiling of Pro. TrueCoach shows the price for your client count in your account or on request (adjusting your plan); we did not find it published. Any second platform for endurance analytics or testing bills on top, on its own model.
Scenario 4: Large Gym or Team (100 athletes)
The same applies at 100 athletes: ask TrueCoach for pricing. For a gym or team whose work TrueCoach covers fully, one platform with free client accounts and coaches at no extra cost keeps things simple (TrueCoach help: pricing).
Annual vs. Monthly Billing
| Plan | Billed monthly | Billed annually, per month | Difference over 12 months (our calculation) |
|---|---|---|---|
| Starter | $29.98 | $26.34 | $43.68 |
| Standard | $69.98 | $57.99 | $143.88 |
| Pro | $164.98 | $136.99 | $335.88 |
Source for the prices: TrueCoach pricing. TrueCoach describes the saving as one month free on Starter and two months free on Standard and Pro, “when comparing the total cost of annual billing with the total cost of monthly billing”. The last column is our own calculation: 12 times the monthly price minus 12 times the annual per-month price.
The default agreement is month to month and you can cancel at any time. Annual plans come with the TrueCoach Guarantee, an unconditional 90-day money-back guarantee for first-time subscribers on an annual plan, with restrictions (TrueCoach pricing).
Free Trial
TrueCoach offers a 14-day free trial with no credit card required (TrueCoach pricing).
Use the trial as a real test. Build a program, invite a test client, and run a few workouts through the full cycle. That hands-on week tells you more about fit than any review.
What You Get vs. What You Pay: Our Assessment
In our view TrueCoach pricing is fair for what it delivers to a fitness or strength coach. Client accounts are free, coaches cost nothing extra, and the core features sit in every plan (TrueCoach pricing).
Whether it holds up for you depends on what you coach:
If you coach endurance athletes who train with power or heart rate: We did not find training load analytics in TrueCoach’s feature list (pricing), and the wearables FAQ describes sleep, resting heart rate and step graphs rather than per-session workout data (wearables FAQ). You would likely add a platform such as TrainingPeaks, which bills per premium athlete (TrainingPeaks coach pricing).
If you run physiological tests: We did not find a testing module. You can log results as custom metrics (metrics), but the analysis and the zones that come out of it live in another tool.
If you need branded test reports: TrueCoach prints workouts and programs to PDF (printing a program). For test reports you build them yourself in a document tool, which costs time rather than money.
If you want one platform: For fitness and strength coaching, TrueCoach covers workouts, nutrition, habits, messaging and payments in one place (TrueCoach pricing). For endurance coaching, in our view, you will probably need something next to it.
How Coachbox Pricing Compares
Coachbox publishes its prices in EUR on the website (Coachbox pricing). The models differ: TrueCoach charges a plan price per band of active clients (TrueCoach pricing), Coachbox charges a base plan with a set number of athletes included plus a fee per extra active athlete. All Coachbox prices below exclude VAT.
Coachbox for Coaches
Lactate testing is part of every Coachbox coaching plan. Each plan includes free lactate tests at the start of your license, and after that you pay per test.
| Plan | Price excl. VAT | Athletes | Lactate tests |
|---|---|---|---|
| Base | 19 EUR/month billed yearly, or 25 EUR billed monthly | 5 included, 2.50 EUR per extra | 5 free at the start, then 6 EUR per test |
| Build | 49 EUR/month billed yearly, or 65 EUR billed monthly | 25 included, 2 EUR per extra | 10 free at the start, then 5 EUR per test |
| Peak | 79 EUR/month billed yearly, or 99 EUR billed monthly | 50 included, 1.75 EUR per extra | 15 free at the start, then 4 EUR per test |
| Prime | 149 EUR/month billed yearly, or 190 EUR billed monthly | 100 included, 1.50 EUR per extra | 20 free at the start, then 3 EUR per test |
The extra-athlete fee counts active athletes only, meaning athletes with workouts planned in the future. Every plan includes the full feature set and unlimited coaches. Athletes coached by you use the app for free, as they do on TrueCoach (TrueCoach pricing). Coachbox also has a 14-day free trial with no credit card required.
On top of lactate testing, every plan includes training planning with annual periodization, athlete communication, analytics with training load, workout sync from Garmin, Polar, Wahoo, Suunto, COROS and Fitbit (and Apple Health on iPhone), structured workouts sent to Garmin, COROS and Wahoo, branded PDF reports for test results, and Coachbox AI, which answers questions about your athletes and writes changes straight into the training plan.
Feature-for-Feature Comparison
| Capability | TrueCoach | Coachbox |
|---|---|---|
| Workout builder and delivery | Included (pricing) | Included |
| Client or athlete messaging | Included (pricing) | Included |
| Free accounts for your clients | Yes (pricing) | Yes |
| Extra coaches at no extra cost | Yes (help) | Yes, unlimited coaches |
| Season planning | Planning or skeleton tool (help) | Annual plan with periodization |
| Wearables and devices | Standard and Pro; the FAQ lists sleep, resting heart rate and step graphs (wearables FAQ) | Workouts and health data sync |
| Endurance training load | Not found in their feature list (pricing) | Included, with TSS tracking |
| Structured workouts sent to a watch | Not found in their documentation (wearables FAQ) | Garmin, COROS and Wahoo |
| Lactate testing | Not found; custom metrics for test results (help) | Included (free tests at the start, then per test) |
| Branded reports | Print workouts and programs to PDF (help) | Branded PDF reports for tests |
| Exercise video library | 3,000+ videos plus your own (pricing) | Demo videos or images in strength workouts |
| Client payments | TrueCoach Payments, 5% per transaction, US/UK/AU/CA (help) | Coming later |
| Pricing basis | Plan per band of active clients, USD excl. tax (terms) | Base plan plus per extra active athlete, EUR excl. VAT |
How the Costs Add Up for an Endurance Coach
For a coach with 25 endurance athletes who runs regular lactate tests, the two setups bill differently:
TrueCoach plus a second platform:
- TrueCoach Pro: $136.99/month billed annually, or $164.98 billed monthly, in USD excl. tax (TrueCoach pricing, TrueCoach terms)
- A platform for training load and device workouts, for example TrainingPeaks Coach Edition, billed per premium athlete on top of a base price (TrainingPeaks coach pricing)
- Lactate analysis in separate software, at whatever that tool charges
Coachbox:
- Build: 49 EUR/month billed yearly, or 65 EUR billed monthly, excl. VAT, with 25 athletes included
- 10 free lactate tests at the start, then 5 EUR per test
Because the models differ (client bands, per-premium-athlete fees, per-test fees), we do not turn them into one total. Your cost depends on how many athletes need premium accounts elsewhere and how often you test. Price out your own roster with each vendor’s calculator.
Tips for Getting the Best Value from TrueCoach
If TrueCoach fits your coaching model:
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Use the free trial fully: Build a real program, invite a real client, and run the whole workflow before you pay.
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Consider annual billing: On Pro, annual billing costs $335.88 less over twelve months than monthly billing, and first-time annual subscribers get a 90-day money-back guarantee (TrueCoach pricing).
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List your extra tools before you sign up: Add up what you pay for analytics, device workouts or testing elsewhere. That, plus your TrueCoach plan, is your real monthly spend.
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Pick the plan for the roster you have: You can upgrade at any time with the amount already paid prorated (help), so you do not need to buy room for growth upfront.
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Archive clients on a break: Archived clients do not count toward your client total (help).
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Check whether you need Standard: Wearables, the custom-branded app and public profiles start at Standard (TrueCoach pricing). If you need none of them, Starter covers up to 5 clients.
Who Should Use TrueCoach
TrueCoach is a good fit if you coach fitness, strength, bodybuilding, weightlifting or nutrition clients, which is the audience TrueCoach builds for (TrueCoach pricing). You get a large exercise video library, MyFitnessPal nutrition tracking, habit tracking, messaging and client payments in one place, with free client accounts and extra coaches at no cost. In our view it is also a good fit for gyms and teams that want one simple tool for many coaches.
TrueCoach costs more than its plan price if you coach endurance athletes and add a separate platform for training load, device workouts and testing. The plan price looks reasonable on its own, but in our view the full setup and the switching between tools add cost and time.
Coachbox is worth a look if your practice centers on endurance sports, you run lactate tests, and you want planning, analytics, device sync and testing in one subscription. Try both with your own athletes and compare what you actually use.
