TrueCoach is one of the most polished coaching platforms in the category, with a reputation for excellent client-facing user experience and a strong following among strength and conditioning, bodybuilding, and weightlifting coaches. The platform is owned by Xplor Technologies and sits at the premium end of the per-client pricing market.
Unlike some competitors, TrueCoach has no free tier. Every paid plan comes with a 14-day free trial and no credit card required, but using the platform long-term means a paid subscription. This breakdown covers what each TrueCoach plan costs in 2026, what you get at each tier, and how to decide which plan fits your business. Figures reflect the publicly listed rates on the TrueCoach pricing page as of May 2026 and are subject to change. All prices are in USD.
TrueCoach Plans at a Glance
- No free tier: a 14-day free trial is available with no credit card required
- Starter: $29.98/month flexible monthly or $26.34/month annual, for up to 5 active clients
- Standard: $69.98/month flexible monthly or $57.99/month annual, for up to 20 active clients
- Pro: $164.98/month flexible monthly or $136.99/month annual, for up to 50 active clients
- Custom pricing: available above 50 clients, arranged with the TrueCoach sales team
- Annual plans are backed by a 90-day money-back guarantee
| Plan | Active Clients | Annual Billing | Flexible Monthly |
|---|---|---|---|
| Starter | Up to 5 | $26.34/month | $29.98/month |
| Standard | Up to 20 | $57.99/month | $69.98/month |
| Pro | Up to 50 | $136.99/month | $164.98/month |
| Custom | 50 to 250+ | Contact sales | Contact sales |
The Starter Plan
Starter is the entry-level paid plan, designed for individual trainers starting out in digital coaching.
- Cost: $29.98/month flexible monthly, or $26.34/month annual (annual saves the equivalent of one month)
- Client capacity: up to 5 active clients
- Free trial: 14 days, no credit card required
What Starter includes
- Program and workout builder
- Client management tracker
- MyFitnessPal nutrition integration and habit tracker
- Client dashboard
- 3,000+ video exercise library
- In-app messaging
- Free automated payments via TrueCoach Payments
Best for: individual personal trainers just getting started with online coaching, who want a polished platform from day one and are comfortable paying for it. The 5-client cap makes this a plan for the early stages of building a digital roster rather than for established coaches with significant client numbers.
The Standard Plan
Standard is TrueCoach's most popular plan and where the premium feature set unlocks.
- Cost: $69.98/month flexible monthly, or $57.99/month annual (annual saves the equivalent of two months)
- Client capacity: up to 20 active clients
What Standard includes (everything in Starter, plus)
- Public coach profiles
- Data integration with Apple Watch, Garmin, WHOOP, and other wearables
- Custom-branded fitness app theming
- Advanced habit and nutrition tracking
- Business automations powered by Zapier
Best for: growing fitness professionals scaling from a small starter roster into a more established practice. Standard is where most working coaches sit, and the 20-client cap matches the range where a per-client pricing model still makes sense.
The Pro Plan
Pro is for established fitness businesses with larger rosters who want the full TrueCoach feature set at higher client volumes.
- Cost: $164.98/month flexible monthly, or $136.99/month annual (annual saves the equivalent of two months)
- Client capacity: up to 50 active clients
What Pro includes
Everything in Standard, with the same feature set extended to handle higher client volumes. Pro is positioned for established fitness businesses focused on maximising the coaching experience.
Best for: established fitness professionals with rosters between 20 and 50 active clients. At this scale the per-client cost works out to roughly $2.74 per client per month on annual billing, which is reasonable for premium coaching businesses charging mid-tier prices.
Above 50 Clients: Custom Pricing
TrueCoach does not publish standard pricing for businesses with more than 50 active clients. Past that point, the platform moves to custom pricing arranged directly with the sales team. For coaches scaling well beyond 50 clients, this is worth flagging as a meaningful pricing variable, because the per-client model that looks reasonable at 50 keeps climbing.
- Above 50 clients: contact TrueCoach directly for a custom quote
- Maximum supported via standard pricing: 250 clients
- Above 250 clients: contact for further custom options
TrueCoach Custom Branding: What "Custom-Branded App" Actually Means
On Standard and Pro, TrueCoach includes a "custom-branded fitness app" as a feature. This one is worth understanding clearly, because it is different from a fully white-labelled app under your own name in the App Store.
TrueCoach's custom branding is custom theming. Your clients open an app with your logo, your colours, and your business name visible inside the app. The underlying app in the App Store and Google Play is still called TrueCoach and is published under TrueCoach's App Store identity. That is different from a full white-label experience, where the app is published under your business name and appears as an independent app in the store.
For coaches whose positioning depends on clients perceiving a fully independent business rather than a coaching service running on a third-party platform, this distinction matters. For coaches whose priority is a polished client experience without paying separately for full white-label, TrueCoach's custom theming is a strong middle ground. If a fully independent app listing is non-negotiable for you, a branded coaching app from a platform that includes it differently may fit better.
TrueCoach Payments and Transaction Fees
TrueCoach includes automated payments via TrueCoach Payments, powered by Stripe. The TrueCoach FAQ states "Nope, what you see is what you get" on extra fees, though standard Stripe transaction fees apply on the payment processing itself, typically 2.9% plus 30 cents for online transactions, set by Stripe rather than TrueCoach.
For coaches doing meaningful billing volume through the platform, those processing costs are worth factoring in alongside the subscription. Most coaching platforms do not absorb Stripe's fees, so TrueCoach is consistent with category norms here.
What Coaches Actually Pay (Realistic Cost Scenarios)
Beyond the headline subscription, here is what coaches at typical roster sizes end up paying on TrueCoach once payment processing volume is included.
Solo coach, 5 clients (Starter)
- Starter subscription: $29.98/month flexible, or $26.34/month annual ($316/year)
- Plus standard Stripe transaction fees on payments processed through TrueCoach Payments
- Realistic total: $26.34 to $29.98/month plus 2.9% of billing volume
Growing coach, 20 clients (Standard)
- Standard subscription: $69.98/month flexible, or $57.99/month annual
- Plus standard Stripe transaction fees
- Realistic total: $57.99 to $69.98/month plus 2.9% of billing volume
Established coach, 50 clients (Pro)
- Pro subscription: $164.98/month flexible, or $136.99/month annual
- Plus standard Stripe transaction fees
- Realistic total: $136.99 to $164.98/month plus 2.9% of billing volume
TrueCoach Pricing vs Alternatives
How TrueCoach stacks up against the other major coaching platforms in 2026.
QuickCoach
Free for up to 20 active clients with no time limit. That free tier covers the same client range as TrueCoach Standard ($69.98/month flexible or $57.99/month annual) while costing nothing. The Pro tier removes the client cap and includes a branded client experience in the base price. For a coach building an early roster, that is the clearest difference. Start free at quickcoach.fit.
Trainerize
Free for 1 client. Pro tiers run from $23/month for 5 clients up to $275/month for medium-to-enterprise rosters, and the custom-branded app is a $169 one-time setup fee on Pro (free on Studio Plus at $248/month per location). Like TrueCoach, the model scales with client count. Our Trainerize pricing breakdown runs the full numbers.
Everfit
Free Starter for 5 clients, then Pro that scales by client count: $16/month annual for 5 clients, $47/month for 25, $77/month for 50, up to $242/month for 300. Add-ons stack separately on top. See our Everfit pricing breakdown for the add-on maths.
My PT Hub
No permanent free tier. Starter is $40/month flexible ($36 annual), Premium is $105/month flexible ($90 annual) for unlimited clients, and Ultimate is $329/month flexible ($309 annual) with the full white-label app bundled. For coaches above roughly 50 clients, My PT Hub's flat unlimited fee undercuts TrueCoach's per-client Pro tier. Our My PT Hub pricing breakdown covers it in full.
Is TrueCoach Worth It?
TrueCoach earns its cost if your priority is one of the most polished client-facing experiences in the category and you are comfortable paying from day one. The platform has a strong reputation among serious strength and conditioning, bodybuilding, weightlifting, and nutrition coaches, and the brand identity sits well with premium-priced coaching practices.
It is the wrong pick in a few clear cases: if you want a real free tier (TrueCoach has none, only a 14-day trial), if you need unlimited clients on a flat fee (per-client pricing applies up to 50, custom above that), or if you need a full App Store white-label app (TrueCoach offers custom theming, not a fully independent listing). For coaches whose model fits per-client pricing and who value the polished experience, TrueCoach is a credible choice. For coaches whose priorities differ, alternatives may offer better value.
The Honest Bottom Line
TrueCoach pricing in 2026 is straightforward: three tiers, transparent rates on the website, no hidden fees according to the company's own FAQ beyond the standard Stripe processing that applies on any payment platform. The trade-off is the per-client pricing model and the absence of a free tier, which puts TrueCoach in a different position from freemium alternatives like QuickCoach or Everfit.
If TrueCoach's premium UX matches what your business is trying to deliver, the cost is defensible. If you are weighing TrueCoach against QuickCoach for an early roster, the test is simple: QuickCoach's 20-client free tier removes the upfront commitment entirely until your business has scaled to need a paid plan, while TrueCoach asks for payment from day one. If you are already on TrueCoach and weighing a move, our guide to switching coaching platforms in 2026 covers how to migrate without disrupting clients.
Frequently Asked Questions
How much does TrueCoach cost in 2026?
TrueCoach has three paid plans and no free tier. Starter is $29.98/month flexible monthly or $26.34/month annual, for up to 5 clients. Standard is $69.98/month flexible or $57.99/month annual, for up to 20 clients. Pro is $164.98/month flexible or $136.99/month annual, for up to 50 clients. Above 50 clients moves to custom pricing. A 14-day free trial is available with no card required.
Does TrueCoach have a free plan?
No. TrueCoach offers a 14-day free trial with no credit card required, but no permanent free tier. Annual plans are backed by a 90-day money-back guarantee. If you want a genuine free plan, QuickCoach supports 20 active clients free with no time limit.
What does TrueCoach's custom-branded app actually include?
On Standard and Pro, TrueCoach includes custom-branded app theming: clients see your logo, colours, and business name inside the app. The app in the App Store and Google Play is still listed as TrueCoach under TrueCoach's identity. This is custom theming, not a full white-label app published under your own business name.
Is TrueCoach worth it?
TrueCoach is worth it if your priority is a polished client-facing experience and you are comfortable paying from day one, especially for strength, bodybuilding, and weightlifting coaches with premium-priced rosters. It is the wrong pick if you need a real free tier, unlimited clients on a flat fee, or a full App Store white-label app.
This article is updated regularly as pricing and features change on the TrueCoach platform. Last updated June 2026. Pricing accuracy verified against the official TrueCoach pricing page at the time of publication.
For switching options, read our guide to switching coaching platforms in 2026. For a broader look at free plans, see our best free coaching software 2026 roundup. Questions: support@quickcoach.fit.
