Most coaches charge too little.
And it’s killing you — your business, your energy, your confidence.
In this episode, Sam Portland lays out the brutal truth about money, pricing, and self-worth in the strength & conditioning industry.
If you’ve ever been told “you’re not in it for the money,” or if you feel guilty raising your rates — this is the episode that will free you.
Sam shares how he went from charging £30 per hour and driving across London for late clients…
…to building a six-figure business by understanding pricing psychology, value perception, and trust.
🎯 You’ll Learn:
Why coaches are conditioned to undervalue themselves
The link between self-worth and pricing
How to stop selling hourly sessions and start selling bundles
How to filter out “headache clients”
The formula for calculating your ideal hourly rate
How to build lifetime client value (not one-off sessions)
🔥 This isn’t about greed — it’s about freedom.
Start valuing your time, your expertise, and your legacy.
🎧 Listen on: Spotify | Apple | YouTube
💬 DM Sam: @coach_samportland
💡 Join the £9/month Legacy Mastermind: JOIN HERE
⏱️ 3. Timestamps
00:00 – Why charging too little will kill your career
00:30 – The “do it for the love” lie that shapes the S&C world
01:15 – Why S&C is treated as low-skilled labour (and what to do about it)
02:00 – When passion stops paying the bills
03:00 – The money psychology every coach needs to confront
04:30 – The real reason you feel guilty about charging more
06:00 – When Sam decided enough was enough
07:00 – The shift from £50/hour to £90/hour clients
07:40 – The “headache money” clients you must avoid
08:40 – Why pricing is about trust, not greed
09:40 – Stop charging by the hour — build bundles
10:30 – How to structure packages and set time limits
11:00 – The real formula for figuring out your ideal rate
11:50 – Diversifying your client base for financial security
12:30 – The £9/month Legacy Mastermind and business templates