Start from capacity, not competitors
Count the sessions you can genuinely deliver in a week at full energy. For most in-person coaches that is 20 to 25, not 40.
Work backwards from income
Target monthly income, divided by deliverable sessions per month, gives your floor rate. If that number scares you, the problem is capacity or positioning — not the arithmetic.
Price the package, not the hour
Selling hours invites hour-by-hour decisions. Selling an eight or twelve session block sells an outcome and stabilises your cash flow at the same time.
Build in a replenishment trigger
Decide now what happens at two sessions remaining. If the answer is "I will remember to ask", you will lose clients to drift.
Raise prices on new clients first
New rate for new clients, existing clients grandfathered for a defined period. Nobody feels ambushed and your average rate climbs every quarter.