How to Set Fees for Your Coaching Academy in India
By the Athlyne team · · 2 min read
Price too low and you burn out running a full academy that barely pays for itself. Price too high and the batches never fill. There is no magic number, but there is a sensible way to get to yours.
Start with what it really costs you
List every cost of running the academy for a month, including the ones you pay out of your own pocket and never write down.
- Ground, court, studio or hall rent
- Salaries for coaches and helpers, and your own pay
- Equipment that wears out: balls, nets, mats, cones
- Travel between venues
- Phone, internet and software
- Kit, trophies and certificates you give away
- Tournament or exam entry costs you absorb
Work out your floor
Divide your monthly costs by the number of students you can realistically have, not the number you hope for. That gives you the least each student must pay for the academy to break even. As an example, if your costs came to ₹60,000 a month and you could fill your batches with 60 students, your floor would be ₹1,000 a student. Anything below that, you are paying for the privilege of coaching.
Look at what families nearby pay
Find out what other academies and classes in your area charge for something similar. Look at the whole offer, not just the price: how many sessions a week, the batch size, the coach's experience and the venue. If you charge more, be able to say why in one sentence, such as smaller batches, a certified coach or a better facility.
Choose a fee model that suits your students
Most academies use one of these, or a mix:
- Monthly fees: simple and predictable, and the most common for regular batches
- Quarterly or term fees: fewer payments to chase, often with a small discount
- Session packs: a set number of classes paid in advance, good for adults and drop-ins
- Per lesson: for one-to-one coaching
Registration and one-off charges
A one-time registration fee when a student joins can cover the cost of their kit, ID card and admin, and it also filters out families who are not serious. Keep event entries, uniforms and exam fees as separate charges so the monthly fee stays clean and families can see what they are paying for.
Discounts: few, written down and for everyone
A sibling discount or a discount for paying the year in advance is common and fair. Discounts negotiated family by family are not: parents talk to each other. Decide your discounts once, write them down and offer them to everyone who qualifies.
Raising fees
Costs go up every year, and so should fees, a little at a time. Give families at least a month's notice, explain the reason in a line, and change fees once a year at a predictable time, such as the start of the academic year. Small yearly raises are easier for families than a big jump every few years.
GST and paperwork
Whether you need to register for GST, and whether your fees attract it, depends on your turnover and what you teach. Speak to a chartered accountant before you set your prices, so you know whether the fee you quote includes tax.
