Selling training programmes online has become one of the most practical ways for coaches to generate revenue beyond one-to-one clients. A well-structured programme built once can sell repeatedly, with no additional time cost per sale. The challenge is not building the content — it is finding a platform that handles delivery, payment, and distribution without taking a significant cut or requiring technical setup.
What coaches are actually selling
Online training products broadly fall into four categories:
- Workout programmes: multi-week structured plans (12-week strength block, marathon build, etc.)
- Individual workouts: single sessions available for immediate use
- Nutrition plans: macro targets, meal timing guidance, food lists
- Coaching services: ongoing 1:1 or group coaching with regular check-ins
The most scalable product is a structured programme: built once, delivered automatically, purchased asynchronously. Coaching services scale less cleanly but command higher prices.
Platform options and their trade-offs
| Platform | Commission | Setup complexity | Athlete-facing |
|---|---|---|---|
| Gumroad | 10% + payment fees | Low | Basic (PDF download) |
| Patreon | 8–12% | Low | Subscription-based |
| TrainHeroic | High monthly fee | Medium | App-based delivery |
| TrueCoach | Monthly subscription | Medium | Coaching-focused |
| PROTR Marketplace | 0% commission on sales | Low | Full app experience |
Most platforms either charge a high monthly subscription or take a significant revenue percentage. For coaches with a small or growing audience, fixed monthly costs create risk before revenue is established.
What good programme delivery looks like
Buyers should receive a structured, usable product, not a PDF they have to interpret. The best online training products:
- Deliver workouts session-by-session, not as a bulk download
- Show exercise demos so athletes do not guess technique
- Track athlete progress automatically
- Allow the coach to see compliance data
PDF delivery is the lowest barrier to sell but also the worst athlete experience. App-based delivery costs more to set up but produces better outcomes and fewer refund requests.
How PROTR's marketplace works
PROTR is free for athletes. Any user can apply to become a creator and list workouts, programmes, nutrition plans, recipes, or coaching services in the marketplace.
There is no monthly platform fee and no commission taken on sales. Coaches set their own prices and receive payouts directly. Programmes are delivered inside the PROTR app, so athletes log workouts, track progress, and receive the full training experience rather than a static document.
Creators get access to a compliance dashboard showing which athletes have started, which sessions have been completed, and where athletes are dropping off. For group programmes and coached athletes, habit tracking and check-in tools are also available.
To apply as a creator, go to Profile in the PROTR app and select Become a Creator.
[Download PROTR free on the App Store](https://apps.apple.com/app/id6760012262)
Pricing your programmes
Pricing varies enormously by niche, coach profile, and programme length.
| Programme type | Common price range |
|---|---|
| 4-week beginner strength programme | £15–£30 |
| 12-week intermediate programme | £40–£80 |
| Sport-specific 16-week build | £60–£120 |
| Ongoing monthly coaching | £80–£250/month |
Underpricing is more common than overpricing among new creators. A 12-week programme that took 20 hours to build should not sell for £15. Price based on outcome value, not time-to-build.
Common mistakes
Selling before the product is ready. Selling a programme before it is complete and tested creates refund and reputation risk. Build it, run one athlete through it, fix the gaps, then list it.
No athlete support plan. Buyers will have questions. Decide before launching how you will handle them — a private community, email, or in-app messaging all work, but having no answer is not a plan.
Ignoring delivery experience. A programme that is hard to follow, has missing exercise information, or requires the athlete to do significant interpretation will produce poor results and reviews regardless of the content quality.