The question almost nobody answers
You are thinking about doing some coaching. You go through a handful of websites. And not a single one of them tells you what it costs.
That is no coincidence, and it is not malice either. There is a sales logic behind it: if you don’t name a price, you don’t lose anyone over the price. You are supposed to book the free introductory session first, build trust, and then the number comes – ideally at a moment when it is harder to say no to.
I think that is a bad deal, and for both sides. If you can’t or don’t want to afford coaching, you gain nothing from having a conversation whose outcome was decided beforehand. And I gain nothing from investing time in conversations that fail over a number I could simply have written down.
Hence this post – with real figures, including my own.
Why there are no official statistics
The most important thing first, because it explains everything else: “coach” is not a protected professional title in Switzerland. There is no state licensing, no registration requirement, no supervisory authority and therefore no body that collects data on fees.
In concrete terms, that means: anyone may call themselves a life coach. And every figure you find online about coaching prices comes either from a coach, from a coaching platform or from a training provider – in other words, always from someone with an interest in what the figure looks like.
For this post I went through what such sites quote. The picture is reasonably consistent, but you should know where it comes from:
- The most frequently quoted range is CHF 120 to 200 per session of 60 to 90 minutes.
- For Zurich, CHF 150 to 300 per hour is quoted more often.
- Coaches at the start of their career are placed at CHF 100 to 150, very experienced or highly specialised ones at CHF 200 and above.
- On coaching platforms you will also find offers from CHF 30 per hour. These are usually students or career changers without coaching training.
That is not a statistic. It is a collection of self-reported figures from the industry about itself. It is good enough as a rough guide – but it is no proof of a “market rate”, and if someone justifies their price to you with a figure like that, you now know how solid that is.
What actually determines the price
Four things, roughly in this order:
Experience and specialisation. Not the number of certificates, but the number of people someone has worked with – and whether they can actually contribute something to your particular issue. A coach who offers everything is rarely the best choice for your specific issue.
Format. In person costs more than online almost everywhere. That is not arbitrary: a room costs rent, and travelling there and back is unpaid working time.
Duration and package size. Almost all providers give a discount if you book several sessions at once. That makes economic sense – but it is also the point at which you can lose the most money if the chemistry isn’t right. More on that below.
Region. Zurich, Zug and Geneva are above average, rural regions below. Since online coaching has become normal, however, this factor has lost a lot of its importance – you are no longer limited to the providers in your area.
What health insurance pays
In short: nothing. Coaching is not a medical service; there is no diagnosis and no tariff. Basic health insurance does not pay for coaching, and I am not aware of any supplementary insurance that covers it as a matter of course.
What is covered is psychotherapy – since July 2022 under the prescription model through basic insurance, if it has been prescribed by a doctor. That is a different offering with different requirements, and if you need it, it is the right thing. I have described the difference in detail here: Coaching vs. therapy.
If your employer has an external counselling scheme: it is worth asking there. Some companies fund coaching as part of staff development or through an employee assistance programme.
Think in total costs, not hourly rates
The hourly rate on its own says little. What counts is what the whole process costs – and the sums often work out differently from what the session price suggests:
- 12 sessions at CHF 130 come to CHF 1,560. Spread over six months, that is around CHF 260 a month.
- A coach at CHF 200 with whom you know where you stand after four sessions costs you CHF 800 – and is therefore cheaper than the coach at CHF 120 with whom it takes twelve sessions.
Nobody can seriously tell you in advance how many sessions you will need. But a good coach will tell you honestly after two or three sessions whether things are moving in a direction – and whether they are the right person.
How to spot a dubious price
Less by the amount than by what happens around it:
- The price only comes after trust has been built. If you ask about the price in the introductory session and the answer is evasive, that is a signal.
- Pressure to buy a large package before any work has been done. A package of twelve can make sense. Selling it in the first conversation does not.
- Promises of success. “After ten sessions you’ll be free of anxiety” is not a selling point but a warning sign. Nobody can promise that.
- No cancellation deadline, or an unclear one. If it isn’t written down until when you can reschedule free of charge, it will at some point be settled at your expense.
- No boundary with therapy. Anyone who simply keeps coaching through depression, anxiety disorders or addiction issues instead of referring you on is selling you their sessions, not your health.
What I charge – and why I write it down
I think anyone who writes about price transparency should name their own figures:
- CHF 140 per 60-minute session in person in Wetzikon
- CHF 130 per session online via Zoom
- Both can also be booked individually, without a package
- The introductory session is free – no obligation, via Zoom or phone
The “Momentum 12+1” and “Evolution 24+3” packages additionally include free follow-up sessions. With the Momentum package, the price per session thus drops to around CHF 129 in person and CHF 120 online. All details, including payment and cancellation terms, are on Coaching packages.
That puts me in the middle of the ranges above. That is a decision: I don’t want premium positioning through price, and I don’t want to be the cheapest either, because with a service that consists of my time, that only works through less preparation.
Conclusion
Coaching in Switzerland usually costs CHF 120 to 200 per session – but that figure comes from the industry itself, because there is no official survey and “coach” is not a protected title. More important than the hourly rate are the total costs, the cancellation and payment terms and the question of whether the person opposite you knows where the boundary with therapy lies.
And the most important thing of all costs nothing: an initial conversation in which you feel understood. If you don’t have that, any price is too high.
If you want to find out whether we are a good fit: the introductory session is free and without obligation. And you already know beforehand what would come after it.
Your progress is my joy.