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Set your poker-coaching price from the total work required to serve one student—not from the 60 minutes on a video call. Count preparation, hand or database review, notes, follow-up, administration, payment fees, and the capacity you can realistically sell. Then publish a clearly defined deliverable and compare packages by effective price per delivered hour.
There is no defensible universal poker-coaching rate in the available evidence. Provider pages reviewed in 2026 show widely different prices and formats, and one coach displays conflicting rates on two pages. Treat those figures as examples to analyze, not as a market average or a recommendation.
Start with a sustainable floor, not a competitor’s headline price
A live lesson is only one part of the service. A coach who spends 20 minutes reviewing hands beforehand and 15 minutes writing follow-up notes has delivered 95 minutes of work for a 60-minute appointment. Pricing only the call can leave an apparently attractive rate below the coach’s actual cost.
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Use this sequence to establish a minimum viable price:
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- List every activity per engagement. Include intake, hand-history or database review, lesson planning, the live session, written notes, video or screen recordings, follow-up messages, scheduling, payment administration, and any group or community access promised in the offer.
- Convert each activity to time. Record the typical minutes for a beginner, an established regular, and a complex review. Use a conservative average rather than your fastest case.
- Add cash costs. Include payment-processing fees, video-conferencing software, storage, solver or equity-tool access, taxes, insurance, and contractor or platform commissions where applicable.
- Choose a target amount for the work period. This can be a monthly owner-income target or an annual target divided by the months you intend to work. Keep business reserves and unpaid administrative time in the plan.
- Estimate sellable capacity. Do not assume every available hour becomes a paid lesson. Reserve time for marketing, cancellations, study, holidays, and client communication.
- Divide required revenue by paid engagements. The result is a floor for the complete engagement. Divide again by the live-session hours only if you want to display an hourly equivalent.
This is a planning framework, not a formula validated by a statistical study. Your floor should rise when an offer includes unusually intensive preparation, rapid turnaround, or continuing access.
An illustrative calculation
Suppose a 60-minute lesson requires 25 minutes of preparation, 10 minutes of notes, and 5 minutes of administration. The engagement therefore consumes 100 minutes. If the coach wants $90,000 in annual business revenue, expects 900 paid engagements, and has $9,000 in annual operating costs, the required revenue per engagement is ($90,000 + $9,000) ÷ 900 = $110. If the coach sells a 60-minute call, the displayed hourly rate must be at least $110 to cover that workload before taxes and profit. A different student mix or more preparation changes the result.
Define exactly what the student is buying
Two offers labeled “one hour” can be very different products. Before choosing a number, write a one-sentence deliverable that specifies the game and the work around the call.
- Format and level: cash games, multi-table tournaments, sit-and-gos, mixed games, beginner fundamentals, regular-player review, or solver-focused study.
- Session length: state whether the appointment is 60 minutes, another duration, or a bundle of different durations.
- Student preparation: specify the number and format of hands, a database export, a list of questions, or a short goals form due by a stated deadline.
- Coach preparation: explain whether you review material before the call and how much is included. Do not imply unlimited analysis if a hand or database cap exists.
- Teaching method: identify screen sharing, range and preflop work, postflop concepts, equity or solver analysis, tournament and ICM situations, bankroll planning, mental-game preparation, or session observation when those are actually part of the service.
- Follow-up: state whether the student receives notes, a recording, assignments, a message window, or access to a study group.
Provider descriptions mention all of these activities, but no individual package automatically includes every item. Listing inclusions prevents a student from comparing a live conversation with a research-heavy review as if they were equivalent.
What published prices show—and what they do not
The following figures were displayed on provider pages reviewed in 2026. They are advertised terms, not audited transaction prices, a representative survey, or evidence of student outcomes. Currency is shown as published (US dollars unless the provider states otherwise).
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| Provider and page context | Advertised offer | How to interpret it |
|---|---|---|
| Gags30poker coaching page | $300 per hour for tournament coaching; $250 first lesson; discounted bulk packages | The same coach’s home page separately displays $400 per hour and a $50 first-lesson discount. Verify the current rate directly before quoting either figure. |
| Poker Giraffe coaching page | $420 for one hour; $4,000 for 10 hours | The block works out to $400 per scheduled hour. The page says packages include a study group and longer-term support, so compare the support as well as the arithmetic. |
| PTO Poker FAQ | $250 per hour for private coaching; custom packages from $500; packages usually closer to $100–$150 per hour depending on features and commitment; monthly memberships | Those are the provider’s own terms, not a normal industry discount. Membership tiers have different access, including a tier described as including private and group coaching. |
| Advanced Poker Training coach directory | Examples include $69 per hour for a member, $500 per hour for live coaching, $250 for hand-history review, and $100 per hour plus a $50 video-review option | These are different coaches, services, and membership conditions. They cannot be averaged into one rate. |
| PokerCoaching.com private-coaching page | $500 per hour for one-on-one coaching; $250 for a hand-history review for the named founder | Live coaching and review-only work are separate deliverables, not interchangeable hourly lessons. |
PokerCoaching.com also lists digital training subscriptions and a separate solver-focused study tool. Those products can complement or substitute for private instruction, but their subscription prices are not direct equivalents to a coach’s live hourly rate.
Choose a service structure that matches the student’s decision
Offer a low-commitment entry point for students who need to assess fit, then give students with an ongoing goal a clear path to continue. The formats below are established by provider examples; no source establishes that one format converts better or produces better results.
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A one-off lesson has the lowest commitment and is useful for a defined question. State what the student must send, the maximum review volume, and whether follow-up is included. A first-session discount can reduce the risk for a new student, but show the standard price beside it and state whether the discount is one-time and nonrefundable.
Multi-lesson block
Sell a fixed number of sessions with a total price and an effective price per session. Define the scheduling window or expiry, the maximum gap between sessions, what happens to unused hours, and whether the student may pause for travel or bankroll reasons. A block should not appear cheaper merely because preparation and support have been omitted from the comparison.
Monthly membership
A membership works when students value recurring access rather than a fixed curriculum. Specify the number of private sessions, group sessions, office hours, review submissions, and digital materials included each month. State the billing date, cancellation deadline, rollover policy, and whether unused private time expires. Keep private coaching and group access as separate line items so a student can understand the value of each.
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Review-only deliverable
Hand-history or video review can be sold without a live call. Define the number of hands or minutes, file format, turnaround time, annotation depth, and whether the student can ask follow-up questions. A review price should not be compared with a live lesson unless the included labor and response time are comparable.
Calculate package discounts without hiding your economics
Discount only the commitment you actually receive. A student who prepays for ten appointments may reduce your sales and scheduling costs, but the package still consumes the same teaching and review time.
- Set the standalone price. Use the sustainable floor plus the margin needed for your specialization, demand, and risk.
- Measure the package benefit. Estimate fewer payment transactions, less intake time, a predictable calendar, or permission to reuse a curriculum. Do not count hoped-for retention as guaranteed revenue.
- Choose a modest, visible reduction. Display both total price and effective price per lesson or delivered hour. If support differs between plans, show that difference beside the price.
- Protect capacity. Limit the number of discounted blocks you can schedule at once. A low price that fills every prime-time slot can prevent higher-value work.
For example, a ten-session block priced at $3,800 is $380 per scheduled session. If each session also includes 20 minutes of preparation and 10 minutes of follow-up, the effective teaching rate is lower than $380 per live hour. Show that workload in your internal calculation even if the customer-facing table uses the simpler per-session figure.
Use a comparison table on your sales page
Students should be able to compare offers without emailing for basic facts. A table such as the following can be adapted to your actual plans; replace the example labels and numbers with your own calculated prices.
| Item | Single lesson | Four-lesson block | Review-only |
|---|---|---|---|
| Live time | 60 minutes | Four 60-minute sessions | No live call |
| Preparation | Up to the stated hand cap | Same cap per session | Defined number of hands or video minutes |
| Follow-up | Notes or recording if included | Notes plus the stated between-session channel | Written or video feedback, with turnaround stated |
| Scheduling | Book individually | Use within the published window | Submit by the stated cutoff |
| Effective price | Displayed session price | Total price ÷ four sessions | Total price ÷ estimated review hours |
| Refund and expiry | Published cancellation rule | Published unused-hour and expiry rule | Published policy after review starts |
Do not label an effective hourly rate unless you have included the same components for every plan. A package with extensive analysis may have a higher price per live hour and still deliver more work.
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Write terms that prevent avoidable disputes
Put the operational rules beside the checkout button and in the confirmation email.
- Payment timing: say whether payment is due before booking, before each session, or on a recurring billing date.
- Cancellation and rescheduling: specify the notice period, the number of permitted changes, and the consequence of a late cancellation or no-show.
- Refunds: distinguish a refund before preparation begins from a refund after time has been reserved or analysis delivered.
- Expiry and pauses: state when a block expires and whether illness, travel, or technical problems permit an extension.
- Communication boundaries: define response hours, supported channels, and what counts as included follow-up rather than unlimited messaging.
- Geography and payment: disclose currency, taxes, payment methods, and any country restrictions that affect checkout.
- Results disclaimer: describe the work you provide without promising a win rate, profit, bankroll growth, or return on investment.
PTO Poker’s FAQ illustrates the level of specificity students look for: it says each session is one hour over Zoom, that sessions are paid before they begin, and that cancellation and refund notice requirements apply. Those are that provider’s terms, not a universal standard; use rules that match your own service and local law.
Design an intake and delivery workflow
A repeatable workflow makes your promised scope achievable and gives students a reason to choose a package.
- Qualify the goal. Ask game format, stakes or tournament buy-ins, recent volume, study history, and the decision the student wants to improve.
- Collect material securely. Set a hand count or database size, accepted file types, anonymization expectations, and a submission deadline.
- Confirm the agenda. Send the selected plan, session date, expected preparation, and what will not fit in the allotted time.
- Teach and document. Use screen sharing or a structured worksheet, mark decisions that need practice, and record only with consent.
- Deliver follow-up. Send notes, assignments, or a recording within the promised window. If messages are included, state when that window closes.
- Review progress at the package boundary. At the final session, summarize completed objectives and offer the next appropriate format without implying that continuation is required.
Explain specialization without making unsupported outcome claims
A tournament specialist may price differently from a beginner fundamentals tutor or a solver-focused reviewer because the preparation, tools, and student problem differ. Explain the basis of your price in concrete terms: relevant playing and teaching experience, the complexity of the format, time spent preparing, and the support included.
Optional software can add cost. Provider descriptions mention tools such as GTO Wizard, Flopzilla, and PioSolver in the context of hand review, but availability, licensing, and any referral arrangement must be confirmed directly before you promise access or add a fee. If students supply their own licenses, say so. If a tool is only used by the coach, include that expense in your internal floor rather than presenting it as a mandatory student purchase.
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Audit a rate before publishing it
Advertised prices and terms change. One provider’s coaching page and home page already show different tournament-coaching rates and introductory discounts. Before publishing your own comparison or quoting another coach, open the current page, record the date, and check that the offer, currency, inclusions, and cancellation language still match.
Run this checklist on your own page:
- Does the headline price identify the session length and service type?
- Can a student calculate the package’s effective price without contacting you?
- Are preparation, hand limits, follow-up, and response times explicit?
- Are membership access limits and renewal or cancellation rules visible?
- Do all pages show the same current rate and introductory offer?
- Have you removed any guarantee of winnings or unsupported return claim?
- Can you deliver the promised work at your realistic capacity?
Common pricing mistakes and fixes
Copying a headline rate
Problem: A prominent number says little about review depth, specialization, or access. Fix: publish the deliverable and compare total work, not just the call length.
Calling every review an hourly lesson
Problem: A hand-history review and a live coaching hour require different labor and interaction. Fix: sell them as separate services with their own caps and turnaround.
Making a large block discount
Problem: Cash collected upfront can hide an unprofitable commitment if preparation expands. Fix: calculate the full labor per session, set an expiry, and cap support.
Leaving policies until after payment
Problem: Students may expect unlimited rescheduling or a full refund. Fix: put payment, cancellation, refund, and unused-hour rules on the offer page.
Promising a financial result
Problem: Poker outcomes vary and provider pages do not establish guaranteed improvement. Fix: promise a defined teaching process and measurable study outputs, not winnings.
A practical way to choose your final price
After calculating your floor, test three questions before publishing:
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- Can the intended student understand the trade-off? A beginner may prefer a single structured lesson; an experienced player may value review depth, a block, or recurring access.
- Can I defend the number without citing competitors? Explain your specialization, preparation, access, and policies. Provider examples can illustrate different structures, but they cannot prove what you should charge.
Set a review date for your own pricing—after a defined number of engagements or at a regular business interval—and change one variable at a time. Track preparation minutes, attendance, rescheduling, follow-up volume, and package utilization. Those records turn a guess into a price you can explain and sustain.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
