Set a poker-coaching price from the total work you deliver, not just the minutes spent on Zoom. Count preparation, hand or database review, notes, follow-up, administration, payment fees and any group access, then price a format whose scope a student can compare. Published offers show that rates vary widely by coach, game, deliverable and commitment; they are examples, not a defensible industry average.
Start with a sustainable pricing floor
Your first number is an internal floor, not the public price. Estimate the time and costs required to complete one engagement, decide how much annual revenue the coaching business must produce, and divide by the realistic number of paid engagements you can deliver.
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Count every minute of delivery
- Scheduled teaching time, including the actual lesson and any planned breaks.
- Pre-session work such as reading a student questionnaire, selecting hands, reviewing a database or building a lesson plan.
- Post-session work such as written notes, a study assignment, a video recap or answers to agreed follow-up questions.
- Administration: scheduling, reminders, invoicing, payment processing, customer support and cancellations.
- Included community work, such as a study group, office hours or chat access.
- Business overhead, including software, recording or screen-sharing tools, insurance, taxes and time spent marketing.
Use an explicit calculation
A practical floor calculation is:
Minimum effective hourly rate = (target coaching revenue + annual coaching costs) ÷ realistic paid delivery hours.
For a hypothetical example, suppose a coach wants $120,000 in annual coaching revenue, expects $12,000 in annual costs and can sell 20 paid delivery hours per week for 46 weeks. That is 920 paid hours, so the floor is about $143.48 per paid hour before allowing for unpaid sales time or a safety margin. A 60-minute lesson that takes 30 minutes of preparation, 15 minutes of follow-up and 15 minutes of administration uses two hours of working time. At that floor, its price would need to be about $286.96, not $143.48. The figures are an illustration of the method, not a market recommendation.
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Separate the floor from the public price
After calculating the floor, add room for demand, scarcity, specialization and the risk of irregular bookings. A specialist who reviews complex tournament situations may need a different price from a beginner fundamentals tutor. Do not use competitor pages to justify a rate that fails your own capacity calculation: a high headline price can still be unprofitable if every session carries extensive unpaid review.
What published offers actually show
The following advertised figures were visible on provider pages reviewed in 2026. They are provider-specific listings, not audited transaction prices, a survey or an average. Conditions and prices can change, so verify a page directly before quoting it to a student.
| Provider and offer | Advertised figure | How to interpret it |
|---|---|---|
| Gags30poker tournament coaching | $300 per hour; $250 first lesson; discounted bulk packages | The coach’s home page separately displayed $400 per hour and a $50 first-lesson discount. Treat the two listings as conflicting and confirm the current rate before publication or sale. |
| Poker Giraffe | $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 the headline discount is not the whole comparison. |
| PTO Poker | $250 per hour privately; custom packages from $500; package pricing usually closer to $100–$150 per hour depending on features and commitment | These are that provider’s stated terms. Membership options and included access differ, so the lower equivalent is not a universal package norm. |
| Advanced Poker Training directory | Examples include $69 per hour for a member, $500 per hour for live coaching, $250 for a hand-history review and $100 per hour from other listed coaches | Different coaches, services and membership conditions are being compared. They should not be treated as interchangeable lessons. |
| PokerCoaching.com private coaching | $500 per hour for one-on-one coaching and $250 for hand-history review for the coach shown on the page | Live instruction and a review deliverable have different scopes; one is not a cheaper version of the other. |
One coach’s own pages showing different rates demonstrate why a coach should maintain one current pricing sheet and a clear effective date. The examples also show why a student should ask what is included before comparing dollars per hour.
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Define exactly what the student is buying
A rate becomes understandable when the deliverable is specific. State the game format, stakes or tournament level, skill range, lesson length, materials required and every form of support included.
Live one-to-one lesson
Describe whether the session is 60 minutes, how it is delivered, and whether the coach reviews hands or a database beforehand. Explain if the student receives notes, a recording, a study assignment or a limited period for follow-up questions. A one-hour call with no preparation is a different product from a one-hour call preceded by a detailed database audit.
Hand-history or video review
Specify the number of hands, file format, tournament or cash-game context, feedback format and turnaround time. State whether the student can ask questions after receiving the review. Published examples list hand-history review and video review separately from live coaching; price them as separate deliverables rather than calling both an hourly lesson.
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Multi-week coaching relationship
List the number of sessions, scheduling window, between-session feedback, group access and the point at which the package ends. A package can include a student-goal intake, a baseline review, weekly assignments and a final progress review without promising a particular win rate or return.
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Clarify whether the student receives live group calls, a study community, recorded lessons, private time, or a solver-focused study tool. Digital training subscriptions are alternatives or complements to private coaching, not direct hourly equivalents.
Choose a package structure
Use the structure that matches the student’s buying risk and the amount of work you can reliably deliver. The reviewed providers establish that all of these models exist, but they do not establish which converts best or produces better outcomes.
| Structure | Best use | Terms to publish |
|---|---|---|
| Single session | A low-commitment diagnostic, a focused question or a first fit check | Duration, preparation included, payment timing, cancellation and refund rules |
| Multi-lesson block | A defined curriculum or a student who wants continuity | Total price, number of lessons, effective price per lesson, expiry or scheduling window, support and unused-hour policy |
| Monthly membership | Recurring access to a mix of private, group and digital resources | Monthly cost, private-hour limit, group schedule, content included, renewal and cancellation process |
| Review-only service | Students who need analysis without a live call | Hand count, input requirements, written or video format, turnaround and question window |
Build a rate card step by step
- Choose a narrow promise. Name the format you teach—cash, tournaments, sit-and-gos, ICM, fundamentals, mental game or solver work—and the student level you can serve well.
- Map the work. Record typical preparation, live time, follow-up and administration for one engagement. Use actual time logs for several weeks instead of guessing.
- Set your floor. Apply the revenue-and-capacity calculation, then include software, payment fees, taxes and a buffer for cancellations and non-billable work.
- Design a base offer. Make one simple session easy to understand. Give its duration, price, deliverable and booking requirements.
- Add a continuity offer. Create a block only when you can explain the additional value: a curriculum, progress tracking, discounted review, group access or between-session feedback.
- Price every add-on. Charge separately or state the limit for database audits, extra hands, urgent turnaround, recordings, extended chat support and group participation.
- Show effective pricing. For a block, display both the total and the per-session or per-delivered-hour equivalent. Include preparation in the comparison so a nominal discount does not hide extra work.
- Publish operating terms. State how students pay, how far ahead they schedule, the cancellation notice required, rescheduling limits, refunds, expiry and what happens to unused hours.
Calculate a package’s real hourly value
Do not divide a package by live call time alone. Add the preparation and support promised across the package.
Effective delivery rate = package price ÷ (live hours + preparation hours + follow-up hours + allocated administration).
For example, a five-session package priced at $1,250 includes five 60-minute calls, 30 minutes of preparation per call and 15 minutes of follow-up per call. The work totals 8.75 hours before general administration, producing an effective rate of about $142.86 per working hour. If the same package also includes two hours of database review, its effective rate falls to about $116.28. Show the scope before presenting a discount.
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Make discounts and commitments fair
First-session offers
A discounted first lesson can reduce the student’s risk, but say whether it is a full lesson, a shorter diagnostic or a one-time introductory price. The Gags30poker pages illustrate why the exact amount must be checked: one page showed $250 for a first lesson against $300 per hour, while another showed $400 per hour with a $50 introductory discount.
Blocks
Require payment upfront only if your terms explain what the student receives and how scheduling works. Give the block a reasonable booking window, reserve availability only as long as you can honor it, and say whether a student may transfer or extend unused sessions.
Memberships
Separate private coaching from group and digital access. A low monthly fee that includes no private time should not be compared with a one-to-one rate. Identify renewal date, cancellation cutoff, missed calls and whether unused access rolls over.
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Price differences are easier to defend when they correspond to work and expertise. A beginner lesson may use a prepared fundamentals curriculum. A tournament review may require ICM spots, range construction and a large hand sample. A solver-focused session may require software setup, node selection and interpretation. State the boundaries so a student does not assume that every topic is included in every tier.
Ask for the information needed to prepare: game type, stakes or buy-in, formats, goals, recent hands, database exports, schedule and software access. A short intake form prevents a paid session from becoming an unplanned discovery call. If a student sends material late, specify whether the session proceeds without preparation or is rescheduled under your normal policy.
Optional tools and software costs
Some coaches use equity calculators, database trackers or solver tools during review. PTO Poker’s FAQ names GTO Wizard, Flopzilla and PioSolver as examples of tools that may be used in coaching. Treat software access as a stated requirement or an included business expense; do not imply that owning a particular tool guarantees improvement. If a student must buy a license, disclose that cost before payment and explain whether a free alternative is sufficient for the lesson.
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Write terms students can compare
- Duration: State scheduled minutes and whether late arrival reduces the lesson.
- Preparation: Describe the material you review and the maximum amount included.
- Follow-up: Give the format, response window and question limit.
- Scheduling: Publish available days, time-zone handling and the package expiry date.
- Cancellation: State the notice required, rescheduling allowance and what happens after a missed appointment.
- Refunds: Explain whether unused sessions are refundable and how any completed preparation is treated.
- Payment: Identify when payment is due, accepted methods, taxes or fees and whether payment is required before the session.
- Scope: Exclude unlimited messaging, guaranteed winnings, financial advice and topics outside your specialization unless separately agreed.
PTO Poker states that its sessions are one hour over Zoom, paid before they begin, and subject to specified cancellation and refund notice requirements. Those are that provider’s terms, not a general standard; publish your own rules in the same level of detail.
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Use claims you can support
Explain your relevant experience, specialization, preparation and included work. Do not promise a win-rate increase, guaranteed profit or a specific return on the student’s fee. Provider pages do not establish such outcomes, and competitor prices cannot prove what any individual coach should charge.
Gags30poker’s coaching page says, “Most students book in multi-lesson packages. One-off sessions are possible but the strongest results come from building a coaching relationship over weeks rather than chasing one-off questions.” That is the provider’s characterization, attributed to its coaching page and Michael Gagliano, not independent evidence that packages produce better results. You can make a continuity recommendation without presenting it as a proven outcome.
Common pricing mistakes and fixes
Pricing the call instead of the service
Symptom: Your calendar is full but the business does not cover preparation and administration. Fix: Recalculate effective working hours and either raise the price, reduce included work or create a clearly bounded review tier.
Comparing unlike deliverables
Symptom: A hand review appears cheaper than a live lesson, so students assume the offers are equivalent. Fix: List hand count, turnaround, feedback format and discussion time beside each price.
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Hiding package conditions
Symptom: A discount causes disputes over expiry, missed calls or unused hours. Fix: Put the scheduling window, cancellation, refund and unused-session policy beside the checkout button and invoice.
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Offering unlimited support
Symptom: Chat questions consume unplanned hours. Fix: Set a response window, message limit or office-hours allowance, and price additional support separately.
Leaving conflicting pages live
Symptom: A student quotes a different rate from your home page. Fix: Keep one canonical rate card, add an effective date, remove old offers and review every public page before a promotion.
Practical package templates
Diagnostic session
Offer one defined-length call, a short intake, a limited pre-session hand sample and a concise action plan. Price it above your floor when preparation is substantial, and state whether the fee can be credited toward a later block.
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Bundle a fixed number of weekly lessons, a syllabus, a small hand-review allowance and one progress check. Set the booking window and cap between-session questions so the curriculum remains profitable.
Tournament review package
Specify the number of tournaments or hands, whether ICM and final-table spots are included, the review format and turnaround. Charge more when the student supplies large databases or requests urgent analysis.
Hybrid membership
Combine a stated amount of private time with group sessions and digital materials. Show the private-hour equivalent separately from the value of group or recorded access, and explain renewal and cancellation.
Final pricing checklist
- Can a student tell the game format, level and result of the engagement from the offer name?
- Are live time, preparation, review, follow-up and community access quantified?
- Does the price exceed your calculated floor after costs and realistic capacity?
- Are block totals and effective rates shown without disguising included work?
- Are payment, scheduling, expiry, cancellation, rescheduling and refund rules visible before purchase?
- Are optional software requirements and separate deliverables disclosed?
- Have you removed unsupported promises about winnings or return on investment?
- Have you checked every public page for stale or conflicting rates?
The most defensible poker-coaching price is the one whose scope, working time and terms a student can inspect. Use published offers as illustrations of possible structures—not as an average—and adjust your rate when your preparation load, specialization, capacity or support promise changes.
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.

