Structuring Your High-End Nutrition Program: What to Include and What to Charge

Structuring Your High-End Nutrition Program: What to Include and What to Charge

One of the most important factors in your client's success is your ability to guide them through a program while keeping them engaged and excited. You may have clients who succeed by visiting you appointment-to-appointment, but you should also have a long-term package option available.

Having a high-end program offering can be amazing for your clients and your business. We’re going to break down which services should be included, and some ideas of how to price the whole program, but first you should know why an offering like this is important.

High-End Programs are Easy to Market

People put great faith in systems. When you are marketing a long-term program, you are selling not just results, but the method you use to help clients achieve them. You can walk a potential client through what they can expect week-by-week when they work with you, and communicate what makes your program different.

Selling a program means you also get to give it a fancy name, if you want to. You’re not just marketing yourself anymore, but a specific method that you have developed to achieve specific results. Whole30, Atkins, Pritikin, and Ornish are all awesome examples of how a specific program can supercharge your business. When it comes to a program, the sky is the limit! One day you could be writing a book, licensing, or selling it.

High-End Programs Attract Great Clients

Nothing says “I’m ready to commit to making a change” like pulling out your credit card to make a $1,000+ investment in yourself. When clients buy in to your long-term program they have already decided that it’s worth it, and their readiness for change is at a maximum. What a wonderful client to take on!

Marketing your program will also attract the exact type of person that you want to work with. Because you’re selling a very specific outcome and staying within your area of expertise, you’ll be getting sign-ups from people who are your ideal client.

High-End Programs Improve Your Client Care

When you sell a long-term, high-end program, your practice is going to be more financially stable. Clients sign-up to work with you for a set period of time, and you don’t have to worry about cancelled appointments and lost income. Instead, you can focus on providing the highest level of care, and the absolute best experience for those who have signed-up. You will accept fewer clients per month and you will give more attention to the clients who are working with you, all while earning a healthy income yourself.

These are just some of the reasons why adding a high-end program to your offerings is a game-changer. Now, let's discuss how to structure and price your high-end program.

Recommended Program Length: 6 to 12 Weeks

Depending on what you are hoping to achieve, you’ll want to structure the program over a period of 6 to 12 weeks. This is going to allow you to walk your clients through one small change at a time, to maximize their success.

For the first month, plan for weekly meetings with your client. They are highly motivated when they sign-up, so keep that momentum going. One of the main reasons people buy into high-end programs is for the accountability, so be sure to provide that. Each week they should have a task or assignment to complete knowing that they will be meeting with you the following week to discuss.

What Services to Include

Regardless of what type of program you are providing, every program will start with an intake appointment. During this time you will assess your client’s health, and walk them through the roadmap for the next 6 to 12 weeks.

Following that, you may want to provide the following services (one per week) to help them achieve their goals:

  • Grocery store tour
  • Healthy kitchen education session
  • Private cooking or meal prep lesson
  • Supplement consultation
  • Mindful eating session
  • Food journal review sessions
  • Follow-up/check-in appointments
  • Meal planning session

If you practice other modalities such as yoga therapy, naturopathic medicine, personal training, or personal chef services, you can work those in as well.

Choose the services you want to include, and plan to cover them in weekly sessions. Here is a structure that works well for many professionals:

  • Week 1: Intake appointment
  • Week 2: Healthy kitchen education session
  • Week 3: Grocery store tour
  • Week 4: Private cooking session
  • Week 5: Supplement consultation
  • Week 6: Follow-up appointment
  • Week 7: Food journal review
  • Week 8: No appointment
  • Week 9: Meal planning session
  • Week 10: No appointment
  • Week 11: Food journal review & final follow-up

This 3-month program is great because you can walk your client through a complete dietary overhaul, with a step-by-step approach. You are laying out the road map, teaching them how to stock a healthy kitchen, how to read labels and shop, how to cook healthy food, and what supplements to take.

Once they’ve been educated, you see them for a follow-up to assess the results, and a food journal review session to ensure they understand and can follow the plan. Then they spend a session learning to become independent with self-directed meal planning before their final follow-up where they can get answers to any remaining questions and you can set them up to go out and succeed on their own.

This structure can be applied to virtually any type of program, because the content you cover is completely customizable. Here are some examples:

  • Hormone Balancing
  • Diabetes Management
  • Weight Loss
  • Athletic Performance
  • Digestive Issues
  • Living with Food Sensitivities
  • Eating for PCOS
  • Going Gluten-Free
  • Keto Lifestyle
  • Autoimmune Diet

Throughout the program, be sure to use That Clean Life for Business so that you can provide even more value through customized meal plans, food lists, recipes, and other materials to support your sessions.

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What If I Run Online Programs?

If you won’t be meeting with your clients in-person for sessions like a grocery store tour or cooking class, you can still build resources to cover these topics. Dedicate a session to label reading and provide a list of healthy brands and products. Consider filming a cooking demo, or teaching your clients the basics of healthy cooking over a video chat from your kitchen.

However you practice, and whatever it is that you specialize in, you can make it fit within this framework!

How to Manage Your Program Materials & Participants

When you’re working with clients who are going through programs, you’ll want to ensure you stay super organized so that you’re both on the same page and aligned with goals.

Using a practice management program like Practice Better or Healthie will allow you to keep all client files, appointments, and communications in one place. It also elevates the client experience by giving them a log-in connected with your brand, where they can access all their program materials, see what they need to do next, and send you messages.

In addition, it's important to ensure that your program materials are professional, branded, and consistent. Using That Clean Life for Business for recipes, meal plans, shopping lists, recipes books, and to make self-directed meal planning kits will save you hours of time, while further improving your client experience.

How Much Do I Charge For My High-End Program?

What to charge is the #1 question we are asked by wellness professionals. While pricing will vary significantly depending on your education, experience, and the problem your program solves, $100-$150 per week is a fair place to start, assuming that every week you spend 1 hour with that client, and 1 to 2 hours working on their materials or communicating with them outside of their appointment.

If your program is more hands-on, or if you will be spending more time than that, consider charging more. Similarly, if your program is highly specialized and has required special training or significant research to build (in the case of disease management, or other serious health issues) you may also want to increase the cost.

Also, keep in mind that pricing is not set in stone! As you graduate successful clients from your program, as your program builds a reputation, and as you improve it over time, the price will increase to reflect that added value.

What If No One Signs-Up Because It’s Too Expensive?

First, you have to know that building a business happens over years. It’s very, very likely that you will launch this program and no one will sign-up. This isn’t a sign that you failed, it’s a sign that you started.

If you are getting price objections, you probably need to look at your marketing, not your pricing.

Are you effectively communicating what your program achieves? Are you being clear about the specific problem you solve? Is your marketing being seen by the people who have that problem?

The reality of selling high-end programs is that business starts slow and builds over time. One successful client will tell another, who will tell another. Maybe you sell 1 to 2 programs per month for the first year, then 2 to 4 per month the next year, and 4 to 8 per month the third year. This is typically how businesses grow. Slowly and organically.

As a wellness professional, you already know that quick-fixes don’t exist. Just like there is no overnight six-pack, there is no overnight six-figure business. Commit to doing one small thing every single day that will get you closer to your goal and you will find yourself in radically different circumstances when you look back in three years.

As you become more well-known as an expert, potential clients will trust you, see your value, and be willing to pay to work with you. You will get there!

How to Market Your High-End Program

Once you've put your program out in the world, you need to put time into consistently creating content that will generate interest in it. Here are some things you should be doing to promote your high-end program:

  • Writing blogs
  • Posting on social media
  • Sending out newsletters
  • Building a lead magnet
  • Creating Youtube, Instagram, or Facebook videos

Decide what type of content you feel most comfortable creating, and how often you will create it. Then stay on-topic by consistently sharing great information that relates back to the problem that your program solves. Over time, this is how you grow an audience that will know, like, and trust you, eventually becoming your clients.

Now you have all the tools that you need to build your high-end program and start getting clients signed-up! You can do this. Tell us about the program you're creating and who it will help in a comment below.

To see an example of a great nutrition plan, plus the exact framework we use to create nutrition plans that clients love to follow, check out our free book: 4 Steps to Creating Awesome Nutrition Plans for Your Clients.

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