# Ep 88 The Courage to Charge What You're Worth as a Coach (And Why It's Not Really About the Money)

Page: https://stenobird.com/podcast/the-coaching-edge-a-business-building-podcast-6603400/ep-88-the-courage-to-charge-what-you-re-worth-as-a-coach-and-why-it-s-not-really-about-the-money
Text version: https://stenobird.com/podcast/the-coaching-edge-a-business-building-podcast-6603400/ep-88-the-courage-to-charge-what-you-re-worth-as-a-coach-and-why-it-s-not-really-about-the-money.md
Podcast: [The Coaching Edge: A Business Building Podcast](https://stenobird.com/podcast/the-coaching-edge-a-business-building-podcast-6603400)
Published: 2026-05-18T03:01:00+00:00
Episode link: https://www.wendymccallum.com/podcasts/the-coaching-edge-a-business-building-podcast/episodes/2149198498
Audio file: https://app.kajabi.com/podcasts/medias/2149198498.mp3
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Duration seconds: 2689

## Resource

Here's what no one tells you about pricing: it's not really about the numbers. You can research your competitors, run the calculations, and land on a rate that makes perfect sense on paper — and still feel a knot in your stomach every time you say it out loud. That knot? It's not about the math. It's about identity, worthiness, fear of rejection, and a whole lot of stuff you probably absorbed long before you ever became a coach. In this episode, I'm going deeper than the usual tactical pricing conversation. I'm sharing my own money story — from growing up in a low-risk-taking household where money was tight and carefully budgeted, to billing out at high rates as a corporate lawyer while battling imposter syndrome, to undercharging for years when I started my coaching business because I hadn't yet done the inner work. I'll walk you through what finally shifted for me, why undercharging isn't humble (it's often just hiding), and how to start owning your value — not just intellectually, but in your body. I'm also talking about something that doesn't get discussed enough: how to charge what you're worth and leave space for generosity. Because building a sustainable business and making coaching accessible aren't mutually exclusive — you just have to do it from a grounded place, not a fearful one. In this episode, I cover: Why pricing brings up so much emotional stuff — even for experienced coaches Where our money stories come from and how they shape our pricing decisions My own journey from scarcity thinking to finally charging what I'm worth The stories we tell ourselves that keep us undercharging ("Who am I to charge that?") Why undercharging isn't humble — it's often just hiding The difference between knowing your value intellectually and feeling it in your body What cha…

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