Is TrainingPeaks Too Expensive?

I often hear from coaches concerned about the cost of TrainingPeaks. It's a common worry, especially when every dollar counts. But, from where I stand, viewing TrainingPeaks as overly expensive doesn't quite capture its full value. To me, it seems more like it's actually underpriced for the arsenal of features it offers.

If you prefer audio, you can listen to the audio version on the podcast, or use the embedded player below.

This definitely isn't an advertisement for TrainingPeaks, it's a great platform if you just want to do one on one coaching, but they don't focus on coaches and this fact presents some conflicts of interest in terms of providing services to coaches that I've written about before.

Back to the subject though, TrainingPeaks isn't just any tool. It's crafted specifically for the needs of endurance coaches, packed with detailed analytics and customizable training plans that go beyond the basics.

The issue is, this perception of being overpriced is exactly what limits the funds available for the very things we all agree are vital: better support, smoother performance, and continuous enhancements. When we undervalue tools like TrainingPeaks, we unintentionally restrict the resources needed to improve them.

Why is this?

Most endurance coaches aren't typically using a bunch of B2B (Business to Business) software. Their benchmark for software costs often comes from consumer apps, which are typically either cheap or free. But comparing consumer apps to a specialized B2B solution like TrainingPeaks isn't a fair match.

Consumer apps target a massive audience to spread out costs, often using ads or data for revenue. TrainingPeaks, however, caters to a specific group with unique, complex needs, meaning its development, support, and upkeep call for a different, more sustainable financial model.

This sets up a gap in expectations, where the value of B2B software is weighed against the cost structure of consumer apps, not its actual professional utility and the investment needed to deliver such specialized services.

Value Investment Not Cost

In our niche world of endurance sports, platforms like TrainingPeaks have become central to the daily activities of coaches and athletes. They offer the tools for detailed planning, performance analysis, and efficient coach-athlete communication. Recognizing their price as an investment reflects the substantial benefits and effectiveness they bring to coaching practices.

The Future of TrainingPeaks Pricing?

In the context of today’s uncertain economic landscape, marked by inflation and rising costs across the board—from cloud hosting fees to salaries—I have a feelingTrainingPeaks may need to adjust its pricing. I have no inside knowledge of Training Peaks rather just an educated prediction. Who knows I might be way off the mark here but I have seen quickly escalating prices in our own cloud and infrastructure costs over the last few years, as our own margins have been squeezed. TrainingPeaks operates on a much larger scale, with data from free and low priced accounts that will surely be putting pressure on infrastructure and support costs.

This type of price increase isn’t just about unlocking resources to enhance the platform or expand its features; it’s also about keeping pace with the financial realities of running a sophisticated online service. As costs for maintaining high-quality infrastructure and retaining top talent climb, so too does the pressure to ensure that the platform remains sustainable in the long term.

Any potential price adjustment, will just be an essential step for TrainingPeaks to continue providing the level of service and innovation that coaches and athletes desire. If they do raise prices, it won't be anything to do with greed or lack of emapthy for their coaches and athletes.

How should TrainingPeaks coaches react? Honestly, they will have to bite the bullet too, accept it and move on. Even if it's a hefty percentage price rise, it should easily be able to be priced into your coaching services. To be honest coaches should be passing this expense on to their clients anyway, that's how most businesses operate to maintain a healthy margin and make their business sustainable (and enjoyable) long term.

PS. Even though I think TrainingPeaks pricing might be too low, I definitely don't like the "licencing" fee they charge coaches if they leave and then decide to come back. That seems both outdated and unfair. Paying the monthly subscription should be considered the same as "licencsing" and unless they are providing some sort of additional service each time a coach comes back (they aren't). In saying that I just checked their website and they are currently waiving that fee so, some progress there.