Why £79 flat, forever.

Per-seat pricing is the standard model in B2B SaaS. It looks fair on a pricing page — pay for what you use. In practice, it punishes growth and creates a tax on the thing you want your software to enable.

The problem with per-seat

A coach with 5 clients pays £25/month. They grow to 20 clients and pay £100. They grow to 50 clients and pay £250. Each new client they sign is a margin hit. The software gets more expensive precisely when it's working.

This is fine for the software company. It's hostile to the coach.

What we did instead

Atletafit is £79/month, flat. Unlimited clients. The coach with 2 clients pays the same as the coach with 200.

The maths only works for us if coaches with 200 clients are the exception, not the rule. They are. Most independent coaches plateau between 30 and 80 active clients. We sized the price around that reality.

The trade

A flat price means we leave money on the table for the small minority of coaches at the top end. That's a deliberate choice. The alternative is taxing every coach who ever signs a new client, which we think is bad for the coach and bad for the long-term relationship with us.

Quiet. Ranked. Edited. And priced for the coach on their second client, not their tenth.