Cash Based PT Pricing Strategy: What to Charge in 2025

If you’re a physical therapist or other healthcare clinician starting your own cash-based practice, chances are you’ve already run into one of the most daunting questions in early business ownership: How to price my physical therapy services.

It can feel like a minefield. You’re torn between what other people are charging, what you feel “okay” asking for, and what you actually need to make in order to set your physical therapy session rates. Maybe you feel guilty about charging more than $50 a session. Maybe you’re unsure if $200 is even realistic. You’re not alone.

As a business coach and practicing cash based PT who has worked with hundreds of clinicians through my DPT to CEO program, I can tell you that pricing confusion is one of the most universal early hurdles. But I can also tell you this: you can absolutely get paid what you’re worth—without feeling like you’re manipulating or overcharging people. Let’s walk through how.

The Problem With Emotionally-Driven Pricing

The first trap many new private practice PT owners fall into is setting prices based on emotion—what “feels fair,” what someone else is charging, or what they think people will pay. The result? Undercharging and burning out.

Early on in my own journey, I charged everything from $100 to $225 per session depending on the model I was using. There were times when I charged too little, just because I didn’t have the confidence to name a higher number. I told myself I’d “build up to it,” but the truth is, I didn’t start with a pricing structure that actually aligned with the time, energy, and value I was providing.

That’s why I recommend a more objective approach to cash based physical therapy pricing. Because when the numbers are grounded in your goals, your capacity, and your business model, you’re not left wondering if you’re “worth it.” You already know the answer.

Understand the Real Cost of a Session

Let’s start with a baseline: you are not just selling 60 minutes of your time.

When you’re running your own practice, every client-facing hour is surrounded by a minimum of another hour of non-billable work: marketing, admin, documentation, follow-ups, etc. If you want to work a 40-hour week, that realistically caps your client load at around 20 sessions per week—at most.

So your per-session price needs to reflect not just your clinical expertise, but the infrastructure it takes to run a business. That’s where tools like our free pricing calculator come in. It helps you determine the minimum viable rate you need to charge based on your income goals, expenses, and available client hours.

Using our pricing calculator, here’s an example:

If your revenue goal is $15,000/month and you can realistically see 20 clients/week (about 80/month), your minimum per-session rate is around $188. Charge less than that, and you’re working overtime for underwhelming returns.

This number is not based on feelings. It’s not based on what your colleague down the street is doing. It’s based on your business, your goals, and your life.

If you’d like to access our free pricing calculator, check out the blog post here.

Anchor Your Pricing Strategically

Once you know your minimum rate, don’t stop there. That number is your floor, not your ceiling.

It’s common to structure pricing in tiers that build around a foundational anchor point:

• Evaluation Rate: Your highest-priced single session (often $200–$250+)

• Single Follow-Up Session Rate: Slightly lower (e.g., $175–$225)

• Package Rate: Discounted per-session pricing for clients who commit to multiple sessions upfront (e.g., 6 visits at $150/each)

• Monthly Membership or Retention Rate: Your lowest recurring rate for ongoing clients ($125–$150/session equivalent)

This gives you the flexibility to meet clients at different stages of their journey while still keeping your business profitable. It also introduces price anchoring, a psychological tool that helps clients see the value in packaged or long-term services compared to paying per session. 

If your eval is $250, then a package that breaks down to $150 per session feels like a no-brainer deal—without requiring you to drop below your minimum viable rate.

Focus on Transformation, Not Time

Here’s where many clinicians struggle: communicating the value behind the price.

If you’re uncomfortable saying “I charge $200 per session,” it’s probably because you’re framing it as just a 60-minute block of time. And honestly, that sounds expensive.

But when you position your offer in terms of the transformation you help your clients achieve—pain relief, movement freedom, confidence in their bodies, independence from insurance red tape—the number starts to feel far more aligned.

For example, imagine saying:

“Over the course of our 6 sessions together, we’re going to address the root cause of your shoulder pain, restore full range of motion, and get you confidently back to lifting without fear.”

Suddenly, that $900 package isn’t about minutes on a clock. It’s about solving a problem your client deeply wants solved.

And yes—people will pay for that transformation, even if they have insurance. Because you’re not competing with insurance. You’re offering something different: a high-touch, specialized, client-centered experience.

Keep in mind that this strategy alone won’t lead to paying clients. It also requires a bit of sales skills, which also takes time and practice. Are you a good salesperson? Find out at the blog post here.

Not Everyone Is Your Client—And That’s Okay

A common mindset trap is thinking you have to convince everyone to pay out-of-pocket, even if they’re deeply committed to using insurance.

Let’s be clear: if someone is dead-set on paying nothing and using only their insurance company benefits, they’re not your ideal client. That doesn’t mean you failed at sales. It just means their values don’t align with your model—and that’s not a problem to solve.

The people who are a fit? They care deeply about getting better, faster. They want access, consistency, and results. They value high quality care, even if that means paying more.

So instead of trying to persuade the wrong people, focus on finding and connecting with the right ones. This is where niche marketing comes into play. Build relationships. Offer education. Let them experience your approach through free content, workshops, or discovery calls. Your ideal clients will self-select when they’re ready—and they’ll be more invested when they do.

Know When to Raise Your Rates

If you’ve sold your last five packages with zero resistance on price, that’s not a win. That’s a sign you’re undercharging when pricing your services. 

In fact, your pricing should feel a little uncomfortable at first. If it doesn’t make your stomach flip the first few times you say it out loud, you’re probably playing it too safe. That discomfort? It usually means you’re growing into your role as a business owner and leader. You can learn how to sell your services “like a boss” at the blog post here.

Over time, you’ll gain the confidence and the data to support higher prices for your services. Many of our DPT to CEO clients start at $150/session and steadily grow to $200–$250+ over time—because they’ve refined their systems, increased their outcomes, and fully stepped into their expertise.

If you're still unsure whether you’re charging enough, look at the numbers. Look at your energy. And look at the transformation you provide.

Final Thoughts: Your Price Reflects Your Leadership

As you work through your pricing, keep this in mind: the price you set isn’t just a number. It’s a reflection of your leadership and the quality of service you provide.

Clients want to work with someone who is confident, clear, and decisive. Someone who can guide them from problem to solution with calm authority. That starts with your pricing.

So if you’re still struggling to nail down your number, start with the calculator. Understand your bottom line. Build a pricing structure that makes sense. Practice saying your rate without apologizing. And remind yourself: you are not selling time. You are selling a solution.

If you’re looking for more help building your practice from the ground up—and want a clear roadmap to sign your first 10 clients—we’d love to work with you inside the DPT to CEO program. It’s a 7-month coaching experience designed to take you from dreamer to business owner with strategy, structure, and a supportive team behind you. Click here to learn more.

Listen to this episode on my podcast!