Fitness professionals should charge what they feel their services are worth. If you are actually worth what you charge, you will get it. Even in a market where the fee is high for the area, if you are worth it, you will get it. I usually ask potential clients what their budget is and then give them a program quote based on that budget.
While some clients have expressed uncertainty about my fees, as soon as they work with me a few times that is no longer an issue. And anyone that has been referred to me has already has an idea of my fees.