As Harris said, it really depends on your market and demand. I live in a wealthy area so can charge much more than other areas in the country. I am also in demand so can ask more than the average trainer in my area. In fact, I recently raised my rates for new clients and have been shocked that they agreed to pay it. That said my long term clients (some have been with me over 20 years) pay significantly less than the newer ones. They know this and appreciate it, since I have little turnover I can afford to charge new clients a high rate.