Cancellation and Refund Terms for Coaches: Getting It Right

The Conversation Nobody Wants to Have

A client cancels 20 minutes before a session. Another asks for a refund halfway through a programme because "it's not quite what I expected." These situations are uncomfortable — and they're significantly more difficult to handle if you don't have clear terms in place before they happen.

Cancellation and refund terms aren't pessimistic. They're professional. They set expectations before money changes hands, which protects your income and gives clients a clear understanding of what they're signing up for.

Note: these are template guidelines to help you structure your own terms. They are not legal advice — consider taking guidance from a professional if you have specific concerns about your policy.

Cancellation Policy: The Core Questions to Answer

How much notice do you require?

Most coaches use 24 or 48 hours as the minimum cancellation window without penalty. Choose what works for your schedule and commit to it.

What happens if a client cancels inside that window?

Options include: the session is forfeited (counted as used), the client can reschedule within a limited window, or a cancellation fee applies. Be explicit — "late cancellations may be subject to a fee" is not a policy, it's a suggestion.

What happens if a client doesn't show up at all?

A no-show is different from a cancellation. Many coaches treat a missed session with no notice as a forfeited session. State this clearly.

What if you need to cancel?

Your terms should also cover your own cancellations — how much notice you'll give, and what happens to the session (rescheduled, not forfeited). Reciprocity in your policy builds goodwill.

Rescheduling: Separate From Cancellation

Rescheduling is not the same as cancelling. A client who gives you three weeks' notice to move a session is being considerate. Build a reasonable rescheduling policy that distinguishes between short-notice and long-notice changes.

You might offer, for example, one rescheduled session per programme at no charge, with subsequent reschedules subject to a small admin fee or treated as notice-period cancellations.

Refund Terms: The Harder Conversation

Refund policies in coaching are genuinely complex, and there's no single right answer. Your position should depend on your model:

For session-by-session bookings: a refund policy per session is relatively straightforward — unused prepaid sessions can typically be refunded.

For programme packages: this is where it gets nuanced. If a client has paid for a 10-session programme and wants to leave after session three, what's your position?

Common approaches:

• No refunds on packages once work has begun — clients are purchasing access to a programme, not individual sessions
• Partial refund for genuinely unused sessions, minus an administration or cancellation fee
• Refund within a specific cooling-off window (for example, before the first session begins)

Whatever you choose, state it clearly. Ambiguity is where disputes start.

The 14-Day Cancellation Right (for UK Coaches)

If you sell to individual consumers (rather than businesses) online, by phone or email, or away from your business premises, the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013 usually give them 14 days from the day the contract is made to cancel without giving a reason. You should only start coaching inside those 14 days if the client expressly asks you to; if they then cancel, you can usually charge for the coaching already delivered, and once the service has been fully provided at their request (with their acknowledgement) the right to cancel ends.

For coaching programmes, this means your initial agreement should include a clear statement about this right — and if the client wants to start immediately (before the 14-day window closes), they should acknowledge this in writing.

This isn't just good practice — in many cases it's a legal requirement.

Writing Your Policy in Plain Language

Whatever your terms, write them in plain English. "All payments are non-refundable" is clear. "Payments may be subject to refund consideration on a case-by-case basis" is not a policy — it creates expectations you can't manage.

Clients are less likely to push back on firm, fair terms they understood before paying than on terms they feel were hidden or ambiguous.

When Things Go Wrong Anyway

Even with perfect terms, disputes happen. The most important thing is having documentation: a signed coaching agreement, confirmation of when the terms were sent, and a clear record of what was agreed.

A clear cancellation and refund policy isn't just protective — it's a mark of a coach who runs their business professionally.

Professional coaching agreements, ready to use — from £29 one-off.