Refund requests are uncomfortable, but having a clear policy before they happen makes all the difference. Here's how to write one and what to do when a client asks.
TL;DR
- Define your refund policy in writing before you sell your first program, then include it in every coaching agreement.
- Most experienced coaches use a no-refund policy for completed sessions and a partial refund option for unused sessions under specific conditions.
- A clear policy doesn't prevent refund requests. It gives you a defensible, fair answer when they arrive.
- Document everything: signed agreements, session notes, client communications.
- This article is general information, not legal advice. Consult a qualified attorney for your specific situation.
Refund requests are one of the most uncomfortable situations coaches face. Not because they're complicated, but because they're personal. You put real energy into a coaching relationship, and someone saying "I want my money back" can feel like a rejection of the work itself.
The way through that discomfort isn't to avoid the conversation. It's to have your coaching refund policy written, communicated, and agreed to before it ever comes up.
A clear refund policy is not about being difficult with clients. It's about being honest about the terms of the exchange before money changes hands. That's better for everyone.
Why You Need a Written Refund Policy
Without a written policy, every refund request becomes a negotiation with no anchor. You're making a fresh decision under social pressure, without clear guidelines, and whatever you decide sets an informal precedent for the next time.
With a written policy that the client signed, you have a foundation. The policy is what you agreed to. It's not personal. It's not a judgment. It's the terms of the arrangement.
This matters more as your programs scale. One-on-one coaching is personal enough that handling disputes client-by-client might feel manageable. But when you're running group programs, selling packages, or delivering digital courses alongside coaching, the volume of edge cases grows fast.
The refund policy also belongs in your coaching agreement from day one, alongside your cancellation terms and payment schedule. These aren't separate documents. They're all part of what the client agrees to before you begin.
Common Coaching Refund Scenarios
Refund requests usually fall into a few categories, and knowing which one you're dealing with helps you respond appropriately.
"I haven't gotten results." A client completes a coaching program and feels they didn't get what they paid for. This is the most common scenario, and also the most subjective. Coaching outcomes depend heavily on client participation. Did they show up to sessions? Did they complete agreed-upon actions? A clear scope of services in your agreement, plus session notes that document the work done, protect you here.
"Life happened and I can't continue." A client is mid-package and faces a genuine emergency: family illness, job loss, financial hardship. This is where your human judgment matters as much as your policy. Many coaches offer a pause option (freezing sessions for a defined period) rather than a refund. Others offer a partial credit toward future work. A strict no-refund policy applied without compassion in genuine emergencies tends to damage your reputation more than the money is worth.
"I changed my mind." A client decides shortly after purchase that coaching isn't what they needed right now. The earlier this happens in the program, the more you might consider a partial refund. The further along, the harder to justify.
"The coach didn't deliver what was promised." If there's a genuine gap between what you described and what you delivered, a refund may be appropriate. This is also a situation where documentation matters: what did you describe in writing, and did you deliver it?
Chargebacks. The most adversarial scenario: a client disputes the charge directly with their credit card company without contacting you first. A signed coaching agreement with a clear refund policy is your primary defense. Payment processors will ask for evidence of the agreed terms. Without a signed document, chargebacks are significantly harder to contest.
Writing Your Refund Policy: The Options
There's no single right answer here. Coaching refund policies exist on a spectrum, and where you land should reflect your program structure, how you price, and your risk tolerance.
No-refund policy. The clearest position. Once a program is purchased, no refunds are issued. This works best for high-touch programs where significant preparation happens before the first session (discovery calls, custom curriculum, intake processes) and where the value is delivered progressively rather than in a single deliverable. It needs to be communicated explicitly and prominently before purchase.
Satisfaction guarantee with conditions. A refund is available if the client meets specific conditions: attended all sessions, completed agreed actions, and still doesn't feel the work added value. This is uncommon in coaching but some coaches offer it as a differentiation strategy. The conditions make it workable, but enforcing them requires documentation.
Prorated refund for unused sessions. If a client leaves a package early, they receive a refund for sessions not yet used, often at a lower per-session rate than if they'd purchased individually. This is a reasonable middle-ground policy for packages. It acknowledges that the client is leaving value on the table while protecting the revenue from sessions already delivered.
30-day or 14-day money-back window. Some coaches offer a short window after purchase during which a full refund is available, no questions asked. This reduces buyer anxiety and tends to increase conversion rates for higher-ticket programs. After the window, the standard policy applies.
Case-by-case basis. Not a policy at all. Making decisions on a per-client basis creates inconsistency and opens you to claims of unfair treatment. Not recommended.
Sample Refund Policy Language
Here are two approaches you can adapt: