Time Etc is the US/UK-based VA agency that operates on a subscription model with vetted English-speaking talent. The pricing sits below BELAY (typically $30 to $40/hour effective) but above DIY platforms, occupying a useful middle tier for fitness coaches who want quality without premium pricing.
For a Fitness Virtual Assistant hire where the coach values vetted English-fluent talent but doesn't need full BELAY-tier service, Time Etc is worth evaluating. The model trades some account-management depth for cost savings.
For where this fits in the broader hire decision, see our pillar guide on how to hire a fitness virtual assistant.
When Time Etc is the right choice
Three signals:
- Want vetted English-fluent VA without premium BELAY pricing.
- Subscription pricing preferred over hourly billing.
- 10 to 30 hours/week target engagement.
For lower cost with DIY discipline, Upwork. For premium done-for-you, BELAY. For middle-tier subscription, Time Etc.
How Time Etc works
The process:
- Subscription tier selected based on monthly hours needed.
- Discovery call to understand role requirements.
- VA matched from their vetted pool (typically 1 to 2 weeks).
- Coach interviews the matched VA.
- Subscription billing - flat monthly cost based on hours tier.
- VA assigned for ongoing work.
Time Etc remains the contracting entity. You manage work; they manage VA relationship at lighter touch than BELAY.
Pricing structure
Time Etc subscription tiers (approximate):
- 10 hours/month. ~$300/month ($30/hour effective).
- 20 hours/month. ~$580/month ($29/hour effective).
- 40 hours/month. ~$1,100/month ($27.50/hour effective).
- Custom enterprise. Negotiated.
Compare: OnlineJobs.ph $5 to $12/hour direct. BELAY $40 to $60/hour. Time Etc sits between.
What you're paying for
The subscription covers:
- English-fluent talent (US and UK contractor base).
- Pre-vetting by Time Etc.
- VA assignment matched to your role brief.
- Replacement if initial match doesn't work.
- Account support at lighter touch than BELAY.
Less account-management depth than BELAY, but meaningful savings if that depth isn't needed.
ROI calculation
The math for fitness businesses considering Time Etc:
- 20 hours/month × $30/hour = $580/month, $7,000/year.
- Comparable Philippines hire = $400 to $800/month part-time.
- Premium = $200 to $700/month for English-fluent vetted talent.
The premium pays for itself if:
- Communication quality matters to client retention.
- Coach reclaims 5+ hours/month of high-value time.
- Reduced management overhead saves coach time.
For coaches in the $100K to $400K revenue range, Time Etc often hits the right balance.
When Time Etc fits which fitness business
- Solo online coach ($100K to $300K). Time Etc workable for client services or admin.
- Online coach ($300K+). BELAY may fit better if executive-assistant tier needed.
- Studio owner. Time Etc useful for executive support; on-floor ops better filled locally.
- Multi-VA team. Time Etc as part of mixed-tier strategy (premium executive + Filipino ops).
Briefing Time Etc
The detail you provide drives match quality:
- Specific scope with concrete deliverables.
- Required tools.
- Schedule expectation.
- Communication preferences (Slack, email, video frequency).
- Industry context about fitness coaching.
Less depth required than BELAY brief; more than VSF brief.
Trial period
Time Etc subscription allows trial:
- First month functions as effective trial.
- Monthly cancellation if not the right fit.
- Re-matching available within subscription.
- 30-day mark decision - continue or part ways.
The subscription model removes the all-in-one-shot decision pressure.
Common Time Etc failures
- Wrong business stage. Premium-ish pricing without the revenue.
- Treating subscription as set-and-forget. Quality VA still needs onboarding and management.
- Underpricing scope. Subscription tiers expect appropriate work.
- No clear scope. Even vetted VA can't succeed without it.
- Not using rematch option. Sticking with poor fit too long.
Time Etc-specific quirks
- US and UK base. Strong English; cultural mix between markets.
- Subscription model. Different from BELAY hourly billing.
- Lighter account management than BELAY.
- Replacement is straightforward. Well-defined process.
- Long-term retention good when match is right.
Cultural collaboration notes
US/UK-based contractors:
- Native or near-native English.
- Direct communication norms.
- US/UK holiday calendars depending on VA location.
- Mid-autonomy expectation - established contractors but less senior than BELAY tier.
When to revisit the decision
The 12-month checkpoint:
- Hire is working. Continue; subscription auto-renews.
- Hire is mediocre. Request rematch through Time Etc.
- Need more hours. Upgrade subscription tier.
- Need executive-tier support. Migrate to BELAY or Athena.
- Cost pressure emerged. Migrate to Filipino tier (Wing or MOD) for execution work.
When Time Etc isn't the right pick
- Sub-$1,000/month budget. Filipino agencies fit better.
- Premium executive-tier requirement. BELAY or Athena better.
- 24/7 coverage need. Magic pool model better.
- Single-task project. Upwork lower friction.
- Heavy compliance documentation need. Add Deel layer or migrate to Remote.com for EOR.
For pricing comparisons including Time Etc, see our Fitness VA cost guide. For broader hire context, see how to hire a fitness virtual assistant.
Frequently asked questions
Time Etc vs BELAY for fitness VA hire?
Time Etc for cost-conscious vetted talent. BELAY for premium executive-assistant tier with deeper account management.
Time Etc vs Wing for fitness VA hire?
Time Etc for English-fluent US/UK talent. Wing for global talent at lower cost. Different price points and quality tiers.
How long does Time Etc hiring take?
Plan 3 to 5 weeks: 1 to 2 weeks for matching, 1 week for interview, 1 to 2 weeks for trial start.
What if the matched VA isn't a fit?
Request rematch through Time Etc account contact. Process usually completes within 2 weeks.
Can I scale up or down hours within subscription?
Yes, between tiers. Notice period typically applies; verify at signup.