Why Gaelic Course Providers Are Undervaluing Their Work (And What Needs to Change)
- Jul 29
- 3 min read
In the world of language education, Scottish Gaelic stands as a cultural treasure—rich, complex, and deeply tied to place, identity, and resilience. Yet, there’s a concerning trend among Gaelic course providers, both online and in immersion settings: they’re undercharging for their services. How will they ever achieve long-term sustainability, without dependency on funding?
At first glance, this might appear generous or inclusive, but underpricing has long-term consequences—both for the educators and for the future of the language itself. Here’s why Gaelic educators must re-evaluate their pricing strategy.
1. Teaching Gaelic Isn’t Just Teaching a Language—It’s Teaching a Culture
Unlike more commercially dominant languages, Gaelic comes bundled with cultural knowledge, historical context, and community ties. Whether it’s pronunciation linked to local dialects or lessons set within the Hebridean landscape, the depth of the experience is unique.
Yet, many educators price their courses as though they were selling mass-market language apps. In reality, they are offering a boutique, high-value, cultural immersion—something no algorithm can replicate.
2. The Hidden Hours of Preparation and Support
Creating a quality Gaelic course—especially online or in-person immersion—requires far more than showing up for class. There’s curriculum design, community-building, travel logistics, cultural event coordination, and emotional labour involved in helping students feel confident and safe.
When courses are priced too low, these hidden hours go unpaid. This often leads to burnout or the unsustainable closure of valuable programs.
3. Professional Experience Is Being Discounted
Many Gaelic course providers are highly experienced professionals: trained linguists, educators, cultural workers, translators, and community leaders. And yet, some charge less per hour than a private tutor in a mainstream subject.
This undervaluation sends a dangerous message: that Gaelic teaching is a passion project rather than a serious profession deserving of proper remuneration.
4. Low Pricing Attracts the Wrong Expectations
Ironically, underpricing can attract students who are less committed—and who may not understand the investment required for fluency or cultural literacy. Meanwhile, learners who are ready to pay for a transformational experience may look elsewhere, assuming a low price signals low value.
Pricing should reflect the quality and transformative potential of the offering—not just affordability.
5. Sustainability Depends on Fair Pay
Without adequate income, providers can’t reinvest in better tools, content, staff, or learning environments. Nor can they build long-term projects that support intergenerational transmission, teacher training, or digital infrastructure.
If we want Gaelic to thrive in the 21st and 22nd century, its educators must be able to thrive too.
6. Undervaluing Undermines the Language’s Status
We often talk about the need to elevate Gaelic’s status in public life. That goal is compromised when the people tasked with preserving and teaching the language aren’t being fairly compensated. Fair pricing is a statement of value—not just in money, but in respect.
So, What Needs to Happen?
Gaelic educators must stop apologising for charging a fair rate.
Students must be encouraged to see Gaelic learning as an investment, not a charity.
Funders and policymakers must back programs that pay educators properly, and de-centralize Gaelic funding opportunities.
The wider community must recognise that language preservation is skilled, professional work.
Final Thought
Scottish Gaelic is not a hobby; it’s a heritage language at a crucial turning point. Its survival depends on those who teach it—and those teachers deserve sustainable, dignified livelihoods. Undercharging might seem like the kind choice, but in the long run, it limits access, growth, and innovation.
It’s time we priced Gaelic education like the invaluable resource it truly is.
