health coach business plan pdf

Health Coaching Business Plan

Discover how a Health Coaching Business Plan can elevate your coaching services. Learn to create, implement, and track your plan for business success.

By Telita Montales on May 09, 2024.

Fact Checked by Ericka Pingol.

What is a Health Coaching Business Plan?

A Health Coaching Business Plan is a comprehensive and strategic blueprint enabling health coaches to establish, manage, and expand their businesses effectively. This tactical roadmap covers various critical facets of business operations. Among these are articulating a unique selling proposition, precise target market identification, formulation of innovative marketing strategies, detailed competition analysis, and projection of reliable revenue streams and financial forecasts.

The business plan further incorporates an extensive operational synopsis, concentrating on key operational aspects such as service delivery methods, team structure, and resource management. This streamlines business operations and facilitates effective decision-making.

In a highly competitive landscape of health coaching, possessing a well-structured and thorough business plan is paramount. It empowers aspiring coaches to stand out and cultivate a unique identity in this dynamic market.

A robust business plan is the cornerstone upon which a thriving health coaching enterprise can be built. It offers a clear vision and a structured path to follow, reducing uncertainties and increasing the likelihood of success.

form the structural framework that supports the growth and success of a coaching business.

Printable Health Coaching Business Plan Template

Download this Health Coaching Business Plan Template to elevate your practice.

How does it work?

A Printable Health Coaching Business Plan template offers a streamlined structure to meticulously organize and shape your business ambitions. Here are the key steps involved:

Identify your Vision and Mission

Embarking on your health coaching business journey begins with introspection. Reflect on your driving force behind this venture. What are your aspirations, and how do you envision positively influencing your clients' lives?

Craft your Unique Value Proposition

Differentiation is key in a competitive market. Therefore, identify what sets your health coaching services apart from the rest. What unique benefits can you extend to your clients? Convey your unique value proposition compellingly.

Identify your Target Market

A clear understanding of your ideal clients forms the bedrock of a successful business strategy. Identify their demographic and psychographic attributes. Know their needs, preferences, and expectations to align your services accordingly.

Develop a Marketing and Sales Strategy

Client acquisition and retention are critical for your business's growth. Determine which marketing channels would most effectively reach your target market. Design a comprehensive marketing and sales strategy to attract and retain clients.

Analyze your Competition

A clear understanding of the competitive landscape can provide valuable insights. Identify other health coaches or organizations offering similar services. Learn from their strengths and identify opportunities where you can excel.

Prepare Financial Projections

Financial viability is pivotal for your business's success. Create a detailed financial plan that outlines your projected revenue streams, expenses, and profitability. Use these projections to plan for growth and manage resources effectively.

Choose Suitable Business Tools

Equip yourself with efficient business tools to manage various aspects of your health coaching practice. Consider robust software solutions like Carepatron for managing electronic health records and other administrative tasks, enhancing productivity.

Remember, a well-crafted, printable Health Coaching Business Plan can be a constant reference and guide as you navigate your business journey.

Health Coaching Business Plan Example (sample)

An effective Health Coaching Business Plan typically begins with an executive summary, providing a concise snapshot of your business. Next, it elaborates on the business description, encapsulating your unique selling proposition, service offerings, and future aspirations.

The plan then outlines a strategic marketing approach, detailing how you will attract, engage, and retain your target clientele. A comprehensive competitive analysis follows, delving into the landscape of similar services offered by other health coaches or organizations and identifying opportunities for differentiation and growth.

Subsequently, the business plan highlights the operations strategy, encompassing your service delivery methodology, team composition, and resource management. Finally, the plan concludes with a section on financial projections, laying out anticipated revenue streams, expenditures, and potential profitability.

Each Health Coaching Business Plan should be personalized to align with your business model and objectives. Hence, this template should serve as a foundation that you can tailor to your unique needs. For more detailed guidance, please refer to the Health Coaching Business Plans PDF, which offers in-depth instructions to craft a business plan that resonates with your unique coaching vision and goals.

Download this Health Coaching Business Plan Template Example:

When would you use this Template?

A Health Coaching Business Plan template serves as a valuable resource throughout various phases of your business journey:

Starting a Health Coaching Business

The business plan template is a guiding light when laying the groundwork for your health coaching venture. It facilitates your meticulously planning your initial steps and adeptly maneuvering through the intricacies of setting up a new business. This foundational document aids in crystallizing your vision, defining your unique value proposition, and identifying your target market, setting the course for a successful start.

Growing your Health Coaching Business

As your business progresses and you want to expand, the business plan plays a critical role. It assists in recognizing growth opportunities, developing potent marketing strategies, and managing resources proficiently. Regularly updating your Health Coaching Business Plan, you can maintain strategic alignment with your growth objectives, ensure continued relevance in the market, and adapt to changing client needs.

Seeking Investment or Loans

A well-structured business plan can prove invaluable when you're ready to scale your business and require external funding. By presenting a clear vision, demonstrating a viable market, and showing robust financial projections, your business plan can convince potential investors and financial institutions about the feasibility and profitability of your business.

A Health Coaching Business Plan is not a one-time tool used at the outset of your business; it's a dynamic document that evolves with your business, supporting you at every stage of your entrepreneurial journey.

Using our Free Health Coaching Business Plan offers several advantages:

Structured Approach

Our Free Health Coaching Business Plan provides a systematic approach to planning, helping you cover all crucial business aspects.

Time-saving

Free Health Coaching Business Plan Templates save time by providing a ready-made structure for your business specifics.

Consistency

Maintaining a consistent format throughout the Free Health Coaching Business Plan makes the plan easier to comprehend and present.

Comprehensive

Our Free Health Coaching Business Plan covers every aspect of the business, leaving no room for missed elements or overlooked details.

Why use Carepatron as your Health Coaching Business Plan app?

Carepatron is a globally trusted and compliant practice management system , providing an ideal platform for managing your health coaching business. It delivers a seamless experience of simplicity, compliance, collaboration, and global applicability. Here's why Carepatron makes the perfect Health Coaching Business Plan Software:

• Simple to Use: Carepatron offers a user-friendly interface that eliminates the need for extensive training. It allows you to focus on your clients rather than navigating complex software, making it an optimal choice for health coaches.
• Globally Compliant: With adherence to worldwide security requirements like HIPAA, GDPR, and HITRUST, Carepatron ensures your work and client data remain safe and secure.
• Comprehensive Suite of Features: Carepatron provides many essential tools for managing your health coaching business. These include:
• Efficient Client Management: Maintain and access your client information effortlessly.
• Streamlined Appointment Scheduling: Coordinate and manage appointments without the hassle.
• Hassle-free Billing: Keep track of your finances with ease.
• Built for Collaboration: Carepatron facilitates effective sharing across your team, professional network, and clients as if everyone were co-located, fostering better communication and coordination.
• Tracking and Alignment with the Business Plan: Carepatron allows you to integrate your business plan into your day-to-day operations seamlessly. It helps you stay aligned with your business objectives and enables you to track your progress effectively.

Supported by a global community of users, Carepatron works diligently to deliver a beautiful experience every day, making it an excellent choice for your Health Coaching Business Plan app. Sign up today!

• https://smallbusiness.chron.com/business-planning-performance-2535.html  
• http://www.mim.ac.mw/books/Bygrave's%20Entrepreneurship%202nd%20Edition.pdf   ‍
• https://openstax.org/books/entrepreneurship/pages/11-4-the-business-plan

Commonly asked questions

Primarily, health coaches use it to structure, manage, and grow their businesses.

It is used during the inception of a health coaching business, while seeking funding, and for strategic growth planning.

It outlines the business's vision, mission, strategies, and operational and financial plans. It helps in tracking progress and making informed business decisions.

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Health Coaching Business Plan [Sample Template]

By: Author Tony Martins Ajaero

Home » Business Plans » Medical and Healthcare

Are you about starting a health coaching company? If YES, here is a complete sample health coaching business plan template & feasibility report you can use for FREE .

The fact that people want to live healthy means that they will do whatever it takes to achieve that goal including exercising and eating right and that is where a health coach comes in. Health coaches are knowledgeable on how exercise, lifestyle and foods affect the health, physiology and well-being of a person.

They help guide people to live a healthy life. If you want to partake in this thriving industry, then you need to obtain all the necessary licenses and certifications.

A Sample Health Coaching Business Plan Template

1. industry overview.

The Health Coaching Services industry includes health practitioners who have a bachelor’s degree in health science or any health related field, licensure, certification or registration and primarily advise on matters of healthcare. These practitioners operate private or group practices in their own offices or in the facilities of others, including hospitals or other medical centers.

A close study of the Health Coaching Services industry shows that the industry is thriving in the united states as a result of loads of Americans facing obesity and other health challenges, with skyrocketing levels of diabetes, heart disease and other chronic diseases. As a result, demand for the Health Coaching Services has increased and is expected to continue to rise significantly.

Wellness, maintenance and disease prevention have become some of the buzzwords circulating among people who are becoming increasingly concerned about what they eat and how it affects their health. The industry has a positive outlook due to increasing emphasis on disease prevention through improved exercise and dietary habits. Growing focus on preventive care services and public interest in nutrition will also underpin demand.

A recent report published by IBISWORLD shows that the four regions that encompass the greatest percentages of health and wellness centers include the Southeast (22.6 percent of establishments), the Mid-Atlantic (18.7 percent), the West (16.2 percent), and the Great Lakes (15.3 percent).

Together these four regions account for 72.9 percent of total establishments. The report also shows that other regions including the Southwest and Rocky Mountains account for an estimated 9.0 percent and 3.8 percent, respectively.

Geographic analysis by state indicates that wellness centers are primarily located in California (11.0 percent of establishments), New York (7.1 percent), Texas (5.9 percent), and Florida (5.5 percent). However, the Southeast accounts for the largest region due to its high senior population. The distribution and location of establishments is strongly correlated to population spread.

The Health Coaching industry is a thriving sector of the economy of the United States of America and they generate over $10 billion annually from more than 147,506 registered and licensed healthcare consulting firms cum health coaches scattered all around the country.

The industry is responsible for the employment of over 195,499 people. Experts project the industry to grow at a 2.3 percent annual rate within 2012 and 2017. It is important to state that there is no single organization that has a lion share of the market in the industry.

The demand for the services offered by health coaches grow when public confidence declines and people’s ability to handle the issues on their own wanes. When the housing bubble burst and the US economy fell into a recession, consumer confidence plummeted.

However, as the economy slowly continues to recover and consumer confidence returns, demand for the services of health coaches is expected to grow. High-income households will serve as the primary vehicle of growth for the industry.

The key attributes needed to make good success from the trade is robust knowledge, patience, enthusiasm, passion about the specific area to be handled, and constant positivity. You are also expected to be highly proactive.

2. Executive Summary

McIntosh Jason & Co® Health Coaching Firm, LLC is a licensed healthcare consulting firm that is specialized in helping clients overcome their health challenges and ultimately achieve their personal health goals.

The scope of our business offerings covers areas such as health coaching cum counseling, planning and monitoring exercise programs, planning and monitoring food programs, planning and monitoring nutrition programs, promoting healthy eating habits and encouraging regular medical checkups. Our business will be located in a populated residential estate in Las Cruces – New Mexico, United States of America.

McIntosh Jason & Co® Health Coaching Firm, LLC provides broad – based health coaching related services at an affordable fee that won’t in any way put a hole in the pocket of our clients. We will ensure that we work hard to meet and surpass all our clients’ expectations as it relates to their personal health goals whenever they hire our services.

At McIntosh Jason & Co® Health Coaching Firm, LLC, our clients’ overall best interest would always come first, and everything we do is guided by our values and professional ethics.

We will ensure that we hire professional and certified health coaches; exercise psychologists, nutritionists and dietitians with various skills set who are well experienced and passionate in helping our clients achieve their personal health goals within record time.

McIntosh Jason & Co® Health Coaching Firm, LLC will at all times demonstrate her commitment to sustainability, both individually and as a health coaching firm, by actively participating in our communities and integrating sustainable business practices wherever possible.

We will ensure that we hold ourselves accountable to the highest standards by meeting our clients’ needs precisely and completely.

Our overall business goal is to position our health coaching firm to become the leading nutrition consulting brand in the industry in the whole of Las Cruces – New Mexico, and also to be amongst the top 10 health coaching firms in the United States of America within the first 5 years of operation.

McIntosh Jason & Co® Health Coaching Firm, LLC is founded by Dr. McIntosh Jason and he will run the business with his business partner, Dr. Lance Pearson. Dr. McIntosh is a certified and renowned health coach and exercise psychologist and Dr. Lance Pearson is a certified and licensed nutritionist and dietitian.

They both have a combined experience of over 20 years working with top government officials, corporate executives, celebrities and sports people both in the United States of America and Canada.

3. Our Products and Services

McIntosh Jason & Co® Health Coaching Firm, LLC is going to offer varieties of services within the scope of the Health Coaching Services industry in the United States of America.

Our intention of starting our health coaching business is to help our clients overcome their health challenges, achieve their personal health goals and improving their overall wellbeing and of course to make profits. Our service offerings are listed below;

• Health coaching cum counseling
• Planning and monitoring exercise programs
• Planning and monitoring food and nutrition programs
• Retailing of health and nutrition books and materials

4. Our Mission and Vision Statement

• Our vision is to build a highly competitive and effective health coaching business that will become the number one choice in Las Cruces – New Mexico and the whole of the United States of America.
• Our mission is to provide affordable, professional and highly effective health coaching services to a wide range of clients that cuts across different divides.
• We want to position McIntosh Jason & Co® Health Coaching Firm, LLC to become one of the leading health coaching brand in the industry in the whole, and also to be amongst the top 10 health coaching firms in the United States of America within the first 5 years of operation.

Our Business Structure

McIntosh Jason & Co® Health Coaching Firm, LLC, intends starting small in Las Cruces – New Mexico, but hopes to grow big in order to compete favorably with leading firms in the Health Coaching Services industry. We are aware of the importance of building a solid business structure that can support the kind of business we want to own. This is why we are committed to only hire the best hands within our area of operation.

At McIntosh Jason & Co® Health Coaching Firm, LLC, we will ensure that we hire people that are qualified, hardworking, creative, passionate, result driven, customer centric and are ready to work to help us build a prosperous business that will benefit all the stake holders.

As a matter of fact, profit-sharing arrangement will be made available to all our senior management staff/partners and it will be based on their performance for a period of five years or more as agreed by the board of trustees of the company. In view of the above, we have decided to hire qualified and competent hands to occupy the following positions;

• Principal Partner / Chief Health Coach
• Health Coach (Nutritionist and Dietitian)
• Exercise Psychologist

Office Administrator

• Marketing Executives

Client Service Executive

5. Job Roles and Responsibilities

Principal Partner / Chief Executive Officer:

• Increases management’s effectiveness by recruiting, selecting, orienting, training, coaching, counseling, and disciplining managers; communicating values, strategies, and objectives; assigning accountabilities; planning, monitoring, and appraising job results
• Creating, communicating, and implementing the organization’s vision, mission, and overall direction – i.e. leading the development and implementation of the overall organization’s strategy.
• Responsible for fixing prices and signing business deals
• Responsible for providing direction for the business
• Responsible for signing checks and documents on behalf of the company
• Evaluates the success of the organization

Health Coach (Nutritionist and Dietitians)

• Assess patients’ health needs and diet
• Counsel patients on nutrition issues and healthy eating habits
• Develop meal plans, taking both cost and clients’ preferences into account
• Evaluate the effects of meal plans and change the plan as needed
• Promote better nutrition by speaking to groups about diet, nutrition, and the relationship between good eating habits and preventing or managing specific diseases
• Keep up with the latest health and nutritional science research
• Write reports to document patient progress

Exercise Physiologist

• Responsible for evaluating, researching, and providing advice on coaching.
• Responsible for training
• Engage in recovery practices in all areas of exercise and rehabilitation
• Provide timely information and support on injury prevention, technique analysis, and nutrition
• Create training rosters for members
• Assist members during exercise session
• Guide members on how to make use of gym and fitness equipment
• Handle any other duty as assigned by the manager
• Responsible for overseeing the smooth running of HR and administrative tasks for the organization
• Maintains office supplies by checking stocks; placing and expediting orders; evaluating new products.
• Ensures operation of equipment by completing preventive maintenance requirements; calling for repairs.
• Defining job positions for recruitment and managing interviewing process
• Carrying out induction for new team members
• Responsible for training, evaluation and assessment of employees
• Responsible for arranging travel, meetings and appointments
• Oversee the smooth running of the daily activities for the organization.

Marketing Executive

• Identify, prioritize, and reach out to new clients, and business opportunities et al
• Identifies development opportunities; follows up on development leads and contacts
• Responsible for supervising implementation, advocate for the customer’s needs, and communicate with clients
• Documents all customer contact and information
• Represents McIntosh Jason & Co® Health Coaching Firm, LLC in strategic meetings
• Helps to increase sales and growth for the organization
• Responsible for preparing financial reports, budgets, and financial statements for the organization
• Provides managements with financial analyses, development budgets, and accounting report
• Responsible for financial forecasting and risks analysis.
• Performs cash management, general ledger accounting, and financial reporting for one or more properties.
• Responsible for developing and managing financial systems and policies
• Responsible for administering payrolls
• Ensuring compliance with taxation legislation
• Handles all financial transactions for the organization
• Serves as internal auditor for the organization.
• Welcomes clients and visitors by greeting them in person or on the telephone; answering or directing inquiries.
• Ensures that all contacts with clients (e-mail, walk-In center, SMS or phone) provides the client with a personalized customer service experience of the highest level
• Through interaction with clients on the phone, uses every opportunity to build client’s interest in the company’s products and services
• Manages administrative duties assigned by the principal partners in an effective and timely manner
• Consistently stays abreast of any new information on the organizations’ products, promotional campaigns etc. to ensure accurate and helpful information is supplied to clients when they make enquiries
• Receives parcels/documents for the organization.

6. SWOT Analysis

McIntosh Jason & Co® Health Coaching Firm, LLC engaged the services of a professional in the area of business consulting and structuring to assist our organization in building a well – structured health coaching business that can favorably compete in the highly competitive Health Coaching Services industry.

Part of what the team of business consultant did was to work with the management of our organization in conducting a SWOT analysis for McIntosh Jason & Co® Health Coaching Firm, LLC. Here is a summary from the result of the SWOT analysis that was conducted on behalf of McIntosh Jason & Co® Health Coaching Firm, LLC;

Our core strength lies in our ability to attract local support and frequent referrals, having a high prior success rate and recommendation/accreditation from authoritative source. So also, we have a team that are considered experts in the industry, a team with excellent qualifications and experience in the industry.

Aside from the synergy that exist in our carefully selected team members and our strong online presence, McIntosh Jason & Co® Health Coaching Firm, LLC is well positioned in a community with the right demography and we know we will attract loads of clients from the first day we open our doors for business.

As a new health coaching firm in Las Cruces – New Mexico, it might take some time for our organization to break into the market and gain acceptance especially from top profile clients in the fast – growing Health Coaching Services industry; that is perhaps our major weakness.

• Opportunities:

Growing focus on preventive care services and nutrition will strengthen demand. So also, an aging population will create opportunities for industry services in institutionalized care settings.

This goes to show that the opportunities in the Health Coaching Services industry is massive considering the number of individuals who would want to overcome their health challenges and achieve their health goal. As a standard health coaching firm, we are ready to take advantage of any opportunity that comes our way.

Some of the threats that we are likely going to face as a health coaching firm operating in the United States of America are unfavorable government policies that might affect businesses such as ours, the arrival of a competitor within our location of operation and global economic downturn which usually affects spending/purchasing power. There is hardly anything we can do as regards these threats other than to be optimistic that things will continue to work for our good.

7. MARKET ANALYSIS

• Market Trends

The trend in the Health Coaching Services industry shows that in the last half a decade, the industry has grown consistently. With the growing population of obese people in the United States, health coaching services are needed regardless of economic conditions, which insulate the industry from economic fluctuations.

Going forward, as people continue to be employed and regain a steady income, private health insurance will become more affordable, prompting consumers to seek health coaching services when needed.

The trend in the Health Coaching Services industry is such that if you want to be ahead of your competitors, you should acquire as much certifications as possible and you should be able to have loads of testimonies from your clients. The truth is that if your clients experienced huge difference in their overall well – being as a result of hiring your services, then they will be compelled to help promote your organization.

Another notable trend in this industry is the influence of technology; the advent of technology is responsible for the increase in income generated by health coaches all over the world. With technology, it is now easier for health coaches to work with their clients that are thousands of kilometers away from them. Tools like video calling / Skype, YouTube, live chat and Webcast et al are being used by health coach to coach clients in different parts of the world.

8. Our Target Market

The target market for health coaching firms is all encompassing. McIntosh Jason & Co® Health Coaching Firm, LLC is a professional and licensed health coaching firm that is specialized in helping her clients overcome health challenges, achieve their health personal goals.

Our target market as a health coaching firm cuts across people from all walks of life. We are coming into the Health Coaching Services industry with a business concept and company’s profile that will enable us work with the clients from different backgrounds and different status.

Below is a list of the clients that we have specifically designed services for;

• Working class adults/corporate executives
• Politicians
• Business people / entrepreneurs
• Government officials
• Celebrities
• Sports men and women
• College students
• People undergoing depression
• Senior citizens

Our competitive advantage

No doubt, the Health Coaching Services industry is indeed a very prolific and highly competitive industry. Clients will only hire your services if they know that you can help them overcome their health challenges.

We are quite aware that to be highly competitive in the Health Coaching Services industry means that you should be able to deliver consistent quality service, our clients should be able to experience remarkable difference and improvement and we should be able to meet the expectations of our clients at all times.

McIntosh Jason & Co® Health Coaching Firm, LLC might be a new health coaching firm, but the management team are highly qualified health coaches that can help her clients overcome their health challenges and achieve their personal health goal within a short period of time.

Aside from our robust experience and expertise of our health coaches, we have a very strong online presence that will enable us work with clients in different parts of the world from our online portals.

Lastly, our employees will be well taken care of, and their welfare package will be among the best within our category in the industry. It will enable them to be more than willing to build the business with us and help deliver our set goals and achieve all our business aims and objectives.

9. SALES AND MARKETING STRATEGY

• Sources of Income

McIntosh Jason & Co® Health Coaching Firm, LLC is established with the aim of maximizing profits in the Health Coaching industry and we are going to go all the way to ensure that we do all it takes to attract clients on a regular basis.

McIntosh Jason & Co® Health Coaching Firm, LLC will generate income by offering the following services;

10. Sales Forecast

One thing is certain, there would always be individuals who would need the services of health coaches in other for them to overcome their eating challenges and achieve their personal health goals and also to enable them become peak performers in their careers and in their family life. This is the major reason why the services of health coaching firms will always be needed.

We are well positioned to take on the available market in Las Cruces – New Mexico and we are quite optimistic that we will meet our set target of generating enough income / profits from the first six months of operation and grow our health coaching business and our clientele base.

We have been able to critically examine the health coaching market, we have analyzed our chances in the industry and we have been able to come up with the following sales forecast. Below are the sales projections for McIntosh Jason & Co® Health Coaching Firm, LLC, it is based on the location of our health coaching firm and of course the wide range of services that we will be offering;

• First Fiscal Year: $150,000
• Second Fiscal Year: $350,000
• Third Fiscal Year: $750,000

N.B : This projection was done based on what is obtainable in the industry and with the assumption that there won’t be any major economic meltdown and there won’t be any major competitor offering same services as we do within same location. Please note that the above projection might be lower and at the same time it might be higher.

• Marketing Strategy and Sales Strategy

We are mindful of the fact that there are stiffer competitions amongst health coaching firms in the United States of America; hence we have been able to hire some of the best marketing experts to handle our sales and marketing.

Our sales and marketing team will be recruited based on their vast experience in the industry and they will be trained on a regular basis so as to be equipped to meet their targets and the overall goal of McIntosh Jason & Co® Health Coaching Firm, LLC. We want to build a standard health coaching business that will leverage on word of mouth advertisement from satisfied clients.

Our goal is to grow McIntosh Jason & Co® Health Coaching Firm, LLC to become one of the top 10 health coaching firms in the United States of America which is why we have mapped out strategies that will help us take advantage of the available market and grow to become a major force to reckon with in Las Cruces – New Mexico.

McIntosh Jason & Co® Health Coaching Firm, LLC is set to make use of the following marketing and sales strategies to attract clients;

• Introduce our health coaching firm by sending introductory letters alongside our brochure to corporate organizations, religious organizations, households and key stake holders in and around Las Cruces – New Mexico.
• Print out fliers and business cards and strategically drop them in offices, libraries, public facilities and train stations et al.
• Use friends and family to spread word about our health coaching firm
• Post information about our health coaching firm on bulletin boards in places like schools, libraries, and local coffee shops.
• Place a small or classified advertisement in the newspaper, or local publication about our health coaching firm
• Advertise our health coaching firm in relevant educational magazines, newspapers, TV and radio stations.
• Attend relevant educational expos, seminars, and business fairs et al
• Engage direct marketing approach
• Encourage word of mouth marketing from loyal and satisfied clients.

11. Publicity and Advertising Strategy

We have been able to work with our brand and publicity consultants to help us map out publicity and advertising strategies that will help us walk our way into the heart of our target market. We are set to become the number one choice for clients in the whole of Las Cruces – New Mexico which is why we have made provisions for effective publicity and advertisement of our business.

Below are the platforms we intend to leverage on to promote and advertise McIntosh Jason & Co® Health Coaching Firm, LLC;

• Place adverts on both print (community based newspapers and magazines) and electronic media platforms
• Sponsor relevant community based events/programs
• Leverage on the internet and social media platforms like; Instagram, Facebook, Twitter, YouTube, Google + et al to promote our brand
• Install our billboards in strategic locations all around Las Cruces – New Mexico.
• Distribute our fliers and handbills in target areas
• List our health coaching firm in local directories / yellow pages
• Advertise our life health coaching firm in our official website and employ strategies that will help us pull traffic to the site.
• Ensure that all our staff members wear our branded shirts and all our vehicles are well branded with our schools’ logo et al.

12. Our Pricing Strategy

Counseling and coaching services are billed on per hour billing rate and flat fees on a weekly or monthly basis as it applies. As a result of this, McIntosh Jason & Co® Health Coaching Firm, LLC will charge our clients flat fees except for few occasions where there will be need for us to charge special clients on hourly basis.

At McIntosh Jason & Co® Health Coaching Firm, LLC we will keep our fees below the average market rate by keeping our overhead low and by collecting payment in advance. In addition, we will also offer special discounted rates to all our clients at regular intervals.

• Payment Options

The payment policy adopted by McIntosh Jason & Co® Health Coaching Firm, LLC is all inclusive because we are quite aware that different customers prefer different payment options as it suits them but at the same time, we will ensure that we abide by the financial rules and regulation of the United States of America.

Here are the payment options McIntosh Jason & Co® Health Coaching Firm, LLC will make available to her clients;

• Payment via bank transfer
• Payment with cash
• Payment via online bank transfer
• Payment via mobile money
• Payment via Point of Sales Machines (POS Machines)
• Payment via check

In view of the above, we have chosen banking platforms that will enable our client make payment for our services without any stress on their part. Our bank account numbers will be made available on our website and promotional materials.

13. Startup Expenditure (Budget)

Starting a health coaching firm can be cost effective because on the average, you are not expected to acquire expensive machines and equipment. What you should be concerned about is the amount needed to secure a standard office facility in a good and busy business district, the amount needed to furniture and equip the office, pay bills, promote the business and obtain the appropriate business license and certifications.

However, this is what it would cost us to start our own standard health coaching firm in the United States of America;

• Business incorporating fees in the United States of America will cost – $750.
• The budget for liability insurance, permits and license will cost – $3,500
• Acquiring an office space that will accommodate the number of employees we intend employing for at least 6 months (Re – Construction of the facility inclusive) will cost – $35,000.
• Equipping the office (computers, printers, projectors, markers, pens and pencils, furniture, telephones, filing cabinets, and electronics) will cost – $10,000
• The cost for accounting software, CRM software and Payroll Software – $3,000
• Phone and Utilities (gas, sewer, water and electric) deposits – ($3,500).
• The cost for launching an official website will cost – $500
• Amount need to pay bills and staff members for at least 2 to 3 months – $70,000
• Additional Expenditure such as Business cards, Signage, Adverts and Promotions will cost – $5,000
• Miscellaneous – $5,000

Going by the report from the market research and feasibility studies conducted, we will need about one hundred and fifty thousand (150,000) U.S. dollars to successfully set up a medium scale but standard health coaching firm in the United States of America.

Generating Funds/Startup Capital for McIntosh Jason & Co® Health Coaching Firm, LLC

McIntosh Jason & Co® Health Coaching Firm, LLC is a partnership business that will be owned by Dr. McIntosh Jason and his business partner, Dr. Lance Pearson. They are the only financiers of the business which is why they decided to restrict the sourcing of the startup capital for the business to just three major sources.

• Generate part of the startup capital from personal savings and sale of his stocks
• Generate part of the startup capital from friends and other extended family members
• Generate a larger chunk of the startup capital from the bank (loan facility).

N.B: We have been able to generate about $50,000 (Personal savings $35,000 and soft loan from family members $15,000) and we are at the final stages of obtaining a loan facility of $100,000 from our bank. All the papers and documents have been duly signed and submitted, the loan has been approved and any moment from now our account will be credited.

14. Sustainability and Expansion Strategy

The future of a business lies in the number of loyal customers that they have, the capacity and competence of their employees, their investment strategy and the business structure. If all of these factors are missing from a business, then it won’t be too long before the business close shop.

One of our major goals of starting McIntosh Jason & Co® Health Coaching Firm, LLC is to build a business that will survive off its own cash flow without injecting finance from external sources once the business is officially running.

We know that one of the ways of gaining approval and winning customers over is to offer our health coaching services a little bit cheaper than what is obtainable in the market and we are prepared to survive on lower profit margin for a while.

McIntosh Jason & Co® Health Coaching Firm, LLC will make sure that the right foundation, structures and processes are put in place to ensure that our staff welfare are well taken of. Our company’s corporate culture is designed to drive our business to greater heights and training and retraining of our workforce is at the top burner of our business strategy.

We know that if that is put in place, we will be able to successfully hire and retain the best hands we can get in the industry; they will be more committed to help us build the business of our dreams.

Check List/Milestone

• Business Name Availability Check : Completed
• Business Incorporation: Completed
• Opening of Corporate Bank Accounts: Completed
• Opening Online Payment Platforms: Completed
• Application and Obtaining Tax Payer’s ID: In Progress
• Application for business license and permit: Completed
• Purchase of Insurance for the Business: Completed
• Leasing a standard office facility in a good location plus reconstruction: In progress
• Conducting Feasibility Studies: Completed
• Generating part of the startup capital from the founders: Completed
• Writing of Business Plan: Completed
• Drafting of Employee’s Handbook: Completed
• Drafting of Contract Documents : In Progress
• Design of Logo for the school: Completed
• Printing of Promotional Materials: Completed
• Recruitment of employees: In Progress
• Purchase of the needed software apps, furniture, office equipment, electronic appliances and facility facelift: In progress
• Creating Official Website for the business: In Progress
• Creating awareness for the business in Las Cruces – New Mexico: In Progress
• Health and Safety and Fire Safety Arrangement: In Progress
• Establishing business relationship with vendors and key players in various industries: In Progress

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How to Create a Health Coach Business Plan

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Through fostering a positive mindset around health and well-being, health coaches empower and motivate their clients to become experts on their health. Health coaches have the tools and knowledge to share with their clients about holistic health and how to enact sustainable behavioral changes.

Coaches empower clients to learn what makes them feel good, not just what they’ve been told is “healthy” or what they “should” or “shouldn’t” do as it relates to their health. They guide clients toward sustainable diet and lifestyle changes by equipping them with the mental and emotional tools to achieve great health, such as how to find the foods and lifestyle practices that work for them.

Health coaches can work in many different roles including at doctor’s offices, hospitals, spas, schools, gyms, and wellness centers. Many coaches begin their journey into small business ownership by creating their own health coaching business. But creating and building a successful business doesn’t happen overnight or without hard work – and you can set yourself up for success by creating a business plan.

What is a Business Plan?

Business plans are just what they sound like: a way to guide you through the stages of starting and managing a business. Business plans act as a map for how to structure, run, and grow your business, and they can be (and should be) tailored to you and your business’s unique needs. Your business plan can also aid in securing funding or new business partnerships. Investors will look for proof they’ll see a return on their investment, and your business plan is the tool you’ll use to convince them.

What to Include in Your Business Plan

As you create your business plan, you may come across competitive advantages you didn’t know you had or discover obstacles you need to overcome before you start taking on clients. Writing a business plan is a chance to outline how you want to run your business, and it can keep you accountable down the road.

Executive summary

This brief introduction to your business plan gives an overview of your company, skills, service offerings, and how you plan to run your health coaching business. Think of this section as the highlights – it needs to be able to draw people in.

Industry overview

People not currently involved in the health and wellness fields may not know what Health Coaches are or what they do. This section should cover the health coaching industry and where you fit into it. Use facts and statistics to back up your claims – like the fact that holistic Health Coaches contribute to improving health outcomes.

Mission statement

The mission statement of your business should be a direct, short statement that highlights your overall strategy and goals for your business. Your mission statement is the “why” behind your business; it shows potential investors the person behind the company.

Business structure and operations plan

This section will show who is involved with your health coaching business and how their roles contribute to its success. If you’re the sole proprietor and are running a one-person show, you can use this section to explain your credentials and discuss your earlier experience as a Health Coach. Make a clear and compelling statement about the unique value your company brings to the market.

The operations plan should explain the organization of how your business will run. How will you gain clients? Who will handle the day-to-day operations (if not you)? How will you be generating revenue? In this section, consider how your clients will be communicating with you, how you’ll interact with them , and how you’ll turn those interactions into long-term revenue streams. Discuss how you’ll measure what success looks like for your business.

Description of services

Describe what you’re selling or the services you offer. Explain how this will help clients and how you’ll keep them on long-term. The services section can also describe what clients can achieve with the help of your coaching business. Will you offer one-on-one meetings with clients ? Meal plan and create workout regimens? Provide financial counseling? Outline every service you intend to offer.

Target market and competition analysis

This section of your business plan may have been completed much earlier on in your business development process – conducting a SWOT analysis is a smart first step when coming up with any business idea. A SWOT analysis considers the Strengths, Weaknesses, Opportunities, and Threats of your business or the health and wellness community. Strengths and Weaknesses look specifically at the business’s inner workings, where Opportunities and Threats focus on your specific industry and the market.  

Once the SWOT analysis is completed, you should identify your ideal clients, target markets, and preferred customers. You can create one or two examples of the people you’re looking to attract to your health coaching business. These examples should highlight who your clients will be, what their lives and health look like, what they want to achieve, and any other demographics that can help you identify potential clients in your marketing plan.

Marketing plan

The marketing section of your business plan should explain how you’ll reach your target market through advertising and marketing. This should include what social media platforms you’ll be using (and their potential for conversion), how you’ll utilize your website, where and when you’ll advertise, if you’ll be partnering with any public relations firms or influencers, and your launch and pre-launch marketing plans. Provide examples of any flyers, ads, business cards, or branding guidelines that showcase your business.

Pricing overview

Detail the prices you will offer for your services and how they compare to your competitors. This should include any discounts you plan to offer, how you’ve come to the amount you’re charging, and any fees you anticipate having clients incur. You can also detail how you’ll coordinate bookings for appointments and point-of-sale solutions for processing payments.

Financial projections

The goal of this section is to show that your health coaching business will be successful financially. This section is incredibly important when it comes to seeking investors. They want to know that they’ll get their money back, should they support your business. Highlight featured services, explore the cost of running your business and your profit margins, and establish your revenue goals.

If you’ve got an already-established business, include income statements, balance sheets, and cash flow statements for the last three to five years. Use graphs and charts to tell the financial story of your business and what you hope to achieve.

The Bottom Line

Consistency is key when it comes to marketing yourself, and Integrative Nutrition’s IINBiz platform offers done-for-you content specifically curated for wellness entrepreneurs. IINBiz a premier marketing platform that provides graduates with ready-to-use marketing materials like client forms, handouts, newsletter templates, webinars, and more – to its graduates.

Starting any new business can be a daunting task, so it’s important to remember that you don’t need to be perfect to get started - but having a plan can help you start off strong. Starting with set goals, financial objectives, marketing strategies, and other targets will help keep your business on the path forward.

Katy holds a bachelor’s in English with a concentration in creative writing and advertising from Rider University. After jobs in the field of finance, she wanted to transition to an industry that focused on helping others be their best selves, and discovered IIN.

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Coaching Business Plan Template

Written by Dave Lavinsky

Coaching Business Plan

You’ve come to the right place to create your Coaching business plan.

We have helped over 1,000 entrepreneurs and business owners create business plans and many have used them to start or grow their Coaching businesses.

Below is a template to help you create each section of your Coaching business plan.

Executive Summary

Business overview.

Premier Health Coaching Services Is a startup health coaching company located in Seattle, Washington. The company is founded by Tracy Hoffman, a health coach who holds a Master of Science degree in Food Science and Nutrition from the University of Washington. She is a certified health coach in the state of Washington, and has successfully counseled over 300 clients during the past six years as a health coach employed by a corporate medical health plan provider. Her expertise has brought her “celebrity” status. Her blog and podcasts have brought over 20,000 followers as she speaks about nutrition and health matters. Her client base of over 300 clients has already committed to follow her when she makes this professional move to start her own company, Premier Health Coaching Services.

Premier Health Coaching Services will provide a comprehensive array of health-related products and services, including holistic care, skeletal and muscular alignments, sports nutrition, nutrition and diet support, balanced lifestyle counseling and other health services. This will be a broad-based service, meeting the needs of individuals from all walks of life and in all health-conditional lifestyles. Premier Health Coaching Services will be the top-performing health coaching company within the Seattle, Washington regional area.

Product Offering

The following are the services that Premier Health Coaching Services will provide:

• Individual and group health coaching services
• Nutritional and physiological body assessments
• Skeletal and muscular alignments
• Holistic healing: aromatherapy, acupuncture, massage
• Physical therapist services
• Weight assessment and counseling
• Work-life balance alignments
• Balanced lifestyle counseling
• Product sales: nutritional supplements; health-related products

Customer Focus

Premier Health Coaching Services will target everyone in the Seattle, Washington regional area, including Bellingham and other outlying areas. In particular, they will target those individuals who seek assistance with physically therapeutic and lifestyle balance services. They will also target those individuals who are sports professionals and those who are dedicated to a sports lifestyle. Adults of all ages, including seniors, will be targeted as customers and Premier Health Coaching Services will address the needs and serve each individual with the best possible service and support team.

Management Team

Premier Health Coaching Services will be owned and operated by Tracy Hoffman. She has recruited her former associates, John Blackwell and Melissa Rodriquez, to become associates in leading her team.

Tracy Hoffman holds a Master of Science degree in Food Science and Nutrition from the University of Washington. She is a certified health coach in the state of Washington and has successfully counseled over 300 clients during the past six years as a health coach employed by a corporate medical health plan provider. Her expertise has brought her “celebrity” status, and her blog and podcasts have brought over 20,000 followers as she speaks about nutrition and health matters. Her client base of over 300 clients has already committed to follow her when she makes this professional move to start her own company, Premier Health Coaching Services.

John Blackwell is a well-known and much-admired health coach, overseeing 100 clients on a regular basis. He specializes in sports nutrition and already has the commitment from each client to follow him as he makes this professional move to Premier Health Coaching Services.

Melissa Rodriquez is much-beloved by her weight management and nutritional balance clients and is known for her emphasis on holistic solutions to health problems. Her client base of over 100 clients has committed to follow her as she makes this professional move to Premier Health Coaching Services.

Success Factors

Premier Health Coaching Services will be able to achieve success by offering the following competitive advantages:

• Friendly, knowledgeable, and highly qualified team of professional health coaches, counselors, nutritional experts, and holistic care providers.
• A comprehensive menu of services available during daytime and evening hours, including health coaching, lifestyle and nutritional coaching, holistic care, physical therapy and natural health and healing products.
• Premier Health Coaching Services offers modest pricing, setting a price structure that best meets the health insurance plans of all individuals. Comparatively, the service is a lower-cost option than competitors.
• Products offered, including nutritional supplements and natural health products, are priced lower than retail health food stores.

Financial Highlights

Premier Health Coaching Services is seeking $200,000 in debt financing to launch its Premier Health Coaching Services. The funding will be dedicated toward securing the location space and purchasing office equipment and supplies. Funding will also be dedicated towards three months of overhead costs to include payroll of the staff, rent, and marketing costs for the marketing campaigns. The breakout of the funding is below:

• Office space build-out: $20,000
• Office equipment, supplies, and materials: $10,000
• Three months of overhead expenses (payroll, rent, utilities): $150,000
• Marketing costs: $10,000
• Working capital: $10,000

The following graph outlines the pro forma financial projections for Premier Health Coaching Services.

Company Overview

Who is premier health coaching services.

Premier Health Coaching Services is a newly established full-service coaching and health management company in Seattle, Washington. Premier Health Coaching Services will be the most reliable, total health-directed, and effective choice for clients throughout Seattle and the surrounding communities. Premier Health Coaching Services will provide a comprehensive slate of coaching services, natural health treatments, and natural products for all clients to utilize. Their full-service approach includes an extensive list of health and holistic-related services and products.

  Premier Health Coaching Services will be able to manage and service up to 50 clients at any time, with the ability to increase hours of operation to add more clients. The team of professionals are highly qualified, certified, and experienced in coaching, life-balance counseling and nutritional health. Premier Health Coaching Services removes all the headaches and issues of searching for and finding the right fit for the services of various coaches in multiple locations, as all services are now offered under one roof. In addition, Premier Health Coaching Services will be known for delivering the best customer service.

Premier Health Coaching Services History

Since incorporation, Premier Health Coaching Services has achieved the following milestones:

• Registered Premier Health Coaching Services, Inc. to transact business in the state of Washington.
• Has over 50 client contracts already in place with Premier Health Coaching Services. Has natural health providers in acupuncture, massage, aromatherapy, and physical therapy under long-term contracts.
• Began recruiting a staff of assistants and office personnel at Premier Health Coaching Services.

Premier Health Coaching Services

The following will be the services Premier Health Coaching Services will provide:

Industry Analysis

The health coaching and related services industry is currently at $15,653M, and is expected to grow over the next five years to over $23,587M in 2028, with a CAGR of over 7% during the forecast years. This substantial increase will be due to clients who are increasingly aware and in need of better performance in physical activity, nutrition and eating habits, weight management, diabetes prevention, and medication adherence.

These specific areas are all covered under health coaching, group coaching and lifestyle coaching, which are increasingly in step with the continued growth and concern regarding these health-condition specific issues.

The growth will be driven by key players in the industry, such as major health insurance companies, governmental oversight and other agencies, who will adopt effective strategies to combat continuing health conditions. As they do; the industry sector is expected to expand further, presenting numerous opportunities for advancement.

Customer Analysis

Demographic profile of target market.

Premier Health Coaching Services will target those individuals requiring health coaching, nutritional counseling, holistic care and other natural services in Seattle, Washington. They will target former clients who may choose to contract for services with this new all-inclusive slate of services, those who are personal contacts through years of professional experience, corporations with employee health services under expiring contracts, and individuals who are referred by professionals throughout the region.

The precise demographics for Premier Health Coaching Services are:

Customer Segmentation

Premier Health Coaching Services will primarily target the following customer profiles:

• Individuals seeking contracted health coaching and life counseling services
• Insurance companies seeking expanded services for insured clients
• Corporations seeking health service contracts on behalf of employees
• Individuals seeking natural health and healing products

Competitive Analysis

Direct and indirect competitors.

Premier Health Coaching Services will face competition from other companies with similar business profiles. A description of each competitor company is below.

Pacific Health & Physical Therapy Group

Pacific Health and Physical Therapy Group provides muscular, skeletal and physical therapy for individuals who are referred to the service by employers under contract with the group. Contracts are yearly, endorsed by the corporate human resources managers. The group provides a variety of services for clients, including a therapy spa, physical therapy services, muscular and skeletal exercise routines, and other kinesiology-related services.

The promise by Pacific Health & Physical Therapy Group is to provide accurate, detailed plans to better the lives of their clients through muscular and physically therapeutic services. The emphasis is on corrective treatments, including exercise. The Pacific Health & Physical Therapy Group provides a 4-Step Treatment Plan that covers diagnosis; analysis of treatment; care routine; extended therapy. This is a plan that is personally designed for each client and care providers follow the plan during each client visit.

Seattle Physical Therapy Associates

Seattle Physical Therapy Associates is composed of ten physical therapists, each with a roster of clients who routinely book a minimum of twenty therapy visits each. This solidifies the basis for revenue for Seattle Physical Therapy Associates and creates an on-going program of increased health properties for clients as visits continue.

Seattle Physical Therapy Associates is focused on providing physical therapy; as such, the pricing for services is higher than other full-service centers. The motto is: Creating the Best Environment for Our Clients’ Best Results. Clients are treated at least twice a week, as physical therapy continues. As the favorite physical therapy group in Seattle, the company can demand higher pricing levels, and those levels are paid by primarily corporate clients, as a result.

Ballard Holistic Health Company

Ballard Holistic Health Company is headquartered in Ballard, located in northwest Seattle. The region is a mixed-population of older university students, young couples with children, and senior residents with longevity in the region. Housing is a mixture of condos converted to apartments, older single home dwellings and multi-use leased homes. The clientele for the Ballard Holistic Health Company is generally seeking holistic treatments as curative or preventative alternatives to western medicine. The company is housed in a former home, large enough to showcase natural health and healing products. Weekly classes directed to nutrition, healthy living styles, and vegan/vegetarian living topics are discussed in group sessions. Merchandise for sale includes books, tapes, vegan foods and protein alternatives, such as plant-based foods. Also offered are a wide array of natural health products and nutritional supplements.

Competitive Advantage

Premier Health Coaching Services will be able to offer the following advantages over their competition:

• A comprehensive, all-inclusive menu of services available during daytime and evening hours, including health coaching, lifestyle and nutritional coaching, holistic care, physical therapy and natural health and healing products.
• Products offered, including nutritional supplements and natural health products, are priced lower than direct competitors.

Marketing Plan

Brand & value proposition.

Premier Health Coaching Services will offer the following unique value proposition to its clientele:

• Highly-qualified team of certified professionals who are able to provide a comprehensive slate of services and products to meet consumer demand for solutions for medical conditions, lifestyle choices, and other physical or mind-body needs.
• Substantial number of long-term contracted clients, as well as corporate clients who utilize services for employees.
• Reliable natural health and healing products sold below retail costs at competitive natural product stores.
• Pricing structure for corporate and individual clients is modest and reasonable.

Promotions Strategy

The promotions strategy for Premier Health Coaching Services is as follows:

Word of Mouth/Referrals

Premier Health Coaching Services has built up an extensive list of contacts over the years by providing exceptional service and skilled expertise for clients. They have communicated to Premier Health Coaching Services that they will continue renewing their contracts because they are highly-satisfied with the services provided at the former place of business. Once advised by the professionals that they were leaving the former company, the clients were eager to sign new contracts to continue coaching services with Premier Health Coaching Services. Former and current clients were also willing to offer referrals and spread the word of the new company starting comprehensive services just ahead.

Professional Associations and Networking

Tracy Hoffman, John Blackwell and Melissa Rodriquez are each well-established within their chosen fields and will spread the word of the new startup within their professional associations. Networking among corporations within the region will also begin, as corporate clients can offer large, long-term contracts for employees who require multiple visits or treatments.

Social Media Marketing

With the high number of followers who track Tracy Hoffman, the use of social media marketing will be pivotal to the startup. Multiple social media marketing campaigns will be launched, identifying the professionals who are starting the company and inviting new followers to engage with each via posts and comments. Former and current clients will also be included in short video reels, offering testimonials regarding the service received by these professionals. A social media marketing manager will be hired for three months to cover the costs of startup campaigns.

Website/SEO Marketing

Premier Health Coaching Services will utilize the services of the social media marketing manager to create website content and images to announce the opening of the company. The website will be well organized, informative, and list all services that Premier Health Coaching Services is able to provide. The website will also list their contact information and link to an easy reservation site for clients to book appointments online. The social media marketing manager will also oversee SEO marketing tactics so that anytime someone types in the Google or Bing search engine “Seattle health coaching” or “natural health or holistic services”, Premier Health Coaching Services will be listed at the top of the search results.

The pricing of Premier Health Coaching Services will be moderate and on par with competitors so customers feel they receive value when purchasing their services.

Operations Plan

The following will be the operations plan for Premier Health Coaching Services. Operation Functions:

• Tracy Hoffman will be the Owner and President of the company. She will oversee all staff and manage client relations. She has spent several months recruiting the executive staff: members:
• John Blackwell, a well-known, certified, and much-admired health coach, will be the Vice President, overseeing 100 clients on a regular basis. He specializes in sports nutrition.
• Melissa Rodriquez, a professional counselor in weight management and nutritional balance, will be the Strategic Manager. Her client base of over 100 clients has committed to follow her as she makes this professional move to Premier Health Coaching Services.
• Gary Ragan, an accountant with ten years of experience, will become the Staff Accountant, providing all client accounting, tax payments, and monthly financial reporting.

Milestones:

Premier Health Coaching Services will have the following milestones complete in the next six months.

• 5/1/202X – Finalize contract to lease company staff, client and workroom space
• 5/15/202X – Finalize personnel and staff employment contracts for the Premier Health Coaching Services
• 6/1/202X – Finalize contracts for Premier Health Coaching Services corporate clients
• 6/15/202X – Begin networking at industry events
• 6/22/202X – Begin moving into the Premier Health Coaching Services building location
• 7/1/202X – Premier Health Coaching Services opens its office for business

Tracy Hoffman holds a Master of Science degree in Food Science and Nutrition from the University of Washington. She is a certified health coach in the state of Washington, who has successfully counseled over 300 clients during the past six years as a health coach employed by a corporate medical health plan provider. Her expertise has brought her “celebrity” status, as her blog and podcasts have brought over 20,000 followers. She is dedicated to nutrition and health-balance matters. Her client base of over 300 clients has already committed to follow her when she makes this professional move to start her own company, Premier Health Coaching Services.

Financial Plan

Key revenue & costs.

The revenue drivers for Premier Health Coaching Services are the fees they will charge to the clients for their services. Secondary revenue drivers will include the natural health and nutritional supplement products sold at the company location.

The cost drivers will be the overhead costs required in order to properly staff Premier Health Coaching Services. The expenses will be the payroll cost, rent, utilities, office supplies, and marketing materials.

Funding Requirements and Use of Funds

Premier Health Coaching Services is seeking $200,000 in debt financing to launch its health coaching and natural health service company. The funding will be dedicated toward securing the location space and purchasing office equipment and supplies. Funding will also be dedicated toward three months of overhead costs to include payroll of the staff, rent, and marketing costs for the social media marketing and association memberships. The breakout of the funding is below:

Key Assumptions

The following outlines the key assumptions required in order to achieve the revenue and cost numbers in the financials and in order to pay off the startup business loan.

• Number of Contracted Clients Per Month: 1,200
• Average Fees per Month: $50,000
• Office Lease per Year: $100,000

Financial Projections

Income statement, balance sheet, cash flow statement, coaching business plan faqs, what is a coaching business plan.

A coaching business plan is a plan to start and/or grow your coaching   business. Among other things, it outlines your business concept, identifies your target customers, presents your marketing plan and details your financial projections.

You can easily complete your Coaching  business plan using our Coaching Business Plan Template here .

What are the Main Types of Coaching Businesses?

There are a number of different kinds of coaching businesses , some examples include: Business coaching, Career coaching, Life coaching, Performance coaching, and Wellness coaching.

How Do You Get Funding for Your Coaching Business Plan?

Coaching businesses are often funded through small business loans. Personal savings, credit card financing and angel investors are also popular forms of funding.

What are the Steps To Start a Coaching Business?

Starting a coaching business can be an exciting endeavor. Having a clear roadmap of the steps to start a business will help you stay focused on your goals and get started faster.

1. Develop A Coaching Business Plan - The first step in starting a business is to create a detailed coaching business plan that outlines all aspects of the venture. This should include potential market size and target customers, the services or products you will offer, pricing strategies and a detailed financial forecast.

2. Choose Your Legal Structure - It's important to select an appropriate legal entity for your coaching business. This could be a limited liability company (LLC), corporation, partnership, or sole proprietorship. Each type has its own benefits and drawbacks so it’s important to do research and choose wisely so that your coaching business is in compliance with local laws.

3. Register Your Coaching   Business - Once you have chosen a legal structure, the next step is to register your coaching business with the government or state where you’re operating from. This includes obtaining licenses and permits as required by federal, state, and local laws.

4. Identify Financing Options - It’s likely that you’ll need some capital to start your coaching business, so take some time to identify what financing options are available such as bank loans, investor funding, grants, or crowdfunding platforms.

5. Choose a Location - Whether you plan on operating out of a physical location or not, you should always have an idea of where you’ll be based should it become necessary in the future as well as what kind of space would be suitable for your operations.

6. Hire Employees - There are several ways to find qualified employees including job boards like LinkedIn or Indeed as well as hiring agencies if needed – depending on what type of employees you need it might also be more effective to reach out directly through networking events.

7. Acquire Necessary Coaching   Equipment & Supplies - In order to start your coaching business, you'll need to purchase all of the necessary equipment and supplies to run a successful operation.

8. Market & Promote Your Business - Once you have all the necessary pieces in place, it’s time to start promoting and marketing your coaching business. This includes creating a website, utilizing social media platforms like Facebook or Twitter, and having an effective Search Engine Optimization (SEO) strategy. You should also consider traditional marketing techniques such as radio or print advertising.

Learn more about how to start a successful coaching business:

• How to Start a Coaching Business

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Creating a Health Coaching Business Plan

Learn how to create a business plan for health coaching. Healthie’s all-in-one platform helps health coaches build out their offerings.

Learn how to create a business plan for health coaching. Healthie's all-in-one platform helps health coaches build out their offerings.

Steps to Creating a Business Plan for Health Coaching

Starting a health coaching business can be an exciting and rewarding venture. However, like any entrepreneurial endeavor, it requires careful planning and strategizing to ensure long-term success. One essential tool that can guide you through the process is a well-crafted health coaching business plan. Allow us to outline the steps to create a comprehensive business plan specifically tailored for health coaching. Whether you're a seasoned health coach or just starting out, this guide will help you develop a solid foundation for your business.

Step 1: Executive Summary

The first step in any health coach business plan template is the executive summary. The executive summary provides an overview of your health coaching business. It should include a brief description of your services, target market, unique value proposition, and goals. This section should capture the attention of potential investors, partners, or lenders, and provide a snapshot of what your business aims to achieve.

Step 2: Company Description

Provide a detailed description of your health coaching business. Include information such as your mission statement, legal structure (sole proprietorship, LLC, etc.), and key personnel involved in the business. Explain your coaching approach, specialty areas, and the benefits clients can expect from working with you.

Step 3: Market Analysis

Conduct thorough research to gain a deep understanding of your target market, competitors, and industry trends. Identify your ideal client profile and demographics, their needs, and pain points. Analyze your competitors' strengths and weaknesses and determine how you can differentiate your services to stand out in the market. Use this information to develop effective marketing strategies and identify opportunities for growth.

Step 4: Services and Pricing

Describe the health coaching services you will offer and the pricing structure for each service. Outline the benefits and features of your coaching programs, including any additional resources or tools you will provide. Determine your pricing based on factors such as the value of your services, market demand, and the competition. Be sure to consider your target market's willingness and ability to pay when setting your prices.

Step 5: Marketing and Sales Strategies

In this section of the health coach business model, outline your marketing and sales strategies to attract and retain clients. Identify the channels you will use to promote your services, such as social media, website, referrals, partnerships, or speaking engagements. Develop a content marketing plan that includes creating valuable blog posts, videos, or podcasts to establish yourself as an authority in the health coaching industry. Outline your sales process, including how you will convert leads into paying clients and retain them for long-term engagement.

Step 6: Operations and Management

Detail the day-to-day operations of your health coaching business. Describe the systems and processes you will put in place to manage client onboarding, scheduling, and communication. Discuss how you will ensure client privacy and data security, particularly if you offer virtual coaching services. Outline your team structure, if applicable, and describe the roles and responsibilities of each team member. If you plan to outsource any aspects of your business, specify those tasks and the criteria for selecting reliable partners or contractors.

Step 7: Financial Projections

Create financial projections for your health coaching business, including income statements, cash flow statements, and balance sheets. Estimate your revenue and expenses for the first three to five years. Consider factors such as marketing costs, office space or equipment expenses, software subscriptions, and professional development. Conduct a break-even analysis to determine the number of clients needed to cover your costs and start generating profits.

Step 8: Evaluation and Monitoring

The last step in this business plan for health coaching is establishing how you will evaluate and monitor your business. Define the key performance indicators (KPIs) you will use to measure the success of your health coaching business. These may include client retention rates, revenue growth, client testimonials, or social media engagement. Establish a regular review process to track your progress against these KPIs. 

What To Do After You Have Created a Health Coaching Business Plan

Once you have written your health coaching business plan, it is time to take action and market your business to potential clients. It is time to identify your target market and build an online presence. Today, businesses with an online presence have the advantage of connecting with similar health and wellness businesses. Make good use of your new network and head to social media. Ask your new connections to collaborate on social and schedule an Instagram live or guest post. If you are in the same niche this is a great way to gain new leads. Be sure to regularly post fresh content that will generate new followers and keep your current audience engaged.

 Here are a few steps to take once you have completed your health coach business model and established your audience. 

• Review and refine : Go through your business plan and ensure all sections are clear, concise, and aligned with your goals. Update any information that may have changed since you initially wrote the plan.
• Seek feedback : Share your business plan with trusted advisors, mentors, or other health coaching professionals. Consider their feedback and make necessary revisions.
• Create an implementation timeline : Develop a timeline that outlines the steps you need to take to launch and grow your health coaching business. Assign deadlines and prioritize tasks.
• Monitor and adjust : Regularly review your business plan and track your progress. Evaluate the effectiveness of your strategies and make adjustments as needed.

By following these steps and taking action on your business plan, you will be well on your way to building a successful health coaching business. The next stip is partnering with a health coaching business platform desinged to help you scale. Healthie is an all-in-one telehealth platform tailored to the needs of health coaching businesses, and now is available to try for free! 

The Healthie platform specializes in scheduling, billing, and client engagement. With Helathie you can 

• Send forms and collect client paperwork completely electronically
• Store your clients’ notes and data in a cloud-based EMR, designed for small practices
• Send bills or pre-filled insurance claims, and receive card payments via Stripe
• Feel confident you’re maintaining complete HIPAA compliance

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The Best Health Coaching Templates 2024  

Health Coaching templates are done-for-you programs and materials that you can use in your wellness business. Here at Wellpreneur we’ve been supporting wellness entrepreneurs since 2013. In this article we’ll share our favorite templates for health and wellness coaches, to give your business a jump start.

Why would you want to use health coaching templates?

As a health coach, you’ll need programs, forms and materials to use with your health coaching clients. This is the case whether you’re a new coach, or an established coach.

New coaches often spend months creating a health coaching program that fits their wellness brand and philosophy. The problem is – it’s hard to create a great coaching program if you’ve never worked with clients! And difficult to justify spending all that time if you’re not making any revenue.

Instead, I recommend that new health coaches start with health coaching templates. These are often presented as a complete done-for-you health coaching program. These templates save you tons of time so you can immediately start working with clients – and you can always tailor the materials over time.

Established health coaches have a different challenge. We know that your previous and current clients are often your best customers. But to keep your business growing, you need something else to sell them! That’s where health coaching templates and done-for-you coaching programs can be a huge asset for the experienced health coach. You can take one of these coaching templates and use it as a new program to offer your clients right away without spending weeks or months creating a new program.

Using health coaching templates saves you time, gives a professional feel and lets you focus on working with clients instead of creating materials.

What are health coaching templates?

Health coaching templates are complete coaching programs that you can use out of the box with your clients. There are different lengths of programs, from short 7-day health coaching challenges to complete 6 month coaching programs and variations in between. These templates will have plain branding, which you can use as-is, or you can add your own logo and color scheme.

Health coaching templates are also called done-for-you coaching programs.

The best health coaching templates 2024

When you’re looking for a health coaching template for your business, you want to look for:

• A complete coaching program that you can use out of the box with your clients
• Ability to customize and brand the materials
• Client-facing materials such as worksheets and recipes
• Marketing materials to help you promote and sell the program such as graphics and email swipe text
• And ideally support from the creator, so you can ask questions and connect with other coaches.

Our favorite health coaching templates are created by Health Coach Solutions. There are several coaching templates of varying length and focus, and they have an incredibly helpful group on Facebook to answer any questions.

We’ve extensively reviewed the programs available – read our reviews here:

• Coach with Confidence (6 month health coaching program templates) review
• 30 Day Jumpstart (30 day health coaching program templates) review
• Health Coaching Business Success Bundle review
• Should you use done-for-you coaching programs in your health coaching business?

Health Coaching templates discount and bonus guide

I’ve partnered with Health Coach Solutions to bring you a special coupon code for their templates, as well as an extra bonus guide on “How to run a successful group coaching program” if you purchase through my link below!

Health Coaching templates coupon code:

Use code AMANDA30 to take 30% off the any Done for You Coaching Program

And then get your Bonus Guide: “How to run a successful group coaching program”

Once you purchase using the link above , get your bonus guide by emailing your purchase receipt to:

info AT wellpreneuronline DOT com

We’ll send your guide within 48 hours (often sooner!)

Free Health Coaching Templates

Health Coach Solutions also offers a bundle of free health coaching templates to get you started which includes:

• Health Coach Discovery Session Guide with Scripting
• Food Diary template
• Meal Planning Worksheet
• Exercise Log template
• Coaching Session Template, and More!

Sign up here to get your copy of the free health coach toolkit.

Health coaching templates save a lot of time and effort for both new and established coaches. Check out the templates today and get ready to offer a new program to your clients right away!

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Starting your own business can be intimidating, but this cheat sheet can help. It was created to guide you with clarity about how to make your business thrive without leaving you feeling overwhelmed. And the less overwhelmed you feel, the more you can focus on effectively coaching your clients.

First Steps

To get started, you should:

• Determine which structure best suits your business (e.g., a limited liability company or other designation).
• Register your business in the state in which you live and work. More information on this is found at your Secretary of State’s website.
• Set up a Federal EIN (Employer Identification Number).
• Get a checking and savings account set up for your business to keep finances separate.
• Acquire some type of business insurance.

NOTE: All of the above should be discussed with a legal and tax professional to confirm that you are set up legally and correctly.

After establishing the framework for your business, your next step is to acquire your first client (or keep a steady flow of clients). This is where this cheat sheet will come in handy, as it provides an outline of what you need to do and how to do it to earn your first clients and keep additional clients streaming into your business so you can help more people.

As you read through these tips, remember two rules:

• Establish relationships. Be genuine in your desire to coach people; work to build a connection with clients to establish meaningful and trusting relationships. This helps to set the stage for open and honest collaboration between the client and coach.
• Deliver meaningful coaching experiences. Offer the best coaching possible and make every interaction client-centered. And always seek excellence in your coaching by asking your clients how you can better serve them and make their experience better.

Here are the first major steps to building your health coaching business:

1. Identify your ideal client

If you try to help everyone , then you will likely help no one. You will have a more difficult time helping people, because your focus will be too spread out across client types. Instead, having a clear understanding of who your ideal client is makes it easier to seek out the clients you can help the most.

Ask yourself the following questions to create an ideal client avatar for your business:

• Who are the ideal types of clients I would like to coach?
• What are the main issues they have when it comes to their health?
• What is the average age? Gender?
• What do they do for a living? Are they full-time employees, entrepreneurs, students or retired?
• What are their hobbies?
• What activities do they enjoy?
• What are their common goals when it comes to health? What is the number one thing you will help them with in their coaching journey?

Once you answer these questions, it will give you a clear idea of the kind of clients you will pursue in your health coaching business.

2. Find out Where Your Ideal Clients Like to Hangout

Looking at your ideal clients’ hobbies and favorite things, where do they like to spend most of their time in-person and online? What are their favorite shops, grocery stores, retail locations, brands, social media platforms, etc.? Identify at least one or two favorites in each category and start connecting with these places or with the social media group pages related to these things and offer advice if questions are asked. Of course, be sure to follow the groups’ rules or risk being banned or presenting yourself as disingenuous instead of as someone wanting to help people (remember rule number one, above).

3. Create Content that Answers your Ideal Clients’ Questions About Health

Sit down and think of at least 20 questions that your ideal client has about health and fitness — all of these questions are ideal topics for your content. The key here is to create social media content for your ideal clients’ questions, and not to create content for your peers. You are seeking to establish trust with your ideal clients, not impress your peers and other coaches. Remind yourself of this often.

4. When your Clients get Good Results, ask for Testimonials

Do not hesitate to ask for testimonials from your clients. To prove that you help provide results, you need to have a body of proof, and testimonials are a great way to earn trust from others. Ask for referrals as well. This is one of the best ways to build your business, because friends trust their own friends and will more easily contact you for coaching upon a friend’s recommendation.

5. Thank your Clients Often

Working with a coach is a personal journey that requires trust, patience, acceptance, and open communication to be effective. Your clients have likely opened up to you during the coaching relationship about personal challenges and successes they may not share with others. Be thankful for sharing in this experience with them. Offering a small token of appreciation, such as a journal, your favorite book or something that reflects something the client loves can add to the overall experience and may set you apart from other coaches.

While this is not an exhaustive list, it is enough to get you started in the right direction. Start with identifying your ideal clients and you may be surprised at how much clarity that offers you going forward.

Jen  (Pn2, NASM-CPT, ACE Certified Health Coach) has been a coach in the fitness industry for almost 15 years.  She's the host of the podcast  Making Shift Happen  and the owner of Shift Human Performance ( www.shifthumanperformance.com ), both of which allow her to share her purpose to help others create their best lives without spending countless hours in the kitchen and gym.  In her spare time outside of the gym, she enjoys mountain biking, spending time outdoors in Colorado, and spending time with her family and silly rescue pup. Follow  Jen  on Instagram (@shifthumanperformance), Twitter (@shiftyourselfup), or contact her at  jen @shifthumanperformance.com .

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How To Write A Life Coaching Business Plan: 5 Templates

If you’re passionate about helping others fulfill their potential and reach new heights, life coaching could be a truly rewarding career for you.

This guide will show you how to create a coaching business plan that will help you turn your ideas into reality, so that you can start creating value and deliver real results to your life coaching clients.

5 Tips For Starting Your Life Coaching Business

Starting out as a life coach can seem like a big move, and there’s plenty to consider. For many experienced life coaches, it’s balancing the support, guidance, and coaching theory side of things business admin that can be a little tricky.

Maybe you see yourself more as a development professional than an entrepreneur, or perhaps you’ve helped others professionally but never quite had your own practice.

Regardless of where you are in the coaching game, here are some tips that can help you get started building a life coaching business of your own: [1]

• Decide on a clear, unique value offer. Life coaching is incredibly popular, and that’s not changing anytime soon. To distinguish yourself as a coach, think about the unique value you’ll create for your clients – what’s original about the results you can help them achieve, or how you help them get from A to B?
• Consider accreditation. The right life coaching certification can arm you with useful skills and knowledge in your field while boosting your credibility as a coach. There are plenty of qualifications available online for coaches, and you may find one that goes a long way to enhance your marketability.
• Set your business up, practically. Various states, regions, and countries have different systems for registering and starting an online coaching business. Make sure you allow time to collect or create all the coaching forms you’ll need to enroll and manage your clients.
• Develop or curate your coaching resources. To practice, you’ll need tools such as life coaching worksheets , lessons, exercises, videos (if you’re using them), and more. Create a database of all the coaching tools you’ll need so you know just where to find them when you land your first client!
• Create an online presence. Think about how you’ll reach out to clients, and prepare the things that will help you be discovered online. Some examples include a coaching website , social media profile, or listings in online coaching directories. A strategic way to approach this is by developing a marketing strategy, which covers all the ins and outs of how you’ll grow your visibility.

How To Write A Coaching Business Plan: 2 Examples

A coaching business plan should help you clarify why and how you’ll start and run your coaching practice, as well as the tools you’ll need to help others.

Creating a life coaching business plan might sound terrifying, don’t be put off. You can go into more detail if you prefer a comprehensive organizational roadmap, but your business plan should quite simply help you:

• Clarify your “Why” – What is the ultimate purpose of your business? What is your desired future vision for your practice and clients?
• Solidify your “How” – What are your coaching objectives/your mission? What approaches will you use to achieve them?
• Determine your “What” – Understand the interventions, tools, lessons, or solutions that will help you on your mission.

Depending on the depth of detail you’d like to go into, you can break your plan up into more or fewer sections.

The following two coaching business plan examples illustrate this.

Example 1: Lean Life Coaching Business Plan

A lean business plan is ideal for explaining your coaching practice succinctly, or if you’re planning a small coaching business.

Using this USA Small Business Administration sample as a guide, your lean coaching plan might include the following headings: [2]

• Business identity
• Target client
• Client pain points
• Your solution
• Your competition
• Revenue streams
• Marketing activities
• Team and their key roles, and

Lean coaching business plans can be particularly helpful if you’re keen to refine and enhance your business plan as you learn and gain experience.

Example 2: Life Coaching Business Plan Template

This life coaching business plan template from Profitable Venture is a more comprehensive example, starting with an executive summary and ending with a startup expenditure budget. [3]

SWOT and market analyses are used for an in-depth assessment of potential opportunities, threats, and rivals in the coaching industry.

3 Helpful Templates and Samples For Your Plan

Here are a few good examples of coaching business plans, including some extra sections you might want to include:

• 9 Steps to a Lean Life Coaching Business Plan from Coaching Online – this covers a few more sections such as your competition, marketing, and finances [4]
• Traditional Business Plan from the USA Small Business Administration – a traditional business plan that may work well for larger coaching practices [5]
• Business Plan Template for a Startup from Score.org – a 9-step template for new business owners. [6]

Creating A Business Plan For Your Online Coaching Business

Once you’ve decided on the most relevant format for your business plan, you’ll want to formalize it by writing it all down.

You will most likely be referring to it regularly, as you structure, run, manage, and grow your coaching practice, so it’s critical to keep your plan along with the rest of your business documents.

A quick, straightforward solution for most coaches is to create a digital business plan, as we’ve started to do below using Quenza:

Using Quenza’s Activity Builder , you can create custom sections for each element in your plan, as well as text boxes for all the information that will go into your tool.

This helps you store your plan in your coaching portal alongside your Client profiles, activities, and other coaching tools, so your plan is always near at hand as you start to build your business.

To create your own coaching business plan using Quenza’s Activity Builder, simply:

• Open and title a new Activity
• Create sections for each header of your plan, and
• Save your Activity to your Library when it’s done!

You can also print your plan as a PDF, or access and edit at any time on Quenza’s client app, as shown below:

There’s no right or wrong way to create a coaching business plan template, so don’t be afraid to add in headers or sections as your plan grows. As long as your plan takes you through each milestone of building and running your business, you’re on the right path to creating a successful, growing practice.

Best App and Software For Your Coaching Business

Quenza is a state-of-the-art solution for coaching professionals, regardless of where you are in the process of running your business.

Not only can you plan out your business as a first-time coach, but Quenza’s tools can help you deliver solutions, stay in touch with clients, and even market your business as you gain traction.

With Quenza’s features, for example, you can:

• Design, build, and deliver personal and group life coaching solutions
• Craft coaching programs, curricula, or entire e-courses from your existing tools
• Drip feed your solutions to coaching clients automatically, on a schedule
• Create and customize all your coaching contracts , coaching agreements, and feedback forms
• Collect and securely store all your clients’ data with Quenza’s HIPAA-compliant app and coaching platform
• Offer clients a centralized online coaching portal
• Stay in touch with and engage your clients throughout the course of your programs, using notifications, reminders, and multimedia,
• Track, monitor, and evaluate your clients’ progress in real-time, and
• Document your sessions with Quenza’s Client notes.

5 Unique Features Included in Quenza

We’ve already seen how important it is to carve out your niche as a life coach – and of course, you’re most efficient when you decide on your own workflow, processes, and style.

With Quenza’s custom features, you have all the flexibility you need to get creative with solutions and market yourself in a way that suits you.

For instance, you can make use of Quenza’s:

• Multilingual client app – to translate your own or your clients’ Quenza app into 16 different languages, and custom brand colors
• Group or private chat – to share feedback, reminders, or encouragement
• White label feature – to promote your brand by adding your logo to tools, forms, and programs
• Wheel of Life feature – to design personalized life Wheel of Life assessments , and
• Expansion Library – for customizing popular and evidence-based coaching exercises without starting from scratch!

Final Thoughts

These tips, templates, formats, and examples will help you craft a strategic business plan that can get your coaching practice up and running – even if you’ve never started a business in your life.

If you have a template of your own to share with your fellow coaches, do let us know in the comments below.

We hope this article was helpful. Don’t forget to start your 30-day, 1 dollar Quenza trial for all the tools you need to bring your business plan to life!

Quenza’s practitioner tools will help you craft and deliver powerful online coaching solutions from any connected device, and contains everything you need to run your life coaching practice digitally for brilliant client outcomes.

• ^ Truex, L. (2021). How to start a home-based coaching business. Retrieved from https://www.thebalancesmb.com/how-to-start-a-coaching-business-1794520
• ^ SBA.gov. (2021). Sample Lean Business Plan. Retrieved from https://www.sba.gov/sites/default/files/2017-12/Sample%20Lean%20Business%20Plan%20-%20Wooden%20Grain%20Toy%20Company.doc
• ^ Profitable Venture. (2021). Life Coaching Business Plan Template. Retrieved from https://www.profitableventure.com/life-coaching-business-plan/
• ^ Coaching-Online.org. (2021). 9 Steps to a Lean Life Coaching Business Plan. Retrieved from https://www.coaching-online.org/life-coach-business-plan/
• ^ SBA.gov. (2021). Write Your Business Plan. Retrieved from https://www.sba.gov/business-guide/plan-your-business/write-your-business-plan
• ^ Score.org. (2020). Business Plan Template for a Startup Business. Retrieved from https://www.score.org/resource/business-plan-template-startup-business

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Coaching Business Plan Template

Written by Dave Lavinsky

Coaching Business Plan

Over the past 20+ years, we have helped over 500 entrepreneurs and business owners create business plans to start and grow their coaching companies. We have the experience, resources, and knowledge to help you create a great business plan.

In this article, you will learn some background information on why business planning is important. Then, you will learn how to write a coaching business plan step-by-step so you can create your plan today.

Download our Ultimate Business Plan Template here >

What is a Coaching Business Plan?

A business plan provides a snapshot of your coaching business as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategies for reaching them. It also includes market research to support your plans.

Why You Need a Business Plan for a Coaching Business

If you’re looking to start a coaching business or grow your existing coaching company, you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your coaching business to improve your chances of success. Your coaching business plan is a living document that should be updated annually as your company grows and changes.

Sources of Funding for Coaching Businesses

With regards to funding, the main sources of funding for a coaching business are personal savings, credit cards, bank loans, and angel investors. When it comes to bank loans, banks will want to review your business plan and gain confidence that you will be able to repay your loan and interest. To acquire this confidence, the loan officer will not only want to ensure that your financials are reasonable, but they will also want to see a professional plan. Such a plan will give them the confidence that you can successfully and professionally operate a business. Personal savings and bank loans are the most common funding paths for coaching companies.

Finish Your Business Plan Today!

How to write a business plan for a coaching business.

If you want to start a coaching business or expand your current one, you need a business plan. The guide below details the necessary information for how to write each essential component of your coaching business plan.

Executive Summary

Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each key section of your plan.

The goal of your executive summary is to quickly engage the reader. Explain to them the kind of coaching business you are running and the status. For example, are you a startup, do you have a coaching business that you would like to grow, or are you operating a multiple coaching businesses?

Next, provide an overview of each of the subsequent sections of your plan.

• Give a brief overview of the coaching industry.
• Discuss the type of coaching business you are operating.
• Detail your direct competitors. Give an overview of your target customers.
• Provide a snapshot of your marketing strategy. Identify the key members of your team.
• Offer an overview of your financial plan.

Company Overview

In your company overview, you will detail the type of coaching business you are operating.

For example, you might specialize in one of the following types of coaching businesses:

• Business coaching: A business coach specializes in helping business owners clarify their business’s vision and goals.
• Career coaching: A career coach specializes in helping individuals reach their professional goals.
• Life coaching: A life coach specializes in helping people make positive progress in their daily lives, relationships, and careers.
• Performance coaching: A performance coach specializes in helping individuals improve their performance abilities using techniques similar to a sports coach.
• Wellness coaching: A wellness coach specializes in helping individuals develop and maintain healthy habits.

In addition to explaining the type of coaching business you will operate, the company overview needs to provide background on the business.

Include answers to questions such as:

• When and why did you start the business?
• What milestones have you achieved to date? Milestones could include the number of clients served, the number of cases with positive outcomes, reaching $X amount in revenue, etc.
• Your legal business Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your legal structure here.

Industry Analysis

In your industry or market analysis, you need to provide an overview of the coaching industry. While this may seem unnecessary, it serves multiple purposes.

First, researching the coaching industry educates you. It helps you understand the market in which you are operating.

Secondly, market research can improve your marketing strategy, particularly if your analysis identifies market trends.

The third reason is to prove to readers that you are an expert in your industry. By conducting the research and presenting it in your plan, you achieve just that.

The following questions should be answered in the industry analysis section of your coaching business plan:

• How big is the coaching industry (in dollars)?
• Is the market declining or increasing?
• Who are the key competitors in the market?
• Who are the key suppliers in the market?
• What trends are affecting the industry?
• What is the industry’s growth forecast over the next 5 – 10 years?
• What is the relevant market size? That is, how big is the potential target market for your coaching business? You can extrapolate such a figure by assessing the size of the market in the entire country and then applying that figure to your local population.

Customer Analysis

The customer analysis section of your coaching business plan must detail the customers you serve and/or expect to serve.

The following are examples of customer segments: individuals, schools, families, and corporations.

As you can imagine, the customer segment(s) you choose will have a great impact on the type of coaching business you operate. Clearly, individuals would respond to different marketing promotions than corporations, for example.

Try to break out your target customers in terms of their demographic and psychographic profiles. With regards to demographics, including a discussion of the ages, genders, locations, and income levels of the potential customers you seek to serve.

Psychographic profiles explain the wants and needs of your target customers. The more you can recognize and define these needs, the better you will do in attracting and retaining your customers.

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Competitive Analysis

Your competitive analysis should identify the indirect and direct competitors your business faces and then focus on the latter.

Direct competitors are other coaching businesses.

Indirect competitors are other options that customers have to purchase from that aren’t directly competing with your product or service. This includes other types of self-development services, therapists, counselors, and online support groups. You need to mention such competition as well.

For each such competitor, provide an overview of their business and document their strengths and weaknesses. Unless you once worked at your competitors’ businesses, it will be impossible to know everything about them. But you should be able to find out key things about them such as

• What types of clients do they serve?
• What type of coaching business are they?
• What is their pricing (premium, low, etc.)?
• What are they good at?
• What are their weaknesses?

With regards to the last two questions, think about your answers from the customers’ perspective. And don’t be afraid to ask your competitors’ customers what they like most and least about them.

The final part of your competitive analysis section is to document your areas of competitive advantage. For example:

• Will you make it easier for clients to acquire your services?
• Will you offer services that your competition doesn’t?
• Will you provide better customer service?
• Will you offer better pricing?

Think about ways you will outperform your competition and document them in this section of your plan.  

Marketing Plan

Traditionally, a marketing plan includes the four P’s: Product, Price, Place, and Promotion. For a coaching business plan, your marketing strategy should include the following:

Product : In the product section, you should reiterate the type of coaching company that you documented in your company overview. Then, detail the specific products or services you will be offering. For example, will you provide performance coaching, executive coaching, health and wellness coaching, or career coaching services?

Price : Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections of your plan, you are presenting the services you offer and their prices.

Place : Place refers to the site of your coaching company. Document where your company is situated and mention how the site will impact your success. For example, is your coaching business located in a busy retail district, a business district, a standalone office, or purely online? Discuss how your site might be the ideal location for your customers.

Promotions : The final part of your coaching marketing plan is where you will document how you will drive potential customers to your location(s). The following are some promotional methods you might consider:

• Advertise in local papers, radio stations and/or magazines
• Reach out to websites
• Distribute flyers
• Engage in email marketing
• Advertise on social media platforms
• Improve the SEO (search engine optimization) on your website for targeted keywords

Operations Plan

While the earlier sections of your business plan explained your goals, your operations plan describes how you will meet them. Your operations plan should have two distinct sections as follows.

Everyday short-term processes include all of the tasks involved in running your coaching business, including answering calls, planning and providing coaching sessions, billing clients and collecting payments, etc.

Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to book your Xth session, or when you hope to reach $X in revenue. It could also be when you expect to expand your coaching business to a new city.  

Management Team

To demonstrate your coaching business’ potential to succeed, a strong management team is essential. Highlight your key players’ backgrounds, emphasizing those skills and experiences that prove their ability to grow a company.

Ideally, you and/or your team members have direct experience in managing coaching businesses. If so, highlight this experience and expertise. But also highlight any experience that you think will help your business succeed.

If your team is lacking, consider assembling an advisory board. An advisory board would include 2 to 8 individuals who would act as mentors to your business. They would help answer questions and provide strategic guidance. If needed, look for advisory board members with experience in coaching or running a small business.  

Financial Plan

Your financial plan should include your 5-year financial statement broken out both monthly or quarterly for the first year and then annually. Your financial statements include your income statement, balance sheet, and cash flow statements.

Income Statement

An income statement is more commonly called a Profit and Loss statement or P&L. It shows your revenue and then subtracts your costs to show whether you turned a profit or not.

In developing your income statement, you need to devise assumptions. For example, will you see 5 clients per day, and/or offer group coaching sessions? And will sales grow by 2% or 10% per year? As you can imagine, your choice of assumptions will greatly impact the financial forecasts for your business. As much as possible, conduct research to try to root your assumptions in reality.

Balance Sheets

Balance sheets show your assets and liabilities. While balance sheets can include much information, try to simplify them to the key items you need to know about. For instance, if you spend $50,000 on building out your coaching business, this will not give you immediate profits. Rather it is an asset that will hopefully help you generate profits for years to come. Likewise, if a lender writes you a check for $50,000, you don’t need to pay it back immediately. Rather, that is a liability you will pay back over time.

Cash Flow Statement

Your cash flow statement will help determine how much money you need to start or grow your business, and ensure you never run out of money. What most entrepreneurs and business owners don’t realize is that you can turn a profit but run out of money and go bankrupt.

When creating your Income Statement and Balance Sheets be sure to include several of the key costs needed in starting or growing a coaching business:

• Cost of utilities, internet service, and office supplies
• Payroll or salaries paid to staff
• Business insurance
• Other start-up expenses (if you’re a new business) like legal expenses, permits, computer software, and office furniture

Attach your full financial projections in the appendix of your plan along with any supporting documents that make your plan more compelling. For example, you might include your office location lease or a list of payment forms you accept.  

Writing a business plan for your coaching business is a worthwhile endeavor. If you follow the template above, by the time you are done, you will truly be an expert. You will understand the coaching industry, your competition, and your customers. You will develop a marketing strategy and will understand what it takes to launch and grow a successful coaching business.

Coaching Business Plan Template FAQs

What is the easiest way to complete my coaching business plan.

Growthink's Ultimate Business Plan Template allows you to quickly and easily write your coaching business plan.

Where Can I Download a Sample Life Coach Business Plan PDF?

You can download our sample life coach business plan pdf here.

How Do You Start a Coaching Business?

Starting a coaching business is easy with these 14 steps:

• Choose the Name for Your Coaching Business
• Create Your Coaching Business Plan
• Choose the Legal Structure for Your Coaching Business
• Secure Startup Funding for Your Coaching Business (If Needed)
• Secure a Location for Your Business
• Register Your Coaching Business with the IRS
• Open a Business Bank Account
• Get a Business Credit Card
• Get the Required Business Licenses and Permits
• Get Business Insurance for Your Coaching Business
• Buy or Lease the Right Coaching Business Equipment
• Develop Your Coaching Business Marketing Materials
• Purchase and Setup the Software Needed to Run Your Coaching Business
• Open for Business

Learn more about how to start your own coaching business .

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OR, Let Us Develop Your Plan For You

Since 1999, Growthink has developed business plans for thousands of companies who have gone on to achieve tremendous success.   Click here to see how a Growthink business planning consultant can create your business plan for you.

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How to Start a Successful Health Coaching Business

Curious about how to start a health coaching business? Find out the type of education, business planning, and marketing tips you may need.

Get the Holistic Health Coach Career Guide

Is 'mentoring others' your superpower? Discover if a career as a holistic health coach aligns with your strengths, plus get a career roadmap!

Clicking the "Get the Survey Now" button constitutes your express request, and your express written consent, to be contacted by and to receive automated or pre-recorded call, texts, messages and/or emails from via phone, text, and/or emails by Auguste Escoffier School of Culinary Arts at the number(s)/email you provided, regarding furthering your education and enrolling. You understand that these calls , texts, messages and/or emails may be generated using an automated or pre-recorded technology. You are not required to agree to receive automated or pre-recorded calls, texts, messages or emails as a condition of enrolling at Escoffier. You can unsubscribe at any time or request removal of street address, phone number, email address via Escoffier website .

If you’re infatuated with the world of health and intrinsically enjoy helping others reach their wellness goals, becoming a health coach could be the right path for you. Plus, according to the U.S. Bureau of Labor Statistics , of health education specialists and community health workers in particular is expected to keep growing at an exponential rate of 12% until 2031, which is much faster than the average of all occupations.

With the right research, education, and planning, you can also establish exactly where you want to work—potentially including the flexible option of self-employment. If this piques your interest, let’s explore how to start a health coaching business and the next steps you can take.

1. Get the Right Education and Training

As a health coach working directly with clients, you likely won’t concentrate on just one aspect of health, such as fitness. Health coaches may examine the wider wellness picture that encompasses everyday nutrition , lifestyle, movement, stress management, and more. In order to become well-versed in all of these concentrations and help clients professionally, it’s critical to get the right education and training first.

Although there isn’t a concrete degree requirement to begin a health coaching business, getting an education in health and wellness can help you grasp the fundamentals and could prepare you for The National Board for Health and Wellness Coaching national certification—an accolade that most health coaches strive to secure before working one-on-one with clients.

So what type of credible education can prepare you for this certification? Students enrolled in Escoffier’s Holistic Nutrition & Wellness program can dive into a well-rounded curriculum that starts with a foundation in healthy cooking methods. From there, they can explore essential entrepreneurial skills , such as pitching a business idea to investors, coaching, and interpersonal influence.

“A distinguishment of the Holistic Nutrition and Wellness programs is the intersection of multiple disciplines: we can teach classical culinary techniques alongside foundational nutrition information and integrative approaches to wellness. We’re uniquely positioned to help students navigate cooking for health and how other forces influence a person’s lifelong well-being. Learning these skills can help students pursue multiple avenues relevant to health and wellness – from being a part of a culinary team that creates dishes for companies or organizations looking to nourish their employees/customers, community food education programs, coaching, and health educators.”* Stephanie Michalak White, Escoffier Lead Chef Instructor

2. Start Business Planning

Once you feel confident with your education and training, it’s time to develop an action plan for your health coaching business. Even though this might seem tedious in the beginning, drafting a business plan could help you build a rock-solid foundation and help keep you on track before making important decisions. You can also find several business planning templates online that can help you architect the structure of your business plan.

Here are a few planning components to consider when devising a business plan.

“When you’re putting together a business plan, always account for little stuff [like light bulbs, payroll taxes, and liability insurance]. All these little nickel-and-dime things start to add up.”* Lead Chef Instructor Jason Goldman

Identify Your Target Audience

Who are you passionate about helping? When beginning your business plan, it’s critical to first identify your ideal target audience, so you can eventually tailor your branding and messaging toward them. For example, maybe you choose to work only with professional athletes—devising nutrient-rich meal plans and strengthening the competitive mindset from a holistic point of view . Or perhaps your expertise is assisting working professionals in corporate nutrition—giving valuable presentations at large corporate conferences centered around healthy lifestyle choices.

The world is your oyster, but it can certainly help if you can get crystal-clear on your ideal client archetype—which could quickly set you apart from other health coaches. Knowing who your target audience is could also help shape your health coaching mission statement and value proposition down the line.

Formulate SMART Goals

When it comes to fleshing out additional details of your business plan, consider keeping the SMART goal framework in mind:

• Specific : The more detailed your goals are, the higher your chances might be of actually achieving them.
• Measurable : It’s critical to also add criteria to your goal and quantify them to the best of your ability.
• Achievable : Your goals should be challenging, yet not impossible to achieve.
• Relevant : Ensure that your goals align with your business objectives and mission statement.
• Time-Bound : To increase the probability of success, it’s pivotal to include a deadline to complete your goals.

At this point, you’ve likely discerned your niche, but there are several more questions to address, especially when it comes to being an independent health coach.

Health Coach Business Planning Questions:

• What type of schedule works best for my circumstances?
• How many clients do I want during my first month of practice?
• What is my personal client capacity six to 12 months from now?
• What type of client environment do I want to cultivate?
• Do I need to develop additional resources for my clients to flourish?
• What will my overhead costs look like?
• What should my annual income look like?
• What will my hourly rate be to hit my annual income goal?

By answering these questions, you could be on your way to developing SMART goals that fit exactly what your dream health coaching business looks like. As your business continues to grow, you may need to revise your answers to these questions on an ongoing basis and find a practice that works for you.

Research and Apply for Licenses

Although it’s best to speak with a lawyer before registering for a health coaching business license, you can conduct your own preliminary research to ensure you’re following the proper regulations. Keep in mind that in order to legally establish a business, you’ll need to double-check state, city, county, and federal laws .

At this point, you may also need to determine how to register your business. For example, there might be benefits to starting out as a Sole Proprietor first, instead of a Limited Liability Corporation, or vice versa. Again, one of the most effective ways to check these boxes is by seeking small business legal advice to grasp the difference between each option.

3. Develop a Clear Communications and Branding Strategy

After you work through the important business development details for your health coaching business, it’s time to create a succinct communications and branding strategy. Here are a few essential components to consider.

Pick a Business Name

As an entrepreneurial health coach, you are establishing a trustworthy personal brand from the beginning. The business name you choose should reflect your personality, core values, and your niche. It should also be easy to remember and not too difficult to spell. Keep in mind that longer, more complex business names are more challenging to promote on social media. Lastly, before settling on this, do a bit of research to see whether that name is trademarked and the website domain is available online.

Start a Brand Guide

Now it’s time to tap into your creativity. Similar to a business plan, a brand guide is another essential planning tool that will help you clearly speak to your target audience. You also don’t need to be a professional graphic designer or brand marketer to create one, since there are plenty of user-friendly branding tools out there, such as Canva .

One of the first steps is to create your logo, which can be done in a platform like Canva, or you may want to hire a professional graphic designer to exactly execute your vision.

Aside from the logo, you may want to include critical elements such as:

• Brand colors
• Tone of voice
• Specific verbiage
• Color palette
• Font and sizes
• Additional logo guidelines
• Layout design and key visuals

Design a Website

With a brand guide in place, you can begin to design a website that incorporates all of the key elements that can help you stand out. The great news is that there are a plethora of user-friendly website design platforms available that already give you customizable layout options—you can simply plug in your logo and messaging.

Here are a few most commonly used website platforms:

• Squarespace

4. Devise a Marketing Plan

Once you launch your health coaching business, you may want to think about how to reach your ideal clients through a strategic marketing plan . Your first few clients will likely be through personal connections and word-of-mouth.

However, a marketing plan can help you expand beyond this first phase of clientele. Also, with so many marketing tools and strategies available, try to approach marketing with an open mind and be willing to test the waters to see what delivers the best return on investment.

What social media planning may look like when building a health coaching business.

Social Media Marketing

Where does your demographic spend most of their time? Chances are, you might already know the ins and outs of your target market, which could help you pinpoint what social media platforms to post on. Regardless of the platform, you may want to plan your content a week or even a month out and define a consistent posting schedule.

Known as “effective frequency,” most people need to see a message around three times to take action, which underscores why consistency is key. Also, don’t be afraid to experiment with types of content. For example, if Instagram is your primary social media hub, consider posting reels, photos, and IG live videos. You can even incentivize followers to sign up for exclusive content through Instagram subscriptions .

Pro Social Media Marketing Tips:

• Consider automating your content schedule through apps like Planoly .
• Aim to engage with everyone who comments or interacts with your content.
• Instead of resharing content from other users, try to create original content that displays your branding and that highlight your unique health coach tips. When others share your unique content, this naturally drives new traffic to your social media account.
• As you’re starting out, testimonials can hold the power to bring in several more client inquiries. Consider prioritizing this as you develop your content plan.

Email Marketing

Just like social media marketing, sending frequent emails to new or existing clients is key to keeping them engaged with your health coaching business.

With automated email marketing platforms like MailChimp , you can easily use existing templates and plug-in content, such as the following:

• Business updates
• Discount offers
• Client testimonials
• Health coaching advice

You may also want to consider creating complimentary materials, known as “lead magnets,” that incentivize future prospects to sign up for your emails. These lead magnets are usually PDF guides that are educational in nature, such as a 7-day meal plan or meditation tips.

Paid Advertising

When it comes to the world of paid advertising, there are a litany of options to try that could increase your visibility online, such as Google Ads or AdRoll .

Or if your budget allows, it could be worth hiring a professional advertising agency to set up paid ads for your business. Keep in mind that depending on the parameters set, paid ads usually reach brand-new individuals who are not familiar with your health coaching services. Because of this, it’s pivotal to highlight what makes you different from other health coaches and come up with a strong call to action to entice future clients to “act now.” Perhaps your hook is a complimentary 15-minute consultation call to get started.

In-Person Marketing

Your future clients are likely looking for a health coach who’s confident, trustworthy, and knowledgeable. One of the best ways you can interactively build credibility and spread the word about your health coaching services is through in-person events.

In-Person Event Ideas for Health Coaches

• Hosting a wellness retreat
• Starting a nutrition-focused meetup group
• Attending a health and wellness tradeshow
• Setting up a community wellness workshop

Although events entail lots of planning, you can consider lightening the load by co-hosting an event with a colleague in your field, or even conducting an online event to cut down on logistics and costs.

5. Build Your Own Support Network

As an entrepreneur, building your own business from the ground up can sometimes feel like an isolating journey. This can be especially the case as a health coach—constantly striving to find solutions and help others in your nucleus. That being said, it’s important to take care of yourself too, and find a network or mentor who can be there to support you. Perhaps this looks like joining a meetup group specifically geared towards health and wellness entrepreneurs or finding your own life/business coach who can guide you.

Finding a support network is critical in building a successful health coach business.

At Escoffier, mentorship is naturally woven into the structure of the Holistic Nutrition & Wellness program. To graduate, students must participate in one to two hands-on industry externships that allow them to work in a real-world setting and build a solid network of professionals in the health coaching field. In turn, this can give them access to long-lasting mentors, as well as connect with like-minded individuals who could provide long-term support.

Launch Your Own Health Coaching Business With Confidence

Although starting your own health coaching business doesn’t happen overnight, you can take the next step by planning ahead. Perhaps you’re ready to create a first draft of your business plan, or maybe your first step is to expand your health coaching skill set, so you can feel 100% confident when working directly with clients.

Escoffier’s Holistic Nutrition & Wellness Program could be the best place to start, helping you to promote healthy lifestyles with a foundation in crafting delicious, balanced meals. If you’re ready to turn your entrepreneurial vision into reality, contact us today to discover more about our programs.

Enjoyed this health coaching article? Try these ones next!

• What Does a Holistic Health Practitioner Do?
• What Is a Holistic Diet?
• Is Getting a Degree in Holistic Nutrition and Wellness Worth it?

*This information may not reflect every student’s experience. Results and outcomes may be based on several factors such as geographical region or previous experience.

Additional Content

• What Is Holistic Nutrition and Wellness?
• What Is Holistic Health?
• How to Start a Career in Holistic Health
• 5 Holistic Nutrition & Wellness Careers You Should Consider
• How to Become a Holistic Nutritionist
• Dietitian vs. Nutritionist: What is the Difference?
• What Does a Nutrition Coach Do?
• How Long Can It Take to Become a Nutritionist?
• Which Degree Do You Need to Become a Nutritionist?
• How to Become a Health Coach
• What Can I Do With a Degree Focused on Health and Wellness?

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Health Coaching: Your Ultimate Template Toolkit for Success

Health and wellness coaching involves working with individuals and groups and empowering them to achieve self-determined goals centered around wellbeing (Moore et al., 2016).

Coaches encourage clients to increase wellbeing and wholeness and ensure their essential needs are met (Arloski, 2014).

This article explores health coaching and introduces templates and tools to assess and motivate clients on their path toward wellness.

Before you continue, we thought you might like to download our three Goal Achievement Exercises for free . These detailed, science-based exercises will help you or your clients create actionable goals and master techniques to create lasting behavior change.

This Article Contains:

8 skills of effective health coaches, 3 techniques for your sessions, how to use motivational interviewing, 9 health coaching templates, forms, and worksheets, 10 extra tips to become the ultimate health coach, 7 helpful assessment tools you can use, most fascinating health coaching books, resources from positivepsychology.com, a take-home message.

Effective coaches support clients in maximizing their personal and professional potential. And yet, clients are not always ready or willing to make the changes needed to improve their health (Moore et al., 2016).

Moore et al. (2016) suggest that health coaches should go beyond improving diet and exercise to address the whole person and avoid ordering, providing solutions, shaming, or arguing with their clients.

Therefore, being successful requires a set of advanced and overlapping skills, including the following (Moore et al., 2016):

• Assisting clients in figuring out what they need and want
• Helping them find their way through nonjudgmental yet challenging and stimulating engagement
• Supporting the client as they “carve away life’s clutter to reveal their best selves” (Moore et al., 2016, p. 13)
• Helping foster the ideal conditions for the client’s brain to adapt, grow, and change
• Eliciting intrinsic motivation (rather than extrinsic self-motivation) in the client (for example, exercising because they want to rather than being told)
• Working with the client to build their confidence by fostering positive emotions
• Engaging authentic positivity and using it as a resource for recovering from obstacles and setbacks
• Coaching clients toward achieving health goals by structuring processes and tracking progress

When the client is reasonably confident and self-motivated, they will begin to make changes – even small ones – that will further improve their confidence and motivation (Moore et al., 2016).

• Accept and respect that patients are resourceful.
• The coach is an enabler rather than an expert.
• Health coaching should take a whole-life approach.
• The client owns and brings the agenda to the session.
• Coach and clients are equals in the coaching process.
• Coaching is for change and action.

When combined, these principles assert the client’s ability and capacity to be resourceful and ultimately responsible for their health (Rogers & Maini, 2016).

Creating a wellness plan

Co-creating a wellness plan with the client is invaluable in providing a clear map for health-related change and coaching sessions. Rather than the coach telling the client what to do, the client must take “responsibility for their own health and wellness” (Arloski, 2014, p. 155).

Therefore, rather than being prescriptive, which is typically ineffective, the wellness plan becomes a tool to help clients (Arloski, 2014):

• Identify and capture ways they would like to work on improving their lifestyle
• Plan how to measure and track progress on their journey
• Secure the support needed
• Define target outcomes so they know when they’ve reached their destination

The wellness plan should also consider the client’s motivation, obstacles that may get in their way, and available support.

Create a wellness vision

Coaches and clients should work together to arrive at a vision of what wellness looks like to the client. The client creates a list of qualities they would like in their ‘best possible lives,’ such as (modified from Arloski, 2014):

• Healthy relationships with friends, partners, and coworkers
• A healthy body, ability to move effortlessly and vigorously, ability to enjoy sports and activities they love
• A sense of meaning and purpose
• Being free of tobacco or reducing unhealthy eating and alcohol intake (as appropriate)

The client can use the list to create a wellness vision statement, such as:

My vision is to become fit and active so that I can enjoy playing and engaging in activities with my young children while maintaining good health as I age.

The client uses their personal and specific statement to create a crystal-clear picture of what wellness and being healthy mean to them.

Determine and live client goals

The client chooses several areas of focus for wellness (for example, increasing variety in their diet, improving physical fitness, reducing reliance on alcohol, etc.) and arrives at goals that define success in each area.

The client and coach can break these goals down into a series of action steps, such as taking a vigorous walk with the dog each morning or increasing the number of vegetables they eat.

The following questions can help the client focus their attention (modified from Arloski, 2014):

• Desires – What do you want from each area of focus?
• Current location – Where are you now with this area?
• Destination – Where would you like to be?
• Committed course – What are you committing to do?
• Challenges – What are you up against?
• Strategies – How will you overcome the obstacles you meet?
• Support – Who can provide you with support along your journey?

SMART goal setting can ensure realistic, specific, achievable, challenging, and time-based goals.

Download 3 Free Goals Exercises (PDF)

These detailed, science-based exercises will help you or your clients create actionable goals and master techniques for lasting behavior change.

Download 3 Free Goals Pack (PDF)

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“Motivational interviewing (MI) is used to evoke and reinforce individuals’ inner motivation to change their behavior toward better health” (Hagger et al., 2020, p. 661). It is non-confrontational and client centered yet discourages cognitive dissonance.

Practitioners using motivational interviewing must be proficient in the following (modified from Hagger et al., 2020):

• Relational skills and adopting the spirit of MI
• Applying MI-consistent techniques
• Increasing the frequency of client utterances about behavior change – known as change talk
• Reducing the frequency of talk that sustains problematic behaviors – known as sustain talk

MI can be a standalone intervention or a motivational prelude to other behavioral change techniques and includes the following (Hagger et al., 2020; Miller & Rollnick, 2013):

• Affirmation The coach clearly affirms the client’s actions and personal attributes. For example, “With your busy day and the bad weather, I really appreciate it that you made the appointment.”
• Elicit–provide–elicit The coach asks to talk about a subject then asks (elicits) what the client already knows.
• Identify strengths The coach identifies strengths by what the client says, then repeats them back. For example, “You are great at following through on the promises you make.”
• Desire – “I really want to stop drinking alcohol.”
• Ability – “I could cut down.”
• Reason – “I would be healthier.”
• Need – “I have to stop now.”
• How would you like to make a start? (commitment)
• What are you ready to do now? (activation)
• When and how will you take this step (taking steps)

3 Best forms for your sessions

1. focusing health choices.

Clients often arrive at health coaching with some idea, consciously or unconsciously, of the lifestyle they seek.

Use the questions in the Focusing Health Choices worksheet to capture a complete list of the health and lifestyle choices the client would like in their lives.

2. Wellness Map

A wellness map focuses both client and health coach on planning and charting coaching success (Arloski, 2014).

Use the Wellness Map to capture desired changes, readiness for change, actions to be taken, and success indicators.

3. Health Coaching Foundations

The client is the expert regarding their health coaching needs and “comes from a unique place in their thinking and their interactions with their world around them” (Arloski, 2014, p. 293).

The Health Coaching Foundations worksheet supports the coach as they get to understand what the client wants and how best they can be helped. It lays the foundation on which to build the coaching plan.

Coaching agreement templates

• Use this free Instructor Feedback Form to organize and obtain feedback for clients to understand and agree on the intention and value of coaching sessions.
• The Behavior Contract identifies and captures behavior aligned with improved wellbeing and environments that offer support.
• Use and modify the free intake form to capture the reasons for seeking treatment and any indicators or triggers that require immediate action.

Crafting a session plan: 3 Examples

While session plans are specific to the needs of the client, the following general coaching tools will help.

The free Goal Planning and Achievement Tracker is a valuable tool for recording weekly goals, accomplishments, and successes and crafting session plans.

Try out the SMART+ Goals Worksheet for setting and delivering specific, measurable, achievable, realistic, and timely goals.

The Session Feedback Form is highly effective for planning future coaching sessions that ensure the client’s needs are met.

One of the most critical factors for a positive outcome from health coaching is to “create a powerful clinical consultation” where coach and client are partners (Rogers & Maini, 2016, p. 43). The following coaching skills can help (Rogers & Maini, 2016; Starr, 2021):

• Create the right first impression You never get a second chance, so make sure that you are professional and friendly when meeting a client.
• Build rapport The client is unlikely to take risks in sharing what is going on for them or engaging fully in coaching conversations without rapport.
• Create a relationship of equals Coaching conversations require you to suspend judgment and recognize that the client is the expert in their consultation.
• Talking about yourself Some judicious sharing of personal details may be acceptable and helpful but can easily lead to swapping roles.
• Effective goal setting is crucial Goals should be co-created with the client and restricted in number.
• Keep language positive Negative comments, even a throwaway remark, can have a lasting and harmful impact.
• Active listening Pay attention to verbal and nonverbal cues – how the client sits, their tone, and their gestures – and take what they say seriously. Read more here about Active Listening techniques .
• Use intuition Know where to take a conversation and when to redirect.
• Practicing effective questioning “Remove barriers, unlock hidden information and surface potentially life-changing insights” (Starr, 2021, p. 88). The best coaching questions have a simple purpose yet open doors to a smooth flow of conversation.
• Giving constructive feedback Support client self-awareness and learning.

• Assessing clients’ Basic Needs Satisfaction is a powerful way to understand their intrinsic motivation for change.
• The Five A’s were created as a framework for assessing and intervening in clients’ unhealthy habits.
• The Decisional Balance worksheet offers a simple assessment tool for capturing the pros and cons of health-related change.
• Assessing Life Wants is an excellent way to better understand the health-related changes a client would like to see in their lives.

3 Questionnaires for health coaches

Health coaches need to form a clear understanding of their clients’ existing lifestyle and the changes they would like to see in their lives.

• SurveyMonkey’s Health Coaching Questionnaire provides a series of questions to capture which areas clients would like to work on.
• The WDEP (Wants, Doing, Evaluation, and Planning) Questionnaire is particularly helpful for understanding what the client wants from health-related changes, what have they tried so far, and what they plan to do
• Use the Abstraction Worksheet to capture in detail the goal of health behavior change and the steps needed to get there.

We have included three of our favorite books on health coaching below.

1. Masterful Health and Wellness Coaching: Deepening Your Craft – Michael Arloski

The book focuses on the theory and tools required to ensure the hoped-for lifestyle changes for the client and the opportunity for a successful future.

Find the book on Amazon .

2. Coaching for Health: Why It Works and How to Do It – Jenny Rogers and Arti Maini

This combined approach aims to provide a radical new message for health coaching that focuses on reducing the coach’s stress while ensuring the best outcomes for clients.

The authors provide clear explanations for working with virtually any client to ensure they gain the confidence required to manage their health.

3. Motivational Interviewing in Nutrition and Fitness – Dawn Clifford and Laura Curtis

The authors discuss the value and power of motivational interviewing in regular interactions with clients and in working through ambivalence to create lasting and positive health behavior changes.

This helpful book shows the potential of moving from ‘sustaining’ behavior conversation to ‘changing’ behavior conversation.

Health coaching techniques can help clients regain control of their health and lifestyles.

Why not download our free goal achievement pack and try out the powerful tools contained within? Some examples include:

• Realizing Long-Lasting Change by Setting Process Goals Setting and working toward goals is a powerful technique for behavioral change.
• Goal Visualization Visualizing the changes we wish to achieve can motivate changes and reduce the likelihood of relapse to unhealthy lifestyles.

Other free resources include:

• Self-Care Checkup Practicing self-care and self-compassion can be the first steps toward adopting new, healthy behaviors.
• The 14-Day Commitment Use this commitment tool to track healthy habits over two weeks.

More extensive versions of the following tools are available with a subscription to the Positive Psychology Toolkit© , but they are described briefly below:

• Step one – Begin by rating satisfaction levels across 10 categories.
• Step two – Identify low scoring areas and clarify what this need means to you.
• Step three – Identify the actions required to work toward getting those needs met.

The wheel provides a visual and intuitive way to track positive change.

• Preparing for Change Motivation interviewing can enhance intrinsic motivation for encouraging health-related changes. Use the DARN acronym for a series of open-ended questions that uncover the client’s desire, ability, reasons, and need to make positive changes.

Besides mentioning all the skills a health coach has, you would find our article sharing 5 Best Wellness & Health Coaching Certification Programs equally useful.

If you’re looking for more science-based ways to help others reach their goals, check out this collection of 17 validated motivation & goal achievement tools for practitioners. Use them to help others turn their dreams into reality by applying the latest science-based behavioral change techniques.

17 Tools To Increase Motivation and Goal Achievement

These 17 Motivation & Goal Achievement Exercises [PDF] contain all you need to help others set meaningful goals, increase self-drive, and experience greater accomplishment and life satisfaction.

Created by Experts. 100% Science-based.

We often have more control over our health than we recognize. Even relatively straightforward changes in health-related behavior, such as drinking and smoking less, eating more healthily, and exercising more, can dramatically influence our wellbeing.

Health coaching involves the client partnering with a coach to make behavioral changes that encourage wellness and living according to their lifestyle goals.

Maximizing our potential is never easy. Coaches must help the client figure out what they want, create the ideal conditions for meeting their psychological and physical needs, and build confidence to transform their lives.

The coach and client co-create a plan and a vision for a new way of living that supports wellbeing. Techniques such as motivational interviewing can be particularly effective at engaging in more positive and helpful ways of looking after themselves.

This article introduces some of the skills needed to be a successful health coach, valuable tools to bring out the best in each session, and books for further reading. We hope you enjoyed it and that it will be instrumental in living healthier.

Don’t forget to download our three Goal Achievement Exercises for free .

• Arloski, M. (2014). Wellness coaching for lasting lifestyle change . Whole Person Associates.
• Arloski, M. (2021).  Masterful health and wellness coaching: Deepening your craft.  Whole Person Associates.
• Clifford, D., & Curtis, L. (2015). Motivational interviewing in nutrition and fitness. Guilford Press.
• Hagger, M. S., Cameron, L. D., Hamilton, K., Hankonen, N., & Lintunen, T. (2020). The handbook of behavior change . Cambridge University Press.
• Miller, W. R., & Rollnick, S. (2013). Motivational interviewing: Preparing people for change . Guilford Press.
• Moore, M., Jackson, E., & Tschannen-Moran, B. (2016). Coaching psychology manual . Wolters Kluwer.
• Normand, M. P., & Bober, J. (2020). Health coaching by behavior analysts in practice: How and why. Behavior Analysis: Research and Practice , 20 (2), 108–119.
• Rogers, J., & Maini, A. (2016). Coaching for health: Why it works and how to do it . McGraw Hill Education.
• Starr, J. (2021). The coaching manual: The definitive guide to the process, principles and skills of personal coaching . Pearson Education.

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