There are a lot of conflicting ideas out there for how to grow a coaching business but there is one that gets a lot of traction and that is to choose a niche.

From the moment I started coaching, I kept being told that I had to choose a niche; I bought training courses that laid it out step by step. I read numerous articles about it and watched what others were doing. The conclusion I came to is that I have to niche if I want my business to work.

So, I set about deciding what my niche was going to be. I had coached some athletes and liked that they got what coaching was and were good to hang around. I also didn’t have much experience with coaching anyone else and so it seemed like the natural choice.

I spent hours writing copy for my website and articles about athletes issues and how to overcome them. I drove my cousin mad as he had offered to help me by making the site for me and I kept wanting to change it.

What I realised later was, that in addition to the fact that we had different ideas about what it should look like, I didn’t really know what I wanted. I was making a decision based on nothing except fantasy and it is no surprise that I couldn’t keep consistent.

An inability to be consistent highlights a lack of integrity between what we know and what we are doing

There are several problems with niching:

  1. IT IS A FANTASY: If you are choosing it at the start of your coaching career, it is based on an idea not experience and you could be locking yourself into something that you could end up hating
  2. IT IS EXCLUSIVE. When you channel yourself into a niche you have to exclude everything else for it to work. You could miss out on so many other opportunities that are already open to you now
  3. IT KEEPS YOU BUSY. If you are focusing on one niche without having previous expertise in it, there is a lot of work to do to make yourself known for it. The work you will be doing for the most part won’t be actual coaching time. You are essentially putting months or even years of work between you and your craft.
  4. IT BECOMES YOUR IDENTITY. Once you are known for a single niche, it can be difficult to change it; like an actor who plays the same role repeatedly, you become type cast. This affects how people perceive you and how you perceive yourself. To change it could mean having to start again from the beginning.

Your niche becomes your prison

So, if you aren’t going to niche, what can you do instead?

  1. Coach people you have worked with before. The easiest way to create a successful coaching business is to use the contacts who know you as being an expert in another field; whatever you did before. Assuming you had a good relationship with most of them, they are the easiest people to offer coaching to; people who already trust you.
  2. Coach people in your current network. If you don’t have many contacts from before or if you just don’t want to work with them, you can reach out to other people you know and offer to coach them or people they know.
  3. Go to meet up groups for personal development. People in these groups are already showing an interest in their growth and so are more likely to be open to coaching. If you go simply to connect with great people, you will meet some who you will want to help.

This is plenty to get you started.

Growing a successful coaching business is really simple as long as you don’t listen to all the noise out there.

Some of the highest paid coaches in the world have no niche, they have no website and you probably haven’t heard of them. Their business is built on connecting with people and coaching them effectively.


Who could I offer coaching to, today?

What next?

Do you want to grow your business on a strong foundation of being an incredible coach?

Do you want to stand out from the crowd by being exceptional?

If so, the coaching programme I have coming up could be for you. Reach out to me if you want to find out how I can help your coaching abilities and business thrive. Fill in the form below or email me at

Here, I talk about it and also share my own accelerated coaching journey: