We get asked this a lot, and the discipline changes every time. Swimming. Yoga. Nutrition. Stress management. Sports skills. Music teaching. Cooking. The question underneath is always identical: your case studies are personal trainers, so does any of this apply to me?
The honest answer is that it works, and in our experience it usually works better than it does for a general personal trainer. That is not flattery. It is a consequence of how narrow your market already is, which we will come back to.
The reason is also less flattering to our method than you might expect. We are not therapists. We do not teach yoga either. What we teach is how to find the right people, sell to them without a hard sell, and deliver coaching to a group without your calendar eating you alive. None of those three jobs care what you coach.
We have already worked with psychotherapists who sell resilience workshops alongside their clinical practice, so this is not hypothetical.
Every coaching business we have worked with solves a specific problem in one of three areas.
This work usually sits across the first and third columns. The buyer is a person with a problem they cannot solve alone, who wants a specific outcome by a specific time. That is the same purchase decision whichever column you are in.
Beyond fitness we have worked with chefs moving into online culinary courses, yoga teachers running virtual memberships, stress management experts, woodcraft teachers, classical guitar teachers, people helping divorcees find their feet, and someone teaching algebra. Justin is a chef who helps people in the catering industry with their non-culinary skills, and he has taken that well past six figures using this system.
This matters more here than in any other discipline we work with, so deal with it first.
If you are a registered or accredited therapist, your professional body has views on how you advertise, what you may call yourself, how you handle confidentiality and what you can offer in a group. In the UK that usually means BACP or UKCP guidance, alongside your insurer. Coaching sits outside most of those frameworks, which sounds like freedom and is actually the trap: the looser the framework, the more careful you have to be about what you imply.
We are not qualified to tell you where your line sits. Verify it with your professional body and your insurer before you market anything. What we can say is that the practitioners who run into problems usually do it by letting a sales page imply clinical treatment, or by taking someone into a group programme who needed one-to-one clinical care.
Two things protect you and your clients at the same time. Screen properly at intake, including for risk. Have a clear referral route for anyone who needs therapy rather than coaching, and use it without hesitating. Turning the wrong person away is not lost revenue, it is the thing that keeps you in business.
Think about what actually makes you money in this work. It is three systems, and your discipline sits inside only one of them.
System one: automated selling. You run a short challenge or workshop, usually 14 days, that gives people a genuine result for free. They opt in from an ad or a post, they get coached by you for two weeks, and at the end you make one offer. The mechanism is identical whether you spend those 14 days on someone's avoidance habits or their squat. The emails, the landing page, the daily lesson structure, the pitch on day 12: all of it is content-agnostic.
System two: targeted ads. Meta does not know or care what you coach. It knows who clicked, who opted in and who bought, and it finds more of those people. A coach targeting new managers who freeze in senior meetings is doing exactly the same job as a fat loss coach targeting new dads. Same campaign structure, same budget rules, same maths on cost per lead and revenue per lead.
System three: coaching delivery. Weekly check-ins, a group portal, a clear reporting format, never having the same conversation twice. This is where your discipline finally shows up, and it shows up as content inside a container we have already built.
The discipline changes the content. It does not change the machine.
A good niche is a person, a problem and an outcome. "Mindset coach" is none of those. It describes what you do to someone, in a word so broad that nobody searches for it and nobody recognises themselves in it.
"I help new managers who avoid difficult conversations get through a performance review without rehearsing it for a week" is a niche. So is "I help people six months after a divorce rebuild a social life they actually want". Same skills, same methods, completely different business, because now a stranger reads it and thinks that is me.
Therapists usually find this easier than self-taught coaches do, because the caseload already told them who they are good with.
We would be lying if we said nothing was different. This field comes with four real adjustments, and all four are solvable.
The hour is the entire business model, and that is the ceiling. You earn when you are in the room, so your income is capped by how many emotionally demanding hours you can hold in a week. That number is lower than in most professions, and pushing it is how people burn out. Group delivery is the only version of growth here that does not cost you more hours.
Confidentiality works differently in a group. One-to-one confidentiality is well defined. A group needs an explicit agreement, agreed out loud at the start, about what members may repeat outside it, whether sessions are recorded, and what happens when someone discloses something serious. Write it down and have people accept it at intake. Done properly, the group becomes the most valuable part of the offer, because people discover their problem is not unique.
You cannot photograph the outcome, so use proxies. Fitness coaches have before and after photos. You do not, and you should not go looking for an equivalent. Use observable proxies the client names at the start: hours of sleep, how many times they avoided the thing, whether they got through a specific situation, a weekly self-rating. Track them from day one. It gives you honest evidence, it gives the client something to see, and it gives you testimonials that describe a change rather than a feeling.
Delivery does not have to be live. The default assumption is that this work only happens in real time. Much of it does not. Voice notes, written reflection between sessions and a structured prompt on a fixed day often produce better thinking than a call, because the client answers when the thought arrives rather than when the diary says. It also protects your calendar, which is the whole point.
None of these change the sales system. They change what you build inside it.
There is a single condition, and it is not about therapy. You have to be able to get a client a result.
If you can reliably take someone from where they are to where they want to be, the system will put that in front of more of them. If you cannot yet, then the work is on your practice, not your marketing. Automating a weak offer only means more people find out it is weak, faster. We would rather tell you that now than take your money and watch it happen.
When someone asks "will this work for therapists", they are rarely asking a factual question about therapy. They are asking whether it will work for them. That is a fair fear and it deserves a straight answer.
The parts we control are the systems, the structure and the troubleshooting from running this ourselves since 2010, across more than 5,000 coached clients. The parts you control are your niche clarity, the quality of your work and how many reps you put in. If your offer is not something people want, no funnel rescues it. If it is, the funnel puts it in front of the right people on repeat.
The first move is to write your offer statement in one sentence: I help [person] to go from [problem] to [outcome] via [mechanism] without [pain]. If you can fill every bracket without hedging, and without implying something you are not offering, the rest of the system has something to work with. If you cannot, that is the job for this week, and it is the same job whether you work on anxiety or teach algebra.
We work with coaches to get to 30 clients using these three systems, and we spend most of the first fortnight on exactly that sentence.
If you want to know whether your specific discipline and audience will hold up, book a call with our team. Bring your niche, your current client count and what you have already tried. We will tell you honestly whether we can help, including when the answer is no.
*DISCLAIMER: The sales figures stated above and in this training are our personal sales figures or sales figures of our clients. Please understand our results are not typical. We're not implying you'll duplicate them (or do anything for that matter). The average person who buys any "how to" information gets little to no results. We're using these references for example purposes only. Your results will vary and depend on many factors including but not limited to your background, experience, and work ethic. All business entails risk as well as consistent effort and action. If you're not willing to accept that, please DO NOT register for this training.
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