Joanna Lott Coaching

My purpose and why : A story about finding your path

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Start Your Profitable Coaching Business: A Step-by-Step Guide for New Coaches

Meta Description: Learn how to start a profitable coaching business as a new coach. Get expert tips and strategies from a successful coach who has been in your shoes.

Table of Contents:

  1. Introduction
  2. My Coaching Journey
  3. The Struggles of Starting a Coaching Business
  4. Key Steps to Building a Profitable Coaching Business 4.1 Step 1: Define Your Niche and Target Audience 4.2 Step 2: Develop Your Coaching Program or Services 4.3 Step 3: Build Your Online Presence 4.4 Step 4: Implement Effective Marketing Strategies 4.5 Step 5: Continuously Improve and Adapt
  5. Success Story: Lara’s Experience
  6. Get the Support You Need
  7. Conclusion


Are you a new coach feeling overwhelmed and uncertain about how to turn your passion into a profitable business? You’re not alone. Starting a coaching business can be challenging, but with the right guidance and strategies, you can achieve success. In this comprehensive guide, I’ll share my personal journey and the lessons I’ve learned to help you build a thriving, values-led coaching business.

My Coaching Journey

A few years ago, I was working in London as an HR & OD Project Officer, feeling unfulfilled and trapped in a job I thought would be my forever life. That all changed when I had my first coaching session at the age of 40. It was a pivotal moment that allowed me to question the beliefs I had been carrying around for so long.

Within a few months, I quit my HR job, a decision that felt massive at the time. My job was my identity, and letting go of that security was daunting. However, I’ve never looked back, and I’m thankful for the support I had during this incredible leap of faith.

The Struggles of Starting a Coaching Business

My journey to becoming a successful coach wasn’t straightforward. I took on two additional jobs while still working in HR to build the courage to quit. I had three jobs, plus two young children aged 2 and 4 at the time. It was a challenging period, but my passion for coaching kept me going.

I learned about the world of coaching while working as an administrator at a coach training organization. I was consistently coached myself and signed up for the Level 7 Executive Coaching and Mentoring program. During this time, I became obsessed with improving an email program designed to help coaches start their sustainable coaching business.

I quickly realized that simply providing information wasn’t enough. Starting a coaching business requires support, accountability, community, mentoring, coaching, and someone who believes in you 100% while you build that belief in yourself.

Key Steps to Building a Profitable Coaching Business

Through my own experiences and extensive research, I’ve identified the key steps that new coaches should take to build a profitable coaching business:

Step 1: Define Your Niche and Target Audience One of the most important steps in starting a successful coaching business is defining your niche and target audience. Identify the specific area you want to focus on and the people you want to serve. This will help you stand out in a crowded market and attract the right clients.

Step 2: Develop Your Coaching Program or Services Create a coaching program or package of services that addresses the specific needs and pain points of your target audience. Your offerings should be designed to provide tangible value and measurable results for your clients.

Step 3: Build Your Online Presence In today’s digital age, having a strong online presence is crucial. Develop a professional website that showcases your expertise, services, and unique value proposition. Additionally, leverage social media platforms to connect with your target audience and establish yourself as an authority in your niche.

Step 4: Implement Effective Marketing Strategies Implement a combination of online and offline marketing strategies to reach and attract your ideal clients. This may include content marketing, email marketing, networking, speaking engagements, and strategic partnerships.

Step 5: Continuously Improve and Adapt The coaching industry is constantly evolving, and it’s essential to stay current with industry trends and best practices. Continuously seek feedback from your clients, attend professional development workshops, and adapt your offerings to meet the changing needs of your target audience.

Success Story: Lara’s Experience

“Get the love and support you need to make it happen.” – Lara

Lara is one of the coaches who participated in my beta program for new coaches starting their values-led, profitable coaching businesses. Her feedback and success story serve as a testament to the effectiveness of the program:

“I took all the courses, followed all the ‘rules,’ and made masses of mistakes that taught me A LOT about what NOT to do when starting a coaching business. The program provided the love and support I needed to make it happen and build a successful coaching business.”

Get the Support You Need

I understand that starting a coaching business can be overwhelming, which is why I offer personalized support to help you implement the strategies and techniques outlined in this guide. By joining my program, you’ll receive:

  • Comprehensive training on building a profitable coaching business
  • Personalized coaching and mentoring sessions
  • Accountability and a supportive community of like-minded coaches
  • Access to proven marketing and client acquisition strategies
  • Guidance on developing your unique brand and online presence

Don’t try to navigate the journey alone. With the right support and guidance, you can make a difference and earn a living doing what you love.


Starting a profitable coaching business is not an easy feat, but it is achievable with the right mindset, strategies, and support. By following the steps outlined in this guide and leveraging the expertise of those who have been in your shoes, you can overcome the challenges and build a successful, values-led coaching business.

Remember, your passion for coaching and your desire to make a positive impact are your greatest assets. Embrace the journey, stay committed, and never stop learning and growing. With dedication and perseverance, you can turn your coaching dreams into a rewarding reality.

If you’d like my help to implement these strategies so you can make a difference AND make a living, you can learn more about how I can support you here Business of Coaching Programme

Connect with Me

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You can also listen to all my new content on my podcast Women in the Coaching Arena

Hi, I’m Jo

I’d love to help you on your coaching journey. I spent 20 years in corporate HR but faced challenges balancing work and family. Refusing to settle, I ventured into coaching, seeking financial success aligned with my values. Overcoming limiting beliefs, I developed strategies to attract clients, leading to the creation of my Reliable Results Path. Now, I support coaches in achieving their goals through my Business of Coaching programme. My values of honesty, personalisation, and courage guide me, fostering a community of impactful coaches who believe in inclusivity and making a difference. More about me




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Hello and welcome! I’m Joanna Lott, and I’m passionate about empowering qualified coaches like you to build brilliant businesses.