Why coaches need to diversify their business

When many new health coaches start out, they imagine their income will come mainly from one-on-one sessions with clients. While this is a rewarding part of the work, the reality is that building a full practice of individual clients takes time. In fact, the ICF 2023 Global Coaching Study shows that most coaches around the world diversify their services beyond 1:1 coaching in order to generate sustainable income and reach more people. On average, coaches provide almost three additional services alongside coaching, with offerings like training, consulting, facilitating, and mentoring leading the way.

Why 1:1 alone isn’t enough (at first)

• Slow client build-up: It takes time to attract, onboard, and retain enough paying clients to reach a stable income.
  
• Revenue limitations: There are only so many hours in a week. If all your income depends on hourly coaching, you quickly hit a ceiling.
  
• Reduced availability: Most new coaches keep a part-time (or even full-time) job while they grow their practice, which means fewer hours available for coaching sessions. Relying only on 1:1 clients can therefore feel financially and emotionally draining in the early stages.
  
• Market expectations: Clients increasingly want options—group programs, workshops, or ongoing support—not just isolated sessions.
  

This doesn’t mean 1:1 coaching isn’t valuable—it’s often the most transformational service you offer. But in the beginning, a diversified approach gives you more stability and growth potential.

Ways health coaches can diversify
Drawing on the ICF study and real-world practice, here are some of the most effective ways to expand your business model:

1. Workshops & Group Programs

• Run a 6-week group coaching program around a theme (e.g., stress management, building healthier habits, or meal planning).
• Deliver workshops for workplaces or community groups. These not only generate income but also build visibility and trust.

See our blog on group coaching here.
2. Training & Education

• Offer training sessions for other wellness professionals (e.g., “Motivational Interviewing for Fitness Coaches”).
• Develop online courses or self-paced programs that clients can purchase anytime.

3. Consulting & Facilitation

• Partner with businesses to improve staff wellbeing or run corporate wellness initiatives.
• Facilitate group discussions, retreats, or support circles—these can bring in more income per hour and broaden your reach.

4. Mentoring & Supervision

• Experienced health coaches can mentor newer practitioners, creating an additional income stream while giving back to the profession.

5. Digital Products & Resources

• Create e-books, trackers, or recipe collections that support your coaching approach.
• Launch a membership program that offers resources, Q&As, or group coaching for a monthly fee.

6. Collaborations & Partnerships

• Partner with gyms, yoga studios, or nutritionists to offer joint programs.
• Work alongside allied health professionals (dietitian's, psychologists, physiotherapists) to deliver integrated care while staying within your scope of practice.

The takeaway
The data is clear: successful coaches rarely rely on one service alone. Globally, most offer at least three additional services beyond coaching, with training (60%), consulting (57%), and facilitating (55%) leading the way.

For new health coaches, diversifying your services not only makes financial sense, it also expands your impact and helps you discover which parts of the profession you enjoy most.
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👉 Start small—add one additional offering alongside your 1:1 sessions. Over time, you’ll build a business that is both profitable and resilient.