In this blog post I’m sharing my perspective on where the coaching industry is in 2026. Some people are having conversations about the coaching industry imploding and coaches struggling, but I have a different take on what’s actually going on. Read on to discover what truly isn’t working, what is working and the kinds of coaches who will thrive in the rest of 2026 and beyond.

Listen to this episode on The Wholehearted Business Show Podcast: Listen on Apple Podcasts / Listen on Spotify

An Honest Conversation About Coaching Right Now

Today, I want to open up a bigger conversation about what is really going on in the coaching industry.

This is something I am hearing more and more from my clients. It comes up in their conversations with peers, in the content they are consuming online, and in the questions they are quietly holding behind the scenes. There is a definite shift happening, and people can feel it.

So I want to add my perspective – not from the outside looking in, but from someone who has been in this industry for over 13 years. Someone who works closely with a wide range of coaches every single day. Someone who has seen the different seasons, trends, and turning points that shape how this space evolves.

In this post, I will share what I am seeing right now, what it actually means for you as a coach, and how you can navigate it in a way that feels grounded, sustainable, and aligned. Because this is not just about what is changing -it is about how you move through that change and come out the other side with a business that still works for you.

What Is Really Going On in the Coaching Industry Right Now

Let’s talk about what is happening in the online coaching space, because there is a lot of noise around this at the moment.
You have probably seen it. Conversations online. Posts from other coaches. Clients sharing what they are hearing and experiencing. There is a strong narrative that things have become more difficult, particularly over the last couple of years.
And to be fair, there is some truth in that.

Across the wider online business space, many people experienced significant growth during the COVID period. Lockdowns created a unique set of circumstances where more people were online, more people were investing in themselves, and many businesses saw rapid expansion.

Since then, things have shifted. For some, that level of demand has dropped. For others, the way people are buying has changed. Add to that the rise of AI, increasing market saturation, and wider economic pressures, and it is no surprise that many coaches are now saying that it feels harder to make the same level of income they once did.

You may also have noticed that even some of the bigger names in the industry are speaking about this. There is a sense that what worked before is not working in quite the same way anymore. And that can feel unsettling, especially if you are in the process of growing your own coaching business.

It raises very real questions:

• Is this still worth pursuing?
• Is it going to be harder than it used to be?
• Am I trying to build something in the wrong climate?

These are questions I have heard directly from my own clients too. People feeling disheartened, questioning their direction, and wondering whether they should keep going.

Alongside this, there is another important layer to acknowledge: the coaching industry, for the most part, is still unregulated. With that comes a spectrum of integrity.

There are incredible coaches doing deeply impactful, ethical work. And there are also practices that do not feel aligned, particularly when it comes to how people are being sold to and what is actually delivered inside programmes. I have personally heard some difficult stories from clients about high-pressure sales tactics, misaligned promises, and experiences that simply did not feel supportive or safe. For those of us who are heart-led or highly sensitive, that can feel especially jarring.

So when you zoom out, it makes sense that there is a lot being said right now. You have shifting market dynamics. You have changing buyer behaviour. You have economic pressure. And you have valid concerns around integrity within the industry itself.

All of that combined creates a narrative that the coaching industry is struggling or that it is no longer what it used to be. And if you are taking that in without context, it is completely understandable that you might start to question your place within it.

My Perspective

I want to share my perspective on all of this, because context really matters here.

I have been in the coaching industry for over a decade. I started my business in 2012 as a health coach, and over time that evolved into supporting other coaches with their businesses as mine grew.

Alongside that, I brought in a background in business support, working with third sector organisations on planning, marketing, and fundraising, as well as experience in design and websites. So I have always had a blend of coaching and practical business skills running through my work.

At the end of 2019, after having my daughter, I made the decision to step fully into business coaching. I simply did not have the capacity to run two businesses, and this was where my energy and passion naturally wanted to go.

Since then, I have worked with hundreds of coaches.

And what I am seeing on the ground, day to day, is not the same as the narrative being shared more widely online. My own business has continued to grow over the past few years. I have not experienced a drop in sales. And importantly, neither have many of the coaches I work with.

But here is where nuance is important. I am not operating at, or teaching, the multi six-figure, high-scale model that a lot of the louder voices in the industry are known for. My work has always been centred around a more sustainable, spacious, and human approach to business—a “cozy” coaching business, if you like.

One that can still generate a life-changing income, but without needing to scale to extreme levels, rely heavily on ads, or build a business model that feels disconnected from the actual coaching work.

The coaches who seem to be struggling the most right now are often those running high-revenue, course-heavy businesses that rely significantly on paid advertising. Those models were particularly well suited to the COVID boom, when demand was high and ad performance was strong.

But the landscape has changed. Ad costs have increased. Returns are less predictable. AI has shifted how people create and consume content. Buyers are more discerning than they were a few years ago.

So yes, those types of businesses are feeling the pressure.

But that does not mean the coaching industry as a whole is failing. What I am consistently seeing is that coaches running smaller, more relational businesses are still signing clients. They are still filling group programmes. They are still generating steady, meaningful income.

I see it every single week. Clients onboarding new one-to-one clients. Group programmes filling in a way that feels aligned and manageable. Businesses growing at a pace that actually supports their life, not overwhelms it.

That reality is just not as visible online. Because the truth is, most business-to-consumer coaches are not publicly sharing their income or constantly broadcasting their results. They do not need to. They are focused on their clients and their work, not on proving anything to the internet.

For me, the conclusion is this: the issue is not the coaching industry itself. The issue is the business models that have been dominating it, and the way that some people have been selling within those models. When you step outside of that, there is still so much opportunity here. And it is important to recognise that, especially if you are building something that is intentionally different.

What Is Working Now

So, with all of that context, let’s talk about what is actually working right now.

From what I am seeing, one of the most resilient and effective approaches is coaching that feels personal, individual, and genuinely supportive. That often looks like one-to-one work.

One-to-one coaching is not for everyone. There are pros and cons, and you can build a successful coaching business without offering it. But one-to-one creates a personalised experience. It allows your clients to feel seen, heard, and supported in a way that is very difficult to replicate at scale.

And that is exactly what people are craving more of right now. In a landscape that is increasingly automated, templated, and influenced by AI, real human connection stands out. It cuts through the noise.

This is why I have been putting such a strong focus on helping coaches build powerful, well-structured coaching packages. When you can clearly communicate a personalised transformation, it becomes far easier for the right people to say yes.
Now, I want to be really honest: if your goal is to build a multi six-figure business at scale, I am probably not your person. There are plenty of coaches out there who specialise in that model, and that is absolutely valid.

But if your version of success looks like a business that generates a solid, sustainable income while allowing you to do work you love and actually have a life alongside it, then this is where I see things working beautifully. Whether that number is £40K, £50K, £60K, or £70K a year, I wholeheartedly believe that is not only possible, but very achievable for most coaches. Especially when your work is rooted in depth rather than volume.

For heart-led and highly sensitive coaches, there is a real advantage right now. The old, aggressive approaches are not landing in the same way, creating space for thoughtful messaging, deeper connection, and integrity-led businesses to stand out.

In practice, this means:

• Creating content that genuinely resonates
• Using AI as a support tool, not a replacement for your voice
• Ensuring your personality and lived experience are present in everything you share
• Building offers that make sense and a business model that works sustainably

These foundations are what make a coaching business thrive today.

Recap

To bring this together: yes, online chatter suggests the coaching industry is more challenging. And that is true – for high-revenue, course-heavy businesses reliant on ads. Those models are less effective now, with a trust recession, reduced ad returns, and buyers becoming more discerning.

But for coaches providing personalised, one-to-one or small-group support, the opportunity is alive and thriving. Success in this model requires intention: resonant messaging, trust-building, clear offers, and a well-structured business model.

When these foundations are in place, these coaching businesses are flourishing. I see the evidence every day, in my own business and in the businesses of the coaches I support.

The coaching industry does have reputational issues, particularly around integrity and high-pressure selling. But we, as heart-led coaches, can choose to show up differently – with care, ethics, and intention – and prove that another way is not only possible, but highly successful.

Wholehearted Business® Program

Everything I have talked about – the foundations of a strong, sustainable coaching business – is covered in detail in Wholehearted Business®.

This program is a small group with a high level of individual attention. I make it a point to know your business in detail, whether through Voxer support, reviews, or one-to-one upgrades. Everyone is seen, heard, and supported.

Wholehearted Business® is structured around six key areas:

1. Foundations – Niche, message, website, values, and business setup
2. Aligned Marketing – How to be found in today’s online environment
3. Connection and Lead Generation – Building trust and meaningful connection with potential clients
4. Sales – Selling ethically and comfortably
5. Offers and Business Model – Structuring offers so everything works cohesively
6. Internal Systems, Planning, and Mindset – Creating effective systems and mindset to deliver sustainably

The deadline to join is 8:00 PM UK time on Thursday 26th March, and the program will not reopen until September. Prices will also increase at that point.

I am genuinely proud of what we offer in Wholehearted Business® and the transformation it provides for coaches who want to build a sustainable, heart-led business.

If you have questions, please get in touch – I am more than happy to chat and help you feel confident in your decision.

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