The Challenge of Finding the Right Coach

Working with a business coach is the fastest way to manifest the vision you hold for your practice. The right coach will help you create a plan, find creative ways to overcome obstacles, provide you with support and accountability, and ensure that you stay on track to meet your mini-goals along the way. The result? Increased productivity and the ability to achieve your biggest goals faster and more efficiently than you ever thought possible. 

 But here’s the catch—finding the right business coach can be a challenge. Business coaching is a booming industry. According to the International Coach Federation (ICF), in 2023 there were over 71,000 coaches worldwide. In the U.S. alone, the business coaching market is valued at around $14.2 billion and has been growing steadily at a rate of 2.6% a year. With so many options, how do you find the right coach who will align with your vision? 

 

Once you think you’ve identified the right coach, it’s essential to be absolutely certain that your investment in their programs will bring you closer to success. Whether their it costs $200, $2,000, or $200,000, you need to make sure you know exactly what you’re signing up for.

 

Ensure Your Coaching Program Delivers: Don’t Repeat the Mistakes I Made

I thought I found the right coach who could help me manifest my vision. He was advertised as one of the top coaches in the country, and I had already purchased one of his pre-recorded programs, which I found valuable. When he offered an annual program with monthly coaching calls and free admittance to in-person events, I jumped at the chance. I was assigned to one of the company’s coaches and began attending online events. At that point, I felt like I was fully supported as I moved toward my goals. 

 

The Cost of Trusting a Sales Pitch

I am embarrassed to admit that I signed up for this program without getting clear on what was actually being promised. Many of the so-called bonuses never materialized, and others required additional financial investment. Here are the mistakes I made and the pitfalls to avoid:

• I Didn’t Research the Coach or His Company: A simple search would have revealed a Better Business Bureau complaint for false advertising. His success was largely self-promoted through press releases written by his own company.
• I Didn’t Get Reviews from Other Clients: This program was new, but even so, there were clients who had dropped out of other programs, and I didn’t take the time to find out why.
• I Signed the Contract Without a Thorough Review: The contract was presented to me two months after I paid for the program. I was told that I couldn’t participate unless I signed it, but I didn’t have time to review it thoroughly.
• I Didn’t Ask Which Influencers Would Be Present at the Events: One promise was access to influential leaders, but I didn’t ask for specifics.
• I Didn’t Ask About the Other Mastermind Clients: I was led to believe that clients were admitted based on rigorous selection criteria, but in reality, it was based solely on the ability to pay.
• I Didn’t Verify the Terms of the Bonuses: One bonus was lifetime access to all the company’s programs. But at the end of the mastermind, I was told that I would need to pay an additional $25,000 to access this.
• The Biggest Mistake I Made: I didn’t get anything in writing because I made too many assumptions.  I assumed that the coach was truthful and the offer was genuine. I assumed that the coach was invested in me and my practice. I assumed that this program would deliver results.

The Power of Marketing

The mastermind program was marketed as an elite, hand-picked group of high achievers with promises of three prepaid trips to exotic locations each year, access to nationally and internationally renowned speakers, and lifetime membership in all the company’s programs, along with many other attractive bonuses. On paper, it seemed perfect— just what I needed to take my practice to the next level.

The Reality

Unfortunately, the reality did not live up to the marketing. The exotic locations turned out to be anything but. One so-called luxurious retreat was held in the coach’s home, far from the glamorous resort depicted in the brochure. Instead of meeting influential leaders, the events were insular, with few outside experts in attendance. Lifetime access to all the company’s programs? It required an additional $25,000.

The promise of “elite status” was also misleading. Rather than being selected through a rigorous process, admission was based solely on the ability to pay. Seats were even given away for free to fill the roster, further devaluing the so-called exclusivity.

Lack of Inclusivity for Disabilities and Seniors

Another significant issue was the lack of inclusivity for individuals with disabilities or mobility challenges. Many of the special events weren’t designed with accessibility in mind. At the final event, for example, the meeting room was on the third floor, accessible only by a narrow, steep staircase. The steps, made of uneven natural stone, were especially challenging for attendees with mobility issues.

**Note** It’s important to remember that the Americans with Disabilities Act (ADA) requires businesses, governments, and nonprofits to provide access for people with disabilities. The ADA also offers guidelines for planning accessible events. For more information on creating inclusive events, visit the ADA Planning Guide for Accessible Events.

What to Consider Before Joining a Coaching Program

Before committing to a coaching program, here are the pitfalls to avoid to to protect yourself and ensure your coaching program will deliver:

• Research the Company and Coach: Look beyond the marketing. Search for reviews and complaints.
• Understand the Offers and Claims: Ask for detailed explanations of what’s being promised, and don’t hesitate to ask for clarification.
• Review Contracts with a Lawyer: This is especially important for high-cost programs. Legal contracts and agreements should be provided in advance and you should be given time to review them.
• Verify the Exclusivity and Access: Ask for specifics about access to leaders and events.
• Make sure venues are accessible: If you have a disability, even a temporary one, ensure that it is accommodated.
• Get Everything in Writing: Make sure all promises in the offer are documented and you have copies.
• Trust Your Instincts: If something feels off, it probably is. Listen to your gut.

Conclusion

Whether you’re investing $200 or $200,000 in a coaching program, make sure your investment will bring you closer to success. Do your due diligence, ask the right questions, and trust your instincts. The right coaching program can be transformative—but only if it truly delivers on its promises.

If you’ve had a similar experience to mine, know that you’re not alone. Many of us are drawn to these opportunities because we believe in the power of coaching to make a difference. But sometimes, the reality doesn’t live up to the hype. Sharing our stories will push for more transparency and integrity in the coaching industry.  It will help other holistic practitioners to find programs that truly deliver results and avoid business coaching nightmares.

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