New Global Research by Onwards Consulting Reveals How Coaches Can Thrive Financially Without Sacrificing Purpose

First-of-Its-Kind Research Uncovers the Disconnect Between Coaching Success and Profitability

Coaches invest significantly in certifications and professional credentials, yet many struggle financially because they may be underinvesting in critical business development activities, according to a landmark global study released today by Onwards Consulting in collaboration with independent research firm Market Street Research.

The Business of Coaching surveyed more than 300 certified coaches worldwide, uncovering a crucial profitability gap: While 72% of coaches feel successful, fewer than half (44%) consider their practice profitable. The research identifies specific successful business practices employed by profitable coaching entrepreneurs.

“Coaching is deeply rewarding, purpose-driven work,” said Chris Chaia, founder of Onwards Consulting and architect of the coaching business research. “But purpose alone isn’t enough to sustain a business. This research provides concrete, actionable data to help coaches align their passion with profit, and build resilient businesses without compromising their values.”

Why Some Coaches Thrive (and Others May Not)

Coaches who identified their businesses as profitable consistently engage in:

• Clear revenue goal setting
• Strategic pricing models and value-driven packages
• Structured partnerships and referral networks
• Targeted marketing and lead-generation activities
• Leveraging administrative tools and outsourced expertise (such as CPAs and virtual assistants)

The coaching research explored the habits, practices and perspectives of coaching entrepreneurs. The data revealed in-depth insights regarding pricing models, revenue structures, niches, certifications, client acquisition strategies, and other vital areas, including how to measure and communicate return on investment (ROI)—a common challenge.

Highlighting Key Trends and Opportunities

The study further highlighted coaching trends impacting practitioners and the industry at large:

• Entrepreneurial Mindset: The study explored how coaches perceive their roles, finding that 77% primarily identify as coaches, while only 23% see themselves as entrepreneurs. Coaches who embrace an entrepreneurial mindset tend to allocate more time and resources toward strategic business planning, marketing, and outsourcing operational tasks—activities typically linked to stronger financial outcomes.
• Leveraging Technology and AI: Technology is reshaping how coaching is delivered, from increasing efficiency and customization, to creating new concerns about commoditization and the loss of human connection.
• Economic pressures, commoditization, and pricing challenges: Coaches are facing pricing pressure from economic shifts and global coaching platforms. To stay competitive, they must clearly communicate their value as fees trend lower.

From Guesswork to Growth

“This study affirms the genuine passion and commitment coaches have for making a difference in their clients' lives,” Chaia said. “Until now, coaches didn’t have data-driven insights to inform how they strategically invest their time, money, and resources. This research shows that with the right business development strategies in place, purpose and profit can comfortably co-exist.”

For more information on The Business of Coaching study (available for purchase), including access to a free executive summary, visit www.coachonwards.com.

About Onwards Consulting

Onwards Consulting provides executive coaching and strategic business advisory services, empowering coaching professionals and organizations to achieve sustainable success through clarity, strategy, and actionable insights.

About Market Street Research

Market Street Research (MSR) is a woman-owned market research firm based near Boston, Massachusetts. The firm specializes in customized research across sectors including healthcare, finance, education, and not-for-profits. MSR supports clients ranging from Fortune 500 companies to small and mid-sized organizations.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250414535483/en/

72% of coaches feel successful. Only 44% are profitable. What gives? See what sets the top performers apart.