Thriving in Your Niche: Four Essential Questions for Coaches

Whether you want to be employed as a coach, start your own coaching business, or integrate coaching skills into your current role, defining your niche will help you stand out and attract the right clients.

In this guide, we’ll explore four essential questions every new coach should answer to grow a thriving coaching practice.

Why Identifying a Coaching Niche Matters

Every coach brings a unique blend of skills, strengths, and experiences from personal and professional life. When paired with coaching expertise, this uniqueness becomes your competitive advantage.

By embracing your niche:

• You overcome imposter syndrome.
• You highlight your distinct value as a coach.
• You connect with the right clients who need your services.

The Four Essential Questions for Coaches

1. Who am I as a coach?

This is about identifying your niche. Ask yourself:

• Do I want to focus on life coaching, personal growth, or wellness?
• Am I drawn to working with entrepreneurs, start-ups, or small businesses?
• Do I prefer leadership and executive coaching in the corporate world?
• Could my niche be in education, supporting young people, parents, or teachers?

Your answer forms the foundation of your coaching identity.

2. Who do I coach?

This is your Ideal Client Profile. Once you’ve chosen your niche, get specific about who you serve. Consider:

• Age range and life stage
• Professional background
• Challenges or transitions they are facing

Examples of clear Ideal Clients:

• Career-driven women returning to work after maternity leave
• Professional athletes (aged 30–40) preparing for a career transition
• Male leaders entering early retirement (aged 45–60)

The more specific you are, the easier it becomes to create relevant services and content.

3. What do I offer?

Your coaching packages or programmes should directly meet the needs of your Ideal Client.

• Package: A set number of sessions (e.g., six one-hour sessions over 12 weeks).
• Programme: A structured journey with defined outcomes, tools, and techniques tailored to client goals.

Example: A coach working with leaders in early retirement might offer a 12-week programme with weekly sessions focused on career transition, identity shifts, and future planning.

4. How do I market myself?

Once you know your niche, Ideal Client, and services, marketing becomes simpler.

• Choose channels where your clients are active (e.g., LinkedIn for professionals, Instagram for lifestyle niches).
• Craft messages that speak directly to client needs.
• Focus your time and budget on platforms with the highest relevance.

This targeted approach saves resources and increases effectiveness.

Tips for Long-Term Success as a Coach

• Be flexible: Your niche can evolve as your career develops.
• Review regularly: Reflect on what’s working and adjust your services.
• Find your thread: Identify the consistent theme that runs through your coaching.

For example, Rachel Russell began coaching small business owners after leaving the corporate world but expanded over time to include leaders and teams, all while maintaining a core focus on work-life balance.

FAQs About Building a Coaching Business

Q: How do I choose a coaching niche? A: Reflect on your skills, passions, and experiences. Start broad (e.g., life, business, leadership) and narrow down to a specific audience you feel equipped to serve.

Q: Do I need to pick a niche right away? A: No. Your niche can evolve over time. Start with what feels right and refine as you gain experience.

Q: What’s the difference between a coaching package and a programme? A: A package is a set of sessions over a period, while a programme is a structured journey with clear outcomes.

Q: How do I market my coaching business effectively? A: Focus on where your Ideal Clients are most active, craft clear messaging, and avoid spreading yourself too thin across channels.

Conclusion

Thriving as a coach starts with clarity:

• Know who you are as a coach.
• Define who you serve.
• Create services that solve real problems.
• Market with focus and precision.

By revisiting these four questions regularly, you’ll refine your niche, attract the right clients, and build a sustainable coaching business.

About Author:

Rachel Russell an ICF Accredited Coach, Mentor and TCA Trainer who empowers business leaders, managers and their teams to create and achieve their vision of success, increase productivity, work more efficiently, retain and attract both clients and team members, improve their marketing and sales, all while maintaining a work/life balance.  

If you would like to hear more from Rachel about the world of coaching and training to become an accredited Life Coach, book your free place on free 'Introduction to Life Coaching' webinar!