Why Some Coaches Thrive While Others Struggle

The coaching industry is buzzing. With 2025 underway, more people than ever are stepping into coaching, drawn by the promise of freedom, impact, and financial success. Yet, while some coaches thrive, building fulfilling businesses with steady client flows, others struggle to gain traction, feeling stuck in a cycle of effort without reward.

So, what’s the difference? Is it luck, timing, or something deeper? After working with hundreds of coaches and creators over the years, I’ve observed that success doesn’t just hinge on having the right diplomas or strategies (though those are important). It often boils down to mindset, approach, and willingness to adapt.

Let’s explore the key distinctions between coaches who thrive and those who struggle—and how you can ensure you’re in the thriving camp.

Thriving Coaches Focus on Impact, Not Perfection

Coaches who excel understand that their business isn’t about being perfect; it’s about creating value and impact. They’re not paralyzed by the need to have the perfect website, program, or video. Instead, they focus on consistently showing up and serving their audience.

On the other hand, struggling coaches often get stuck in a cycle of overthinking. They wait for the “right time” or the “right circumstances,” which rarely come. As a result, they miss opportunities to connect and grow.

👉 Ask Yourself: Are you focusing on taking imperfect action, or are you holding yourself back waiting for things to be “ready”?

Thriving Coaches Build Relationships, Not Just Strategies

Yes, marketing funnels and social media plans matter. But at the heart of every thriving coaching business is a genuine connection. Successful coaches prioritize building relationships with their audience, showing up authentically, and creating trust.

Struggling coaches often rely too heavily on tactics without building the human element behind them. They may post regularly on social media or send emails, but they fail to resonate if these actions don’t feel personal or meaningful.

👉 Ask Yourself: Are you connecting with your audience on a deeper level or just going through the motions of marketing?

Thriving Coaches Embrace Their Unique Voice

The most successful coaches don’t try to appeal to everyone. They lean into their individuality, quirks, and values, creating a personal brand that stands out. This authenticity attracts the right clients while repelling those who aren’t a good fit.

Struggling coaches often fall into the trap of comparison. They mimic other coaches or dilute their message, trying to appeal to everyone. The result? They blend in rather than stand out.

👉 Ask Yourself: Are you owning your unique voice, or are you trying to fit into someone else’s mould?

Thriving Coaches See Challenges as Opportunities

Every coach faces setbacks—no-shows, failed launches, or even sometimes demanding clients. Thriving coaches view these challenges as opportunities to learn and grow. They pivot, refine, and keep moving forward.

Struggling coaches, however, often see challenges as confirmation of failure. Instead of adapting, they retreat, making it even harder to gain momentum.

👉 Ask Yourself: How do you respond when things don’t go as planned? Are you learning or letting setbacks define you?

Thriving Coaches Invest in Their Growth

The best coaches never stop being learners. They invest in mentorship, training, and support to sharpen their skills and expand their impact. They understand that personal and professional growth is a continuous journey.

Struggling coaches often hesitate to invest in themselves, fearing it’s too risky or unnecessary. Ironically, this reluctance usually keeps them stuck.

👉 Ask Yourself: Are you prioritizing your own growth, or are you expecting clients to invest in you without doing the same?

The Bottom Line

The difference between thriving and struggling as a coach isn’t about luck or talent. It’s about how you think, show up, and choose to navigate the challenges of building a business.

Book My 90-Day Coaching Program

If you’re ready to take your coaching business to the next level, my 90-Day Coaching Program is here to help. Together, we’ll:

• Hone your niche to attract your dream clients.
• Design a signature coaching program that showcases your expertise.
• Master proven strategies to create a steady flow of clients.

💡 Ready to transform your coaching business?

CLICK HERE to find out more and complete the application form. If we're a good fit, I'll offer you a free discovery call [usually £250] and take it from there.