The First Step You Need to Take When Starting Your Coaching Business
As A New Coach, Do You Niche? Or Do You Not.
If you’ve recently certified as a coach, chances are you’ve heard the advice: “You need to pick a niche!” It’s one of the most commonly repeated mantras in the coaching world—and for good reason. But does every new coach need to niche down straight away?
Let’s explore the case for and against niching early on, so you can make a strategic decision that aligns with your growth, your curiosity, and your business goals.
The Case For Niching
Niching can be powerful, especially in a saturated coaching market.
Here’s why:
1. Clear Messaging = Easier Marketing
When you know who you’re speaking to, your message lands better. A well-defined niche allows you to use your audience’s language, speak directly to their pain points, and become known for solving a specific problem.
2. Faster Word-of-Mouth Growth
It’s easier for others to refer you when they understand exactly what you do. If someone says, “I help mid-career women transition into purpose-driven roles,” that’s far more memorable than, “I’m a general life coach.”
3. Streamlined Services & Offers
With a clear niche, you can create offers and packages that match the needs of a specific client type—leading to better results, stronger testimonials, and increased confidence in your delivery.
The Case Against Early Niching
But niching too soon can actually be limiting, and even harmful, to your long-term development as a coach. Here’s why:
1. You Don’t Know Yet What You’re Best At
When you’re newly certified, coaching different types of clients helps you discover your strengths. You might start out thinking you want to coach executives, but end up thriving with creatives or entrepreneurs. Early experimentation is valuable.
2. Niching Can Create Pressure and Perfectionism
Some coaches get stuck for months (or years!) trying to land on the “right” niche. This delay can lead to inaction and imposter syndrome. What’s more important at the start is doing the work, even if it’s broad.
3. The Market Can Help You Niche Organically
As you coach more clients, you’ll start to notice who gets the best results, who energises you, and what problems you love solving. Let the niche emerge from real experience, not just theory.
A Middle Ground: Clarity Without Constriction
The most successful new coaches often find a middle path:
Rather than forcing a rigid niche, they clarify their value proposition—what they do, how they help, and what results they facilitate. This allows for flexibility while still giving potential clients a clear reason to work with them.
“Niching is one way to get clarity. But clarity can also come from understanding your voice, values, and impact.”
Let’s Workshop It Together
If you’re feeling stuck between “I need a niche” and “I have no idea what mine is,” you’re not alone.
I offer a focused 1:1 ‘Plan It’ Business Workshop to help you:
Unpack your unique coaching strengths
Articulate your value proposition (even without a niche)
Outline a simple client journey to build momentum
Get out of the planning spiral and start confidently
Whether you're ready to niche or not, you can still build a thriving, aligned business.
If you’re looking for help in getting your coaching business built, let’s chat!
