Is the Coaching Industry Oversaturated? What Coaches Need to Know
If you’re a coach – especially if you’re heart-centred, highly sensitive, or even neurodiverse – it probably feels like the coaching industry is noisy right now. And honestly, you’re not imagining it. Over the past several years, coaching has become more and more popular. It’s an amazing industry to be part of, and it makes sense that so many people feel called to this work.
But while this growth is exciting, it can also feel overwhelming. For sensitive and heart-led coaches in particular, the sheer volume of voices online can leave you wondering: How do I stand out in an over-saturated coaching industry? How do I find clients when so many others seem to be offering the same thing? Those questions often spiral into comparison and self-doubt.
Here’s the good news: while the coaching space feels crowded, the demand for coaching is also growing. More people than ever want to work with coaches. And often, what we’re actually sensing as “noise” isn’t just the number of coaches, it’s the sheer amount of content being created online.
Between social media, blogs, podcasts, and now the explosion of AI-generated content (much of it low quality), the volume of information out there is unprecedented. This is what makes the online space feel like walking through a noisy crowded marketplace where everyone is shouting “buy my thing!” at the top of their lungs.
That approach might work for some people, but it doesn’t have to be the way you choose to run your business. There are gentler, more authentic ways to cut through the noise – and that’s exactly what we’re going to explore.
Call In the Right Clients Instead of Just Standing Out
So how do we stand out authentically amongst this noise? The first thing is to stop thinking about ‘standing out’ and instead think about how we are calling in the right people.
Now, this is a really big mindset shift because I think most of us feel like, oh, I need to be standing out. I need people to notice me. I need people to know that I exist. Yes, that is important and we’re going to come to that in a second because without people knowing that you exist, we’re not going to have a business that works.
So if we can switch our mindset from: ‘I need to be standing out’ to: ‘I’m going to call in the right people’ that’s really going to help because ultimately that’s what a coaching business is built on!
The number of people we need to call in doesn’t have to be huge either. Depending on your business model, it might only take a handful of aligned clients to create a thriving business.
We can decide to shift our energy from shouting, standing out and chasing to attracting and receiving.
Think of it like this: you can be the bee darting frantically from flower to flower, or you can be the flower itself – rooted, beautiful, radiating your essence, and allowing the right bees to come to you. We want to be the flower, not the bee.
Of course, we still need strategy. We’re all working within the reality of today’s social media and content landscape, and that comes with its own challenges. But there are practical things you can do with your content, your offers, and the way you set up your business that is going to position you as someone people naturally want to work with, rather than someone who has to fight for attention.
So, instead of asking ‘how can I stand out?’, try asking ‘how can I call in the right people?’ That one shift changes everything.
Being Clear vs Being Loud: How to Make Your Coaching Messaging Magnetic
Another important shift is recognising the difference between being loud and being clear.
As I mentioned earlier, a lot of the noise we feel in the coaching industry isn’t just about the number of coaches – it’s the sheer volume of content. With AI making it easier than ever to churn out content there’s more material than ever flooding our feeds. But more doesn’t always mean better.
What truly cuts through the noise isn’t volume, it’s clarity and resonance. It’s the ability to communicate what you do and who you help in a way that lands deeply with the right people. That comes down to your messaging.
To be blunt, your messaging needs to be shit hot! The content you put out should be clear, concise, and crafted with intention so it speaks directly to the clients you most want to call in. When your message is sharp and aligned, it doesn’t matter if the marketplace around you is noisy, the right people are going to recognise themselves in your words.
This is also where we have a unique opportunity in the age of AI. If content is generated without skill, care, or a human touch, it often ends up as “word salad” that doesn’t truly connect. People can sense that lack of depth, even energetically. Which means that coaches who hone their message and bring their own voice forward will naturally stand out in the best way.
Lean Into Your Truest Self to Attract Ideal Clients
I know this is said on a regular basis but it really does pay to be as ‘you’ as you possibly can be these days – yes, that overused phrase ‘authentic’
In a noisy industry, comparison is almost inevitable. It’s easy to scroll through social media, see other coaches who look more successful, and start to feel like you need to copy their style or strategy in order to succeed. Sometimes this happens so subtly we don’t even realise we’re doing it. I notice this in myself too, especially when I spend more time on social media.
The problem is, when we emulate others, we dilute the very spark that makes us magnetic in the first place. No one wants the knock-off Temu version of another coach. People want you. Your quirks, your voice, your way of seeing the world. That’s what creates real connection. But I know that it takes a level of self belief and confidence to be able to truly recognise that.
Especially in the age of AI, your biggest strength is leaning fully into your own humanity. Speak in your natural voice. Share what lights you up outside of coaching. Let people get to know you as a whole person. That doesn’t mean oversharing or showing aspects of your life you’d prefer to keep private. It simply means being clear, consistent, and confident in who you are.
One quote I came across recently made me smile: to avoid sounding like AI, write like your most unhinged self. I love that. It’s a reminder not to over-edit, not to polish ourselves so much that we lose the warmth, nuance, and imperfections that make us real. Maybe that also means we write and create content that is batshit crazy – but I’m here for it!
So lean into your truest self in whatever way feels right for you. Whether you’re bold and extroverted or quiet and thoughtful, whether your magic comes through in your storytelling, your humour, or your depth, own it fully. That authenticity is what cuts through the noise and calls in the people who are meant to work with you.
How to Get People Through the Front Door of Your Coaching Business
Now, I’m not going to sit here and say that if you just focus on your energy, your clarity, and your authenticity, clients will magically appear. That would be bullshit. The truth is, people also need to know that you exist.
You can do all the work of refining your messaging, showing up as your true self, and creating content that calls in the right people – but if no one ever sees it, your business won’t grow. So part of this work is finding the right methods to make sure people discover you in the first place.
Think back to that noisy marketplace we talked about earlier. Instead of shouting alongside everyone else, I want you to imagine your business as a cosy boutique tucked just off the main square. Outside, you’ve got a clear, inviting sign that makes people curious enough to step inside. Once they do, they’re welcomed into a space that feels calm, warm, and distinctly you.
That’s the goal – to create a front door people can actually find, and an experience that makes them want to stay once they’re inside.
Strategically, that might look different for each of us. It could be paid ads, SEO, or collaborations. It could be in-person networking, podcasts, or building a strong referral base. It might even be as simple as having branding that reflects your personality and makes people pause long enough to take notice.
The key is to find ways of catching attention without getting lost in the noise of the marketplace. Get people in the door, welcome them into your world, and then keep them engaged so they know they want to stay and keep coming back.
Next Steps to Grow Your Coaching Business Authentically
All of this comes together in the reminder that you don’t have to be the loudest voice in the room to build a thriving coaching business. You simply need to be clear, aligned, and true to yourself — while making sure people can actually find their way to your front door.
If you’re ready for a reset in your coaching business, this is exactly what we’ll be exploring inside Spark. Over the course of the event, we’ll look at:
- Your mindset and how to keep yourself grounded, inspired, and motivated
- Your messaging, so you can get crystal clear and magnetic with the words you share
- Your unique magic, and how to lean into it in a way that feels natural and authentic
Think of it as a pep talk combined with practical strategies designed to re-ignite your energy, refresh your approach, and give your business the little spark it might be craving right now.
We start on Monday 15th September 2025, and I’d love for you to join us. You’ll find all the details and the sign-up link here. See you there!
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