For Coaching Entrepreneurs and Institutions Shaping the Profession

The Business of Coaching is a groundbreaking global study commissioned, designed and published by Chris Chaia of Onwards Consulting.

Cover page of a report titled 'The Business of Coaching 2025'. The subheading reads, 'A Global Study on the Practices and Behaviors of Coaching Entrepreneurs.' The report is published by ONWARDS.

As Featured In:

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Finally, clarity about the business side of coaching.

Coaching is a calling. Running a coaching business is a discipline.

Many coaches navigate that second piece without reliable information about what works, what doesn’t, and where to invest their time, money and energy.

The Business of Coaching provides clarity and insight that helps them make smarter, more informed business decisions.

Get The Insights
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A Rigorous Global Study of Coaching Businesses

Market Street Research conducted the independent research under the direction of Onwards, which served as the architect of the study and the principal interpreter of its findings. (U.S. Copyright No.: TX 9-540-359)

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80

questions inspired by coaches

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308

respondents, with nearly half at PCC or MCC level

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46

topics

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64

data graphs and charts

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sections

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pages

Findings spanning business practices, pricing, revenue models, client acquisition, marketing, partnerships, certifications, outsourcing, emerging trends, and more.

A Shared Foundation for
Practitioners + Coaching Institutions

If You’re a Coaching Entrepreneur

You can build a profitable coaching practice without relying on guesswork or assumptions.

The Business of Coaching helps you:

  • Understand the economic and operational patterns of profitable coaches

  • Identify the behaviors that contribute to stability and long-term resilience

  • Make informed decisions about pricing, positioning, investments, and more

  • Replace guesswork with a grounded understanding of the market

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A Research-to-Action Advisory Package for Coaches

The research shows what’s happening on the business side of coaching. This offer is about putting it to work for you.

What’s included:

  • The full research report ($349 value)

  • A 90-minute advisory session focused on your business model, habits, and patterns (pre-workbook included)

  • Clear, practical guidance on what to change, what to keep, and what to stop

All packaged for coaches who want practical direction, not more theory. A highly personalized working session to support business success.

Your tax-deductible business investment: $499

Let's Talk

If Your Institution Serves or Supports Coaches

Institutions that educate, certify, or support coaches face growing expectations to prepare practitioners for the business realities of the profession.

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50 Percent

of coaches report their practice is not profitable.  Another 6% aren’t sure.

There is a substantial opportunity to support coaches better. Or at least differently.

How We Can Work Together

  • Licensing the research for private-label courses, workshops, and tools built on a more data-driven foundation

  • Partnering with your team to build or strengthen the business development curriculum

  • Advising on program design based on evidence, data, and messaging coaches need to achieve profitability

  • Creating research-backed marketing materials to support enrollment and ongoing alumni success

  • Enhancing value to coaches by pairing the data with interpretation

Ready To Learn More?

What Coaches and Clients Are Saying

  • “I do a lot of research and learning, and haven't found this information elsewhere…

    A unique, one-of-a-kind look at what's significant in the coaching ranks.”

  • “The Business of Coaching research is both thought-provoking and substantive.

    It is thought-provoking for its insights and substantive because the findings reflect thousands of coaching hours.”

  • “This is a goldmine of valuable information.”

  • “The study is just chock full of value and insight.

    I only wish it was required reading before entering the coaching space.”

  • “With the study and all the data, there’s a degree of validation versus the anecdotal types of discussions you tend to have during conversations or at conferences…

    This comprehensive study is a concentrated firehose of information coaches desperately need.”

  • “The Business of Coaching is both practical and powerful, shining a light on the entrepreneurial mindset that’s essential for success…

    Understanding what it truly means to be an entrepreneur is make-or-break for coaching as a business.”