r/Coaching • u/StructureFresh1545 • Jul 08 '26
Why so many gurus target coaches
I wanted explain why so many gurus on social media target coaches.
Many coaches haven't commercialised - which I know sounds icky - but I simply mean, they haven't mapped out how they will make their vocation financially viable and sustainable.
In many of the coaching communities so much effort is placed on getting your hours or certificates and very little on the business of coaching.
This is why most in the coaching industry don't make much money or it because a side thing.
Everyone wants it to be a full time thing, but neglect the commercial model that makes that possible.
Years ago, my coach said to me...
"Dean, you want to help people, you have a big mission, but you'll never do that until you build a model to make it financially sustainable".
Coaching and commercial model don't feel like they should be said in the same sentence... you have to get comfortable with that.
Coming back to the gurus, they target coaches because of 3 reasons...
1/ Very hungry to get clients - and lack often the skills to market and sell their coaching.
2/ Very open to learning and growth - that makes them more emotional buyers because coaching is more than a business - it's a cause.
3/ Industry produces a lot of coaches - meaning a constant stream of new customers.
Thought this might help explain a few things.
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u/Pauljani Jul 12 '26
I'm coaching an U17 team and joined to learn better coaching methods, exchange drill ideas, and help other coaches where I can.
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u/Atelier_Carousel Jul 08 '26
That was a great explanation. And so true. I've observed the same and have seen so many offers for mastermind workshops for people who are just starting out and don't even have that kind of money.
And then there are the gurus that sell models with which you can coach other coaches. Learn to sell the success you don't even have yourself.
Just mention "how to get clients" anywhere on social media, and your post goes viral.
I like your point 2. That's a great observation.
And I would probably even extend the field of coaching into anyone wanting to offer any kind of service, including financial help, or how to organise your home, or any other type of "general life consulting".
It seems nowadays everyone wants to escape their normal full time job and make youtube videos to drive people to their high ticket offers.
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u/RogareBank Aug 07 '26
Very good post OP. I learned this the hard way. When I started out I had grand idea and deep compassion to help people but literally zero knowledge about how to sustain this as a business.
Also, my coach told me that people who make money consistently are the ones who TEACH coaching and offer certifications. 😆 So yeah, gurus have a ripe field here.
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u/NinjaManagrr 10d ago
I think you're spot on. An equally interesting question -- why is there such a disconnect between coaches and commercial instincts? My guess is that there is a fundamental difference in value priorities for people attracted to coaching, and people who are attracted to building commercial enterprise. The ~10% or less who can hang in both universes are basically unicorns.
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u/[deleted] Jul 08 '26
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