Most coaches know that when they first start out, they’ll have to hustle at least a little to build a thriving business, especially if they want continuous growth. 

But knowing how to move forward in your career can be tricky. At some point, you’re likely to feel stalled and unsure how to increase your income, get recognized, or create something sustainable, especially if your goal is to generate passive revenue or become a mentor for the next generation of coaches and trainers.

Here’s a look at the five stages most coaches go through, how to skip the guesswork, and tips for accelerating your growth at each step.

Stage 1: The Passionate Beginner

If you’re a new coach who has just earned your certification or you’re transitioning from another field, you’re likely feeling a mixture of excitement and overwhelm. That’s normal.

Some of the most common roadblocks at this stage are marketing, branding, and business acumen. You’re trying to figure out your niche, where your clients are, and how to stand out.

But don’t let uncertainty paralyze you. Avoid overcomplicating things with websites, funnels, or paid ads. Research shows that showing up consistently where your audience is already looking (like social media) can build real momentum.

Your next move: Get focused and build smart. You don’t need to do everything—just the right things, in the correct order.

Stage 2: The Hustling Freelancer

If you’ve been in the game a little while and you’ve built a solid client base while continuing to expand your presence, things feel chaotic. 

Revenue is inconsistent. You’re juggling clients, certifications, and outreach on your own. Managing logistics may feel like your full-time job, while coaching takes a back seat. This is where many coaches hit a wall—not from lack of skill, but from lack of structure and support, and it’s a ticket to burnout.

Your next move: Instead of piecing things together, start building with intention. Find reliable sources of business education, career events, and opportunities to connect with others in your space. You don’t have to burn out to level up; you just need clarity and support.

Stage 3: The Recognized Specialist

You’ve found your groove, likely narrowed your focus, built trust, and clients now seek you out. There’s some breathing room; you’ve learned enough to tame the chaos.

But scaling still feels hard. You’re trading time for money, and building something more sustainable feels just out of reach, especially if you don’t like sounding salesy.

Your next move: Shift from being known by your clients to being known in your industry. This is the time to gain visibility, credibility, and new ways to share your expertise without shouting for attention.

Stage 4: The Thought Leader

At this point, you’re a voice in your space. Maybe you’re mentoring others, teaching workshops, or building a small team. Business feels manageable, and opportunities are starting to come to you.

Many coaches at this stage start to crave more meaning in their work, something bigger than just a calendar full of sessions. Perhaps you’re considering gym ownership, expanding your business, or exploring leadership roles within the industry.

Your next move: Build your brand’s platform. Contribute to bigger conversations, partner with the right organizations, find good people to work with, and seek mentorship when needed.

Stage 5: The Legacy Builder

Your coaching business is thriving, but now you’re thinking bigger and longer-term. 

You may consider launching a course, writing a book, or mentoring the next generation. Impact matters now just as much as income, and you want to build something that lasts.

Your next move: Focus on the bigger picture. Build relationships, share your voice, and invest in the next generation.

Final Thoughts

Wherever you are in your journey, you’re not stuck, and you’re not alone.

Each stage has opportunities and challenges, but here’s the secret: you don’t have to figure it out yourself.

At Coach360, we’ve built a platform to support you through every stage of your coaching career, from your first certification to long-term legacy. If you’re craving clarity, credibility, or community, you’ll find it here through:

• A marketplace with job opportunities for all types of coaches and trainers
• Educational content and business guidance
• High-impact networking at Career Lab and Job Fair events
• Opportunities to grow your visibility and influence through industry recognition and spotlights
  

We can help turn your passion into lasting progress.

About Rachel MacPherson
Rachel is a Certified Personal Trainer, C.S.C.S., and Nutrition Coach turned Content Marketing Specialist for fitness, nutrition, and wellness brands. She blends science-backed strategy with real-world empathy to help coaches and brands tell stories that stick.  When she’s not writing, she’s often deep in the trenches of LinkedIn—sharing actionable ideas, lifting up industry voices, and connecting the dots between great coaching and great messaging.