The Biggest Mistakes Coaches Make in Business & How to Avoid Them

Coaching is a passion-driven profession. As coaches, we get into the field because we love working with athletes, developing talent, and helping people reach their full potential. But there’s a huge challenge that most coaches face when it comes to scaling their business: the business side of coaching. Many coaches are amazing at what they do in the gym or on the field, but struggle with the behind-the-scenes aspects that are necessary to build a sustainable, profitable business. Over the years, I’ve encountered countless incredible coaches who have been held back by a few key mistakes that keep them from truly thriving in their business. These mistakes are preventable, and in this post, we’ll dive into the biggest ones and discuss how you can avoid them.

1. Failing to Create a Strong Lead Magnet and Marketing Strategy

One of the most common mistakes I see coaches make is relying too heavily on word-of-mouth marketing. While personal referrals are important and can help grow your business, they’re not enough to build a sustainable stream of clients, especially when you’re trying to scale. Relying on this type of organic growth means your business growth is dependent on the whim of your existing clients, which isn’t a great long-term strategy.

What most coaches fail to realize is that you need a strong lead magnet—a compelling, high-value free offer that resonates with your target audience. A lead magnet is essentially a free resource, guide, or tool that provides immediate value to potential clients. This could be a downloadable training guide, a free workout session, or even a webinar. It’s a way to attract and capture the attention of your ideal clients.

Once you have a lead magnet in place, you need to promote it effectively. Many coaches believe that simply posting content on Instagram or other social media platforms is enough to attract clients. While content is important, it’s not the only thing you need. You must create widespread awareness about your services in your local community. Use a combination of online and offline strategies—whether it’s running local ads, hosting free workshops, or collaborating with local gyms and schools. The more proactive you are about marketing your lead magnet, the faster you’ll start generating high-quality leads.

If you’re just waiting for leads to come to you, your business is slowly dying. Successful coaches don’t sit back and hope for new clients—they actively work to attract them.

2. Lack of a Predictable Sales System

Another critical mistake many coaches make is failing to develop a consistent and repeatable sales process. Selling is tough, I get it. As coaches, we often just want to focus on working with athletes and improving their performance, not learning how to sell or close deals. But here’s the truth: if you can’t sell, you can’t stay in business.

When I first started, I struggled with this. I thought, “If I just show up and do great work with athletes, everything else will take care of itself.” But that’s not the case. What I quickly realized is that in order to sustain a business, you need to have a predictable sales system in place. This system ensures that every lead who walks through your door is presented with an offer they can’t refuse.

I spent time developing a repeatable sales script and system that I could rely on. Now, we know that if 10 leads come in, 8 will sign up. Having this type of sales process is incredibly powerful because it allows you to predict your business’s revenue and growth. It also helps to eliminate the stress and uncertainty that comes with fluctuating sales.

If you don’t have a predictable sales system, you’re likely spinning your wheels, wasting time, and potentially heading for burnout. The key is creating a process that works and sticking to it. Whether you’re selling in person, over the phone, or through an email sequence, consistency is key. It’s about turning potential leads into committed clients through a proven system.

3. Accepting Seasonal Dips in Business

One of the biggest mistakes coaches make is accepting that athletes will stop training once the sports season begins or when the school year starts. This misconception leads to inconsistent revenue and fluctuating business performance. Coaches often find themselves facing a revenue dip every year when the season starts, and while it’s tempting to think that it’s “just part of the business,” this is a major missed opportunity.

The truth is, athletes who train year-round are the ones who see the most progress and achieve the best results. If you believe your clients will simply disappear during the peak sports seasons, you’re likely going to struggle with inconsistent income. But the key to long-term business growth is ensuring that your athletes stay committed to their training, no matter the season.

At our facility, we’ve built a culture around continuous growth. We understand that development doesn’t stop when the season starts; it evolves. We created a multi-step approach to ensure that athletes understand our commitment to long-term development. We found ways to adjust our training programs to accommodate busy schedules while keeping athletes engaged and improving year-round.

Instead of waiting for athletes to come back after the off-season, we kept them involved in some capacity during the season. Whether it was offering specialized programs, smaller group sessions, or virtual coaching, we made sure to continue providing value. This approach not only helped our athletes improve but also kept our business stable and growing throughout the year.

4. Not Focusing on Client Retention

Another mistake that often gets overlooked is the lack of focus on client retention. Coaches spend a lot of time and effort bringing in new clients, but they often neglect the most important part of the business: keeping existing clients happy. Client retention is a crucial element of long-term business success.

To retain clients, it’s essential to build strong relationships and create a culture of accountability and progress. This is where personalized coaching and follow-ups come into play. Coaches who invest time in understanding the specific goals and needs of their clients are more likely to build lasting relationships. If you can show your clients that you care about their development and are dedicated to their long-term success, they’re more likely to stay with you for the long haul.

Regular check-ins, progress tracking, and offering incentives for staying committed can go a long way in improving client retention. You want your clients to feel like they’re a part of something bigger than just a training program—you want them to feel like they’re part of a community that cares about their success.

Final Thoughts

If you’re a coach, especially in the performance coaching field, it’s crucial to understand that business success doesn’t just happen because you’re good at coaching. You need systems in place for marketing, sales, client retention, and long-term growth. Avoiding the mistakes outlined above will set you on the right path to building a thriving business that allows you to focus on what you truly love: developing the next generation of athletes.

If you’re feeling overwhelmed by the business side of coaching, you’re not alone. But by taking the time to build a strong foundation in these areas, you can set yourself up for long-term success. The truth is, coaching is about more than just teaching skills—it’s about running a business that enables you to make a lasting impact. Don’t let the business challenges hold you back from serving your athletes to the fullest.

Ready to take your coaching business to the next level? It’s time to invest in the systems that will help you grow and thrive! For more info you can hop on a quick call to see if it’s a good fit for you, click the link below

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overtimeathletes

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