COACHES
Become the go-to-coach in your niche and get clients with confidence
Over 100+ qualified coaches have used this proven system to confidently attract clients and build thriving businesses - without overwhelm or guesswork.
✔️ Define your niche and position yourself as the go-to coach in your space
✔️ Create an irresistible offer that makes clients say, “I need this!”
✔️ Sell with confidence - without feeling salesy or pushy
✔️ Grow your business sustainably in a way that feels authentic, aligned, and achievable
Join me and exhale. Let’s build your brilliant business - with honesty, not hype.
🔥 Spots are filling fast! 5 spaces available for the 6 May 2025 intake. Join now and gain instant access to resources and support to get ahead prior to your start date.
You became a coach to make a difference - so why does it feel so hard to get clients?
You’ve done the training. You know you’re a great coach. But right now, things don’t feel like they’re clicking.
✅ You’re showing up - but it feels like you’re shouting into the void.
✅ You’re following advice - but none of it is leading to paying clients.
✅ You love coaching - but you’re struggling to make it financially sustainable.
Maybe you’ve even started to wonder…
💭 “Am I even cut out for this?”
💭 “How do other coaches manage to get clients so easily?”
💭 “Do I need to do something drastic, like quit coaching or get a part-time job?”
Here’s the truth:
It’s not you. It’s just that most coaches were never taught how to actually build a business.
It’s time to change that.
What if you could...
✅ Have a steady flow of dream clients reaching out to YOU - excited to work with you.
✅ Feel confident and clear about how to market yourself without second-guessing every post.
✅ Sell with ease (without feeling pushy) because people see the value in what you do.
✅ Check your bank account and see consistent income from clients who value your expertise.
✅ Wake up excited to coach, knowing your business is thriving.
This isn’t just possible - these are the kinds of results my clients achieve inside The Business of Coaching.
Coaches who transformed their business
I got 3 new clients in January and have 8 discovery calls this week. Do it...just get on with it...don't hesitate. It's hard to do this on your own. You need a support network. You need an accountability buddy. You need someone challenging you. You need someone modeling it for you. You need step-by step instructions. Follow these steps and it will work!
I'm really busy! And not just busy for now, busy for the next quarter too. It's enabled me to keep that pipeline going.
So when we started working together, I had one corporate client, and they're still a corporate client.
Since then I've taken on another five corporate clients and launched a group women's leadership programme.
I've won more business last year than I'd won consistently previously. I earned more money than I've ever earned as a coach or employee - it's been my highest earning year. And most importantly - I feel that 'this is what I do'. It's a real service. It's useful and valuable. And this is what I do now.
I'm leaving the program with fifteen one to one self funding clients and I started with zero.
98% of my income previously was from university work. Now that's shifted to closer to half-half. Which is what I always wanted but I didn't know how to make it happen. I have created the kind of working life and work that I want.
Introducing
The Business of Coaching
A step-by-step programme that helps qualified coaches:
✔️ Find their niche and become the go-to coach in their space
✔️ Craft an offer that’s irresistible to their ideal clients
✔️ Market themselves in a way that works (without feeling overwhelmed)
✔️ Confidently sell their services - without awkwardness or imposter syndrome
✔️ Build a sustainable, thriving business that gives them freedom and impact
📌 This is NOT another generic ‘how to get clients’ course.
📌 You’ll get personalised support, direct feedback, and a proven system that works.
Real Coaches, Real Results
It's helped me to grow the business, but also to run the business. I successfully sold my group programme into organisations and think I'm about to make another sale too.
It's busy for one to one coaching and I've now reached a broader audience of aspiring leaders and it's amazing for me to say - I work with people all around the world in all sorts of professions that need some hands on leadership and career coaching.
I got 10 out of 12 places filled and potentially may be another one. Plus an additional 1:1 client. So it's been a really successful launch and it's made me excited to think about how I can use the framework again.
I have 20 regular clients right now and have 2.5x'd my revenue
My goal was to get more clients and make more money. And I have made more money. My business has expanded and the programme has given me the space to think about how I want to make my money and work with clients. That has been as important as making more money, and having more clients!
My three highest paid public speaking gigs have been with Unilever, Shark Ninja and Brunelle University. I've also done group coaching for 40 people and lots of workshops and got in front of big players in the industry.
In case you're wondering how The Business of Coaching stacks up to other programmes out there...
Other programmes
Hand you a login but offer little or no support when you hit a roadblock or need some advice on your business.
Incorporate content grounded in theory, highlighting the "what" but often missing the crucial "how," leaving you grapping around with how to bring these concepts to life.
Depend solely on external coaches for answers, with no opportunity to engage directly with the person you bought from.
Give access to course content for a limited period.
Focus soley on selling to individuals, with no experience of selling to organisations.
Don't support the 'whole person'.
The Business of Coaching
Get step by step instructions and real support, feedback and accountability from me and my team.
Packed with hands-on examples and ready-to-use templates, allowing you to quickly adapt a Google Doc or tailor a template to see rapid results.
Work with someone who knows you and cares about your success.
Get lifetime access to the content so you can continue to refer back to it as your business grows.
Incorporates various ways you might wish to grow your business including individuals and organisations.
Understands that you need strategy and mindset to be successful.
SO WHAT WILL WE COVER?
✅ PHASE #1 - Build
✔ Find your profitable niche - so clients immediately see your value
✔ Package your coaching in a way that makes people excited to buy
✔ Develop a compelling brand message that cuts through the noise
✅ PHASE #2 - Attract
✔ Create a simple marketing system that brings in consistent leads
✔ Master client conversations so prospects say “Where do I sign?”
✔ Market yourself in a way that feels aligned and authentic
✅ PHASE #3 - Deliver
✔ Create an amazing client experience that leads to referrals and repeat business
✔ Design a premium coaching business that gives you both income and freedom
✔ Increase your revenue with premium offers or corporate contracts
📌 By the end of this programme, you’ll have:
✅ A clear niche and standout positioning
✅ A simple, effective marketing strategy
✅ A repeatable process for getting and keeping clients
✅ A coaching business that finally works
Jo
Why work with me?
Hi, I’m Jo.
I started just like you - passionate about coaching, but struggling to get clients.
I invested in top mentors, built a thriving career & executive coaching business, and then realised I was spending more time helping other coaches build their businesses.
📌 This isn’t just theory - I’ve actually done it.
📌 I’ve helped 150+ qualified coaches get clients (without hype or gimmicks).
📌 I give you step-by-step support, feedback, and a proven path that works.
What some of my wonderful clients say...
This programme completely transformed my career coaching business. I went from 2% to 50% income from coaching - exactly what I wanted. I didn't only gain financially and operationally as a result of investing in The Business of Coaching but in terms of my mindset, confidence and community which have been of paramount importance.
Natasha Weller
Career Coach
The Business of Coaching exceeded my expectations. The step by step guidance helped me gain confidence and clients. Jo delivers the programme in a way that doesn't overwhelm. The progress I have made from my starting point is unreal. I have paying clients, speak at large events (unthinkable before the programme!) and have made life-long friends.
Lorraine Eivers
Career Coach
I did a lot of research and had a week of discovery calls with people, a bit like Jo - but not really like Jo at all. Working with Jo transformed my mindset and my business. I've grown my following to 70K in 6 months. I'm fully booked for my 1:1 coaching and have signed up 20 individuals for my group leadership programme.
Kate Waterfall Hill
Leadership Coach
Shortly after working with Joanna, I quickly gained my very first paying client - at £2,400 and there have been a steady stream since. Joanna is so genuine and knowledgeable and it's been a fantastic experience. She is genuine, kind, knowledgeable and she truly wants you to succeed.
Kim Russell
Leadership Coach
I joined The Business of Coaching to get more clients and make more money. I did both. I doubled my income and am now on track for my $100K goal this year. This programme will make you a more intelligent, educated coach.
Sara Evans
Career & Business Coach
It's a programme that takes you on a transformational journey, from having no idea where to begin through to having a business you can feel proud of. Three months ago I didn't know where to begin to find my coaching niche, never mind paying clients, now I have both.
Irene Broomfield
Career Coach
How does it work?
This isn’t just a course—it’s a coaching mastermind. Every week, you’ll receive hands-on feedback from me and a close-knit group of coaches who will challenge, support, and celebrate your progress.
GROW
You’ll follow my step-by-step system to build the foundations of your coaching business with bite-sized, 15-minute trainings designed to fit into your busy life - watch anytime, day or night, with lifetime access.
In just 4 weeks, you’ll:
✅ Establish your niche
✅ Define your offer
✅ Communicate your value with confidence
By 12 weeks, you’ll have solid marketing, lead generation, and sales systems in place.
And it doesn’t stop there - I’ll be with you over 6 months, ensuring you refine and build a sustainable, client-attracting business that grows with you.
CONNECT
We’ll kick off with a 4-week small group accelerator (Tuesdays, 10-11am) to fast-track your progress and develop your personalised strategy.
You'll also join our community mastermind group, where you’ll receive detailed feedback from me and support from like-minded coaches building their businesses alongside you.
📅 Weekly Group Zoom Calls (Tuesdays, 1-2:30pm, UK term-time) – Deep-dive training, hot-seat coaching, and breakout sessions to keep you moving forward. Recordings available if you can’t attend live.
💬 Ongoing Support – Get direct access to me and my team via Slack for feedback, accountability, and real-time answers to keep you on track.
You're never alone - we’re here to support your journey and celebrate your wins!
BELONG
Yes, you’ll get a clear, step-by-step plan to build a thriving coaching business that attracts your ideal clients.
But more than that, you’ll join The Business of Coaching Community - a supportive network of like-minded coaches who’ll champion your success every step of the way.
HIGH-VALUE
Limited Time Bonuses (included for free)
For a limited time only, you’ll also receive three bonuses, each high-value in their own right, so grab them quick whilst they are included.
BONUS 1
4-week small group accelerator
Hit our 3 core milestones in your first 4 weeks and join an exclusive accelerator with me and up to 5 peers. Together, we'll fast track your niche, offer and client attraction - all within your first month in the programme.
BONUS 2
Selling to Corporates
70% of my clients sell to organisations. Gain my experience for gaining traction, holding corporate business development calls and copy my proven proposal template to win valuable business.
BONUS 3
Positive Intelligence
Master Your Mind (Retails at $995)
Most attempts at positive change fail because we stop at insight and don’t build habits. Sustained change towards a more positive mind requires laying down neural pathways to form new habits through consistent daily practice. And that’s what the PQ Program empowers you to do.
Your Investment
✔️ 6 months of training, coaching & support
✔️ Lifetime access to content
✔️ Step-by-step system that actually works
✔️ Limited-time bonuses worth over £5,000
💰 Apply now to secure your spot.
📆 Only 5 spots available per month.
💰 What’s one paying client worth to you?
💡 Most of my clients make back their investment with just 2-3 paying clients.
Secure your spot now and start accelerating your business today.
100% Privacy. We Will Never Spam You!
100% Privacy. We Will Never Spam You!
If you're curious but want to check if this is the right fit for you, please complete this no obligation application form. We can then both figure out whether you're a good fit for what I offer in this programme.
Why work with me?
Meet more incredible coaches
You are kind, warm, approachable and extremely committed to what you do. You would probably stay up all night doing this if you could. You care about this so much and you genuinely want to help your clients to thrive and that's extremely clear to us.
Meeting you was such an important shift in my coaching business trajectory. I have clients in my step parenting business, I've been taken on as a step-parenting expert on a coaching platform. I got my ACC accreditation. I'm booking podcasts and Facebook lives.
I got my first paying client so thank you! You always come back to me really quickly with personalised feedback so I can move forward. I'd recommend this to anyone who wants to start your own business and wanting it to actually work. The sooner you start, the sooner you'll start building your business.
The analogy I give is you might be a ship at sea and the storm comes in, but you know, you've got that safe haven to come back to and people that will, will look out for you and just, you know, catch you. So yeah, that's how it, how it felt.
My biggest takeaway was being clear on who I am as a Coach, who I serve, how I serve them and how to grow the business further. It was great to have somewhere to celebrate when I got clients. You can also expect to have fun.
I joined when I started my coach training knowing that setting up a business was an entirely different skill set. I've come out of it with a clear direction and knowing what I need to do to get up and running, different ways of doing it. How to approach organisations and individuals. How to structure a sales call. So much I would never have known otherwise.
If you've just passed your coaching qualification, come with an open mind, as you're going to learn a lot and you're going to get support. Whatever you do in the Business of Coaching, you get support. You're never on your own.
I would recommend this to any coach who wants to up their game in terms of the sales and marketing muscles. Jo's got the balance right in terms of supporting individual needs as well as keeping everyone on track. It's a wonderful group to be part of and now my time is coming to an end it's left a hole that is hard to fill. It's a very special group to be part of.
Do you have questions?
Please reach me at joanna@joannalottcoaching.com if you cannot find an answer to your question.
We'll be working on your personalised strategy to get clients from Day 1 of the programme. This will fast-track your progress to building a thriving business.
You can also get in touch with me and my team at any point (other than the holidays!) to ask for advice and feedback on all the important elements of your work.
Once you've completed the programme you'll have:
and lots more!
I can’t promise that I’ll retain this specific programme at this price again. In all transparency, the price is likely to increase as I gain even more case studies but I may have similar opportunities to this in the future.
Absolutely. If you follow the step-by-step system, you’ll learn how to build a profitable coaching business that brings in consistent clients. Most coaches make back their investment with just 1-2 paying clients.
This isn’t just a programme - it’s your business’s turning point.
Feel free to look around and see if you can find anyone else providing this sort of support with high-touch access to a highly experienced and passionate business coach at this price.
I onboard a maximum of 5 clients each month so I can give you the personalised support you need. So as long as there is capacity you can begin when you want to get results.
Our calls and support is UK term-time only and I make up for when we don't have live calls so don't let the holidays put you off taking action right now! You essentially get extra time inside the programme with our life-changing training and community!
Most people say 'I wish I'd joined years ago' so don't go round in circles on your own for too long.
I'd aim to set aside 1-2 hours per week to watch and reflect on the training.
Our Tuesday group call is 1.5 hours. This will deepen your learning and help you to apply it to your specific business. It's also an opportunity to mastermind and inspire you to take courageous action!
As your business grows, there will be business building activities stemming from what you're learning. For example you'll need time to market your business.
It's self paced and the more you put into your business the more you'll get out.
Yes! If you're not gaining clients then something within your business foundation is not working. We'll unpick this so you get clients quickly.
Great question! We'll start with a 4 week small group accelerator (approx 5 participants) where I get to know your business and spot any immediate opportunities for a quick win.
Alongside this, you’ll get daily access to me and my team for feedback or advice through the exclusive Business of Coaching Slack group.
I'll also be live with you on Zoom for our weekly group coaching sessions so you can keep moving forward in your business.
In addition to my support, you'll gain support from your new 'board of directors' aka the amazing coaches building their business alongside you.
You really will get what you need from what I offer on this programme but if you would like to purchase additional 1:1 calls you can do so at a reduced rate available to this community only (email me if you want to book).
None of the clients you read about here have purchased additional support as you'll find you get the personalised support you need within the programme.
This programme requires active participation on your part to get results.
If you decide the programme isn’t what you need after all, show me the work you have completed in the first 2 weeks and I’ll refund you.
To be clear, this is valid for 14 days. It's up to you to submit on time and if you don't request and submit your work within the 14 day period, no refund will be given.
No! I am no tech lover and if I can do it you can do it too.
I'll show you step by step, including really easy guides on how to set up the tech for your sales funnel with a couple of free software options.
No! The entire programme is unlocked so you can work through it at your own pace and you gain lifetime access to the training. It's a clear roadmap so you'll gain a step by step approach.
But if you have an urgent need right now, for example, you have a sales call tomorrow - you can jump to the sales script and sales success module. If you're running a webinar you can jump ahead to the training on how to fill it. If you're pitching to a corporate you can head to that section.
There is no one size fits all here. You can go as fast or slow as you need to and you'll get the personalised support to meet you where you're at.
Our group calls are run in a format that caters for this.
Both! This is a programme that provides the support to meet you where you're at on this business growth journey.
This means that there are a mixture of coaches in the programme ranging from 0-8+ years in business.
They want to move beyond word of mouth and referrals to grow their business in a more focused and intentional way.
Both men and women are currently part of the programme and I warmly welcome individuals of all genders to join our programme! The programme is designed to cater to the needs and interests of a diverse range of people, regardless of their gender identity.
First, you get expert training and my eyes on every element of your business.
Second, you get honest not hype support from a coach who cares about you and who's actually done this. I've sold Executive Coaching to organisations, Career Coaching to organisations and individuals, and now helped 100+ qualified coaches to do the same.
Third, this isn't a programme that sits on your computer. Yes, there's great training for you as well as templates and other resources. But it's also a mentoring program. I'm here to support you and guide you to every step of the way.
Finally you get to mastermind with other smart, caring coaches and gain from their experience too.
True business success is a journey requiring sustained resilience over months and years of ups and downs.
And just like you can't guarantee results or know what action your clients will take, I can't either...but what I will say is that honesty is my top value and I've done everything within my control to help you to succeed.
This reliable results path has worked for me in Executive, Career and Business coaching niches. It's also been proven through my wonderful clients, several of which you can read about on this page.
All that's left is your passion for what you do, the action you take and consistency towards your dream business.
I do in specific circumstances, for example if you’re already earning more than £10k per month in your business, and you want to work on next level strategies.
Because I believe it takes 3 things to build a business effectively, especially in the first few years.
1. Training (this programme gives you a step by step roadmap).
2. Coaching & Mentoring (I’m with you every step of the way).
3. Community (it’s incredibly hard to do great things by yourself).
Think back to why you thrived in coach training...
These 3 things combined create a more powerful container than 1:1 for learning a new skill.
I'll be totally upfront with you. Yes, there's a significant amount I'm going to ask you to learn and implement during the Business of Coaching programme.
Yes, it'll probably get a little uncomfortable at times.
Yes, you'll probably have moments when you want to collapse on the sofa and eat biscuits.
But, here's the thing. As long as you're willing to invest a few hours every week and reach out for help anytime you get stuck, you can ABSOLOUTELY do this!
You've probably recognised now that to build a great coaching business takes commitment.
I'm sure if you're actually reading this you're committed and ready to put in the effort and feel like you've earned the life-changing outcomes it will have on your life.
You just want to make sure that every amount of effort you invest in executing the plan will move you closer to the end result.
And that's my big promise to you. You'll never waste your time or energy, and you'll always feel like EVERYTHING you're doing is bringing you one step closer to owning a profitable coaching business and all the rewards and fulfilment it provides.
The Business of Coaching is made for brilliant coaches like you who are ready to make a difference.
14-Day Money Back Guarantee
I know this works - but I want you to feel confident, too.
Try the programme for 14 days. If it’s not right for you, submit your work, and I’ll refund you.
🚀 The sooner you start, the sooner you start seeing results.
💡 Stop going in circles. Start building the coaching business you deserve.
👉 Join the programme that’s helped 100+ coaches grow their business and sign ideal clients.
100% Privacy. We Will Never Spam You!
100% Privacy. We Will Never Spam You!