COACHES
You've trained. You've tried. Maybe even signed a client or two.
But it still doesn't feel steady.
The Business of Coaching is where that changes.
You’ll get the structured path, personal feedback, and ongoing support to finally build a business that reflects your expertise — and earns like it, too.
Trusted by 150+ coaches • ICF accredited • Step-by-step system • Personal feedback • Honesty not Hype
Updated September 2025 — now with Jo AI-powered bots trained on my frameworks to cut hours off your implementation.
7 October start date fully booked.
Only 5 places open each month - join the 11 November intake
Get instant access to the resources and private community.
Your 6 months of support starts from your official start date - so you get extra prep time at no extra cost.
Join me and exhale.
Let's build your brilliant business.
14‑day money‑back guarantee • Payment plans available
It's not that you're missing the motivation. It's that you've never been shown the full picture.
You became a coach to help people — not to figure out marketing in a vacuum.
But building a business has felt heavier than it should.
Maybe you've:
Been piecing it together on your own — and it’s taking longer than you hoped
Signed a client or two — but it doesn’t feel steady or sustainable
Just finished your training — and already feel unsure how to turn this into income
Here’s the truth:
You don’t need more theory.
You need a path that makes sense — and a real person giving you feedback along the way.
That’s what happens inside The Business of Coaching.
You’ll work through the exact steps I’ve used with 150+ coaches — with me reviewing your niche, offer, messaging, and client process, so nothing gets stuck.
What if your business actually started working - without the second guessing?
Imagine if...
✔️ Clients started reaching out — not because you pushed harder, but because your message finally landed.
✔️ You could market yourself clearly — without spiralling every time you open LinkedIn.
✔️ Sales conversations felt natural — because your offer actually made sense to the right people.
✔️ You started signing clients more consistently — and understood what was making it happen.
✔️ You woke up to a business that reflected your expertise, not just your effort.
That’s what we work on inside The Business of Coaching.
This isn’t just theory — it’s week-by-week feedback on your niche, offer, messaging, and client process, so those results become your reality.
Inside Stories
From first clients to £30K months — here’s what becomes possible inside The Business of Coaching.
The Business You Always Knew You Could Build
Once you stop trying to figure it out alone, here’s what becomes possible.
From scratch to £30K months
Three clients signed in one month, 8 discovery calls lined up. It works - just follow the steps.
From one client to expansion
When we started, I had one client. Now I work with five corporates and run a women’s leadership group.
From unclear to selling into organisations
It's helped me to grow the business, but also to run the business. I successfully sold my group programme into organisations.
From 'all over the place' to successful launch
I got 10 out of 12 spots filled in my group programme - that felt impossible before.
From university contracts to 50% income from coaching
98% of my income previously was from university work. Now it's closer to 50% from coaching. Which is what I always wanted but I didn't know how to make it happen.
From tinkering to highest earning year
I’ve earned more this year than I ever did as a coach or employee. This was a turning point.
From uncertain to fully booked
I’m really busy — not just now, but into next quarter. The pipeline keeps flowing.
From stop-start to $100K
I’m on track for $100K this year. My business feels spacious, and I choose how I work.
From ticking along to 2.5x revenue
I have 20 regular clients now — and I’ve 2.5x’d my revenue.
Not ready to decide yet? Scroll on for stories and full details.
The Shifts That Happen First
From first clients to first real clarity — these are the results that move everything forward.
From 4 years in to a niche which feels so natural
I've grown my Linkedin audience to 3K followers in 6 months. I reconnected to a niche which feels like it's in my blood. Rebuilt my business from scratch. And signed my first few finance coaching clients.
From employment to relocation
I now work with 3 to 4 clients per month and have just launched my first group cohort. I also relocated to my dream location.
From training to clear business direction
I joined while still in coach training and left with a clear roadmap – from approaching organisations to structuring sales calls.
From no niche to the go-to-coach in her niche
It's busy for one to one coaching and I've now reached a broader audience of aspiring leaders - I work with people all around the world.
From employment to first clients
Within the first month of launch I gained my first two paying clients. The programme surpassed my expectations and it's saved me months if not years.
I got my first paying client!
The feedback is so personalised and quick – it gave me the confidence to move forward and land my first paying client.
From zero to 15 clients
I'm leaving the programme with fifteen one to one self funding clients and I started with zero.
From unpaid to paid speaking and workshops
My three highest paid public speaking gigs have been with Unilever, Shark Ninja and Brunel University. I've also done group coaching for 40 people and lots of workshops and got in front of big players in the industry.
Support That Doesn't Disappear After You Buy
Real feedback. Real care. Real momentum.
She genuinely cares about us thriving
Jo is kind, warm, approachable and deeply committed. You can see how much she cares about helping her clients thrive.
My whole business trajectory shifted
Since joining, I’ve signed clients, become a recognised expert, achieved my ACC accreditation, and started booking podcasts and lives.
A safe haven in the storm
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. So yeah, that's how it, how it felt.
Clarity on who I am and how I grow
My biggest takeaway was clarity – who I am as a coach, who I serve, how I serve, and how to keep growing. Plus, it’s fun!
You're never on your own
Everything you do in the programme comes with support. You’re never on your own.
A very special group
This is where you build your sales and marketing muscles in a supportive way. It’s such a special group – when it ends, it leaves a real gap
💬 No surprises — scroll to full breakdown
Build the Coaching Business You Trained For - With My Support, Step by Step
Whether you’re just starting out or you’ve signed a few clients but nothing feels steady, this programme meets you where you are.
Over 6 months, I’ll guide you through my ICF-accredited business-building system — with weekly coaching and personalised feedback — so you can grow a sustainable business that brings both freedom and impact.
Inside, you’ll:
✔️ Find your niche and stand out as the go-to coach
✔️ Craft an offer your clients are excited to say yes to
✔️ Market yourself confidently (without the overwhelm)
✔️ Sell with ease — no awkwardness, no imposter syndrome
✔️ Build a coaching business that reflects your expertise — and earns like it, too
📌 This isn’t another “how to get clients” course.
📌 You’ll get structure, accountability, and real-time support from me and a team of experts — every step of the way.
💬 Get full details + 12-month plan
You Don’t Need Another Course. You Need This Kind of Support
Other programmes
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No accreditation or recognised outcomes
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Login access with little or no personal support
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Teach theory but don’t show you how to apply it
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Outsource support to people you’ve never met
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Give access to course content for a limited period.
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Focus only on B2C, ignoring orgs and corporate work
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Focus only on strategy or mindset — not both
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Outdated models and no integration of AI — so you spend longer implementing and get left behind
The Business of Coaching
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ICF-accredited (12 Core Competency CCEs + 28 Resource Development CCEs)
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Get step by step instructions and real support, feedback and accountability.
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Practical, hands-on templates - including tech - you can copy and use today.
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Direct access to me — the person you actually signed up to work with
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Lifetime access to all materials as your business evolves
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Supports both 1:1 clients and selling to organisations
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Combines proven business strategy with mindset support so you stay the course
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Access to my AI-powered bots — trained on all my frameworks — so you can cut hours off your implementation time and stay focused on what really matters.
Here’s Exactly What We’ll Work On Together
Whether you’re brand new or you’ve been circling for a while — this is your proven roadmap to a coaching business that works.
✅ PHASE #1 - Build
Clarify your niche and positioning
Create your signature coaching offer (with pricing that reflects your value)
Build your brand messaging and marketing language
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Launch your first lead magnet and email funnel — without tech overwhelm
👉 You’ll finish this phase with a niche and offer that’s been reviewed and refined with my support — so you know it lands with the right people.
✅ PHASE #2 - Attract
Design a marketing plan that works around your life (no burnout here)
Get visible your way – LinkedIn, email, podcasts, workshops (choose what fits)
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Learn how to lead client conversations that end with “Where do I sign?”
👉 I’ll review your content, outreach, and conversations — so you’re not second-guessing. You’ll walk away with a visibility strategy that feels doable and actually gets results.
✅ PHASE #3 - Deliver
Smooth onboarding and a premium delivery experience
Increase revenue with higher-tier or corporate offers
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Track what’s working so you can scale confidently
👉 We’ll refine your systems and client experience together — so you feel professional, polished, and ready to grow.
The Reliable Results Path
Beneath the 3 phases, you’ll be guided through a proven 5-step foundation that makes your business sustainable:
Foundation & Vision
Niche & Offer
Sales & Marketing Strategy
Automation & Tech
Growth & Sustainability
Alongside my feedback, you’ll have my own Jo AI bots built from my frameworks to guide you step by step — helping you implement faster and avoid getting stuck in the weeds.
It’s the structure that keeps you grounded — so you don’t waste time or spin in circles.
Real results take real action.
This programme gives you the structure, feedback, and tools to build your business foundations.
Real results come with consistent action over time — most coaches start seeing signs of momentum within the programme, but the biggest shifts keep unfolding as they keep applying what they learn.
Jo
💬 Includes weekly coaching + bonuses
Why work with me?
I’ve been where you are — and I know what it takes to build a business that actually works.
Hi, I’m Jo.
I became a coach because I wanted to help people — but turning that into a steady, client-winning business didn’t come naturally.
I fumbled around for longer than I’d like to admit. Eventually, I invested in great mentors, did the work, and built a thriving executive and career coaching business.
Now, I get to help other coaches do the same — with clarity, confidence, and without the second-guessing.
💛 What you’ll get with me:
✅ Someone who gets it. I’ve coached individuals and sold into organisations — and I know how different that can feel from theory.
✅ ICF-accredited structure — no pretense, no hype, no gimmicks. Just clear steps, feedback and results.
✅ Personalised, thoughtful support — I’ll know your business, your name, and your growth goals.
✅ A warm, grounded space where you can ask the real questions (even the ones you think you “should” know already).
Whether you’re fresh from coach training or years into figuring it out — you’ll feel seen, supported, and clear on your next step here.
Jo
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
💬 Scroll to full pricing & support details
How Does It Work?
This isn’t just another course. It’s hands-on, high-touch, and built for real progress — with me in your corner every step of the way.
GROW
Follow a step-by-step path that fits into your life.
→ Bite-sized trainings you can actually complete
→ Weekly feedback on your niche, offer, and messaging - from me and my experienced support team (including a sales strategist and a certified coach)
→ Real-time reviews so you keep moving — not spinning
By the end of the first month you’ll have your niche, offer, and core messaging set.
In 12 weeks you’ll have a simple marketing and sales system running — with my feedback every step of the way.
CONNECT
Join our core Business of Coaching community for 6 months of support — structured around UK school terms so you never miss out.
In addition, you’ll be invited to kick off your journey with a 4-week small-group accelerator (just 5 coaches, Tuesdays 10–11am), where we’ll spot quick wins and lay strong foundations together.
Here’s how you’ll stay supported throughout the 6 months:
✔️ Weekly group coaching calls (Tuesdays 1–2:30pm, UK term-time)
✔️ Slack access between calls for fast feedback and momentum
✔️ Breakout groups for connection, reflection, and shared growth
No more spinning your wheels or wondering what to do next — you’ll always have a space to ask, share, and keep moving.
BELONG
This is more than a programme — it’s a community.
You’ll be surrounded by thoughtful, kind, go-for-it coaches who’ll celebrate your wins, help you through the wobbles, and hold you steady when imposter syndrome creeps in.
This is the kind of space where real growth happens — supportive, consistent, and deeply encouraging.
💬 Scroll to investment details
Got Questions About the Format?
What if I can’t make the live calls?
No problem. Everything’s recorded and uploaded inside the portal — so you can watch (or rewatch) at your own pace. You’ll still get Slack support and feedback between calls, so you won’t miss out on momentum.
Do I have to keep the pace of others?
Not at all. This isn’t a race. You’ll move through the programme at a pace that works for your schedule and energy. Some coaches go all-in from day one, others take a gentler path. Both are totally okay.
I feel nervous to join — is that normal?
Completely. Most of our coaches join with wobbly confidence, but they’re ready for change. You’ll be held — kindly and consistently — from day one. You truly don’t need to have it all figured out before you begin.
High-Value
Limited Time Bonuses (included for free)
These bonuses are designed to support the real places coaches tend to get stuck — so you don’t just start strong… you stay strong.
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BONUS 1
Winning with Webinars
Learn how to confidently plan, promote, and deliver a value-packed webinar that attracts the right clients and positions you as a go-to expert in your niche.
🧰 Includes: plug-and-play promo templates, structure guides & swipe copy. -
BONUS 2
Selling to Corporates
Already working with individuals but want to expand into organisations?
This bonus walks you through exactly how to approach, pitch, and sell into companies — using the same templates and frameworks I’ve used to help dozens of clients do just that. -
BONUS 3
Positive Intelligence
Master Your Mind (Value: $995)
Change isn’t just strategy — it’s mindset. This 6-week guided mental fitness programme helps you develop the habits that support your confidence, resilience, and ability to show up consistently (even when things feel wobbly).
📱 Includes: app access, daily practices & peer pod support.
You've likely spent months, maybe even years, circling this decision.
Every month without clients isn’t just lost income.
It’s lost clarity, lost energy, and missed impact.
Let’s change that — with a system that works.
Your Investment
This isn’t just a course — it’s 6 months of focused momentum, weekly feedback, and the confidence that comes from finally knowing what you’re doing is working.
You’re not paying for more information — you’re investing in real transformation, with a clear structure, honest feedback, and a proven system trusted by 150+ coaches.
Here’s what’s included:
✅ 6 months of live coaching, training & support
✅ Weekly personal feedback on your niche, offer, posts, proposals, and process
✅ Slack access for support between calls
✅ Lifetime access to content
✅ Exclusive: Access to my AI-powered bots — trained on all my frameworks — so you cut hours off your implementation time.
✅ A proven step-by-step system for building a sustainable, client-winning business
✅ 3 high-value bonuses to support your visibility, mindset and corporate outreach
You’ll also benefit from the insight of my expert team — including a sales strategist and a certified coach — so you get well-rounded support no matter where you're stuck.
Most clients make their investment back with just 2–3 paying clients.
But the real return?
Knowing how to sign clients again and again — with clarity, confidence, and consistency.
You’ll leave with the foundations, systems and confidence to grow your business — long after our 6 months together ends.
⏳ Limited-Time Offer: 12-Month Payment Plan Available
We’ve added a 12-month payment plan for a short time only — to make it easier to get the support you need now, and pay in a way that works for you.
💡 The sooner you start, the sooner your business starts working.
📌 Payment plans available
📌 14-day money-back guarantee
📌 Your 6-month support begins at your official start date — so if you join early, you get bonus prep time at no extra cost.
14-Day Money Back Guarantee
I know this programme works — you’ve seen the stories above.
But I also want you to feel confident in your decision.
That’s why I offer a 14-day money-back guarantee.
If you join and realise this isn’t what you need after all, simply show me the work you’ve completed within the first 2 weeks and I’ll refund you.
No drama. No awkwardness.
Just a respectful agreement between professionals.
This programme requires active participation — because real results only happen when you do the work. But you’ll never be doing it alone.
🔒 The guarantee in a nutshell:
Valid for 14 days from purchase.
You must submit your completed work from Weeks 1–2
If it’s not a fit, you’ll receive a full refund — no hard feelings
💡 If you’ve read this far, your gut already knows — this is the step forward you’ve been waiting for.
Do you have questions?
Please reach me at joanna@joannalottcoaching.com if you cannot find an answer to your question.
Q: Is this just for brand-new coaches?
A: Not at all. While many clients join soon after qualifying, just as many come in after 1–3 years of piecing it together without a clear plan.
This programme is built to meet you where you are — and get you unstuck, whether you're just getting started or finally ready to make coaching your career.
Q: What if I’ve already done another business programme?
A: Then this will likely feel refreshing. Most business programmes give you theory.
Here, you’ll get personalised feedback, real accountability, and step-by-step structure — not just content to consume, but actions to take and support to get results.
Q: What if I don’t have a niche yet?
A: Perfect. That’s one of the very first things we work on — and you’ll have my eyes on your niche ideas so we get it right.
Q: What if I already have a niche?
A: Great — we’ll refine it, pressure-test it, and make sure it’s landing clearly with your audience. Even small tweaks here can lead to big results.
Q: How much time do I need each week?
A: You’ll want to set aside 3 hours per week, including the weekly call, any implementation, and checking in on Slack. This programme is designed to fit around real life — many of my clients are working parents or balancing other responsibilities.
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.
Q: How much access will I have to you?
A: You’ll have:
✔️ A 4-week small-group accelerator to kick things off
✔️ Weekly group coaching calls (Tuesdays, 1–2:30pm UK)
✔️ Slack support between calls
✔️ Feedback on your work throughout
If you want extra 1:1 sessions, you can book them at a special rate. None of the clients you hear from on this page have done this as you'll find you get what you need through the core programme - but the option is there if you want it.
Q: Do you offer refunds?
A: Yes — if you join and realise this isn’t the right fit, I offer a 14-day money-back guarantee.
Just show me the work you’ve completed from Weeks 1–2 and I’ll refund you in full.
This is a high-touch programme that only works with your active participation — and that’s why the guarantee is structured around action, not just intention.
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.
Q: What if I can't make the live calls?
A: All calls are recorded, and you can submit questions in advance. But clients tell me that live calls are where the magic happens — so come if you can.
Q: Do I need to keep the pace of others in the programme?
A: Not at all. This isn’t school — and there are no gold stars for rushing. You’ll have a clear structure, but you’ll move through it at the pace that works for you.
Q: Is the programme just for women?
A: No - the programme is open to all coaches and consultants. While many of my clients do happen to be women (often balancing business with family or other commitments), what matters is that you’re a coach who wants to attract clients, grow consistently, and build a business that feels aligned.
If that’s you, you’ll be right at home here.
Q: How long will it take to get results? Are results guaranteed?
A: Just like you can’t guarantee what action your coaching clients will take — neither can I.
What I can say is this: I’ve done everything in my power to make success possible.
Some clients sign their first paying clients within weeks.
Others take longer — especially if they’re still refining their niche, messaging, or building out their business foundations.
Most recoup their investment within 1–2 clients.
The truth is, building a business takes time, resilience, and consistency. You have to keep showing up, even when it feels slow.
But if you do the work, follow the steps, and stay engaged — you will build momentum.
And I’ll be with you every step of the way.
Q I think I just need 1:1 coaching. Do you offer that?
A: This programme gives you more access to me than most 1:1 offers. You’ll get personal feedback, eyes on your work, and the kind of strategic and mindset support that moves the needle. But if you truly prefer 1:1, reach out and we can talk.
Q What if I join near a school holiday?
A: Your support window extends to account for UK school breaks — so you still get the full 6 months of support, no matter what.
Q: I'm feeling a bit overwhelmed, are you sure I can do this?
A: I’ll be upfront — yes, there’s a lot to learn and implement in The Business of Coaching.
But you don’t have to figure it out alone anymore.
If you’re committed, I’m here to guide you. You bring the courage — I’ll bring the map.
Let's make sure it's right - for both of us
Nearly everyone completes the short application before joining — it’s how I get to know you and send a personalised Loom video with honest, no-pressure guidance so we can both make sure it’s a great fit.
Let’s build the coaching business you trained for — with structure, support, and someone in your corner the whole way.