COACHES
Become the go-to coach in your niche - and sign consistent clients
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ICF-accredited, 6-month programme with weekly live coaching (UK term-time only, with your support period extended to cover school holidays) and personal feedback from me on your niche, offer, messaging and client process. You will not be left to figure this out alone.
Trusted by 150+ coaches • ICF‑accredited • Step‑by‑step system • Honesty not Hype
✔️My eyes on your work every week - niche, offer, posts, pitches, proposals
✔️Small group accelerator to fast track your first wins
✔️Slack support for feedback between calls
Join the 7 October intake
You’ll get instant access to resources and the private community. Your 6-month 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
You became a coach to make a difference
But building a business has felt heavier than it should.
You were trained to coach, but no one showed you how to turn it into a business.
You’ve been trying to piece it together on your own, and it’s taking longer than you hoped.
You’ve signed a client or two, but it doesn’t yet feel steady or sustainable.
Or you’re newly qualified, excited to get going, but already unsure how to create income from coaching.
You don’t need to keep doing this on your own.
Inside The Business of Coaching, you’ll get clear steps and regular feedback from me on your niche, your offer, your marketing and your client process – so you can move forward with confidence.
What if you could...
✅ Have a steady stream of aligned clients reaching out to you
✅ Market yourself confidently – without second-guessing
✅ Sell with ease to clients ready to say yes
✅ Start to see your client work turn into real income.
✅ Wake up knowing your business finally reflects your expertise – not just your effort
That’s exactly what we work on inside The Business of Coaching. And you won’t just learn the theory – I’ll be giving you personal feedback on your niche, your offers, and your marketing each week, so these results become achievable for you too.
Real Coaches, Real Results
From fast growth to first wins – here’s what’s possible when you combine a proven system with personal feedback and support.
The Growth You Can Reach
From scratch to £30K months
I got 3 new clients in January and have 8 discovery calls this week. Do it...just get on with it...don't hesitate. Follow these steps and it will work!
From patchy to fully booked
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.
From okay to 2.5x revenue
I have 20 regular clients right now and have 2.5x'd my revenue
From one client to expansion
When we started working together, I had one corporate client. Since then I've taken on another five corporate clients and launched a group women's leadership programme.
From 'all over the place' to successful launch
I got 10 out of 12 group programme places filled.
From stop-start to highest earning year
I earned more money than I've ever earned as a coach or employee - it's been my highest earning year.
From stop-start to $100K
My goal was to get more clients and make more money. And I have made more money (on track for $100K this year). My business has expanded and I now get to choose how I want to mae my money.
The support you'll recieve
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
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. 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
The first results you’ll see
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.
From zero to 15 clients
I'm leaving the program with fifteen one to one self funding clients and I started with zero.
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.
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 scratch to 50% of income
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 unpaid to paid speaking and workshops
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.
From training to clear busineses 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 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 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.
Here’s how I’ll support you to get there.
Introducing
Whether you’re just starting out or already signing clients but struggling to make it consistent, this programme meets you where you are.
Over 6 months, I’ll guide you through my ICF-accredited system — with weekly coaching and personalised feedback — so you can build 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 overwhelm
Sell with ease — no awkwardness, no imposter syndrome
Build a thriving business that finally reflects your expertise
📌 This is not another “how to get clients” course.
📌 You’ll get structure, accountability, and direct support from me every step of the way.
In case you're wondering how The Business of Coaching stacks up to other programmes out there...
Other programmes
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Offer no recognised accreditation or learning outcomes
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Hand you a login but offer little or no support when you hit a roadblock or need some advice on your business.
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Incorporate content grounded in theory, highlighting the "what" but often missing the crucial "how," leaving you grappling with how to bring these concepts to life.
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Depend solely on external coaches for answers, with no opportunity to engage directly with the person you bought from.
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Give access to course content for a limited period.
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Focus solely on selling to individuals, with no experience of selling to organisations.
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Don't support the 'whole person'.
The Business of Coaching
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ICF-Continuing Coach Education accredited with 12 Core Competency CCEs and 28 Resource Development CCEs.
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Get step by step instructions and real support, feedback and accountability from me and my team.
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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.
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Work with someone who knows you and cares about your success.
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Get lifetime access to the content so you can continue to refer back to it as your business grows.
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Incorporates various ways you might wish to grow your business including individuals and organisations.
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Understands that you need strategy and mindset to be successful.
SO WHAT WILL WE COVER?
✅ PHASE #1 - Build
Clarify your niche and positioning
Create your signature coaching offer + pricing
Build your brand message and marketing language
Launch your first lead magnet + email funnel (without tech overwhelm)
You’ll finish this phase with a clear niche and offer — reviewed and refined with me so you know they land with your audience.
✅ PHASE #2 - Attract
Design a marketing plan that works around your life
Get visible your way (LinkedIn, email, podcasts, workshops, etc.)
Master client conversations so prospects say “Where do I sign?”
I’ll review your posts, outreach and conversations so you’re not second-guessing. You’ll have a simple visibility plan that feels doable and brings results.
✅ PHASE #3 - Deliver
Smooth client onboarding and premium delivery experience
Increase revenue with premium or corporate offers
Track the right metrics so you always know what’s working
Together we’ll refine your client experience and systems so you feel confident, professional, and ready to grow.
👉 The Reliable Results Path
Underneath these phases, you’ll be guided through my proven 5-Step process that ensures your business is built to last:
Foundation & Vision
Niche & Offer
Sales & Marketing Strategy
Automation & Tech
Growth & Sustainability
It’s the structure that keeps everything in order, so you don’t waste time or spin in circles.
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
How does it work?
This isn’t just a course - it’s a high-touch mastermind for qualified coaches or consultants, ready to grow a meaningful, client winning businesses. 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
Follow a clear, step-by-step path with short trainings you can fit into your life.
You won’t just watch them in isolation — I’ll review your niche, offer, and messaging in real time so you keep moving forward.
By the end of your first 4 weeks, you’ll:
Establish your niche
Define your offer
Communicate your value with confidence
Within 12 weeks, you’ll have a simple but effective marketing and sales system in place.
CONNECT
We’ll kick off with a 4-week small-group accelerator (around 5 participants on Tuesdays 10-11am), where I’ll get to know your business and help you spot quick wins.
From there:
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Weekly group coaching calls (Tuesdays, 1–2:30pm, UK term-time) for live training, hot seats, and implementation
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Slack access between calls for ongoing feedback and quick answers
Breakout groups during calls so you connect with peers and learn from each other
You’ll never be left wondering what to do next — you’ll always have a place to ask, share, and get feedback.
BELONG
You’re not just joining a programme, you’re joining a community of thoughtful, supportive coaches. You’ll have a group that champions your wins, helps you through wobbles, and keeps you on track.
This is the kind of environment where real progress happens — consistent, supportive, and full of encouragement.
High-Value
Limited Time Bonuses (included for free)
These bonuses are designed to give you extra support in the areas where most coaches get stuck.
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BONUS 1
Winning with Webinars
Learn how to plan, promote, and deliver a webinar that attracts the right clients and positions you as an expert in your niche. You’ll walk away with a step-by-step process you can use again and again.
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BONUS 2
Selling to Corporates
70% of my clients sell to organisations. Already working with individuals and want to expand into organisations? This bonus gives you the templates and approach to do exactly that.
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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
You’re not just paying for content — you’re investing in 6 months of focused progress, weekly coaching, and personalised feedback on your business. You’ll leave with the clarity, systems, and confidence to keep signing clients long after the programme ends.
Here’s what’s included:
✔️ 6 months of live coaching, training, & support
✔️ Weekly feedback on your niche, offers, posts, proposals and client process
✔️ Slack access for ongoing accountability and quick answers
✔️ Lifetime access to the content
✔️ A proven systeem that has helped overe 150 coaches build sustainable businesses
✔️ Limited-time bonuses (see above)
Most clients recoup their investment with just 2–3 paying clients — and leave with the systems and confidence to keep signing clients again and again.
Curious but have questions?
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.
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. Many coaches join when they’re a few steps in – maybe they’ve signed a handful of clients or are making some income, but it’s inconsistent. This programme helps you build solid foundations so you can grow towards steady £3–5k months and beyond. Newer coaches get clarity from the start. More experienced coaches finally fill in the gaps that have been holding them back.
Q: What if I’ve already done another business programme?
OA: That’s actually a huge advantage. This isn’t about stuffing you with more random strategies. It’s about giving you a step-by-step system that works – and the live support to finally implement it. Many of my clients tried other courses but only started signing consistent clients once they worked through this framework with feedback, accountability, and community.
Q: What if I don’t have a niche yet?
A: Perfect – we’ll figure it out together. I’ll guide you through choosing a profitable, aligned niche that makes your marketing clear and your offers easy to say yes to. Without this, everything feels harder than it should.
Q: What if I already have a niche?
A: Brilliant. We’ll sharpen it so your message cuts through the noise and positions you as the go-to coach in your space. Even experienced coaches are often too broad or vague – this programme helps you get crystal clear so clients instantly “get it.”
Q: How much time do I need each week?
A: Around 3–4 hours. That includes the live group call (90 minutes), working through the short lessons, and applying what you’ve learned. This isn’t about consuming more content – it’s about taking 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.
Q: How much time will I get with you?
A: We kick off with a 4-week small-group accelerator (around 5 participants), where I’ll get to know your business and help you spot quick wins.
From there, you’ll have:
Daily access in the private Slack group — for feedback, advice, and quick check-ins from me and my team.
Weekly live group coaching sessions on Zoom — where you’ll get direct support from me and stay accountable.
A supportive peer group — your own “board of directors” of coaches on the same journey, cheering you on and sharing ideas.
You’ll find this gives you the personalised support you need to move forward. If you’d like extra 1:1 sessions, you can book them at a reduced community rate — though truthfully, none of the coaches you see on this page needed that.
Q: Do you offer refunds?
A: 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.
Q: What if I can't make the live calls?
A: No problem. Everything is recorded and uploaded in your portal. You’ll never fall behind. Plus, you’ll have access to the private community and can get feedback anytime.
Q: Do I need to keep the pace of others in the programme?
A: Not at all. The full programme is unlocked from day one, so you can move at your own pace and you’ll keep lifetime access to the training.
It’s designed as a clear roadmap, but you can also dip into what you need most right now. Got a sales call tomorrow? Jump straight to the sales scripts. Running a webinar? Head straight to the “fill your webinar” training. Pitching to a corporate? Go directly to that section.
There’s no one-size-fits-all here - you can go as fast or as slow as you need, and you’ll still get personalised support to meet you where you are. Our group calls are run with this in mind, so you’ll always feel supported no matter what stage you’re at.
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 the action your clients will take, neither can I. What I can do is give you a proven system that’s worked for me in Executive, Career, and Business coaching — and for 150+ coaches who’ve been through this programme.
Some clients sign their first paying clients within weeks. Others take longer while they refine their niche and message. Most recoup their investment within 1–2 clients.
The truth is, building a business is a journey. It takes resilience, consistency, and showing up even when it feels slow. What I can promise is this: if you do the work, follow the steps, and keep going, 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: 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.
Q What if I join near a school holiday?
A: As our weekly calls are UK term time only, your support window extends, so you never miss out on your full 6 months of support.
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. And yes, there will be moments when it feels uncomfortable, or when you’d rather collapse on the sofa than take action. That’s normal.
But here’s the truth: if you’re willing to put in a few hours each week and ask for help when you need it, you absolutely can do this.
Building a business takes commitment — and the fact that you’re even reading this tells me you’re already committed. My job is to make sure that every ounce of effort you put in actually moves you closer to clients, income, and the sustainable business you want.
You’ll never waste your time or energy here. Every step has a purpose. And if you show up and do the work, you’ll be amazed at what you can create.
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.
💡 The real cost isn’t the programme – it’s staying stuck where you are. Every month without clients is another month of wasted energy, second-guessing, and missed income.
👉 Join the programme that’s helped 150+ coaches grow their business and sign ideal clients.