If you’re a coach looking to diversify your income streams beyond one-on-one sessions, you’ve probably heard about coaches selling digital products online. 

But what exactly is a coaching store, and how can you create one that actually achieves meaningful revenue?

The good news is that building a coaching store doesn’t require a computer science degree or a massive upfront investment. With the right approach and tools, you can create a digital storefront that works around the clock to sell your expertise while you sleep.

In this guide, you’ll learn everything you need to know about creating and launching your own coaching store quickly and efficiently.

What is a Coaching Store?

A coaching store is a digital storefront where clients and prospects can purchase coaching-related products and resources directly from you or your team.

Unlike a traditional e-commerce store that sells physical products, your coaching store specializes in digital offers that complement your core coaching services. But you can also sell your coaching services directly on that store, too.

Your coaching store serves multiple purposes for your business, including:

• Creating passive income for coaches by selling products that don’t require your direct time for each sale
• Helping you scale your impact beyond your one-on-one capacity
• Reaching more people with your knowledge and methods
• Adding value for your existing clients while attracting new prospects who might not be ready for full coaching packages yet

Wake Up To Freedom, a coaching store run by coaching duo Sarah and Justin, is a great example of this. They currently have five digital offers available on the front end of their website:

Above, you can see Sarah and Justin have five offers on display on their digital store. Each offer promises a different positive outcome, such as:

• A 5-day email campaign to increase sales
• Developing new income streams
• Getting more people to buy
• Developing simple workshops
• Creating an evergreen email sales campaign

Coaching stores work great for other coaching niches, such as wellness coaching or fitness, too. Stephanie Buttermore has several training programs available on her site:

The image above shows a few of the programs available in Stephanie’s store, including:

• Women’s complete at-home training guide
• Foundational training for beginner and intermediate women
• Specialized training for intermediate and advanced women

These coaching stores work because they solve specific problems for specific people. 

They’re not just random digital products thrown together, but carefully curated coaching tools that reflect the store owner’s unique coaching methodology and expertise.

Types of Products You Can Sell in Your Coaching Store

The beauty of a coaching store lies in the variety of coaching products you can offer. Your expertise can be packaged in numerous formats to serve different client needs and price points.

1. Digital downloads

Digital downloads form the backbone of most coaching stores. 

These might include:

• Standard workbooks and ebooks that guide clients through your signature framework
• Coaching exercises and games that clients can play to improve their skills
• Templates or template packs for goal-setting or precise planning
• Checklists for implementing strategies your clients love
• Comprehensive guides and/or references on pages and topics within your niche
• And so much more! 

The key is creating resources that provide immediate value and can be used repeatedly.

2. Online courses and mini-programs

Online courses and mini-programs represent higher-value offerings in your life coaching store. 

These might be:

• Condensed versions of your signature coaching program
• Skill-building courses
• Specialized training on specific topics 

Unlike your full coaching programs, these are typically self-paced and don’t include direct access to you.

3. Coaching tools and assessments

Coaching tools and assessments can be incredibly valuable additions to your store. 

These might include:

• Personality assessments
• Goal-setting frameworks
• Progress tracking tools
• Digital planners
• Evaluation questionnaires

These products often have high perceived value because they provide personalized insights to users. For example, the following planner and workbook bundle from MäksēLife helps users with their specific 8 Life Areas framework:

4. Memberships

Coaching memberships create ongoing relationships with your audience. This could be:

• A monthly resource library
• Weekly planning tools
• Access to a community of like-minded individuals
• A monthly group coaching session

Memberships provide recurring revenue and keep you connected with your audience over time.

How to Set Up Your Coaching Store with Paperbell

Setting up a coaching store used to require juggling multiple platforms, payment processors, and delivery systems…

Not super appealing.

Paperbell changes that by providing everything you need to create and manage your coaching store in one place.

Paperbell’s digital product platform is specifically designed for coaches, which means it understands the unique needs of your business. Unlike generic e-commerce platforms, Paperbell seamlessly integrates your digital products with your coaching services to create a cohesive experience for your clients.

Here’s how Paperbell works from a high level:

• You create coaching packages, which can be one-on-one coaching, group coaching, or digital downloads
• Paperbell automatically generates a coaching website for you and displays all of your packages (no design needed)
• You customize branding elements of your store and add elements such as Frequently Asked Questions, opt-in forms, and links to your social media profiles if desired

It’s that simple. The only other step is to customize your availability if you intend to offer one-on-one coaching packages with appointments, but that’s it.

Let’s walk through it.

1. Create Your  Free Paperbell Account.

You can try out Paperbell for free right here and get started with your coaching store.

Your free account includes unlimited coaching packages and digital downloads.

2. Create Your First Coaching Product as a Coaching Package.

Whether you’re selling:

• One-on-one coaching,
• Memberships,
• Digital downloads, or
• Group coaching

It all starts with Paperbell’s flexible “coaching package” system.

When you create a new package, you’ll see several options, which include done-for-you templates:

For a coaching store, it’s easier to start with one of the templates and customize from there.

3. Customize Your Coaching Product.

Your customization process will look different based on the type of coaching product you’re creating.

Inside the package settings, you’ll find options to customize:

• Purchase options and pricing
• Details and product information on this product’s dedicated coaching page
• Content delivery (either available immediately, at a certain date, or based on a drip schedule after purchase)
• Automated emails (great for an upsell sequence or reminders to engage with their purchase)
• And so many more perfect features specific to coaching (like group coaching, appointments, contracts, etc.)

Paperbell’s content delivery features are where it really shines for coaching stores. You can upload: 

• PDFs
• Videos
• Audio files
• Any other digital content your ideal clients would enjoy

You can even set up drip-feeding for courses, releasing content over time to improve completion rates.

4. Brand Your Coaching Website.

Once you have at least one coaching offer to sell on your store, it’s time to customize your coaching site.

On the Website menu, you can add and change:

• Your profile photo
• Your ‘About’ section
• An introductory photo or video
• Brand colors and logos

Your products and packages will show up right underneath the fold:

Anyone visiting your products page can click and check out without involving you at all.

And below them, you can also add:

• A call-to-action section to book a free call
• An FAQ section
• A space to share your social media profiles
• An opt-in form to grow your email list

And that’s it, you’re ready to share your coaching store with the world and start generating some extra coaching income. 

How to Promote Your Coaching Store

Building your coaching store is just the beginning. The real magic happens when you start promoting it effectively to your audience.

We have dedicated articles for several marketing strategies, depending on what works best for you:

• Leverage lead magnets: Turn one of your coaching products into a free lead magnet to grow your email list.
• Using email marketing: Start a coaching newsletter or try email automation to cross-sell various products and offers to your audience over time.
• Marketing on social media: Choose one platform and master it first, then move on to the next when you want to scale. You can try LinkedIn, TikTok, Instagram, or Threads.
• SEO optimization: Optimize your coaching store for SEO, start a blog, and/or use Pinterest to drive organic traffic.

If you have the budget for it, you may also consider Facebook ads or other paid avenues, but I recommend validating a product before putting money into it.

FAQs About Coaching Store

What’s the difference between a coaching store and regular e-commerce?

A coaching store focuses specifically on knowledge-based digital products and coaching services, while regular e-commerce typically sells physical goods. Coaching stores integrate with your service-based business model.

How much should I charge for digital products in my coaching store?

Pricing depends on the value and complexity of your product. Simple templates might range from $27 to $97, while comprehensive courses could be $297 to $997. Consider your audience’s budget and the transformation your product provides.

Do I need technical skills to set up a coaching store?

No technical skills are required with platforms like Paperbell. The setup process is designed for coaches, not developers or designers. You can have your store running in minutes without any coding or design knowledge.

How do I deliver digital products to clients?

Paperbell handles automatic delivery through secure client portals. When someone purchases, they immediately receive access to download or view their products online. The system manages all the technical aspects for you.

Can I integrate my coaching store with my existing website?

Yes, Paperbell can work alongside your existing website or serve as your complete coaching website. You can link to your store from your current site or migrate everything to Paperbell for a seamless experience.

Start Building Your Coaching Store Today

Creating a coaching store can help you generate extra income, yes. But it also helps you maximize the impact of your expertise while building a business that can scale beyond your personal time constraints.

Ready to transform your coaching expertise into a thriving digital store? Paperbell makes it easier than ever to create, manage, and promote your coaching products.Get started with your free Paperbell account today and discover how simple it can be to build the coaching store of your dreams.