Ever seen someone with immense potential but struggling to tap into it?

Or maybe you’ve felt that way too—so close to success, yet something’s missing.

A performance coach can help create that much-needed breakthrough. They don’t only work with athletes but everyone, from corporate employees to artists.

Curious? Stick around to learn:

• What is performance coaching?
• What does a performance coach do?
• Do you need certification to become a performance coach?
• How much do performance coaches make?

What Is Performance Coaching? 

Performance coaching helps individuals or teams improve their skills, mindset, and effectiveness to achieve their goals.

Imagine taking the essence of sports performance coaching and applying it to personal or professional development. It bridges the gap between the client’s current and desired state.

Picture this: Sarah, a dedicated team lead, is on the path to becoming a director at her firm. She’s skilled and ambitious, but she struggles with a few aspects of leadership.

With a high-performance coaching process, not only does she polish those skills, but she also discovers new strengths she hasn’t had before.

So, how can coaching improve job performance and other skill sets? By elevating the client’s potential.

Whether you’re a manager aiming for a promotion, an artist refining your craft, or someone striving to make the most of each day, performance coaches can be the nudge in the right direction.

They’re the folks you bring in when you think, “I’m good, but I want to be great.”

What Does a Performance Coach Do?

While methods vary from one performance coach to another, here are a few approaches they generally employ:

1. Discovery sessions: This is the ‘get-to-know’ phase. Most high-performance coaches kick off with a discovery session to understand the client’s goals, strengths, areas of improvement, and what they hope to achieve with performance coaching.
2. Goal setting: Next, the coach helps the client set clear, achievable goals and the focus area of their personal development.
3. Action plans: A goal without a plan is just a wish. Peak performance coaches design tailored action plans that align with the client’s goals, serving as a roadmap to their success.
4. Regular check-ins: Regular touchpoints are essential, whether that’s weekly calls or daily voice messages. They serve to review progress and address challenges to ensure continuous improvement.
5. Feedback and adjustments: As the client moves forward, their coaching plan might need adjustment.

For example, an up-and-coming manager may be great at their job but freezes up when speaking in front of their team. 

A good performance coach wouldn’t just hand them a script. Instead, they would uncover the root of their anxiety, equip them with speaking techniques, and build up their confidence. 

Over time, with the coach’s guidance, they wouldn’t just speak but inspire.

Now, what if someone doesn’t have a specific “problem” but wants to level up? In that case, the coach can adjust their action plan to better align with their needs while continuously pushing them out of their comfort zone.

Do You Need a Certification to Become a Performance Coach?

Some organizations or clients might require specific credentials, while others might be more flexible with how you earned your expertise. Here are a few ways you can get performance training:

1. Formal education: A background in human resources, organizational behavior, or psychology can give you a foundational understanding of human behavior.
2. Coaching certification: A life, business, or performance coaching certification program can teach you essential coaching skills and methodology to help clients.
3. Practical experience: Lived experience in previous roles (especially those related to performance management) can bring you a deeper understanding of your clients’ needs.
4. Continuous learning: Attending workshops and learning about the latest research on performance from studies, books, and podcasts helps you stay up to date after your training.
5. Soft skills: Empathy, active listening, and powerful questioning are skills you can continue practicing after your training with peer coaches or pro bono clients.

Some of the most recognized coaching organizations are the International Coaching Federation (ICF), the European Mentoring and Coaching Council (EMCC), and the Coach Training Institute (CTI).

However, you can find various comprehensive and specialized coaching programs to pick up the right qualifications for delivering successful performance coaching.

How Much Do Performance Coaches Make?

On average, coaches in the US earn around $67,800 per year (per a 2023 ICF survey), but top-tier coaches can earn six figures. Individual earnings can vary widely based on several factors:

• Experience and reputation: New coaches charge lower fees, while experienced coaches with proven results can command higher rates.
• Specialization: Coaches in high-demand niches (e.g., executive leadership, sales, or sports) often charge premium rates.
• Location: Coaches in major cities or international markets may have higher rates than those in smaller towns.
• Coaching format: One-on-one sessions tend to have higher rates, but online coaching can scale to reach more clients.
• Group vs. individual coaching: Group coaching can generate significant income even at lower per-person rates.
• Additional income streams: Many coaches boost earnings through books, courses, speaking engagements, or physical products.
• Certifications and ongoing education: Credentials can justify higher fees and attract more clients.

Income isn’t always consistent, especially early on. Many coaches offer packages, retainers, or memberships to create steady revenue.

How To Become a Performance Coach

1. Ask Yourself Why

Coaching is a crowded industry. Understanding your motivation can provide a clearer direction for your career.

Do you get a thrill from seeing others succeed in a competition? 

Are you driven by the desire to coach clients to their maximum potential?

Or perhaps it’s the deep satisfaction of facilitating inner breakthroughs? 

Identifying your ‘why’ sets the foundation for every other decision you make along your journey.

2. Pick a Niche

A clearly defined niche helps you stand out in a sea of generic coaches and lets you attract your ideal clients more effectively. It tailors your expertise and methods to a specific audience, making your services more impactful and relevant. Some niches you can consider are:

• Startup entrepreneurs: Help founders scale businesses, make strategic decisions, and manage teams effectively.
• Professionals: Guide high-performance professionals in goal-setting, stress management, and work-life balance.
• Artists and performers: Support actors, singers, and dancers in handling criticism, staying motivated, and nurturing creativity.

Here’s how you can approach choosing the right niche:

1. Assess your strengths: What areas are you knowledgeable or passionate about? Maybe you have a business background or were an athlete in school.
2. Market research: Identify the needs of your potential clients. What challenges do they face? What goals are they aiming for?
3. Test and iterate: Start with a broader niche, offer free sessions, gather feedback, and refine as you go. Your niche will evolve as you gain more experience and insights.

Remember, a narrow niche doesn’t restrict you; it positions you as an expert in a specific domain. This makes your services more valuable and sought after by the exact type of people you want to help.

3. Gain Experience

Before you set up shop, you must familiarize yourself with key concepts, methodologies, and practices in performance coaching. Besides the training options mentioned previously, you can:

• Read books on performance coaching: Learn from top coaches and experts through books like The Coaching Effect by Bill Eckstrom & Sarah Wirth or Coaching for Performance by John Whitmore.
• Attend workshops and webinars: Get hands-on experience, learn from seasoned pros, and see different coaching styles in action.
• Find a mentor: A seasoned coach can fast-track your growth with guidance, feedback, and real-world insights.

Apply what you’ve learned in real-world situations, like peer coaching or pro bono sessions offered to individuals and organizations.

4. Define Your USP

Your unique selling proposition (USP) describes the most valuable changes you’ll bring about in your clients’ lives. For example:

“I’ll assist you in breaking through your limitations at work and achieving unparalleled productivity.”

“Enhance your athletic performance without compromising mental peace.”

Your offer should resonate with the specific challenges your niche faces.

For example, Trish Davis positions herself as a coach who helps women “pursue health and healing in the midst of difficult or broken relationships.” She does this through helping them navigate “unexpected transitions, mom guilt, relational hurt, betrayal, infidelity, and loss.”

It works well because:

• She’s clear on who she helps.
• She specifies the pain point she helps her dream clients through.
• She explains how she helps them through those pain points.

Only her ideal client will feel drawn by this USP. Everyone else will fall away, which is a good thing! If she were to say “I help people heal,” it would be too generic to resonate with her target clients.

5. Establish Your Brand

Your coaching brand tells people who you are and what you stand for. Beyond a logo and a tagline, consistent messaging communicates your values and what you bring to the table.

Here’s how you can get started with building your brand for yourself and your performance coaching program:

• Create a website: A website is like your digital storefront, featuring your bio, client testimonials, and FAQ, and providing an easy way for clients to sign up—Paperbell takes care of this, from A-Z.
• Get on LinkedIn: Share valuable content, join relevant groups, and participate in discussions. Your ideal clients might just be a connection away.
• Try TikTok: Share bite-sized performance tips, debunk common myths, or give a glimpse of a day in the life of a performance coach. TikTok is a fantastic platform to make learning engaging and fun.
• Consider Instagram: Use Instagram stories and reels to share client stories, host live Q&A sessions, or collaborate with other experts in your niche.
• Network: Attend relevant events, workshops, and seminars to network with other professionals. Your next big opportunity might come from a fellow attendee.
• Engage in webinars and podcasts: Share your expertise on a podcast or webinar to position yourself as a thought leader. Partnerships allow you to reach a broader audience.

Your brand is a living entity that evolves as you do. Evaluate and refine your messaging and visual language regularly based on new insights, feedback, and the changing dynamics of the coaching landscape.

Start a Performance Coaching Business With Paperbell

When it comes to your practice, having the right tools makes all the difference. 

Paperbell handles your website, booking and payment system, contracts, client notes, surveys, email automation, and so much more.

Grab your free account and let Paperbell be the support system that elevates the performance of your coaching business!

Editor’s Note: This post was originally published in November 2023 and has since been updated for accuracy.