How Do Health Coaches Make Money? The Health Coaching Career Guide

How do health coaches make money?

This is one of the most common questions prospective students ask our admissions team.

It’s an important question—choosing a career in a developing industry can feel both exciting and uncertain. Exciting, because health coaches aren’t limited to a single path. They have the freedom to create a career that reflects their personal vision and goals. Uncertain, because as pioneers in an emerging market, health coaches are blazing their own trails in a field that urgently needs their skills.

Health coaches can succeed in many ways, including working in private practice, being employed by other businesses, or pursuing their own entrepreneurial ventures. Below, we explore these paths in detail, discussing their advantages and challenges and highlighting key strengths that can help coaches succeed in each. We also share insights into the health coaching job market and practical tips for those just starting out.

But before we get into how health coaches make money, it’s worth asking, why doesn’t every health coach succeed in this career? Sometimes, a coach might focus on a niche that’s too narrow to be sustainable, or too saturated to stand out. Other times, they pursue endless certifications without ever taking the leap to build their business.

More often, though, it’s because success requires planning, resilience, and a willingness to embrace discomfort. All new coaches face setbacks, and the successful ones learn from those setbacks and try again. They step outside their comfort zones to refine their marketing messages, develop their voices, and solidify their offerings. They put themselves out there, leveraging their networks, building community, and connecting with people who need their help.

Successful coaches adopt a test-and-learn mindset, balancing authenticity with effectiveness. They play to their strengths, stay grounded in their purpose, and grow their business one step at a time.

Let’s explore the many ways health coaches can build fulfilling and rewarding careers.

How Do Health Coaches Make Money?

Health coaching offers incredible flexibility and customization. Coaches can shape their work to align with their strengths, passions, and professional goals, adjusting as they grow or as market demands shift. This adaptability means no two coaching careers look exactly alike.

In practice, most coaches gravitate toward one (or a combination) of six core career paths. Each path presents unique opportunities and challenges, and no single path is inherently better or worse than another. The right fit for you will depend on your skills, interests, and how you want to engage with your clients or broader community.

Let’s take a look at the paths and the character strengths that can help you thrive in each.

Six Health Coach Career Paths

1. Start Your Own Private Coaching Practice

A coach with their own private practice typically works with clients one-on-one and/or in groups, either virtually or in-person, full-time or part-time. They may also run workshops, facilitate wellness programs, or create online products like recipe books, courses, or journals. Many develop referral relationships with other businesses (e.g., medical clinics, gyms) who send clients their way. Some choose to partner with another coach and go into private practice together. As their business grows, they might even expand by hiring additional coaches or staff. Growing demand for health coaches in the private sector makes this an ideal path for those who value independence and personalization in their work.

Advantages:

Autonomy: Full strategic control over your business, including setting your rates, building your client schedule, and setting your working hours
Creativity: Creative control over the identity and direction of your business, including the freedom to select a niche(s) and offerings that are particularly meaningful, lucrative, or interesting to you, and then market yourself authentically
Flexible income streams: Offer session packages, group coaching, custom programs, condition-specific coaching, online programming, and/or anything else you can come up with and create

Challenges:

Lack of structure: As with any independent venture, you must provide the structure your business needs—everything from selecting practice management software to identifying where and how to meet with clients to setting aside vacation time
Wide-ranging responsibilities: As an independent entrepreneur, you’re not only a health coach but also a marketer, administrator, and strategist
Less predictability: Building up a business from scratch takes time and effort, and may be intimidating to those without prior entrepreneurial experience

Key Strengths for Thriving on This Path:

Entrepreneurial mindset and creativity, envisioning and customizing your own dream coaching career
Excellent communication and interpersonal skills, making connections with your community and spreading the word to find your people
Resilience and determination to build from the ground up and stay focused on your vision
Organization, to bring order to your work, stay focused on what’s important, and not get derailed by distractions

Interested in learning more about this career path?

Meet FMCA Graduate Hally Brooke.

2. Join a Collaborative Care Team

Another popular route is for health coaches to work alongside physicians, dietitians, and other healthcare professionals as part of a collaborative care team. These coaches may be employed directly by a private clinic, large hospital, or integrative health center, or they may partner with one or multiple providers as an independent contractor. This path offers the opportunity to integrate health coaching into a holistic care model, helping clients make lasting changes through coordinated efforts with other healthcare professionals.

Advantages:

Structure: Work within a structured healthcare environment, which usually includes skilled teammates, work schedules, and organized administrative processes
Client base: Receive regular client referrals from medical professionals, with less/no need to market your coaching directly to clients
Broad learning potential: By partnering with coworkers from other health professions/specialties, you gain exposure to a wider range of health conditions and care strategies
Stability, if you’re a direct employee: Employees may have more income stability and/or access to employer-provided benefits

Challenges:

Finding your opportunity: In order to choose this path, you must first find a collaborative care team(s) who wants to hire/partner with you
Interdisciplinary dynamics: Added complexity of balancing each client’s needs in partnership with multiple healthcare specialties
Dependence: Possible obligation to work in ways that you don’t prefer (e.g., abiding by a pre-set pricing structure or program schedule, completing admin tasks, etc.), in order to fulfill your commitments as an employee/partner

Key Strengths for Thriving on This Path:

Teamwork—interest in working with others, and commitment to the team’s success
Social intelligence, an understanding of other people’s priorities and motives, and the ability to communicate effectively with them
Patience to endure the workings of a larger team and the administrative structure they use
Strong knowledge of health and wellness science, and an interest in learning about and working closely with other health professions

Interested in learning more about this career path?

Meet FMCA Graduate Kwan Lieu.

3. Enhance Your Current Role with Health Coaching

Many health and wellness professionals—nurses, dietitians, personal trainers, chefs, pharmacists, bodyworkers, and others—choose to add health coaching to their skill sets as a way to deepen their impact. By combining their existing expertise with a health coach’s behavior change techniques, they’re better able to meet clients where they’re at and guide them toward lasting transformation. Health coaching also opens new revenue opportunities and brings added variety and meaning to their work, all without the need to transition to full-time health coaching.

Advantages:

Continuity: You’ve already established a career in your field, and health coaching allows you to expand your capabilities without starting from scratch
Client base: Your existing client network can be a ready audience for your health coaching services, giving you a head start in finding clients
Enhanced expertise: Adding coaching to your skill set makes you a more effective and well-rounded professional, increasing your value to both clients and employers
New revenue streams: Diversify your income with the addition of coaching services alongside your current work

Challenges:

Balancing demands: Adding additional responsibilities to your current role can make time management more challenging
Scope of practice: Working in multiple modalities may bring added complexity when navigating the boundaries between each role
Defining your offerings: Clearly communicating how health coaching complements your existing role can be challenging, especially when introducing it to clients or colleagues who may not fully understand its value

Key Strengths for Thriving on This Path:

Adaptability—you seek variety and can easily shift gears between topics and roles
Curiosity about the potential to make an impact beyond the limits of your current scope
Commitment to growth, with an eagerness to continue learning and growing your skill set across multiple modalities

Interested in learning more about this career path?

Meet FMCA Graduate Yolanda Barnes.

4. Work as a Health Coach Within a Healthcare Business

More and more health-related companies, such as insurance providers, grocery stores, and nutrition apps, are hiring health coaches to integrate behavior change strategies into wellness-focused products and services. In these roles, coaches may practice more conventional health coaching, working one-on-one with their employer’s customers to promote healthier lifestyle choices and manage chronic conditions. They may also design broader coaching programming for wellness initiatives or app-based health programs. This path allows coaches to make an impact at scale while enjoying the stability and resources of a corporate environment.

Advantages:

Scale: Potential to impact a large customer population and shape the organization’s broader health strategy and goals
Built-in client base: Access to the company’s existing customers means little to no need to market your services
Stability: Employment with a company often comes with income stability and/or access to employer-provided benefits
Professional development: Company may provide ongoing resources and support for you to continue advancing your expertise in health and wellness

Challenges:

Restricted autonomy: Obliged to follow your employer’s coaching policies and overall health philosophy
Limited scope: Coaching may be confined to the services or objectives outlined by the company
Focus on metrics: Companies often prioritize data and measurable outcomes rather than the holistic, individual approach many health coaches prefer
Corporate culture: Navigating your role as a health coach within a larger corporate structure can be complex, especially when dealing with office politics or philosophical differences with leadership

Key Strengths for Thriving on This Path:

Goal-oriented and capable of working toward and measuring specific metrics and outcomes
Business-savvy communication, especially the ability to present ideas and results effectively to corporate stakeholders
Team player who enjoys collaborating with a multidisciplinary team

Interested in learning more about this career path?

Meet Irina Pelphrey, Group Vice President of Health at Albertsons Companies.

5. Workplace Wellness Health Coaching

Workplace wellness health coaches help businesses—often non-healthcare companies— create healthier work environments. Typically employed directly by the company, these coaches may offer one-on-one coaching, lead group workshops, or design company-wide wellness programs aimed at improving well-being, morale, and productivity. Some corporate wellness professionals are dedicated health coaches—coaching is their whole job—while others are business professionals who add health coaching to their skill sets to enhance their role, usually in Human Resources or similar people-focused functions.

Advantages:

Built-in client base: Little to no need for marketing or client acquisition efforts, as the employee population at the company is your client base
Stability: Being employed by the company offers more income stability and/or access to employer-provided benefits
Impact on company culture: Opportunity to shape the health and well-being of a large group of individuals, fostering a healthier, more productive work environment
Professional development: The company may offer ongoing resources and support for you to continue advancing your expertise in health and wellness

Challenges:

Demonstrating ROI (Return On Investment): You may need to prove the value of your coaching by tracking metrics and measuring impact, which may be challenging for some coaches who aren’t used to tracking their work in this way
Limited client base: The employees of the company are your client base, which may mean limited diversity and/or require flexibility as you adapt to their specific needs
Limited autonomy: You are obliged to align with the company’s/employees’ needs and expectations, potentially with little autonomous control over what your work looks like
Navigating workplace dynamics: Balancing your role as a health coach within a larger corporate structure can be complex, especially when dealing with office politics or resistance from employees or leadership

Key Strengths for Thriving on This Path:

Business experience, which may give you strong communication skills, a business-minded outlook, and the ability to navigate a corporate environment
Organizational skills, so you can manage multiple initiatives, track progress, and engage with various departments or stakeholders within the company
Adaptability, tailoring your coaching methods to fit the needs of your employee population and the demands of different organizational structures

Interested in learning more about this career path?

Meet corporate wellness professional Jaqueline Oliveira-Cella.

6. Forge Your Own Independent Entrepreneurship Path

For health coaches with a vision and entrepreneurial spirit, customizing their own career path can provide unmatched freedom and creativity. This route is full of possibilities: develop online courses, write a book, host a podcast, lead workshops, partner with other businesses, or even start a nonprofit. The flexibility allows coaches to build a business that reflects their passions and strengths. Success in this area also requires mastering practical skills like digital marketing and business management. Health coaches who thrive on this path combine their vision with a commitment to keep learning and adapting.

Advantages:

Creative freedom: Build a business to match your personal passions and unique strengths, without being tied to employer expectations
Unlimited potential: With endless growth opportunities to choose from, your venture’s success is entirely up to you
Diverse income streams: Combine multiple offerings, such as courses, speaking engagements, and books, to create a varied and sustainable revenue mix
Flexibility: Part-time or full-time. Virtual or in-person. Mostly one-on-one coaching, mostly group facilitation, mostly content creation, or a blend of all these and more—build a business that fits your lifestyle and goals

Challenges:

High marketing demand: Success relies heavily on your ability to promote yourself and your offerings
Unpredictable income: Earnings can be inconsistent, especially in the early stages of business development
Wide-ranging responsibilities: As an independent entrepreneur, you’re not only a health coach but also a marketer, administrator, and strategist
Building credibility: Establishing yourself as a trusted authority in your field can take time and effort

Key Strengths for Thriving on This Path:

Visionary mindset, with the ability to see the bigger picture and chart your own course
Self-motivation and discipline to manage multiple responsibilities and remain consistent in your efforts
Innovative thinking to create unique offerings and adapt to market trends
Resilience to navigate setbacks and persevere through the challenges of entrepreneurship

Interested in learning more about this career path?

Meet FMCA Graduate Shawn Blymiller.

Payment Structures: How Health Coaches Sell Their Services

After identifying the path or paths you want to pursue as a health coach, the next step is setting up a business so you can start helping clients and generating income. A major part of this process is determining your product offering and structuring your payment options. Clear and flexible fee structures can help you attract and retain clients, providing a foundation for sustainable growth.

For those new to freelancing or marketing themselves, the idea of selling your coaching services might seem intimidating. Rest assured, it’s not as scary as it sounds—many successful coaches started out with similar concerns. With time, practice, and a bit of strategy, you’ll develop an approach that works for you. That said, if you know you’d prefer a more structured environment (and less/no need to do your own marketing), check out our list of 50 Companies Hiring Health Coaches. These roles can provide the security of a structured environment, potentially allowing more focus on your coaching skills.

Common Payment Structures

For those pursuing an independent path, here are some common payment structures health coaches use to sell their services:

Standalone Sessions: À la carte coaching appointments that clients book as needed
- Best for: Newer coaches looking to cast a wide net, and any coach offering a low-commitment option for first-time clients
- Advantages: Easy to manage from an administrative standpoint, and offers a low barrier to entry for new clients seeking flexibility or immediate help
- Challenges: Less income predictability, and opportunities for long-term impact may be limited
Session Packages: Bundles of multiple coaching sessions (often 5, 10, or 12) sold at a discounted rate
- Best for: Coaches of all experience levels with clients who are ready to commit to ongoing work
- Advantages: Encourages client commitment, provides more predictable income, and allows for deeper progress over multiple sessions
- Challenges: Upfront costs may deter some clients
Coaching Programs: Comprehensive offerings that are oriented toward a specific goal, typically structured over 6 or 12 weeks, with additional resources such as workbooks, videos, or group support
- Best for: Coaches with specific areas of expertise who enjoy creating structured programs
- Advantages: High perceived value, scalable for groups, and designed for transformative results
- Challenges: Requires significant upfront investment of coach’s time for planning and development
Ongoing Coaching: A subscription-style model where clients pay monthly or quarterly for regular coaching sessions and support
- Best for: Coaches focusing on long-term client relationships and consistent progress
- Advantages: Predictable income, fosters client accountability, and builds lasting relationships
- Challenges: Smaller potential client pool; requires clear boundaries and consistent scheduling to avoid burnout or overcommitting
Group Coaching: Facilitated coaching sessions with multiple participants, usually centered around a shared goal or theme
- Best for: Coaches who enjoy group dynamics and want to maximize their reach and impact
- Advantages: Cost-effective for clients, higher earning potential for the coach, and fosters sense of community
- Challenges: Requires skills managing group interactions to ensure value for all participants
Workshops and Seminars: One-time events focused on a specific topic, often used to attract new clients or supplement regular coaching income
- Best for: Coaches who enjoy teaching or public speaking and want to grow their audience
- Advantages: Showcases expertise, scalable to larger audiences, and serves as a lead generation tool
- Challenges: Requires marketing to fill seats, and may involve upfront costs for materials or venue

Choose payment structures that align your offerings with your strengths, goals, and your clients’ needs, while leaving room for flexibility and creativity. Start with one or two models that feel most natural to you, and refine them over time based on client feedback and your experiences as your business grows. Along the way, remember that health coaches are rewarded not just financially but also through referrals, positive reviews, and the deep satisfaction of making a meaningful difference in people’s lives.

Zooming Out: Health Coaching Career Outlook

As you prepare for a career in health coaching, it’s helpful to understand the broader job market you’re entering. Fortunately, the health coaching industry has been growing for years now, fueled by rising interest in holistic health and the growing recognition of preventative care’s importance.

While the US Bureau of Labor Statistics (BLS) has not tracked health coaching specifically, similar careers’ employment rates are all growing faster than average, including health education specialists (7% growth), dietitians and nutritionists (7% growth), and fitness instructors (14% growth). These predictions align with broader trends in healthcare toward wellness, behavior change, and personalized support—areas where health coaches shine.

Health Coach Salaries

The health coaching job market is diverse and evolving, resulting in a wide spectrum of earning potential. Factors like your niche, experience level, business model, and marketing efforts all play a role. Some coaches run full-time businesses, while others use coaching to supplement income from other careers. While estimates vary, the US Bureau of Labor Statistics lists the median salary for a “health education specialist,” which includes health coaches, as ~$63,000, though individual circumstances can lead to much higher or lower income.

Consider how these variables might affect your coaching income potential:

Expertise: Do you have additional relevant degrees or certifications?
Scalability: Are your services tailored to groups, do you focus on one-on-one coaching?
Experience: Are you just starting out, or have you built a foundation over the years?
Time commitment: Are you coaching full-time or part-time?
Adaptability: How quickly do you learn from setbacks and pivot to new strategies?
Marketing effort: Do you actively market your services or only put in the bare minimum?
Target niche: Is your niche or client population sustainable, with enough demand to support your goals?
Pricing: Are you confident in charging what your services are worth?
Networking: Are you leveraging your connections to find clients?

It’s important to approach a health coaching career with realistic expectations. While you might see stories of coaches earning six figures or hear claims that there are no health coaching jobs, reality lies somewhere in between. Success in this field, as in any career, takes time, persistence, and a willingness to adapt and learn—skills that many health coaches already embody.

As demand for preventive care and personalized health solutions continues to rise, health coaches are well-positioned to meet this need. Whether working directly with clients, partnering with healthcare providers, or leading wellness initiatives, opportunities are expanding. With patience and a strategic approach, a health coaching career can be both fulfilling and financially rewarding.

12 Tips: How New Health Coaches Can Succeed In Business

Starting your health coaching career is an exhilarating blend of possibilities and challenges. You’re stepping into a role that can profoundly impact people’s lives, guiding them toward healthier habits and helping them achieve their wellness goals. At the same time, you’re navigating the intricacies of building a successful practice—finding clients (or a job), marketing your services, and managing the financial side of things.

This section is designed to help you confidently tackle these early challenges and set a strong foundation for long-term success. While especially useful for entrepreneurial coaches, these tips offer insights for anyone looking to grow their impact and refine their skills. Whether you’re focused on networking, refining your professional presence, or overcoming self-doubt, these strategies will support your growth as you establish your place in the health coaching world.

Dedicate Time Each Week To Business Development: Block off regular time for critical tasks like crafting marketing strategies, creating social media content, applying for jobs, or reaching out to potential partners. Consistency is key to building momentum.
Leverage Your Personal Network: Spread the word among family, friends, colleagues, and past clients. Personal referrals—whether through social media or in-person conversations—are a powerful way to grow your client base.
Get Comfortable With Your Rates: Practice discussing your fees with a friend or fellow coach. Feeling confident about the value of your services will help you navigate pricing conversations with clients.
Create a Financial Safety Net: Budget for leaner months and save to ease any financial stress as you ramp up your business. If needed, consider part-time work or a flexible side job to give yourself more breathing room.
Maintain an Updated Professional Presence: Keep your LinkedIn profile and resume polished, showcasing your skills, certifications, and accomplishments. A professional-quality headshot adds a touch of credibility.
Build Relationships With Medical Professionals: Reach out to local doctors, nutritionists, and other health practitioners to create a referral network. Attend local events or send friendly email introductions to establish trust and open doors.
Take Advantage of Free and Low-Cost Marketing: Use resources like social media groups, community bulletin boards, and online directories to promote your services. Offering free wellness talks and participating in local events can also boost visibility.
Learn From Your Peers: Observe what other health coaches in your area or niche are doing. Identify any gaps in their services, adopt best practices that align with your goals, and find inspiration in their successes.
Choose Your Digital Presence Wisely: Decide if you’ll focus on a website, social media, or both. Websites allow for detailed content but require up-front work, while social media enables more frequent and direct engagement but with more ongoing content creation.
Be a Podcast Guest: Reach out to wellness-related podcasts and offer to share your expertise. This can expand your audience, boost credibility, and connect you with new clients.
Combat Imposter Syndrome: Remember that on top of your health coach certification, you have a passion for and dedication to helping others. Keep a journal of your achievements and positive client feedback to reinforce your confidence.
Prepare For The Journey: Building a career takes time and persistence. Celebrate your wins, learn from setbacks, and don’t hesitate to ask for help when you need it. Stay connected to your purpose to keep motivation high.

Success in the business of health coaching is both a personal and professional endeavor shaped by continuous learning, persistence, and connection. These tips offer a solid starting point, but the ultimate measure of success lies in the impact you make in your clients’ lives.

Health coaching combines a passion for wellness with a meaningful career that drives positive change, making it uniquely fulfilling. While every coach’s path will look different, the journey is one of growth, connection, and lasting impact.

Looking for even more inspiration and ideas? Check out 26 Career Opportunities for Health Coaches.

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