Do you need a niche?

Does Every Coach Need a Niche?

Not all coaches need to niche down. The need for a specific target market often depends on individual goals and circumstances. For example, if you are the only coach offering a particular service in your area (like powerlifting coaching), you may not need to deliberately focus on a specific demographic—your location and specialty may be specific enough that it only attracts a particular kind of client. Similarly, if you work at a gym and serve a wide variety of clients, your niche might naturally form as you build your coaching skills, refine your approach, and see what types of clients tend to gravitate to you.

Key Questions to Determine If You Need a Niche

CJ suggests three critical questions to help determine whether niching down is necessary:

Am I being compared at the moment of sale?
If you offer a service that is easily compared to others, such as generic fitness coaching, a niche could help you stand out. If you are working with a small community and building personal relationships (e.g., local gyms), your niche may not be as crucial. If you are marketing your services as a contractor to a large gym, consider whether they are looking for a generalist or specialty coach for the position.

Do I have a solution up and down the chain?
A successful niche involves offering specialized solutions that cater to a specific problem. For instance, a powerlifting gym with all the necessary equipment for competitors provides a complete solution for those looking to train in that sport. Simply labeling yourself as a powerlifting coach without offering a tailored environment and programming doesn’t solve a specific problem.

Does serving a broad audience dilute my mission?
If you feel a strong personal connection to a specific group, such as working with military personnel or high school athletes, focusing on that group might be more fulfilling. Taking on clients outside your passion area could detract from the mission you are truly dedicated to.

Start Without a Niche

For many novice coaches, trying to force a niche too early can limit growth. Many coaches naturally discover their niche over time as they work with diverse clients. It’s about listening to their needs and adjusting your services accordingly.

Building Your Coaching Brand

Rather than worrying about having a perfect niche from the start, CJ suggests that new coaches focus on building their personal brand. Authentic content creation and community engagement will allow your niche to emerge organically. As your coaching style evolves and you refine your approach, you will begin to attract the audience that aligns with your values and expertise.

While niching down can be a powerful marketing tool, it is not essential for every coach. Many successful coaches find their niche as they gain experience and deepen their commitment to specific problems they enjoy solving. For those just starting out, focus on learning your craft and engaging with a variety of clients. Trust that the right path will unfold as your coaching style, expertise, and value develops.