Building a Sustainable Business as a Life Coach

Written By Shirin Eskandani
 

This is what I know to be 100% true when it comes to coaches- both aspiring and experienced- they are doing this work because they want to be of service.  They want to make an impact.

But there’s also another reason why many folks are called to become a coach- they are hoping to have a career where they can thrive.  A career where they can work anywhere in the world, set their own hours and make a good income.

Sounds pretty amazing, right?  And this absolutely is possible as a coach. 

Over my decade-long career, I have been able to build a thriving business where I get to do work that I love and live a life that I love.  

This is truly what I appreciate most about coaching, it’s a career in which I not only get to serve others but it’s one that serves me as well.

However, the internet (especially social media) can be a bit misleading when it comes to building a coach practice.  Some people will have you believe that you can be making 7 to 8-figures overnight.  While this is most definitely possible, it’s not what every coach's experience will be like and it’s also perhaps not what every coach wants. 

The question of, “How can I make an income as a life coach?” or “Will I make money as a life coach?”  is an important one and it’s one that all coaches grapple with.  You can and will make money as a coach but it will probably take a little more time and patience than what a lot of folks on the internet are saying.  That doesn’t mean you’re doing it wrong, it just means you’re building something intentional.  Something sustainable.

What we teach and value at The Wholehearted Coaching Certification is what we call Decolonized or Sustainable Entrepreneurship.  This is entrepreneurship that allows you to thrive financially, emotionally, physically and mentally.  It’s entrepreneurship without all the hustle, burnout and sacrifice.

Because what’s the point of pursuing your dream career if it doesn’t feel like a dream?

So let’s break down how we can build a sustainable coaching business.  Here’s what we’ll look at in this post:

  • The myth of the 7-8 figure coach

  • What Decolonized/Sustainable Entrepreneurship is

  • The 4 Pillars of Sustainable Entrepreneurship 

The Myth of the 7-8 Figure Coach

This might sound obvious, but one of the things that caught me off guard when I graduated from my coaching certification and started coaching was the realization that I was now a business owner. I became a coach because I wanted to coach. I loved working with people, making an impact, and being of service. I imagined my days filled with client interactions and life-changing sessions.

However, I soon realized that to connect with people, make an impact, and change lives, I needed to figure out how to run a business. How could I reach clients if I wasn't networking and marketing? How could I manage my practice without contracts and bookkeeping systems? It became clear that a thriving coaching practice required me to embrace my role as a business owner fully.

But how was I to do that?  I had no experience running a business.  I knew I needed help.  So, I scoured the internet, listened to podcasts, read books, and followed every business influencer on social media.  And I (not so surprisingly) found myself in the 6-figure scalable business rabbit hole.  (*disclaimer: this rabbit hole is now positioned as 7-8 figures in today's social media🫠)

I started believing that a successful business was one where you easily made 6-figures, had 100s of clients at a time, and had a product that you could scale (I'm still not entirely sure what that means).  Thinking this was the only way to succeed I started making lots of unaligned decisions in my business.  I spent money I didn’t have.  I worked with people who were full of empty promises.  I overworked myself to the point of exhaustion.

And then one day I realized that I was building a business based on someone else's definition of success.  A definition that was making me miserable.  A definition that didn't actually align with my values and beliefs.  

What I have come to understand is that as an entrepreneur, you need to create your own metrics of success.  Because if you don't, you'll start believing that success means making 7-8 figures or working with 1000s of folks at a time.  And listen, to some, this is success.  But this isn’t the only way to be successful in business.

Truth is, so many successful coaches out there have never made 7 figures or worked with more than a 100 clients or so.   But they have created a sustainable business.

It is a business founded on ethics and integrity.  One in which their clients feel respected and find value in the work.  One in which they make a good income that allows them to take care of themselves and their community. 

When it comes down to it, a successful business is one in which you can thrive.  It’s one in which you can do the work you love, work with people you love and do the things you love.  
And that doesn’t require you to make massive revenues or work with 1000s of clients each year.

Today, I am so incredibly proud of my business.  I work with amazing people.  I make enough money to travel the world, invest in myself and hire people I believe in.  I take time off.  I don't work to the point of exhaustion.  My business truly allows me to thrive and that's because I am rooted in what is most important to me.

Decolonized/ Sustainable Entrepreneurship

Let’s be honest,  most of us have not seen many examples of healthy entrepreneurship.  What we often see is burnout, hustle and lots of sacrifice.   Not very sustainable, right?

Many folks who become coaches have spent many years in toxic work environments.  Environments where they have been overworked, underappreciated, and undervalued.  No one starts their own business to work 24/7.  In fact, one of the things that probably attracted you to this work is that you get to be your own boss.  You get to set the hours, the pay, the vacation time, etc. 

But unfortunately, what I see so often with new coaches is that they unconsciously recreate the toxic work environments they once resented in their own businesses.  They overwork themselves.  They undervalue themselves.  They underpay themselves.  And they don’t realize they are doing this because this way of working is so normalized in our culture.  We are made to believe that work is supposed to be hard.

Decolonized or Sustainable Entrepreneurship is the antidote to the hustle culture in which we have been socialized.  One thing we must realize as business owners is that our business is only as healthy as we are.   

I don’t care how much money you are making.  If you cannot thrive running your business then your business cannot exist… not in the long term.  And that is not what I want for any of us. 

So let’s explore some of the pillars of Decolonized/ Sustainable Entrepreneurship.  They include:

  • Your Definition of Success

  • Know your Values

  • Set and Maintain Boundaries

  • Think Long Term


Define What Success Means to You

The first key to sustainable entrepreneurship is defining what success means to you personally. Initially, I was chasing someone else's version of success, which often meant scaling up, acquiring lots of clients, and aiming for six or seven-figure earnings. But I soon realized that this didn't resonate with me.

For me, success meant having the flexibility to travel, take time off, and work from anywhere in the world. It involved investing in people I believed in and building a team that reflected my values and supported my vision. It wasn't about having a massive client base; it was about working with a small, dedicated group of clients who valued my services and wanted to continue working with me over the long term.

Creating a five-year future vision helped me get clear on what success looked like. I focused on how it felt to run my business, the people around me, and the impact I wanted to make. Over time, this clarity allowed me to build a business that I love and that feels sustainable and fulfilling.

Here’s a practice to try:
Envision your dream business in the future. Focus on what you are doing, who you are working with and most importantly, how it feels. This will help you get clear on what is actually important to you when it comes to your coaching business. 

Know Your Values and Let Them Guide Your Business

The second key to sustainable entrepreneurship is knowing your values and letting them guide your business. Your values are the foundation of what you stand for and how you operate. They influence everything from your marketing strategies to how you interact with clients.

In my practice, values like liberation, connection, and community are paramount. These values are reflected in everything I do, from the content I share on social media to the way I structure my coaching programs.  This approach not only attracts clients who are a perfect match but also ensures that the work I do feels meaningful and aligned with my beliefs. It shifts the focus from scarcity and fear-based marketing to building genuine connections and trust.

Here’s a practice to try:
What are 3-5 values you would want your business to embody?  Write out three tangible ways that you could honor those values in your business.


Unsure if being a life coach is the path for you?

  • Free Coaching Workshop: If you want to learn more about coaching and what a coach actually does, make sure to check out our free coaching workshop where we discuss all the ins and outs of being a coach.   

  • What’s possible as a coach: If you want to find out what’s possible as a certified Wholehearted Coach, check out what our coaches have to say about the Wholehearted Coaching Certification.  

Set and Maintain Boundaries

One of the biggest mistakes I see new entrepreneurs make, and one I made myself, is not setting boundaries from the start. It's easy to think that boundaries can wait until you've reached a certain level of success, but this mindset can lead to burnout and resentment.

From day one, it's crucial to establish clear office hours, adhere to session times, and have policies for cancellations and late arrivals. Take regular breaks, give yourself vacation time, and avoid overloading your schedule. For instance, I decided to take the third week of every month off, which initially felt selfish, but it turned out to be one of the best decisions for my well-being and the health of my business.

Boundaries are essential for maintaining your mental, emotional, and physical health. They help you provide the best service to your clients without sacrificing your own well-being. Remember, your business is only as healthy as you are.

Here’s a practice to try:
Name 3 boundaries that you will set from the beginning of your coaching practice. 

Think Long-Term: The Seven Generations Principle

The final key to sustainable entrepreneurship is adopting a long-term perspective. Inspired the seven generations principle of the Haudenosaunee, I began to consider the impact of my business decisions not just on my immediate future but on future generations.

This principle encourages us to think beyond the present moment and consider how our actions affect those who came before us and those who will come after us. It’s about creating a legacy and being a good ancestor. By thinking in terms of generations, I focus on building a business that is not only successful today but will continue to make a positive impact long into the future.

This approach shifted my focus from short-term gains to long-term sustainability. It’s not just about making money now but about creating a business that contributes to the well-being of my community and future generations.

Here’s a practice to try:
What would you like people to say when they talk about your business in the future?

Of course, alongside these pillars in The Wholehearted Coaching Certification, we also teach our coaches how to structure pricing, create budgets, and write legal frameworks that will protect them.  All of these elements contribute to creating a sustainable and thriving business.  

Slow, Steady and Consistent 

Something we remind all our coaches is to keep their eyes on their own journey and what feels good to them.  The business side of things can often make us fall out of alignment.  Which is okay, it happens to the best of us. Know your values and know what is most important to you, and remind them often to yourself!

Want to learn more about Decolonized  Entrepreneurship?

Free Coaching Workshop: If you want to explore more about what it means to be a decolonized coach and have a decolonized coaching practice, check out our free coaching workshop, Life Coaching 101.  We will break down the pillars of decolonized coaching and so much more!

Check out these podcast episodes:
Decolonizing Entrepreneurship.

Or, check out my podcast episode on Emily Anne Brant’s Soul’s Way podcast.


Ready to become a life coach?

The Wholehearted Coaching Certification is a holistic life coaching certification that teaches you foundational coaching skills from a decolonized perspective. Our mission is to make coaching a more diverse, safe, and inclusive space by fostering a new generation of coaches who prioritize healing, transformation, and liberation for all.

 
 
Shirin Eskandani
Next

Do You Need to Be Certified to Be a Coach?