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The Coaching and Consulting Industry is Broken But There is Still Hope

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Hi There,

Let me start by saying that these are two of my favorite industries. We have more access to brilliant minds and practices than ever before. And we have amazing established and improving systems for teaching, sharing information, and implementing transformation in the lives of others.

What’s great and terrible about the industry is that anyone can be a coach or consultant. It’s very accessible, which I love. But the market is flooded with a spectrum of intentions and varying levels of experience.

There are plenty of people making money coaching but, more often then not, most money is consolidated to the biggest names with the most visibility.

And there are many people making money as a “coach of coaches” promising to show you how to make money as a coach. Buyer beware! The truth is coaching is a hard business to establish yourself in, especially if you don’t have a clear message and an established personal brand.

The other problem is that there are an array of “certifications” you can sign up for but you may end up shelling out thousands of dollars with no promise of a business afterwards. That’s just the cost of entry.

And then you have experienced professionals from different industries trying to do coaching and consulting in between jobs or as a big career pivot (yes I fall into that last category myself).

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I remember when I still worked in corporate if you saw a former colleague switch their LinkedIn Profile to say “consulting”, it meant they were between jobs and looking for work. It was not a badge of honor.

Of course, there are areas of real credibility in the industry as well.

Who Are the Larger Players in the Coaching Industry?

We have massive established consulting firms like McKinsey, Deloitte, and Boston Consulting Group that are recognized thought leaders and business builders. There are respected coaching businesses like Vistage, Tony Robbins Coaching, Marshall Goldsmith Coaching, and John Maxwell Leadership. And there are helpful coaching industry associations like the International Coaching Federation, The International Association of Coaching, and consulting industry associations like the Society of Professional Consultants, and the Institute of Management Consultants.

But the industry is still bigger than that covering so many categories of knowledge. In the health and wellness space, you have the National Board for Health and Wellness Coaching. In the financial space, you have the Association for Financial Counseling & Planning Education® (AFCPE®). These are just a couple examples but there are many more.

How Big is the Coaching Industry?

It’s hard to say exactly. The biggest slice are people who consider themselves freelancers doing skilled services.

The coaching and consulting industry has seen tremendous growth over the past decade. With millions of professionals offering services to help individuals and businesses thrive, the sector has become an essential part of professional development and organizational strategy. Whether it’s life coaching, business consulting, executive coaching, or niche industry consulting, there’s no shortage of experts available for hire.

However, despite its growth, the industry is facing significant issues. For many clients, the promise of transformation or business growth fails to materialize. And for coaches and consultants themselves, sustaining a profitable business often proves far more difficult than expected. Beneath the surface, the coaching and consulting industry is broken, and here’s why.

The Truth About the Coaching and Consulting Industry 😠

1. Low Barriers to Entry and Lack of Standards

One of the biggest problems in the coaching and consulting industry is the low barrier to entry. While there are some certifications and training programs available, anyone can label themselves a coach or consultant with little to no formal qualifications. This leads to a flood of inexperienced or unqualified individuals offering services, which dilutes the overall quality of the industry.

In many cases, clients invest significant time and money in coaches or consultants who do not have the depth of knowledge, experience, or skills necessary to deliver on their promises. Without clear standards, clients are left to sort through a sea of self-proclaimed experts, hoping they’ve chosen someone capable of delivering real value.

2. Overpromising and Under-delivering

Coaches and consultants often market their services with grand promises of transformation, business growth, or personal success. While some of these claims are valid, many are exaggerated or unrealistic. This leads to disillusionment for clients who expect quick, dramatic results but find themselves stuck in long-term, expensive engagements with little to show for it.

In the rush to attract clients, many in the industry focus on flashy marketing tactics rather than building sustainable, results-driven practices. This “overpromise and under-deliver” cycle damages the credibility of the entire industry, making it harder for truly skilled professionals to build trust with potential clients.

3. Lack of Measurable Results

One of the core challenges in coaching and consulting is the difficulty in measuring tangible outcomes. Many services in this space are based on intangible concepts like personal growth, mindset shifts, or leadership development. While these areas are important, the lack of concrete metrics makes it hard for clients to assess whether they’ve received value for their investment.

In business consulting, the problem is slightly different. While consultants often provide strategies and insights, it’s difficult to determine if the consultant’s work directly led to business improvements or if external factors were responsible for any success. This lack of clear, measurable results leaves clients questioning the ROI of their investment.

4. One-size-fits-all Approaches

Another issue plaguing the coaching and consulting industry is the prevalence of one-size-fits-all methodologies. Many coaches and consultants package their services into predefined programs or frameworks that are marketed as universal solutions. However, every client — whether an individual or a business — has unique needs, challenges, and circumstances.

When coaches and consultants push rigid frameworks without tailoring them to the specific context of the client, they fail to address the root of the problem. As a result, clients may complete programs or engagements without feeling like they’ve gained any lasting insight or benefit.

5. Marketing Over Substance

The rise of social media and digital marketing has led to a shift in the industry where visibility often trumps expertise. Many successful coaches and consultants invest heavily in personal branding, social media presence, and content creation to attract clients.

While marketing is essential for any business, the emphasis on building a brand has sometimes overshadowed the actual substance of the work being delivered.

Clients are often attracted to coaches or consultants with large followings or glossy marketing materials, assuming that their popularity equals quality. Unfortunately, this isn’t always the case. This trend can leave truly skilled professionals, who may not prioritize flashy marketing, struggling to compete.

6. Expensive and Prolonged Engagements

A common criticism of the coaching and consulting industry is the high cost of services. While some level of investment is to be expected, many coaches and consultants lock clients into long-term engagements or high-ticket programs that may not deliver proportional value. Clients are often encouraged to sign up for 6-month or year-long programs, with the promise that true transformation takes time.

While it’s true that lasting change does require commitment, the problem arises when these prolonged engagements become a drain on the client’s resources without clear progress. This creates frustration and can sour clients on the idea of seeking external help in the future.

Some Hope for the Coaching and Consulting Industry 😀

Despite these challenges, the coaching and consulting industry holds immense potential for positive impact. Here are a few ideas to help fix the broken aspects of the industry:

1. Establish Clear Standards and Accreditation

To elevate the industry’s credibility, it’s essential to implement higher standards for entry. Establishing recognized accreditation programs or formal certification processes for both coaches and consultants can help differentiate skilled professionals from those without the necessary expertise. This would also give clients more confidence in the services they are investing in.

2. Focus on Client-Centered, Custom Solutions

Rather than pushing one-size-fits-all frameworks, coaches and consultants need to focus on delivering tailored, client-centered solutions. This means taking the time to understand each client’s unique needs and challenges, then designing personalized strategies that are aligned with their goals. Customized solutions lead to better outcomes and higher client satisfaction.

3. Transparency in Promises and Results

Coaches and consultants should practice transparency when it comes to promises and potential results. Being honest about what can realistically be achieved in a given timeframe will build trust with clients and set the stage for more sustainable engagements. Additionally, implementing clear ways to track and measure progress — even for intangible outcomes — will help clients understand the value of the service.

4. Prioritize Results Over Marketing

While personal branding and marketing are necessary to grow a business, coaches and consultants should prioritize the quality of their work over how they present themselves online. Clients are ultimately looking for results, and focusing on delivering meaningful outcomes will lead to better client retention and word-of-mouth referrals. Building a reputation based on substance rather than flash will lead to long-term success.

5. Flexible Pricing and Engagement Models

The industry needs more flexible pricing and engagement models to meet a wider range of client needs. Not every client requires a 6-month program or expensive retainer. Offering shorter, more affordable options — such as one-off strategy sessions, workshops, or on-demand consulting — can attract clients who need help but can’t commit to prolonged engagements.

Wrap Up

The coaching and consulting industry has incredible potential to create value for individuals and businesses, but it’s currently hindered by a range of issues including low standards, overpromising, and a lack of measurable outcomes. By raising the bar for entry, focusing on client-centered solutions, and building credibility through transparency, the industry can shift toward a model that benefits both professionals and clients alike.

The industry won’t change overnight. Until it gets better, coaches and consultants can focus on a few key priorities:

  1. Make sure they are testing their solutions and building a body of proof that supports their reputation. Your results are your resume.
  2. Get better at their craft. Continue to deepen their experience and expertise in their industry of knowledge and at the practice of consulting and coaching.
  3. Build their personal brand and shine a light on it. It’s not easy to get found as a coach or consultant, but the more work they put into building relationships, establishing trust, and creating value for others, the easier it will be to find customers and grow a business they can be proud of.

😝Thanks for reading! Do you have any questions you’d like answered? Email me at brandon@brandsonbrands.com and let me know!

Talk soon,

Brandon Birkmeyer

Personal Branding Coach, Bestselling author of Front & Center Leadership​