The coaching business is brutal, especially for new coaches.

And the way that many people offer coaching creates bad incentives.

The very best coaches are so effective that their clients resolve their immediate pain in a matter of just a few sessions.

This leaves the coach constantly grinding for new clients, overworked, and underpaid.

Wouldn’t you love to have high-paying clients that work with you for 6 months to 3 years?

On the other hand, some coaches get too busy too quickly. They may have lots of clients on long-term programs but struggle to get their clients measurable results fast enough or to sustain results over time.

This can create a sense of despair and trigger imposter syndrome in the coach. "How can I make more money ethically and maintain recurring revenue from repeat clients while still delivering sustainable success?"

Many coaches are charging as little as $50 per hour, but an effective and profitable coach should be charging anywhere from $200 to $500 per hour, delivering rapid results.

My profitable coaching system, True North Coaching, solves those problems.

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Perhaps you are a new coach and you just booked your first client, and you're wondering, "What do I do next?"

You already know your area of expertise, but how can you use that wisdom to make a profitable business?

Whether you book your client for a single session or a 20-session package, you don't need a plan; you need a system.

You need a repeatable coaching system that you can follow to quickly and efficiently build out your specific knowledge offering, solve your clients immediate problems, and help move them onto the next stage of their journey, which includes the opportunity to receive even more help from you.

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When I started coaching, I was charging next to nothing for sessions. All I wanted to do was help people as quickly and effectively as possible.

What I didn't realize is that most people only ask for help when the pain and discomfort of their current lives are too great for them to bear. And often, they are seeking temporary pain relief, not necessarily the long-term solutions that they need.

As soon as the client felt a bit better, after 2 or 3 sessions, I wouldn't hear back from them again for months. Then they would return, their pain manifesting in a new problem.

Bad coaching and therapy are like drugs that anesthetize people so that they don't feel pain, and I didn't want to be a "drug dealer" selling cheap fixes.

I kept notes from each session, interviewed other coaches and therapists, read books, and asked my clients probing questions. How could I teach them to solve their problems so that they don't resurface in some new way every 3 to 6 months?

And with a new baby on the way, I also had to find a way to earn a lot more money with each client.

Over the last decade, what I discovered has evolved into The True North Profitable Coaching System.

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The first thing I realized was that most people offering competing services were far better at marketing than they were at helping people. Their decisions maximized profit at the cost of everything else.

"Help them just enough to keep them coming back. Don't help them too much, or you will lose a client." As one coach explained it to me.

That attitude made me sick. Sure, I wanted to make more money coaching, but only if I could do it ethically.

I decided to focus on improving the service I deliver and let my marketing be organic and simple. A few Tweets, a few Facebook posts, a handful of YouTube videos, and a lot of word of mouth.

This forced me to master my craft, make strategic networks, and, more importantly, systematize what I do with clients.

Still, I was overworked and underpaid, like almost every other coach.

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But my coaching system gave me the answer, and it required me to reprogram how I thought about client relationships. If most people only ask for help when the pain and discomfort of their current lives are too great for them to bear, then I had to capitalize on that moment to get them to commit to making lasting changes in how they thought and lived. And that takes time. I needed to get them to commit to longer periods of sustained effort.

It also meant that I had to help the client change their relationship with discomfort and their emotions. They NEEDED their uncomfortable emotions to motivate them to change and I had to let them feel as much of it as they could handle.

Now I only work with clients on 3- to 12-month high-value contracts. They make big commitments to get big results. Together, we work my coach system, and it makes lasting changes in their lives.

In the end, the issues that they faced before working with me get resolved, and the client is ready for new challenges and a new coaching contract.

Yes, I charge more than the people I compete against. My typical client cares more about investing in results than saving a few dollars (or euros).

3 years at $200/month vs. 3 months at $2000/month

This is the only way to charge the big money for personal coaching, and to do it with the certainty you can actually deliver results.

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"Why should I pay for training?"

Is your coaching currently a side hustle or a passion project? Would you like it to be more?

If you want to start a high-value, high-success, high-income coaching practice, you need a system.

You could spend the next few years overworking and underpaid, experimenting until you develop a coaching system that works for you. Or you could bypass all that and start getting predictable, consistent, positive, and profitable results for your clients now.

No matter what you do, it's going to take time, money, or both. Now think of how much more money you could make if you were "there" in just a few months. Imagine how much farther ahead you will be.

"Why teach coaches? Why not do it yourself?"

"Do you teach coaches because you can't coach yourself?"

The systems and skills that I teach coaches are the same ones I use in my own coaching practice. Because of the time commitment it takes for each client, I can only take on 2 or 3 new 1-to-1 clients per month.

The reason I started coaching was to help people, yet there are far more people who need help than I could ever coach on my own. So I need to bring in other coaches to share the load.

When other coaches see what I'm doing—speaking with my clients, reading my books, watching my videos, etc.—they ask, "How do you get these results? How can I get the same results?"

And a lot of part-time coaches ask me, "How can I build a successful and profitable coaching business?"

Teaching other people to coach effectively and profitably fulfills my deeper desire to help even more people. I'm doing this because I want to, because I'm good at it, and because I want other coaches to succeed and maybe even surpass me.

There will always be more clients than time, no matter how many coaches I teach.

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The thing is, I will not teach just anyone how to be a coach. I don't want to produce coaches that waste people's money and time while giving them emotional quaaludes.

The only reason I will accept teaching you is if I believe in your mission. There are more people needing help than I can ever coach alone. If you are one of the rare people who can help me help them, I'll show you how to make money doing it.

The minimum qualifications to book a Coaching for Coaches discovery call with me are that you must have:

Demonstrated success in some area of life.

Have a strong desire to help people (your mission).

Be willing to do the work necessary to build your practice.

Be willing to invest €15,000–€25,000 in setting up your coaching practice.

Be the sole decision-maker over spending.

If this describes you, then book a 30-minute interview with me.

Book a free 30-minute consultation.

Now that you know the price, you may be ready for an absolute. "Yes, I need this!" But I'm not going to let you buy a package immediately. I need to vet you to make sure that you are an ethical coach of integrity who is ready for the commitment needed to use the True North Coaching System.

I am keen to avoid making the world a worse place by training someone who has integrity issues to then end up even more effective at manipulating people who need help. Therefore, I need to interview you so that when you're done, I can be proud to say that you're one of my trained coaches.

Now that you have gotten this far, it's time that we meet. Book a free 30-minute consultation so that I can ensure that I can qualify you for my True North Coaching System for Coaches program.