The Future of Health Coaching Is…

by Daniel J. Green 
on January 12, 2024 

In a recent conversation with the Dr. Sears Wellness Institute, Cedric X. Bryant, PhD, FACSM, Chief Science Officer and President of the American Council on Exercise, explained that he believes health coaching is the next frontier for affecting significant, important change as it relates to public health. “At its core,” Dr. Bryant says, “health coaching is a personalized, collaborative approach to helping individuals lead healthier, better lives.”

The following is a speculative look at where health coaching may be headed.

The Future of Health Coaching Is…

…Bright

Dr. Bryant points to market research data to demonstrate just how bright the future is for health coaching:

• The health coach market size in 2021 was $14.5 billion and is expected to grow to $26.0 billion by 2030, with an annual increase of nearly 7%.
• At least 45,000 health coaching degrees and certifications are awarded each year.
• Approximately 78% of people say wellness is more important now than ever before.

As the general public’s understanding of how health coaches can help them pursue health and wellness goals expands, the profession is enjoying strong momentum that will continue well into the future. It’s not necessarily that the need for health coaching is growing, but that people are becoming increasingly aware that a more encompassing approach like that offered by health coaches will position them to be successful over the long run.

…Better Defined

Janine Stichter, PhD, is the co-creator of the Healthy Behavior Institute, an educational platform for health coaches, personal trainers and anyone in the fitness and health space who wants to learn about how to use behavior psychology and behavior science to close the information/implementation gap. Dr. Stichter and her colleague Scott Schutte believe that the health coaching discipline needs to be better defined so that consumers know exactly what to expect when working with a specific professional. “The term ‘health coach’ is a very broad umbrella,” Dr. Stichter argues, which can confuse the consumer and doesn’t specify the expertise of the professional.

Will “health coaching” be the term we land on, Schutte wonders, and will there be “specialties” within that umbrella? He points to other terms currently in use, such as behavior-change coaching, habit coaching and weight-loss coaching, and urges all coaches to clarify the types of services they offer and understand how they can collaborate with others to best serve their clients.

Couple all of this with the fact that exercise professionals are increasingly using behavior-change strategies with their clients and you have a recipe for potential confusion. What’s the difference between a personal trainer who is also a behavior-change specialist and a certified health coach? What are the differentiators between habit coaching and weight-loss coaching?

These are questions that the industry needs to be able to answer with confidence and clarity.

…More Accessible

Marina Borukhovich is CEO and founder of YourCoach, the goal of which is to allow everyone to have access to health coaching. The COVID-19 pandemic made many people realize they need help when it came to health and wellness and they became more open to seeking out that support. Health coaching, Borukhovich explains, is for everybody.

Dr. Bryant agrees, saying, “I can’t think of a single person who wouldn’t benefit from some type of health coaching and lifestyle behavior-change support.”

Online health coaching is a vital element of accessibility. If someone is intimidated by the gym or has health and wellness goals that are unrelated to physical activity, online health coaching may be exactly what they need.

The virtual space offers limitless possibilities in terms of reaching new people and expanding your business, says Borukhovich. Just as health coaches have become more comfortable working and meeting over Zoom or other online platforms, so has everyone else. Face-to-face interaction is no longer needed for the client to know there is a real person on the other end who cares about their health and wellness and has the expertise to help them reach their goals.

In the future, health coaches and fitness facilities will continue to take advantage of technology to expand their reach and attain new clients who they might never have had access to before.

…More Collaborative

Dr. Bryant speculates that health coaches will serve a more integrated role in the healthcare system in the near future, which is something personal trainers and other exercise professionals have been seeking for decades. “Health coaching is the discipline that will help bridge that gap and serve as that critical link,” he says.

Instead of each type of professional practicing in their silos, Dr. Stichter anticipates a future where we’re creating networks and support among health coaches, medical facilities, physical therapists, primary care physicians and community wellness programs, so that health coaches are part of an integrated team working collaboratively to deliver optimal care and help clients improve their health and wellness and reach their goals.

So, how might health coaches start making those connections and turn that vision into a reality? Dr. Stichter suggests health coaches use the same skills they use to build connections with a client to build a network of like-minded professionals. If a client has a healthcare team, whether that includes a physical therapist, cardiologist, registered dietitian or other specialists, reach out to them (with permission, of course). Let them know that you have the skills to help turn their guidelines into action.

There is also room for collaboration within the fitness industry, with health coaches referring out to exercise professionals when clients have exercise-related goals that need additional support, and personal trainers and group fitness instructors referring to health coaches when clients or class participants express an interest in pursuing a goal that falls outside the exercise professional’s area of expertise.

The bottom line here is that health coaching, along with the entire fitness industry and healthcare system, will be working collaboratively to optimize their services and maximize results for their patients/clients.

No matter where health coaching is headed in the future, we must never lose sight of the individualized approach. Whether coaching is in-person, over Zoom or through some yet-to-be-invented medium, health coaches must meet each client where they are and determine the best way to empower them to succeed—no matter what success looks like to them. And that will never change.

Daniel J. Green is ACE Senior Project Manager and Editor for Publications and Content Development. In addition to his work with organizations including the International Association of Fire Fighters and Agriculture Future of America, Green writes an ongoing blog series covering lifestyle change for NBCbetter.com. He has also written feature articles for local publications in Western North Carolina (WNC), including WNC Parent and WNC Magazine.