Why AI is killing the coaching industry

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Why AI Is Killing The Coaching Industry (+ what to do)

If you’re still running your coaching business like it’s 2020, you're doomed to fail.

The game has changed.

When clients hire a coach, they’re looking for an expert.

Someone who can give feedback, answer questions, and map out a plan.

Someone who knows what works and has the experience to back it up.

But here’s the problem: AI now covers most of that.

It has the data. It has the speed.

And it doesn’t get tired, busy, or overwhelmed.

AI has made a huge part of traditional coaching feel replaceable. (feel is the keyword here)

Coaching Is Not the Same as Done-For-You Services

Service providers still deliver something clients can’t or won’t do themselves.

They write the copy, run the ads, or build the site.

That kind of work will always be in demand.

Even if AI can do some of it, clients still pay for the outcome.

They want it off their plate.

Coaching works differently.

You’re not delivering a thing. You’re delivering:

• A custom plan

• Accountability

• Feedback and support along the way

And now, AI does that too (to a good extent). It gives answers. It builds plans. It responds instantly.

This is where the coaching model starts to break down.

What’s Actually Changing

AI shifts what clients expect and what they’re willing to pay for.

They used to pay for access to your brain.

Now they can ask ChatGPT the same questions and get answers on demand.

That doesn’t make coaching irrelevant.

But it does force it to evolve.

If your offer is still based on knowledge and support, you're getting squeezed.

Where Coaching Still Wins

There’s still a clear role for coaches who adapt.

Here’s what clients can’t get from AI:

• Real human connection.

  Clients want to feel seen. They want someone to check in and guide them. That only works when it’s personal/human-based.

• Custom tools and systems.

  AI gives ideas. You give implementation. The coaches who win will package assets, processes, and frameworks that clients can plug in and use.

• Accountability that works.

  AI can remind clients what to do. You can get them to actually do it. That’s not going away.

These are your leverage points.

How to Shift Your Coaching Business

This is the reason I started this newsletter.

To help coaches, freelancers, and agencies stay ahead of the AI wave instead of reacting to it.

Start here:

1. Use AI Inside Your Business

You’ve seen this in past issues and on the channel. We cover how to:

• Automate lead gen with AI-powered outreach

• Support clients using a CustomGPT trained on your own material

• Streamline delivery using tools like n8n

The tools exist. You just need to plug them in.

2. Add AI to Your Offer

Don’t hide from the shift. Make it a selling point.

Show clients how you’re using AI to get them results faster, with more depth, and more support.

You’re not just a coach. You’re a coach who uses the best tools available.

That’s what makes you worth the price.

AI isn’t a threat if you learn how to use it.

It will replace “entry level coaches”.

This newsletter is here to help you do that.

Let me know when you’re ready to take the next step.