Making a business out of coaching

Introduction

If you’ve ever finished a coaching session buzzing with energy and thought, I could do this full time, you’re not alone. Coaching can be more than a passion project – it can be a viable, flexible, and rewarding business.

But it’s not just about what you do on court. To make it work as a business, you need a solid plan, smart branding, and a deep understanding of people. Here are five key areas to focus on if you want to turn coaching into a career – or level up what you’re already doing.

1. Understand your value

Every good business starts with knowing you why and your who.

Why do you coach? What's your mission? Are you trying to grow the game? Help kids fall in love with sport? Create a social space for adults to stay active? Be clear on what drives you and the value you bring – then shape your offering around it.

Who are you for? Be honest. Is it juniors? Beginners? Competitive players? Parents with hectic schedules? Build your sessions, prices, and communication around their needs.

The clearer your niche, the easier it is to build a brand and attract clients. Too many coaches try to be everything to everyone – and end up burned out and underbooked.

Tip: Don't overlook quieter or niche groups - women returning to sport, familiaies, beginners, or over-50s. Squash 57 is a brilliant way to diversify and fill gaps in the market. Work out what will work your area.

Key actions:

• Define your core offer (what exactly do people get from you?)
• Nail your value proposition (why you?)
• Map out your client types (juniors, parents, schools, women etc).

2. Structure first, hustle second

A lot of coaching businesses struggle because they chase income before building the foundations. Here are some essentials to get sorted early on

• Business structure: Register as a sole trader or limited company. Know your legal responsibilities.
• Safeguarding and liability: DBS, first aid, risk assessments, safeguarding training - make sure everything is current so you're insured through our Coaches' Club membership, or your own personal insurance.
• Terms and cancellations: It's great to be flexible, but no-shows cost money. Protect your time with a clear policy that you can apply consistently.
• Admin tools: Use platforms like Spond, Stripe, Calendly or TeamUp to manage bookings and payments. Stop chasing invoices and DMS and spend time on court!

If you really want to make coaching a business, you have to think like a business owner!

3. Get the numbers right

Like it or not, coaching is a numbers game.

• Volume matters: One-to-one sessions have value, but group coaching is more efficient. Maximise your group offers - make them fun, inclusive, and social.
• Retention is key: Aim to keep people coming back. Use taster sessions, followed by 6-8 week blocks.
• Track everything: Income, expenses, travel time, prep time. Your pricing should reflect the full job you do, not just the time on court.

Tip: Build a great group culture. The best sessions aren't just about squash - they're social, supportive, and community driven. Think: names remembered, high fives, group chats, and people staying after the session for a drink.

4. Stop posting, start marketing

Your coaching brand is more than a logo. It's how people feel when they hear your name. You need to be consistent and findable. Instagram is not a marketing strategy. Neither is just "being good". You need a system to:

• Reach your ideal audience
• Build trust over time
• Turn interest into paid bookings

Real marketing includes:

A simple profile or landing page that clearly explains what you do.

Regular updates via email or Whats\App to stay connected.

Showcasing results, not just new sessions e.g. "Jack went from no backhand to Aspire trials in four months!"

Google reviews and testimonials (social proof matters!)

Links and bios on club websites - make sure they're up-to-date with the right contact details and reflect your brand.

Promote where people already are - local Facebook groups, school newsletters, community noticeboards, sports shops, local press and radio.

Tip: Use real photos from your sessions - people connect with people. Ditch the stick images and show the people behind your brand.

5. Build for scale (and fill the gaps)

You can't coach every hour, and at some point, if you're successful, you'll reach capacity. Think about other ways you can grow your impact:

• Make use of downtime: Daytime courts are often empty. Schools or community groups are a great entry point. Offer tasters, run school programmes, and invite students back to the club. Check out our "Connecting through squash" and "Ready, Set, Squash!" courses for more help.
• Train others: Bring on young leaders, volunteers, or assistant coaches to help you expand your reach.
• Add value: Try summer camps, family sessions, festivals, or online guides and videos.
• Keep learning: Great coaches challenge themselves and keep growing - for themselves and their players. Invest in CPD and expand specialisms - whether it's working with SEND players, improving your strength and conditioning knowledge, or building mental health awareness - it can help open more doors.
• Strengthen your networks: Clubs, venues, schools, other coaches - relationships can open doors and bring fresh opportunities, so be sure to nurture them.

Tip: Look for gaps in the local offer. Is there a local women's group in need of a first step into sport? A local organisation looking for activity partners (community centres, Andy's Man Club)? A school wanting to try something new? Spot the gaps and offer the solution.

Final thought

Coaching is one of the rare careers where you can genuinely change lives – and have a great time doing it. With a bit of planning, creativity and consistency, you can build something that grows the game and gives you a brilliant career.