If you’ve ever found yourself saying, “I know I need a niche, but I don’t know how to choose one,” this blog is your wake-up call.
Welcome to Niche Drama—where coaches waste weeks (or months… or years) overthinking who they want to help, spinning in circles, paralyzed by the fear of choosing “wrong.”
Here’s the truth:
If your business isn’t growing, it’s probably because your niche is unclear, too broad, or—let’s be honest—nonexistent.
In this blog, I’m breaking down exactly how to choose a niche that’s not only clear but also profitable and aligned with who you are.
Why Choosing a Niche Matters for Online Coaches
If you’re still in the “I don’t want to limit myself” mindset, let me explain why not choosing a niche is actually limiting your business.
When you don’t niche down, your messaging becomes vague and confusing. You end up trying to help “everyone,” which means you’re speaking to no one. Your social posts fall flat, your content doesn’t connect, and your dream clients scroll right past you without ever noticing you exist.
Online, it’s even more critical to niche down.
In the brick-and-mortar world, generalists can get away with being broad because their competition is limited to their city or town. But when you’re online? You’re competing with hundreds of thousands of coaches across the globe.
The only way to stand out in that sea of noise is to get specific.
What Is a Niche?
Let’s clear this up because a lot of people use the word “niche” but don’t actually know what it means.
Your niche is your area of specialization. It’s made up of three simple parts:
-
The person you help
-
The problem you solve
-
The outcome you help them achieve
That’s it. It’s not complicated, but we humans love to overcomplicate things.
For example: “I help burned-out health coaches ditch 1:1 burnout and build profitable group coaching programs.”
Person → Health coaches
Problem → Burnout from too many 1:1 sessions
Outcome → Profitable group coaching program with more freedom
That’s a niche.
Why Most Coaches Struggle to Choose a Niche
Most of the coaches I work with are stuck in what I call niche drama because:
-
They’re afraid of choosing the “wrong” niche.
-
They don’t want to exclude anyone.
-
They feel like niching will put them in a box.
The irony is, not choosing a niche is what’s keeping them stuck.
Your niche isn’t forever. You’re not marrying it. You can pivot anytime, but you can’t pivot until you start.
The 3 Elements of a Profitable Niche
If you want to build a business that actually pays your bills (and doesn’t make you want to light your laptop on fire), your niche needs three key elements:
1. The Person You Help
Get specific about who you help. And no, “women” or “people who want to feel better” isn’t specific enough.
You’re looking for an identity your dream client resonates with immediately. Something they’d proudly say, “That’s me.”
Examples:
-
New moms
-
Perimenopausal women
-
Health & wellness coaches
-
Spiritual entrepreneurs
-
Busy corporate professionals
You can niche by gender, age, career, life stage, or identity—but it has to be something your ideal client identifies with.
This creates instant connection and intimacy.
Your person wants to feel seen, heard, and understood. You can’t do that if you’re trying to speak to everyone.
2. The Problem You Solve
This is where most coaches get tripped up.
You need to solve a right-now problem—one that is interfering with your person’s life and keeping them up at night.
You’re not trying to sell them on what they “might need someday.” You’re focusing on the problem they’re painfully aware of today.
Examples:
-
Chronic fatigue
-
Acne
-
Inability to get coaching clients
-
Anxiety
-
Hormone imbalance
Awareness is everything.
If your ideal client doesn’t know they have the problem, you can’t market to them. You have to speak to the superficial problem they’re aware of, not the root cause you know is underneath.
You can address the root cause inside your program—but if you lead with that, you’ll lose them.
3. The Outcome You Help Them Achieve
Once you’ve defined the person and the problem, you need to clearly articulate the result they want.
This is the “I want THAT” moment.
Think about what they deeply desire. What is the thing they can’t have right now because of the problem?
Examples:
-
Feel confident in their body
-
Sleep through the night
-
Book dream clients consistently
-
Have more energy to show up for their kids
-
Stop binge eating
The outcome should be clear, tangible, and in their language.
No one is saying, “I want to live my best life” over coffee with a friend. They’re saying, “I just want to feel good in my skin again.”
Use their words.
But What If I Choose the Wrong Niche?
Here’s the part no one tells you:
You probably will. And that’s okay.
You won’t know if your niche is the right one until you test it in the real world. That’s how clarity works. It comes from action, not overthinking.
I’ve pivoted my niche three times:
-
Hormone imbalance
-
Fatigue for women in their 30s
-
Health & wellness coaches who want to scale with group programs
Each time, I didn’t start over—I built on what I already knew.
If your niche feels unaligned six months in, it doesn’t mean you failed. It means you’ve learned something. You can pivot. But you can’t pivot if you never start.
What Happens After You Choose Your Niche?
Everything gets easier.
Once your niche is clear, you can:
-
Create offers that solve a specific problem.
-
Write content that resonates and connects.
-
Build a community of ideal clients who see you as their go-to person.
-
Market and sell without feeling slimy.
Your niche is the spark that lights your business on fire (in the good way).
How to Get Started
Still feeling stuck? Here’s your action plan:
-
Look at the problems you’ve personally overcome.
Your own story is often the best place to start because you’ve lived the experience. -
Ask yourself: Who am I excited to help?
If you can’t wait to get on Zoom with them, that’s a good sign. -
Define the problem that’s messing with their life right now.
Make sure they know they have this problem. -
Clarify the outcome they want.
Speak their language—not industry jargon.
Final Thoughts (And a Free Gift)
If you want to build a coaching business that actually makes money and doesn’t feel like a constant uphill battle, you need a clear, profitable niche.
No more niche drama. No more spinning.
To help you get even clearer, I’ve made my Niching Demystified Workshop available for free
Inside, I’ll walk you through exactly how to choose your niche and start building the business you actually want.
DM me the words ‘GIMME THAT WORKSHOP’ on Instagram and I’ll send you the workshop for free!
