Coaches have the potential to fill a gap and work alongside therapists to assist clients, but because the industry is unregulated it’s important for people to understand its limits before using a coach’s service. Photo by Alex Green/Pexels
Life coach, wellness coach, business coach, weight loss coach, breakup coach — the list goes on and on. All are different titles for similar jobs, with the same limitation: Anyone can claim to be an expert.
Health “coaching” alone is a $7.6 billion market in the United States, linked to the wellness and lifestyle medicine industries, as well as social media influencer culture. With ongoing shortages of physicians and mental health workers, many Americans see coaches as a more personalized alternative to traditional physical and mental health care.
Yet the profession is poorly regulated, which can make it a utopia for scammers; untrained people providing advice about health, psychology and nutrition; and, in some cases, cult-like behavior, such as a coach encouraging customers to cut ties with family and friends.
And now that AI health coaching has entered the chat, these problems are likely to grow.
As a licensed clinical social worker who specializes in mental health and public health, I have observed coaching’s growing popularity and how patients’ interest appears to stem from a lack of affordable and accessible mental health care.
Coaches have the potential to fill a gap and work alongside therapists to assist clients. Many people seek coaching to help them make a big decision or hold them accountable for making progress toward a set goal — from launching a business to sticking to their wellness routines. Because the industry is unregulated, however, it’s important for people to understand its limits before using a coach’s services.
Why is coaching so popular?
In broad terms, coaches assist someone in creating a plan for achieving specific goals — for example, making a change in their career, diet or relationships. It can be effective in helping people manage chronic conditions, such as diabetes, between doctors’ visits and to follow their treatment plan.
Amid COVID-19, physical and mental health care became more difficult to access, which may have contributed to coaching’s popularity. People who were already skeptical of the health care system have turned to coaches in hopes of one-on-one, specialized treatment.
Another contributing factor may be the rise of the gig economy, with coaching appealing to people wanting to be self-employed. Social media and the internet also have fueled coaching’s popularity by making it easier to research and receive health advice, regardless of whether that advice is accurate.
Is coaching therapy?
The simple answer is no. While resembling therapy, coaching does not require licensing, credentialing or formal education. Practicing therapists, on the other hand, are required to be in good standing with the law, have years of training, are regulated by governing bodies and professional associations, and abide by licensing bodies’ guidelines to keep the client safe.