Life coaching has exploded in popularity, but the lack of regulation means anyone can slap "coach" on their Instagram bio and start charging for advice. While some coaches bring real value, others might leave you questioning whether you just paid hundreds of dollars for glorified pep talks. So how do you separate the legit from the sketchy? Let’s break it down.
The Life Coaching Gold Rush (And Why It’s Kind of a Wild West)
The coaching industry is booming—like, "tech startup in 1999" levels of booming. The International Coaching Federation reports over 100,000 coaches worldwide, pulling in billions. But here’s the kicker: no degree or license is required to join the party. That means while some coaches invest in certifications and structured training, others might’ve just binge-watched a few self-help YouTube videos before launching their "transformational coaching empire."
Then there’s the celebrity coach factor. Big names like Rachel Hollis and Jay Shetty have faced backlash for everything from questionable credentials to tone-deaf comparisons (comparing your burnout to Harriet Tubman’s struggles? Really?). If these high-profile coaches can fumble so hard, what does that mean for the everyday person hiring a coach to help them navigate career changes or personal growth?
What Life Coaching Actually Does (And What It Doesn’t)
Think of a life coach as a hype person for your goals—someone who helps you map out where you want to go and holds you accountable. They’re not therapists, and they shouldn’t pretend to be. "Life coaches are only trained to help with future-focused goals," says psychologist Kelli Rugless, PsyD. "They’re not digging into your childhood trauma or diagnosing anxiety."
Ashley Mielke, a Boston-based coach, describes her work as "future-forward." She helps clients figure out their next career move or business strategy, but if someone comes to her with deep emotional wounds? That’s a hard pass. "I don’t do trauma," says Chelcie Scott, an Atlanta-based coach. "If it’s heavy, I’m sending you to a therapist."
So if you’re looking for someone to help you launch a side hustle or finally stick to a fitness routine, a coach might be a great fit. But if you’re dealing with depression, unresolved trauma, or crippling self-doubt? That’s therapist territory.
The Credentials Problem (Or Lack Thereof)
Here’s where things get messy. Unlike therapists—who need degrees, licenses, and ongoing training—life coaches operate in a credential-free zone. "There’s no governing board making sure coaches know what they’re doing," says Natalie Jones, PsyD. Some coaches opt for certifications (like those from the International Coaching Federation), but it’s totally optional.
Mielke went through a six-month ICF-accredited program that included mentorship and recorded coaching sessions for feedback. But not all certifications are created equal. Some programs promise "six-figure coaching businesses in 30 days!"—which, let’s be real, is about as believable as a "lose 20 pounds in a week" diet ad.
Red flags to watch for:
How to Avoid Getting Scammed
Coaching isn’t cheap—some charge thousands for a single session. And when you mix high prices with vulnerable clients (say, someone going through a divorce or career crisis), it’s prime territory for sketchy sales tactics. "Some coaches prey on desperation," Mielke says. "They’ll promise radical life changes but deliver recycled Instagram quotes."
Before hiring a coach, ask:
And if you’re six weeks in with zero progress? That’s your cue to bounce. Either the coach isn’t a good fit, or your struggles run deeper than goal-setting—which means it might be time to switch gears.
When to Skip the Coach and See a Therapist
Sometimes, what looks like a motivation problem is actually anxiety, depression, or past trauma in disguise. "If you’re stuck because of emotional baggage, a coach can’t unpack that for you," says Rugless. Therapists, on the other hand, are trained to help you process the past so you can move forward.
That said, therapy isn’t always accessible—financially or culturally. Some people, especially in communities of color or military circles, might feel less stigma working with a coach. "They see it as self-improvement, not ‘fixing’ something broken," Jones notes.
At the end of the day, whether you choose coaching, therapy, or a mix of both, the key is knowing what you’re signing up for. Do your homework, trust your gut, and don’t be afraid to walk away if something feels off. Your growth—and your wallet—will thank you.
