It is not unusual to find a coach listing several traditional niche areas such as “coach, consultant, trainer, mentor, and clinical counselor” as part of their practice; or a coach listing where a coach provides “business coaching, executive coaching, life coaching, career coaching, health coaching.” One coaching commentator speculated that coaches are doing ‘keyword’ searches on Google, finding the problems people experience that have the most frequent hits, and then adding those key words into their scope of practice descriptions.

The use of multiple or unique niche areas, rather than acting as a catalyst for helping people, has more likely resulted in a type of skepticism or cynicism about coaching. Rather than attracting clients, these two niche approaches may be seen by consumers as a form of desperation or lack of professional stature.