Nobody mentioned that you'd also need to become a marketing professional, a systems designer, a copywriter, a content creator, and a small business owner — all before your first paying client.
If you've been struggling through the business side of coaching and wondering why it feels so much harder than you thought it would, this is for you.
You're an excellent coach. You've had sessions that reminded you exactly why you chose this work. The coaching part? You've got it. But the business side — the offers, the messaging, the systems, figuring out how the heck you find clients to coach — that part has felt like a completely different job. One that nobody prepared you for.
And because nobody prepared you for it, you've been improvising. Maybe that looks like posting when you feel inspired and going radio silent when you don't. Maybe it looks like having a few free clients but no clue how to get paid. Maybe it looks like watching coaches with half your skill set building something successful while you're still trying to figure out where to start.
Here's what's actually going on: you're not failing at building a business because you're not cut out for it. You're struggling because being a successful coach and running a successful coaching business are two different skill sets — and your training only gave you one of them.
The Business Edit is here to give you the other.
Let me get on my soapbox for just a sec - This is not a "six figures in six months fantasy."
I am allergic to scammy "coaches" who pop into your DMs, claim to have the answer for building the perfect funnel, make promises based on vibes, swear they can find your perfect clients for a fee, try to sell you on their MLM scheme, and tell you to raise your prices and manifest your clients. Especially when they're not a real coach and have never built a real coaching practice. I want nothing to do with any of that, and this course has nothing to do with any of that.
The Business Edit is a strategic, practical, roll-up-your-sleeves kind of course. Inside, I'll tell you everything I know about running a successful coaching business - The structure, the systems, the mindset shifts, the product design, the messaging, the client acquisition, and how to do it all without burning out.
By the end, you'll have a clear offer, a content strategy, an operating system, and an execution plan, all built around your specific practice, your values, and your life.
Join the waitlist and I'll let you know as soon as the course is ready.
The Structure of an Online Coaching Business (The Big Picture That'll Make Everything Click)
How an online coaching business actually works - This is the big-picture framework that everything else is built on and once you understand it, everything clicks into place.
The Systems You Need to Run a Coaching Business (The Non-Sexy Setup That is 100% Worth It)
The core systems every coaching practice needs, the scoop you need to choose the right systems for your business, and a guide to setting them up strategically.
Thinking of Yourself Like a Business Owner (The Inside Scoop From Working With 3 CEOs)
The mindset shifts that separate coaches who struggle from coaches who succeed. Everything I've learned from working closely with 3 CEOs and watching them think is all right here.
Getting to Know Your Ideal Client (But Not in the Boring Way You've Heard About Before)
This is not your standard ICP worksheet. Instead, we get into the painful problems your clients are desperate to solve and show you how to position yourself as the solution.
Thinking Like Your Clients (The Buyer Psychology That'll Make You Feel Like a Mind Reader)
Learn how to think like your clients and get inside their heads at every stage of the journey they take towards working with you - in an ethical way that doesn't rely on sleazy marketing tricks.
How to Design a Coaching Package That Sells (And Not Feel Bad About Accepting the Money)
We'll cover how to build a killer coaching package that makes strangers excited to work with you and get into how to set prices without the guilt spiral.
Building an Authentic Business That Feels Like You (And Not Some Generic AI Slop)
How to differentiate yourself from every other coach in your space, develop a marketing message that's written in your voice, and build a brand that feels like a reflection of you.
How to Build a Content System (That Doesn't Make You Want to Throw Your Phone Across the Room)
Let's figure out the real reason why you're not showing up online and then structure a content system that runs even while you're sleeping.
How to Get Clients in Your Coaching Business (The Real Answer to the Question Every Coach Asks)
The full story of client acquisition, retention, results, and referrals. Plus how to build a sustainable marketing strategy that doesn't burn you out and run discovery calls that convert.
Building a Sustainable Business (That Doesn't Burn You Out)
Align your business designs with your personal values and learn to recognize you burnout triggers before they wreck your business. You'll leave this course with boundaries that give you a life outside your business.
I'm into making promises I can keep. By the end of this course, you'll be able to:
Explain how an online business works and the structure that sets it apart from other businesses.
Build operational systems for client management, scheduling, onboarding, and business admin.
Apply a coaching reframe to the 10 common limited thinking patterns solo coaches encounter.
Explain your ideal client and the problems they're facing in so much detail it feels like you're reading their mind.
Describe the basics of buyer psychology and how to use marketing in non-sleazy ways.
Design a coaching offer with intentional structure, scope, and pricing - And say your prices out loud to potential clients without spiraling.
Articulate a clear, values-aligned identity and messaging foundation for the business and brand you're building.
Create a realistic and sustainable marketing and content strategy that doesn't require you to be everywhere online.
Describe a clear client acquisition process from the first point of contact to a signed contract.
Create a values-based and anti-burnout business statement that runs on boundaries.
I'm a board-certified health and wellness coach (NBC-HWC), a behavior change expert, and the creator of the EDIT framework. I've been building my own coaching, consulting, and teaching business for years — and I grew it from a side hustle into a successful practice through hard work, authenticity, strategic systems, and a lot of learning from what didn't work.
For a long time, I resisted being a coach who helped coaches build and scale their own coaching practices, because I am downright allergic to the scammy culture of "coaching" that exists on social media and I want to stay far away from anything that associates me with that kind of influencer culture.
But here's the thing: Building a coaching business is hard. And the fact that I've cracked the code on how to do it successfully makes me want to shout it from the rooftops, because I see way too many highly skilled coaches not succeed when I know they could if they just had the right systems in place.
The Business Edit Course is what I wish had existed when I was transitioning my side-hustle coaching business into a full-time practice in 2024. It's not a cookie-cutter template or a six-figures-in-six-months fantasy. It's the real strategic and operational foundation I built for my own practice, translated into a framework you can use for yours.
"I can't think of another presenter who is so clear, concise yet empathetic thus enabling the best of knowledge transfer. She embodies heath and wellness coaching, has been instrumental in my personal development, and is an enormous inspiration."
"Sonja is without a doubt the best trainer I've ever had. She has an innate ability to simplify challenging content and deliver it in an easily digestible manner."
"Sonja's voice is so soothing and she speaks so eloquently and clearly. She makes it easy to be engaged with the content."
"Sonja is an intelligent, articulate and gifted trainer. Her ability to synthesize complex and nuanced material into accessible, actionable content is unparalleled."
"I have so much admiration and respect for Sonja's professionalism and creativity. She is well-articulated and presents in an engaging way that brings compassion and understanding to all components of health coaching."
"I was blown away by Sonja's training abilities. She has a natural way to deleiver deep complex coaching skills/topics in an elloquent manner that is so easily understood. Her story telling ability, knowledge, presence, teaching ability and inclusion of all people is truly second to none."
"I am continually impressed with Sonja’s coaching and training skills. She presented some of the best trainings I have had in my career to date. And to top it off, Sonja is open and extremely supportive."
"Sonja is engaging, articulate, insightful, and most importantly, knows how to weave in practical examples that bring concepts to life. She has a way of making trainings so tangible, the content and ideas can be applied immediately."
"Without a doubt - one of the best training professionals I have ever worked with. Sonja is thoughtful about her approach to program design and intentional with the information she delivers. Sonja is an incredible professional and leads with compassion, grace and curiosity. She is truly one of a kind."
"Sonja taught me more about the heart of coaching than a textbook ever could; her ability to communicate, thoroughly explain, and engage a group in any topic is superb. She is a natural educator, leader, and she instinctively knows how to pull the best out of every coach that is fortunate enough to receive her trainings."
"Sonja’s ability to convey complex content and training materials in a concise and meaningful way via digital platforms is unparalleled. Her live trainings, in addition to the prerecorded content are measured, well-paced and accessible to multiple learning modalities. Her training and coaching skills are a joy to witness."
"Sonja is a talented trainer, extremely knowledgeable, beautifully creative, and skilled in adult learning styles and theories. What stands out most to me is how she is able to thoughtfully predict the experience of the trainee in a way that helps them to feel seen, heard, and understood."
This course is designed for NBC-HWCs who are serious about building a coaching practice. Whether it's a side-hustle or a full-time gig, I'm here to help you build strategy, structure, and systems into your coaching business.
As we say in Minnesota, you betcha! Starting with a clear strategy and solid systems is one of the smartest things you can do when you're just starting out. Most coaches figure this out the hard way, after years of trial and error (ask me how I know). This course shortcuts the process significantly.
Heck yes. If you're more established in your business, you can use this course to audit what's working, identify gaps, and build what's been missing. The info you'll learn in this course is as useful for a coach in year 3 as it is for a coach in month 1.
This course teaches you everything I know about running a business, but you don't get to talk to me.
The Business Edit 1:1 coaching program is where we apply all of it to your specific practice — with real-time coaching, personalized strategy, and a working partner who rolls up their sleeves alongside you. The course is a great place to start, but 1:1 coaching is where the deepest work happens.
If you choose to work with me 1:1 in my 12-Session Coaching Package, I'll give you a discount code to apply the cost of this course to the cost of your coaching package.
This course is pending approval for Continuing Education Credits from the NBHWC. Upon completing all 10 modules and passing the short end-of-course knowledge check, you'll receive a certificate of completion that you can submit alongside your NBHWC CE tracker.
Lifetime access. Once you enroll, the course and all worksheets are yours to return to whenever you need them — for this goal, the next one, and every one after that.
Completely. There are no live sessions, no deadlines, and no set schedule. Work through it in a weekend or spread it out over 6 months — whatever fits your life and the business you're trying to build.