elevator pitch for coaches

What is an elevator pitch?

Elevator pitches are not just for people who go on Shark Tank or folks who are searching for a job. As a coach, you also need an elevator pitch to introduce your coaching business.

The best elevator pitches are those that clearly, concisely describe what you do and how you help your clients.

And they’re not just for use at networking events! You can use your coaching elevator pitch or what-I-do statement anytime you’re introducing yourself: on your website, your social media bio, on discovery calls, when you’re a guest on a podcast, and yes, at in person events.

Why coaches need an elevator pitch

If you’re a coach, you’ve probably realized — the market is getting pretty crowded. In fact, according to IPEC, annual coaching revenue is up 62% just since 2019. ,As the coaching market continues to grow, you need to do whatever you can to stand out among a sea of other life, health, and career coaches.

A solid coaching elevator pitch can help you stand out. The right words, tailored for the right people (your ideal clients), can help you stand out, build your brand, and attract the right fit coaching clients.

Without a solid elevator pitch, you’ll struggle to talk about what you do and what makes you different, leaving people confused or worse — leaving opportunities on the table.

3 tips to creating an elevator pitch for your coaching business

The best elevator pitches are natural, easy to understand, and are written specifically to attract your coaching niche.

Following these 3 tips can help you create the best elevator pitch for your coaching business:

Tip 1: Be yourself. 

Even though this is a “pitch,” it needs to sound like something created by you, even if you use a template.

Your elevator pitch should sound like it’s coming from you and use words that you would use. (Meaning, don’t use coaching jargon or big words just to sound smart.)

You should feel comfortable and natural while speaking your elevator pitch. (Ok, maybe not at first, but after some practice!)

In fact, the more comfortable you are with your pitch, the easier it will be for you to start getting visible and marketing yourself.

Tip 2: Know your strengths — and your coaching niche.

If your coaching elevator pitch just tells me you’re a “coach,” I want to know more. What kind of coach are you? Who do you work with? What kinds of things do you coach your clients on?

In order to be specific, you need to know your ideal clients’ pain points and desires. In order to do that, you must know your coachign niche.

If you aren’t clear on your ideal coaching clients’ pain points and desires, you need to start with market research.

Tip 3. Keep your elevator pitch  client-centric.

It’s a common misconception that your elevator pitch should be all about you. The purpose of your elevator pitch is to connect with your ideal clients, so it needs to be written with them in mind.

You’ll need to be able to communicate the value of working with you. It’s not enough to say you’re a coach or explain who you coach. You must explain the types of results your clients achieve through coaching.

There’s a saying in marketing: When you confuse, you lose. You don’t want people to lose interest this early in the game, so make sure your pitch is as clear as possible.

When creating your elevator pitch, make sure you run it by a few ideal clients and get their specific feedback. Ensure that it’s clear, easy to understand, compelling, and most of all — not generic!

What to include in your coaching elevator pitch

So what exactly should be included in your coaching elevator pitch? You want to make sure it includes these ingredients:

  • Who you are and your title. Be more specific than “life coach” or “heath coach.” The goal is for you to stand out amongst a sea of other life coaches and health coaches. 
  • Who you serve. Be more specific than “women”. “New moms struggling to find time for themselves” or “Ambitious women in the C-suite” are phrases that are way more specific — and more effective. 
  • What you help your clients with. This is the most crucial part and the one many coaches get wrong. You’ll be tempted to use big words like “break through their limiting beliefs” or “uncover their true potential.” In reality, your clients aren’t actually saying those things. They are much more likely to be seeking specific things like “A career that allows them flexibility and room to grow” or “a relationship where they feel seen, heard, and understood.”
elevator pitch recipe

What coaches shouldn’t include in their elevator pitch 

Make sure you stay away from the following when creating your elevator pitch:

Avoid having too many “I”s in your elevator pitch. Remember, your pitch is for your audience, it’s not about you!

Avoid coaching terms and industry jargon. Do your prospective clients understand what a “limiting belief” is? If not, don’t include it in your elevator pitch.

Avoid including a list of your credentials. There is a time and place for that (like on your About page!), but leave it out of your elevator pitch.

Avoid describing the detailed process of “how” you coach. At this point, your prospective client doesn’t care about your process. There’s a time and place for describing your process — and that time is later on in the buying journey.

Examples of elevator pitches :

Here are some examples for elevator pitches that life coaches or health coaches may use. The goal isn’t to use these examples, but to create your own unique elevator pitch.

Life coach elevator pitch example

Which do you find more compelling? 

“I’m a life coach for women.” 


“I’m a life coach for women going through a midlife career transition who are struggling to find the right direction. Working together, my clients get guidance and support, so they can find clarity, explore new career opportunities, and make the best decision for them.”

Now, if you’re a woman going through a midlife career transition, you’re going to resonate more with the second statement, right?

That’s why it’s so important to write your elevator pitch with your ideal clients in mind.

Health coach elevator pitch example:

Again, consider the following:

“I’m a health coach for women.”


“I”m a holistic wellness coach for Gen Z women looking to balance their health, career, and relationships without sacrificing what’s most important to them.”

If I’m a Gen Z woman, I’m going to resonate with the second one. And even if I’m not, I’ll remember the person that I just met is a coach for Gen Z women and keep them in mind if I come across a Gen Z woman fitting their description.

Be specific in your coaching elevator pitch

Don’t be afraid to get specific in your elevator pitch. In fact, you’ll want to tailor your elevator pitch to whatever audience you’re communicating to, for example:

  • If it’s your Instagram bio, you’ll want to be specific and concise (there’s a limited character count) while using keywords your ideal clients are likely to search on Instagram. 
  • On your website, you’ll want to have a longer message that clearly conveys how you help and who you work with. 
  • If you’re going to a networking event, you’ll want to tailor your elevator pitch to match the audience demographics and awareness level.

Your elevator pitch is not set in stone and it will evolve as your business evolves. It’s important to put together a pitch that you’re at least 80% confident about and start sharing it.

Ready to create an elevator pitch for your coaching business? 

You’re in luck! I developed a free template for creating an elevator pitch for coaches. You can download it below.