Itās easy to daydream about working part-time as a coachā¦
…making 6 figuresā¦
…working from the beachā¦
…and looking good doing it.
BUT the coaches with dream businesses have one thing in commonā¦
…strong coaching business mindset āmusclesā.

What are these muscles?
Endurance Muscles: Persevering When Youāre Tired
Just like running a marathon, building a coaching business takes time… often longer than you think.
You need to develop endurance muscles so you donāt end up quitting before you hit the finish line.
Resting and recovery are essential for endurance.
Just like you can overtrain and get injured if you do too much, too soon…
…you can suffer from burnout if you donāt rest while building a coaching business.
Power Muscles: Doing Hard Things
Think about a powerlifter or sprinter:
They accomplish enormous feats of strength and speed⦠beyond what youād expect.
These power muscles allow you to accomplish high intensity feats, like:
- Meeting tight deadlines and brand new challenges
- doing hard things
WARNING: Power muscles exert a lot of effort, but require you to rest afterward until you have fully recovered.

(NOTE: If youāve been waiting to start your coaching business, or were wondering if you can do it profitably, then you need to watch this video. In the video, Iāll explain how to How to Build a Profitable Coaching Business in 30 Days. Click HERE now to watch the video.)
Brain Muscle: Learning New Skills
There are two critical types of ābrain muscleā:
- The willingness to learn (and the belief that you can learn) new skills.
- The ability to learn by doing⦠(i.e. taking action before you have all the answers).
Some coaches shrink from opportunities to learn by doing.
Even though you might read countless books about your business, your Brain Muscle wonāt be very strong until youāre actually on the court.
Learning through actual experience is crucial to building your coaching business brain muscle.
Courage Muscle: Action in The Face of Fear
The grown-up word for fear is āstressā.
Weakness in this mindset muscle usually sounds like saying that youāre not ready.
You will face fears anytime you do something youāve never done before. Itās your brainās natural defense to keep you safe.”
You will face fears anytime you do something youāve never done before. Itās your brainās natural defense to keep you safe.
Building this muscle allows you to take action in the face of your fears.
Heart Muscle: The āXā Factor
Heart is an elusive mindset muscle.
It’s hard to define, but you and your clients will know when itās thereā¦
…and itās especially obvious when heart is āmissingā.
Heart is the power behind the other mindset muscles.
There are several aspects of heart you might work on:
- Passion, Enthusiasm, and Inspiration are essential to attracting clients and building an audience.
- Caring and Connection are needed to go deep with your clients.
- Self-Confidence allows you to act as if you are equipped to create the coaching business you want… even before you have it.
What do you need to get these coaching mindset muscles in shape?
When you first work out…
…it feels like you donāt have any muscles at all.
Letās say youāre trying to do a pull-upā¦
and you canāt do oneā¦
Does that mean you could NEVER do a pull-up?
No, of course not.
You know that logically.
But thatās not the way youāll FEEL at that moment of failure.
Failing to do that pull-up triggers the belief that itās impossible.
That liming belief is automatic (and pretty typical).
We make temporary failuresā¦
…permanent.
And end up acting as if progress is impossible.
Whatās the difference between someone who can do a pull-upā¦
…and someone who canāt?
Training.
Over.
Time.
You canāt wake up one morning and run a marathonā¦
…you must develop your business building muscles over time.
But you wonāt spend time training if you believe that itās impossible.
Why bother trying if itās impossible?
Iāve helped many coaching clients get over their mental blocks so they actually train those muscles.
They transform their physical (or mental) capacity.
And thatās about the time when I hear them sayā¦
ā¦āIāve built muscles I never knew I had.ā
They didnāt even think they had the muscle.
But everyone has the same anatomy.
And they discover the existence of those muscles through that time and trainingā¦
…even though they didnāt believe it when they started.
You have the same muscles as an Olympic powerlifter.
And everyone has the same mindset muscles, too.
If you donāt use your brainā¦
…youāll think you donāt have one.
If you donāt use your power muscle…
…youāll think youāre weak.
If you donāt exercise your courageā¦
…youāll seem cowardly.
You canāt wake up one morning and run a marathonā¦
…you must develop your business building muscles over time.”
You ALREADY have the mindset muscles to accomplish anything you want.
All you have to do is exercise them.
What happens when you exercise muscles?
They get stronger.
Maybe youāre not ready to run a marathonā¦
…or do a pull-upā¦
…but you can go for a walkā¦
…or start lifting weights.
Maybe you’re not ready to ask for $1k per month for your coaching…
…or run a webinar…
…but you can get a coaching partner…
…or start practicing your coaching techniques with a friend.
It takes commitmentā¦
…determinationā¦
…and willingness to experience sore mindset “muscles” as a natural part of building a coaching business.
But, in return, you will develop a confidence in yourself that you never knew was possible.
You will begin to enjoy the workoutsā¦
…and the journey.
You will become UNSTOPPABLE in the face of things that deter most people…
…and you will make a huge impact on everyone your life touches.
Colette “Mastering my Mindset” Coiner
Dr. Colette Coiner, PCC, PT, DPT, FAAOMPT
Associate Dean, Master Coach University
drcolettecoiner@coachestrainingblog.com
858-232-3739
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