Customer Relationship Management

CRM for Coaches:

A Comprehensive Guide to Streamlining Your Coaching Business

What is a CRM and why do you need one?

The coaching industry has seen an influx of professional coaches in recent years and what was once a landscape of simple contracts and one on one meetings has now evolved into a need to provide a coaching “experience” where the value and experience received by the client far outways the cost of the coaching itself.

In order for coaches to “stand out” and create a reputation for themselves as an expert in their field, it is essential to pull in tools, systems and processes that will enable coaches to stay ahead, provide a superior client experience, all while remaining unphased by the mountain of operational and administrative pieces needing to be put together to manage a coaching business.

Many coaches find themselves overwhelmed and burned out due to inefficient client management and having an effective system like a CRM for coaches can be a game-changer. This comprehensive guide will explore how CRM systems and specialized Business Management Platforms can not only help you manage your clients effectively but also streamline your operations, reduce overwhelm, and prevent burnout. We’ll walk you through the critical first 90 days of client onboarding, delve into the strategies for nurturing leads, and explore the nuances of managing an ongoing client journey—all under one roof.

CRM Infographic

The Importance of the First 90 Days


What is Client Onboarding?

Client onboarding is the initial phase where new clients are integrated into your coaching practice. This includes everything from signing contracts to initial assessments, goal setting, and establishing a coaching schedule. The purpose of client onboarding is to set the tone for the rest of the client relationship, ensuring a smooth transition from a prospect to a fully-engaged client.

Why the First 90 Days Matter in a Coaching Business

The first 90 days are a critical period in any coaching relationship. This is the window where clients form impressions, build trust, and decide whether the coaching experience aligns with their expectations. A seamless onboarding process can boost client satisfaction, increase retention, and result in positive testimonials and referrals.

Steps to Successful Client Onboarding for CoachesAsian business coach talking on the phone while sitting at her desk.

  1. Initial Assessment: Identify the client’s needs, challenges, and goals.
  2. Contract & Agreement: Outline the terms, expectations, and privacy policies.
  3. Goal Setting: Collaborate on short-term and long-term objectives.
  4. Planning: Develop a tailored coaching plan and schedule.
  5. Communication: Establish channels for updates, queries, and feedback.

How A CRM for Coaches Helps

Utilizing a specialized CRM for coaches during this period can automate many of these steps, ensuring that no detail is overlooked. Automated reminders, document storage, and client portals make it easy for both the coach and the client to keep track of progress and expectations.

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Understanding CRM Systems for Coaches

What is a CRM?

Customer Relationship Management (CRM) systems serve as a centralized hub for managing all your interactions with clients. They’re not just about maintaining a database; modern CRMs come loaded with features that automate tasks, monitor client engagements, and offer analytical insights, among other functionalities. Importantly, a CRM often becomes the central hub of a business, connecting seamlessly with other platforms and processes to create a more effective and streamlined approach to business management.

Why Do Coaches Specifically Need a CRM?

For coaches, a CRM goes beyond the utility of a mere database. Given the intimate, long-term relationships that coaches build with their clients, a specialized CRM for coaches allows for personalized service. From tailored communication to session notes and goal tracking, a CRM serves as a multi-faceted tool to enhance the client experience.

Types of CRM Systems for Coaches

  1. General CRM Systems: These include platforms like Dubsado, Honeybook, 17 Hats, and Moxie CRM. They offer a broad range of features applicable to various industries. The language used to describe different areas of the platforms doesn’t always align with coaching terminology, making them more difficult to navigate for coaches. However, this is usually offset by their pricing and robust lead management capabilities.
  2. Coach-Specific CRMs: These are CRM systems specifically designed for coaching businesses, such as Satori, Simply Coach, and Coach Accountable. They offer features that are intrinsically useful for coaches, like session scheduling, coaching-specific templates, performance analytics, and robust client portals. These platforms allow you to create the ultimate coaching experience for your clients. While these CRMs usually come with a bigger price tag due to their specialization, they may not excel at nurturing lead inquiries. However, once a prospect is ready to book a discovery call, these systems work like magic!

How to Choose a CRM Suited for Coaching Businesses

Choosing the right CRM involves considering various factors like budget, scalability, and the specific needs of your coaching practice. For instance, if lead nurturing is a significant aspect of your business, then a CRM with strong email automation and lead scoring features might be beneficial. If you are looking for a superior coaching experience and want to offer accountability to your clients, a coach specific platform is a better pick.

While cost may play a significant factor in your decision initially (sticker shock!) try to think about all the time an effective CRM will save you, enabling you to do more of the paid coaching work. Try to look at the features and benefits of a platform and the usability along side price implications.

If you haven’t already got your client journey down on paper, write this out ahead of looking at platforms and make sure you highlight your non-negotiables for features, this will help to narrow done the number of CRM’s that will work for you.


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The New Age of Business Management Platforms

The Evolution from CRM to Business Management Platforms

As the needs of businesses evolve, so do the tools designed to support them. Traditional CRM systems have undergone significant upgrades, giving rise to what we now term as Business Management Platforms. These platforms don’t just focus on customer relations; they incorporate elements like project management, financial tracking, and even team collaboration. For coaches, this means the possibility of an all-in-one system that can manage client relationships while also handling back-office tasks like contracts and proposals.

Features of Business Management Platforms

  • Comprehensive Dashboard: A unified dashboard that provides real-time insights into various metrics, from client engagement to financial analytics.
  • Task Automation: Automate repetitive tasks such as invoicing, appointment scheduling, and follow-ups.
  • Integrated Communication: Inbuilt messaging systems that allow coaches to communicate directly with clients without leaving the platform.
  • Financial Management: Budgeting, invoicing, and financial reporting features to keep your business on solid financial footing.
  • Contract and Proposal Management: These platforms often include built-in digital signature capabilities and offer templates for contracts and proposals, making the onboarding process more seamless.

Recommended  Platforms


A purple m logo on a black background.

Moxie combines the power of a traditional CRM, designed to capture and nurture leads through to sales, with a Business Management Platform where your clients can be onboarded seemlessly.

Moxie comes with a plethora of tools such as a robust scheduler, form building, contracts proposals and digital signatures and much much more which means you can tailor it to suport your business and your specific needs.

Moxie is incredibly well priced and even has an option for adding in your team if you need additional admin support or coaches in your platform.



What we love most about 17hats is its clean interface and easy to navigate look and feel. It’s also packed full of valuable extras such as pre-designed templates for you to customize.

It ticks the box for usability and is designed with a focus on the customer journey and will help you manage clients from onboarding to offboarding. It’s packed full of tools that will help you onboard and manage your clients like a boss!

Just be aware that 17hats is a one user platform, and so is best suited to solopreneur-run coaching businesses.


Dubsado is especially suited for coaches because it integrates quite a healthy variety of tools including the Google Suite and Zoom.

In particular, the ability to receive payments from clients as part of the appointment scheduling process stands out. This means you can set your paid sessions so the client pays before being able to schedule an appointment.

The Dubsado Scheduler tool is particularly powerful and allows for many different types of appointments, negating the need for separate scheduling software.

Use the code ‘diligent’ to get an additional 20% off your price for your first month or year!


A black and white moneybook logo on a green background.

Honeybook is another heavy lifter that won’t break your bank.

You can send out invoices, contracts and accept payments; create workflows and tasks so nothing gets missed, and get automatic payment reminders.

And let’s not forget how much aesthetic appeal the platform has, especially for those of us who like things to look pretty.

Client portals make managing your clients a breeze and allow them to self-manage some of their journey with features such as forms and questionnaires, invoices and emails all available to see in the portal.

Subscribe with our link to get 50% off!

Coach Accountable

Coach accountable logo.

CoachAccountable covers the basic administrative tools of running a coaching business, including accepting payments, scheduling sessions, creating detailed, individual coaching plans for clients to be delivered electronically, and sharing documents.

The clue is in the name, Coach Accountable has a great set of tools for helping your clients be accountable and stay on track with their self-development goals.

The coaching portals allow you to bring your clients into the fold of you coaching business to communicate with and manage all aspects of your coaching sessions.

The platform is especially good for coaches working with companies who are sending several employees to be coaches as you can set the portals for the employees for the coaching sessions but work with the company directly for the administration, billing and set up.

Simply Coach

Simply coach logo on a black background.

The most powerful and easy to use coaching platform for coaching teams! Individuals can use it to and this platform is aimed to provide a superior coaching experience to you clients.

With it’s robust client portal, this is the game changer for coaches! The portal allows you to set goals, share resources, use nudges, a privatge journal for coaches and Coachees and so many other tools.

Simply Coach also includes a showcase profile for you, the coach so you can easily be found on the Simply Coach website as well as getting so instant SEO link juice!

It comes with all the usual coaching tools such as schedulers, group offerings, contracts, invoices and payment solutions, analytics and more!


The logo for satori.

All-in-one coaching software designed specifically for emerging coaches looking to simplify and elevate their business. Satori streamlines every aspect of coaching, from client onboarding to offboarding, with a special emphasis on selling tailored coaching packages.

Unlike other platforms, Satori integrates cutting-edge CRM functionalities, doubling as both a client management and a business intelligence tool. Its sleek, intuitive interface makes it an ideal choice for coaches seeking a comprehensive, out-of-the-box solution. Now enhanced with advanced scheduling features, customizable questionnaires, and robust e-signature capabilities, Satori is more than just a software—it’s a full-scale coaching assistant that evolves with your business.

Whether you’re managing appointments or tracking client progress, Satori’s robust feature set frees you to focus on what matters most—making a meaningful impact through coaching.

How to Choose Between CRM and Business Management Platforms


Needs Assessment for Coaching Businesses

Before diving into the ocean of available software options, it’s crucial to assess the specific needs of your coaching practice. We can’t stress this piece enough. There is nothing worse that realizing 12 months later that your primary core system will not support a team, additional clients or doesn’t have a feature you now want to take advantage of.

Consider the following:

  • Are you more focused on lead generation and conversion – this would affect coaches who are running educational programs, group offerings and anything that you want to sell at a high volume. (CRM)
  • Do you need contacts, proposals or quotes to send to perspective clients? (BMP)
  • Do you want the ability to connect with your clients regularly thorough your platform for things like booking appointments, sending messages, assigning tasks, sharing documents and resources? (BMP)
  • Do you want to be able to send out email marketing messages that are the same message going out to many people and do you want to automate these? (CRM)
  • Do you want the ability to take payments and send invoices? (CRM/BMP)
  • Do you want to track your income and expenses? (BMP)

These are just a handfull of the features that CRM’s and Business Management Platforms offer.

Cost Considerations for Coaches

While sticker shock may be your initial reaction to the prices of some platforms, remember that a robust CRM system or Business Management Platform could save you countless hours in the long run. The time saved can allow you to focus on revenue-generating activities, such as coaching sessions or creating new coaching programs. Compare the cost against the value these systems provide in terms of efficiency, streamlining, and potential revenue increase.

Scalability for Coaching Businesses

Your coaching business is not static; it will grow and evolve. So should your CRM system. Consider platforms that offer scalability in terms of features and user access. Can you add more team members as you expand? Does the platform have additional features you can unlock as your needs grow?


Last but not least, examine the integration capabilities of your prospective platforms. A modern CRM or Business Management Platform should serve as the central hub of your business, connecting seamlessly with other platforms like email marketing software, payment gateways, and even social media channels. An integrated system not only makes your operations more streamlined but also significantly reduces manual data entry and potential errors.

An infographic showing the different types of CRM Features for coaches

Beyond Software: Human Aspects of Client Management

Personalization in Coaching

CRM for Coaches illustration

While CRM systems for coaches help streamline processes and improve efficiency, the true essence of a successful coaching business lies in personalization. Coaches must be adept at offering tailored guidance that speaks directly to each client’s unique needs and challenges. Therefore, a sophisticated CRM system should offer features that enable easy client segmentation, behavior tracking, and communication, allowing you to offer personalized solutions and guidance. Importantly, this level of personalization becomes the signature of your coaching style, setting you apart from competitors and enhancing client retention.

Communication Skills for Coaches

Effective communication is the cornerstone of any coaching relationship. Your CRM should assist in streamlining communication via automated emails, SMS, and even in-app messaging. However, the quality of this communication, in terms of empathetic language, active listening, and actionable advice, must come from the coach. Periodic training on effective communication can go a long way in enhancing the overall client experience. Skilled communication can turn a single coaching session into a transformational experience, underlining the value you bring to your clients.

Follow-up and Check-ins for Coaching Businesses

business processes automationFollow-up is critical for maintaining client engagement and demonstrating a coach’s commitment to their progress. Your CRM can automate the timing and delivery of these check-ins, but the content often needs the human touch. Follow-ups should not just be about schedule reminders or session agendas; they should offer genuine reflections, acknowledgments of progress, and insightful questions to facilitate client growth. These follow-ups, infused with personal care, can reinforce the client’s commitment to their journey and increase the likelihood of them achieving their goals as well as adding additional value to the client.

FAQs about Business Management platforms and CRMs for Coaches

What is the difference between a CRM and a Business Management Platform?

A CRM focuses primarily on managing relationships with clients and leads, whereas a Business Management Platform is a more comprehensive solution that may include additional features like invoicing, contract management, and more.

How do I know if I need a CRM or a Business Management Platform?

Consider your business’s specific needs, including the volume of clients, the need for lead nurturing, and your budget. If your needs are more extensive and you’re looking for a one-stop-shop solution, a Business Management Platform might be a better fit.

Can a CRM system really help prevent coach burnout?

Yes, a well-implemented CRM system can automate many tasks, reducing your administrative burden and allowing you to focus more on coaching, thus preventing burnout.

Is a specialized CRM for coaches worth the investment?

Specialized CRMs often come with a higher price tag but offer features that are tailored to the coaching industry, making them invaluable tools for some businesses. Yes in our opinion they are worth the investment

How long does it typically take to implement a CRM?

The time it takes to implement a CRM can vary widely depending on its complexity and the specific needs of your coaching business. Some systems may take just a few days to set up, while others may require weeks. It also depends on your comfort level with the technology and what documents such as contracts and emails you already hav prepared.

CRM for Coaches – A Non-Negotiable in Today’s Competitive Environment

Navigating the complexities of running a coaching business can be overwhelming. From attracting new clients to retaining existing ones, from managing operations to avoiding burnout—the challenges are many. But one thing is clear: a robust CRM system tailored for coaches can make a world of difference.

crm concept

By adopting the right CRM or Business Management Platform, you not only streamline your workflow but also enhance the overall client experience. Lead nurturing becomes a calculated, automated process, ensuring you invest your energy where it’s most needed. And the journey of your existing clients is mapped out smoothly, making their interaction with your services a rewarding experience that prompts renewals and referrals.

In this guide, we’ve explored the nuances that go into making an informed choice between various CRM options. We delved deep into the importance of the first 90 days, the features to look for, and the aspects like price, features, scalability, and integrations to consider.


If you haven’t yet adopted a CRM for your coaching business, consider this your wake-up call. The right CRM is not an expense; it’s an investment—one that pays rich dividends in terms of time saved, clients gained, and a career that scales. If you’re uncertain where to start, remember to refer back to Section 4 for detailed insights on selecting the right platform for you.

The journey toward organized, efficient, and effective client management starts with a single step: choosing the right CRM. Make that choice wisely.

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