How to Create Your Signature Coaching Program: 4 Templates

Unless you’ve been living under a rock, you’ve likely noticed the explosion of coaching programs being promoted across social media.

As more people leave their 9-to-5 in search of meaningful, flexible careers, it’s no surprise coaching is booming.

The self-help industry is growing like wildfire. So here’s the question: Are you ready to join the movement to help others live more fulfilling lives?

In this article, we’ll walk you through exactly how to create your own signature coaching program. From identifying your niche and ideal clients to choosing your format, pacing, and marketing strategy, we’ve got you covered. By the end, you’ll be equipped with the tools and templates to launch your coaching career with clarity and confidence.

Before you continue, we thought you might like to download our five positive psychology tools for free. These engaging, science-based exercises will help you effectively deal with difficult circumstances and give you the tools to improve the resilience of your clients, students, or employees.

What Is a Coaching Program?

A coaching program is a structured process coaches use to help clients create change or achieve goals in a specific area of their lives. Effective programs distill your expertise into a clear, structured framework that ensures both clarity and scalability.

Well-designed coaching programs typically include a clear statement of purpose, a defined target audience, a framework or curriculum, a session structure, specialized techniques and methods, client support between sessions, and progress tracking.

When a coaching program has each of these elements, it helps ensure your method is repeatable, allowing you to take on more clients and build your business without requiring excessive time. Once your program is refined, you can even automate some of its elements or consider licensing it to others.

2 Reasons You Should Have Your Own Curriculum

You may be wondering, “If others license their coaching programs, why don’t I just pay to use an existing program?”

If you’re just starting out, licensing an existing program can be a good way to gain experience or meet practicum requirements while you’re still undergoing training. However, in the long run, you and your clients will probably find it more beneficial for you to design your own curriculum.

There are two key reasons for this.

1. Clearer targeting

The most effective coaching programs are designed with a clearly defined audience in mind — and that often goes far beyond basic demographics. As you gain experience, you may find your ideal clients are more niche than you expected.

Here are three real examples I’ve come across, both in practice and online:

• White-collar professionals who respond best to feedback delivered through data visualization
• 20-somethings who want to launch a business instead of attending college
• Mothers whose lives have been upended by chronic health conditions

When you stay open to designing your own curriculum, you remain free to tailor it as you begin noticing patterns among the clients who are naturally drawn to your work. This way, you ensure that what you offer is precisely aligned with the value your clients seek.

2. Clearer transmission of your wisdom

What makes a coach truly valuable often lies in how their unique knowledge and life experience can serve as a beacon for others. When you design your own program, you allow your distinct perspective to become a guiding light for the people who need it most.

Many new coaches underestimate the wisdom embedded in their own experiences, overlooking the value it could offer. But as you begin working with clients, you’ll likely find that you have more to share than you realized — often drawn from parts of your life that once seemed ordinary or unrelated.

By being willing to create your own curriculum, you give that wisdom room to shine. It becomes the foundation of your offering, helping you stand out and create the greatest impact where you’re uniquely equipped to serve.

How to Create a Coaching Program

Ready to design your very own coaching program? Here are five simple steps to guide you through the process.

1. Identify the aims and target of your coaching program

First off, decide which specific problem you’re aiming to solve or transformation you’re aiming to invoke through your coaching. All of this drills down to the “why” underlying your program.

You also have to define who your program is for. By clearly defining who your target audience is, you’ll naturally attract more clients. Your communications will resonate with these people more clearly, drawing them to your program.

To help, create a client avatar — a single person you imagine speaking to whenever you communicate about your services. You should aim to know the following details about this target client:

• Age
• Gender
• Occupation
• Income level
• Education level
• Location
• Lifestyle
• Values

In combination, the transformation you offer your target client defines your niche. Start here, and as you discover the types of themes and clients that arise through your work, don’t be afraid to adjust as you go along. Carving out your niche is an iterative process of experimentation.

2. Discover your coaching style

Knowing which coaching style will suit your program and target clients best is incredibly important. It’s also important to choose a style that fits your personality as a coach.

For instance, some coaches will provide a lot of direct, clear guidance, while others may use a more open-ended, exploratory approach.

Here are just a few styles you might consider:

• Directive coaching
  The coach provides clear direction, guidance, and structure. Ideal for clients looking to build skills and apply practical strategies.
• Nondirective coaching
  The coach uses active listening and open-ended questions to help clients uncover their own insights. Encourages autonomy and self-reflection.
• Cognitive-behavioral coaching
  The coach aims to identify and change unhelpful thoughts and behaviors. Ideal for clients seeking to overcome internal obstacles like procrastination or fear.
• Solution-focused coaching
  The coach builds on what’s already working. Promotes momentum through strengths-based, future-oriented conversations.

3. Name your coaching program

With your niche and coaching style in hand, it’s time to come up with a catchy name that combines the transformation on offer with an appeal to your client avatar. Your phrasing should appeal to the values of this target client.

For example, if you design a program to help time-strapped executives build emotional intelligence, don’t call it “Feelings First.” Instead, something like, “Strategic EQ for High Performers” will resonate more with their goals and identity.

Experiment with different names, and if you can, run it past your target audience to get feedback and see if it resonates. The name should sing to them!

4. Define the structure of your program

Next, think about the key steps involved in the transformation you’re offering and how to marry these with a delivery method and pace that suits your target audience.

Questions to ask yourself:

• What topics do I need to cover, and in what order?
• How many modules should the program be?
• How much time should each module take?
• What is the overall timespan of the coaching program?
• What delivery method would be best (e.g., in person, online, in a group)?

For example, busy CEOs may have limited bandwidth and only be able to do one hour per week via a conference call. They may also benefit from components of the curriculum that can be completed asynchronously.

Also note that your coaching modules don’t all need to be the same length. Sometimes, it makes sense to start or end a coaching program with an “intensive” spanning several hours or even days, especially when your coaching uses a group format.

Use your discernment to decide what structure will make the experience the most feasible and valuable to your target clients.

5. Prepare your materials

Now that you’ve got the bare bones of your program, it’s time to start fleshing it out by preparing your materials.

A useful starting point is to develop session outlines for each module. These should include:

• Session topic
• Learning objectives
• Key concepts
• Activities
• Resources
• Assessments
• Homework

The activities, resources, assessments, and homework are where you can get creative and really build out your coaching tool kit. It’s also a chance for you to appeal to different learning styles beyond the standard classroom-style approach.

You can try incorporating:

• Personality assessments
• Worksheets
• Reflection exercises
• Journaling prompts
• eBooks
• Case studies
• Videos

If you’re looking for a broad selection of worksheets, assessments, and prompts to pick from, be sure to check out our own Positive Psychology Toolkit©, containing over 600 evidence-based resources across a range of themes, including relationships, mindfulness, career growth, and more.

3 Coaching Program Examples

As you prepare to design your signature curriculum, it can be helpful to see examples of proven, repeatable formats in different niches. Take a look at these examples for some inspiration.

1. HealthyGamer: Individual and group coaching programs

HealthyGamer’s coaching packages stand out for their exceptionally well-targeted offerings, which speak directly to a generation navigating identity, burnout, anxiety, and life direction in a hyperconnected world.

The accessible 20-week packages, created by Harvard-trained psychiatrist and gamer Alok Kanojia, provide both one-on-one and group coaching options suited to objectives ranging from confidence and life purpose to career clarity and emotional resilience.

2. Lisa A. Romano: 12-week breakthrough coaching program

This trauma-informed relationship coaching program is designed for adults who are stuck in patterns of toxic relationships, codependency, or self-abandonment. The curriculum is organized into a clear, three-phase structure: awakening, accountability, and ascension.

Each week, clients engage in live group sessions, video trainings, journaling prompts, and guided meditations, all aimed at helping them reclaim their identity, build emotional resilience, and set boundaries.

3. Charlene Lam – Curating Grief

Curating Grief is a highly individualized grief coaching program designed to help emotionally intelligent, high-functioning adults navigate the psychological and practical impact of loss.

On the website, you’ll notice how Lam speaks directly to the responsible ones, those holding it together externally while feeling quietly overwhelmed inside, a clearly defined and deeply resonant target audience.

4 Coaching Program Templates

There’s no need to reinvent the wheel when it comes to designing your coaching program.

In fact, there are some standard tools of the trade that almost all coaches use that will help ensure your program feels structured and that your clients can clearly see their progress.

Here are four key coaching models and templates that can support you.

1. The wheel of life

The wheel of life is a simple yet powerful template that is great for establishing initial goals during a series of coaching sessions. The tool asks clients to evaluate their life on a scale of 1 to 10 across different domains:

1. Money and finance
2. Career and work
3. Health and fitness
4. Fun and recreation
5. Environment
6. Community
7. Family and friends
8. Partner and love
9. Growth and learning
10. Spirituality

Based on these evaluations, you and your client can then identify areas of satisfaction vs. dissatisfaction as a starting point for goal setting. Consider subscribing to the Positive Psychology Toolkit© for an easy-to-use wheel of life exercise you can apply right away.

2. The GROW model

Originally put forward in the book Coaching for Performance by John Whitmore (1988), the GROW model has become a mainstay in coaching circles. This four-letter acronym represents the following:

• Goal
  Describe the client’s desired outcome.
• Reality
  Explore the current circumstances.
• Options
  List potential strategies or solutions.
• Will (or Way Forward)
  Commit to a specific action plan.

The GROW model remains popular for good reason: its simplicity, flexibility, and client-centered approach. Learn more in our dedicated blog post on the GROW coaching model.

3. The PERMA model

PERMA is another widely used framework among coaches. Developed by one of the founding fathers of positive psychology, Martin Seligman (2011), the model focuses on each of the five elements believed to help forge a happy life:

• Positive emotions
  Experiencing joy, gratitude, hope, and other positive emotions
• Engagement
  Participating in activities that use your strengths and promote flow states
• Relationships
  Building deep, supportive, and meaningful connections with others
• Meaning
  Having a sense of purpose or belonging to something greater than yourself
• Accomplishment
  Pursuing and achieving goals for their own sake, whether personal or professional

Check out this dedicated article offering PERMA worksheets and activities.

4. SMART goals

Once you’re up to the goal-setting phase of your coaching, you may find it helpful to use a SMART goal template to help clients feel clear and stay accountable when it comes to their goals.

Each letter in the SMART acronym represents a key principle for writing effective goals (Doran, 1981):

• Specific
  Goals should be clearly stated and well defined.
• Measurable
  Progress should be trackable.
• Achievable
  Goals should be realistic.
• Relevant
  Goals should align with the client’s broader values.
• Time-bound
  Goals should have a deadline or target date for completion.

Using the SMART framework helps clients turn broad intentions into focused, actionable steps. It’s especially helpful for clients who feel stuck, scattered, or unsure of where to begin.

You can start using this framework right now with our free SMART Goals worksheet.

Executive Coaching Programs vs. Life-Coaching Programs

As part of planning your coaching program, you’ll need to determine your niche and target clients. When deciding on this, an initial, high-level distinction you may want to make is whether you want to offer executive coaching or life coaching.

Executive coaching focuses on the skills most relevant to leadership, management, and productivity in the domain of business. In contrast, life coaching focuses on skills relevant to broader personal development.

It goes without saying that abilities from the latter could be transferred to the former. For example, skills like stress management, boundary setting, and emotional intelligence are equally useful in the boardroom as they are in daily life. But the language, the intended results, and the framing will probably be different.

Another difference is that executive coaching tends to come at a higher price point. Is this additional expense to clients worth it?

The science says: Yes.

One study by McInerney and colleagues (2021) found that the cognitive, behavioral, and emotional benefits of executive coaching were ongoing for several months after the conclusion of formal sessions. Further, many of the benefits only emerged after the coaching was over, suggesting its potential to plant valuable seeds in the minds of its participants.

If you’ve got a background in business or working with high-performance executives, consider whether you would be well placed to design a coaching program to support this niche target client.

Launching & Marketing Your Coaching Package

With your coaching package ready to go, you’ll need to put on your marketing hat and figure out how to promote it to potential clients.

This will look different for everybody, but it’s important to find an approach that works for you and is sustainable.

A key general rule is that if you don’t enjoy the process of marketing, you need to find a different approach— because your enthusiasm (or lack thereof) will bleed through in your communications.

Here are some approaches you might take:

• Try creating content on social media (e.g., TikTok, Instagram) showcasing your expertise.
• Start blogging about the themes of your coaching on a platform like Medium or Substack.
• Reach out to local community centers and wellness spaces to offer introductory workshops or talks.
• Build an email list with a free resource (like a checklist or worksheet) and nurture subscribers over time.
• Partner with aligned professionals (e.g., therapists, yoga instructors, HR consultants) for referrals.
• Offer a free discovery call or mini session to give people a taste of your coaching style.

The goal is to choose a few tactics that align with your personality, audience, and strengths and implement them consistently. Marketing becomes much easier when you treat it as an extension of your mission rather than a standalone endeavor.

Effective Coaching Resources From PositivePsychology.com

The following free templates are helpful in various stages within the development lifecycle of your signature coaching program.

• Checklist for building a coaching program
  A detailed checklist to help you with the creation, introduction, and improvement of your signature coaching program — from identifying your offer to successfully marketing it
• Capture the problem statement
  A worksheet to help you clearly define your clients’ main challenges so you can precisely customize your coaching offer and ensure it meets their needs
• Coaching program blueprint
  This blueprint is ideal to help you build out your program and decide what you will offer.
• Online feedback request form
  An editable template to help you collect focused feedback from potential clients, which is ideal for honing your coaching offer for your target clients

If you’re looking for more science-based ways to help others enhance their wellbeing, this signature collection contains 17 validated positive psychology tools for practitioners. Use them to help others flourish and thrive.

A Take-Home Message

One of the most fulfilling things a coach can do is develop their own signature coaching program. It allows you to align your skills, story, and strengths with the people you’re best equipped to help — on your own terms.

Whether you’re still defining your niche or refining your offer, the process outlined above gives you a strong foundation for creating something meaningful and scalable. Have fun using the examples and templates we’ve provided to stay organized and get inspired.

With the right tools and mindset, you’ll be more than ready to bring your vision to life.

We hope you enjoyed reading this article. Don’t forget to download our five positive psychology tools for free.

ED: Updated Oct 2025