What is a ‘life coach’?

In recent years, the term "life coach" has become a buzzword, often misunderstood or misrepresented. Many people still don’t have a clear idea of what life coaching truly entails—and that’s understandable. In this article, I try and shed some light on the elusive concept!

Life coaching traces its roots to sports coaching, which has always been about enhancing performance. Over time, however, this practice expanded into the world of business. The focus shifted from optimizing athletic performance to unlocking the potential of leaders within organizations. This approach, often referred to as “personal coaching,” has grown beyond corporate boardrooms and is no longer reserved for the elite.

Despite its increasing popularity, misconceptions persist. Some view coaching as a fringe, guru-led trend, while others believe it’s a high-performance tool available only to CEOs and top executives. Neither perception is accurate. Life coaching is a powerful resource that anyone can use to grow—personally, professionally, or both.

Life coaching is, at its heart, a collaborative process that empowers individuals to unlock and maximize their potential. Unlike consulting or advising, coaching isn’t about being told what to do. Instead, it’s a client-driven journey where the coach uses insightful questions, active listening, and constructive challenges to guide you toward discovering your own solutions.

We often move through life viewing ourselves from a single perspective. Seldom do we get the chance to have someone hold up a mirror, allowing us to see ourselves from all angles and gain a true, 360-degree view of who we are. This is the unique role a coach plays—helping you see your full self and embrace your potential and the things that are getting in the way.

Through this process, clients gain clarity, shift perspectives, and overcome limiting beliefs. It’s about moving from where you are now to where you want to be, with the coach as a partner in that transformation.

The term “life coach” can sound a bit grandiose, which is why some are quick to dismiss it. However, in reality, the term simply reflects the idea that coaching supports growth across both personal and professional domains.

A common misconception is that a coach is someone who has “mastered life” or hands out life advice! Neither is correct. In truth, the coach’s primary role is to help you unlock the answers you already have within yourself. They aren’t there to solve your problems or tell you what to do - instead, they guide and empower you to find your own path forward.

Everyone deserves to have a life coach in their corner helping them to realise their full potential!