Women in The Coaching Arena

Imagine spending weeks preparing a launch, attracting over 100 people to your free challenge, and making just one sale. That’s exactly what happened to Joanna Lott when she first launched her coaching programme.
Five years later, that same programme has generated over £500,000 in revenue, without the pressure of constantly launching.
In this episode, Jo shares why she moved away from traditional launches and built an evergreen business model that allows clients to join throughout the year.
Jo also explores when launching does make sense and shares five questions to help you decide which approach is right for your coaching business.
Timestamps
00:00 - 100 Sign-Ups, One Sale
02:35 - Why Free Doesn’t Mean Ready to Buy
03:30 - Moving to an Evergreen Model
05:20 - How Evergreen Marketing Works
07:00 - When Launching Makes Sense
08:20 - Five Questions to Ask Yourself
10:45 - Building a Sustainable Coaching Business
The most effective marketing strategy isn’t necessarily the one that creates the biggest buzz. It’s the one you can sustain, that builds trust with your audience and helps the right clients find you.
Want to attract more paying coaching clients without relying on constant launches?
Jo shares a free video training, How to secure more coaching clients' free training, to help you take practical steps towards building a sustainable coaching business.
Useful Links
Learn about The Business of Coaching programme
Signature Solution Course
Download the Free Digital version of Coaches' Planner (NEW edition 2026)
Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches
Download the 12 ways to get clients now
Connect with Jo on LinkedIn
Rate and Review the Podcast
If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify.
If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: joanna@joannalottcoaching.com
Enjoyed This Episode?
Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.

Have you ever scrolled through Instagram and wondered why every other coach seems to be doing better than you? The perfect businesses, incredible income claims and endless success stories can leave even experienced coaches questioning themselves.
In this episode of Women in the Coaching Arena, Jo Lott exposes what she calls Mean Girl Marketing and explains how misleading success claims, shame-based messaging and manufactured urgency are damaging confidence across the coaching industry.
Jo shares a surprising experience that completely changed how she viewed some of the loudest voices online, why visibility doesn’t necessarily equal success, and how to recognise marketing that builds trust rather than undermines your confidence.
With experience supporting over 200 coaches and building a successful coaching business around school hours, Jo explains why you don’t need aggressive marketing tactics or exaggerated claims to attract clients.
Timestamps
00:00 - The Instagram Post That Changed Everything
01:25 - What Is Mean Girl Marketing?
02:00 - Visibility vs Real Success
03:00 - The Truth Behind Income Claims
04:00 - How Marketing Damages Confidence
05:30 - Why Good Coaches Give Up
06:15 - Spotting Fake Success and Scarcity
08:00 - What Honest Marketing Looks Like
Sign up for The Honest Edit, Jo’s regular newsletter for more honest conversations about building a coaching business, plus invitations to workshops and live events.
Useful Links
Learn about The Business of Coaching programme
Signature Solution Course
Download the Free Digital version of Coaches' Planner (NEW edition 2026)
Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches
How to secure more coaching clients' free training
Download the 12 ways to get clients now
Connect with Jo on LinkedIn
Rate and Review the Podcast
If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify.
If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: joanna@joannalottcoaching.com
Enjoyed This Episode?
Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.

Getting coaching clients has changed. After six years of building her coaching business, Jo shares what has genuinely worked and why some of the advice coaches are still following simply isn’t enough anymore.
Timestamps
00:00 – Getting Clients Has Changed
02:05 – Why Posting Isn’t Enough
04:00 – Get More Specific
05:15 – Shallow vs Deep Marketing
08:00 – Have Real Conversations
10:45 – What Actually Worked
12:40 – What to Do This Week
Sign up for The Honest Edit, Jo’s regular newsletter for more honest conversations about building a coaching business, plus invitations to workshops and live events.
Useful Links
Learn about The Business of Coaching programme
Signature Solution Course
Download the Free Digital version of Coaches' Planner (NEW edition 2026)
Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches
How to secure more coaching clients' free training
Download the 12 ways to get clients now
Connect with Jo on LinkedIn
Rate and Review the Podcast
If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify.
If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: joanna@joannalottcoaching.com
Enjoyed This Episode?
Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.

What does it really take to build a coaching business that replaces your salary… and eventually goes far beyond it?
This episode is for you if you’re building your coaching business and wondering whether you’re moving fast enough, earning enough or doing enough.
Jo shares her actual income journey from £0 to building a £200K+ coaching business, including the years when very little seemed to be happening. Jo wants to give you a much more realistic picture of how long it can take to build a sustainable coaching business, because comparing your first year with someone else’s fifth can make you feel like you’re failing when you may actually be making brilliant progress.
In this episode:
00:00 – The Coaching Income Reality
02:30 – How My Business Started
04:20 – £0 to My First £25K
06:00 – What Changed My Growth
08:00 – A Realistic Income Timeline
12:20 – Building From Financial Stability
15:10 – What Speeds Up Your Growth
18:40 – Business or Hobby?

“The coaches who will succeed are definitely not more talented than you. They’re not smarter than you. They just kept going.” - Jo Lott
Your next step: work out the financial baseline you genuinely need from your business, then set yourself a good target and a bigger target. Knowing your numbers gives you something real to build towards.
And if you take one thing from this episode, let it be this: give your business enough time for all the work you’re doing now to compound. Keep learning, keep marketing and keep going.
Useful Links
CEO Scorecard Quiz
Learn about The Business of Coaching programme
Signature Solution Course
Download the Free Digital version of Coaches' Planner (NEW edition 2026)
Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches
How to secure more coaching clients' free training
Download the 12 ways to get clients now
Connect with Jo on LinkedIn
Rate and Review the Podcast
If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify.
If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: joanna@joannalottcoaching.com
Enjoyed This Episode?
Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.

You can know exactly what you want to say, then the moment you hit record, walk into a networking event or start speaking in front of a room, suddenly your voice changes. You speed up, forget to breathe, lose your words or simply don’t sound as confident as you know you can be.
Joanna is joined by Sara Bagheri, founder of Fluence Comms and a speech, language and voice therapist with over 20 years’ clinical experience. They explore what actually makes someone sound confident and authoritative, why nerves affect your voice and the small, practical changes you can make to how you speak - without trying to become someone you’re not.
In this episode:
01:20 – Slow Down and Pause
05:40 – What Nerves Do to Your Voice
10:30 – Release Tension Before Speaking
15:10 – Change Your Pace Naturally
19:00 – Stop Upspeak Undermining You
25:20 – Build Trust in 30 Seconds
30:20 – Practise Before the Big Moment
You don’t need to wait for the big presentation, webinar or networking event to practise. Start using your voice differently in the everyday conversations you’re already having.
Your next step: Record yourself speaking for just 30 seconds. Watch it back with curiosity rather than criticism and notice one thing that worked well and one thing you’d like to practise.
Connect with Sara Bagheri on LinkedIn
Visit Fluence Comms to learn more about working with Sara
Useful Links
Learn about The Business of Coaching programme
Signature Solution Course
Download the Free Digital version of Coaches' Planner (NEW edition 2026)
Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches
How to secure more coaching clients' free training
Download the 12 ways to get clients now
Connect with Jo on LinkedIn
Rate and Review the Podcast
If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify.
If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: joanna@joannalottcoaching.com
Enjoyed This Episode?
Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.