"I work with coaches and other people who know too much."
This is the mantra of Kate Solovieva, a former psychology professor, Precision Nutrition (PN) Master Coach, and the organization’s Director of Community Engagement. In the coaching industry, Solovieva occupies a unique vantage point. Through her work as an instructor for the PN Level 2 Master Health Coaching Certification, a facilitator for elite coaching communities, and a practitioner in her own private practice, she has a front-row seat to the internal lives of thousands of health professionals.
While most industry advice focuses on the client-coach relationship, Solovieva specializes in the coach-to-coach dynamic. She has observed that even the most well-intentioned professionals fall into the same psychological and operational traps. In this analysis, we examine three common pitfalls that hold back coaching practices, the underlying reasons these mistakes occur, and the actionable strategies to overcome them.
The Anatomy of the Coaching Business: A Three-Legged Stool
To understand where coaches falter, one must first understand the structural integrity of a coaching business. Solovieva often likens a successful practice to a three-legged stool: coaching, business, and personal development.
"The vast majority of folks who enter this industry start exclusively with the ‘coaching’ leg," Solovieva notes. "They want to become the best coach they can be, which is an admirable pursuit. However, information and theory only take you so far. You cannot refine your craft in a vacuum."
The chronological reality for many new coaches is a cycle of "certification hoarding." Driven by imposter syndrome or a perfectionist desire to have all the answers, they delay the launch of their business to pursue further education. They believe that once they have 12 certifications, they will finally be "ready."
The data, however, suggests the opposite: Coaches who begin selling their services earlier gain a competitive advantage. By engaging with real-world clients—even when they feel underprepared—they build business acumen and practical experience simultaneously. Those who wait for a "complete" knowledge base often find that their theoretical brilliance fails to translate into client engagement.
Mistake #1: The Expert Trap vs. The Coach Approach
The most pervasive error identified by Solovieva is the tendency to prioritize "expert status" over actual coaching.
The Psychological Barrier
When a new coach enters a consultation, they are often terrified of the "unknown question." If a client asks a complex biochemistry question—like the precise ratio of omega-3 to omega-6 fatty acids in flax oil—the inexperienced coach feels mortified if they cannot provide a textbook answer. They view themselves as a walking encyclopedia.
The Shift in Strategy
Solovieva argues that this belief system is fundamentally flawed. "When I show up to a coaching conversation, my role is not ‘the expert,’" she asserts.
While a baseline of nutritional science is non-negotiable, the primary role of a coach is to facilitate behavioral change, not to provide a lecture. When a client poses a question, an expert might deliver a dense, academic explanation. A coach, however, treats the question as a window into the client’s underlying motivations.
For example, if a client asks about the dangers of seed oils, a coach should pivot: "That’s a great question. I can certainly get you some information on that, but I’m curious—why do you ask?"
In many cases, the client isn’t looking for a lecture; they are looking for a shortcut to weight loss, often triggered by anecdotal evidence from friends. By uncovering the why, the coach can move away from minutiae and toward the client’s actual goal—such as sustainable lifestyle change—which is far more effective than debating the merits of specific dietary fats.
Mistake #2: The Bias of Projection
A common, often unconscious error is assuming that a client’s values, priorities, and lifestyle capacity mirror one’s own.
The "Cloning" Problem
Coaches are often drawn to the profession because they value health, fitness, and nutritional discipline. It is easy to assume that because these things are intuitive to the coach, they should be intuitive to the client. When the client fails to adopt these values, the coach becomes frustrated, viewing the client as "difficult" or "lazy."
The Solution: Radical Curiosity
Solovieva suggests that coaches must "check their biases at the door." This involves shifting from an assumption-based model to an inquiry-based one. Before prescribing a meal plan or a workout routine, a coach must determine what the client is ready, willing, and able to do.
Questions like, "What inspired you to come in today?" or "What skills do you feel you are currently missing?" allow the client to define their own path. Even when a coach and client share surface-level similarities—such as being a parent or a fellow athlete—the coach should avoid projecting their own history.
Instead, use the "Relatability Pivot": "I know what this process was like for me, but what has it been like for you?" This creates a safe space for the client to express their own unique struggles without feeling pressured to conform to the coach’s narrative.
Mistake #3: The "Care Unit" Imbalance
Perhaps the most emotional hurdle for any coach is the tendency to become too attached to a client’s results.
The Currency of Care
At Precision Nutrition, the concept of "Care Units" is central to professional development. Care units represent the time, energy, and emotional investment a coach brings to a relationship. The danger arises when a coach begins to care more about the client’s progress than the client does.
While caring is a sign of a compassionate coach, it can lead to burnout and poor boundaries. When a client fails to execute a plan, the coach may feel personally responsible. However, a coach cannot control a client’s internal motivation.
Delineating Responsibilities
To mitigate this, Solovieva recommends a clear division of labor from day one:
- Coach Responsibilities: Providing resources, setting up systems, offering accountability, and remaining present and supportive.
- Client Responsibilities: Executing the habits, communicating honestly about barriers, and taking ownership of their daily choices.
By setting these boundaries early—or even including them in a formal contract—the coach protects the relationship. If a client "ghosts" or fails to meet goals, the coach can refer back to the established responsibilities. The coach’s job is to offer the roadmap; the client’s job is to drive the car.
Implications: The Path to Sustainable Success
The challenges Coach Kate Solovieva highlights are not signs of professional failure; they are milestones in the maturation of a coach. Whether it is the fear of not being an "expert," the tendency to project one’s own values, or the emotional burden of over-caring, these mistakes share a common root: an over-focus on the coach’s ego rather than the client’s journey.
Summary of Key Takeaways
- Don’t wait to be perfect: Selling your services is how you gain the experience necessary to be a better coach.
- Coach, don’t lecture: Use client questions as a diagnostic tool, not an excuse to show off your knowledge.
- Know your boundaries: Use "Care Units" as a metric to ensure you are investing energy appropriately.
- Validate the client’s reality: Always verify what the client is ready, willing, and able to do, regardless of your own personal habits.
For those looking to turn these insights into a career, the message is clear: The most successful coaches are not the ones with the most degrees, but the ones with the most empathy and the clearest boundaries.
As Solovieva reminds us, if you find yourself making these mistakes, it is because you care. That is not a weakness; it is the foundation upon which a long, sustainable career is built. By tempering that care with professionalism and structured processes, coaches can move from simply "knowing enough" to truly transforming lives.
For those interested in refining their craft, the Precision Nutrition Level 1 Nutrition Coaching Certification offers a comprehensive framework for applying these principles in a real-world setting. To learn more about navigating the complexities of the coaching industry, you can also explore the archives of the Coaches Compass podcast.
