Why Therapy Clients Are Hiring Coaches (And Leaving Therapy Behind)
Dr. Lisa Marie Bobby is a licensed psychologist, licensed marriage and family therapist, board-certified coach, AAMFT clinical supervisor, host of the Love, Happiness, and Success Podcast and founder of Growing Self.
Your therapy clients are cheating on you with coaches. There, I said it. I know, it stings. But as a fellow therapist, supervisor, and coaching educator… you need to know what’s really going on out there and why therapy clients are hiring coaches. Because what you don’t see? It might just be quietly reshaping your practice right under your feet.
In a recent episode of Love, Happiness and Success for Therapists, I pulled back the curtain on something many of us have suspected, but few are talking about: why therapy clients are hiring coaches instead of staying in therapy. And most importantly — what you, as a therapist, can do about it (without setting your license on fire).
The Silent Shift You’re Sensing? It’s Real.
Let me take you inside a moment that stopped me cold. I was in one of my therapist coaching internship groups — a cohort of brilliant clinicians training in coaching psychology — and one by one, they all started asking the same question:
“What do I do if my coaching client is also in therapy… with someone else?”
And it wasn’t just one or two therapists. It was half the group. That’s when it hit me: this isn’t a fluke. This is a pattern.
These weren’t clients with dual needs split between coaching and therapy — like coaching for personal goals and therapy for managing a bipolar diagnosis. Nope. These were high-functioning people who were still seeing therapists just to talk, while coming to our coaching interns to actually move forward.
If you’ve been in private practice for a while, you’ve probably started to feel it too. That unspoken disconnect. The way your sessions sometimes start to feel more like emotional housekeeping than growth. Maybe you’ve even had a client sheepishly mention that they’re also “working with a coach.” Or maybe a client has mentioned that therapy might not be working for them any more. Or they quietly drift away after a few months with no real resolution.
This isn’t random. It’s the new reality. And it’s one that demands your attention.
Many Therapy Clients Aren’t Looking for Therapy
Now before anyone comes for me — I love therapy. I believe deeply in the healing power of insight, connection, and presence. But here’s the truth:
Insight alone doesn’t change lives.
Therapy, especially in private practice, has traditionally been centered around creating safety, understanding, and exploration. We’re trained to diagnose, to treat, to reflect. But what many clients are now desperately seeking is… transformation.
They’re asking:
- “How do I get unstuck?”
- “What do I do next?”
- “How can I finally follow through on my goals?”
And instead of getting actionable strategies, they’re getting more talk. So they start looking around. And they find Mel Robbins. Or Tony Robbins. Or the coach who used to be a real estate agent but now has a three-part Instagram-friendly process for changing your life in six weeks.
And guess what? Those people are speaking directly to your clients’ desires.
Free CE Training for Therapists!
Think You’re Coaching?
8 Red Flags You’re Doing Therapy
If you’re offering coaching without formal training, you could
be crossing ethical lines without realizing it. This training gives you the clarity, structure, and skills to stay in bounds—
and earn 1 NBCC CEU credit.
The Therapist’s Dilemma: Competence, Ethics, and Relevance
Here’s the tough love: if you’re not actively treating a mental health disorder, and you’re still relying solely on traditional therapy tools for high-functioning, growth-oriented clients… you’re probably not meeting their needs.
And ethically? That matters.
Our code of ethics requires not just non-malfeasance (do no harm), but also beneficence — actually helping our clients improve their lives. If they’re stuck, unchanging, or seeking support elsewhere, we have to ask: are we doing our job?
And even more importantly — are we equipped to?
Coaching Psychology: The Missing Link
Let’s talk solutions. No, I’m not suggesting that you become one of those cringe-y “coaches” with zero training or certification and a Canva addiction.
What I am saying is this:
Therapists who learn evidence-based coaching psychology become unstoppable forces of transformation.
When you combine your clinical insight with coaching tools like:
- Values-based goal setting
- Behavioral design
- Accountability systems
- Outcome-focused strategies
…you’re not just helping clients understand themselves — you’re helping them become who they want to be.
This is the essence of my Coaching Certification for Therapists program, and why I created it. Because we need more therapists who can confidently straddle both worlds — ethically, skillfully, and powerfully.
Want to Go Deeper?
If this topic is lighting you up (or making you a little uncomfortable), I highly recommend you listen to the full podcast episode “Why Therapy Clients Are Hiring Coaches” on Love, Happiness & Success for Therapists at the top of this page or wherever you listen to your podcasts.
I also encourage you to check out some of my other podcast episodes:
- Be a Better Therapist By Learning How to Coach
- What Every Therapist Should Know About Coaching
- The Risks of Therapists Coaching Without Certification
These are the tools you didn’t get in grad school — but that today’s therapy clients are already expecting you to have.
Let’s Keep This Conversation Going
If reading this gave you a little jolt (in a good way), I want to invite you into something more.
Check out my registered credential training Think You’re Coaching? 8 Red Flags You’re Actually Doing Therapy. If you’re offering coaching without formal training, you could be crossing ethical lines without realizing it. This training gives you the clarity, structure, and skills to stay in bounds—and earn 1 NBCC CEU credit. Whether you’re looking to expand your skills, start working with non-clinical clients, or just want to feel more effective in this new landscape — this training is here to support you. It’s ethical. It’s research-backed. And it’s designed by a therapist, for therapists.
And hey — let’s connect on LinkedIn, too. I’m regularly hosting registered credential training sessions and sharing my latest findings dedicated to helping us therapists create growth, happiness and success in our lives. I love connecting with thoughtful professionals like you. Come say hi, share your thoughts, and let me know what resonated with you.
Xoxo
Dr. Lisa Marie Bobby
P.S. If you found this helpful, think of another therapist who might need to hear it too. Maybe someone quietly wondering why their clients are drifting away, or feeling unsure about how to pivot in their career. Forward this article, or share it in your favorite therapist Facebook group, peer supervision circle, or clinical Slack. You never know who needs this nudge.
Resources:
Lai, Y. L., & McDowall, A. (2014). A systematic review (SR) of coaching psychology: Focusing on the attributes of effective coaching psychologists. International Coaching Psychology Review, 9(2), 118-134. https://eprints.bbk.ac.uk/id/eprint/51154/
Hart, V., Blattner, J., & Leipsic, S. (2001). Coaching versus therapy: A perspective. Consulting Psychology Journal: Practice and Research, 53(4), 229. https://psycnet.apa.org/fulltext/2002-00097-002.html
Kuncewicz, D., Lachowicz-Tabaczek, K., & Załuski, J. (2014). Why insight in psychotherapy does not always lead to behaviour change. Polish Journal of Applied Psychology, 12(2), 99-122. http://archive.sciendo.com/PJAP/pjap.2014.12.issue-2/pjap-2015-0011/pjap-2015-0011.pdf
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