The Benefits of Face-to-Face and Online Health Coaching
by Dr. Erin Nitschke
Health coaching is a unique profession with a distinct goal of helping clients discern and achieve meaningful lifestyle-change goals. Health coaches not only possess a sophisticated understanding of fitness and nutrition principles, but they also support clients in identifying and strategically addressing the more complex emotional, behavioral, physical and lifestyle factors related to the process of behavior change. In essence, health coaching isn’t about propelling a client toward a weight-centered goal, for example; it’s about nurturing positive, sustainable change.
The “best” or “most effective” way to coach clients toward success has yet to be determined. There are, however, multiple methodologies and approaches health coaches can employ when working with clients. The method or approach you select will depend on your clients’ needs, desires, goals and preferences. When establishing your health-coaching platform, consider these points as you move forward in shaping your business.
Face-to-face Coaching Advantages
Traditionally, health coaching takes place in a face-to-face setting, much like personal training or group fitness. A health coach meets one-on-one with a client in a predetermined location, such as a gym, traditional office or corporate setting.
The benefits of face-to-face coaching are similar to the benefits derived from a face-to-face conversation. In person, the health coach can experience the client’s nonverbal communication in its entirety. A face-to-face environment also makes it easier for the coach to demonstrate their support and encouragement through nonverbal cues that mirror verbal affirmations and comments made.
Other benefits include the ability to maintain eye contact, develop a strong personal connection, hear and respond to each other’s tone of voice, and observe facial expressions.
Undoubtedly, there are unique nuances of communication that take place in a face-to-face in-person environment that can be lost or underappreciated in virtual forms of communication.
Face-to-face Coaching Considerations
Just as there are benefits to face-to-face contact, there are also drawbacks. First, offering coaching services in this style limits your availability to a specific geographic area, which makes it challenging to grow your business beyond your physical borders. Second, there are specific business costs associated with face-to-face sessions (e.g., office space, rent, utilities and commuting requirements). These costs are generally not the same for a virtual environment. Weather, unexpected work meetings, traffic and other obstacles can force session cancellations.
From the client’s perspective, face-to-face coaching sessions may be less than desirable due to a chaotic work schedule, inability to secure childcare, too many family obligations and other potential challenges. Still, all clients have different needs and desires and will likely gravitate toward one coaching environment over another. Clients will also likely express their preferences for sessions when they seek your services. This gives you an opportunity to shape your coaching platform as necessary.
Online Coaching Advantages
Online coaching is a growing trend in the fitness industry and health coaches are finding new ways to harness the power of technology to bolster their businesses and connect with potential consumers. Remote health services have also taken hold in the medical field with the upsurge in telemedicine.
The advantages to a remote coach approach include convenience, minimal overhead expenses, efficiency, the ability to connect with clients living in any part of the world, and minimal-to-no travel time for either the client or the health coach. In short, online coaching has changed the landscape of the profession.
Online Coaching Considerations
Technology can be a double-edged sword, as it has connected us in many ways and disconnected us in others. While online coaching may reach more consumers, it’s also possible that its sometimes virtual nature might make some consumers feel less connected to others, thereby negatively impacting social support (which is a predictor of success).
In addition, just as face-to-face communication allows us to better interpret and understand clients’ nonverbal cues, this is a greater challenge in a virtual environment. The use of video platforms can help alleviate some of this, but perhaps not fully replace face-to-face interactions. Lastly, variations in time zones and the potential for technology failures can also impede success and effectiveness in an online coaching environment.
Hybrid Approach
Each client you interact with may require a different approach. While online coaching may be a best practice for a certain population of users, it may be a barrier for others. Right now, there doesn’t appear to be a best practices model to emulate and, therefore, it will likely take time for you to determine the best options for your business.
If you’re interested in online coaching, there’s no rule that says you must commit to one format over another. It’s possible to market yourself as both an in-person and online coach. For example, if you have current clients who enjoy the face-to-face sessions but would likely benefit from additional online sessions, offer those as options and as part of your services package.
Additionally, if you are a professional who is somewhat geographically isolated or located in a rural region with less critical mass than a larger city has to offer, consider expanding your services to the online space to nurture a wider market.
Final Thoughts
Whichever direction you choose to go, remember to secure liability insurance. There are liability issues anywhere health coaching takes place, whether that is in a client’s home, a local park, online or in a studio or gym. Be sure to research the various liability insurance options available and, if you are considering online coaching, be assured that the option you select is comprehensive enough to cover that platform of coaching.
Some clients thrive on their ability to marry technological tools with their health and wellness goals. Others, however, do not respond well to the use of technology and prefer a face-to-face method. Everyone has different preferences and styles, and health coaches have a responsibility to respond to those preferences on an individual level to foster success and elevate each client’s experience.
