Coaches Coaching Coaches Who Coach Coaches: A Satirical Guide to Navigating the Circus 🎪

by Benny Kennedy, MBA CMST

It starts innocently enough.

You meet someone at a networking event who proudly announces: “I’m a success coach.”

“Oh wow,” you reply. “What do you coach?” Their answer? “I coach coaches on how to coach other coaches!”

Cue the Twilight Zone music.

Welcome to the endless loop of the modern coaching industry, where, somewhere between a LinkedIn motivational post and a coffee shop Wi-Fi connection, everyone became a coach of coaches. No touchdowns, no world championships, no business exits — just “coaching energy” floating through cyberspace like a tumbleweed of vague promises.

Real-World Analogy #1: The Restaurant with No Food

Imagine walking into a restaurant. You ask, “What’s on the menu?” The server responds, “We don’t actually serve food. We coach other restaurants on how to have food.”

You’d walk out, right? Yet in the coaching industry, this absurdity is somehow acceptable.

Real-World Analogy #2: The Gym Where No One Trains

Suppose you paid for a gym membership. You show up, and instead of weights, there’s a guy named Kyle who tells you, “Here, we train trainers who train trainers.” Meanwhile, everyone is walking around giving each other high-fives for thinking about squats, but nobody’s done a rep in years.

Sound ridiculous? That’s what buying from a coach-of-coaches-who-coaches-coaches can feel like.

Where Did It All Go Wrong?

Two words: low barriers.

In a world where buying a $27 online course lets you slap “Certified Coach” in your Instagram bio, it’s easy to sell confidence without competence. Many of these “coaches” haven’t actually built anything, led anyone, or sold a thing (other than the dream of being a coach).

And so the coaching economy has created its own echo chamber:

• Coaches with no real-world experience.
• Certifications given by companies that were founded last Tuesday.
• Testimonials from other coaches who needed a testimonial back.

How to Spot a Real Coach (Without Getting Bamboozled)

✅ Real Track Record: They’ve actually achieved results outside the coaching world — business growth, leadership, sales mastery, real transformations.

✅ Behavioral Focus: They help you change habits, not just pump your tires full of “you got this” platitudes.

✅ Tangible Frameworks: Look for structured programs (like NASP’s 45-Day Certifications) that are based on behavioral science, strategic action, and real accountability.

✅ Mentorship Mindset: They care more about your transformation than their own image.

✅ Less Instagram, More Impact: If their biggest flex is how many inspirational quotes they post, beware. If they can walk you through a real blueprint, lean in.

Final Thought: Choose Your Sherpas Wisely

Coaching — when done right — is one of the most transformational forces in the world. It’s sacred work, not a side hustle to escape reality.

So next time someone tries to coach you on coaching someone else who’s coaching another coach… smile politely. Then go find someone who knows how to build muscle, not just sell protein powder.