Finding Your Niche as a Nutrition Coach
May 23, 2025
If You Want to Make More Money as a Nutrition Coach, You Need to Niche Down
If you're an online nutrition coach trying to help everyone, you’re probably helping no one. One of the smartest (and most profitable) things you can do is niche down. But how exactly do you do that without overthinking yourself into a hole?
In today’s blog, I’m walking you through a super clear, step-by-step method to help you find your niche as a nutrition coach so you can make more impact and more income.
Why Niche Down?
Two big reasons:
1. You become an expert, and experts get better results.When you're trying to help everyone, you end up spreading yourself so thin that you help no one.
Most coaches start here: wanting to be helpful, open, and accommodating. But the truth is that mindset keeps you stuck. When you try to speak to everyone, no one really hears you.
Once you stop trying to be everything to everyone, you can actually dig into your strengths. You get to focus. You get to build confidence. And the better results you get for your clients, the more your reputation grows.
2. Your marketing gets so much easier.When you know who you’re talking to, your content writes itself. You can speak directly to the exact struggles, dreams, and goals your audience has. They’ll feel seen. And when someone lands on your page, they'll instantly know you’re the coach for them.
Yes, that means some people won’t feel like your coaching is for them. But that's the point. You don’t want to be everyone’s coach, you want to be their coach.
Now let’s get into how you actually niche down.
Step 1: Start With You
The best place to look? Your own life.
Ask yourself:
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What have I personally overcome with nutrition?
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What topics am I obsessed with researching or talking about?
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Who do I naturally feel excited to help?
Maybe you struggled with gut health while doing shift work. Maybe you used macros to heal your relationship with food. Maybe you used to be an athlete, and now you’re navigating fueling your body in your 30s.
Chances are, the person you're best suited to help is a past version of you.
Take my client Chelsea. She's a former weightlifter and research scientist who became a yoga instructor. At first, she thought she had to go full “green juice and granola” mode to attract her yoga crowd. But she noticed something interesting: people at her studio wanted to lose weight and feel stronger, not just sit in a lotus pose and sip herbal tea.
Chelsea used her own story: balancing yoga with performance nutrition, to build a niche that felt aligned. Now she gets to talk about yoga and movement and help people nourish their bodies. It's magnetic. People know exactly what they’re going to get when they land on her page.
Step 2: Validate the Niche
Don’t skip this. Just because you’re passionate about something doesn’t mean there’s demand.
Validation is about making sure real people actually want the thing you want to offer.
Here’s how:
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Start conversations. Talk to people who fit the profile. Ask questions.
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Look at competitors. If others are coaching the same audience, good. It means there’s a market. If literally no one else is doing it? That might be a red flag.
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Scope their content. What are they talking about? Who are they targeting? And where is the opportunity for you to bring something unique to the table?
This isn’t about copying, this is about seeing what’s already working and finding your own space.
Want to Learn More?
Watch the full video to learn how to find your coaching niche!
Step 3: Understand Their Problems
The better you understand your audience, the more effective your messaging becomes. This is where you stop making assumptions and start digging.
Here’s where to look:
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Client testimonials: What are people celebrating?
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Amazon reviews: Search terms like “busy mom weight loss” and read the 1-star and 5-star reviews. What do people love? What’s missing?
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Social media comments, Reddit threads, Facebook groups: It’s all market research gold.
When you understand the pain points, desires, and daily realities of your niche, you stop guessing and start speaking directly to what they need.
Step 4: Make an Offer
Now it’s time to test your idea in the real world.
Post about your new coaching direction on social. Let people know who it's for, how it helps, and why now's the time. Sweeten the deal with a discounted rate or bonus for early sign-ups.
You might not get a flood of clients on Day 1, and that’s okay. Sometimes it takes a few months of consistent content and real conversations to get momentum.
What matters is that you start.
Summary
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Get specific. Speak to one person, not the whole internet.
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Start with your story and experience.
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Make sure people actually want what you’re offering.
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Get inside your audience’s head, then create content that speaks to that.
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Test it. Refine it. And go all in.
Niching down is a game-changer for your coaching business. It will help you stand out, build authority, and attract clients who are genuinely excited to work with you. It’s worth it, I promise.
