The reasons adults hire a coach most often focus on improving performance (in areas such as personal growth; finances; career), or on well-being (health; fun and recreation; family and friends; significant relationship; physical environment).

Children and youth, particularly those at risk, can benefit from coaching too. Their parents, teachers or counselors most often identify the following issues:
Having a coach has helped many adults accelerate their achievement. We apply the same coaching principles to children and youth. In our increasingly fractured and frantic communities too many children and youth need a helping hand beyond what their families and schools can consistently provide. Coaching provides a non-judgemental approach to listening and guiding youth towards what they need.