What Does Online Coaching Include? What Coaches Need to Know

So, what does online coaching include? In most packages, five things: live sessions by video or phone, messaging between sessions, a written plan or program, regular check-ins that track progress, and resources such as worksheets, recordings or lessons. What changes from one offer to the next is the amount of each, how fast you reply, and what you leave out on purpose. There is no legal definition of an online coaching package, so the real answer is whatever your agreement says it includes, which is why the wording matters as much as the work.

We make Coachful, a coaching platform where those five pieces live in one place: booking, messaging, programs with habits and check-ins, courses and resources, and contracts and payments, with one login for you and one branded app for your client. It comes up where it genuinely helps below, mainly in the section on setting a package up. Most of this article is about the decisions themselves, which hold whatever tools you use.

Why does it matter exactly what your package includes?

Because a vague package is where most early refund requests, scope creep and quiet resentment start. A client who bought "12 weeks of coaching" and expected daily replies will feel short-changed by a weekly call, however good the call was. A coach who promised "unlimited support" will be answering messages at 11 p.m. by week three. Neither person did anything wrong; the package simply never said what was in it.

There is money at stake too. Inclusions are what clients compare when they look at your offer next to someone else's, and they are what you are really pricing. If you cannot list them, you cannot price them, and you cannot tell whether your hourly return holds up once messaging and check-in reviews are counted. Writing the list down is also the first step toward selling a program rather than trading hours, which our guide on how to sell coaching packages online covers step by step.

Finally, the inclusions list is a promise you publish. Sales pages, testimonials and follow-up emails that describe your coaching are covered by advertising rules in the US and elsewhere, so the list should match what you actually deliver. We cover the specific rules further down.

What do clients expect in each kind of online coaching package?

Expectations depend on the situation more than on the niche. The table below maps the six packages working coaches most often sell to what clients usually expect in each, and what you should decide before you publish a price. Read across your own row, then jump to that section for wording you can copy.

The hours in the table are common shapes, not standards. Nobody regulates them, so pick numbers you can sustain at full capacity, not at the client count you have this month.

What goes in a 1:1 life, career or mindset package?

The core is a fixed number of live sessions over a fixed period, plus support between them. Clients in this situation are paying mostly for your attention in the room, so the session count and length should be the first line of your inclusions list, followed by everything that keeps momentum between calls.

A typical twelve-week package includes:

• A kickoff session, often longer than the rest, to set goals and agree how you will work together.
• Regular sessions on a stated cadence, with a stated length.
• Messaging between sessions on named days, with a reply window.
• A short weekly check-in: three or four questions the client answers before the next call.
• Session recaps: two or three agreed actions written down after each call.
• Worksheets or exercises matched to the stage of the work, not a library dump on day one.
• A closing session that reviews progress and sets what comes next.

Here is inclusions wording you can adapt for a sales page or agreement:

What's included in the 12-week Career Reset: one 75-minute kickoff session and ten 50-minute sessions by video, booked at times that suit you; messaging support Monday to Thursday, with replies within one working day; a three-question check-in each Friday so we start every call from where you are; a written recap of your actions after each session; worksheets for each stage of the work; and a closing session to review your progress and plan your next quarter. Sessions run over 12 weeks; unused sessions expire two weeks after the program end date.

Two lines in that paragraph do the most work. "Replies within one working day" sets the expectation before anyone feels ignored. "Unused sessions expire" answers the question every coach gets in month four, when a client who went quiet wants to book the sessions they paid for. Choose your own rule; just write one.

If you also want to explain how you work in a call, a single sentence on your method helps people who have never been coached: "We'll talk through what's in the way, agree one or two actions, and I'll check in on them before our next session."

What does online fitness or nutrition coaching include?

Online fitness and nutrition coaching usually leads with the plan and the check-in, not the call. Clients expect a written training or nutrition plan built for them, a place to log what they did, a weekly check-in where they send numbers, photos or notes, and your written or recorded feedback on it. Live calls are often an upgrade, not the base.

Typical inclusions:

• An intake questionnaire covering training history, equipment, schedule, injuries and goals.
• A personalised training plan, updated on a stated cycle (every four weeks is a common rhythm).
• Nutrition targets or meal guidance, within your qualifications.
• Workout logging in an app, with your review of the logs.
• A weekly check-in on a fixed day, with written or video feedback within a stated time.
• Form-check video reviews, with a cap per week if you need one.
• Messaging for quick questions, with a reply window.

Copyable wording:

What you get each month: a training plan built around your equipment and schedule, updated every four weeks; daily workout logging in the app; a weekly check-in every Sunday, with my written feedback by Tuesday evening; up to two form-check videos reviewed each week; and messaging for questions Monday to Friday. Coaching supports your training and eating habits; it is not medical care. If you have a medical condition, injury, pregnancy or medication that affects exercise or diet, please get clearance from your doctor before we start, and tell me if anything changes.

That last sentence is not decoration. Coaching is not treatment, and your package should say so in plain words. List the red flags that pause coaching until a clinician has cleared the client: chest pain, fainting or dizziness during exercise, a new injury, disordered eating signs, pregnancy without clearance, and anything you are not qualified to judge. Have a referral path ready before you need it; our online coaching emergency plan walks through one. This is general information, not medical advice.

If you are deciding whether to sell an app-only tier alongside a live-call tier, the comparison in pricing app-only and live-call tiers goes into the numbers, and how to create an online fitness coaching program covers the plan itself.

What should a group coaching program include?

A group program usually includes one live group call a week, a shared curriculum, a community space for the cohort, and fixed start and end dates. The question clients ask most is whether they get any 1:1 time with you, so answer it in the first paragraph of your inclusions, either way.

Common inclusions:

• Weekly live group calls, with recordings available for a stated period.
• A module or lesson for each week, released on a schedule.
• A private community feed or group chat for the cohort.
• Hot-seat coaching on the group call, with a rotation so everyone gets a turn.
• Optional 1:1 calls (one at the start or one at the end is a common middle ground).
• Templates, worksheets and prompts tied to each week.

Copyable wording:

What's included in the eight-week cohort: eight live group calls on Tuesdays at 6 p.m. Eastern, each recorded and available until 30 days after the program ends; a new lesson every Monday; a private group space where I answer questions on weekdays; a hot-seat rotation so you get at least two turns of direct coaching on the calls; and one private 30-minute call in week one to set your goals. Group calls are confidential: please don't share other members' names, stories or screenshots outside the group.

The confidentiality line matters more in groups than anywhere else, because you are asking members to protect each other, not just trusting you. Write it into the welcome message and repeat it on the first call. For running the space well over months, see how to create an online coaching community that lasts, and how to choose your online coaching program format if you are still deciding between group, 1:1 and hybrid.

What does an app-only or messaging-only tier include?

An app-only tier includes a plan, a place to log progress, a regular written review, and messaging with a firm reply window, with no scheduled live calls. It works when the client mainly needs structure and accountability, and when you can review progress in writing faster than you could talk it through.

What makes or breaks this tier is time per client. If a weekly review takes you 20 minutes and messages take another 15, that is roughly 35 minutes a week per client before any admin. Write those minutes down for your own planning; they are your real cost, and they tell you the most clients you can hold before replies slip. These numbers are an illustrative example, so time your own reviews for two weeks before pricing.

Copyable wording:

How messaging coaching works: you'll get a written plan in your first week and log your progress in the app. Every Monday I review your week and send you written or voice feedback by end of day Tuesday. You can message me Monday to Friday; I reply within one working day, usually sooner. This tier doesn't include scheduled video calls. If you want live sessions, you can upgrade at any time and I'll credit the rest of your current month.

The upgrade line turns a limit into an option, which is easier to read than a flat "no calls". It also gives clients who want more of you an obvious next step.

What does a monthly retainer include after the first package ends?

A retainer usually includes fewer live sessions than the first package, continued messaging, a periodic goal reset and ongoing access to your materials. Clients buy it to keep momentum, not to repeat the intensive phase, so the inclusions should feel lighter and the terms clearer.

Decide these four things before you offer one:

1. Cadence. One or two calls a month, at a stated length.
2. Rollover. Whether an unused call carries into next month, and for how long. "One unused call can roll into the following month only" is simple to run.
3. Notice. How much notice the client gives to stop, and whether the current month is refunded.
4. Review point. When you both look at whether the retainer still makes sense, such as every quarter.

Ongoing coaching, month to month: two 45-minute sessions each month, messaging Tuesday to Thursday, and a goal review at the start of each quarter. One unused session can roll into the next month only. You can stop at any time with notice before your next billing date; the current month isn't refunded once it has started.

Whatever refund and cancellation terms you choose, consumer protection rules for subscriptions and cancellations vary by country and US state, so have someone who knows your jurisdiction review them. When a client does finish, a clean hand-off keeps the door open; the client handover template lists what to send.

What changes when an employer pays for executive coaching?

When a company pays, the package has two customers: the coachee, who does the work, and the sponsor, often a manager or HR lead, who pays and wants to see results. The inclusions usually add a three-way kickoff, a development plan the sponsor agrees to, mid-point and final reviews with the sponsor, and sometimes an assessment or stakeholder interviews.

The most important line is about confidentiality: what the sponsor sees and what they don't. Settle it in writing before session one, and repeat it to the coachee in your first conversation.

Confidentiality: the content of our coaching sessions stays between the coachee and the coach. The sponsor will see the agreed development goals, attendance, and a summary of progress at the mid-point and final reviews, which the coachee will see first. I will not share session notes or what the coachee says in sessions without their permission, except where the law requires it or someone's safety is at risk.

Other lines to settle with the sponsor: who can end the engagement early, what happens to unused sessions if the coachee leaves the company, and whether invoices go to the company or a cost centre. For a wider view of this market, see our page for executive coaches.

What must every online coaching package spell out in writing?

Whatever the situation, every package should state its scope, its limits and its terms in a written agreement the client accepts before the first session. The checklist below covers what most disputes turn on. It is a practical list, not legal advice; contract law varies by country and US state, so have a local attorney review your agreement before you rely on it.

• What's included, in numbers: session count, length, cadence, program length.
• Messaging: which days, which channel, the reply window, and what isn't a messaging question (crises, medical questions).
• Rescheduling and no-shows: notice needed, how many reschedules, what a no-show means.
• Expiry: when unused sessions or access end.
• Payment: total, schedule, what happens if a payment-plan instalment fails.
• Refunds and cancellation: your policy, stated plainly.
• Confidentiality and its limits.
• Recordings: whether sessions are recorded, who keeps them, for how long.
• Scope: coaching is not therapy, medical, legal or financial advice, and when you will refer.
• Results: that outcomes depend on the client's effort and circumstances and are not guaranteed.

A scope line many coaches adapt:

Coaching is a partnership focused on your goals and actions. It is not therapy, counselling, medical care, or legal or financial advice, and it doesn't replace them. If something comes up that needs one of those professionals, I'll say so and help you find the right person. Results depend on many things outside my control, including your circumstances and the effort you put in, so I can't guarantee a particular outcome.

One more practical point from the SBA: it lists professional liability insurance for "Businesses that provide services to customers," protecting against "financial loss as a result of malpractice, errors, and negligence" (SBA, Get business insurance). An agreement limits misunderstanding; it doesn't replace cover, and whether you need it depends on your niche and location. Ask a broker who knows coaching. For agreement templates, our page on coaching contracts shows how e-signed agreements fit into onboarding.

Which rules apply when you describe what your coaching includes?

In the US, the way you advertise your package falls under Federal Trade Commission rules on testimonials, reviews, earnings claims and marketing email. Other countries have their own consumer and advertising rules, so check your local regulator. This section is general information, not legal advice.

Testimonials on your sales page. The FTC's Endorsement Guides say endorsements "must be honest and not misleading" and must reflect the endorser's honest opinion. If a testimonial shows an exceptional result, you need proof it is what people generally achieve, or the page must make the generally expected results clear. A connection the reader wouldn't expect, such as a friend, a family member or a client who got a discount for the review, must be disclosed clearly (FTC, Endorsement Guides: What People Are Asking).

Reviews. The Consumer Reviews and Testimonials Rule, in effect since October 21, 2024, prohibits fake or false reviews and testimonials and bars making an incentive conditional on a particular sentiment. You can thank a client for an honest review; you can't reward only the glowing ones (FTC, Consumer Reviews and Testimonials Rule Q&A).

Earnings claims for business and money coaching. In October 2021 the FTC sent a Notice of Penalty Offenses about money-making claims to more than 1,100 businesses, including "investment and business coaching." The Notice says it is deceptive to misrepresent that participants will be profitable or that earnings are typical, or to show earnings figures without context such as time and effort and the share of participants who earned them (FTC press release; Notice landing page). If your package is sold as a business opportunity, the Business Opportunity Rule may require a disclosure document at least seven days before the buyer signs or pays (FTC business guidance). Whether that rule covers your offer is a question for an attorney.

Promises that read like guarantees. The FTC's consumer advice warns: "If it promises guaranteed income, large returns, or a 'proven system,' it's likely a scam" (FTC Consumer Advice). That is written for buyers, which tells you how buyers are being taught to read your page. Describe what is included and what clients do, not what they are sure to earn.

Follow-up emails. If you send promotional email about your packages, CAN-SPAM applies: accurate header information, honest subject lines, a valid physical postal address, and a clear opt-out honoured within 10 business days, as listed in October 2026 (FTC, CAN-SPAM Act compliance guide).

How do you price what the package includes?

Price from what you deliver, then check the result against what clients in your niche will pay. Add up the time each inclusion costs you over the package, put a value on that time, and add your tool costs and the payment processor's fees. The inclusions list makes this possible; without it, you are guessing.

An illustrative calculation for the twelve-week package above (example numbers, not a market rate):

1. Live time: one 75-minute kickoff plus ten 50-minute sessions is about 9.6 hours.
2. Preparation and recaps: 15 minutes per session is about 2.75 hours.
3. Messaging and check-in reviews: 30 minutes a week for 12 weeks is 6 hours.
4. Total: roughly 18 hours of your time, about double the live time alone.

That doubling is the point of the exercise. Coaches who price by the call routinely undercharge for packages, because half the work happens between calls. If 18 hours at the hourly value you need produces a number your market won't pay, change the inclusions (fewer sessions, a narrower reply window, group calls instead of 1:1) rather than discounting the same work. Our guide to coaching packages covers structuring tiers around these choices.

A fictional example: turning "coaching" into a clear package

This example is fictional, written to show the process. Priya is a career coach in her second year. Her website says "1:1 career coaching, 3 months." Three of her last eight clients asked for refunds or extensions, and two complained they "didn't hear back" between calls.

She sits down and lists what she actually does: a long first call, roughly fortnightly calls after that, CV and LinkedIn feedback whenever asked, messaging on any day including weekends, and a stack of worksheets sent on day one. Nothing is wrong with the work. The problem is that none of it is written down, so each client invents their own version of the deal.

Her rewrite:

• One 90-minute kickoff and six 50-minute calls over 12 weeks.
• Two rounds of written feedback on her CV and one on her LinkedIn profile.
• Messaging Monday to Thursday, replies within one working day.
• A Friday check-in with three questions.
• Worksheets released by stage: clarity in weeks 1 to 3, search in weeks 4 to 8, interviews in weeks 9 to 12.
• Unused calls expire two weeks after week 12.

The new list is shorter than what she was giving away, but it reads as more, because each item has a number. Clients now ask "can I swap a call for a third CV review?" instead of "why haven't you replied?", which is a conversation she can actually have.

How do you set up an online coaching package in Coachful when you're starting out?

If you're starting out, you can build each inclusion as a piece of one offer rather than stitching together a booking tool, a chat app, a form tool and a payment link. Coachful is one coaching platform for booking, payments, contracts, programs with habits and check-ins, courses, a community, email and a website, with one login for you and one branded app for your clients. It is built for coaches who deliver programs, not just sessions. It is not HIPAA-certified, so clinical records belong in a clinical system, and it doesn't take PayPal.

Here is how each part of a package maps to it:

• The offer and its inclusions. The offer editor has a "What they get" tab, so the inclusions list you wrote above becomes part of the offer itself.
• Live sessions. Each length you sell becomes a session type with availability rules, buffers and minimum notice; calendars sync both ways with Google, Apple/iCloud and Outlook, and sessions use built-in video or auto-created Zoom, Meet or Teams links. Session credits handle "ten sessions over twelve weeks".
• The agreement. Coaching agreements with e-signature go out before the first call and are stored on the client record.
• Between sessions. Direct messages in the client app (including voice notes), plus programs with weekly goals, daily tasks, habits and morning and evening check-ins.
• Resources. Courses with drip and completion tracking, downloads, videos and worksheets, delivered into the client's branded home and app.
• Groups. Cohort groups are created automatically on program enrollment, with a community feed, group chat and group calls.
• Payment. One-time payments, subscriptions for retainers and payment plans run through your own Stripe or Razorpay account, with no Coachful platform fee on top of processing.
• Fitness and nutrition. The Fitness & Nutrition pack adds a workout builder, client logging, nutrition targets, weekly check-ins and private form-check video with timestamped comments. You attach your own demo videos.

Session types are where the live part of a package takes shape, one for each format you sell:

For the between-session part, check-in flows ask your questions on a schedule, so the Friday check-in from the 1:1 wording above runs without you sending it:

This short walkthrough shows how a program is built and delivered:

Why Coachful stands out: a free white-glove service. From Create, you can ask the Coachful team to build things for you inside your own account, usually within about 24 hours: an offer or sales page, a program, a course outline, a form or worksheet, an email sequence and more. Send your inclusions list and your agreement points, and they'll build around them. Nothing gets invented, so gaps such as prices or testimonials are left for you. It doesn't include recording videos, logo design or ad management. More in the free white-glove service.

Plans are flat monthly, lower plans cap the number of clients, Pro is unlimited, and there's a free trial (current plans: Lite: $29/month for up to 5 clients; Solo: $49/month for up to 20 clients; Pro: $99/month with unlimited clients; Studio: $199/month with unlimited clients). If you are new, our page for new coaches covers the first month.

Which mistakes make clients feel short-changed?

Most complaints about online coaching come from a gap between what the client pictured and what the package said. These are the ones that show up again and again in a coach's first two years.

1. Selling "unlimited" anything. Unlimited messaging sounds generous until you have twelve clients. Name the days and the reply window instead.
2. Listing the duration but not the session count. "Three months of coaching" means six calls to you and twelve to the client.
3. Sending the whole library on day one. Forty PDFs feel like homework, not support. Release resources by stage.
4. No rule for unused sessions. Without one, every quiet client becomes an awkward negotiation months later.
5. Check-ins with nowhere to go. If clients fill in a weekly form and never see a response, they stop. Say when and how you reply.
6. Hiding the scope line. The "not therapy, not medical advice" sentence belongs in the agreement and on the sales page, not only in your head.
7. Testimonials that promise outcomes. One client's exceptional result, shown without context, sets an expectation your package can't meet and may break FTC guidance.
8. Changing the package mid-stream. If you improve your offer, apply it to new clients, or offer existing clients the change in writing.
9. Forgetting accessibility. Captions, written recaps and async options help clients that live calls leave behind; see accessible online coaching.

Frequently asked questions

What does online coaching include, in one sentence?

Live sessions by video or phone, messaging between sessions, a written plan or program, regular check-ins, and resources such as worksheets or lessons. The amount of each varies by package, and your written agreement is what defines it for any one client.

Is online coaching as effective as in-person coaching?

It depends on the client, the goal and the coach more than on the medium. Online coaching gives clients more contact between sessions through messaging and check-ins, while in-person work suits some physical skills better. Many coaches mix both; see hybrid online and in-person coaching.

How many sessions should an online coaching package include?

There is no standard. Many 1:1 packages run weekly or fortnightly over 8 to 12 weeks, but the right number is what fits the goal and what you can deliver well at full capacity. Count the time between sessions too when you decide.

Should I offer unlimited messaging?

Usually not in those words. Name the days you reply and how quickly, such as "Monday to Thursday, within one working day". Clients get a clear promise and you keep evenings free.

Do online coaching packages need a contract?

A written agreement accepted before the first session prevents most disputes over scope, refunds and unused sessions. Contract law varies by country and US state, so this isn't legal advice; have a local attorney review your template.

Can I include nutrition advice in an online coaching package?

That depends on your qualifications and where you and your client live, because some places restrict who can give individual nutrition advice. Check the rules in your state or country, keep to general guidance unless you're qualified, and refer clients with medical conditions to a clinician.

What should a check-in include?

Three to five questions the client can answer in a few minutes: what they did, what got in the way, a rating such as energy or confidence, and one question about the week ahead. Say when you'll respond, and respond on that day.

Should group coaching include any 1:1 time?

Not necessarily, but say clearly either way. One private call at the start to set goals is a common middle ground that helps members get more from the group calls without turning the program into 1:1 coaching.

What is Coachful's free white-glove service?

It's a service included on every plan: you describe what you want built, such as an offer page, a program, a form or an email sequence, attach reference links and files, and the Coachful team builds it in your account, usually within about 24 hours. They don't invent credentials, testimonials or prices, and it doesn't include video recording, logo design or ad management.

Can I change what my package includes later?

Yes, for new clients. For existing clients, keep to what they bought unless you both agree a change in writing. Changing inclusions mid-package, even to improve them, is a common source of confusion.