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How to create a coaching pitch deck [free template]

How to create a coaching pitch deck [free template]

We walk you through creating a pitch deck for your coaching practice, plus a free template that is based on real-world examples from coaches who have successfully sold their services to Fortune 500 companies.


You've heard of them through the grapevine. Coaches that are on two, five, even ten thousand dollar monthly retainers with companies.

How does someone do that? Do they have special credentials? Do they have incredibly unique experiences?


But often times, they just have a clearer way that they’ve communicated their value, the very specific problem that they’re able to help with and tying that back to the return on investment for the company.

Executive Coach, Susan Dalton learned how to distill and communicate her depth of experience into a pitch deck that “sells her services for her”.

A pitch deck that can be easily shared throughout an organization or company, and immediately understood.

Fun fact: Susan based her pitch deck off of another Practice coach, Josh Dietrich. We love when we see the Practice community helping each other out!

In this article, we’re going to cover how to create your own coaching pitch deck (and give you a free template):

  • What do you do?
  • Who do you help? Give me examples.
  • What is your process? How do you help facilitate the ideal outcome?
  • How do you measure success? What’s in it for me?
  • Testimonials!

What do you do?

Your ability to sell to anybody, whether it's B2C or B2B, is what's their problem and what's your medicine. - Michael Bungay Stanier, Author of The Coaching Habit

It is often the simplest questions that are the toughest to answer well. A main benefit of creating a pitch deck is that it’ll help you hone your messaging.

You can start off by filling out this sentence:

I help [target audience] who are [in a specific scenario] struggling with [common problem], [hopeful future].

Imagine you’re a relationship coach, who works with newly single parents. This sentence could be...

I help newly single parents who are looking to date again but struggling with parental guilt — find love while still being present.

Or an executive coach, who works with first-time CEOs. The sentence could be...

I help first-time CEOs who are venture backed and struggling with prioritization, make the right decisions to unblock the growth of their companies.

The clearer you are in your statement, the more memorable you’ll be.

This will be the opening slides to your pitch deck.

Your opening slide
Your second slide

Who do you help?

You should be able to partially answer this based on the section above!

You’ve done the work of clearly articulating who these people are. Examples:

  • First-time managers at fast-growing technology companies struggling with managing up and down
  • Interracial couples who are struggling with balancing different cultural traditions for their own children
  • Pet parents who are struggling to integrate their cat with their newly adopted dog
  • First marketing hires at B2B startups struggling with building a marketing function from scratch

Now, you want to paint the picture of how you will help them get to where they are today to a hopeful future.

Examples, examples, examples!

Then, it’s time to walk them through your coaching process.


What is your process? How do you help facilitate the ideal outcome?

This is when we’re getting into the nitty gritty. Your goal with this next section is showing “how the sausage gets made”.

Outline your coaching process, shine light into exactly how you work with your clients and what a typical engagement looks like.

Should be easy to understand and thorough
Provide them with something to react to

How do you measure success? What’s in it for me?

Depending on your coaching domain, how you measure success can range widely.

The important thing isn’t how you exactly measure, but that there is some kind of measurement — whether qualitative, quantitive, or a mix of both.

Example: A health coach could measure based on quantitive measurements such as body weight, body fat %, and VO2max, and/or qualitative measurements such as a regular survey around mood, energy levels and overall contentment.

Ultimately, it depends on what success looks like for your client.

Make sure to include all stakeholders (if there are more than one)
ROI is likely much more important in some coaching domains than others

Last and definitely not least — Testimonials!

Whenever you have a client engagement, make sure to capture testimonials. Then share those testimonials far and wide.

To a potential customer, there’s nothing quite as compelling as hearing from someone who was in the same situation as you are, and who is now living in a hopeful future because of a certain solution (aka. your coaching services!).

We love testimonials so much, our template has two dedicated slides to them!

We hope this has been helpful! You can see and make a copy of the full template here: 

We’d love to hear about how you use it in your coaching practice. And if there are any questions, feel free to reach us at

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