In this blog, I’ll explore the delicate balance between staying true to your purpose and building a sustainable business—because, ultimately, you can’t pour from an empty cup.
As I listened to a group of coaches share their motivations recently, I was struck by the beauty of their collective mission. Their goals were clear and heartfelt: to assist people in their growth, to support their journeys, to help them flourish, build confidence, and transform lives. It was inspiring to hear such purpose-driven passion in action. No one breathed a word about profit.
The conversation took an interesting turn when the facilitator offered a crucial insight: “If you focus on doing this work exceptionally well, your coaching reputation will naturally thrive—and so will your revenue.” This formula seemed both simple and profound: Do good work, and an excellent reputation will follow, bringing financial rewards along with it. It's karma through and through.
But what happens if your wonderful reputation doesn't translate into financial success? What if you're doing incredible work, but your efforts don’t generate the revenue you need to sustain your practice, your life and your family.
And here’s another question, often perceived to be a dirty one: Is it OK for a coach to prioritise making money for themselves? In a field that often emphasises service and selflessness, the idea of focusing on profit can feel uncomfortable. Yet, isn’t the coaches financial stability essential to continue to be able to help others grow?
There are some coaches who are making exceptional wealth through their coaching industries, but there are more who are attempting to create a business through heart—prioritising connection, impact, and service over profit. These heart-driven coaches often measure their success not by their bank accounts but by the lives they touch and the transformations they inspire. While this approach is deeply fulfilling, it can sometimes leave them struggling to find the financial stability needed to sustain their practice and amplify their impact.
It’s worth noting that women dominate the coaching industry, with estimates showing they make up around 70% of professional coaches worldwide. Many women have been conditioned to place service before profit, a mindset reinforced by societal expectations. How many women are offering their services for free or for a fraction of what they are worth, simply because they believe that their giving is making a difference—and that this is the most important part of their contribution? While this altruism is admirable, it raises an important question: Is undervaluing one’s work sustainable or fair in the long term?
When I was in my 30's and 40's I was regularly invited to speak at women's retreats throughout NZ and Australia. I got to go to some great places, Sydney, Perth, Brisbane, Kaitaia, Rotorua to name a few. These retreats were held from Friday night through to Sunday lunch time and I would speak at least 4 times during the weekend. My airfares, accommodation and food were paid for and for many of these years I believed that was all I should expect, never mind that I was spending months preparing for these events. No one had a budget to run the events, and no one ever expected to pay for my speaking services, I received gifts of love at the end. Cards with lovely words, chocolate, some gift vouchers and often handmade items representing the love of the people I was serving.
I was at a meeting in Sydney towards the end of this phase in my life when a female speaker from my mothers generation spoke about the disparity between male and female speakers and she encouraged women to put a price on their time and become confident in charging for their services. I wanted to jump up and hug her but then the fear came "What if no one ever asks me to speak again?" "What if people think I'm being greedy?" "What could I charge given that I'm working on these retreats for months prior to attending them?" I don't speak at weekend retreats anymore, because I'm no longer free. This doesn't mean to say that I never speak for free, sometimes I do. I spoke at the Hurunui Community Refill your cup event, an event in my own community that I'm very passionate about, I spoke about how women need to know their family story and how they came to be the women that they are. I drove 40 minutes to the venue, delivered my talk and then drove home.
I spoke at a conference for year 13 girls in Leadership at High School as I'm passionate about girls getting the tools that they need to thrive in their first Leadership roles. This day gave me a huge dose of Dopamine and I'm lining up for 2 more of these ChangeMaker events in 2025.
For the rest of my time, I charge. I've done enough free talking throughout my life to fill the bucket of contribution to society. Now I'm prioritising organisations that see the value that I can contribute and are willing to pay me for my value.
As female coaches, it’s time to challenge the narrative that service must come at the expense of financial reward. Your time, expertise, and energy have immense value, and it’s crucial to recognise and honor that worth. Giving generously and making a difference are noble pursuits, but they do not mean you should work for free or accept less than you deserve all the time. You are not only changing lives—you are running a business, and businesses thrive when they balance purpose with profit. So, expect to be paid what you’re worth, unapologetically. By valuing yourself and your work, you set an example for your clients and empower yourself to keep making the impact the world so desperately needs.
By valuing your work and expecting to be paid what you’re worth, you’re doing more than building a sustainable business—you’re setting a powerful example for the next generation of girls. You’re showing them that it’s not only possible but essential to pursue their passions while honoring their worth. You’re teaching them that service and success are not mutually exclusive, and that they, too, deserve to be compensated for their skills, time, and contributions. By leading the way, you’re paving a path for young women to step into their own power with confidence, knowing they can make a difference in the world and thrive financially while doing so.
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BSc.psychology
Diploma Professional Coaching
Certified Practitioner and Accreditation Coach Extended DISC ®
Blanchard Aotearoa NZ Affiliate
Marina is a coach, professional development expert, and facilitator who specialises in helping people and teams develop themselves so they can be the best version of themselves and conduct their personal and professional lives more effectively. Learn more about her HERE
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