What is the client metric?
The Clients metric represents the total number of active clients in your account. This includes only clients who currently have access to the platform. Clients who have been deactivated are not included in this count.
Learn the details, including how it's calculated, here.
Key Takeaway
The Clients metric is a versatile tool that adapts to your business model—whether you focus on 1-on-1 coaching, group coaching, membership programs, or a hybrid approach. By analyzing changes in client numbers over time, you can track growth, identify trends, and ensure your coaching practice remains strong and sustainable.
Why is this Metric Important?
The interpretation of this metric depends heavily on your coaching model and the types of services you offer.
Membership-Based Programs
Context: Steady, ongoing growth is critical for memberships. A weekly or monthly increase indicates success in attracting new clients and maintaining retention.
What to Watch: Even small declines could signal churn and require quick action.
Cohort-Based Programs
Context: Structured programs like 6- or 8-week cohorts see client growth in jumps when a new cohort begins, followed by stability during program delivery.
What to Watch: A drop in client numbers after a cohort ends may not be concerning, but it’s important to ensure smooth onboarding for the next cohort.
1-on-1 Coaching
Context: Growth may happen more gradually, especially if you’re limited by the number of individual clients you can handle.
What to Watch: A stable client count is often a sign of a healthy 1-on-1 practice. If client numbers decline, focus on re-engagement or filling the open spots with new clients.
Hybrid Programs (Multiple Services)
Context: Many coaches offer a mix of services: 1-on-1 coaching, group coaching, and training-focused cohorts.
What to Watch:
Growth in group programs may coincide with new cohorts or launches.
A decline in 1-on-1 clients could signal the need to prioritize outreach or marketing efforts.
A rise in membership clients could reflect strong community engagement and consistent program value.
How to Use This Metric
Identify Trends Based on Your Model
Membership programs: Look for steady weekly or monthly growth. Small declines should trigger re-engagement strategies.
Cohorts: Expect periodic spikes at launch and stability during delivery phases.
1-on-1 coaching: Aim for a consistent client base that aligns with your capacity.
Interpret Changes in Client Numbers
Growth: New clients reflect the success of recent outreach, marketing, or program launches.
Declines: Investigate the cause—churn, disengagement, or program completions—and take action to retain clients or re-engage them.
Balance Across Services
If you offer multiple coaching services, use this metric to evaluate which programs are contributing most to your growth:A spike in active clients may come from a new cohort launch.
Stable 1-on-1 numbers reflect your ability to retain individual clients.
Gradual membership growth shows strong community value.
Set Realistic Goals
Align your growth targets with your coaching capacity and model:Membership programs: Continuous weekly or monthly growth.
Cohorts: Quarterly growth aligned with new launches.
1-on-1 coaching: Maintaining a steady client base over time.
Example Use Cases
Case 1: Sarah - Membership + Cohort Programs
Sarah offers:
A Sales Coaching Roundtable membership, where clients subscribe monthly.
A 6-Week Sales Bootcamp cohort program.
In October, Sarah gained 7 new membership clients, reflecting steady growth.
In November, she launched her cohort program, adding 15 clients at once.
Sarah tracks both membership growth (steady) and cohort spikes (periodic) to plan marketing and onboarding.
Takeaway: Sarah uses the Clients metric to identify consistent membership growth while planning for periodic cohort launches.
Case 2: Tom - 1-on-1 Coaching Only
Tom, a leadership coach, manages 12 clients in 1-on-1 coaching sessions. He can handle a maximum of 15 clients at a time.
Tom’s active client count remains steady at 12 clients for three months, which aligns with his capacity.
In January, he sees the number drop to 10 clients as two clients finish their contracts.
Tom reviews his Non-Engaged Clients list, reaches out to reconnect, and fills the spots with two new clients within a week.
Takeaway: Tom uses the Clients metric to maintain a steady client base while actively monitoring and addressing drops.
Case 3: Maria - Hybrid Programs (1-on-1 + Group Coaching + Community)
Maria offers:
1-on-1 Executive Coaching for 5 high-value clients.
A Group Coaching Program for small teams.
A community-based ongoing membership for leadership development.
Maria’s active client count grew from 20 to 32 clients this month:
5 clients in 1-on-1 coaching (stable).
10 new clients joined her group coaching.
7 new members subscribed to her community program.
Takeaway: Maria monitors growth across all three programs. She uses the Clients metric to identify which programs are growing fastest and where to focus her marketing efforts.