The behavioral health coaching industry has evolved significantly over recent years. Originally focused on fitness and lifestyle goals, it has now become an integral service within the behavioral health space. This shift has been accelerated by the rise of digital health platforms and telehealth, making coaching more accessible and flexible for individuals seeking mental health support.
One of the biggest challenges facing behavioral health care today is the shortage of clinicians. Behavioral health coaching helps address this gap by providing patients with additional contact time and 24/7 access to supportive care. Unlike traditional therapy sessions that may occur weekly or monthly, coaching offers consistent, in-the-moment support that keeps people engaged in their recovery and wellness journey.
“We think of coaching as the ‘in-between’ support that can help members stay on track and feel supported between their therapy visits,” said Dr. Jenna Glover, vice president of care services at Headspace. “We feel strongly that mental health and well-being require more than just a one-hour therapy or psychiatry visit each month.” Headspace, a leader in digital behavioral health, offers a range of supports including self-guided meditation, coaching, therapy, and psychiatry, showing how behavioral health coaching fits into a comprehensive mental health ecosystem.
Despite its growing presence, the behavioral health coaching field remains largely unregulated. Patients must carefully research coaches to ensure they find the right level of training and expertise. Some worry that adding more regulations could limit access to coaching, which currently offers a unique, flexible support option for many.
Who Are Behavioral Health Coaches?
Behavioral health coaches typically occupy a middle ground between peer specialists and licensed clinical practitioners. They often work on a preventative model, helping individuals navigate lifestyle challenges or transitional difficulties that do not necessarily require therapy. As Kara Williams, vice president of coaching and operations at WebMD Health Services, explained, “Our mental health coaches partner with participants to help them evolve and strengthen their self-narratives by leveraging various therapy modalities that account for their unique needs.” WebMD has recently expanded its coaching services to include mental health coaching, providing one-on-one digital or phone support for challenges like anxiety, depression, and stress.
Behavioral health coaching can be especially beneficial for people dealing with sub-acute mental health challenges, such as sleep problems, relationship issues, or work-life balance struggles. Coaches take an active, goal-oriented approach, which complements therapy and psychiatry but does not replace them. Sean Bell, general manager of behavioral health at Spring Health, pointed out that not everyone needs a therapeutic alliance; some simply require support to build healthier life patterns, a role well-suited for coaches.
Accessibility and Unique Benefits of Behavioral Health Coaching
Coaches also help alleviate the behavioral health workforce shortage. Because coaching services often have greater availability, patients can get immediate support. For example, Headspace’s coaches are available 24/7, and users are connected to a coach within two minutes on average. This accessibility is critical, given that some regions face long wait times of two to three months for therapy appointments.
Beyond accessibility, behavioral health coaching can provide unique, practical support that licensed clinicians cannot offer for ethical reasons. For instance, eating disorder coaches trained through The Carolyn Costin Institute may accompany clients during challenging meal situations or assist with home environments after inpatient treatment — actions therapists typically cannot perform.
Training and Regulation in Behavioral Health Coaching
Coaching qualifications vary widely, and there is no standardized training or certification across the industry. Some companies require advanced health education and training in cognitive behavioral therapy and motivational interviewing, while others may accept coaches with lived experience or non-traditional backgrounds. This lack of uniformity means consumers need to be diligent in understanding a coach’s credentials and training.
Despite these challenges, the demand for behavioral health coaching is growing rapidly. Providers like Headspace, Spring Health, WebMD, and Wellness Workdays recognize the important role coaches play in supporting mental resilience and mindfulness beyond formal therapy sessions. Dr. Glover sums it up well: “Coaching isn’t therapy and we have to be clear about this. However, coaches can play a foundational role in supporting the critical skill-building work that mental resilience and mindfulness require throughout our daily lives.”
The Future of Behavioral Health Coaching
In conclusion, behavioral health coaching is a vital and expanding part of the mental health care continuum. It offers accessible, flexible, and personalized support that helps fill the gaps in traditional behavioral health services. As awareness and adoption continue to increase, coaching is poised to become an essential tool for improving mental health outcomes for many people.
