“I Collaborate with Coaches and Others Who Have Too Much Knowledge”: Insights from Coach Kate Solovieva

Kate Solovieva is a former psychology educator, a Precision Nutrition (PN) Master Coach, and the Director of Community Outreach at PN. Among her many notable sayings, one particularly shines:

“I collaborate with coaches and others who have too much knowledge.”

Though this may appear amusing at first, it encapsulates a vital truth about the coaching field: Many coaches enter the profession equipped with a wealth of information—but not necessarily the means to utilize it effectively.

Coach Kate has guided thousands of “ordinary” clients in her practice. Yet, her real expertise lies in aiding fellow coaches—particularly those who don’t suffer from a lack of knowledge, but rather from an overwhelming surplus. Whether she’s teaching students in PN’s Level 2 Master Health Coaching Certification, facilitating online coaching networks, or working individually with colleagues, she observes firsthand the frequent mistakes coaches encounter.

Below, she outlines three of the most common errors coaches make—and how to address them effectively.

Coaching Error #1: Focusing on Coaching—While Overlooking Selling

“A coaching business resembles a three-legged stool,” states Coach Kate. The legs are: coaching abilities, selling abilities, and administrative systems.

• Coaching: Your capacity to support individuals in making significant changes.
• Selling: Your capacity to draw in and convert clients.
• Administrative: Frameworks and tools that ensure your business operates efficiently.

Many coaches hastily construct that first leg—gaining expertise in nutrition science, exercise physiology, and behavior change—yet overlook the others, particularly marketing and sales. As Kate remarks, “You cannot evolve into the best coach possible in isolation.”

The Solution: Present Yourself as a Coach, Not an Authority

Coaches often overprepare due to a fear of lacking the right answer immediately. This leads to continually seeking comfort in one certification after another—always readying themselves, yet not acting.

However, coaching isn’t about showing off extensive knowledge. Authentic coaching involves eliciting personal insights and encouraging behavior change. Instead of responding to every query as the “authority,” approach it with curiosity.

For instance, if a client asks, “Are seed oils harmful?”, don’t immediately dive into a scientific explanation. Instead, respond: “That’s an interesting question. What prompted you to ask?”

This uncovers the underlying motivation: Maybe the client’s friend lost weight after cutting out seed oils. Now you understand the client is really inquiring about weight loss methods—not about fats.

🎯 Key Lesson:

Don’t hesitate until you “know it all.” Begin coaching and selling today. Aim not to be the expert who speaks—aim to be the coach who listens, guides, and drives progress.

Coaching Error #2: Assuming Clients Mirror Your Experiences

It’s simple to presume our clients hold our values and lifestyles as their own. However, that is seldom the case.

You might enjoy tracking macros, spend time reviewing training videos, and exercise daily. Conversely, your client might feel anxious about food journaling and dread going to the gym. Or perhaps they reside in a food desert with limited access to fresh fruits and vegetables.

As Coach Kate notes, “There’s nothing inherently better about prioritizing your health.” Coaches must recognize that their clients may place more importance on other factors—like convenience, family, cultural cuisines, or religious customs—than on health optimization.

The Solution: Acknowledge the Client’s Distinct Baseline and Readiness

Approach each client with a mindset of openness. Pose open-ended questions such as:

• “Why does this goal matter to you?”
• “What inspired you to reach out today?”
• “What does progress signify for you, in your own terms?”

Even when backgrounds seem similar (for example, you and your client both having experiences with weight loss), never presume identical journeys. Instead, try: “I know what that’s been like for me. What has that experience been for you?”

Additionally, assist clients in identifying which behaviors they are ready, willing, and capable to undertake.