“I Collaborate With Coaches and Others Who Know Too Much”: How Knowledgeable Coaches Undermine Their Own Achievements (and How to Address This)

Kate Solovieva—former psychology lecturer, master-level Precision Nutrition (PN) coach, and PN’s Director of Community Engagement—often quips, “I collaborate with coaches and other individuals who know too much.”

This light-hearted quip carries a deeper reality. In her role coaching fellow coaches through PN’s Level 2 Master Health Coaching Certification, private online groups, and her personal practice, Coach Kate has recognized a surprising contradiction among experts: The more they know, the more they find themselves stuck.

In this piece, Kate uncovers what she refers to as the “curse of over-knowledge,” detailing three frequent areas where highly-educated and passionate coaches tend to hinder their own progress. More critically, she presents practical solutions to assist coaches in moving forward—with clarity, compassion, and confidence.

Let’s dive into these coaching obstacles and strategies to overcome them.

Mistake #1: Prioritizing Coaching Over Selling

Numerous dedicated coaches think that knowledge is all they need. They consume certifications, courses, and webinars, convinced that once they have enough expertise, clients will eagerly seek their coaching.

However, according to Coach Kate, this misguided emphasis is a key reason many coaches fail to launch their businesses successfully.

A Coaching Business Is a Three-Legged Stool

For a coaching business to thrive, it must be built on three sturdy pillars:

1. Coaching (your capabilities and expertise)
2. Selling (your ability to attract and sign clients)
3. Admin (your operational systems and tools)

Yet, most new coaches concentrate almost entirely on the “coaching” leg.

They may become authorities in nutrition or exercise science—but they’ve never actually coached anyone. Worse still, they completely sidestep marketing or sales, hoping for the elusive moment when they’ve “learned enough.”

Kate’s Advice: Begin Selling—Immediately

“You can’t become the best coach by isolating yourself in coaching,” says Kate.

True growth stems from real-life experience.

Selling isn’t about persuading people to buy what they don’t need. It’s about inviting them to transform. Once clients are on board, the coaching—and growth—can begin.

The Solution: Present Yourself as a Coach, Not Just an Expert

New coaches often feel compelled to possess all the answers. This notion—that one must be an expert with exhaustive knowledge—can be paralyzing.

Instead, Kate suggests approaching situations not to inform, but to inquire. For instance, if a client raises questions about seed oils, rather than diving into a lengthy lecture on lipid oxidation, you could say:

“That’s an intriguing question! May I ask what prompted you to think about that?”

This approach opens up the crucial coaching dialogue: What are the client’s fears, aspirations, and motivations? What led them to ask?

Knowledge enriches coaching, but it’s not its essence. Listening, questioning, guiding—that’s where impactful coaching occurs.

Mistake #2: Presuming Your Clients Are Just Like You

Another pitfall of being an expert? You might think your clients resemble you, think like you, and value the same things.

They don’t.

You might be enthusiastic about meal planning, macro counting, and data analysis. Or perhaps you lift heavy weights five days a week. However, for your client, cooking could feel daunting, lifting may be intimidating, or fitness might not even be a priority.

Diverse Values, Varying Motivations

Many coaches prioritize health, longevity, or physical performance. Nevertheless, clients may be driven by factors like convenience, enjoyment, mental wellness, or evading discomfort.

Assuming that everyone’s goals, obstacles, or motivations reflect your own can lead to suggesting unsuitable solutions—and may cause your clients to feel misunderstood or judged.

The Solution: Begin with a Foundation of Understanding

Instead of presuming, inquire.

– “What prompted you to consider coaching at this moment?”
– “Why does this goal hold significance for you?”
– “What transformations seem feasible and realistic in your current life?”

Even if a client shares your lifestyle or background, they are not you. You might both be postpartum women, breast cancer survivors, or busy entrepreneurs, but that doesn’t indicate you process those experiences similarly.

Consider asking: “I know what [shared experience] was like for me—but how did you experience it?”

This subtle shift showcases empathy without assumption and sets the stage for personalized, respectful coaching.

▶ Key Takeaway: Clients don’t need to mirror you. The most effective coaching examines the world through the client’s perspective—not yours.

Mistake #3: Becoming Too Invested in Client Outcomes

Coaches genuinely care. That concern is what makes them excellent at their work—but it can also lead to exhaustion and disappointment when clients don’t stay committed.

When a client deviates from the plan…
When progress stalls…
When they go silent for three weeks…