Coaching Case Study Template

Coaching Case Study Template


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First Name
Last Name
Acme LLC.
First Name
Last Name
Corporation Corp.
First Name
Last Name
Acme LLC.
First Name
Last Name
Corporation Corp.
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Coaching Case Study Template
Coaching Case Study Template

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Date: March 8th 2023



Acme LLC.

Corporation Corp.

This Contract is between Client (the "Client") and Acme LLC, a California limited liability company (the "Coach").

The Contract is dated January 23, 2023.


1.1 Project. The Client is hiring the Coach to develop a coaching relationship between the Client and Coach in order to cultivate the Client's personal, professional, or business goals and create a plan to achieve those goals through stimulating and creative interactions with the ultimate result of maximizing the Client's personal or professional potential.

1.2 Schedule. The Coach will begin work on February 1, 2023 and will continue until the work is completed. This Contract can be ended by either Client or Coach at any time, pursuant to the terms of Section 4, Term and Termination.

The Coach and Client will meet by video conference, 4 days per month for 2 hours.

1.3 Payment. The Client will pay the Coach an hourly rate of $150. Of this, the Client will pay the Coach $500.00 (USD) before work begins.

1.4 Expenses. The Client will reimburse the Coach's expenses. Expenses do not need to be pre-approved by the Client.

1.5 Invoices. The Coach will invoice the Client in accordance with the milestones in Section 1.3. The Client agrees to pay the amount owed within 15 days of receiving the invoice. Payment after that date will incur a late fee of 1.0% per month on the outstanding amount.

1.6 Support. The Coach will not be available by telephone, or email in between scheduled sessions.


- A coaching relationship is a partnership between two or more individuals or entities, like a teacher-student or coach-athlete relationship. Both the Client and Coach must uphold their obligations for the relationship to be successful.

- The Coach agrees to maintain the ethics and standards of behavior established by the International Coaching Federation (ICF).

- The Client acknowledges and agrees that coaching is a comprehensive process that may explore different areas of the Client's life, including work, finances, health, and relationships.

- The Client is responsible for implementing the insights and techniques learned from the Coach.


3.1 Overview. This section contains important promises between the parties.

3.2 Authority To Sign. Each party promises to the other party that it has the authority to enter into this Contract and to perform all of its obligations under this Contract.

3.3 Coach Has Right To Give Client Work Product. The Coach promises that it owns the work product, that the Coach is able to give the work product to the Client, and that no other party will claim that it owns the work product. If the Coach uses employees or subcontractors, the Coach also promises that these employees and subcontractors have signed contracts with the Coach giving the Coach any rights that the employees or subcontractors have related to the Coach's background IP and work product.

3.4 Coach Will Comply With Laws. The Coach promises that the manner it does this job, its work product, and any background IP it uses comply with applicable U.S. and foreign laws and regulations.

3.5 Work Product Does Not Infringe. The Coach promises that its work product does not and will not infringe on someone else's intellectual property rights, that the Coach has the right to let the Client use the background IP, and that this Contract does not and will not violate any contract that the Coach has entered into or will enter into with someone else.

3.7 Client-Supplied Material Does Not Infringe. If the Client provides the Coach with material to incorporate into the work product, the Client promises that this material does not infringe on someone else's intellectual property rights.


This Contract is ongoing until it expires or the work is completed. Either party may end this Contract for any reason by sending an email or letter to the other party, informing the recipient that the sender is ending the Contract and that the Contract will end in 7 days. The Contract officially ends once that time has passed. The party that is ending the Contract must provide notice by taking the steps explained in Section 9.4. The Coach must immediately stop working as soon as it receives this notice unless the notice says otherwise.

If either party ends this Contract before the Contract automatically ends, the Client will pay the Contractor for the work done up until when the Contract ends. The following sections don't end even after the Contract ends: 3 (Representations); 6 (Confidential Information); 7 (Limitation of Liability); 8 (Indemnity); and 9 (General).


The Client is hiring the Coach as an independent contractor. The following statements accurately reflect their relationship:

- The Coach will use its own equipment, tools, and material to do the work.

- The Client will not control how the job is performed on a day-to-day basis. Rather, the Coach is responsible for determining when, where, and how it will carry out the work.

- The Client will not provide the Coach with any training.

- The Client and the Coach do not have a partnership or employer-employee relationship.

- The Coach cannot enter into contracts, make promises, or act on behalf of the Client.

- The Coach is not entitled to the Client's benefits (e.g., group insurance, retirement benefits, retirement plans, vacation days).

- The Coach is responsible for its own taxes.

- The Client will not withhold social security and Medicare taxes or make payments for disability insurance, unemployment insurance, or workers compensation for the Coach or any of the Coach's employees or subcontractors.


6.1 Overview. This Contract imposes special restrictions on how the Client and the Coach must handle confidential information. These obligations are explained in this section.

6.2 The Client's Confidential Information. While working for the Client, the Coach may come across, or be given, Client information that is confidential. This is information like customer lists, business strategies, research & development notes, statistics about a website, and other information that is private. The Coach promises to treat this information as if it is the Coach's own confidential information. The Coach may use this information to do its job under this Contract, but not for anything else. For example, if the Client lets the Coach use a customer list to send out a newsletter, the Coach cannot use those email addresses for any other purpose. The one exception to this is if the Client gives the Coach written permission to use the information for another purpose, the Coach may use the information for that purpose, as well. When this Contract ends, the Coach must give back or destroy all confidential information, and confirm that it has done so. The Coach promises that it will not share confidential information with a third party, unless the Client gives the Coach written permission first. The Coach must continue to follow these obligations, even after the Contract ends. The Coach's responsibilities only stop if the Coach can show any of the following: (i) that the information was already public when the Coach came across it; (ii) the information became public after the Coach came across it, but not because of anything the Coach did or didn't do; (iii) the Coach already knew the information when the Coach came across it and the Coach didn't have any obligation to keep it secret; (iv) a third party provided the Coach with the information without requiring that the Coach keep it a secret; or (v) the Coach created the information on its own, without using anything belonging to the Client.

6.3 Third-Party Confidential Information. It's possible the Client and the Coach each have access to confidential information that belongs to third parties. The Client and the Coach each promise that it will not share with the other party confidential information that belongs to third parties, unless it is allowed to do so. If the Client or the Coach is allowed to share confidential information with the other party and does so, the sharing party promises to tell the other party in writing of any special restrictions regarding that information.


Neither party is liable for breach-of-contract damages that the breaching party could not reasonably have foreseen when it entered this Contract.


8.1 Overview. This section transfers certain risks between the parties if a third party sues or goes after the Client or the Coach or both. For example, if the Client gets sued for something that the Coach did, then the Coach may promise to come to the Client's defense or to reimburse the Client for any losses.

8.2 Client Indemnity. In this Contract, the Coach agrees to indemnify the Client (and its affiliates and their directors, officers, employees, and agents) from and against all liabilities, losses, damages, and expenses (including reasonable attorneys' fees) related to a third-party claim or proceeding arising out of: (i) the work the Coach has done under this Contract; (ii) a breach by the Coach of its obligations under this Contract; or (iii) a breach by the Coach of the promises it is making in Section 3 (Representations).

8.3 Coach Indemnity. In this Contract, the Client agrees to indemnify the Coach (and its affiliates and their directors, officers, employees, and agents) from and against liabilities, losses, damages, and expenses (including reasonable attorneys' fees) related to a third-party claim or proceeding arising out of a breach by the Client of its obligations under this Contract.


9.1 Assignment​. This Contract applies only to the Client and the Coach. Neither the Client nor the Coach can assign its rights or delegate its obligations under this Contract to a third-party (other than by will or intestate), without first receiving the other's written permission.

9.2 Arbitration. As the exclusive means of initiating adversarial proceedings to resolve any dispute arising under this Contract, a party may demand that the dispute be resolved by arbitration administered by the American Arbitration Association in accordance with its commercial arbitration rules.

9.3 Modification; Waiver. To change anything in this Contract, the Client and the Coach must agree to that change in writing and sign a document showing their contract. Neither party can waive its rights under this Contract or release the other party from its obligations under this Contract, unless the waiving party acknowledges it is doing so in writing and signs a document that says so.

9.4. Noticies.

(a) Over the course of this Contract, one party may need to send a notice to the other party. For the notice to be valid, it must be in writing and delivered in one of the following ways: personal delivery, email, or certified or registered mail (postage prepaid, return receipt requested). The notice must be delivered to the party's address listed at the end of this Contract or to another address that the party has provided in writing as an appropriate address to receive notice.

(b) The timing of when a notice is received can be very important. To avoid confusion, a valid notice is considered received as follows: (i) if delivered personally, it is considered received immediately; (ii) if delivered by email, it is considered received upon acknowledgement of receipt; (iii) if delivered by registered or certified mail (postage prepaid, return receipt requested), it is considered received upon receipt as indicated by the date on the signed receipt. If a party refuses to accept notice or if notice cannot be delivered because of a change in address for which no notice was given, then it is considered received when the notice is rejected or unable to be delivered. If the notice is received after 5:00pm on a business day at the location specified in the address for that party, or on a day that is not a business day, then the notice is considered received at 9:00am on the next business day.

9.5 Severability. This section deals with what happens if a portion of the Contract is found to be unenforceable. If that's the case, the unenforceable portion will be changed to the minimum extent necessary to make it enforceable, unless that change is not permitted by law, in which case the portion will be disregarded. If any portion of the Contract is changed or disregarded because it is unenforceable, the rest of the Contract is still enforceable.

9.6 Signatures. The Client and the Coach must sign this document using Bonsai's e-signing system. These electronic signatures count as originals for all purposes.

9.7 Governing Law. The validity, interpretation, construction and performance of this document shall be governed by the laws of the United States of America.

9.8 Entire Contract. This Contract represents the parties' final and complete understanding of this job and the subject matter discussed in this Contract. This Contract supersedes all other contracts (both written and oral) between the parties.



Acme LLC.

Corporation Corp.
Table of contents

What is a Coaching Case Study Template?

There's no denying that coaches have an immensely positive impact on their clients. Coaching has an estimated 221% ROI, and the vast majority of clients (95%) would describe their coaches as Good or Excellent.

Coaching isn't an essential service, however – not in the same way that a plumber or electrician is. A client base is not guaranteed. In order to attract new clients, coaches need to demonstrate the value that they can bring to their client's lives.

Case studies equip you with the social proof to back up your claims, validating the value of coaching and instilling trust in potential clients. Let's explore how to create a knockout case study for coaches with our proven case study template

Elements of a Coaching Case Study Template

Whether you're a life coach, business coach, executive coach or any other type of mentor, the basic elements of a coaching case study remain the same. A logical structure helps you to cover all bases and ensure that the story you tell is convincing.

1. Introduction: Set the Scene

Relatability will be your drawcard when writing a case study. Introduce the client in depth so that your potential clients can identify with the person you are discussing. Where did they come from, what motivated them to seek out coaching, and what were their goals?

For instance, here's an excerpt from one of Tony Robbins' life coaching case studies:

"As a business owner, Kevin was always looking for ways to take his company to the next level. Kevin was dedicated to making his business the best it could be and was putting in ample time to grow the company, but still felt like he was hitting a plateau. He ultimately decided that he needed help. He wanted to know not only how to help his business, but how to grow as a person."

Immediately, the reader has an understanding of the client's background, motivations and goals. It doesn't need to be lengthy – just a short, snappy summary that draws the reader in.

Keep in mind that you must always ask for permission before using someone's story. If they ask to remain anonymous, you can easily mask their identity while still providing an accurate portrayal of the situation.

2. Problem Statement: Define the Need

Your potential clients need to understand why coaching was necessary in this particular case. What were the main challenges that your client faced, and why did they require a coach?

Perhaps the client needed guidance on how to make their business more profitable or wanted help with personal development issues. A few more examples might be:

  • Overcoming overwhelming stress and burnout
  • Developing better people skills for interacting with clients
  • Building a more balanced lifestyle that allows for rest and relaxation
  • Creating a profitable business model

The problem statement should be detailed enough to give the reader an understanding of your client's needs, but succinct enough that it doesn't become tedious. What was stopping that person from achieving their goals before the coaching process began?

3. Coaching Approach: Outline Solutions

This is where you get to showcase your skills as a coach. Explain in detail how you used your expertise to help this client, detailing key strategies that were employed during the course of the coaching sessions.

1) Did you utilize different types of questioning techniques or employ any specific strategies?

2) What resources did you provide, and how did that help the client to reach their goals?

Here's an example from a case study by The Entourage:

"Since joining The Entourage’s Elevate program, Jye leaned into the coaching, experts and workshops to develop a strategy to take the business to the next level. Through the ‘Selling Essentials’ workshop he was able to develop a structure around their sales process. This new structure meant that they were able to ask the right questions at the beginning of the sales discussions, allowing them to handle objections more effectively."

It could be more descriptive of the specific coaching strategies used, but it gives the reader a good overview of how The Entourage has helped clients.

4. Results: Showcase Success

As a client, would you be convinced by hearsay? Probably not. That's why you need real, tangible results that demonstrate the value of your coaching. Provide measurable evidence of progress, whether it's an increase in revenue or a decrease in stress levels.

For instance, you might:

  • Give before and after figures for revenue, profits, growth, etc.
  • Include an infographic or chart to illustrate progress or boosted productivity
  • Add client anecdotes about their improved wellbeing
  • Link to any press coverage that the client may have received

The results should be quantifiable and convincing – a strong case for why potential clients should hire you.

5. Testimonial: Let the Client Speak

Wherever possible, collect testimonials from your clients. These are incredibly strong pieces of social proof that can convince potential clients to take the plunge and invest in your services.

A well-written testimonial should cover a few key points:

  • What were the client's objectives?
  • How did they benefit from working with you?
  • Would they recommend you to others?
  • Do they have any advice for prospective clients?

Testimonials are more powerful if accompanied by a photo or video of the client. Putting a face to the name is a simple but effective way to build trust.

6. Conclusion: Summarize Key Takeaways

Wrap up your case study by reiterating the main points. It isn't like a report, where you need to recap everything – just choose the most compelling information points and reference them briefly.

Your conclusion is also a great opportunity to refer to any upcoming projects or programs you're offering. Try to come across as authentic as possible. Avoid generic sales phrases like "try us out today – you won't regret it!" Instead, weave your call to action into the narrative.

Details Matter

Keep in mind that anyone can write up a client case study, and your potential clients know that. They need to see that you've put real effort and thought into the case study; that you've gone beyond simply listing results.

Include the finer details like what industry your client operates within, how long their coaching sessions lasted, and how they felt when working with you. Be very specific in terms of the challenges they faced and overcame.

Better yet, beef up your case study with attractive data visualizations or infographics. Videos are one of the most compelling forms of media – so if you have a client willing to be interviewed on camera, that would be an invaluable addition.

Permission Is Crucial

Again, it is an absolute must to get permission from your client before you publish a case study. You should have an agreement in writing covering the main points of your collaboration, such as what information can be included and how it will be used.

An agreement before writing the case study is great, but you'll also need to show them the final result before it's published. This way, they can check it over and make sure they're happy with the content.

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Coaching Case Study Template

First Name
Last Name
Acme LLC.
First Name
Last Name
Corporation Corp.
First Name
Last Name
Acme LLC.
First Name
Last Name
Corporation Corp.