The “Amplify” Stage of the COACH Model is where your coaching business evolves from stable to scalable.

After establishing clarity in “Choose” and consistency in “Optimize,” this stage is all about expanding your reach; getting your message, method, and mission in front of more people while maintaining quality and alignment. It’s about growing your visibility, amplifying your voice, and building an audience that resonates with your and your transformation promise. You’re no longer just refining your system, you’re broadcasting it. The focus shifts from internal foundation to external expansion, from working in the business to working on your influence and impact.

You’re in the “Amplify” stage if you already have consistent clients and income but want to reach more people without working more hours. You might have your systems in place but feel like your audience isn’t growing fast enough, or that your marketing efforts are scattered and not producing predictable results. You’re ready to be seen as a thought leader, not just another coach or wellness practitioner. You have a tested offer and reliable process — now you’re asking, “How do I get this out to more people?” This is the growth threshold where you expand your marketing, deepen your credibility, and increase your audience reach through visibility strategies and leveraged offers.

The key focus during this stage is marketing, visibility, and authority building. This means elevating your content strategy, growing your email list, collaborating with other leaders, launching challenges or webinars, and strengthening your brand presence across platforms.

You’ll also focus on gathering social proof — testimonials, success stories, and case studies — to build trust. Consistency and messaging alignment are essential; this is not about doing everything, but about doing the right things louder. Amplification requires clarity of voice and message. It’s turning up the volume, not changing the song.

Many coaches try to scale to this stage before they’ve optimized their systems or clarified their message, resulting in confusion, burnout, or diluted results. They're on lots of social meda sites, for example, before they even really know what they offer, who they are trying to reach, and what those people's deep needs are.

Once you DO have those things in place (see the 'C' and 'O' of the COACH model) then you are ready for 'A'. At this stage you need to focus on understanding marketing psychology, storytelling, and audience growth strategies. This is where you really turn up your social media activity, content creation, email communication, and add in paid ads to promote your visibility. You need to discover how to attract clients at scale through organic and paid visibility, partnerships, and content (like YouTube, podcasts, or email sequences).

You’re learning to communicate transformation powerfully and consistently so your message spreads naturally — creating momentum instead of constant manual effort. The goal isn’t just exposure; it’s magnetism.

Before moving to the next stage you’ll want to have completed several important milestones: a reliable marketing engine that consistently brings in qualified leads, a growing audience that knows and trusts your brand, a clear client journey that can support higher volume, and one or more leveraged offers (like group programs, memberships, or digital products). You should also have solid brand assets... your website, testimonials, and content, all working together to attract and convert.

Once you’ve built this momentum and have systems that support big growth (scale), you’ll be ready to enter the “Collaborate” stage, where your growth expands through partnerships, affiliates, and strategic alliances.

Amplify is where your voice becomes a movement. The bridge between personal success and collective impact.