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U.S. Health Coaching Market Worth $7.6 Billion

Service Gains Favor Among Consumers, Insurers & Employers

New Marketdata Report
New Marketdata Report

Health coaching is growing -- among employers and consumers."

January 19, 2024: Marketdata LLC, a leading independent market research publisher of “off-the-shelf” studies about service industries since 1979, has released a new 90-page study: The U.S. Health Coaching Market . This is a complete analysis and forecast for health coaching services—the nature and structure of the profession, size of the market, key issues, trends, metrics and challenges.

“Nearly 46% of businesses already offer wellness programs, many of which employ health coaches. Coaches help facilitate behavior change, addressing nutrition, exercise, and managing a person’s chronic conditions.”, according to Research Director, John LaRosa.

Major Findings:

* Market Value… Marketdata estimates that the U.S. health coaching market was worth $7.6 billion in 2023. The market is forecast to reach $7.8 billion this year and grow by 4.4% per year thereafter, reaching $9.17 billion by 2028, with 140,000+ coaches active.

* There are an estimated 127,600 combined U.S. health coaches, health educators and community health workers, up 76% from 2010. They have average yearly salaries/earnings of just under $60,000.

* Weight loss coaching… Marketdata estimates that this sub-segment of the market is worth at least $424 million, with 56,000 coaches. However, the commercial weight loss companies have laid off at least 26,500 coaches since 2020, as demand for the popular GLP-1 obesity drugs has soared and taken revenues away from the diet companies, causing the shuttering of many retail weight loss centers.

* Pandemic effects… 2020 was a mixed bag for this market, as the pandemic and recession resulted in some lay-offs of health coaches. However, most have pivoted to virtual meetings and telehealth, which enables coaches to reach more patients.

* CPT billing codes… The major development for this market of late was the creation of Category 3 CPT billing codes for health coaching in 2020, providing legitimacy for the profession. Stronger Category 1 codes are coming within a few years, but more outcome data is needed. Market growth should accelerate when this approval is given.

* Mental health suffered during the pandemic, and health coaches frequently help people with depression, anxiety and other conditions.

* Demographics… Most health coaches are female and yearly salaries range from $37,000 to $87,000, varying by state. The national average is $59,990.

* Insurers are hiring more health coaches to deliver disease prevention programs to patients and at-risk communities, with special emphasis on diabetes and weight management, smoking cessation, and stress management.

* Consumer Demand… According to some surveys, 60% of Americans want health coaching but 80% of them have never had it offered to them. Most coaching is provided by phone, but apps and online services are emerging too.

* The field is unregulated and there are a confusing set of definitions and training/certification requirements related to health coaches, health & wellness coaches, health educators, and community health workers. This may be acting as a damper on growth in the direct-to-consumer market.

“Health coaching is an important factor in the overall healthcare equation, and this is an emerging discipline that will be getting more attention due to the Covid-19 pandemic. ”, according to Research Director, John LaRosa.

About The Report

The U.S. Health Coaching Market, published in January 2024, is an independently researched “off-the-shelf” study. The study is 90 pages in length and costs $995. Available in pdf format. A Table of Contents and sample are available by email. Contact: Marketdata LLC, 7210 Wareham Drive, Tampa, FL 33647 (813-971-8080). John LaRosa is available for interviews.

About Marketdata LLC

Marketdata is a 45-year old private market research and consulting firm that specializes in the analysis of a variety of service industry and healthcare sectors. The company also provides custom research, business coaching, and consulting services. The company website is:

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