Growth of online coaching industry in Finland raises concerns over quality and earnings

According to online coaching consultant Terhi Immonen, it is possible to earn substantial sums by coaching others over the internet. “I’ve seen stories of people starting as waitresses and moving into online course creation, now making over €100,000 per year,” Immonen explained. However, she also noted that some coaches struggle for years to build their platforms, leaving hundreds of thousands without adequate earnings.

Online coaching specifically aimed at consumers is a growing industry in Finland. The COVID-19 pandemic significantly increased the demand for online courses as people sought ways to exercise and engage in hobbies from home. New coaching platforms allow almost anyone to create courses with minimal costs. Many are drawn to online coaching with promises of passive income and flexible work hours.

Immonen estimates that there are approximately two thousand online coaches in Finland, though very few earn a living solely from coaching. “I estimate that perhaps one in every 20 or 30 makes about three to four thousand a month.”

The growth in the variety of online coaching offerings has been rapid, encompassing topics from wellness to practical skills like dog grooming. Online coaching can be delivered through pre-recorded material or live consultations.

Many courses are priced from €10 up to several thousand euros. For instance, a relationship coaching program focusing on rekindling passion costs over €1,000 for group sessions and €2,000-€3,000 for individual coaching. The industry lacks regulation and standardization, leading to a mix of high-quality and dubious offerings. Immonen and Professor Petri Parvinen have called for some form of quality assessment to ensure credibility in the industry.