I had a great chat with a client last week about the real value of coaching.

Over the last five weeks, she didn't lose any weight, and "felt guilty about that because she's paying me."

But her maintaining her weight is actually a HUGE win.

Here's why:

She had a ton going on: long travel days, road trips, fun plans, and way more meals out than usual.

But thanks to how well she planned, the questions she asked, and the way she leaned into structure and accountability: she kept her calories in check, stayed active, and crushed this five-week period.

Yes, even though the scale didn't go down.

We then talked more about some of the many non-weight loss benefits of coaching.

Like help with:

✅ Navigating travel and meals out without slipping into an all-or-nothing cycle (check)

✅ Maintaining your previous fat loss results and not having to do a lengthy diet again (check)

✅ Keeping your activity levels up even when there are lots of seemingly good reasons to negotiate your plan (check)

✅ Getting stronger, developing muscle, and improving your overall fitness (check)

✅ Gradually increasing your metabolic rate so maintenance becomes easier (check)

✅ The mental side of things: emotional eating, lulls in motivation, scale frustration, etc. (check)

Again, not one of these things is quantifiable on the scale—but that doesn't make them any less valuable.

In fact, I'd argue that this list is even MORE important than the initial weight loss.

That's why most of my clients work with me well after they've reached their weight loss goal (rarely under a year), and many others periodically come back to the program: for the lengthy list of benefits that don't have to do with weight loss.

Naturally, I understand her initial guilt.

Many people who invest in coaching think they're investing in weight loss, thanks to how much my industry emphasizes it.

But if that's the main thing you think you're investing in: you'll have a less enjoyable, less effective coaching experience, since any plan that's not weight loss-focused will feel uncomfortable, and like it's not a good use of your time.

When in reality... it's often the best use.

Sam