Last week on my mastermind call, one of my clients — someone I genuinely adore — typed something in the chat that made me laugh out loud. “How the f*** do you manage all of us?” Someone else immediately replied: “I second that. That’s my question.” And I was dying. Because I had just been […]
How I Manage 39 Coaching Clients in a 25-Hour Work Week
Last week on my mastermind call, one of my clients — someone I genuinely adore — typed something in the chat that made me laugh out loud.
“How the f*** do you manage all of us?”
Someone else immediately replied: “I second that. That’s my question.”
And I was dying. Because I had just been thinking about this.
I have 39 clients right now:
- 15 in The Distinctive Edge
- 13 in TDE continuation
- 9 in the mastermind
- 2 1:1 coaching clients (both of whom are re-signing, by the way, which I have to mention because that matters)
And I run all of this in about 25 to 30 hours a week. With twin toddlers. From my bedroom sofa chair at 4:30 in the morning, dog in my lap, coffee in hand — which is, genuinely, where I do 90% of my best client work.
So when she asked that question, I knew immediately I had to do a podcast episode about it…
…And I knew I had to write a blog post to dive deeper into the 3 things.
Because the answer isn’t “I’m superhuman” and it’s not “I sacrificed my personal life.”
There are 3 specific things that I’ve built into my business to help me manage my coaching clients — and every one of them is learnable.
Before I get into it, though, I want to say something… I do not feel organized. At all. There’s still way too much on my plate that I shouldn’t be doing myself.
When I came back from maternity leave and rebuilt from scratch, I got rid of almost all my support — and I’m still clawing back from that. One of the biggest things I’m prioritizing this year is systems and delegation.
So read this knowing: I have figured some things out, and I am still very much in it. Both are true at the same time.
Okay. The three things.
1. I Have Frameworks for Everything — and I’m Always Making Them Better
This one sounds simple. It isn’t.
Having a framework means I’m not reinventing the wheel every single time a new client joins. I take everyone through a process. It’s the same foundation — the same essential steps — and then the custom work comes in as we move through it together.
Without that, imagine: 39 clients, every one of them at a different stage, and I’m sitting there going, okay, what should we do first? What’s the homework? What comes next? That’s a mental spiral I don’t want any part of.
I actually spent most of this past holiday weekend re-recording all of Phase 1 in TDE. Added a few lessons. Moved two or three others to bonus material — things that are genuinely helpful but not essential if you’ve got limited time. I wanted Phase 1 to be: this is the foundation, this is what you absolutely need to define your edge. Everything else is great-to-have. That kind of clarity? It doesn’t just help my clients. It helps me.
Because when the framework is tight, delivery becomes faster, more focused, and honestly more fun.
The tricky part — and I’ll be real with you — is that in a business like mine, the framework is never finished. Marketing changes constantly. What was working two years ago isn’t always what’s working now, and I refuse to teach outdated strategies to people paying me for results. So a big chunk of my mental energy goes toward learning, translating, and updating.
All the stuff I’m consuming and testing, I need to templatize and teach my clients. I literally cannot gatekeep. It’s physically painful for me to learn something useful and not share it immediately.
One of my new TDE clients said to me after watching my launch stories: “Are you following the system you gave us?” And I had to laugh, because — yes and no. Some of it, yes. Some of it I’ve already updated since I built that training. That’s just the nature of it.
The payoff, though, is everything. When I read off the list of industries in my new cohort — integrative health practitioner, neurodivergent community leader and app creator, micro bakery coach, fiction book coach, pelvic floor physio, astro system strategist, life coach for women in tech, newborn photographer coach — I just started laughing.
Because I started out only coaching health and fitness coaches. Every single one. And the only reason I can now serve all of those people well, across all those wildly different niches, is because the framework is about identity, message, and positioning — not the niche itself.
The framework transfers. That’s the whole thing.
If you haven’t built your framework yet — the thing that lets you take someone from where they are to where they want to be in a way that’s systematic and teachable — that’s the place to start.
Build the Framework That Makes People Get It & Buy It — including a GPT distiller that helps you name every piece and generate content from it.
2. I Separate Client Service Days from My CEO Work Days
This one has been a game-changer for my brain, and I mean that literally.
Tuesday through Thursday: client days. I’m reviewing messaging, doing one-on-ones, checking Slack, running mastermind calls. My head is fully in my clients’ worlds.
Friday through Monday: mine. I write my newsletter. I record the podcast. I plan content. I think about my business. Monday is especially sacred — no calls, no reviews, no client deliverables. Just me, my work, my thoughts.
Here’s what this actually looked like on a recent Monday:
- I worked for an hour before my boys woke up.
- Watched them from 8 until nap time at 1.
- Started working at 1:30 — after a nap, because I was tired and I gave myself permission to take one.
- Recorded this episode.
- Called it a day around 4. About four hours of real work.
That’s a pretty standard day for me.
On the days my babysitter is here, I get closer to six hours. That’s where I bank most of my client-heavy work — probably 18 hours across three days. The rest of the week fills in around life. I land somewhere between 25 and 30 hours most weeks. Some less, some more.
The separation matters because task-switching is quietly one of the most expensive things you can do with your time and mental energy. When I was bouncing between “write a post, review a client’s messaging, hop on a call, check Slack, now write a post again” — my output on all of it suffered.
Now I go deep on one mode per day and the quality of both — my client work and my own content — is noticeably better.
I also want to mention asynchronous work, because this changed everything too.
The vast majority of what I do with clients doesn’t require us to be live at the same time. I look at their messaging, record a Loom, send it back. They watch it when it works for them. I recorded it at 4:30am in my sofa chair in pajamas, dog asleep on my lap.
That kind of freedom means I can do my best thinking — which happens early, in my own space — without anyone needing me to show up camera-ready at a specific hour. It works better for me. And honestly? It often works better for them too.
3. I Have One Main Message — and It Does the Heavy Lifting
This is the one that feels almost too simple. And it’s also the one that makes the biggest difference.
I have one central message that leads the charge in everything I put out: you need a distinctive edge to stand out in this market. That’s it. That was the message last year. It’s the message this year. I’m going deeper into it, testing different angles, getting more specific on the person I’m speaking to — but the core message hasn’t changed.
What this means practically: I never sit down to create content and wonder what I’m talking about.
I follow my own process. I’m not bouncing between three different angles or trying to figure out which problem I solve this week. The message is the message. My content job is to say it in a hundred different ways until the right person finally goes, oh — that’s exactly what I’ve been trying to say.
And the repurposing? Absurd. The client question that sparked the podcast episode was also in my newsletter this week. That episode became this blog post. You better believe there’s going to be a reel with the client’s question as the hook and a screenshot to prove it’s real. That’s one idea, fully milked.
I’ll say this out loud: your best stuff should be everywhere.
Not because you’re lazy, but because people need to hear things more than once before it clicks — and if the idea is good, it deserves more than one format.
The people who tell me content feels exhausting are almost always either saying too many different things, or they haven’t committed to one repeatable message. When the message is clear and you trust it, creation becomes fast. Not always easy — but fast.
The Business Year Context (Because This Matters)
I told my mastermind last week that there are 3 types of years you can have in business:
- a foundation-building year
- a deepening year
- a scaling year
2024 was: what is happening in my life and my business?
2025 was foundation-building — I was rebuilding from scratch after maternity leave.
2026 is a deepening year. Yes, we’re growing revenue. Yes, that counts as scaling. But the emphasis is on making what already works, work better. Deeper curriculum. Better frameworks. Tighter systems. More intentional client delivery.
That context matters because the 39-client thing only works because of the years I spent building the foundation.
None of this happened overnight. And some of it is still being built right now, in real time, on holiday weekends when the boys are napping and I have a few hours and a reason to care about making it better.
Frequently Asked Questions About Managing a Full Coaching Practice
Can you actually maintain quality with 39 clients?
Yes — and the framework is why. When clients move through a system instead of a bespoke experience every time, delivery gets faster and better. My return rate is high, and it’s not an accident.
How do you handle clients who need more support than expected?
Most of my delivery is async, which lets me go deep on my own timeline instead of reacting in real time all day. When something genuinely needs a live conversation, we hop on a call. But that’s the exception, not the rule.
Do you think this is possible for coaches earlier in their business?
The framework and the message work at any stage. The calendar structure might look different depending on how many clients you have, but the principles — separating creation from client work, having a repeatable process, anchoring to one message — those apply from day one.
What’s the one thing to put in place first?
The framework. Everything else becomes easier once you stop starting from scratch with every client.
Ready to Build the Business System That Lets You Go Deep?
39 clients, 25 hours a week — it’s possible, but only because the infrastructure exists. If your client delivery still lives mostly in your head, that’s the thing to solve first.
The Framework Workshop is $47 and it will walk you through building — and naming — the process you already use with clients, so it becomes teachable, scalable, and something you can create content around for months. There’s also a GPT distiller included that helps you generate content ideas directly from your framework. (That part alone is worth way more than $47.)
And if you want the behind-the-scenes on how I think about building toward $100K months while staying at 30 hours a week, the 10K Month Strategy Guide is a good place to start.
This post was pulled from the Business Not As Usual podcast. Listen to the full episode — including the marriage update, the 10X is Easier than 2X breakdown, and the live mastermind moment that started it all.
