The Rise of Wellbeing Coaches
They Are Modern-Day "Priests" in a Secular World
The new priests in a secular world aren't wearing robes.
They are wearing kicks and leggings.
They are the wellbeing coaches.
And yes, they are the ones who:
- Listen
- Guide
- Help people to see beyond their limitations
- Provide them with tools to navigate life
- Encourage them to exert their own personal power
But in a world that is all about the hustle, the grind, and the chase, we often forget that the key to achieving our goals is not just doing more, but also taking care of ourselves.
That's where wellbeing coaches come in.
Their role is to help us realize that our greatest strength lies in balancing our physical, emotional, and mental wellbeing.
Like priests, they channel our strengths that we can tap into to heal ourselves and others.
The difference is that they don't preach from the Bible. They do so from experience, science, and their own personal journey.
A Shift Away from Traditional Roles
Not so long ago, many people turned to priests, pastors, rabbis, or other religious leaders for guidance. These figures provided wisdom, comfort, and moral direction. They were the ones we trusted to help us make sense of life’s struggles, offer hope during hard times, and inspire us to live better lives.
However, things are changing. In many parts of the world, fewer people are attending church or following organized religion. For some, faith still plays an important role, but for others, spirituality is taking on a broader, more personal meaning. Instead of turning to traditional religious figures, people are seeking guidance in other ways—and this is where wellbeing coaches step in.
Who Are Wellbeing Coaches?
The Science of Wellbeing is a hot topic, but it is a misnomer. There is no one-size-fits-all key to wellbeing.
Wellbeing is subjective, yet it carries universal elements that help us understand what it means to thrive. But coaching is your personal, practical, and evidence-based GPS.
At its core, wellbeing is more than fleeting happiness; it aligns with Aristotle's notion of eudaimonia, the highest form of human good through virtue and meaningful action.
Modern frameworks like Seligman’s PERMA (positive emotions, engagement, relationships, meaning, and accomplishment), VanderWeele’s Flourishing Framework (happiness, health, purpose, character, and relationships), and Ryan and Deci’s Self-Determination Theory (autonomy, competence, and relatedness) operationalize this ancient idea.
Well-being coaches use these range of models and science-based approach to help people identify what works for them. It is not about buying your way to wellbeing. It is about finding the smallest thing that helps you feel a bit better.
Here are two surprising ways a coach can help:
1. You will feel heard.
2. You will be held accountable.
These two things make all the difference. A coach who listens to you + knows when to push you a bit to achieve the good life through virtue and meaningful action = wellbeing.
Wellbeing coaches are professionals who help people achieve balance in their lives. They focus on the practical things, encouraging people to reflect on their goals and overcome challenges. Unlike religious leaders, they don’t rely on sacred texts or rituals. Instead, they draw on science, personal experience, and practical tools to help people find their path.
However, wellbeing coaches and religious leaders aren’t as different as they may seem.
Both are committed to helping people to thrive.
Religious leaders don't only rely on sacred texts and rituals. Many integrate science, psychology, and personal experience into spiritual work. They offer:
Practical tools for personal reflection and growth
Emotional and mental support grounded in modern psychological insight
Coaching techniques that empower individuals to overcome challenges
Likewise, wellbeing coaches don’t exclude spirituality. Many acknowledge the role of sacred meaning and even faith in achieving holistic wellbeing.
In fact, the lines are increasingly blurred:
Programs like Flourishing in Ministry (FiM) lead by my good friend Dr Chris Adams and Vibrant Faith Coaching School train religious leaders to use coaching methods.
Networks like the Clergy Coaching Network support clergy who combine spiritual and transformational leadership tools.
The reality is that science and faith are not mutually exclusive.
Both wellbeing coaches and religious leaders:
Help people navigate life’s challenges
Encourage self-reflection and goal-setting
Empower individuals to grow and thrive
Whether their tools come from research, experience, or sacred wisdom, the goal is the same:
To help people flourish in mind, body, and spirit.
What Do Wellbeing Coaches Do?
Think of wellbeing coaches as companions on your journey toward the good life. Here is what they typically do:
Listen: Life can be overwhelming, and sometimes we just need someone to listen. Wellbeing coaches create a safe space where people can share their struggles, dreams, and fears.
Guide: They don’t tell you what to do, but they help you see your options. Whether you are facing a tough decision or trying to change old habits, they provide guidance that empowers you to make your own choices.
Help You See Beyond Struggles: Life’s problems can feel like mountains to high to climb. Wellbeing coaches help people gain perspective, focusing on solutions rather than obstacles.
Provide Tools for Life: From positive psychology interventions to goal-setting strategies, they offer practical tools that help people improve their day-to-day lives.
Encourage Personal Power: They believe in your potential. Wellbeing coaches remind you that you have the power to take control of your life and create positive change you want to see.
You can learn more about what wellbeing coaches in my Flourishing Podcast with Lindsay Oades:
Why Are Wellbeing Coaches So Popular Now?
One reason wellbeing coaches are thriving is because of the fast-paced, high-pressure world we live in.
The hustle culture and gig economy tells us to work harder, do more, and never stop. But that constant grind can lead to burnout, stress, and dissatisfaction.
People are realizing that success isn’t just about working harder—it is about taking care of yourself too.
Wellbeing coaches help us see that our true strength lies in pursuing wholeness: the balance between the values of a flourishing life.
Wellbeing coaches are thriving for several reasons beyond just the pressures of a fast-paced world.
Another important reason is the rise of wellbeing literacy, a concept championed by scholars like Lindsay Oades. Wellbeing literacy refers to our ability to understand, communicate, and apply the language and skills of wellbeing. As people become more aware of wellbeing frameworks, they seek guides who can help them practically integrate these concepts into their lives.
Wellbeing coaches support this by:
Translating complex wellbeing concepts into accessible strategies.
Teaching people to identify and use language and tools that promote resilience.
Encouraging individuals to make informed choices that align with personal values and goals.
This growing literacy fosters a culture where people actively pursue balance in all aspects of their life.
The third reason is the growing focus on science and self-improvement.
Many wellbeing coaches use techniques rooted in psychology, neuroscience, and personal development research. This makes their guidance feel practical and relevant, especially to people who might not connect with traditional religious teachings.
In an era where people are learning to articulate what flourishing means to them, wellbeing coaches bridge the gap between theory and practice. They empower individuals to apply wellbeing literacy in daily life — helping them thrive in mind, body, and spirit.
The Priest-Like Role of Wellbeing Coaches
In many ways, wellbeing coaches fill the same role that priests and other religious leaders once did. They provide comfort, direction, and hope, but they do it in a way that feels modern and accessible.
Like priests, they help people tap into their inner strength—what some might call their “divine energy” or “manifesting abundance”. These concepts align with the Christian theology of “abundant life” described in John 10:10: a life filled with purpose, fulfillment, and wholeness.
This doesn’t mean they preach or claim to have all the answers.
Instead, they draw on their own experiences and scientific knowledge to help people heal and grow.
Their message is simple: You already have the tools within you to live a fulfilling life. They’re just here to help you find them.
Are Wellbeing Coaches Replacing Religion?
While wellbeing coaches are not trying to replace religion, they are stepping into a space that has been left empty for many.
Organized religion once provided a sense of community, moral guidance, and a connection to something greater than ourselves. Today, many people are finding those things in other ways, including through coaching.
Some see this shift as a natural evolution.
Just as society changes, so do the ways we seek meaning and support. For some, traditional religious practices remain a vital part of their lives. For others, wellbeing coaching offers a more personalized approach to finding purpose and happiness.
They are not replacing the priests. Rather, they are expanding the ways we care for the human soul.
Because the world still needs those who:
Offer sacred wisdom
Provide spiritual counsel
Connect us to something transcendent
Remind us of the sacred stories that ground us
Call us to deeper meaning and higher purpose
In a culture fixated on self-optimization, performance, and achievement, the need for spiritual grounding hasn’t vanished.
I am not a big fan of the Pew Research but surveys help postulate my point: their 2012 report found that 84% of the global population identifies with a religious group.
Compare to their 2024 survey, which revealed that in the United States, 64% of adults consider it important for the president to advocate for individuals who share their religious beliefs.
These findings highlight the continued relevance of religious leaders in providing spiritual guidance and support to a substantial portion of the global population.
That is where/why priests or religious leaders remain essential.
They remind us that human flourishing isn’t just about balance and resilience, but also about the transcendent.
Wellbeing coaches help us tend to our physical, emotional, and mental health.
Religious priests help nurture the spiritual health.
Together, they form a complementary web of care, because the new guides for life’s challenges aren’t in competition.
They are in collaboration.
The world still needs those who:
Support our personal growth
Strengthen our resilience
Connect us to a higher purpose
Wellbeing coaches do this with science, strategies, and personal experience.
Priests do this with sacred texts, rituals, and spiritual wisdom.
Both offer tools for healing.
Both help us navigate life’s trials.
But they do so through different doorways.
Because true flourishing doesn’t just rely on practical well-being.
It also depends on spiritual anchoring.
Is Coaching for Everyone?
Coaching is not a one-size-fits-all solution. Some people might prefer the structure and tradition of religion, while others might seek guidance through therapy or self-help resources.
But for those who are open to exploring this new resource, coaching can be a transformative experience.
The key is finding the right coach—someone who understands your needs, respects your values, and can guide you in a way that feels authentic.
If you’re feeling stuck, overwhelmed, or unsure about your next steps in life, it might be time to consider working with a wellbeing coach.
Wellbeing coaches aren’t just for people in crisis. They are for anyone who wants to live a fuller, more intentional life.