Find Your Niche
A practical workshop for coaches who feel stuck around niching
If you’re a coach, you’ve probably been asked:
“So… what’s your niche?”
For some coaches the answer is obvious.
For many others, the question creates more pressure than clarity.
You may not want to limit yourself.
You may genuinely not know yet.
Or you may have chosen a niche that doesn’t feel fully right.
Putting You at the Heart
of Your Coaching Business
with Andrea Matuz &
Martin Benefer
We’re Andrea and Martin — two coaches and supervisors who have spent years working alongside other coaches as they build their confidence, identity and practice.
Over time we noticed a pattern - the pressure to define a niche often appears before coaches have really examined two important things:
How they naturally create change &
Who consistently responds to their work
Find Your Niche was created as a space to slow that conversation down.
Not as a branding exercise.
Not as a marketing rule.
But as a thinking process.
A way to understand yourself more clearly as a coach.
To understand your clients more honestly.
And then decide what direction genuinely makes sense for you and your practice.
About Us
Martin works with business owners, private & professional clients, and with fellow coaches.
He is a Professional Certified Coach PCC with the International Coaching Federation, a Coach Mentor, Trainer, and an accredited Coach Supervisor.
Over the past 9+ years he has completed more than 3,000 hours of coaching, mentoring, supervision & coach training.
He is passionate about helping others to learn, grow and believe in their ability to pursue what matters most to them and brings out the best of them.
He brings a calm but challenging approach to his work, encouraging clients to look deeper and connect with who they truly are, building the clarity and confidence to take effective action.
Andrea’s work centres around coaches — their development, their confidence and the sustainability of their practice.
She qualified as a coach 12 years ago and has since completed over 2,000 hours of coaching conversations. She is a Certified Professional Coach and Certified Coach Supervisor with the EMCC, as well as a certified digital marketing professional.
Much of her work happens in the in-between space where identity, confidence, commercial reality and client work meet.
She supports coaches not only in how they coach, but in how they think about themselves as professionals, and how they build practices that feel aligned rather than forced.
Before moving fully into coaching, Andrea spent 20 years in her family business and in the corporate financial services world.
About the Workshop
This is a small-group, practical workshop designed to give you space to think clearly about your work, your clients, and how you position yourself.
We keep the group intentionally small so that conversations stay meaningful, not theoretical. You’ll have the space to reflect, contribute, and hear how others are approaching similar questions.
The workshop is structured across two sessions, with time in between to step back and notice what’s becoming clearer.
Not everything happens in the room. Some of the most useful insights come once you’ve had space to reflect.
Why we created this together...
We both noticed the same pattern:
Capable, thoughtful coaches feeling stuck around niching — either rushing to define one too early or resisting the idea altogether because it felt constraining.
We also saw how much noise exists in the market.
Strong opinions.
Rigid formulas.
Advice delivered without nuance.
This workshop was created as an alternative -
A space where coaches can step back, think clearly about who they are and who chooses them; and make decisions grounded in evidence, rather than pressure.
Together we hold the space firmly but lightly.
The goal is not to hand you a niche.
It is to help you arrive at clarity and move forward with confidence.
This workshop is not about applying a formula..It’s about understanding the intersection between:
You.
Your clients.
And why they choose you.
Who is this for?
This workshop is for you if:
• You are trained or practising as a coach and feel uncertain about how to position yourself
• You feel stuck, confused or conflicted about niching
• You have a niche but it isn’t attracting consistent interest
• You’re early in your coaching journey and unsure whether you’re ready to define a niche yet
• You want clarity and direction without boxing yourself into something that doesn’t fit
This workshop probably isn't for you if:
• You want someone to hand you a ready-made niche
• You’re looking for marketing tricks or positioning hacks
• You want certainty without doing the deeper thinking
Format, Dates & Investment
Workshop Format
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2 x live half-day sessions (8 hours total)
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Delivered online
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Small group setting - maximum 12 participants
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A structured space to guide your thinking
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Includes: exercises, practical frameworks, group discussion and space for personal reflection
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Led by two experienced coaches
Dates
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Part 1 - 14th September '26 - 9.30-1.30 GMT
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Part 2 - 15th September '26 - 9.30-1.30 GMT
£345 (No VAT)
If You're Thinking...
“I don’t want to get this wrong.”
“I don’t want to limit myself.”
“I’m not even sure I need a niche.”
You’re not alone.
Most coaches go through this phase at some point in their journey.
If this feels like the right kind of thinking space for you, we’d love to have you join us.