What would make someone walk away from an eight-figure business to start over as a coach? In this episode, Mark interviews entrepreneur Russel Dubree about his journey from running a multimillion-dollar service company to launching a coaching practice. If you have ever thought about turning your business experience into a coaching business, this conversation will give you a realistic look at what that transition actually involves.<\/p>\n
Russel Dubree came out of the Air Force with an entrepreneurial drive. He and a business partner started building wedding websites, then pivoted to selling websites more broadly. Over the next decade and a half, they built a web design company generating just under ten million dollars in annual revenue with about forty team members.<\/p>\n
Then Russel decided to sell the business.<\/p>\n
The decision was not about the money or dissatisfaction. Russel had reached a point where he felt he had done everything he could in that space. He did not have a specific trade skill that locked him into web design. What he had was a passion for helping people and a desire for a new challenge. He quotes Ray Dalio: “Imagine that in order to have a great life you have to cross a dangerous jungle. You can stay safe where you are and have an ordinary life, or you can risk crossing the jungle to have a terrific life.”<\/p>\n
That quote captures the essence of his pivot. Coaching was the natural next step because Russel had spent years mentoring people inside his own company. He had a long list of things business owners should and should not do, earned through real experience, not theory.<\/p>\n
What helped him get traction early was getting specific about his niche. When he focused on people in his industry, he could rattle off insights and value immediately. That specificity also let him build a manageable list of ideal clients he could target directly.<\/p>\n
Russel's sales process has two phases. Phase one is a relationship-building conversation, just getting to know each other. Phase two is an alignment session where he digs into the client's business and delivers two or three actionable perspectives. The potential client walks away with real value regardless of whether they hire him. It is a taste of what a long-term coaching relationship would look like.<\/p>\n
His advice for anyone starting a coaching business: know exactly who you want to help, determine the specific problem you are uniquely qualified to solve, and remember that great coaching is not just about knowledge. It is about getting the best out of other people.<\/p>\n
Mark recorded this conversation with Russel in early 2022, and the coaching industry has changed dramatically since then. The global coaching market was valued at over $6 billion in 2025, driven largely by the post-pandemic shift to remote work and online business. More people than ever are looking for coaches, and more experienced entrepreneurs are entering the coaching space.<\/p>\n
Online coaching platforms have proliferated, making it easier to deliver coaching services at scale. Tools like Kajabi, Circle, Skool, and Mighty Networks let coaches combine courses, community, and one-on-one sessions in a single platform. AI tools are also entering the space. Some coaches use AI for client intake assessments, session notes, and follow-up content, though the human relationship remains the core of effective coaching.<\/p>\n
The barrier to entry for coaching is lower than ever, which means differentiation matters more. Russel's advice about niching down is even more relevant in 2026. Generic “business coaching” is a crowded space. Coaches who bring specific industry experience and measurable results stand out. The market is rewarding coaches who can demonstrate real-world credibility, not just certifications.<\/p>\n
One notable shift: group coaching and hybrid models (combining group sessions with limited one-on-one access) have become the dominant format for scaling a coaching business. Pure one-on-one coaching limits your income to your available hours, so most successful coaches build a model that includes courses, community, and selective private coaching.<\/p>\n
If you found this episode helpful, you might also enjoy:<\/p>\n
Listen to Late Night Internet Marketing on Apple Podcasts<\/a>, Spotify<\/a>, or subscribe at latenightim.com\/internet-marketing-podcast\/<\/a>. Have a question for Mark? Call the digital recorder at 214-444-8655 or drop a comment below.<\/p>\n