Health coaching has emerged as a $6 billion service market, with a strong growth outlook. An estimated 109,000 health coaches and health educators advise and motivate clients to change bad lifestyle habits and to manage chronic conditions such as diabetes. You are most likely to find a health coach in private practice, at a doctor’s office, or via a corporate wellness program. Large self-insured companies are using coaches to improve employee health and cut claims costs, as are healthcare insurers. However, like coaching in general, the industry is loosely defined and certification in many cases is performed by organizations more interested in profits than coach competence. National standards are years away.