The problem
Every coaching engagement starts with a client who has goals: some clear, some vague, some stated and some underlying. Turning those goals into a structured programme that progresses logically, builds momentum over time, and leads to genuine transformation is the core craft of coaching programme design. It is also time-consuming, particularly when you are doing it from scratch for each new client.
The challenge is not just time. It is the difficulty of holding the full arc of a programme in your head while also tailoring it to an individual's specific situation. What is the right balance between building self-awareness and taking action? When should challenges increase in intensity? How do you structure sessions so each one builds on the last? How do you ensure there is enough variety to maintain engagement across 12 or 16 weeks? Experienced coaches develop intuitions about all of this over time, but even experienced coaches can benefit from a structured thinking partner when designing a new programme.
There is also the resource design challenge. A good coaching programme is supported by between-session resources: reflection prompts, exercises, reading recommendations, worksheets. Creating those takes additional time on top of the session design. Many coaches skip them or recycle generic materials that do not feel tailored to the client. AI makes proper programme design and resource creation fast enough to do properly for every client.
The system
Step 1: Conduct the goal clarification intake (Claude)
Before designing anything, use Claude to help you design a thorough goal clarification process and then to interpret what the client has told you.
Prompt example: "I am a life and business coach starting work with a new client. They have told me the following about their goals: [paste client's stated goals and any intake form responses]. Please help me: (1) identify the stated goals explicitly, (2) identify any underlying or implicit goals that seem to be present, (3) flag any tensions or apparent contradictions between the goals, (4) suggest three to five clarifying questions I should ask in the first session to deepen my understanding, and (5) suggest any values or beliefs that may be relevant based on what they have shared."
This analysis does not replace your professional judgement, but it is a useful thinking tool that often surfaces things worth exploring that you might otherwise have moved past.
Step 2: Design the programme arc (Claude)
With a clear understanding of the client's goals, use Claude to draft the high-level programme arc: the phases, the progression logic, and the overall structure.
Prompt example: "I am designing a 12-week 1-to-1 coaching programme for a client whose core goal is to leave their corporate job and launch a consulting business within 6 months. Secondary goals include building more confidence in presenting their expertise and improving their work-life balance. Please design a 12-week programme structure with three phases (each approximately 4 weeks), a theme and objective for each phase, a progression rationale (how each phase builds on the last), and two to three key outcomes for the overall programme. The style should be action-oriented but also include space for reflection and values exploration."
Review the arc and adjust it based on your coaching philosophy and the specific client. The AI output is a starting point and thinking tool, not a prescription.
Step 3: Build individual session outlines (Claude)
For each session, use Claude to draft a brief outline that the coach can customise.
Prompt example: "Please draft an outline for Session 3 of this coaching programme. The phase theme is 'Clarifying the vision and identifying barriers'. The session objectives are: to help the client articulate a specific and compelling vision for their consulting business, and to surface the primary internal barriers to taking the first step. Please structure the session outline with: opening check-in, main exercise or exploration (with specific questions), a reflection activity, homework or action step for before the next session, and a closing ritual. Provide at least three specific coaching questions for the main exploration section."
Build all session outlines in advance, even if you plan to be flexible in the room. Having a prepared outline means you arrive at every session with a clear intention, and you can diverge from it purposefully rather than drifting.
Step 4: Store the programme in Notion (Notion AI)
Build the programme in a Notion workspace that includes the overall arc, individual session outlines, resources, and a client progress tracker. Use Notion AI to create a client-facing programme overview document.
Prompt example: "Based on this coaching programme structure, please draft a client-facing programme overview document. It should: describe the purpose and structure of the programme, outline what the client can expect from each phase, explain the approach and methodology in accessible language, set expectations for between-session work, and create excitement and commitment to the process. Write in a warm, professional tone."
The results
Before: Designing a new coaching programme from scratch took three to four hours per client: intake analysis, programme arc, session outlines, and creating supporting materials. Many coaches reused generic structures and added token personalisation, which experienced clients sometimes noticed.
After: A fully customised programme, including session outlines and a client-facing overview, is produced in 60 to 90 minutes. Programmes are genuinely tailored rather than adapted from a template. Several coaches using this approach report that clients comment positively on how "thought through" the programme feels, contributing to higher completion rates and stronger testimonials at the end of the engagement.