The coach's primary responsibility is to motivate the student or client to achieve their potential in any area or areas that need improvement. They also develop specific skill sets and goals important to the job or type of recreation. These skills vary depending on the type of mentor to student relationship.

Athletic coaches prepare athletes of all types and skill levels for competition. Through the use of training techniques and psychological motivation, athletic coaches assist students in meeting their athletic goals and keep them performing at their peak. Most athletic coaches work in secondary and post-secondary educational institutions as members of the faculty, but some positions are available at camps or locally organized sporting clubs. Athletic coaches may work with students in a variety of sports. Those at the post-secondary level will almost always teach one specific sport, whether it be basketball, football, baseball, volleyball or hockey.

Career coaches assess their client's abilities and interests as related to a career path. They then find a suitable career for the client, and equip them with the appropriate technical and interpersonal skills for that job. Coaches may make the career suggestion based on the client's educational background, or advise the client to seek more education in order to pursue an appropriate career. Career coaches also assess their client's personalities through the use of scientific tests and familiarize themselves with all types of careers in order to find the best match based on a client's personality. Desired income and type of work environment is also taken into consideration.

Wellness coaches offer an entirely different type of service, in that they focus entirely on personal health and well-being. These coaches are responsible for ensuring their clients avoid high-risk behaviours, stay on track with a plan for becoming physically fit, and attain mental clarity and an overall positive attitude. From breaking a smoking habit, to maintaining a healthy diet and developing positive interpersonal relationships, wellness coaches assist clients in meeting these and any other goals that relate to their lifestyle.