TRENDS ON THE WAY IN
One-on-one coaching is relatively new, but experts think it has staying power. A wellness coach typically charges $75 to $100 an hour to work with you not only on fitness but also on nutrition, weight management, and stress reduction. The goal is to guide clients towards a more healthful lifestyle, sometimes designing exercise programs or detailed meal plans. And they're advice-givers to clients who are trying to quit smoking or overcome a weight-loss obstacle. "A wellness coach might get a call from a client who's sitting at a restaurant, saying, 'I'm torn between the leg of lamb and the roast beef, which one should I get?' " says Walt Thompson, the survey's lead researcher and a professor of kinesiology and health at Georgia State University. "People are realizing they need someone to coach them through a more healthy way of life."
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