National Board of Health and Wellness states: "Health & wellness coaches partner with clients seeking to enhance their well-being through self-directed, lasting changes, aligned with their values. In the course of their work, health & wellness coaches display an unconditional positive regard for their clients and a belief in their capacity for change, honoring the fact that each client is an expert on their own life, while ensuring that all interactions are respectful and non-judgmental."

Wikipedia states "Health coaching is the use of evidence-based skillful conversation, clinical interventions and strategies to actively and safely engage clients/patients in health behavior change."