Setting process goals rather than outcome goals with your clients will lead you to get better results with your clients. If you’re a newer coach in the health and fitness space, you’ve probably heard clients say things like, “I want to lose 20 pounds” or “I want to get a six-pack.” Those are classic examples of outcome goals. While they’re motivating for some people, focusing too much on outcomes can actually derail progress. Let me explain why, and more importantly, how you can guide your clients to set process goals that truly drive long-term success.

What Are Outcome Goals?

Outcome goals are those big-picture results your clients want to achieve, things like a specific number on the scale, a personal best in the gym, or fitting into a certain clothing size. These goals are enticing because they offer a clear vision of success.

For many clients, imagining themselves achieving an outcome goal can be a source of initial excitement and motivation. Visualising the finish line can create a sense of purpose and help them articulate what success means to them.

However, outcome goals come with significant challenges. The most obvious one is that these goals are often influenced by factors outside your client’s control. Life happens, a busy schedule, unexpected stressors, illness, or even just the natural ebb and flow of progress can all impact how quickly (or whether) a client achieves their desired result.

This unpredictability can lead to frustration, self-doubt, and even giving up when things don’t go according to plan.

Another issue is that outcome goals lack actionable steps. Saying, “I want to lose 20 pounds” or “I want to run a marathon” doesn’t explain what daily behaviours or habits need to be established to get there.

Without a roadmap, clients are left with a vague target and no clear sense of how to achieve it. This can make the goal feel overwhelming, especially for those who are just starting out.

Finally, outcome goals can inadvertently lead to unhealthy behaviours. Clients who are overly fixated on a number on the scale or a specific performance metric may resort to extreme measures, such as crash diets or overtraining, in an effort to achieve results quickly. This can be detrimental to both their physical health and long-term motivation.

This is where process goals come in. By shifting the focus from what the client wants to achieve to what they need to do consistently, you can create a path that is both actionable and empowering. Process goals help clients build the habits that will naturally lead to the outcomes they desire, while also fostering a sense of control and accomplishment along the way.

What Are Process Goals?

Process goals focus on the actions that lead to the desired outcomes. Unlike outcome goals, process goals are entirely within the client’s control. They represent the actionable steps clients can take daily or weekly to move closer to their objectives. By breaking down the journey into smaller, manageable steps, process goals make big-picture results feel achievable and less intimidating.

For example:

  • Instead of “I want to lose 20 pounds,” the process goal could be “I’ll meal prep three times a week to ensure I’m eating balanced meals.”
  • Instead of “I want to run a half marathon in under two hours,” the process goal could be “I’ll complete four structured training runs per week, including one long run.”
  • Instead of “I want to get stronger,” the process goal could be “I’ll follow my strength training program consistently four days a week for the next eight weeks.”

Process goals give clients something actionable to focus on today. This daily focus builds confidence and creates momentum because the client can clearly see the progress they’re making in real time. Additionally, process goals provide clarity and direction, making it easier to sustain motivation even when the ultimate outcome feels far away.

Perhaps the most important aspect of process goals is that they’re based on habit formation. Habits are the foundation of long-term success because they automate positive behaviours.

When clients adopt consistent habits (like tracking their meals, prioritising workouts, or maintaining a bedtime routine) they create a framework that supports their goals without requiring constant mental effort. This shift from willpower to habit is what makes process goals so effective for long-term change.

Why Process Goals Are More Effective

You still need to set outcome goals, as they guide the journey, but we generally advocate transforming these outcome goals into process goals. This generally seems to be more effective, and leads to better results. But why are process goals more effective?

They Build Consistency:

Progress in fitness and nutrition comes from consistently showing up and doing the work, and process goals provide a roadmap for this consistency. By focusing on repeatable actions, clients can develop routines that become second nature over time.

For example, a goal like “I’ll walk 8,000 steps every day” creates a habit of daily movement. The power of consistency lies in its compounding effect: small, consistent efforts add up to significant results over weeks, months, and years.

Importantly, process goals reduce the overwhelm that often accompanies outcome goals. Instead of focusing on a distant result, clients can channel their energy into actions they can take today.

Additionally, consistency builds confidence. Every time a client successfully completes a process goal, they reinforce the belief that they’re capable of achieving their broader objectives. This growing confidence encourages further adherence to their routine, creating a positive feedback loop that supports long-term progress.

They Reduce Anxiety Around Results:

Obsessing over outcome goals can create unnecessary stress and disappointment, especially when progress isn’t linear. For example, a client who weighs themselves daily may feel demoralised by natural fluctuations in weight, even if they’re doing everything right. Process goals redirect their focus to controllable actions, like preparing balanced meals or completing scheduled workouts. By prioritising what they can control, clients feel more empowered and less burdened by the unpredictable nature of long-term progress.

This shift also encourages clients to take pride in the process itself. When clients realise that progress is about building habits and showing up consistently, they’re less likely to fixate on immediate results and more likely to develop patience and persistence. Over time, they learn to trust the process and embrace the journey rather than feeling pressured to achieve perfection overnight.

They Foster a Growth Mindset:

Process goals encourage clients to view their efforts through the lens of learning and growth. Instead of focusing on failures or setbacks, clients are taught to see challenges as opportunities for improvement. For example, if a client misses a workout, they can evaluate what went wrong (e.g., poor scheduling or lack of preparation) and use this insight to plan better in the future. This perspective not only builds resilience but also instils a sense of ownership over their progress.

A growth mindset reinforces the idea that success is not about being perfect but about showing up and learning from experiences. This shift in thinking helps clients stay motivated during tough times and prevents them from falling into the trap of all-or-nothing thinking. Even small wins, like choosing a healthier meal or completing a short workout, become sources of pride and motivation when clients adopt a growth-oriented perspective.

They’re Flexible:

Life is unpredictable, and circumstances can change at any moment. Process goals are inherently adaptable, making them particularly valuable for maintaining progress despite setbacks. For example, if a client suffers an injury, their original goal of building muscle with resistance training might no longer be totally feasible. However, they can pivot to focus on exercises that training other muscle, gentle stretching/mobility work, or improving their nutrition. Similarly, if a client has to travel for work, their process goals might shift from gym workouts to bodyweight exercises they can do in a hotel room.

This adaptability ensures that clients can stay engaged with their goals, even when faced with obstacles. It also prevents the defeatist mindset that can occur when an outcome goal feels unattainable. By focusing on actions that are within their control, clients learn to navigate challenges with confidence and maintain a sense of progress, no matter the circumstances. Over time, this ability to adapt becomes a key driver of long-term success.

Ultimately, the reason process goals are effective is because you don’t control the outcome, but you do control the actions that lead to that outcome. So focusing on the process goals rather than outcome goals helps clients to stay consistent and actually achieve the outcomes they desire.

How to Set Process Goals with Your Clients

Now that we’ve covered the why, let’s dive into the how. Setting effective process goals with your clients is a collaborative process that requires communication, understanding, and adaptability. Here’s how you can start implementing process goals with your clients:

1. Start with Their Outcome Goal:

The first step is to understand your client’s overarching goal. What do they want to achieve? Whether it’s weight loss, improved strength, better endurance, or something else, this big-picture goal gives you insight into what motivates them. Take the time to ask open-ended questions, such as:

  • Why is this goal important to you?
  • What would achieving this goal mean for your life or health?
  • Have you tried to achieve this goal before? If so, what worked and what didn’t?

These questions not only clarify their aspirations but also build trust and rapport. Once you understand their motivation, you can frame process goals in a way that aligns with their values, making the journey feel more meaningful and achievable.

2. Break It Down:

Outcome goals can feel overwhelming, especially when they’re ambitious. To make them manageable, break them into smaller, actionable components. For example, if the goal is weight loss, discuss the underlying behaviours that contribute to it, such as:

  • Improving meal quality and portion control.
  • Increasing physical activity.
  • Managing stress levels to prevent emotional eating.

Guide your client to identify these key areas and prioritise them based on their lifestyle and readiness to change. This process transforms an intimidating goal into a series of smaller, actionable steps, which feel more attainable and less daunting.

Use visual aids if needed. For example, a flowchart or checklist can help map out the steps. By creating a clear plan, you’re empowering your client with a sense of direction and control.

3. Set Specific Process Goals:

Once you’ve broken the goal down, help your client define 1-3 process goals that are actionable and focused. These goals should meet the following criteria:

  • Specific: Vague goals like “eat healthier” lack clarity. Instead, refine them to something like, “eat three servings of vegetables per day” or “include protein in every meal.” This precision eliminates guesswork and provides clear direction.
  • Measurable: Ensure goals can be tracked. For instance, “attend three fitness classes per week” is measurable, whereas “work out more” is not. Measurable goals make progress tangible and provide a sense of accomplishment.
  • Realistic: The goals must align with the client’s current abilities and lifestyle. If a client is new to exercise, a goal like “walk 5,000 steps a day” may feel achievable, while “run 5 miles” might feel overwhelming. By tailoring goals to their starting point, you increase the likelihood of success.

Encourage clients to write down their process goals and display them somewhere visible, such as on their phone or a sticky note on the fridge. This serves as a constant reminder and helps reinforce commitment.

4. Track and Celebrate Progress:

Tracking progress is essential for maintaining motivation and identifying areas for improvement. Use tools like:

  • Habit trackers to monitor daily or weekly actions.
  • Fitness apps to log workouts or food intake.
  • Simple check-ins during sessions to discuss how they’re feeling about their progress.

Celebrate every win, no matter how small.

Did your client complete all their scheduled workouts for the week? Acknowledge their consistency.

Did they meal prep for the first time? Highlight their effort and ask how it felt.

Positive reinforcement builds confidence and strengthens the connection between effort and achievement.

Additionally, encourage clients to reflect on how these small wins contribute to their larger goals. For example, “How does sticking to your meal prep schedule make you feel about your ability to eat healthier overall?” This helps them see the value in their actions and keeps them motivated.

5. Revisit and Refine:

As your client’s journey unfolds, their needs and circumstances may change. Make it a habit to regularly revisit their goals. Ask questions like:

  • Are these process goals still helping you get closer to your outcome goal?
  • What’s working well, and what’s challenging?
  • Are there new opportunities or obstacles we should consider?

If a goal becomes too easy, challenge your client with a slightly more ambitious version. For example, if they’ve been walking 5,000 steps daily with ease, increase it to 7,000 steps.

Conversely, if a goal feels overwhelming, scale it back to something more manageable. For example, reduce a meal prep goal from four days a week to two days if time constraints arise.

This iterative process ensures that goals remain relevant, achievable, and aligned with your client’s evolving needs. It also reinforces the idea that flexibility is a strength, not a setback, in their journey toward long-term success.

Real-Life Example

Let’s say your client comes to you with the goal of losing 15 pounds. Here’s how you might guide them using process goals to ensure sustainable, actionable progress:

1. Outcome Goal:

The client’s desired result is to lose 15 pounds. This is their long-term target, which serves as the anchor for their motivation.

2. Process Goals:

To break this outcome into manageable, action-oriented steps, focus on daily or weekly behaviours. For example:

  • Meal Prep: Set a goal to prep lunches for work at least 4 days a week. Meal prep reduces reliance on takeout or processed foods and ensures they’re eating balanced, nutrient-dense meals.
  • Strength Training: Commit to strength training 3 times a week. Strength training helps build lean muscle, which boosts metabolism and supports fat loss.
  • Nutrition Tracking: Track food intake 5 days a week using a nutrition app. This builds awareness around portion sizes, calorie consumption, and macronutrient distribution.
  • Daily Movement: If the client is sedentary, you could also add a step-count goal, such as walking 7,000-10,000 steps per day, to increase overall activity levels.

These process goals are specific, measurable, and entirely within the client’s control. They provide a clear roadmap for daily actions that contribute to their weight-loss journey.

3. Progress Tracking:

Schedule regular check-ins to evaluate how the client is doing with their process goals. For example:

  • Are they managing to prep lunches consistently? If not, what barriers are they facing, and how can you adjust? Perhaps reducing the goal to 2-3 days of meal prep per week might feel more achievable.
  • Are they enjoying their workouts? If not, consider modifying the program or exploring alternative forms of movement they’re more likely to stick with.
  • Review their food tracking logs together to identify patterns or opportunities for improvement, like increasing vegetable intake or reducing high-calorie snacks.
  • Use a habit tracker to monitor adherence to their goals, and adjust the intensity or frequency based on their feedback and results.

This ongoing process of tracking and adjustment ensures that goals remain realistic and aligned with the client’s progress and lifestyle.

4. Celebrate Success:

Recognise and reward small wins along the way to build confidence and maintain motivation. For example:

  • If they strength-train 3 times a week for an entire month, highlight their consistency and the progress they’ve made in terms of strength or energy levels.
  • If they manage to track their food intake for 5 days every week, congratulate them on developing a mindful eating habit and discuss how this awareness is helping them make better choices.
  • Celebrate adherence to 80% of their process goals as a significant achievement. Explain that consistency, not perfection, is the key to long-term results. For instance, “By hitting your meal prep and strength training goals most of the time, you’re building the habits that will sustain your progress.”

5. Evolving the Plan:

As the client builds momentum and becomes more confident, you can introduce new challenges or refine their process goals. For example:

  • If they’re excelling at meal prep, encourage them to experiment with more complex recipes or batch cooking for an entire week.
  • If they’re meeting their strength training goals consistently, consider increasing intensity, adding new exercises, or introducing a progressive overload plan to keep their workouts challenging.
  • If they’re walking 7,000 steps daily with ease, gradually increase the target to 10,000 steps or incorporate short jogs or hikes.

By tailoring the plan to the client’s evolving needs, you keep the journey dynamic and engaging while ensuring continued progress.

This approach to guiding a client highlights the importance of actionable, habit-focused goals. By concentrating on process goals like meal prep, strength training, and food tracking, you empower the client to take control of their journey, building habits that lead to sustainable results.

At every step, celebrate their efforts and adapt the plan as needed, ensuring that success feels both achievable and rewarding.

Final Thoughts on Setting Process Goals Rather Than Outcomes Goals

As a coach, your job is to guide clients toward sustainable, long-term success. Process goals are one of the most effective tools in your toolkit because they shift the focus from outcomes (which can feel distant and uncontrollable) to actions (which are immediate and empowering).

The next time a client tells you their big goal, don’t just cheer them on, help them break it down into actionable steps. Teach them to trust the process, and watch how it transforms their mindset and results. And as a coach, honestly, you’ll find it’s one of the most rewarding strategies for helping clients thrive long term.

We have a lot of free content available in our content hub, if you want to learn more. We specifically have a lot of content for coaches in our Coaches Corner. If you want even more free information, you can follow us on Instagram, YouTube or listen to the podcast. You can always stay up to date with our latest content by subscribing to our newsletter.

Finally, if you want to learn how to coach nutrition, then consider our Nutrition Coach Certification course, and if you want to learn to get better at exercise program design, then consider our course on exercise program design. We do have other courses available too. If you don’t understand something, or you just need clarification, you can always reach out to us on Instagram or via email.

Paddy Farrell

Hey, I'm Paddy!

I am a coach who loves to help people master their health and fitness. I am a personal trainer, strength and conditioning coach, and I have a degree in Biochemistry and Biomolecular Science. I have been coaching people for over 10 years now.

When I grew up, you couldn't find great health and fitness information, and you still can't really. So my content aims to solve that!

I enjoy training in the gym, doing martial arts and hiking in the mountains (around Europe, mainly). I am also an avid reader of history, politics and science. When I am not in the mountains, exercising or reading, you will likely find me in a museum.