The Power of Parenting Coaches

Jai Institute for Parenting • September 29, 2023
The Power of Parenting Coaches

You may think there are prerequisites to becoming a Parenting Coach here at The Jai Institute for Parenting or that you need a background in education, mental health, or childcare. 


But the truth is that our students and graduates come from various backgrounds and careers. Some were accountants or lawyers. Many have been stay-at-home caregivers. We hear from students who were tired of trading their passion for a job or felt uninspired by their work in the corporate world. 


This series explores some of their stories. As the founder of Jai, I can speak to the experience of realizing, after I had my children, that I was no longer interested in spending my days in a cubicle while someone else got to be with my kids. Work became a dreadful obligation. I hated it. I had enjoyed working in finance after college. I loved the game. But after kids, the price of playing that game became too dear. That’s when I became a coach. 


This series shares the stories of our coaches who came to Jai because they felt that same pull… to
create work with meaning and enjoy the flexibility of being a business owner. They had the passion and could see the need. And, as you’ll discover, we gave them the education, training, confidence, and steps to take this work and turn it into their new career. 


Motivation to Become a Parenting Coach

Many of our students and graduates are motivated to become parenting coaches by a deep desire to impact families and parents facing various challenges positively. Of course, their motivations are diverse, ranging from personal parenting struggles to a strong calling to serve and support others. 


Some seek to merge their professional aspirations with their roles as parents, while others aim to bridge gaps in their own parenting journeys. Despite these different motivations, all these individuals share a common goal: to
empower parents, nurture empathetic and attuned parenting, and foster stronger connections between parents and their children.


Danielle Ridgway: The Natural Coach

After a 15-year career in corporate project management for technology companies, Danielle Ridgway felt a deep calling to become a parenting coach. "After having children, I found myself struggling when I'd assumed I would be a wonderful parent."


This struggle led her to seek transformation and better connections with her children. She realized that her innate coaching abilities could be harnessed to help parents navigate the complexities of raising children. “I looked into ‘life coaching’ certifications, and once I learned that parent coaches existed, I knew immediately that I had to do it.”

Parent Coach Spotlights

Read Tamara, Chrissy, and Jason's stories:


Lisa Krug: Balancing Motherhood and Entrepreneurship

Lisa Krug's journey into parenting coaching began as she transitioned from her career in human resources to becoming a full-time mom. She longed to merge her professional aspirations with her role as a mother. 


“After our second son was born in 2014, I opted to stay home with our boys full-time, stepping out of a decade-long career in human resources.” 


Lisa left her job to start her own business, but it still required travel to tradeshows. Things were better, but it still didn’t feel like the “right fit.”

“Meanwhile, everything we knew about work and life shifted globally with the start of the pandemic. It was during this time that I was doing a deep dive personally on my next steps in life, and the opportunity to join the Jai certification program came to me. Not only was it the perfect next step for me professionally, allowing me to work for myself and around the needs of our family, but it was exactly the next step I needed in my personal growth as a mom.”


Tamara Young: Serving Parents and Families

Tamara Young found her calling to become a parenting coach while in the midst of a career transition after 13 years of active-duty military service. She had a deep desire to continue serving, specifically parents and families. 


“I had recently started my master's program in Behavior Analysis and wanted to enhance my scientific understanding of behavior with nervous system, attachment, mindsight, and brain science. Becoming a parent coach felt like the missing piece to make me the competent practitioner I envisioned with a balance of necessary skills to best service the parents and caregiver.
"


The Transformation in Their Own Parenting Experience Came First 

Becoming parenting coaches profoundly impacted these coaches’ personal parenting experiences, as they brought about positive changes and deeper connections with their own children. Their coaching journeys allowed them to break free from inherited patterns, fostering more empathetic and attuned parenting styles. 


Here's how it affected them individually:


Becoming a parenting coach
helped Danielle break free from inherited patterns in her own parenting. She better understood empathetic and attuned parenting, which transformed her relationship with her children. 


For Lisa, the journey into parenting coaching allowed her to feel more authentic in her role as a parent. 


Tamara's experience as a parenting coach enhanced her awareness and ability to provide secure, authentic connections with her own children. 


They all found authenticity in their roles as parents, making space for positive emotions, thoughts, and beliefs while navigating challenging situations. Through their coaching work, these individuals not only transformed the lives of the families they served but also experienced a transformation within their own families, resulting in stronger connections with their children and a more fulfilling personal parenting journey.


Impact on Families

For these parenting coaches, the impact of their work on families is the most rewarding aspect of their profession.


Danielle Ridgway takes immense satisfaction in witnessing the positive changes in parents' relationships with their children. She shares, “Parents want and need this support, and they are willing to pay for it. I am committed and determined to maintain a thriving business. I now view the marketing component as serving a potential client whose family life could be drastically improved by this work.” 


Danielle helps parents break free from generational and cultural patterns that cause emotional, relational, and even physical harm, fostering more empathetic and attuned parenting.


Lisa Krug cherishes the integration of her work and personal life, allowing her to support parents in experiencing powerful transformations in their relationships with their children. 


“My favorite thing about working as a parenting coach (
an “Intentional Parenting Coach” is how I describe my unique voice in this work) is how my work informs my life, and my life informs my work. One of the reasons I left my career in HR, which I enjoyed and was very good at, was I felt like I had to “check my mom-self at the door” and compartmentalize core parts of myself while at work. I wear my heart on my sleeve and found this way of being inauthentic for me.

 

“I also get chills when my clients share their tiny shifts and glimmers with their children and family. This is where the magic is with this work, and helping them see their challenges in a new way alone can create such powerful shifts and changes. I know this work is healing the world one family at a time.”


“I get to witness parents make space for positive emotions, thoughts, and beliefs while in the presence of challenging emotions or situations,”
adds Tamara. “It’s a blessing to support parents as they improve their ability to provide safe, secure, authentic connections with their children with more consistency and present-moment awareness. I’ve always felt led to continue to serve, and more specifically, parents and families."

The most impactful aspect of Tamara’s work is the realization that she is operating in her purpose. She feels blessed to support parents in making space for positive emotions and providing secure, authentic connections with their children.


“It NEVER feels like work.”


Building a Successful Parent Coaching Business

These parenting coaches employed various strategies to build their coaching businesses. Danielle Ridgway and Lisa Krug transitioned from offering free coaching services to working with paid clients, recognizing the demand for their expertise. Lisa adds, “In-person talks and workshops have been the best way to connect with parents who become paying clients."


Tamara Young used her Jai Certification to offer our comprehensive 12-week Transformational Parenting Program, catering to individual and group formats while incorporating compassion, connection, and understanding principles into her practice. She primarily uses Instagram to attract ideal clients. 


"It has been so affirming each time I bring my awareness to the fact that I am paid to do what I love on a daily basis."


By consistently demonstrating the value of their coaching services and sharing their knowledge, these coaches successfully
built thriving businesses in the field of parenting coaching.


These three coaches' stories underscore the diverse motivations, comprehensive training, successful business strategies, and the
profound impact of parenting coaching on families. These individuals are dedicated to empowering parents and nurturing more empathetic and attuned parenting, making a positive difference in the lives of children and families worldwide.


If you wish to create the same impact and thrive as a parent coach and a parent, join Jai's Transformational Parent Coaching Program and find a career or passion and purpose.

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By Maggie Pouplis June 3, 2026
Almost every parent experiences this more than once. Your child changes, and suddenly, you feel like you no longer fully understand them. The toddler who melts down over the “wrong” cup. The once easygoing school-aged child who suddenly becomes more sensitive, withdrawn, or reactive. The teenager who pulls away just when you feel the strongest urge to protect them. And somewhere in those moments, most parents begin searching for explanations. “Something changed.” “Someone is influencing them.” “They’ve become difficult.” “Social media is ruining this generation.” As parents, we naturally try to make sense of behavior. We look for causes because uncertainty feels uncomfortable, especially when it involves someone we love so deeply. But many times, what changes first is not the child’s character. It is the child’s developing brain. One of the most important things I learned during my training with the Jai Institute for Parenting was that behavior cannot be fully understood outside the context of relationship, nervous system development, and emotional safety. That perspective stayed with me and eventually led me to dive even deeper into developmental neuroscience and brain development. Because once you begin to understand how the brain develops, it stops looking like defiance, manipulation, laziness, or attitude. The behavior begins to look like development. In the early years of life, especially between ages two and four, children experience emotions intensely while still lacking the neurological maturity to regulate them independently. The areas of the brain responsible for impulse control, emotional regulation, planning, and perspective taking are still under construction. In other words, young children often feel enormous emotions inside very small nervous systems. This is why a toddler can completely fall apart because their banana broke in half or because you gave them the “wrong” spoon. To the adult brain, the reaction may seem dramatic. To the child’s nervous system, however, the distress is real. This does not mean children should grow up without boundaries . It means that in moments of emotional flooding, connection and regulation often need to come before teaching. As Dr. Daniel Siegel often explains, an overwhelmed brain cannot effectively access logic, learning, or problem-solving. The nervous system must first return to a state of safety before true learning can happen. This is where co-regulation becomes incredibly important. Children borrow our nervous systems long before they can consistently regulate themselves. They learn emotional regulation through repeated relational experiences with calm, connected adults. Of course, this does not mean parents must remain perfectly calm all the time. Parents are human beings with limits, stress, exhaustion, responsibilities, and their own nervous systems. What matters most is not perfection but repair, awareness, and the overall emotional climate of the relationship. As children move into the school-age years, something else begins to happen. Around ages five to seven, the social brain expands significantly. Children become increasingly aware of how others see them. Acceptance, belonging, comparison, fairness, and peer relationships begin carrying much more emotional weight. This is often the age when parents say things like: “They suddenly became more sensitive.” “They take everything personally now.” “They worry more than before.” And they are usually right. At this stage, children are not simply reacting emotionally. They are beginning to build a deeper social identity. Their brains are becoming more aware of social evaluation and emotional meaning within relationships. Then comes a stage I personally believe is one of the most misunderstood of all: roughly ages eight to ten. Many parents expect things to stabilize by this point. Instead, some children become quieter, more introspective, more emotionally reactive, or seemingly disconnected. Others become easily bored, frustrated, or emotionally overwhelmed. And naturally, adults begin creating narratives around those changes. “They’re lazy.” “They’ve changed.” “They don’t care anymore.” But very often, what we are witnessing is neurological reorganization rather than deterioration. During this period, the brain begins a major process called synaptic pruning. Neural connections that are not frequently used begin to weaken, while frequently used pathways become stronger and more efficient. At the same time, children develop more complex emotional awareness, deeper thinking, and a richer internal world. Many children at this age begin asking bigger questions about themselves, relationships, fairness, identity, and belonging, even if they cannot fully articulate those thoughts yet. Sometimes what adults interpret as withdrawal is actually cognitive and emotional expansion happening internally. And then adolescence arrives, perhaps the stage that activates the most fear in parents. Teenagers begin separating psychologically from their parents as part of healthy development. Their need for autonomy increases while the emotional and reward systems of the brain become highly sensitive. Peer relationships become deeply important, emotions intensify, and risk-taking often increases. To many parents, this can feel frightening or even personal. But adolescence is not a broken relationship. It is a developmental transition. Teenagers still need boundaries, guidance, and emotional safety. Perhaps more than ever. But they also need space to develop identity, autonomy, and a sense of self outside the parent-child dynamic. And maybe this is one of the biggest challenges of parenting today: learning how to remain emotionally available without trying to control every stage of development out of fear. Modern parenting often places enormous pressure on parents to react perfectly at every moment. But children do not need perfect parents. They need regulated enough adults who are willing to stay curious about what behavior may actually be communicating. Because many times, children are not trying to give us a hard time. They are trying to organize a developing brain and nervous system inside a very overstimulating world. And perhaps the question we need to ask more often is not “How do I stop this behavior?” , but “What might this developing brain be trying to communicate through it?”
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By Maggie Pouplis June 3, 2026
Almost every parent experiences this more than once. Your child changes, and suddenly, you feel like you no longer fully understand them. The toddler who melts down over the “wrong” cup. The once easygoing school-aged child who suddenly becomes more sensitive, withdrawn, or reactive. The teenager who pulls away just when you feel the strongest urge to protect them. And somewhere in those moments, most parents begin searching for explanations. “Something changed.” “Someone is influencing them.” “They’ve become difficult.” “Social media is ruining this generation.” As parents, we naturally try to make sense of behavior. We look for causes because uncertainty feels uncomfortable, especially when it involves someone we love so deeply. But many times, what changes first is not the child’s character. It is the child’s developing brain. One of the most important things I learned during my training with the Jai Institute for Parenting was that behavior cannot be fully understood outside the context of relationship, nervous system development, and emotional safety. That perspective stayed with me and eventually led me to dive even deeper into developmental neuroscience and brain development. Because once you begin to understand how the brain develops, it stops looking like defiance, manipulation, laziness, or attitude. The behavior begins to look like development. In the early years of life, especially between ages two and four, children experience emotions intensely while still lacking the neurological maturity to regulate them independently. The areas of the brain responsible for impulse control, emotional regulation, planning, and perspective taking are still under construction. In other words, young children often feel enormous emotions inside very small nervous systems. This is why a toddler can completely fall apart because their banana broke in half or because you gave them the “wrong” spoon. To the adult brain, the reaction may seem dramatic. To the child’s nervous system, however, the distress is real. This does not mean children should grow up without boundaries . It means that in moments of emotional flooding, connection and regulation often need to come before teaching. As Dr. Daniel Siegel often explains, an overwhelmed brain cannot effectively access logic, learning, or problem-solving. The nervous system must first return to a state of safety before true learning can happen. This is where co-regulation becomes incredibly important. Children borrow our nervous systems long before they can consistently regulate themselves. They learn emotional regulation through repeated relational experiences with calm, connected adults. Of course, this does not mean parents must remain perfectly calm all the time. Parents are human beings with limits, stress, exhaustion, responsibilities, and their own nervous systems. What matters most is not perfection but repair, awareness, and the overall emotional climate of the relationship. As children move into the school-age years, something else begins to happen. Around ages five to seven, the social brain expands significantly. Children become increasingly aware of how others see them. Acceptance, belonging, comparison, fairness, and peer relationships begin carrying much more emotional weight. This is often the age when parents say things like: “They suddenly became more sensitive.” “They take everything personally now.” “They worry more than before.” And they are usually right. At this stage, children are not simply reacting emotionally. They are beginning to build a deeper social identity. Their brains are becoming more aware of social evaluation and emotional meaning within relationships. Then comes a stage I personally believe is one of the most misunderstood of all: roughly ages eight to ten. Many parents expect things to stabilize by this point. Instead, some children become quieter, more introspective, more emotionally reactive, or seemingly disconnected. Others become easily bored, frustrated, or emotionally overwhelmed. And naturally, adults begin creating narratives around those changes. “They’re lazy.” “They’ve changed.” “They don’t care anymore.” But very often, what we are witnessing is neurological reorganization rather than deterioration. During this period, the brain begins a major process called synaptic pruning. Neural connections that are not frequently used begin to weaken, while frequently used pathways become stronger and more efficient. At the same time, children develop more complex emotional awareness, deeper thinking, and a richer internal world. Many children at this age begin asking bigger questions about themselves, relationships, fairness, identity, and belonging, even if they cannot fully articulate those thoughts yet. Sometimes what adults interpret as withdrawal is actually cognitive and emotional expansion happening internally. And then adolescence arrives, perhaps the stage that activates the most fear in parents. Teenagers begin separating psychologically from their parents as part of healthy development. Their need for autonomy increases while the emotional and reward systems of the brain become highly sensitive. Peer relationships become deeply important, emotions intensify, and risk-taking often increases. To many parents, this can feel frightening or even personal. But adolescence is not a broken relationship. It is a developmental transition. Teenagers still need boundaries, guidance, and emotional safety. Perhaps more than ever. But they also need space to develop identity, autonomy, and a sense of self outside the parent-child dynamic. And maybe this is one of the biggest challenges of parenting today: learning how to remain emotionally available without trying to control every stage of development out of fear. Modern parenting often places enormous pressure on parents to react perfectly at every moment. But children do not need perfect parents. They need regulated enough adults who are willing to stay curious about what behavior may actually be communicating. Because many times, children are not trying to give us a hard time. They are trying to organize a developing brain and nervous system inside a very overstimulating world. And perhaps the question we need to ask more often is not “How do I stop this behavior?” , but “What might this developing brain be trying to communicate through it?”
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By Jai Institute for Parenting May 29, 2026
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Jaclyn Carlson: Why Burned-Out Working Mothers Are Turning Toward Coaching Careers
By Jai Institute for Parenting May 13, 2026
Discover how Jaclyn Carlson transitioned from corporate burnout to meaningful work as a parenting coach, and why more mothers are turning to parent coaching for purpose, flexibility, and emotional impact.
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