Parenting in today’s fast-paced world has become a challenge like no other. As families navigate the complexities of modern life, many parents are turning to professional coaches for guidance.
These experts offer tailored advice, much like therapy, to help parents manage their children’s behaviour, strengthen family bonds, and tackle daily struggles.
Parental coaching is not only transforming lives but also emerging as a viable career path, blending purpose with profit.
With session charges ranging from Sh5,000 to Sh15,000, depending on duration and expertise, these coaches are finding both fulfilment and financial stability in their roles.
From child therapy to parental guidance
Dr Carol Chakua, a therapist, university lecturer, and parental coach, began her journey from a deep-rooted commitment to children’s well-being.
Years of therapy with young clients revealed a recurring pattern: children thrived in the safe, nurturing environment of therapy, only to regress when returned to homes lacking the same support.
“I realised that to create lasting change, I needed to work directly with parents. They hold the key to providing the environment that children need to flourish,” says Dr Chakua.
Since 2017, she has shifted her focus entirely to parental coaching, blending therapy and coaching techniques to tackle the root causes of family struggles.
But changing parental mindsets is no small feat. “The hardest part is shifting the focus from their child to themselves,” she explains.
“Parents often come in wanting to fix their child, but the real work lies in helping them reflect on their own behaviours, interpretations, and triggers.”
Breaking old patterns
One of the most common issues Dr Chakua addresses is the struggle parents face with teenagers’ sudden behavioural changes.
“Parents often fall back on rigid, familiar patterns. But teenagers are evolving, and the old methods no longer work. Our approach is rooted in compassion, not judgement,” she emphasises.
Dr Carolyn Chakua a therapist and parenting coach.
Photo credit: File | Nation Media Group
Her coaching programmes typically span five to eight sessions, with some parents opting for ongoing monthly check-ins. “Even after formal sessions end, some clients continue with periodic meetings to fine-tune their parenting strategies,” she says.
The bigger picture: Parents as key influencers
Jane Kariuki, another parental coach, discovered the importance of working with parents during her counselling sessions with preteens and teenagers.
“Many emotional and behavioural challenges in children are deeply influenced by their parents. By engaging parents, I realised I could make a more significant impact,” she shares.
Armed with a degree in Counselling Psychology and an upcoming master’s in Clinical Psychology, Ms Kariuki supplements her formal education with extensive reading on parenting.
She has structured her services into two main programmes: Preteen and teen therapy programmes and parenting programmes. The latter includes workshops and training designed to help parents understand and connect with their children on a deeper level.
“The demand for parental coaching is rising in Kenya,” she observes.
“Busy lifestyles, missed foundational parenting lessons, and challenges like technology use are driving this need. Parents often seek help when their teens start exhibiting behaviours such as phone addiction, disrespect, or impulsive decisions.”
Technology and the modern parenting puzzle
Social media is a recurring theme in Ms Kariuki’s sessions.
“Parents are struggling to balance the benefits of digital connectivity with the need to maintain healthy boundaries. They must accept that platforms like social media are now integral to academic and social lives,” she says.
Beyond practical advice, Ms Kariuki often uncovers deeper issues.
Jane Kariuki founder of Parenteen Kenya and a mother of three during an interview at Nation FM on August 21, 2024.
Photo credit: File | Nation Media Group
“Many parents carry unresolved trauma or emotional struggles that shape their interactions with their teens. Sometimes, they need therapy themselves,” she adds.
Coaching with a teacher’s touch
For Collins Odhiambo, a teacher turned parental coach, the journey began during the Covid-19 pandemic.
“Parents had their children at home full-time and started noticing behaviours they hadn’t seen before. They reached out to me for advice, and that’s how my coaching practice began,” he recalls.
Mr Odhiambo has since built an online community where parents ask questions and receive guidance. His active TikTok account serves as a platform to share parenting tips, and he has even published a book on the subject.
His approach is straightforward: “Many Kenyan parents need to update their parenting playbook. We’ve parented with fear for too long, but fear doesn’t work with today’s teenagers. Technology has become a scapegoat, yet the real issue is how we engage with it as a family.”
Mr Odhiambo likens traditional parenting to refereeing: “Parents wait for their children to make mistakes, then penalise them. What they need to do is upgrade to being coaches—guiding, mentoring, and inspiring their children.”