After a successful career in sales, marketing and recruiting, Peter Behn found himself in an all-too-common situation. He was qualified and capable, but sidelined because of his age.
“I ran into a ton of people, myself included, who suffered from age discrimination in the marketplace,” Peter said. “Once you hit 50 or so, the opportunities just fall by the wayside.”
Seeing talented people send out hundreds of résumés with no response stirred something in Peter. After retiring, he spent a year “puttering around,” but quickly realized idleness wasn’t for him. He wanted to help others facing the same age-based hurdles.
That desire sparked the launch of WisdomWorks to equip mid- and late-career professionals with tools to land new jobs. But, that effort soon evolved into something much more impactful.
“I thought, what if I could help people create their own opportunities instead of waiting for someone to offer them one?” he explained.
A business model designed for reinvention
Today, at 73, Peter helps people over 50 to build profitable coaching businesses that put their experience to work serving others. He works primarily with people seeking a meaningful second act, often after encountering layoffs or barriers in traditional employment.
His system is tailored for people who may have deep expertise, but limited knowledge about launching a business. He offers a complete, done-for-you coaching platform that includes training, marketing support, AI-powered tools and a proprietary software system.
“We call it a franchise-in-a-box,” Peter said. “There’s no huge startup fee, no royalties, and no complicated contracts. It’s just a simple monthly subscription and everything you need to succeed.”
The system analyzes 12 high-impact areas where small businesses commonly lose money, That includes roadblocks like inefficient marketing, pricing strategies and missed bundling opportunities. Coaches then guide business owners through tailored strategies to boost profits.
“Revenue feeds the ego. Profits feed the family,” Peter said. “That’s our philosophy.”
Built for people who love to help
Peter said the best coaches are not necessarily business experts, but people who enjoy helping others.
“A good coach is someone with experience who wants to serve, who’s open to learning and comfortable talking to new people,” he explained. “You don’t have to know everything. The software includes AI that helps generate suggestions, and we give you scripts and questions to use during calls.”
He believes coaching is an ideal option for people over 50 because it offers flexibility, low startup costs and the chance to make a meaningful impact.
“Our average one-on-one coaching clients pay around $2,000 a month,” he said. “So, someone working with 10 clients could potentially earn $20,000 monthly. It depends on the effort they are willing to put in.”
More importantly, Peter finds coaching personally fulfilling. Whether he’s helping a plumber to raise his rates or a dentist to streamline costs, he enjoys the challenge of solving problems and seeing others succeed.
“It’s like a hobby for me,” Peter said. “And I get to change lives at the same time.”
Training and support
WisdomWorks provides far more than coaching advice. Participants gain access to:
- A customizable website with built-in marketing funnels
- A full virtual MBA with training in business fundamentals
- A customer relationship management system with follow-up automations and email templates
- Weekly “Ask the Expert” calls with experienced mentors
- A large peer community for advice, collaboration and support
Coaches can choose to work one-on-one with clients or lead group sessions. The software also guides them through how to start, price and promote their services effectively.
Peter said the system is especially powerful for people who want to serve a niche they understand well. For example, a retired contractor may feel drawn to help other tradespeople build better businesses. A former healthcare professional might enjoy working with doctors or therapists.
“You don’t have to learn a new industry,” he said. “You can coach the kinds of people you already understand. That’s where you offer the most value.”
A second act full of significance
Peter doesn’t travel much anymore. After decades of living out of suitcases for work, he’s content to stay closer to home. Back surgeries and arthritis keep him off the golf course, but he still feels fully engaged and mentally sharp thanks to his coaching work.
“Helping people grow their businesses and improve their lives keeps me going,” he said. “That’s what gives me meaning now.”
Even during his recruiting days, Peter found joy in changing lives. He recalled one Christmas when he received a message from a candidate he’d placed in a new job.
“He wrote, ‘Merry Christmas to you and your family. You sure made a difference for me and mine,’” Peter said. “That’s the kind of thing that stays with you.”
The coaching model Peter teaches isn’t just about earning income, rather it is about impact. He believes seasoned citizens have a duty and an opportunity to share what they know with others.
“Experience counts,” Peter said. “And there are small business owners all over the country who need someone in their corner.”
Advice for people seeking a new direction
For people over 50 who feel stuck or unsure what to do next, Peter encourages reflection and exploration.
“Find your passion, then pursue it,” he explained. “You may not even realize it’s a passion until you start dabbling. But, you’ve probably known for years that there’s something you’ve always wanted to try.
“If you’re willing to invest some time and effort, you can build something meaningful,” he added. “This chapter of life can be the most rewarding yet.”
For more information
To connect with Peter, visit these platforms:
- Website = www.wisdomworkscoach.com
- LinkedIn = www.linkedin.com/in/peterbehn
- Facebook = www.facebook.com/peter.behn.12
People interested in becoming coaches are invited to join Peter’s LinkedIn group, “Consulting Over 50 – Where Gray Matters and Experience Counts.” It is available at www.linkedin.com/groups/2444405.
