# Business coaching: a revenue screenshot is not an earnings forecast

A documented FTC case shows why big income promises deserve scrutiny before you pay for a course or an expensive coaching upgrade.

[Canonical HTML page](https://nosecrets.app/en/stories/business-coaching-income-claims-lurn)

Published by: [No Secrets Research](https://nosecrets.app/en/about#methodology)
Added: 2026-10-20
Topic: Work & careers

## Scope and context

Applies to: United States · FTC's Lurn case and coaching-sales guidance
Time context: 2023 enforcement case; refund distribution announced June 6, 2024
Sources checked: 2026-10-20

This is a specific historical case, not a finding about all coaches or a currently open refund offer.

## What the case establishes

In June 2024, FTC announced more than $2.4 million in payments to consumers harmed by Lurn. It described a 2023 lawsuit over unsupported money-making claims. This is an enforcement record, not our independent investigation.

[1: FTC](https://www.ftc.gov/news-events/news/press-releases/2024/06/ftc-sends-more-24-million-consumers-harmed-deceptive-business-coaching-scheme-lurn)

## Watch the upgrade ladder

FTC's coaching guidance warns about pressure to act quickly and further paid services after the initial purchase. Ask for the entire likely cost, cancellation conditions and evidence supporting the income promise.

[2: FTC](https://consumer.ftc.gov/articles/when-business-offer-or-coaching-program-scam)

## Ask about the denominator

Our checklist: how many buyers achieved the advertised outcome, over what period, after which costs, and how many earned nothing? A selected success story cannot answer those questions.

[2: FTC](https://consumer.ftc.gov/articles/when-business-offer-or-coaching-program-scam) · [1: FTC](https://www.ftc.gov/news-events/news/press-releases/2024/06/ftc-sends-more-24-million-consumers-harmed-deceptive-business-coaching-scheme-lurn)

## Sources

1. [FTC Sends More Than $2.4 Million to Consumers Harmed by Deceptive Business Coaching Scheme Lurn](https://www.ftc.gov/news-events/news/press-releases/2024/06/ftc-sends-more-24-million-consumers-harmed-deceptive-business-coaching-scheme-lurn) — FTC. 2024-06-06. Documents a specific coaching case and historical refund distribution.

2. [When a Business Offer or Coaching Program Is a Scam](https://consumer.ftc.gov/articles/when-business-offer-or-coaching-program-scam) — FTC. Checked 2026-10-20. Explains pressure selling, income promises and escalating fees.

## Disclosure

AI-assisted research, writing and translation by No Secrets, using the linked public documents. This is a source summary, not firsthand reporting or an independently audited investigation. No affiliate links are used in this article.

The source-check date is not the event date. Original documents control if a summary differs.