Broadly, it involves helping people who are in active addiction, be it with substances or behaviors, as well as those who are in recovery from addictions.
In sessions, the addiction coach helps people understand the nature of their addiction, and how it has impacted their lives. They also help people develop strategies to overcome that addiction. Addiction coaching is sometimes conducted in groups and sometimes in one-on-one sessions or a combination of both.
Addiction coaches use a range of approaches and techniques depending on their own education, experience, and preferences. These may be cognitive, such as asking people to keep a journal or complete other forms of self-reflection to gain a better understanding of their situation, or somatic, such as using creative techniques like dance or art.