We consider composite Higgs models where the Higgs is a pseudo-Nambu Goldstone boson arising from the spontaneous breaking of an approximate global symmetry by some underlying strong dynamics. We focus on the SO(5) -> SO(4) symmetry breaking pattern, assuming the partial compositeness paradigm. We study the consequences on Higgs physics of the fermionic representations produced by the strong dynamics, that mix with the Standard Model (SM) degrees of freedom. We consider models based on the lowest-dimensional representations of SO(5) that allow for the custodial protection of the Z(b) over bar b coupling, i.e. the 5, 10 and 14. We find a generic suppression of the gluon fusion process, while the Higgs branching fractions can be enhanced or suppressed compared to the SM. Interestingly, a precise measurement of the Higgs boson couplings can distinguish between different realizations in the fermionic sector, thus providing crucial information about the nature of the UV dynamics.Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)