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What Is Professional Coaching And How Does it Work?

The Straight-Talking Guide You’ve Been Looking For

Introduction

I bet you’ve heard the word “coaching” at least a thousand times by now. It’s everywhere—on LinkedIn, YouTube, Instagram, podcasts, and casual conversations. And while the term might feel overused, I am convinced there’s real substance behind it.

As a professional coach, I’ll admit something upfront. Sometimes, when I scroll through my LinkedIn feed and see the sheer number of self-proclaimed coaches, I can’t help but roll my eyes. Coaching seems to have become the “it” profession, with people claiming to be experts in everything from decluttering closets to finding love through astrology. It’s both fascinating and, let’s be honest, a little annoying.

Real coaching is powerful and transformative. It’s not about quick fixes, magic solutions, or someone telling you how to live your life or work your work. It’s a structured, empowering process that helps you uncover your answers within, tap into your potential, and move toward meaningful change beyond the coaching session.

So, what exactly is coaching? 

Who is it for? 

And why does it work? 

You’re in the right place if you’ve ever wondered about these questions (or just felt mildly curious or annoyed about the coaching buzz). 

Let’s dive into what coaching truly is, how it works, and why it might be the tool you didn’t know you needed.

What is Coaching?

Let’s start with the basics. Coaching is a collaborative, future-focused process in which a trained professional helps you clarify goals, overcome challenges, and take actionable steps toward your desired outcomes.

Notice the keywords here: “collaborative” and “future-focused”. Coaching isn’t someone handing you a manual for life or telling you what to do. It’s a partnership. It’s about co-creating a path forward and holding space for you to explore, reflect, and find solutions.

Now, let’s address the confusion. 

Coaching is often confused with therapy, mentoring, training, or consulting, but they are not the same thing. 

  • Therapy is about healing the past and addressing emotional wounds. 
  • Mentoring is about learning from someone else’s experience. 
  • Training is about teaching and developing skills and competencies. 
  • Consulting is about getting expert advice to solve a specific problem.

Coaching, on the other hand, is different. 

It assumes that you already have the answers within you. A coach isn’t there to solve your problems—they’re there to help you uncover your solutions. Think of it as having a curious, non-judgmental partner who asks the right questions, challenges your assumptions, and holds you accountable as you move forward.

I typically explain coaching to my clients like this: 

And here’s a critical point: coaching is for healthy individuals. It’s not about fixing what’s broken—it’s about building on your strengths, expanding your self-awareness, and unlocking your potential.

A Brief History of Coaching

You might think coaching is a modern trend born out of the self-help movement. But coaching—at least its principles—has been around for centuries.

Ancient Beginnings: Socrates, the First Life Coach

If you’ve ever heard of the “Socratic method” or “Socratic questioning”, congratulations—you’ve encountered the earliest form of coaching. Socrates was the original question-asker, challenging people to think deeply and reflect on their beliefs. Sure, he wasn’t helping anyone with career transitions or becoming a more effective leader, but his emphasis on self-discovery and curiosity is the foundation of coaching today.

Medieval Times: Knights and Resilience Training

Fast-forward to the Middle Ages, where knights weren’t just trained in swordplay. They underwent rigorous mental, physical, and emotional preparation to handle the pressures of battle and life. It wasn’t called coaching, but the principles of resilience, discipline, and focus were all there.

Nineteenth Century: The Rise of Sports Coaching

The term “coach” originated in sports, and by the 19th century, around the time of the first modern Olympic Games in 1896 in Athens, athletes had dedicated trainers to help them perform at their best. The idea was simple: a coach enables you to get from where you are to where you want to be. The idea was not new since ancient athletes also had coaches who supported them with physical, emotional, and mental preparations. (Fun fact: the word “coach” comes from the concept of a stagecoach, which takes you from point A to point B.)

Modern-Day Coaching: From Tennis Courts to Boardrooms

In the 1970s, Tim Gallwey’s The Inner Game of Tennis introduced a revolutionary idea: performance isn’t just about skills—it’s about mindset. His work showed that overcoming mental barriers is key to success in sports and all areas of life. 

The ability to focus the mind is the ability not to let it run away with you. It does not mean to not think—but to be the one who directs your thinking.

Tim Gallwey, The Inner Game of Tennis

The “professionalization” of coaching began in the 1990s, with the International Coaching Federation (ICF) leading the charge. Established in 1995 as a U.S.-based nonprofit, the ICF set out to create quality and ethical standards, certify coaches, and foster a supportive community. Over time, it grew into a globally recognized authority for professional coaching.

In Europe, the European Mentoring and Coaching Council (EMCC) emerged in 1992 initially as the Mentoring Coaching Council, before rebranding in 2002. The EMCC focuses on rigorous accreditation and supports mentoring and coaching professionals across the continent.

Some countries, like the Netherlands, have also developed strong local coaching associations, such as NOBCO and Noloc.

All these professional organizations have a critical mission — to make coaching a trusted profession.

When searching for a coach, always check if they are part of reputable organizations like the ICF, EMCC, or local associations. Membership ensures adherence to professional standards and helps you avoid shiny but overpriced “coaching” programs—or worse, outright scams. A little due diligence goes a long way toward finding the right coach for your needs.

The Benefits of Coaching

If you want a neat list of the benefits coaching can offer, I might disappoint you. 

Why? Because the results depend entirely on you. That’s also the beauty of coaching—it meets you exactly where you are.

At the start of any coaching session, you’ll hear some version of the question: 

“What does success look like for you?” 

This helps create a measurable way to track progress, whether landing a new job, improving your leadership skills, or feeling more confident in your decisions.

Tangible vs. Intangible Benefits

Some benefits of coaching are easy to measure, which makes them more tangible

For example:

  • Did you secure the promotion?
  • Did you finally finish that project you’ve been procrastinating on?

Then there are the intangible benefits—the ones that don’t show up on a spreadsheet but can transform your life in surprising ways:

  • Gaining clarity on what you truly want.
  • Building the confidence to tackle challenges head-on.
  • Strengthening your relationships through better communication.
  • Achieving work-life balance (or at least getting closer to it).

A professional coach helps you uncover and define these benefits, track them, and—most importantly—feel them.

Types of Coaching

As you’ve probably noticed, there’s a coach for just about everything these days—leadership, career transitions, divorce, dating, parenting, sales, financial planning, retirement… the list goes on. 

While this abundance can be empowering, it can also be overwhelming. It raises the question: “How do you know what type of coach you need?”

More importantly, the growing number of “specialized” coaches sometimes undermines the credibility of coaching itself. Anyone with a knack for doing something well might start charging others to “teach them the secret.” 

But let me say this: professional coaching is a trained skill. It requires years of education, ongoing development, and accountability to ethical standards. At least.

To cut through the confusion, I’ve grouped the endless varieties of coaching into five main categories. These are broad buckets that cover most coaching services in a way that’s easy to understand.

1. Executive/Leadership Coaching

This type of coaching focuses on helping professionals develop their leadership capabilities, management, and communication skills and enhance their team’s and organizational performance. 

Think of it as professional support to navigate the people management and responsibility that comes with it. 

CEOs, managers, and other professionals often seek leadership coaching to sharpen their skills and improve their organizational impact.

2. Career Coaching

Whether you’re a recent graduate entering the workforce, a mid-career professional seeking a change, or someone navigating a tricky career transition, career coaching is designed to help you get clarity and direction in your professional life.

Career coaching helps you to realize strengths to leverage, prepare for the interview, and map the next steps after transition or re-entering the workforce. 

Career coaching also overlaps with study and academic coaching, particularly for those navigating the jump between education and work life.

3. Skills Coaching

This highly focused type of coaching focuses on specific skills needed to succeed professionally. It’s for those who clearly know what they want to improve but need structured guidance to develop that particular ability.

This type of coaching is for you if you want to improve your:

  • public speaking and presentation skills;
  • conflict resolution and negotiation tactics;
  • giving and receiving constructive feedback;
  • delivering compelling sales pitches or
  • improve project management or financial budgeting skills. 

Skills coaching is often viewed as an extension of executive or career coaching, but it’s specialized enough to stand independently for those seeking mastery in a particular area.

4. Wellness Coaching

Wellness coaching targets mental and physical health, creating sustainable habits, and improving overall well-being. It’s a field that requires additional qualifications in areas like psychology or counseling, as it often navigates sensitive areas of mental health (while still staying within the limits of coaching—not therapy).

If you feel lately more stressed and physically out of balance, emotionally overwhelmed, or burning out, you should consider this type of coaching. 

While wellness coaching can delve into mental health challenges, it’s important to remember that it’s not a substitute for therapy or medical treatment.

5. Life Coaching

The broadest category, life coaching, addresses personal challenges that aren’t necessarily related to work or health. It’s about helping clients gain clarity and take action in areas like relationships, parenting, or significant life transitions.

Life coaching is about clarity. It involves helping clients untangle the messy parts of their personal and interpersonal lives and create a path forward.

What’s Not Coaching (In My Opinion)

I know this might spark some debates, but here’s where I draw the line: not everything labeled as coaching is genuinely coaching.

For me, anything outside these core categories isn’t coaching in the traditional sense. That doesn’t mean it’s not valuable—it just deserves a different label. Call it consulting, mentorship, or advisory services, but don’t call it coaching.

Once again, if someone’s pitch begins with, “I’ll show you how…” or “I’ll give you the tools you need,” that’s not coaching—it’s teaching.

As appealing as it might sound, it is not as effective as if you were to act upon your insights and not pre-made solutions. 

How Does Coaching Work?

Coaching isn’t just a casual chat where someone nods and says, “You’ve got this!” It’s a structured, intentional process designed to create real change.

Here’s what the process often looks like:

  1. Discovery call or “let’s see if we click” phase. You and the coach get to know each other, discuss your goals, and decide if you are a good fit. A good coach won’t let you get away with vague aspirations like, “I want to feel better.” They’ll help you dig deeper and turn your hopes into clear, actionable goals.
  2. Before planning your next move, you must understand where you’re starting – your status quo
  3. Once done, you can move into defining what exactly is holding you back from changing the status quo and what you can/will/ready to do about it. A good coach will ask questions that make you reflect, even if they make you uncomfortable. This is a crucial step in the coaching process since your answers often lay beyond the known and comfortable – beyond your resistance. 
  4. Once you get there, things get practical. You and your coach map out a step-by-step plan to bridge the gaps between where you are now and where you want to be. And you move into its execution. 
  5. Coaching does not stop here. Not the least important function of the coach is to keep you accountable and move forward with executing your plan. Further, the coach will celebrate your wins, help you learn from setbacks (that are inevitable!), evaluate and adjust

Renowned Coaching Models

Some coaches use established coaching models to guide their sessions. Some — develop their own. 

Established frameworks vary, but they all aim to create clarity and action. Some popular ones include:

  • GROW: A step-by-step approach focusing on goals, reality, options, and will.
  • CLEAR: A communication-focused model emphasizing listening and feedback.
  • SOAR: A strengths-based model that highlights opportunities and aspirations.

My Coaching Model: S.T.E.P.S.

I’ve developed a coaching framework called S.T.E.P.S. It is rooted in cognitive-behavioral principles. It addresses how you think, feel, and act to create sustainable change.

Here’s how it works:

This model blends structure with flexibility, making it ideal for navigating real-life complexities.

Want to learn more about it? Do not hesitate to book a discovery call.

How to Get Started with Coaching

So, you’ve read about coaching and now wonder, “Is this what I need to tackle the challenges I’m facing?” If the answer is “YES”—or even a tentative “maybe”—it’s time to figure out how to find the right coach for you. Here’s a practical guide to help you get started without falling into the traps of shiny marketing or overhyped promises.

1. Identify Your Goals

Before anything else, you need to clarify what you want from coaching. Vague ideas like “I just want to feel better” or “I need some guidance” won’t cut it. Coaching is a results-driven process, so clarity is key. Ask yourself:

  • What is the most significant gap between where I am now and where I want to be?
  • What’s one thing I’ve been trying to achieve but haven’t been able to on my own?
  • What areas of my life or work cause me the most frustration or stress?
  • What’s one recurring thought or feeling I want to change?
  • What feedback have I received from others that I need to act on?

These questions aren’t just for your coach—they’re for you. The clearer you are about your goals, the easier it is to find a coach who aligns with your needs.

2. Research Qualified Coaches

Not all coaches are created equal. Some are highly trained professionals with years of experience; others are… well, let’s say they’ve had a good marketing day. 

To avoid the latter, here’s how to do your research:

  • Start with LinkedIn or other social media: Follow potential coaches, read their posts, and understand their style and expertise. LinkedIn is great for professional connections, but platforms like Instagram and YouTube can also give you insight into their personality and approach.
  • Check professional directories: Look for coaches credentialed by reputable organizations like the ICF or EMCC using their online directories. 
  • Ask your employer: Some companies offer internal coaching or work with external coaches. It’s worth checking with your HR department to see if this is an option for you.

3. Ask the Right Questions

Once you’ve shortlisted a few coaches, schedule a discovery call with your top 3. This is your chance to interview them (yes, you’re allowed to do that) and get a feel for their approach. During the call, ask:

  • Do they have formal training or certification from recognized organizations?
  • What kinds of clients do they work with? Have they dealt with challenges similar to yours?
  • How do they structure their sessions? Do they use specific models or frameworks?
  • Can they share examples of results they’ve helped clients achieve?

Pay close attention to what they say and how they say it. If a coach spends more time talking about themselves than listening to you, it’s a red flag. Coaching should be about you—not their greatness.

4. Watch Out for Red Flags

Even if someone looks impressive on paper, trust your instincts. Here are some red flags to look out for:

  • No recognizable coaching training or credentials: A professional coach should have completed a training program and be part of a respected organization.
  • Unclear pricing: If their fees feel vague or overly complicated, proceed cautiously. Transparency is key.
  • Pushing long commitments: A typical coaching engagement is 6–10 sessions, depending on your goals. If they’re hard-selling you a 20-session package upfront, it’s worth questioning why.
  • Cross-selling products: If they try to upsell your books, journals, or unrelated programs as “essential” to coaching, that’s a sign they might be more interested in sales than service.
  • Promises to “fix” or “solve” you: Coaching isn’t about fixing you. It’s about empowering you to find your solutions. Anyone who promises otherwise is likely overstepping the boundaries of coaching.

5. Commit to the Process

Once you’ve found a coach you feel comfortable with, it’s time to invest in the process entirely. A good coach will provide a coaching agreement—essentially, a contract that outlines your sessions’ expectations, goals, and terms. Make sure it covers:

  • What you’ll work on and how you’ll track progress.
  • Number of sessions, frequency, and duration.
  • Payment, cancellation, and refund policies.

This agreement protects you and the coach, ensuring a clear understanding of the partnership.

Final Thoughts

Coaching isn’t magic, and it’s not about someone swooping in to solve your problems or handing you a checklist of life hacks. What it is, though, is powerful. It’s a process that helps you uncover answers you didn’t know you had, break through the noise of self-doubt, and take actionable steps toward the future you want.

A good coach won’t tell you what to do. They’ll ask the questions that make you pause, reflect, and—sometimes—squirm. And that’s the point. Growth isn’t about staying comfortable. It’s about being challenged in ways that open new doors.

But here’s the deal: coaching only works if you’re ready to show up. It’s not about being fixed (because you’re not broken). It’s about having a partner who holds you accountable and celebrates your wins while pushing you to keep moving forward when it gets tough.

So, if you’re standing at a crossroads, wondering what’s next or how to navigate the messiness of life, coaching might be the guide you need. Not to show you the way but to help you find your own. Because at the end of the day, no one knows your journey better than you.

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