What qualities and/or qualifications should my coach have? 4 things to look for in a coach
Like a lot of industries, coaching is unregulated. This makes it tricky for HR teams and business owners to know where to start.
Coaching is highly personal and heavily reliant on psychological trust. Coachees will be opening up about their deepest fears, their biggest mistakes, their never-said-out-loud goals and trusting that their coach knows what to do with that info. Not exactly something you want to put in the hands of someone who completed a free online coaching course before knocking up a website with AI in five minutes!
But regulations and qualifications alone ≠ a good coach.
If that were the case, we could have a neat little checklist for you to follow, or a central place to find a coach.
Recommendations, reviews and specialisms can be just as important. For example, the life and wellbeing coach a friend recommended is unlikely to be the best fit for a neurodivergent employee who needs an expert on executive functioning.
If you’ve stumbled across this article because you need clarity around the qualities and qualifications you should look for in a coach, I can help.
I’ve whittled it down to four key focus areas so you make a fully informed choice. And sure, I write this with some bias, of course, being a coach myself, but I do it with a bag full o; knowledge and experience behind me.
What even is a certified coach? Where do coaches get their qualifications?
There are lots of coaching certifications and qualifications out there. Your concern about finding a reputable coach is totally justified, as (spoiler alert here) certification can mean anything (or nothing!).
Literally anyone can make up their own certification, charge a member's fee and give out a little badge for the privilege. That’s how shady the online world is sometimes.
But even though the coaching industry isn’t regulated, there are reputable certification pathways, ones that include extensive checks, have strict ethical codes and criteria for coaches to meet, and clear complaint processes.
Unless you look at the small print, it can be hard to know which certification is reputable. Here are the two top accreditors in the UK to look out for:
ICF – International Coaching Federation (UK and global)
The ICF are arguably the gold standard when it comes to certifying coaches. They have four different credentials depending on the level of experience of the coach. I’m an Associate Certified Coach (ACC) member of the ICF, renew my membership annually, abide by their code of ethics, and take mandatory exams to prove my competence.
Most of the clients I work with have never heard of the ICF and nor do they really care about it! But I became accredited because I wanted to gain confidence in my coaching skills and delivery of sessions.
I worried that, without the right training and guidance, people might just pay me for what would end up as a lovely little chat over a cuppa. And I wanted to be starting conversations to make a real difference, to empower my clients, to gently challenge their thinking, to be their biggest virtual cheerleader, and to help them gain real momentum towards their goals.
When a coach applies for certification, the minimum number of coaching hours expected at the first level is 60 hours, plus 10 hours of mentoring (not something you’ll likely have achieved on one of those free online courses!).
You also have to prove you’ve completed a level 1 or 2 ICF-accredited coaching program (or a portfolio that proves you’ve had similar training). The ICF-accredited courses usually have these considerations built in, knowing that the trainees want to be certified at the end of their course.
The final step is to take an exam that tests knowledge of coaching, the ICF's core competencies and their code of ethics.
All of this, on top of the 500+ coaching hours I’ve completed to date, allows me to call myself a Certified ICF Coach (ACC), use their badge on my website, and contribute knowledge articles like this one. You can find my listing here.
And search for other ICF coaches here.
EMCC – European Mentoring and Coaching Council
Very similar to the ICF in that the EMCC have different levels that look at the number of coaching hours completed, mentoring, and even CPD (continuous professional development). Just like the ICF coaches need to provide a portfolio of evidence.
(With the EMCC, check the coach's level of membership - the first level of ‘affiliate’ essentially means they’re a student working towards coaching and may or may not have qualifications.)
Either of these is considered a good standard of certification for a coach.
🚩RED FLAG - If someone has the ICF or EMCC logo on their website, don’t take it as gospel. Anyone can copy and paste a logo. You can search up a list of their members on their websites to double-check.
What experience does the coach have?
If a coach has 500 hours of coaching experience, you’ll want to find out exactly what specialism that’s in.
Coaching’s a really broad term. So, find out what the coach's expertise is and whether they have any further qualifications to support that.
A bit like a GP is a doctor who has a broad knowledge of everything, they very often have their own specialisms or special interests that they’ve developed, like the menopause, or men's health for example.
For a coach, it might be ADHD coaching, career coaching or executive-level coaching.
Do they coach high performers or employees in a specific industry?
Coaching neurodivergent adults (also known as neurominorities) in executive-level or high-performing roles is my specialism.
I’ve completed the specialist ADHD Coaching Certification with ADHD Works, a CPD-certified, intensive training program trusted by global organisations like Google and Microsoft.
It’s grounded in a scientifically backed executive functioning framework and operates under a dedicated ethical compliance framework for supporting neurodivergent individuals.
I also have a diploma in neuroscience, which provided me with a scientific understanding of the brain, habit formation, neuroplasticity, and stress management, so that all the strategies I use with my clients are evidence-based.
Although a lot of my clients have ADHD, many have AuDHD (a combination of the two). No diagnosis is needed either. It’s more about understanding everyone’s individual brain and preferences – labels are helpful – but they’re just a starting point.
🚩 RED FLAG – You should be able to see immediately what a coach's specialism is from their website. Is it super broad and general? Maybe they’re not the right coach for you.
This meme humorously highlights the frustration of receiving unsolicited advice from people who aren't credible. While coaching is fundamentally different from giving advice - it's about empowering you to find your own way - it still requires a high level of expertise and a specific, credible specialism.
What reputation does the coach have?
It should be an obvious factor, but it can get overlooked when faced with a super shiny website.
What reputation does the coach have? What clients are they working with?
Some good places to check are:
Google/Trustpilot/LinkedIn reviews.
Client testimonials/case studies on their website.
Mentions of supplier contracts with local governments/large reputable organisations.
I’m currently working with the NHS and UK government to provide coaching services to their employees. Sadly, I’m not authorised to put their logos on my website. :( But to work with bigger-name clients, I have to go through a strict vetting process including credentials, background and reference checks.
These are the kind of green flags to look out for. If other organisations, especially government institutions, have vetted a coach, it means someone else has already done the hard work for you!
🚩 RED FLAG: Anyone can make up a testimonial and stick it on a website – take a look at independent reviews on places like LinkedIn and Google.
What qualities does your coach have? How do they make you feel?
The first step in working with me is to book a discovery call. Not just because I need to establish if I think I can help, but because I want my clients to feel like they have choice and are also interviewing me, so to speak!
When you have that first call with a coach, you’ll get an immediate feel for them. Both chemistry-wise and through the questions they ask. Here are some things to look out for on the call:
Do you feel like the coach is listening to you, or is it turning into a sales call?
The coach should let you do most of the talking in the call. The idea is that they’re listening to make sure they’re the right fit for what you want. Either way, they shouldn’t be trying to ‘sell’ themselves. You should leave the call feeling understood, whilst also understanding how they work. It’s always beneficial to book discovery calls wtih several coaches so you can compare, and this is even more important if you feel the vibe is slighty off.
Do they talk about their process, expectations and boundaries?
This shows a high level of competency. Processes and frameworks are things they’ve learned through their training. It helps understand expectations from both sides, so you’re not going into this feeling unsure of what happens next and confused about the process. Coaching is about working towards a goal and outcome – you’re going to feel slightly stretched, but in a good way. All of this should be explained in that first call.
Does the coach appear empathetic?
Empathy is a key skill in coaching. You shouldn’t leave your discovery call feeling any shame or like your goals are simply silly little ideas you just haven’t priortiised enough (hello triggering shame!). Your coach should show genuine interest in what you have to say. If you feel like they’re not really listening, talking over you, or making light of anything you’ve brought up, they’re not showing empathy; it’s a clear red flag.
Is your coach transparent about pricing and how the sessions work?
All coaches should have clear pricing structures that set out how the sessions work. You’ll usually book in for a fixed number of sessions, with a goal in mind. If other goals pop up, or you want to continue, you should be able to extend sessions. If they’re vague about that or the pricing structure, it’s a red flag. All coaches should issue a coaching agreement so everyone’s clear about what’s expected. Sadly, a “spit and a handshake” (ha - so gross, sorry) aren’t going to stand up in law if something happens!
🚩RED FLAG – The ultimate red flags are no contracts and vague answers about how sessions work. A coach should be confident and empathetic, but able to stretch you with gentle questioning in a psychologically safe environment!
Choosing a coach is a big undertaking – you’re right to be going into it doing as much research as you can.
One of the directories I'm a part of is The Expert Services Directory, a highly selective directory where organisations can directly source the best coaches and consultants to hit core business goals with no finders fee cost.
As I said before, I’m writing this from a place of bias; I’m a coach, of course I want you to book a call with me!
But even if you stumbled across this article while doing some due diligence, and for whatever reason you don’t think we’re a good fit, then I hope it’s given you some helpful insight into the qualities and qualifications a coach needs so you can find someone you really vibe with and achieve those goals you’ve been dreaming of.
Want to hop on a discovery call and already got your Access to Work funding in place? Click here and let’s chat.