Not All Coaches Are Created Equal. How to Choose the Right One for You?

You’ve probably noticed it. Coaching is everywhere these days. Scroll through Instagram, LinkedIn, or TikTok and you’ll find countless “coaches” sharing bite-sized wisdom, promoting webinars, or promising overnight transformation. In many ways, this growing interest in coaching is a good thing. It shows that people are hungry for growth, self-awareness, and better ways of navigating life’s challenges.

But here’s the other side of the story: not all coaches are created equal. And not all who call themselves “coach” are truly equipped or even qualified to guide others through deeply personal and often vulnerable journeys.

As someone who has been coaching and mentoring for years, with more than 2,000 professional coaching hours under my belt, I find this worrying. Not because I don’t believe in the power of coaching (I absolutely do), but because I’ve seen how easily the profession can be misrepresented—and how clients can suffer as a result.

/// My Own Coaching Journey

For me, coaching didn’t start with a certificate or a shiny title. It started years ago, when I began adopting a coaching leadership style as a nurse executive. I realised that leading wasn’t just about giving direction—it was about creating space for people to think, reflect, and make their own choices. By listening deeply and asking better questions, I saw my colleagues and teams grow in confidence, agility, and resilience.

That experience was powerful enough to make me want to go further. I decided to train formally, gaining professional coaching education, hours of mentoring and supervision, and continuous professional development. And here’s the truth: the learning never ends. As coaches, we are never “done.” If we want to serve our clients well, we need to evolve continuously—just as our clients do.

That’s why I am proud to be an ICF (International Coaching Federation) credentialed coach. The ICF has been the gold standard in coaching for decades. They constantly refine their competencies, upgrade their credentialing process, and strengthen their robust Code of Ethics. Being part of this professional body isn’t just about a title—it’s about accountability, credibility, and a commitment to doing right by the people we serve.

// The Noise in the Coaching World

But here’s where the frustration comes in. Alongside the growth of professional coaching, a wave of “quick fix” coaching has taken hold. Social media is filled with flashy ads for webinars promising newly trained coaches a “six-figure client strategy” as if there’s one formula to success.

Let me be clear: there isn’t. Coaching isn’t about formulas or funnels. Those are fine for selling shampoo, not for building genuine human connection.

When coaching is reduced to a sales pitch, the profession loses its depth and dignity. And worse, vulnerable people seeking real support are often left feeling disillusioned, manipulated, or even harmed.

// Why This Matters to Everyone

This isn’t just a debate for coaches. It matters to all of us, because coaching, when done right, touches some of the most important parts of our lives. People turn to coaches during grief, career transitions, burnout, leadership challenges, or when they’re simply lost and searching for meaning.

As a former nurse who now coaches leaders in healthcare and other industries, I see the ripple effects of coaching first-hand. In healthcare, ethical and effective coaching doesn’t just support leaders—it improves stress management, builds emotional agility, and prevents burnout. And when healthcare teams are well, patients benefit too. Better leadership and wellbeing directly translate into better patient outcomes and higher satisfaction. As a systemic team coach, I’ve witnessed entire departments shift their culture, becoming more resilient and collaborative—all because the right conversations were happening.

That’s the power of coaching done well.

// The Client’s Responsibility

Of course, like any industry, coaching has its share of manipulation and double standards. And this is where responsibility doesn’t just rest with coaches—it also lies with clients. Conscious choice is essential.

If you’re thinking about working with a coach, here are the questions you should be asking:

• Are you trained and accredited?

• Do you adhere to the ICF Code of Ethics?

• How do you ensure confidentiality and accountability?

• Who supervises your work, and how do you continue developing yourself?

• How do you take care of your own wellbeing, so you are not overburdened by clients’ stories?

And here’s one more vital point: a coaching session or programme should always leave you feeling empowered. If you find yourself feeling dependent on your coach, unable to make progress without them, or pressured into signing up for endless packages, that’s a red flag. Coaching is about building your independence, not your dependence. A good coach helps you tap into your own resources and resilience so you can eventually move forward without them.

// The Sacred Work of Coaching

At its best, coaching is not a quick transaction or a one-size-fits-all formula. It is a sacred partnership. It’s about building trust, exploring awareness, and making conscious choices. Awareness brings choice, and choice brings change—that’s the essence of transformation.

The ICF has been protecting this standard for decades, ensuring that coaching is more than just a trend. And it’s up to all of us—coaches and clients alike—to uphold that.

Because when coaching is done with integrity, humility, and ethics, it can be life-changing. I’ve seen it help nurses rediscover their purpose after burnout. I’ve seen leaders shift from overwhelm to clarity. I’ve seen teams become more human with one another—and more effective as a result.

That’s the coaching worth protecting. That’s the coaching ICF stands for. And that’s the coaching I passionately believe in.

Takeaway for Raemona readers:

If you’re considering coaching, don’t be dazzled by big promises. Ask the questions, trust your instincts, and choose consciously. Because when you find the right coach, the journey won’t just change your career—it may just change your whole life.

// Magda Snowden, Mentally Agile Leadership Coach & Trainer