Let’s be honest, the coaching industry has grown faster than its guardrails.

On one hand, that’s exciting. Coaching has gone from a niche executive perk to a global movement. According to the International Coaching Federation (ICF), there are now over 70,000 credentialed coaches worldwide, and the global market is valued at over $20 billion (PwC, 2023).

But with that kind of growth comes noise.

The truth is, anyone can call themselves a coach, and many do. There’s no single licensing body, and quality varies dramatically. That means if you’re looking for a coach, you need to know how to separate the credible from the questionable.

Because the right coach can change your life.The wrong one can waste your time & money.

1. Start With Credentials — But Don’t Stop There

A credential doesn’t guarantee chemistry, but it does signal training, ethics, and accountability.

The ICF, EMCC, and similar organizations require extensive training hours, mentoring, and adherence to a code of ethics. That’s your baseline.

But don’t confuse credentials with competence. Some of the most impactful coaches I’ve met pair their formal training with decades of real-world leadership experience, psychology backgrounds, or organizational expertise.

The best coaches blend both — structure and substance, certification and lived experience.

2. Look for Clarity, Not Promises

If someone promises to “10x your income” or “fix your mindset in 30 days,” run.

Good coaching doesn’t come with magic guarantees. It’s a process - a partnership built on trust, accountability, and honest work.

What you should look for is clarity. Does the coach explain how they work? Do they have a methodology or process that makes sense to you? Are they asking thoughtful questions about your goals, rather than selling you a one-size-fits-all formula?

Coaching isn’t about being fixed. It’s about being found. If someone’s selling you certainty, they’ve missed the point.

3. Chemistry Is Everything

Coaching is intimate work. It requires trust, vulnerability, and a sense that you’re fully seen and supported. 

The Harvard Business Review found that the quality of the relationship between coach and client is the single strongest predictor of success, stronger even than the coach’s methodology or background.

Before committing, ask for a discovery session. Notice how you feel talking to them. Do you feel safe enough to be honest? Challenged enough to grow? Coaching chemistry is less about charisma and more about resonance.

4. Ask About Supervision and Continuous Development

Great coaches never stop learning.

Ask your prospective coach if they work with a supervisor or mentor coach, someone who supports their reflection and growth. The best coaches are constantly refining their skills, getting feedback, and staying current with new research in leadership, neuroscience, and behavior change.

As the coaching field evolves, continuous learning isn’t optional;  it’s part of the ethics of excellence.

5. Trust Your Gut (and Verify It)

At the end of the day, coaching is deeply personal. You’re inviting someone into your growth journey, and that deserves discernment.

If something feels off;  pushy sales tactics, vague pricing, or promises that sound too good to be true - listen to that instinct.

Then, do your homework: check references, ask for testimonials, and confirm their training background. Trust your gut, but back it up with facts.

Final Thoughts

The right coach will help you clarify your goals, challenge your thinking, and hold space for the kind of growth that transforms not just what you do, but who you become.

The coaching profession has so much good to offer. And when you know what to look for, you’ll find the kind of partnership that truly changes the way you lead, work, and live.