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FROM THE WABC PRESIDENT/CEO
Journey to a Bright Future Ahead Officially Begins
Keep up-to-date with WABC's strategic design for our next five years

During the summer of 2017, WABC announced the beginning of its journey in developing and implementing a refreshed brand strategy and five-year strategic business plan. This journey was undertaken with three key objectives in mind:

  • To help WABC grow our membership of credible business coaches,
  • To allow WABC to provide greater and more valuable services to our members, and
  • To position WABC as the leading professional body for business coaching worldwide.

To help us achieve these key objectives, we partnered with LEVEL5 Strategy Group, a leading strategic brand consultancy in North America. The project that we embarked on with LEVEL5 Strategy Group consisted of the following three phases:

  1. Conducting a Market Assessment,
  2. Building the Brand Strategy and
  3. Developing a 5-Year Strategic Plan.

We are excited to announce that we are at the completion of our project with LEVEL5 Strategy Group and the journey to a bright future ahead officially begins!


Phase 1 Outcome: What We Have Learned
As mentioned in the prior announcement, LEVEL5 helped to conduct extensive fact-based market research to help us gain a stronger understanding of current trends, challenges and opportunities in the business coaching industry. What we learned is that the business coaching industry is dramatically growing around the world and demand for these services continue to increase. Although there are different types of competing organizations that support the business coaching industry, WABC is well positioned to be the professional association to represent the profession.

However, we also learned from our stakeholders that there are opportunities for WABC to help enhance and build up its brand in the market as well as the services offered to its members. The most prominent recommendations from the assessment were as follows:

  1. Increase brand awareness through communicating WABC’s brand and reputation in the market
  2. Position WABC as a thought leader in the business coaching industry
  3. Enhance the membership experience through new membership benefits and services

These recommendations above present themselves as key areas of focus as we developed our refreshed brand strategy and 5-year strategic business plan.


Phase 2 Outcome: A Powerful Brand Strategy
To develop our refreshed brand strategy, we took a member-centric approach. We went back to the insights drawn from our market assessment to understand what our current and potential members truly want when interacting with the WABC brand. As such, our focus is to deliver the following core benefits:
  • Access to a leading global authority on business coaching thought leadership from reputable professionals and researchers
  • Representation from the only global professional association that focuses on developing, advancing and promoting business coaching in the market
  • Rigorous and advanced, evidence-based business coaching standards to guide their practice and to instill confidence in the services offered to their clients
  • A diverse range of offline and online avenues for continuing education and professional development in various business coaching-related topics
  • A highly respected network of business coaches around the world to connect, network and learn from

Some of these core benefits exist today while other are areas where we need to continue to build. Our aim is to deliver on our promise – the core benefits above – and to provide a consistent experience to each of our members so that they feel confident, relevant and credible when interacting not only with WABC, but also while interacting with clients and peers.

As we move forward, WABC will focus on attracting, developing and nurturing highly qualified and respected business coaches. Together, we will create effective and competent leadership that will allow for enriching, positive economic and social impact.


Phase 3 Outcome: New Direction from our Strategic Business Plan
To help us bring our brand strategy to life, we developed a 5-year strategic plan to deliver on our core promise. As part of the process we identified five strategic imperatives that would guide the initiatives we would pursue in the next five years. The strategic imperatives are as follows:
  1. Increase WABC Brand Awareness
  2. Offer More Routes to Earning WABC Designations
  3. Explore and Develop New Partnerships
  4. Enhance and Develop New Levels of WABC Membership
  5. Explore New Growth Opportunities

Under each of the strategic imperatives, WABC has outlined a number of key initiatives in 2018 to help achieve the organization’s objectives and fulfil the gaps we heard from our members. WABC is well positioned, dedicated and now prepared to be the organization to stand up and advocate for the business coaching industry.


Moving Forward
In 2018, we have prioritized key initiatives focused on marketing to help increase WABC’s brand awareness, membership experience to drive greater value to our members and expanding the program accreditation business to increase the number of verified business coaches in the market. Further, we will begin exploring new partnership opportunities to provide greater membership benefits to you.

We are well on our way to execute on this year’s key initiatives. In the months ahead, you will begin to see changes in the organization starting with the look and feel of WABC. We are currently embarking on an agency search to develop and introduce a refreshed logo and website. Since January, we have been conducting research to understand best practices in website design and development to ensure our members get an integrated and user-friendly experience.

We are excited about how far we have come in our journey already and we are eager to share this journey with you. Stay tuned for our next update on our progress and key milestones.

Again, we thank you again for sharing your time, thoughts and continued support in our organization. Looking forward to continuing this journey together.

Looking forward,



Wendy Johnson
WABC President and Chief Executive Officer


More Background Information:
Update On Our Journey to a New Beginning


About WABC
The Worldwide Association of Business Coaches (WABC) is the first global professional association to exclusively represent the business coaching industry. Since its inception in 1997, WABC has dedicated itself to raising the profile of business coaching—still an emerging profession—and to differentiating it from coaching in general. By engaging in disciplined self-regulatory activities to increase public trust in our industry worldwide, WABC has done more than any other organization to identify the tasks, qualities and skills of the business coach.

We've built our reputation as a leading global authority on business coaching by insisting on the best: the highest membership standards, the most rigorous evidence-based programs, the most advanced business coaching credentials. Our activities set the gold standard for business coaching and help decision-makers around the world when they screen, hire, train and evaluate business coaches. Our membership—now spanning over 40 countries and steadily growing—includes internal and external business coaches who work with entrepreneurs, managers, CEOs, presidents and professionals from all industries in the public, private and non-profit sectors—from start-ups to Fortune 100 companies.

Whether you are a business coach, trainer of business coaches, someone thinking about a career in business coaching or an organization wanting to hire a business coach or expert to help you build a coaching program or culture, WABC is your leading global resource. Visit us today at: http://www.wabccoaches.com.

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