As an ICA Coach...

You will graduate with your own unique coaching identity

Coaching must be Contextual, Cultural, Integrated and Client Driven

When coaching was a new profession, it was perfectly acceptable to simply call yourself a coach. But today the coaching profession is well developed across many industries and professions around the globe and the need to specialize is increasing.

With over 15 years of experience teaching coaches and coaching in over 90 different countries around the word and in both English and Chinese, we have a deep understanding of how coaching is practiced in a variety of niches, countries and languages. From this we have developed a philosophy and training framework that will equip you with the necessary skill to coach anyone, anywhere in the world. Even people in professions other than yours.

And, we strongly recommend that you explore and identify a coaching niche.  This is something that might change over time, and as you mature as a coach.  You might begin as a Life Coach, but then decide to narrow that down further and become a Retirement Coach.  Or, you might develop an interest in health and well being and become a Fitness Coach. Your niche will define who you are as a coach, and who your clients will be.

You can apply your expertise across a range of coaching specialities, as categorised into 4 streams

  1. Life Coaching
  2. Business Coaching
  3. Leadership Coaching
  4. Health and Wellness Coaching

Robyn Logan

Coaching has roots from a variety of theories and philosophies including adult education, positive psychology and organisational psychology.  And it can be found in an increasing number of industries and professions. It is not a singular practice. Consequently it cannot be taught as such.

Robyn Logan (CEO, International Coach Academy)

Coaching is Contextual

At ICA we believe that coaching is increasingly contextual. As more and more people become acquainted with the power of coaching it is being used in more diverse situations and environments. We are no longer looking at “Life coaching” or “Executive coaching” as being the two key coaching styles, we are now seeing yoga coaching, parent coaching, adoptions coaching, even pet coaching.

For that reason, we teach the skill of coaching. And, then encourage students to identify their niche as a way of showcasing their coaching uniqueness.

Coaching is Cultural

‘Cultural Competencies’ is a different concept to “Cross Cultural Coaching” The latter is a process whereby the coach is working with a client on cross cultural issues. These could be challenges around relocating to another country, or challenges to do with managing a diverse cultural team for example. “Cultural competencies” on the other hand describe the skills and competence of the coach, and their ability to work with clients from a variety of cultural backgrounds.

Coaching is Integrated

As coaching moves into more and more professions and industries the concept of keeping it ‘separate’ from other developmental approaches such as managing, training, mentoring or even counselling, is no longer viable. The coaching relationship and structure has to be integrated. In a company for example it is often the CEO, Team Manager or HR Manager who instigates the coaching and there are often very specific goals that the company has. It is not always so clear where the coaching ends and where it begins.

Coaching is Client Driven

No matter what style of coaching you employ, there is no debate about the fact that it will be different depending on the client. As a coach you really need to meet the client first, and identify their objective before choosing which coaching model you will use.

People use the internet more and more for "shopping research". To be found online when your prospective clients search for you, you need to be listed under something more specific than "coach".  Clients are looking for specialised coaches who can help them with specific challengers.  The best coaches integrated their years of experience and knowledge into highly crafted coaching niches.  We highly recommend our graduate coaches niche!

Developing Your Niche with ICA

Rather than offering a stand alone module or class, the opportunity to explore and identify your niche has been integrated into ICA's curriculum as follows:

  • Prepare and Submit a personalised Coach Development plan
  • Participate in Coaching Conversations, around a specific niche, in the private coaches forum
  • Attend and parciipate in Portfolio Development Labs
  • Coach and receive feedback during Mentor Coaching
  • Participate in peer coaching (extended learning)
  • Business Building (extended learning)

Prepare and Submit Your Coach Development Plan
This is a requirement for all students.  It's where you map out who you plan to coach, and who you think your clients will be.  This self assessment is an opportunity for self reflection but will also be your road map to get you from where you are now to where you want to be. You will revisit this several times throughout your studies, and it might change along the way as you uncover the unlimited possibilities.

Participate in Forum Conversations
Our private coaches forum has over 4000 coaches with a range of coaching specialties, and a discussion folder specifically for niche exploration. This is a great place to see what others are doing, explore opportunities and get a deeper understanding of your coaching uniqueness. You will drop in here regularly during your training.

Develop your own unique Coaching Portfolio
This course area includes a niche specific video tutorial, module and live classes. The live classes are called labs and they are where you brainstorm and develop your unique coaching identity.  So, drilling down into who you want to be as a coach, and who you will coach. Each lab is faciliated by a coach trainer, who themselves has a niche and a successful coaching practice and can share first hand experiences and expertise.  Upon completion of your labs, you will have developed your own unique Coaching Model, Coaching Power tool, and Research Paper (or case study)

Coach and Receive Feedback during Mentor Coaching
During mentor coaching you have the opportunity to coach with mentor feedback.  You can do this in your chosen niche, or in an area you are unfamiliar with. The focus is on learning and development.

Participate in Peer Coaching
It's a requirement that all students participate in peer coaching.  You will source your clients from ICA's active community and again, this can be in your chosen niche, or you can explore new niches.  Similarly, as the client, you will get to experience a wide range of niches.

Business Express
This is a specialised addition to the core curriculum where students join Business Labs to dig deep into their niche, and look at setting up a professional coaching practice. This includes creating a niche specific client starter pack, and creating your own business model.



Robyn Logan, CEO, International Coach Academy

What Sort of Coach Will You Be?

Identify the unique skills and knowledge you ALREADY have, and discover which markets or industries have the most potential for you.  Then create your own coach development plan - a road map to get you from where you are now to where you want to be.

Map Out Your Coaching Future

100% of ICA Coaches Graduate with a Niche

At ICA we encourage all our coaches to specialise.  But, this doesn't mean limiting your coaching expertise. At ICA you will identify your own unique coaching presence, develop your own coaching model, and learn the coaching skills needed to coach anyone, anywhere in the world.   Your choose a niche, but are not limited by it.

View our Yearbook to learn more about our graduate specialities.


Leadership Coach, JAPAN

testimonial-avatarNow that I have graduated I plan to:

"I will use my coaching skills to support managers and leaders who decided to strengthen their leadership and intercultural competencies."


Career Coach, AUSTRALIA

testimonial-avatarNow that I have graduated I plan to:

"Use more of my coaching skills to support internal employees with the establishing of goals aligning with corporate strategy and vision, as well as fostering the development of positive personal career paths."


Career Coach, HONG KONG

testimonial-avatarMy memorable moment;

"When I realised that everyone has their own diverse and individual style. You need to embrace it rather than try to be mirror someone else’s style that you respect. Thanks to the trainers and peer coaches for a wonderful journey."

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