The word “coach” gets thrown around a lot.
Some help scale your business. Others focus on mindset, performance, or leadership. Some are certified—some… not so much.
No wonder people are skeptical.
If you’ve ever thought, “Can I really trust this coach?” — you’re not alone.
Many people assume coaches are just people who “know more about life” and are here to hand out advice. But that’s a misconception and it’s one of the biggest reasons the coaching industry is misunderstood.
Let’s clear things up so you can find a coach that actually helps you grow.
Why So Many People Don’t Trust the Coaching Industry
Coaching is powerful but it’s also poorly defined. And that’s part of the problem.
Some coaches are trained. Others just call themselves one.
Some are mentors. Some give advice. Some hold space for deep reflection.
And unfortunately, too many people have had an experience that left them thinking:
- “I didn’t get what I paid for.”
- “They just told me what I already knew.”
- “This felt more like therapy… but without the credentials.”
Coaching is not therapy. It’s not mentorship. It’s not consulting.
A real coach helps you shift your mindset, energy, and self-leadership so you can make better decisions and take aligned action.
But you have to find the right kind of coach and the right person for you.
So… What Does a Coach Actually Do?
A great coach doesn’t give you advice or solutions. They ask powerful questions that help you access your own answers, often the ones hidden beneath fear, stress, or old habits.
They reflect back what you might not be seeing. They challenge assumptions gently but firmly.
And most of all, they hold space so you can think more clearly, lead more consciously, and grow into who you already are.
The 5 Main Types of Coaches (And What They Actually Do)
Understanding the categories can help you clarify what kind of support you’re looking for but keep in mind: a skilled coach can often move fluidly between these categories depending on your goals and growth stage.
The best coaches are not boxed in by titles, they’re trained to meet you where you are and guide you toward what’s next. Still, these broad types can give you a helpful starting point:
- Executive Coach – Works with professionals and leaders to improve decision-making, communication, and team leadership.
- Mindset or Life Coach – Helps you shift limiting beliefs, boost confidence, and create alignment in your personal or professional life.
- Performance Coach – Focuses on motivation, goal-setting, habits, and accountability to help you execute better.
- Business Coach – Guides entrepreneurs or business owners in strategy, systems, and scaling.
- Transformational or Inner Strength Coach – Specializes in deep identity work, emotional intelligence, and personal growth rooted in lasting change.
Think of these less like fixed labels and more like zones of focus. A great coach can often work across several, depending on your evolving needs.
Here’s how to spot a credible coach and what makes someone more trustworthy in the industry.
How to Know a Coach is Credible and Qualified
The coaching industry isn’t tightly regulated, which means anyone can call themselves a coach. So how do you know who’s truly skilled?
Look for coaches who have completed rigorous training from recognized institutions. These programs typically include hundreds of hours of coursework, supervised practice, and ethics training. All five of these institutions are accredited at ICF Level 2.
ICF Accreditation Level 2 is designed for coach education providers seeking accreditation for programs that prepare coaches for the Professional Certified Coach (PCC) credential. These programs must offer at least 125 to 175 hours of contact learning and include mentor coaching and performance evaluations.
Level 2 signifies comprehensive, in-depth training that equips coaches to practice at a high professional standard, offering both theory and real-world application.
Here are a few trusted names in the industry:
- Co-Active Training Institute (CTI): Offers one of the oldest and most well-known coaching programs. CTI coaches are trained in both relational presence and strategic action. Accredited by ICF (Level 2).
- iPEC (Institute for Professional Excellence in Coaching): Known for its Core Energy Coaching™ model and the Energy Leadership Index (ELI). iPEC coaches are trained in deep mindset and energy work that helps clients break through limiting patterns. ICF-accredited (Level 2).
- Coach Masters Academy (CMA): Headquartered in Singapore and operating globally. Known for its science-based Reflective Inquiry™ methodology. ICF-accredited (Level 2).
- NeuroLeadership Institute (NLI): Offers brain-based coaching certification often used in corporate leadership. Combines neuroscience with coaching skills. ICF-accredited (Levels 1 & 2).
- Hudson Institute of Coaching: Highly respected for executive and leadership coaching with a systems-based approach. ICF-accredited (Level 2).
Bonus tip: Ask where the coach trained and how they approach coaching. A qualified coach will happily explain their methodology and why it works.
Green Flags vs. Red Flags
Here’s how to know you’re choosing a good coach:
✅ Green Flags:
- They listen more than they talk.
- They don’t promise overnight results.
- They have testimonials or case studies from clients.
- They’re certified by organizations like ICF (International Coaching Federation) or trained in credible methodologies like iPEC’s Core Energy Coaching™.
- They invite clarity and action—not dependence.
🚩 Red Flags:
- They promise fast results or make guarantees.
- They talk more about themselves than about your goals.
- They avoid giving a sample session or real examples.
- They blur the lines between coaching, therapy, and advice.
- They pressure you to buy before building trust.
What Makes Coaching Work
A powerful coach helps you:
- Uncover patterns and blind spots you can’t see on your own
- Shift energy-draining beliefs into empowering ones
- Take courageous action aligned with who you are
- Reclaim clarity and confidence in high-pressure moments
At Leah Lo Coaching, I use the Energy Leadership Index (ELI)—a research-backed assessment developed by iPEC and one of the top leadership tools recommended by Forbes. It reveals how you lead, react under stress, and where your perception is holding you back.
Clients often tell me:
“I’ve never seen myself this clearly before.”
“Now I understand why I keep hesitating—even when I know what to do.”
When the right coach meets the right client at the right time, big things shift fast.
👉 Read the full Forbes article: 11 Assessments Every Executive Should Take
Your Next Step:
Thinking of finding a coach but not sure where to start?
Start with clarity.
Book your free 30-minute discovery call
This no-pressure session is designed to help you:
- Get clear on what’s holding you back
- Identify the coaching style that fits you best
- Ask the right questions before investing in any program
Don’t let one bad apple or vague title stop you from getting the support that could change everything.
The right coach won’t tell you who to be. They’ll help you see who you already are and how far you can go.