My Response to CBC's "Almost anyone can become a life coach" Article

CBC recently released an article titled "Almost anyone can become a life coach. A hidden investigation reveals why that's a problem." CBC approached the subject two-fold; by having their host get certified by Life Coach Training Institute and by going undercover and attending coaching sessions with life coaches. 

As a Certified Executive Coach (trained via Royal Roads University; a certified program by the International Coaching Federation “ICF”) I wanted to provide my two cents on how you can find a coach that is the right fit for you. 

More About Me

I graduated from Royal Roads University in 2020 with a Graduate Certificate in Executive Coaching. I believe the ICF is all the regulation coaches need. I am entrepreneur and small business owner. I do not aggressively sell. I do not promise any revenue related outcomes from working with me. I have many happy clients; I have a couple less happy clients. I am passionate about coaching and the value it has. I am passionate about mental health advocacy and do not treat any mental health diagnoses. I do not hold a designated credential from the International Coaching Federation (but I am eligible and may or may-not apply this year). Everyone who has ever worked with me has cited transformation in some way shape or form. I am not perfect. I don’t identify as a “life coach”, just a “certified coach”. There is no real difference in these terms, just what I feel fits the clients I am serving. I care a lot about my values and operating within them in my business. My business core values are accessibility, trust, connection, authenticity, and service. You can find more about that on my home page of my website. www.lastrategyconsulting.com – scroll down a bit to find more.

What I Agree With

I do agree that buyers must beware when looking for a coach. Like in any industry, there are going to be individuals and companies out there who are capitalizing on people’s vulnerabilities, selling aggressively and not delivering on program promises. I love the investigation being done here. I am a legitimate coach who operates in the best and most respectful way possible, but I do realize I may have blind spots and preferences. The more information is out there on the coaching industry the easier it is for potential clients to know whether I am a good fit for them.

Now, do I believe that the industry needs to be highly regulated and controlled? No. You might find an excellent coach with very little training who makes a world of difference in your life. You might also work with a certified coach with all the professional criteria there is, and that coach may be a terrible fit for you. Regulation isn’t always as effective as we would like it to be – scammers be scamin’ and an additional regulatory body will not stop them.

The article also brought to life something that is very important to be mindful of when entering a coaching relationship: coaching is NOT therapy. I have a great infographic on the difference between the two and I am of the firm belief that there is a place for both coaching AND therapy. A properly trained coach will know these boundaries and not cross into therapy. I personally use a therapist and a coach regularly for my own well rounded mental toughness.

What I Disagree With

The first red flag that came up for me was CBC's approach of going undercover. I firmly believe in consent and permission and the idea of blindsiding coaches this way does not sit well with me. I think the same problematic information could have been gathered about the practices of these and other coaches through authentic means. The coaches and certifying organizations commented here: https://www.cbc.ca/news/marketplace/testing-life-coaches-undercover-investigation-1.6364878

The second red flag was the negative connotation put on the prices quoted in the article. Prices for coaching are completely subjective and dependent on what the offering is. We are in a capitalistic society and as such, what people will pay is what it is worth to them. It is up to the consumer to decide what makes sense for their unique circumstances. If the transformation they desire is worth the money they pay, everyone wins. If not, that is between the coach and the coachee; broad brushing the definition of what is overpriced is not fair. A note on my pricing as it stands today – I hold my prices for 12 months refreshing on January 1 of the next calendar year. Period. No discounts. No incentives to sign. If you want to work with me, I will charge you the rate I am comfortable charging that I commit to for that year. The only exception to this is rule is I have four (4) low- bono/pro-bono spots prioritized for black, indigenous peoples and people of colour who do not have the economic means to access a coach. If this is you, apply for that here: https://www.lastrategyconsulting.com/the-investment .

Additionally, after reading the article I felt that coaching was perhaps shed in a negative light. While there are issues presented in the article that I agree with, I fully believe in the power of coaching when it is executed effectively. I would hate to see this article turn people away from finding a good coach who could make a significant difference in their lives. Also, if that is how some of my potential clients feel I am happy to work hard on showing them otherwise through aligned action and authentic representation of my brand.

Final Thoughts

Finding a coach that is right for you is an important step in your coaching journey. A great coach will happily answer any questions you might have about the process before you pay for their service and will not unjustly pressure you to say yes to their services. Many coaches offer a free discovery call to help you determine if they are good for you and to walk you through what coaching is all about. Do your research before making any financial commitments and only sign on with a coach if it feels right for you. 

To learn more about what coaching is, visit my What Is Coaching? page or feel free to connect with me via email or DM me on Instagram. I'd love to hear from you! 

Original article and special on CBC are here: https://www.cbc.ca/news/canada/marketplace-life-coach-1.6364745

If you or someone you know is struggling with mental health, here’s where to get help:

Canada Suicide Prevention Service: 1-833-456-4566 (phone) | 45645 (text). https://www.crisisservicescanada.ca/

Kids Help Phone: 1-800-668-6868 (phone), live chat counselling: https://kidshelpphone.ca/

Canadian Association for Suicide Prevention: https://suicideprevention.ca/resources/

For adults in crisis, try the Crisis Text Line (Text: 686868) This guide from the Centre for Addiction and Mental Health outlines how to talk about suicide with someone you're worried about: https://www.camh.ca/en/health-info/guides-and-publications/when-a-family-member-is-suicidal

In Calgary, specifically:

Distress Centre Calgary (DCC) provides 24-hour crisis support, professional counselling, youth peer support and referrals through 211 and their programs at SORCe – all at no cost.

https://www.distresscentre.com/

24-Hour Crisis Line: 403.266.HELP (4357)

To receive information or support via email, contact help@distresscentre.com.