Coaching: A Guide for the Curious
An internationally informed guide to understanding coaching in practice.
Developed through a year of international roundtable discussions convened and led by Wendy-Ann Smith, Founder of the Coaching Ethics Forum,the guide brings together perspectives from accrediting bodies, coaching leaders, and ethics-focused practitioners across sectors and regions.
It is published within Ethical Edge Insights and endorsed by the Guardians of the Field of Coaching.
The guide offers a clear and accessible introduction to coaching—what it is (and isn’t), how it works, and what to consider when engaging a coach.
Who it’s for:
- The broader public
- Members of the coaching community
- Current and prospective users of coaching
- Organisations seeking to understand professional coaching
August 2025
Freely available Public Resource for Understanding of Coaching
Endorsed by:
Africa Board for Coaching, Consulting & Coaching Psychology (ABCCCP)
Asia Pacific Alliance of Coaches (APAC)
Asociación Argentina De Coaching Ontológico Profesional (AACOP)
Association for Professional Executive Coaching & Supervision (APECS)
Coaches and Mentors of South Africa (COMENSA)
Coaching Ethics Forum (CEF)
European Mentoring and Coaching Council (EMCC)
Institute of Coaching (IOC)
International Association of Coaching (IAC)
International Coaching Federation (ICF)
National Board for Health and Wellness Coaching (NBHWC)
The British Psychological Society (BPS DoCP)
Worldwide Association of Business Coaches (WABC)
Download the Guide
For further information about the Coaching Ethics Forum or to explore our roundtable work visit: Coaching Ethics Forum
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