Description

Visibility opens the door. Trust is what sustains it. 
That's where great coaching businesses are built.

In the third episode of our five-part series on practice development, I sit down with Renata Lerch, ACC—Vice President of Marketing & Communications at the International Coaching Federation (ICF)—to explore what marketing really means for professional coaches.

Drawing on decades of experience leading global marketing initiatives across Fortune 500 companies, startups, associations, and now the ICF, Renata offers a refreshing perspective that moves beyond tactics and social media algorithms. We discuss why every coaching conversation influences the reputation of our profession, how coaches can build trust before asking for business, and why clarity and consistency matter far more than constant self-promotion.

We also explore the ICF's broader role in advancing coaching worldwide, protecting professional standards, and shaping the future of the profession.

Whether you're just beginning your coaching practice or looking to strengthen an established business, this conversation offers practical guidance grounded in professionalism, ethics, and long-term credibility.

In this episode

• The ICF's role in promoting and protecting the coaching profession
• Every coach's responsibility in shaping public trust
• Why coaching excellence is your strongest marketing strategy
• Building credibility before selling your services
• Creating a memorable professional identity
• Referrals, digital presence, and consistency
• Why marketing should be viewed as service—not self-promotion
• How AI is changing the way potential clients discover coaches

Renata also shares details about her complimentary Marketing Lab for Coaches—a practical workshop designed to help coaches clarify their message and strengthen their marketing approach.

Connect with Renata Lerch on LinkedIn.

If this conversation resonates with you, I encourage you to reach out to Renata, follow her work, and let her know you discovered her through PRIME SPACE.

Chapters

• 00:42 Meet Renata Lerch
• 02:56 How the ICF advances and protects the coaching profession
• 10:13 Every coach's role in building public trust
• 15:21 Practical marketing advice for coaches
• 20:24 Renata's complimentary Marketing Lab
• 22:14 Closing thoughts

Memorable Quotes

"The future of coaching doesn't belong only to organizations like the ICF. It belongs to every single coach."

"You don't need to be famous. You need to be memorable."

"Build trust before you ask for business."

"Don't think of marketing as self-promotion. Think of it as service."

"The quality of our work shapes the reputation of our entire profession."

PRIME SPACE is produced by PRIME Coaching Academy, where these conversations continue through our ICF-accredited coach training programs.

PRIME Coaching Academy
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