Business of Coaching

Building a coaching business is full of advice that sounds convincing until we try to apply it in reality.

Build your brand. Be visible everywhere. Find your niche. Post constantly. Raise your prices.

Some of these ideas help. Some create noise. And some become distractions from what actually builds a sustainable coaching practice.

In this live, unscripted conversation for International Coaching Week 2026, Erwin de Grave, Frankie Picasso and Ann Farrell will explore the tensions shaping the business of coaching: visibility and credibility, growth and sustainability, activity and impact.

This will be a real professional conversation about the realities involved in building a coaching business that lasts.

For coaches who want to grow their practice with greater clarity and sustainability.

The 2026 ICW Panel Series is organised by The Guiding Matrix in collaboration with The Coaching Tools Company and Your Coaching Community.