How to check a coach's credentials and approach

Life coaching isn't regulated the way therapy or counselling is in South Africa. That means the title "coach" can be claimed by anyone—which creates a real tension: freedom for innovative practitioners versus risk for clients. A coach might have transformed hundreds of lives, or they might be well-meaning but untrained. You need a system to tell the difference.

The good news is that serious coaches leave a verifiable trail. They've invested in training, they're transparent about it, and they're willing to prove it. That's where your checking starts.

Registers and formal qualifications to search

Begin by asking your coach directly: "What training have you completed, and with whom?" Then ask for the name of the awarding body or institute. Write it down.

South Africa has no single mandatory coaching register, but credible coaches often belong to voluntary bodies. The main ones include the Institute of Life Coach Training, the International Coach Federation (ICF), and the Coaching Institute. Ask your coach if they're a member and request their membership number. You can then verify this directly on the organisation's website—most publish searchable directories.

If they mention specific qualifications (like a Diploma in Life Coaching or similar), cross-check the issuing organisation. Is it a registered training provider? Does it exist online beyond a Facebook page? A legitimate institute has a fixed address, published curriculum standards, and a track record you can research.

Don't mistake a "certification" from a weekend workshop for formal training. A robust coaching credential typically means 50+ hours of study, practical assessment, and ethics training. When they tell you about their background, listen for depth: "I completed a 100-hour accredited programme in motivational coaching" is more concrete than "I'm a certified coach."

References and the reference call that matters

Ask for at least two client references—not just names, but people who'll speak to you on the phone. This step separates coaches who believe in their work from those who gloss over it. When you call, don't ask vague questions. Be specific:

• How long did they work with this coach, and on what goal?
• Did the coach follow a structured plan or was it loose and chatty?
• Did the coach push them outside their comfort zone, or was it all affirmation?
• If they had a concern or disagreement, how did the coach respond?
• Would they recommend this coach to someone with a similar goal?

Listen for hesitation. A strong reference will speak freely and give concrete examples. If a reference says "She was nice" and little else, that's information too—it may suggest the engagement lacked real accountability or progress.

Also ask your potential coach: "What's your refund or exit policy if this isn't working?" A coach confident in their approach won't make early exit punitive. This reveals both professionalism and ethics.

The approach conversation

Your coach should be able to explain their method in plain language. Do they use a particular framework? (Neuro-linguistic programming, goal-setting systems, values clarification, habit design—there are many.) Can they explain why their approach suits your goal? A coach who says "I just work with the client intuitively" isn't necessarily bad, but they can't tell you how they'll help—and you can't measure progress.

Ask them to describe a typical engagement: How long are sessions? How often? What happens between sessions? Is there homework? How do you track progress? If they're vague here, move on. Structure and clarity protect both of you.

Also ask directly: "What's outside your scope?" A good coach recognises boundaries. If you're struggling with depression, trauma, or suicidal thoughts, therapy or counselling is the answer, not coaching. A coach who acknowledges this shows maturity and judgment. One who promises to handle everything should raise a red flag.

Once you've verified training, checked references, and understood their approach, you'll have a realistic picture of who they are and how they work. That groundwork takes an hour but saves months of wasted time or money. Strove's verified coaches can show you their credentials upfront, and the platform's review system lets past clients share their real experience.