Johan Premfors is the co-founder of Spring and Director of The Coaches Training Institute in Dubai. Formerly the CEO and President of the world’s largest and oldest coach training school, The Co-Active Training Institute, Johan is a seasoned entrepreneur, coach-trainer, and corporate culture strategist.
Let’s get one thing out of the way: The International Coaching Federation (ICF) is the most recognized coaching accreditation body in the world. They’ve done more than any organization to professionalize the coaching industry. Their standards, ethics, and credentialing processes have raised the bar globally.
But here’s the uncomfortable truth:
An ICF credential alone does not make a coach great.
I say this as someone who’s spent over two decades developing coaches, leading global training programs, and working with everyone from government ministers to burned-out managers. I’ve seen what actually works—and what just looks good on paper.
Accreditation ≠ Transformation
Many coaching schools proudly promote their ICF-accredited status. Some earn it with integrity and rigor. Others simply learn to check the right boxes.
And just like in any industry, not all schools are created equal.
The chemistry is important, but not as important as the client feeling safe and in focus
Some graduates walk out of their training deeply transformed—self-aware, equipped, and humble. Others? They graduate with a script, a shiny certificate, and very little understanding of what coaching actually is.
The School and the Methodology Matter—A Lot
Let’s be clear: where and how a coach is trained makes all the difference.
Great coaching isn’t just about theory or ticking boxes. It’s about how deeply the coach has engaged with a proven methodology, and whether that training challenged them to grow—not just as a coach, but as a human being.
Some methodologies are transformational—blending emotional intelligence, structured frameworks, and experiential practice. Others are transactional—focused on surface-level tools with little depth or reflection.
The coaching relationship is a partnership for the benefit of the client
When evaluating a coach, ask:
- What coaching model or methodology did they train in—and why?
- Was their training immersive and experiential, or primarily academic?
- Did they receive live, direct feedback on their coaching?
- How do they continue their development, or treat certification as a finish line?
A coach who trains deeply, practices consistently, and lives their methodology is miles ahead of someone who just completed an online program with no reflection or supervision.
In the end, methodology shapes mindset—and mindset shapes impact. Choose accordingly.
What Actually Makes a Coach Great?
Beyond credentials and methods, the best coaches share rare human qualities:
- Depth of Presence: They know how to really listen—not just to words, but to what’s beneath them.
- Courage: They challenge without rescuing.
- Humility: They’re not performing—they’re showing up.
- Practice: They’ve coached, failed, reflected, and refined.
- Personal Growth: They’ve done their own inner work. You can feel it.
Not all coaches are great. Be diligent when choosing one.
Credentials Still Matter—But They're Not Enough
Don’t get me wrong: ICF accreditation is valuable. It offers a shared ethical foundation and baseline competency. It’s the seatbelt—not the engine.
If you’re hiring a coach—whether for yourself or your organization—ask deeper questions.
And if you’re a coach? Don’t hide behind your certificate. Live the work. Sharpen your method. Stay uncomfortable.
Bottom Line
An ICF credential is a good start. But a great coach is built through method, practice, and transformation—not marketing.
Coaching is a sacred craft. Choose wisely. Practice fiercely.