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What does it take to build a thriving coaching business in a region where nobody understood what coaching was? In this episode of The Coaching Edge Podcast, Dr. Steve Jeffs and Erwin de Grave interview Nic Woodthorpe-Wright, founder of WWA Corporate Coaching and a pioneer who has spent 20 years establishing coaching in the Middle East.
Nic shares how he grew his company to over 100 ICF-accredited coaches serving major corporations, government institutions, and banks across the region. He explains why selling coaching requires passion and belief rather than traditional sales tactics, and why coaches who want to work in corporate settings need to build profiles that make organizations feel safe.
The conversation also explores the challenge of proving coaching ROI at scale, the role AI will play in expanding access to coaching, and why the human core of great coaching remains irreplaceable. For coaches looking to sell their services or break into corporate coaching, this episode offers direct, experience-tested guidance.
Guest: Nic Woodthorpe-Wright