Who We Are

The Worldwide Association of Business Coaches (WABC) drives business coaching excellence as the global leader in robust, evidence-based practices. We support leaders, coaches, clients and companies with the knowledge, skills and resources to successfully navigate complexity and improve individual and operational performance alike. Our global community elevates all types of organizations, industries, and sectors using business coaching to achieve their strategic organizational and business objectives.

Leading Business Excellence

Building Our Distinct Profession

WABC is a self-regulating body that behaves as though it is regulated. We set professional standards, a code of ethics and integrity, definitions and competencies that our organization, representatives, members and providers are committed to upholding. 

A consistent global standard for business coaching as a distinct discipline is critical to the evolution of our profession and industry.

As the first organization to create evidence-based business coaching standards, we strive to build public trust in WABC business coaches as a reliable and ethical community, committed to upholding rigorous standards and acting in our clients’ best interests.


To Unify Business Leadership Throughout the World

Our purpose is the ambition underpinning why we exist. As the core philosophy to who we are and why our work matters, our purpose is the foundation that grounds and guides the broader impact we strive to achieve. 

WABC understands that to lead is not simply to act, but that the intention of our actions matters most. Leaders must be accountable to those we serve, and our values, ethics and integrity must align with the impact we want to create—for people, for the planet and for the common good.

At WABC, we are committed to unifying business leadership by establishing the highest global standards for business coaches and business coaching training providers available today.


Focused on What Matters Most

Our purpose is brought to life through our values, which guide how we remain actively committed and accountable to our clients, to one another and to ourselves.

Practical responsiveness

We adapt to key stakeholder and market demands by developing great business coaching services and products. We stay on the leading edge by continually seeking feedback and improving practical value to business coaches, clients, members, providers and other key stakeholders.

Relentless self-improvement

We lead the business coaching market with new services and products by actively experimenting and researching new approaches. We continually set bold, new goals that are both strategic and evolutionary to nurture renewal, innovation and high quality.

Diverse perspectives

We celebrate the diverse skills, talents, experiences and cultures of our global community, including business coaches, clients, members, program providers, committees, partners, alliances, executives, advisers and support team. We nurture, develop and grow socially responsible leaders at every level of our association to help realize our purpose in action. 

Exemplary service

We believe that our business coaching community can achieve anything with the right support behind them. We challenge ourselves to deliver service that is:

  • High-quality touch (personalized and individualized)
  • High-quality inform (timely and relevant), and
  • High-quality active (participation and leadership opportunities).

Intention and integrity

We believe that business is a potent force for solving social problems, and that leading with intention demands broad and deep corporate integrity. We strive to conduct our business in ethically, socially and environmentally responsible ways.

Courageous spirit

Our achievements are only possible when we commit to see them through together. We are loyal partners who commit with respect and gratitude. We stay true to our purpose and values, and do what is right to uphold these values as we navigate both adversity and success.


Realizing Our Philosophies  

At WABC, our mission and vision focus our core philosophies of purpose and values into what we aim to achieve, for the business coaches we serve and the distinct industry we represent.

Our mission is to develop, advance and promote the business coaching profession worldwide.

We are committed to enhancing business coaching as a distinct discipline and building awareness, credibility and trust in business coaches everywhere.

We envision a world with a business coach working within every organization, business and government worldwide.  

We believe business coaching makes for better leadership, strategic thinking and organizational management. Our goal is to raise the profile of business coaching to become standard best practice for high-performing businesses and organizations.


Ethics and Integrity in Action

At WABC, we believe that business is a potent force for solving social problems, and we are committed to building public trust and credibility in business coaching as a global industry.

Business coaches often work with those in a position of leadership, who can greatly influence the business decisions and culture of the organizations they represent. Especially when facing complex dilemmas, business coaches must have the courage to challenge their clients’ perspective and guide them towards ethical choices. Business coaches also need to know when they themselves may be encountering ethical dilemmas and how to reconcile competing interests and agendas.

The unique nature of our role makes it clear that each of us needs to possess a strong ethical orientation as we carry out this important work. It is for this very reason that WABC invested in developing a Code that could match to the challenges we, and our clients, can sometimes face.

The current WABC Code of Business Coaching Ethics and Integrity embodies the highest ethical standards and includes our Principles and our Safe Harbor Conciliation and Adjudication Process. It’s one of the most advanced and comprehensive codes of its kind in the world today, and is one of the key differences that set WABC business coaches apart from other kinds of coaches.

Our Code is reviewed regularly to be relevant to the latest in best practice. It serves to guide not only our day-to-day business interactions and decision making, but also provides direction during uncertain times to help us think deeply about how to conduct all our coaching across business contexts and cultures.


Together We Grow

WABC is committed to unifying continued excellence—of bringing business coaches, members, providers, and partners together to share expertise and support colleagues, clients and organizations across the world.

We work alongside businesses and organizations both big and small, and WABC business coaches are united by the principles, philosophies and ideas that give us a common foundation and elevate our practice

Our Members

Our members represent everything from Fortune 100s to not-for-profits, entrepreneurs and enterprises, start-ups and small businesses. WABC business coaches drive transformations, both big and small, in organizations across sectors, industries and business size, and can support the success of your business too.

Our WABC Accredited® Program Providers

Our WABC Accredited program providers voluntarily hold themselves up for ongoing scrutiny against the highest business coaching standards in the world. Fewer than 1% of the world’s business coaching programs have met our standard of accreditation.


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Meet Our Leadership

At the heart of WABC is a team of passionate individuals who commit their breadth and depth of their experience and expertise to supporting this vibrant association. We are also supported by committees, task forces and other working groups as needed to further our organizational goals and objectives.

Wendy Johnson

Wendy Johnson

Founder &
Doug Abrahamson

Doug Abrahamson

Chief Strategy
David Kincaid

David Kincaid

Global Brand
Strategy Adviser
Michele Ann Jenkins

Michele Ann Jenkins

Architecture Specialist

Leading from the Start

Steve Lanning and Hal Wright of the United States founded the National Association of Business Coaches (NABC) in 1997. NABC experienced steady growth within the first five years while the business coaching industry became one of the fastest growing professions in North America. NABC was positioned as “the association of choice” for business-focused coaches and the international business market. 

To further global growth, NABC sought out a visionary leader to elevate the organization into a prestigious international association. Wendy Johnson of Canada shared the same vision—of an organization who could elevate excellence in business coaching, and unify business leadership throughout the world.

On May 31, 2002, Wendy Johnson transformed NABC into a new privately held federal corporation in Canada, and became WABC Coaches Inc. 

WABC Coaches Inc. conducts business as the Worldwide Association of Business Coaches (WABC), and serves and develops business coaching markets around the world.


Let’s explore how we can help you.