The Real Question Behind the Question
When I started coaching in 2004, I asked myself the question, “Do I really need to be a certified coach?” At the time, my answer was no. I was already a trained, licensed, and experienced counselor. I was deeply grounded in Choice Theory and Reality Therapy, and believed I had everything I needed to coach effectively.
And for a while, that worked. A few years later, however, I received communication from the Center for Credentialing & Education indicating that Nationally Certified Counselors offering coaching services were expected to pursue Board Certified Coach (BCC) credentialing through an approved program.
That moment prompted me to take a deeper look, not just at certification, but at coaching itself. What became clear to me over time is that coaching is not simply counseling applied differently. It’s a distinct skill set.
For many counselors, the question isn’t just whether certification is required, but whether it adds something meaningful to the work they want to do.
What BCC Certification Actually Is
The Center for Credentialing & Education (CCE) offers credentials across several helping professions, including the Board Certified Coach (BCC) and the Nationally Certified Counselor (NCC).
BCC certification represents: coaching-specific training, development of a skill set distinct from counseling, and a professionally recognized credential. Just as I wouldn’t suggest a coach can practice counseling without training, I wouldn’t suggest a counselor can coach effectively without developing coaching-specific skills.
The Overlap and the Difference
Coaching and counseling share important similarities. Both are relationship-based, growth-oriented, and support people in meaningful ways. But they are not the same.
Counseling often involves working with diagnosable conditions (when applicable), exploring past experiences, and a treatment-oriented framework. Coaching, on the other hand, does not involve diagnosis, is future oriented, and driven by client-defined goals.
There is both room and need for each.
What This Looks Like in Practice
The difference between counseling and coaching becomes clearer in how conversations unfold.
In counseling, you might explore why a pattern exists. In coaching, you might ask, “Is there something you’d like to do differently moving forward? If so, what might that look like?”
In counseling, you might help a client process and understand their emotional experience. In coaching, you might ask, “Given what you’re noticing, what do you want to do next?”
In counseling, you may guide clients toward insight and healing. In coaching, you might ask, “What would progress look like for you from here?”
This is where many counselors begin to realize they are not just doing the same work in a different way. They are stepping into a different role.
Why Some Counselors Choose Coaching
Counselors choose to add coaching for a variety of reasons:
- Freedom from insurance constraints and diagnostic requirements
- Greater flexibility in schedule and client selection
- The ability to work with non-diagnosable, growth-oriented clients
- A different kind of engagement with highly motivated individuals
- The opportunity to balance their work with clients focused on growth, alongside the meaningful and sometimes demanding work of clinical care
Many also find that coaching allows them to expand their impact in ways that feel energizing.
Common Concerns
- “I already know how to help people.”
Yes, and coaching requires a different way of helping. Coaching is question-based rather than advice-driven, client-led rather than expert-led, and focused on forward movement rather than problem resolution.
- “Don’t I already do coaching?”
Sometimes there is overlap, but coaching is more structured, intentional, and explicitly centered on client ownership.
- “Won’t this dilute my identity as a counselor?”
In practice, the opposite tends to happen. Coaching expands your skillset and gives you another way to support people, without replacing your identity as a counselor.
- “Will this be worth the time and investment?”
The honest answer is it depends. It depends on your goals, how you want to work, and the type of clients you want to serve.
Like coaching itself, this is a decision only you can make.
What BCC Adds
Becoming a BCC provides:
- Clarity between coaching and counseling roles
- A clear structure for conducting coaching conversations
- An ethical framework specific to coaching
- Greater confidence in your role as a coach
When It Is Worth It
BCC certification is worth it when you want to develop coaching-specific skills, expand your professional services, and work outside the constraints of insurance.
If you’re leaning in that direction, you may want to explore the step-by-step path to becoming a coach.
When It Might NOT Be Necessary
It may not be necessary when:
- You only want to practice therapy
- You have no interest in working as a coach
- You’re satisfied with your current model
About the Academy of Choice
The Academy of Choice has been a BCC-approved training provider since 2011. We offer:
- A 30-hour program designed for counselors
- A 60-hour program for other helping professionals
- A 120-hour program for those entering the field with a bachelor’s degree
- All programs are offered in live, interactive Zoom cohorts and also as fully asynchronous options
Our programs are grounded in Choice Theory and designed for real-world application.
👉 If you’d like to explore this path further, you can learn more about the Academy of Choice here.
Reflection
What kind of work do you want to be doing in the next 3–5 years?
