The Rise of the Dual-Role Coach – A Win-Win Trend in the Coaching Industry

 

Written by Kirsty McWilliam.

 

 

When I first started training coaches back in 2010, there were generally two routes into the profession: people either moved into external coaching as independent consultants, or they came from HR, L&D, or other people-focused roles looking to deepen their impact. That’s still true – but lately, I’m seeing a refreshing shift that’s good news for individuals and organisations.

 

 

More professionals are now choosing a dual-role model. Rather than stepping away from their existing role, they’re negotiating a shift in responsibilities to add coaching into the mix. They create space – often by letting go of certain tasks (important!) – to start coaching internally. Just this week I spoke to a former trainee who’s now shaping a coaching offer alongside her Global Sales role. And another, not yet trained, just pitched this model to her employer – who said yes!

 

 

 

 

This isn’t just about coaching in your own role to your own team, but about reaching across the organisation to support colleagues, teams, and change efforts wherever they’re most needed. It’s a brilliant way to connect with new parts of the business, increase your visibility, and grow your influence – while the organisation builds coaching capacity from within. It’s strategic, developmental, and relational – all at once.

 

 

It also invites a bigger question: Can you have a portfolio career while staying in role? What would you let go of, if you could? What work gives you energy and meaning? When we start designing our roles around our unrealised strengths—and spend less time on the things we’ve learned to do but don’t love—there’s often a real uplift in motivation and wellbeing. (We use Strengths Profile in our programmes for exactly this reason.)

 

 

Whether you’re an individual exploring coach training, or an organisation thinking about how to build internal capability, this is a trend worth watching—and investing in. Get in touch – I do love to speak about how coaching can work in your organisation, and how we can all find the Win-Win!

 

 

Learn more about our coach training programmes: Accredited Coach Training – ThinkEQ

 

 

Let’s connect! You can find me on LinkedIn: (2) Kirsty McWilliam | LinkedIn