The NBHWC team attended the 2025 Institute for Credentialing Excellence Exchange to engage with credentialing leaders and explore strategies that strengthen certification programs, elevate candidate experiences, and support long-term professional growth. Participating as a unified team allowed each department to learn through the lens of their specific role while aligning around shared goals for advancing the NBC-HWC credential. Below is a recap of key takeaways from the conference, shared by each department.
Opening Keynote: Leadership Rooted in Accountability, Empathy, and Empowerment
The conference opened with a compelling keynote from Sara Ross, highlighting that pressure coexists with possibility. She introduced three leadership pillars that resonated across the team: own your stuff, have their (your teams) back, and build them (your team) up.
Ross emphasized that accountability is measured by impact, not intention, encouraging leaders to slow down, pay attention to body language, reground themselves, and approach situations with curiosity. Her focus on empathy and empowerment created a strong foundation for the sessions that followed and helped the NBHWC team reflect on how their work directly shapes the candidate and certificate experience.
Marketing Department Takeaways
Shared by Hanna, Marketing Department
The marketing team focused on journey mapping, branding, and understanding the broader influence ecosystem that shapes recognition of the NBC-HWC credential.
Journey Mapping & Personalization
Sessions reinforced the need for data-informed journey mapping that reflects real candidate motivations. This highlighted the importance of refining the NBC-HWC journey, from awareness through recertification, to create clear, consistent, and personalized touchpoints.
Building Influence Beyond Social Media
Awareness alone does not drive credential adoption. The conference introduced the Influence Ladder, a simple model showing how people move from first hearing about a credential to fully trusting and advocating for it. The Influence Ladder – awareness, understanding, belief, trust – demonstrated how growth depends on legitimacy, real-world relevance, and trusted voices across the ecosystem.
Branding That Creates Memory & Meaning
Branding sessions underscored that strong brands build emotional connections rooted in joy, hope, and belonging. These insights will guide ongoing efforts to communicate the value of the NBC-HWC credential in ways that feel authentic, credible, and memorable.
Program Approval & Continuing Education Department Takeaways
Shared by Rachel, Program Approval & Continuing Education
Expanding Equitable Continuing Education Opportunities
Rachel emphasized the importance of improving CE offerings to better serve NBC-HWCs. More equitable and diverse pathways can help close gaps in knowledge and skill development across the community.
Understanding Coach Needs Through Insight Gathering
Listening closely to the coaching community is essential. Gathering insights into the tools, support, and resources coaches are seeking allows NBHWC to better align CE offerings and program approval processes with real-world needs.
Recognizing NBHWC’s Place in a Larger Credentialing Community
Rachel noted how encouraging it was to see many organizations facing similar goals and challenges. Regardless of profession, credentialing unites organizations through shared commitments to competence, consistency, and public protection.
Certification Department Takeaways
Shared by Nicole and Cindy, Certification Department
Continuous Improvement
Sessions reinforced the importance of continually reviewing and refining processes to maintain high-quality credentialing. Gathering feedback from coaches and using data to drive improvements keeps certification practices strong and relevant.
Candidate Experience
Clear communication and streamlined procedures are essential for keeping certificants supported throughout their credential lifecycle and building long-term trust.
Creative Engagement
Nicole and Cindy were inspired by discussions on making a profession feel more visible and relevant through creative, authentic connection. This opened new ideas for helping the public better understand what Health and Wellness Coaches do and why their work matters.
These insights will help strengthen how the certification team supports certificants, ensure recertification processes remain efficient and meaningful, and explore new ways to elevate the visibility of Health & Wellness Coaching.
As the conference unfolded, attendees experienced a weekend full of insightful sessions, meaningful connections, and celebrations of achievement. From inspiring presentations to engaging discussions and opportunities to connect with peers, there were numerous moments that highlighted the growth, impact, and future direction of the health and wellness coaching profession. Below are three key takeaways from the event that stood out and exemplify why this gathering continues to be such a valuable experience for NBC-HWCs and aspiring coaches alike.
Executive Director Takeaways
Shared by Deanna, Executive Director
“Attending the I.C.E. Exchange with Nicole, Cindy, Hanna, and Rachel strengthened our understanding of how we can support NBHWC and the HWC Coaching Profession through the credential, as well as bringing connection to us as a team!” .
Connection Across the Credentialing Community
Engaging with peers from other credentialing organizations provided valuable perspective, insights, and a sense of shared purpose.
Learning from AI and Technology Innovations
Sessions demonstrated how AI and technology are being used to streamline credentialing workflows and support professionals after certification, sparking ideas for how NBHWC might implement similar tools.
A Bright Future for Credentialing
Discussions highlighted the growing demand for credible, competency-based credentials as pathways into higher education evolve.
Strategic Inspiration
Product management roadmaps and validation tools offered new frameworks for strategic planning and idea evaluation within NBHWC.
Marketing & Awareness Insights
Hearing how other organizations promoted their profession inspired actionable ideas for engaging employers, training programs, and individuals considering coaching. This iswork the team is eager to build on in 2026.
Final Takeaways
Attending the 2025 I.C.E. Exchange gave the NBHWC team, Hanna (Marketing), Rachel (Program Approval & Continuing Education), Nicole and Cindy (Certification), and Deanna (Executive Director), a renewed sense of clarity, collaboration, and purpose. From Sara Ross’s keynote on leadership and impact, to sessions on journey mapping, branding, credential development, and future-focused innovation, each department found ideas that directly support the NBC-HWC community.
Together, we left with actionable insights to strengthen the candidate journey, expand equitable continuing education, refine certification processes, build trust through clear communication, and explore new approaches to engagement across the coaching profession.
Most importantly, the week reaffirmed that NBHWC is part of a larger credentialing community dedicated to competence, quality, and public protection. These shared learnings will guide our ongoing efforts to advance the NBC-HWC credential and elevate the visibility, credibility, and impact of National Board Certified Health and Wellness Coaches.
