Your voices are invaluable in helping our organization continue to innovate, grow, and evolve as we work to advance the profession of Health & Wellness Coaching. Earlier this year, we conducted several focus groups and gathered feedback through our Annual Survey Report. The insights shared by NBC-HWCs, Program Directors, CE Providers, employers, and other members of our community helped shape our strategic priorities and guide our work in 2026.
As we reach the midpoint of the year, we’d like to share what we heard and how we’re responding.
What We Heard
Through our conversations with stakeholders across the profession, several themes emerged:
- Improve employment opportunities across practice settings
- Raise awareness of Health & Wellness Coaching to support the growth of client bases and employment opportunities
- Expand access to continuing education through enhancements to the CE directory
- Strengthen business and practice management skills through additional resources
- Deepen understanding of workforce diversity across the profession
These priorities continue to inform our work and help guide where we focus our time, energy, and resources.
How We’re Responding and Where We Are Now
Expanding Employment Opportunities and Awareness
One of the strongest themes we heard was the need for greater employment opportunities and increased awareness of Health & Wellness Coaching.
To support this effort, we launched a new Career Center and updated the NBC-HWC portal, making it easier for employers to post open positions and connect with qualified coaches. We also continue to work directly with employers to strengthen their understanding of the Health & Wellness Coach Scope of Practice, helping improve the quality and alignment of job postings.
Conference participation remains a key strategy for raising awareness and expanding opportunities. Whether through exhibit booths, speaking engagements, educational sessions, or poster presentations, these events enable us to engage with healthcare leaders, employers, educators, and advocates interested in integrating coaching into their organizations.
Our 2026 conference participation includes:
- International Congress of Integrative Health & Medicine
- Coaching in Leadership & Healthcare Conference
- American College Health Association
- NYU Coaching & Technology Summit
- AMA Coaching Summit
- The Health and Well-Being Coaching Conference
- American Academy of Family Physicians (FMX)
- American College of Lifestyle Medicine
These conversations continue to generate interest in incorporating Health & Wellness Coaches into hospital systems, community health settings, and other care environments.
Beyond conferences, our staff, Board Directors, and Ambassadors are helping extend our reach through podcasts, webinars, and other educational opportunities. You may have also noticed a subtle evolution in our marketing and messaging. With input from NBC-HWCs and other stakeholders, we have worked to create more consistent messaging around what a Health & Wellness Coach is, the scope of practice, and the value coaches bring across settings. We have also developed resources to help support conversations with employers and decision-makers.
Supporting Advocacy and Reimbursement Efforts
Advocacy remains another important pathway for increasing awareness, expanding job opportunities, and advancing reimbursement for Health & Wellness Coaching services.
NBHWC and its collaborators have contributed analyses and reports that reinforce both the clinical and financial value of Health & Wellness Coaching. We have also continued to submit formal letters and executive summaries outlining actionable pathways for reimbursement and implementation. These efforts help strengthen the collective case for broader integration of coaching services across healthcare and community settings.
You can reference this blog post for more information! (Which brings another important highlight: our new blog, which we update regularly with voices from leadership, staff, and the community.
Enhancing Continuing Education and Professional Development
We also heard the desire for improved access to continuing education and professional development opportunities.
In response, we are exploring strategic enhancements to the presentation of continuing education offerings, including improved categorization by specialization areas. These changes are intended to enhance the user experience, support job readiness, and help identify both strengths and gaps in available content. This work will also inform future opportunities for strategic growth in how we support coaches throughout their professional development journeys.
For those pursuing Board Certification, several improvements have already been implemented. These include an updated website with improved navigation and new practice exam options, including a full-length simulated testing experience for candidates who want to prepare under realistic exam conditions. We look forward to developing additional study and preparation resources.
Elevating Community Voices
To further strengthen connections with the coaching community, we recently launched the Ambassador Program.
Designed to amplify real-world perspectives from NBC-HWCs working across healthcare, education, corporate wellness, and community settings, the program also serves as an important listening channel for coaches in the field. Currently in its pilot phase, the program has six Ambassadors helping shape its development and growth while providing valuable insights from across the profession. Read this blog post for more.
Improving Systems and Experiences
Alongside these visible initiatives, we have also focused on enhancing systems and processes behind the scenes to improve the experiences of NBC-HWCs, Programs, CE Providers, and prospective coaches.
One example is the introduction of a new Welcome Orientation Webinar, where newly certified NBC-HWCs can connect directly with our Post-Certification & Engagement Specialist, Cindy, and learn more about certification benefits, resources, and engagement opportunities.
For Programs and CE Providers, we are implementing a new single sign-on system designed to save time, improve communication, streamline workflows, and create a more seamless experience overall.
Looking Ahead
While we are proud of the progress made so far this year, we recognize that advancing the profession requires continuous listening, learning, and collaboration. The feedback we receive from coaches, educators, employers, and partners remains one of our most valuable resources.
Thank you for sharing your perspectives, ideas, and experiences with us. Your input directly informs our priorities and helps shape the future of Health & Wellness Coaching. We look forward to continuing this work together and sharing additional updates as the year progresses.
