Making Conferences More Meaningful With Coaching

As learning leaders, we’re always looking for ways to enrich our learners’ experiences, especially at conferences. Coaching is quickly becoming an essential part of conference programming, and for good reason.

I’ve coached at conferences across industries, and the response is consistent: attendees walk away with greater clarity, renewed energy, and concrete ways to move forward. Coaching is one of the most personalized, high-impact learning experiences you can offer, and it fits naturally into events centered on professional development.

If you’re curious about how coaching can deepen a conference experience, here’s why it works and how to get started.

Why Coaching

Conferences give people the opportunity to step out of their routine and into a fresh mindset. It’s a natural fit for coaching. Attendees have space to reflect, think ahead, and take action. Coaching makes that time more intentional and meaningful. It also signals that your organization supports growth not just through content, but through personalized, real-time support.

How to Make It Happen

Start with quality. You can tap into International Coaching Federation (ICF) certified coaches within your membership or local area. These coaches meet global standards and bring ethics, professionalism, and proven tools.

Karen S. Bernstein, vice president of learning & development at the International Coaching Federation, explains that “offering sessions with credentialed coaches at conferences is a great way to give attendees a meaningful introduction to the benefits of coaching. These brief, focused sessions allow organizers and employers to demonstrate their commitment to professional development, while giving participants the opportunity to explore personal or work-related challenges in a supportive, structured setting. To get started, consider using our online Credentialed Coach Finder to locate ICF-certified coaches near your conference. You can search by location and specialty, or reach out to the local ICF chapter for personalized recommendations.”

There’s no one-size-fits-all approach to offering coaching at conferences, but several formats work well.

ATD has led the way by creating a dedicated Career Center at its annual conference for more than 25 years. Today, the ATD Career Center includes coaching, resume reviews, and sessions focused on career advancement, all in one place. Attendees sign up for sessions during the conference on a first-come, first-served basis.

Mallory Flynn, who organizes the ATD Career Center and serves as ATD’s content manager for career development and organization development, notes, “When coaching is integrated into a Career Center at a conference, it elevates coaching as part of career planning and reinforces the conference’s role in supporting attendees’ professional growth. We also get the opportunity to introduce many individuals to coaching for the very first time. They leave with a new understanding of what’s possible for them and the impact coaching can have, and year over year we’ve even had select attendees share that their coaching session ‘changed their lives.’”

Some organizations offer coaching as a paid add-on during registration. This helps manage demand, offset costs, and signals the value of the experience.

No matter the model, it’s important to recognize the coach’s contribution. Even brief sessions require preparation and presence. Offering a stipend and covering conference fees reinforces professionalism and partnership.

Proven Success in the Field

Not ready to commit across your entire event? Start with a pilot by testing coaching at one conference to evaluate interest and logistics.

Ben Yzaguirre, vice president of education and conferences at the School Nutrition Association, shares, “We wanted to pilot the idea, so we brought in one coach to offer sessions at one of our smaller conferences, which primarily draws senior leaders. The coaching slots sold out quickly, and feedback through the app confirmed we were onto something valuable. It was a success, and we’re likely to bring it back in the future.”

ASAE has taken a longer-term approach by making coaching a consistent part of its events. They tap into a vetted pool of ASAE-selected coaches to ensure a high-quality experience. “At ASAE, we offer career coaching through our Association CareerHQ platform because we believe it has the potential to create outsized impact for members of the association community,” says Joseph Watkins, who oversees ASAE’s Association CareerHQ. “It helps professionals clarify their career goals and supercharge their advancement.”

Chris Moore, ASAE’s chief learning and meetings officer, adds, “By incorporating career coaching into our annual meeting, we’re creating an immediate, actionable experience for attendees. It helps them connect the dots between their long-term goals and the opportunities right in front of them, whether that’s choosing the right educational sessions or making intentional connections through networking.” If you’re attending this year’s ASAE annual meeting in August, coaching will be offered again, including by yours truly.

Extend the Learning Beyond the Event

One of the most valuable opportunities I see is taking coaching beyond the event itself. Conference coaching doesn’t need to end when the program does. Offering post-conference coaching gives attendees a way to apply what they’ve learned with real-time support as they return to work.

What This Means for Your Next Event

Conferences are a major investment for your organization and your members. Coaching helps make that investment go further by reinforcing learning, increasing engagement, and offering personalized support. Whether you're piloting coaching for the first time or building on an established program, it’s a strategic way to make your next event more meaningful and more memorable.