Meet the woman who’s demystifying the Coaching Industry.
- pauseandempower
- Sep 1
- 5 min read
Updated: Nov 10
When most people think of coaching, they imagine one-to-one sessions: a client, a coach, and a goal to be achieved. But the coaching world is far bigger, broader, and more colourful than that. There are life coaches, business coaches, executive coaches, wellbeing coaches, performance coaches, and coaches who specialise in everything from leadership to lifestyle. With so many approaches, it can be difficult for someone new to coaching to know exactly where to start. That’s where Julie Crabb comes in.
Another of her contributions to the world of coaching is through her podcast: “20/20 Coaching Convos”, available on Spotify and YouTube. This series is designed to open up the coaching profession to a wider audience, demystifying what coaching is (and isn’t), and helping people understand the sheer variety of coaching styles available. Her aims are simple but powerful: to help people understand the world of coaching and for those looking – to find the right coach for them. And in a field where one size certainly doesn’t fit all, this mission is both generous and invaluable.
The Big Idea Behind 20/20 Coaching Convos
The inspiration for Julie’s podcast grew from her own experience of the coaching world. As a
certified Life and Personal Performance Coach, trained in personal performance coaching
and NLP, she knows first-hand just how transformative good coaching can be. But she also
knows that coaching is not a regulated profession — meaning that, unlike counselling or therapy, anyone can technically call themselves a coach.
This can be confusing for potential clients. Should they choose a coach with a corporate
background or someone who works in wellbeing? Should they go for someone with NLP in their toolkit, or someone who focuses purely on goal setting and accountability? Do they need a career coach, a personal performance coach, or perhaps a blend of both? (As a note here, I would always recommend you have a free “discovery” call with at least two coaches, as its important that you have a good connection and feel you can trust one another. That may happen with the first coach you speak to, but it’s useful to have another comparison.)
Julie realised that what people needed isn’t just another coach — it is clarity about coaching
itself. They need a way to hear from a variety of coaches, explore different approaches, and
make more informed decisions.
Each episode is a thoughtful, often eye-opening discussion with a practising coach. Listeners
get a sense of the coach’s style, philosophy, and approach. It’s not a sales pitch — it’s an
exploration. The podcast gives potential clients a front-row seat to the different voices in
coaching, allowing them to reflect on what resonates and what doesn’t.
Why This Matters
It would be easy to underestimate the impact of a podcast like this. After all, isn’t coaching a
personal experience best understood by trying it out? That’s true — but it also comes with a
caveat. Coaching requires trust, chemistry, and an alignment of values. A mismatch can leave clients feeling deflated, misunderstood, or even skeptical about the entire process.
By shining a light on different coaching styles, Julie helps people shortlist wisely. Instead of
stumbling blindly into a first session, listeners can narrow their choices based on what they’ve heard. Do they prefer a coach with a direct, accountability-driven approach? Or do they lean towards someone more reflective, who holds space for exploration?
The podcast essentially acts as a window-shopping experience for coaching, giving people a sense of what’s out there before they commit. That, in itself, helps protect the credibility of coaching as a profession. Because when clients find the right coach, the transformation can be extraordinary.
The Generosity Factor
Another reason Julie stands out is her unique approach to her own coaching practice. While the podcast is a key platform and passion project, she coaches clients herself. But here’s the twist: instead of charging for her services, she asks her clients to donate to charity.
This isn’t because she doesn’t value coaching. On the contrary, she sees immense value in it. Her choice is driven by generosity and a desire to use her skills to give back in a broader sense. In a world where coaching is often associated with premium price tags (if you don’t shop around), this approach feels refreshingly different. It’s less about building a business empire and more about paying it forward. Julie’s giving nature complements the very ethos of her podcast: opening up coaching, making it accessible, and ensuring it remains client-focused rather than purely commercial.
A Different Kind of Coach
It’s important to be clear here: Julie isn’t building a traditional coaching practice. She doesn’t
market herself as a go-to coach for executives, parents, or career changers. Her mission is
broader and, in many ways, more generous: she is developing the coaching profession itself.
Through 20/20 Coaching Convos she’s creating a resource that benefits three groups:
1. Potential clients, who gain clarity about what kind of coach might suit them.
2. Fellow coaches, who have an opportunity to share their approach and reach new audiences.
3. The coaching profession as a whole, which benefits from greater transparency and
visibility.
Julie is a connector, a curator, and an advocate. She’s building bridges between clients andcoaches, all while championing the diversity within coaching.
Fascinating, and Purposeful. What makes Julie particularly fascinating is this blend of generosity and vision. She isn’t in it for the hard sell. She isn’t chasing the next big coaching trend or pushing herself into a narrow niche. Instead, she’s leaning into curiosity and service:
● Curious about how different coaches work.
● Curious about how clients can benefit from understanding those differences.
● Committed to creating something that gives, rather than takes.
That combination makes her stand out in a profession that can sometimes feel crowded with
competing voices. She’s not competing — she’s contributing.
Why You Should Tune In
If you’ve ever considered working with a coach but felt overwhelmed by the choice, 20/20
Coaching Convos is an excellent place to start. It won’t give you the “right answer” — because in coaching, there isn’t one definitive right answer — but it will give you perspective.
You’ll hear from a variety of coaches, each with their own flavour, and start to notice what clicks with you. Do you feel energised by one person’s structure? Inspired by another’s story? Or reassured by someone’s calm presence? These are all clues to what kind of coaching relationship might work best for you.
And if you’re already a coach, the podcast is equally valuable. It’s a reminder of the breadth and creativity within the profession, and a chance to reflect on how you describe and deliver your own practice.
Final Thoughts
Julie is, in many ways, a coach’s coach — not because she trains other coaches, but because she’s building a platform that elevates the profession as a whole. Through her podcast, she is making coaching more visible, more transparent, and more accessible. Her own one-to-one coaching, where donations go to charity, is a lovely side note that reinforces her giving nature. And her legacy lies in 20/20 Coaching Convos.
Generous, and purposeful, Julie is a reminder that coaching isn’t just about individual
transformation — it’s also about shaping a profession that serves people better. And thanks to her, many more people will find the right coach, at the right time, in the right way.
So if you’re curious about coaching — or simply enjoy a good, thoughtful conversation — tune into 20/20 Coaching Convos. It’s coaching, explained one story at a time.
To listen to Julie’s interview with me, go to https://youtu.be/Icw8m3ADmrg (And in the context of honesty, I hadn’t realised this was recorded, so I am dressed pretty casually and my drying, spotted cossie kept on catching the camera (in case you wonder what that weird pattern is behind my head!)
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