The Win-Win of the Club Coach Program

Your club used to hum with energy. Guests visited, roles filled up fast, and laughter echoed after every Table Topics^® response. But lately, attendance has slipped. The same few members take on multiple roles, and even the most loyal officer is feeling drained. If that sounds familiar, your club may not be in trouble; it may simply need support.

That’s where the Toastmasters Club Coach Program comes in. Designed to help clubs rebuild membership and restore club quality, the program also offers an equally powerful benefit: It develops stronger, more empathetic leaders.

Whether you’re leading a club that could use a boost or are thinking about becoming a club coach yourself, the program offers a win-win opportunity for everyone involved.

About the Program

When a club finds itself with fewer members or less energy than it once had, it often needs more than new ideas—it needs a partner. The Club Coach Program connects struggling clubs with an experienced Toastmaster who can help.

A club coach is not a fixer, but a collaborator. Coaches work alongside club leaders and members, offering perspective, structure, and encouragement as the club improves its practices and culture.

For the Takapuna Toasters Club in Auckland, New Zealand, “Having someone who had the knowledge, experience, and confidence to work alongside us at each step to address areas of improvement” made all the difference, notes Club President Joey Poching.

Clubs eligible for coaching must have between three and 12 members, not be suspended or closed, have at least one officer who has completed the Club Coach Program Training module in Base Camp, and have no more than two coaches currently appointed.

Coaching isn’t about taking over; it’s about helping the club take ownership of its own future.

How Clubs Benefit

When a coach partners effectively with a club, the impact can be felt quickly—in meeting energy, officer confidence, and member involvement. Many clubs rediscover their identity and purpose: who they serve, what they offer, and why members stay.

“Make sure the club has a clear understanding of who they are, their unique selling proposition, and their target audience,” emphasizes Colleen Marie Kelly, DTM, of the Midday Mumblers Club, in Chanhassen, Minnesota, who has coached several clubs over the years.

Clubs that rediscover their purpose often see a clear shift in energy and results. For the Takapuna Toasters, the program helped them not only rebuild but thrive. “Our club found it very rewarding,” says Poching. “We gained Distinguished in the DCP [Distinguished Club Program]—something that wasn’t achieved for 10 years—and numbers are stable.” The club’s officers also began seeking out additional education opportunities, inspired by the support they received.

Other clubs describe the experience as receiving a gentle but steady nudge—just enough structure and encouragement to rekindle momentum. Ryan Kelly, who coached the Talk the Talk Club in Fayetteville, New York, says of the club’s dramatic improvement, “Seeing the growth of the club was like [seeing] a phoenix rising from the ashes.”

Even small improvements like creating a consistent agenda or greeting guests warmly can have a big impact. Members begin to feel valued again, and that sense of belonging becomes contagious.

What a Coach Does

Coaching begins with connection. Before suggesting any changes, a coach takes time to understand the club’s culture and the individuals who make it up.

Successful club coaches tailor their support to each club’s needs. That might mean leading a Moments of Truth session, helping officers build a Club Success Plan, refreshing meeting structure, or modeling what an engaging, well-run meeting looks and feels like.

Some coaches focus on strengthening the club leadership team. Others help refine promotional strategies or build momentum through creative themes and consistent agendas. Many simply bring fresh eyes, something clubs often appreciate more than they expect.

Isabel Carter, DTM, coach for the Takapuna Toasters from late 2023 to mid-2025, found that taking time to work one-on-one with members made a meaningful difference for the club. She helped the officers understand Pathways, set goals, and feel more confident in their roles.

Lori Hull, coach for NW Arkansas Wordmasters, in Fayetteville, Arkansas, in 2024–2025, emphasizes the power of meeting quality and teamwork, noting that the turning point for this club was “focusing on consistent and planned quality meetings.” A Past Area Director in District 43, her leadership lens made the partnership even stronger: “Meet regularly as a team and work as a team,” she says. “You cannot step in and do the work for them.”

A club coach’s aim is to help the club build habits that continue long after the coaching term ends. Helpful guidance can be found in the step-by-step guide How to Rebuild a Toastmasters Club.

Policy Updates

In the past, some members saw club coaching mainly as a requirement to meet for earning the Distinguished Toastmaster (DTM) award. Toastmasters International addressed this in the 2022–2023 coaching program updates, strengthening the program’s integrity and purpose. Coaches now earn credit only after serving at least six months and helping the club achieve Distinguished or better status in the DCP. If the club also reaches 20 members, the coach earns an additional DTM credit.

These changes encourage deeper engagement, more consistent support, and a focus on sustainable success rather than quick fixes.

Club Coach Qualifications

Members who enjoy mentoring others and have foundational leadership experience may already be qualified to serve as a club coach. Coaches are often Area or Division Directors, but any qualified Toastmaster can apply through their District’s leadership team.

The best coaches share three traits: empathy, patience, and curiosity. They listen more than they talk. They meet clubs where they are in their journey. And they recognize that leadership growth comes from service, not status.

To qualify to be appointed as a club coach, a member must:

• Have completed Level 2 in any Pathways path, or hold an Advanced Communicator Bronze (ACB) or Advanced Leader Bronze (ALB) from the legacy education program.
• Have served as a club officer for a complete annual term.
• Not have been a member of the club in the past six months, and not join it during the appointment.
• Complete the Club Coach Program Training module in Base Camp.
• Coach only one club at a time.
• Sign a Club Coach Agreement outlining expectations.

These requirements help ensure a consistent, high-quality experience for clubs and coaches alike.

A coaching appointment lasts from six months up to two program years, giving the coach and club time for collaboration and steady progress. When a club needs more time to achieve Distinguished status and long-term, sustainable success, the appointment can be extended for up to two more years.

How Coaches Benefit

Clubs aren’t the only ones who grow—coaches often discover new attributes. Many coaches say the experience is unexpectedly transformative. It deepens leadership skills, expands communication styles, and builds empathy and confidence.

Carter, the Takapuna Toasters club coach, shares that the experience taught her to communicate more clearly, adapt more thoughtfully, and understand team dynamics more deeply. She also appreciated seeing the club officers’ confidence grow with each step forward.

Hull, the NW Arkansas Wordmasters coach, expresses a similar insight: “It’s not easy, but it can become a fun team challenge, with the rewards of seeing steady progress.” Working with a diverse group also strengthened her ability to lead with patience and understanding, she says.

Other coaches find that the experience helps them grow as mentors, facilitators, and motivators. Some, like Lisa Coppins, DTM, who coached the Avon Club in Christchurch, New Zealand, from late 2023 to mid-2024, describe the personal fulfillment of watching others thrive. “I’ve made lifelong friends by helping out at this club,” she says. “It is such a special experience to be part of. I wish I did it sooner.”

Even the challenges can refine leadership, as coaches learn to influence without authority and navigate differing opinions.

Coaches who start their assignment seeking DTM credit often finish with something far more valuable: a deeper understanding of leadership, a renewed passion for service, and a story of growth—both for the club and for themselves. And when a club reaches Distinguished status, or simply regains its energy and direction, the success belongs
to everyone.

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