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Purpose

Outlines the steps and processes used by the American Cancer Society, a not‐for‐profit organization, when creating and implementing an internal‐coaching capacity.

Design/methodology/approach

Examines the design, implementation, successes and key learning points of the creation of an internal‐coaching program.

Findings

Reveals that organizations can build an internal‐coaching capacity using current talent and limited external resources to benefit the development of targeted staff.

Practical implications

Details steps required to build a coaching cadre.

Social implications

Highlights the flexibility that has helped to ensure that the program has remained relevant and sustainable in a precarious business climate while still being responsive to changing organizational, coach and client needs.

Originality/value

Provides an alternative to buying coaching from outside and outlines the benefits to building an internal capacity.

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