In this episode, Gordon Glenister speaks with Stephen (Steve) Weiss, a Director at the International Coaching Federation (ICF). With a career spanning sports coaching, event production, and leadership roles in membership organisations, Steve brings unique insights into marketing international associations on a global scale. Together, they explore how the ICF builds its worldwide community of professional coaches, the challenges of engaging members across diverse cultures, and the strategies that enable associations to thrive internationally. What You’ll Learn in This Episode How Steve’s career journey — from athletics coaching to association leadership — shaped his approach to membership growth. The role of the International Coaching Federation in setting global standards for professional coaching. Key strategies for marketing and growing international membership organisations. How cultural differences affect engagement and communication. The importance of storytelling, trust, and brand consistency when operating globally. Leadership lessons for building communities that span continents. About Stephen Weiss Stephen Weiss is a Director at the International Coaching Federation, a leading global organisation for professional coaches with tens of thousands of members worldwide. With decades of experience in membership organisations, Steve is passionate about connecting communities, raising professional standards, and ensuring members find value in belonging. Episode Highlights “This is career number three for me — each one has given me skills that I bring into the membership world today.” “When you’re global, you can’t just replicate one strategy everywhere — you have to adapt to local cultures.” “Coaching is about people and transformation — and so is building a membership community.” Links & Resources Learn more about the International Coaching Federation (ICF): https://coachingfederation.org Connect with Stephen Weiss on LinkedIn Follow Gordon Glenister for more insights into membership organisations