COACHING PIONEER HONORED AS ASIA’S DISTINGUISHED LEADER IN PROFESSIONAL COACHING
- Joanna Garingarao
- 2 days ago
- 3 min read
Julius Ordoñez continues to shape the coaching industry across the region
In 1999, long before “coaching” became a corporate buzzword in the Philippines, Julius Ordoñez found himself standing in front of a room full of executives, trying to explain a concept no one quite understood yet.
“I remember people asking me, “Coaching for what sport?” he said with a laugh. “Coaching for personal and professional development wasn’t even a thing yet—not in the Philippines, anyway.”
Fast forward to 2025, and Ordoñez is being honored as Asia’s Distinguished Leader in Professional Coaching by the Asia’s Golden Icon Awards—a recognition that reflects not just personal achievement, but also his tireless efforts to shape the coaching industry in the Philippines and across the region.
For Ordoñez, the award is both meaningful and validating. “It affirms the impact coaching has made over the years,” he said. “Back then, I was advocating something that barely had a name. Now, coaching is in boardrooms, classrooms, and communities. It’s no longer just for senior executives—it’s for anyone who wants to grow.”
A trailblazing journey
The path hasn’t been easy. In 2002, Ordoñez founded the Philippines Chapter of the International Coaching Federation (ICF), the world’s largest credentialing body for coaches. He was also the first in the country to earn the ICF Master Certified Coach (MCC) designation, and later, one of the world’s first to obtain the ICF Advanced Certification in Team Coaching.
He recalls how the early years were filled with free talks, demos, and countless conversations just to get people to take coaching seriously. “People didn’t want to pay for something they didn’t understand,” he said. “So I had to show them—not just tell them—what coaching could do.”
In 2008, after a brief hiatus abroad, he revived the ICF Philippines Chapter—this time with more resolve and a small team of volunteers. He personally funded the early activities, hosted sessions in donated offices and homes, and rebuilt the community from scratch.
His leadership extended beyond the Philippines. From 2015 to 2017, he served as President of the Asia Pacific Alliance of Coaches (APAC), leading members from 15+ countries while navigating cultural differences and remote collaboration long before hybrid work became the norm.
Elevating the profession
Through his company, Benchmark Consulting, Ordoñez has helped coach, train, and certify leaders across industries—introducing a coaching style that’s less about instruction, and more about transformation.
“The biggest misconception about coaching is that it’s about giving advice,” he said. “But true coaching is about listening, reflecting, and helping someone discover their own clarity. It’s not transactional—it’s deeply personal.”
That belief has anchored Benchmark’s approach for over two decades. Today, the firm offers both corporate and life coaching, with a strong emphasis on ethics, ICF-aligned certifications, and emerging tools like AI—used responsibly, and only with client consent.
“We use tech to support coaching—not replace it,” he said. “The power of coaching comes from presence, connection, and trust. That can’t be automated.”
A leadership style that connects
Aside from his credentials, what makes Ordoñez special is his ability to lead with both structure and soul. He talks often about “authentic connection” as a leadership superpower—something that has become central to Benchmark’s philosophy and this year’s upcoming Leadership Conference.
With the theme“Digitalization + Authentic Connection = Next Level Leaders,” the event commences on September 18, 2025 from 8am to 12nn (Philippine Time) via Zoom.
Despite the recognition, Ordoñez remains focused on what’s ahead. He’s currently training and mentoring a new generation of Filipino coaches, growing Benchmark’s global presence, and deepening the company’s research-backed approach to coaching and leadership.
“Coaching transformed my life, and I’ve seen it transform others,” he said. “That’s what keeps me going. Awards are great, but the real reward is knowing that someone found clarity, confidence, or courage because of a conversation you held space for.”
For Ordoñez, the mission is far from over. But for now, he allows himself a moment of reflection. He said: “I never imagined that a quiet commitment I made 25 years ago would lead here. But I’m glad I said yes.”
LEARN MORE AND REGISTER NOW at https://benchmark-consulting.com.ph/2025conference/ or email us at info@benchmark-consulting.net.
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