Welcome to Association Coach, LLC, a consulting and coaching company that specializes in associations and professional societies.

The firm is led by Daniel Martinage, CAE an association executive with 32 years experience. What makes Dan unique is his combination of direct, hands-on experience leading associations,  and his extensive executive coaching and consulting to more than 90 trade groups and professional societies.

A Certified Association Executive (CAE) since 1987, Dan has held the following association positions:

• Executive Director of the International Coach Federation
• Executive Director of the Home Automation and Networking Association
• Executive Director of the National Multifamily Housing Industry Council
• Associate Director of the Institute of Management Consultants

In addition to association positions, Dan’s experience includes:

• Founder and Principal of Association Coach, LLC
• On the faculty of The Center for Nonprofit Advancement
• Judge/Reviewer for The Washington Post Award for Excellence in Nonprofit Management
• Vice President, Bostrom Corporation (Association Management and consulting firm)
• Principal, AWP Research
• Vice President, EGIS Inc
• Senior Consultant, Science Management Corporation
• Congressional Intern, Congressman Drinan’s office

Dan specializes in qualitative research– including focus groups and key stakeholder interviews– executive coaching, strategic planning and meeting facilitation.  He also provides Board of Director and leadership orientation and leadership training.

Dan has a knack for asking powerful and provocative questions that get at the route of individual and organizational strengths and weaknesses.  He has led dozens of strategic planning sessions and he excels at helping associations implement strategic initiatives.

Consulting Experience

Some of the consulting projects that Dan has led include:

• For the Academy of Managed Care Pharmacy (AMCP) conducted an educational needs assessment incorporating key stakeholder interviews,  leadership focus groups, member interviews and a member survey. The process culminated in a facilitated strategic planning process supported by on-going executive coaching.
• Supported the National Apartment Association (NAA) in transitioning from a three-year strategic planning cycle to a one-year targeted action planning process. The streamlined annual process enables the association to be more responsive and flexible in challenging economic times.
• For XBRL International, facilitated a multi-phased strategic planning process involving a series of key stakeholder meetings in North America and Europe.  The final report consists of strategic observations and recommendations for strengthening and expanding market penetration of XBRL standards worldwide.
• Conducted a research and assessment program for the Organic Trade Association’s  (OTA) member forum and task force structure.  The project extended member survey findings with key stakeholder interviews.  Findings and recommendations were included in a Strategic Planning session  with OTA’s leadership.

• For the Association of School Business Officials International (ASBO) he managed a Strategic Planning Project involving regional focus groups with members and ASBO affiliates, nonmember survey, leadership survey, and a two-day facilitated strategic positioning and implementation workshop.
• For the National Association of Housing Redevelopment Officials, led a comprehensive strategic planning program. This twelve-step program included focus groups held in four regions of North America, three written surveys, leadership interviews, an external review, and a strategic positioning and implementation session.
• For the Greater Washington Society of Association Executives (GWSAE) managed a Membership Needs Assessment involving a written survey, member focus groups, and telephone interviews with former members. Results were used to create an integrated marketing plan for strengthening GWSAE programs, products and services.

Executive Coaching Experience

Dan began his coaching journey in 2001 when he was appointed Executive Director of the International Coach Federation (ICF). Over the four years that he served as Executive Director, ICF grew from a predominately North American organization with about 2000 members to an organization of more than 8500 members with 137 chapters operating in 32 countries.

Dan’s insights on the coaching profession have been featured in dozens of news media including The New York Times, Wall Street Journal, Washington Post, Miami Herald, Los Angeles Times, USA Today, Business Week, Money Magazine, and Woman’s World Magazine. He has also made guest appearances on Good Morning America Denver , National Public Radio, and The Coaching Show.

Dan has traveled extensively including participating in eleven coaching conferences on three continents. He has completed CoachU’s Coaching Core Essentials Course and the Coach Training Institute’s Coaching Fundamentals Course. He is currently working on his ICF Certification.

He holds a Master of Arts in Science, Technology and Public Policy and a Bachelor of Arts in Political Science and Speech Communication from The George Washington University in Washington, D. C.