By Kathryn Deen, PAR 

Association leaders face unique revenue challenges that require more than one-size-fits-all answers. Many professionals are turning to coaching for focused, one-on-one support tailored to their urgent needs — helping them move beyond insight and into measurable action. That’s why PAR recently launched its new Growth Coaching program led by Lewis Flax, president of Flax Associates.

Flax is a seasoned advisor specializing in sponsorship, partnership, and non-dues revenue. He brings 25 years of experience working for and with associations. He is a certified instructor for Dale Carnegie Training (Winning with Relationship Selling) and an Association of Fundraising Professionals Master Trainer who regularly coaches sales executives working in B2B and association markets.

Here Flax shares why coaching is critical for today’s association leaders, what coaching entails, and how it differs from consulting.

PAR: What business development trends and challenges are making coaching more important in 2026?
Flax: Association budgets are tight, membership is a concern, AI is changing the landscape, and competition is rising.

Your sponsorships, programs, or benefits feel like every other association. Sponsors tune out. Your team keeps repeating the same pitch and thinks it will boost revenue.

Outreach happens in bursts with the same companies. Opportunities dry up. Revenue declines, and your team isn’t trained or experienced in sales, so you’re not sure how to keep it flowing.

Sponsorship packages and benefits haven’t changed. Sponsors see the same options over and over again. You worry about where to turn and what to do.

Leaders feel pulled in every direction and under pressure to generate revenue. Coaching can help you cut through the noise and focus on what actually drives results.

Internal alignment is difficult. Boards want one thing, staff may not be revenue focused, and everyone is stretched thin. An effective coach helps you gain clarity, so decisions stop stalling.

Revenue growth requires tough choices. You have the option to take various paths with sponsorship, partnership, education, and other products/services. Coaching helps you decide which path makes sense and what steps to take. It gives you support, accountability, and direction without adding staff.

PAR: What expectations do most business coaches manage through with their clients?
Flax: Many leaders come in looking for a script. Most arrive with a tactical question and leave with concrete next steps and perspectives on addressing the bigger issue behind the initial challenge. What they really gain is confidence, new skills, and the ability to take the next step.

Leaders often believe the barriers are external. Coaching helps uncover internal obstacles like silos, competing priorities, or lack of accountability and create actions that fit your culture and team dynamics.

PAR: How does coaching differ from consulting?
Flax: Consulting gives you answers that may not always fit the dynamics or culture within your association. Coaching meets you where you are and helps you build the skills and steps that fit your reality.

Coaching is like having a GPS. You are in the driver’s seat, and you get guidance that adjusts to where you are, what pitfalls are ahead, and what path will get you there the fastest. You get support in real time on situations that you are currently wrestling with — no big report that ends up sitting on a shelf.

PAR: How are you uniquely positioned to successfully coach association leaders?
Flax: I understand associations. I’ve been in your shoes and have dealt with board dynamics, leadership pressures, and staff siloes that can slow revenue work. Coaching accounts for these issues and turns them into workable next steps.

Each session ends with simple, clear actions that you can implement immediately to help you build confidence and skills to address top-of-mind challenges. You receive tools and examples that directly address your current revenue challenges, not generic advice.

Apply for PAR’s Growth Coaching Program
PAR’s personalized Growth Coaching program offers focused, one-on-one support, ideal for association executives and senior revenue professionals responsible for business growth. Applications are now available for 2026 with limited availability. Learn more and apply here.