Episode Summary

In this episode of The Assemble Podcast, host Don Berger sits down with Jonathan Hermida, Managing Director of the Center for Transformational Coaching, to unpack what true coaching looks like — and what it isn’t.

Jonathan explains how authentic coaches use lived experience, not just credentials, to help people navigate identity shifts and purpose. He and Don explore the stages of personal power, the role of community and retreats, and why presence matters more than process.

They also discuss how technology and AI are reshaping the coaching landscape — and why, despite all the tools, real transformation still happens face-to-face.

If you care about leadership, facilitation, or creating spaces where people feel seen and connected, this one’s worth your time.

Episode Themes

• What makes transformational coaching real
• How to tell authentic coaches from marketers
• The business side of coaching and personal growth
• The “Stages of Power”: moving from achievement to purpose
• Designing environments that build trust and clarity
• The growing need for community and belonging
• Retreats as catalysts for presence and transformation
• AI as a coaching tool — opportunity and caution

Chapters

0:00 — Welcome and introduction
1:10 — What is transformational coaching
2:36 — How Jonathan found his path and mentor
4:13 — Everyone’s a coach? Sorting authenticity from noise
6:00 — Learning the business of coaching
8:10 — Understanding the Six Stages of Power
10:09 — Who joins the Center and why
12:20 — Success stories from the program
13:08 — The power of in-person retreats
14:40 — Presence as the foundation for transformation
16:17 — Trends: AI, connection, and the future of work
18:02 — Can AI coach humans?
20:08 — Designing retreats that truly move people
21:46 — Balancing structure with flow
23:49 — Blending Eastern and Western mindsets
24:28 — Vulnerability in facilitation
25:46 — How to connect with Jonathan

About the Guest – Jonathan Hermida

Jonathan Hermida is a leadership and transformational coach and Managing Director of the Center for Transformational Coaching. A three-time founder and global mentor, he helps leaders and teams move from reflection to purpose through deep, conscious work and immersive retreats

Learn more: centerfortransformationalcoaching.com

Social Media: LinkedIn | Instagram

About the Assemble Podcast

Welcome to the Assemble Podcast. I’m Don Berger, founder of Assemble Hospitality Group.

We build purpose-designed spaces for small team offsites and retreats, because the biggest things happen in the smallest rooms.

This show explores retreats in all forms—corporate, lifestyle, wellness, and endurance training—and the culture shifts that happen when people step away from the everyday. You’ll hear lessons from operators, facilitators, and leaders who design experiences that move the needle.

Our goal: give you the playbook for building clarity, trust, and belonging on your team—or in your community.

Learn more: assemblehospitality.com

Social Media: Facebook | Instagram | LinkedIn | YouTube

Credits: Hosted by Don Berger, Founder & CEO of Assemble Hospitality. Recorded at Assemble’s Boise Retreat House. Produced by KazCM, part of the QuietLoud Studios podcast network. Distributed on SportsEpreneur.