I'm Lorraine Hamilton
Engineer turned master coach, mentor, and builder of better systems.
Why SWITCH exists
In 2016, I was teaching my first group of Coach School students.
On paper, I had a solid curriculum — established models, clear frameworks.
But it didn't reflect what I was actually doing in my coaching practice. It was transactional. Goal-driven. Too neat.
Real coaching — the coaching that changes lives — is messy, human, and profound.
So I started sketching out a model that matched the way I really coached.
That night the SWITCH Coaching Model® was born.
Coaching craft, systems, and business —
in right relationship
Since then, SWITCH has evolved into a complete ecosystem: skills for deep transformational coaching, business growth for professional coaches, and tech built to serve coaches rather than drown them.
These three pillars work in right relationship. Not competition.
Coaching craft is primary. It's the centre of gravity.
Systems exist to support that work — to protect your capacity to coach well.
Business development exists to sustain the work — to make it financially viable long-term.
When those three are in balance, you can build a robust practice without drifting away from what matters.
"I've never stopped working with non-coach clients. That proximity shapes everything I teach."
The credentials
Not to impress you. Just so you know who you're working with.
PCC Credential
Professional Certified Coach through the International Coaching Federation
10,000+ Hours
Over 20 years of coaching experience across individuals and organisations
ICF Mentor Coach
One of 7 registered ICF Mentor Coaches in New Zealand
Engineering Background
Systems thinking applied to human transformation
What's different here
Professional coaches deserve better than consultant playbooks.
SWITCH is built for the kind of coaching that actually transforms people — not the kind that sounds good in a sales funnel.
It integrates coaching craft, business clarity, and systems support so you don't have to choose between mastering your work, growing sustainably, and staying sane.
You need all three. That's what SWITCH delivers.
The engineering lens
Before coaching, I trained as an engineer.
Cause and effect mattered. Systems mattered. And ideas were only useful if they held up over time.
That way of thinking never left me. I can't teach frameworks that don't make sense under scrutiny. I won't recommend systems that create more work than they save.
In a profession that's often overcomplicated for profit, that clarity matters.
Private coaching work
I still work with a small number of private coaching clients.
This isn't advertised work. It's usually by personal invitation, for people whose situations require depth and discretion.
If you're interested in being considered for private coaching, get in touch. I can't promise availability, but I'm happy to have a conversation.
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