Serving the professional coaching community

The San Diego Professional Coaches Alliance (SDPCA) , established in 1996, is the premier and longest-operating coaching Association in San Diego. We are a 501(c)6 non-profit member organization.

SDPCA accelerates professional coaching through leadership and innovation.
SDPCA empowers professional coaches to THRIVE by providing a collaborative community of experts and thought leaders.
SDPCA membership core values are to be and act with:
  • Member-focus
  • Collaborative
  • Inclusive
  • Professional integrity
  • Progressive
  • Passionate
  • Service-oriented
Members & Services

#SanDiegoCoaches includes: business coaches, career coaches, executive coaches, financial advisors, leadership coaches, life coaches, marketing coaching, management coaches, online business, performance and public speaking coaches, work-life balance, and many more. Coaching and consulting specialties include: ADHD, aging, DISC, Enneagram, health and wellness, money and finance, parenting, relationship advice, retirement, sales, social media, strategy, StrengthFinders, stress management, spiritual, team performance, technology, video, and women in transition, to name a few.

Members also include authors, consultants, facilitators, mentors, motivational speakers, trainers and presenters.

Unique services of these professionals also include: media production, performance coaching, singing, storytelling online, voice coaching and voice-over coaching.

Monthly Meetings

At our membership meetings you will enjoy a friendly, fun, inclusive, and innovative community of coaches and entrepreneurs. You will experience all levels of coaches where you will learn skills you can use immediately in your business. Immerse yourself in learning from guest speakers, subject matter experts and fellow members.

Meetings are held the second Monday of every month at DeVry University in Mission Valley, from 8:30am to 12 Noon, with post-meetings workshops from 12:30-2:30pm. These informative sessions, which may offer you CEU credits too, are highly engaging. Each event provides great opportunity to network and meet others in the coaching community

FIRST TIME GUESTS attend for FREE! Visit our Meetings page to see what's coming up.

Benefits from Membership!

Members enjoy abundant benefits, including attending all meetings and post-meeting workshops free of charge. Coach Level Members benefits from massive global exposure with a Coach Finder profile. For more about these benefits, visit our Join Us page.

SDPCA Board of Directors

Sheryl Roush - President


Originally invited to SDPCA as a guest speaker, five times, Sheryl Roush was then asked to join… so she did!  A member for nearly 20 years, her commitment to #SanDiegoCoaches remains as strong then as it does now. She served as President in 2005, then simultaneously served as Interim VP Marketing and VP Communications (2017).  Sheryl was elected President again in 2018, and for 2019.  Ideas over the years included designing and publishing the SDPCA Directory, with one of her watercolors used on the front cover, a silhouette of the Coronado Bridge. The spiral desk-copy booklet generated income for SDPCA while helping members refer and generate business. In 2018 the Board revitalized the association, crafted and passed the new governing documents (Bylaws and Code of Ethics), and approved the investment for our new state-of-the-art website with expansive Coach Finder, again, helping members refer and generate business. CEO of Sparkle Presentations, Inc., she is a speaker, trainer, coach and consultant, and combines her subject matter expertise of speaking (30+ years) and marketing (40 years) for those who want to expand into the business of public speaking or market their business and services using speaking. As President, she remains approachable and can be easily reached via email.

Email: [email protected]

More about Sheryl ...


Secretary Pro-Tem - Sheryl Roush

To read more about what is involved, please visit the Roles and Responsibilities of Board Positions in our member area.


Treasurer - Heidrun Ziche

In 2017 Heidrun was “The New Coach In Town” after she moved to San Diego from New York City.  Former president Elisabeth Fried invited her to join SDPCA and soon after Heidrun was elected Treasurer of the organization for 2018, and again for 2019. Heidrun is both a certified coach and has a dual degree in Law and Economics.  Her expertise blends leadership, client relationship matters, project management, process optimization, planning, time management, decision-making, as well as team leading and motivation In 2018 Heidrun was responsible for streamlining processes, improving financial and strategic planning, upgrading payment systems, and introducing new Bylaws and a Code of Ethics – in short, moving SDPCA to the next level in terms of professionalism, and making great improvements that are beneficial to all members. She stands for integrity, excellence in both financial and strategic planning, outstanding management, and growth. Her goal is to bring SDPCA to the next level regarding operations, benefits for members, and SDPCA’s positioning in the market.  

Heidrun helps Effective Leaders become TOP Leaders in their industries.  Imagine less stress, but higher productivity! Imagine lower cost, but higher quality work products! Imagine lower turnaround cost, but more loyal employees! Imagine you are not only effective, but TOP! Heidrun’s goal is for you to achieve all of yours! Her mission is to inspire executives and teams to be better than they thought possible.

Email: [email protected]

More about Heidrun ...


VP Communications - Tom Teague, PhD

Dr. Tom Teague was invited by Joni Wilson, VP Marketing, to come to an SDPCA meeting in April 2018. Shortly thereafter, Joni and President Sheryl Roush invited him to contribute his expertise to the July Member Marketing Mania meeting, as one of 7 SDPCA members presenting on marketing topics. When the Board found themselves needing someone to step into the VP Communications role in July, Joni nudged Tom to apply. Tom has been delighted to work with the SDPCA Board and is grateful to have the opportunity to contribute his online business technical and marketing expertise for SDPCA’s benefit.

In September, Tom proposed a major renovation of the SDPCA website to the Board. The proposal would not only save money for SDPCA but would transform the website into a full-featured online business platform. Tom presented the results of this work on the SDPCA website in the November 2018 membership meeting: How to Transform Your Website into an Online Business Platform.

As an online business architect and a Certified High Performance Coach™ Tom consults, coaches and trains fellow service-based entrepreneurs in designing, building and using online business platforms to increase their impact and their income.

Email: [email protected]

More about Tom …

VP Marketing - Joni Wilson

Joni Wilson is one of the world’s foremost Voice Experts and 4-Times Best Selling Author. Her books have sold worldwide and been translated in both Arabic and Korean. She is the creator of the 3-Dimensional Voice® Training System, THE cutting edge voice method that is life-changing to speakers, business professionals, and singers. Joni’s show-biz background and her ability to create voice-actors out of ordinary people keep her voice classes fun, informative and guaranteed to change your opinion of your own voice and it’s endless possibilities.

Joni keeps learning the latest Voice and Marketing techniques and is known as the “Go-to-Girl” when voices get in trouble. With today’s worldwide media outreach, a single person with an idea, a new book, a product to sell or a skill to share, can go from obscurity to viral in 48 hours. At no time in history has a “good voice” been more valuable than it is right now. Because of that . . . she has added Video and Recording Voice Training and Product Marketing to her classes at Voice Studio 54 on 54th Street in San Diego. 

Along with her one-on-one coaching, in her San Diego Voice Studio 54, Joni also offers personal Virtual Voice Coaching and Accent Reduction on Zoom or your phone.

Fun Fact: Joni’s first “Pro Gig” singing was an opening act for Elvis (The Real One!)

Email: [email protected]

More about Joni ...

VP Meetings - Laura Diaz, BCC

Laura was invited to SDPCA meeting by her coaching colleagues and instructors during the time she was training with Accomplishment Coach training in 2011-12.    Since that time, she has been attending most of the meetings and has found value in the speakers, the material that is offered and networking with SDPCA members.  During 2012, she was preparing to retire from State Civil Services after 34 years and she was going through a transitional period of leaving a routine job as a Team Manager with familiar faces and connections.  The year 2013 was her first year of freedom where she decided to start expanding her coaching business into the San Diego community.  It was until 2018, that she decided to join the SDPCA Board and applied to be a Member At Large.  Her decision came when her intuition responded to a call from the President at the November 2018 meeting that 2 vacancies were available.

Laura Diaz is a professionally trained life coach.  She is the founder of In Harmony Coaching, a company whose focus is to inspire and increase a woman’s self-confidence.  She helps women with career and life transition build their dreams, accelerate their results and create richer, more fulfilling lives.   She is a Board-Certified Coach. (BCC)

She is also a certified DreamBuilder™ Coach, and helps people discover their dreams, and navigate the gap between their old and new paradigms.

Email: [email protected]

More about Laura ...


VP Professional Development - Margo Garcia

Margo Garcia founded Great Leader Coaching to help good managers become great leaders.  She works with accomplished, committed people who are ready to become the leader they want to be; the leader their organization needs them to be.  She helps them build trust, grow their influence and increase their impact, both inside organizations and in the relationships that mean the most to them.  With experience coaching executive teams, senior/mid-level managers, and individuals, she is a sought-after to help professionals embrace their boldness, take action and achieve results they thought were beyond their grasp.

Margo has a BA in Psychology and an MBA from the University of Michigan.  Her 30+ year career in Organizational Development and corporate Human Resources allowed her to work with leaders in diverse organizations: large and small, decentralized, global, corporate and privately held..  She has custom-developed leadership programs for many of these organizations and is certified to teach many of the top leadership, performance, communication, accountability and change management programs and workshops.  She is an Accomplishment Coaching Certified Coach

If you want to create something big in your life; to take the next step toward creating a life of purpose, fulfillment and joy, Margo is the perfect partner to support you on your journey to look at the world through the lens of possibility and to live your life with intention.

Email: [email protected]

VP Membership - Janina Goldberg

New to town in March 2015 as a Life & Business Coach, Janina met Cindi Britton and was warmly invited to check out SDPCA. Janina took the long way around the variety of San Diego’s networking groups (simply put - took 4 years!) and finally decided to visit SDPCA in September 2018. Janina joined at her next visit in November 2018! Timing is everything! She raised her hand to be one of the speakers at the March Marathon – Pot of Gold Skill-Building Day bringing awareness to maximizing what’s on your calendar and sharing her Project Completion Grid.  And because of her presence, engagement and connection spirit, Janina was invited to fill the VP Membership position on the Board in May 2019.

Janina has been with her adventurous husband for over 30 years and together raised an amazing successful college-graduate son! You can imagine she understands change and transitions: jobs, employment, stages of life, traveling, living in not only different houses but also moving from coast to coast! She's experienced leaving a 23+ year successful corporate career, becoming an entrepreneur and adapting and embracing an empty-nest! While she doesn't have all the answers, she does know first-hand that mindset, intention, planning and grace are at the foundation of all change and staying open and curious through it all.

With strengths of Connectedness and Developer, Janina has been operating in her Zone of Genius her whole life in a variety of settings including 20+ years as Business Operations Support Manager at Pfizer and 7+ years as Mindset & Process Strategist and Accountability Coach. Janina easily identifies redundancies, gaps, efficiencies, streamlining for maximum ease in execution bringing a fresh perspective, which allows for planning and high productivity on a path of least resistance. Read more about Janina at http://www.janinagoldberg.com

Email: [email protected] 

Board Member At Large - Cindi Britton, Ed. D.

Cindi joined SDPCA following her Guiding Mindful Change training with Billie Francis in 2012. She has used her leadership skills continuously over the years and believes in the continued improvement and collaboration of the SDPCA. She was soon selected as VP Membership, and the following year Member at Large (Resource Library). She served as Member at Large in 2018 and then elected to serve in the same position in 2019. Over the years she has implemented and streamlined the meeting evaluation and Sponsorship processes, and implemented the use of a “Dashboard” that summaries the vital stats for the organization including membership, finances, meeting attendance, speaker evaluations, and newsletter circulation.

Dr. Cindi Britton specializes in both Life Coaching and ADHD coaching helping people through major life transitions such as facing divorce, changing careers or embarking upon retirement. Her ADHD coaching is an ongoing partnership that helps students and adults learn the Executive Functioning skills necessary to increase their school and life success. She has developed a unique coaching method to deliver positive results. She has a BA., MA Ed., Ed.D, is a Certified Guiding Mindful Change Coach, and is JST Trained in Coaching Children with ADHD, Executive Function, and Behavioral Challenges.

“Refocusing the Bright Creative Mind”

Email: [email protected]

More about Cindi ... 


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