This paper presents the results of a study into the nature of the relationship between in-house coaches and their clients based on three case studies of coach-client pairs using a phenomenological approach. Findings suggest that trust is of paramount importance and this enables both a level of psychological depth and challenge by the coach. Trust is created by both the person of the coach (specifically the level of empathy, listening, a non-judgemental attitude and congruence) and the person of the client (and specifically client readiness for change). These findings are discussed alongside research from the counselling field. Many similarities emerge. However, coaches and clients are found to share views on their relationship in contrast to counsellors and their clients.