{"id":3425,"date":"2025-12-03T11:00:00","date_gmt":"2025-12-03T09:00:00","guid":{"rendered":"https:\/\/thecoachingedgepodcast.com\/?p=3425"},"modified":"2025-12-03T14:47:43","modified_gmt":"2025-12-03T12:47:43","slug":"inside-the-rise-of-internal-coaching-how-rusty-tugman-built-a-coaching-culture-from-the-inside-out","status":"publish","type":"post","link":"https:\/\/thecoachingedgepodcast.com\/inside-the-rise-of-internal-coaching-how-rusty-tugman-built-a-coaching-culture-from-the-inside-out\/","title":{"rendered":"Inside the Rise of Internal Coaching: How Rusty Tugman Built a Coaching Culture from the Inside Out"},"content":{"rendered":"<!--presto-player:video_id=43--><figure class=\"wp-block-video presto-block-video  presto-provider-youtube\" style=\"--plyr-color-main: var(--presto-player-highlight-color, #00b3ff); --presto-player-logo-width: 150px; \">\n\t<presto-player 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13:43:49&quot;,&quot;deleted_at&quot;:&quot;&quot;}'\n\t\tbranding='{&quot;logo&quot;:&quot;&quot;,&quot;color&quot;:&quot;#00b3ff&quot;,&quot;logo_width&quot;:150,&quot;player_css&quot;:&quot;&quot;}'\n\t\tchapters='[]'\n\t\toverlays='[]'\n\t\ttracks='[]'\n\t\tblock-attributes='{&quot;playsInline&quot;:true,&quot;id&quot;:43,&quot;src&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=xslBpHN4J7Y&quot;,&quot;preset&quot;:1,&quot;video_id&quot;:&quot;xslBpHN4J7Y&quot;,&quot;title&quot;:&quot;The Coaching Edge Podcast - Rusty Tugman on Building an Internal Coaching Culture&quot;}'\n\t\tanalytics=''\n\t\tautomations\t\tprovider='youtube'\n\t\t\t\tid=\"presto-player-1\"\n\t\tsrc=\"\/\/www.youtube.com\/embed\/xslBpHN4J7Y?iv_load_policy=3&amp;modestbranding=1&amp;playinline=1&amp;showinfo=0&amp;rel=0&amp;enablejsapi=1\"\n\t\tmedia-title=\"The Coaching Edge Podcast - Rusty Tugman on Building an Internal Coaching Culture\"\n\t\tcss=\"\"\n\t\tclass=\"presto-video-id-43 presto-preset-id-1 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48z\"><\/path><\/svg><\/span><\/span><\/span><\/div>\n\n\n\n<div class=\"wp-block-uagb-social-share-child uagb-ss-repeater uagb-ss__wrapper uagb-block-e0006789\"><span class=\"uagb-ss__link\" data-href=\"https:\/\/www.linkedin.com\/shareArticle?url=\" tabindex=\"0\" role=\"button\" aria-label=\"linkedin\"><span class=\"uagb-ss__source-wrap\"><span class=\"uagb-ss__source-icon\"><svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 448 512\"><path d=\"M416 32H31.9C14.3 32 0 46.5 0 64.3v383.4C0 465.5 14.3 480 31.9 480H416c17.6 0 32-14.5 32-32.3V64.3c0-17.8-14.4-32.3-32-32.3zM135.4 416H69V202.2h66.5V416zm-33.2-243c-21.3 0-38.5-17.3-38.5-38.5S80.9 96 102.2 96c21.2 0 38.5 17.3 38.5 38.5 0 21.3-17.2 38.5-38.5 38.5zm282.1 243h-66.4V312c0-24.8-.5-56.7-34.5-56.7-34.6 0-39.9 27-39.9 54.9V416h-66.4V202.2h63.7v29.2h.9c8.9-16.8 30.6-34.5 62.9-34.5 67.2 0 79.7 44.3 79.7 101.9V416z\"><\/path><\/svg><\/span><\/span><\/span><\/div>\n\n\n\n<div class=\"wp-block-uagb-social-share-child 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class=\"uagb-ss__source-icon\"><svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 448 512\"><path d=\"M380.9 97.1C339 55.1 283.2 32 223.9 32c-122.4 0-222 99.6-222 222 0 39.1 10.2 77.3 29.6 111L0 480l117.7-30.9c32.4 17.7 68.9 27 106.1 27h.1c122.3 0 224.1-99.6 224.1-222 0-59.3-25.2-115-67.1-157zm-157 341.6c-33.2 0-65.7-8.9-94-25.7l-6.7-4-69.8 18.3L72 359.2l-4.4-7c-18.5-29.4-28.2-63.3-28.2-98.2 0-101.7 82.8-184.5 184.6-184.5 49.3 0 95.6 19.2 130.4 54.1 34.8 34.9 56.2 81.2 56.1 130.5 0 101.8-84.9 184.6-186.6 184.6zm101.2-138.2c-5.5-2.8-32.8-16.2-37.9-18-5.1-1.9-8.8-2.8-12.5 2.8-3.7 5.6-14.3 18-17.6 21.8-3.2 3.7-6.5 4.2-12 1.4-32.6-16.3-54-29.1-75.5-66-5.7-9.8 5.7-9.1 16.3-30.3 1.8-3.7 .9-6.9-.5-9.7-1.4-2.8-12.5-30.1-17.1-41.2-4.5-10.8-9.1-9.3-12.5-9.5-3.2-.2-6.9-.2-10.6-.2-3.7 0-9.7 1.4-14.8 6.9-5.1 5.6-19.4 19-19.4 46.3 0 27.3 19.9 53.7 22.6 57.4 2.8 3.7 39.1 59.7 94.8 83.8 35.2 15.2 49 16.5 66.6 13.9 10.7-1.6 32.8-13.4 37.4-26.4 4.6-13 4.6-24.1 3.2-26.4-1.3-2.5-5-3.9-10.5-6.6z\"><\/path><\/svg><\/span><\/span><\/span><\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">In this episode of <strong>The Coaching Edge Podcast<\/strong>, co-hosts Dr. Steve Jeffs and Erwin de Grave sit down with <strong>Rusty Tugman<\/strong>, leadership trainer, coach, and creator of the first internal coaching program in the history of Oklahoma state government. After 30 years in full-time ministry, Rusty transitioned into the role of leadership trainer and coach at the Oklahoma Department of Human Services (OKDHS), a 6,000+ employee government agency serving some of the state\u2019s most vulnerable citizens. What started as coaching a single employee organically grew\u2014through word of mouth\u2014into a robust internal coaching program offering executive, leadership, conflict, group, and team coaching.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Rusty explains the unique challenges and opportunities of <strong>internal coaching<\/strong> versus <strong>external coaching<\/strong>. As an internal coach, he is \u201cone of us\u201d inside the system, dealing with real power dynamics, conflicts of interest, and the reality that some clients technically have the authority to fire him. Yet that same embedded position gives him something external coaches rarely have: day-to-day visibility of behavior change, team dynamics, and cultural shifts in real time. He also shares how critical it is to position internal coaching away from discipline and \u201cfixing\u201d people, and instead as a positive, future-focused resource designed to unlock potential and support growth.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A major part of the conversation centers on how Rusty <strong>built and scaled an internal coaching program<\/strong>. He walks through four key pillars he used to design it:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Clear purpose<\/strong> \u2013 What problem does coaching solve, what value does it bring, and how does it support organizational goals?<\/li>\n\n\n\n<li><strong>Standards and structures<\/strong> \u2013 Using ICF competencies and ethics as quality anchors while allowing individual coaching style.<\/li>\n\n\n\n<li><strong>Measurement and impact<\/strong> \u2013 Demonstrating value, especially ROI and outcomes such as performance, engagement, and culture.<\/li>\n\n\n\n<li><strong>Delivery and consistency<\/strong> \u2013 Actually delivering results so coaching becomes a budget-worthy, permanent part of the business.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Unexpectedly, one of the strongest outcomes of the program has been <strong>employee well-being<\/strong>. Rusty shares that the most common feedback from coachees is not only about better performance, but about feeling supported, having a safe place to talk, and being able to process the emotional load of the work. For leaders\u2014especially senior leaders\u2014coaching becomes a rare space to think out loud, explore ideas without everything being taken as a directive, and confront their own self-doubt.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Rusty and the hosts also explore how internal coaches can coexist and partner with <strong>external coaches<\/strong>, aiming for alignment and consistency rather than competition. Ultimately, Rusty\u2019s vision is a true <strong>coaching culture<\/strong> at OKDHS, where coach-like leadership, thought partnership, and human-centered support are embedded throughout the organization\u2014not just reserved for the top of the org chart.<\/p>\n\n\n\n<div class=\"wp-block-media-text is-stacked-on-mobile\" style=\"grid-template-columns:24% auto\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"900\" src=\"https:\/\/thecoachingedgepodcast.com\/wp-content\/uploads\/2025\/10\/Rusty-Tugman-900x900-1.jpg\" alt=\"\" class=\"wp-image-3375 size-full\" srcset=\"https:\/\/thecoachingedgepodcast.com\/wp-content\/uploads\/2025\/10\/Rusty-Tugman-900x900-1.jpg 900w, https:\/\/thecoachingedgepodcast.com\/wp-content\/uploads\/2025\/10\/Rusty-Tugman-900x900-1-300x300.jpg 300w, https:\/\/thecoachingedgepodcast.com\/wp-content\/uploads\/2025\/10\/Rusty-Tugman-900x900-1-150x150.jpg 150w, https:\/\/thecoachingedgepodcast.com\/wp-content\/uploads\/2025\/10\/Rusty-Tugman-900x900-1-768x768.jpg 768w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"wp-block-paragraph\"><strong>Guest: Rusty Tugman<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-social-links has-visible-labels is-horizontal is-layout-flex wp-block-social-links-is-layout-flex\"><li class=\"wp-social-link wp-social-link-linkedin wp-block-social-link\"><a rel=\"noopener nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/rusty-tugman\/\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M19.7,3H4.3C3.582,3,3,3.582,3,4.3v15.4C3,20.418,3.582,21,4.3,21h15.4c0.718,0,1.3-0.582,1.3-1.3V4.3 C21,3.582,20.418,3,19.7,3z M8.339,18.338H5.667v-8.59h2.672V18.338z M7.004,8.574c-0.857,0-1.549-0.694-1.549-1.548 c0-0.855,0.691-1.548,1.549-1.548c0.854,0,1.547,0.694,1.547,1.548C8.551,7.881,7.858,8.574,7.004,8.574z M18.339,18.338h-2.669 v-4.177c0-0.996-0.017-2.278-1.387-2.278c-1.389,0-1.601,1.086-1.601,2.206v4.249h-2.667v-8.59h2.559v1.174h0.037 c0.356-0.675,1.227-1.387,2.526-1.387c2.703,0,3.203,1.779,3.203,4.092V18.338z\"><\/path><\/svg><span class=\"wp-block-social-link-label\">LinkedIn<\/span><\/a><\/li>\n\n<li class=\"wp-social-link wp-social-link-mail wp-block-social-link\"><a rel=\"noopener nofollow\" target=\"_blank\" href=\"https:\/\/rustytugman.com\/\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M19,5H5c-1.1,0-2,.9-2,2v10c0,1.1.9,2,2,2h14c1.1,0,2-.9,2-2V7c0-1.1-.9-2-2-2zm.5,12c0,.3-.2.5-.5.5H5c-.3,0-.5-.2-.5-.5V9.8l7.5,5.6,7.5-5.6V17zm0-9.1L12,13.6,4.5,7.9V7c0-.3.2-.5.5-.5h14c.3,0,.5.2.5.5v.9z\"><\/path><\/svg><span class=\"wp-block-social-link-label\">Helping Leaders Be Their Best<\/span><\/a><\/li><\/ul>\n<\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Share it with your friends and colleagues: In this episode of The Coaching Edge Podcast, co-hosts Dr. Steve Jeffs and Erwin de Grave sit down with Rusty Tugman, leadership trainer, coach, and creator of the first internal coaching program in the history of Oklahoma state government. After 30 years in full-time ministry, Rusty transitioned into [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3375,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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Coaching Edge Podcast","author_link":"https:\/\/thecoachingedgepodcast.com\/author\/tcep_admin\/"},"uagb_comment_info":9,"uagb_excerpt":"Share it with your friends and colleagues: In this episode of The Coaching Edge Podcast, co-hosts Dr. Steve Jeffs and Erwin de Grave sit down with Rusty Tugman, leadership trainer, coach, and creator of the first internal coaching program in the history of Oklahoma state government. 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