Log in
Join - it's free!

FAST Ethos

Defining the Gold Standard for Business Coaching in ASEAN

Our Strategic Focus

AFCSI was founded to meet a pivotal need in the dynamic ASEAN business landscape. The region’s focus on innovation and sustainable development demands a coaching standard that speaks the language of business and delivers measurable outcomes.

While global coaching bodies provide valuable foundations, a strategic gap exists for a framework explicitly designed for the ASEAN context—one that fuses rigorous business strategy with culturally intelligent coaching.

AFCSI fills this gap. We are not just another coaching association; we are a Standards Institute dedicated to codifying and governing a results-driven methodology. By integrating our proprietary FAST Framework, we are creating the definitive standard for coaching that directly drives business performance in ASEAN.

Our Vision & Mission

Our Vision
To be the gold standard for business coaching in the ASEAN region, fostering a new generation of leaders who drive sustainable growth, innovation, and enterprise-wide excellence in every organization they serve.

Our Mission
To set, uphold, and advance the definitive professional standards for business-integrated coaching. We equip coaches, leaders, and HR professionals with the proprietary FAST Framework, empowering them to translate insight into measurable action and build resilient, high-performance organizations.

Our Values

  • Results-Driven Integrity: We are accountable for the results we promise, acting with honesty and a primary duty to create measurable, positive value for our clients.

  • Strategic Partnership: We move beyond transactional relationships to build deep, high-trust partnerships, using honesty and mutual respect to co-create success.

  • Adaptive Excellence: We equip our coaches to be “hybrid practitioners”—able to adapt their approach as a coach, teacher, or mentor to provide what the client needs most.

  • Sustainable Empowerment: Our goal is to build lasting capability within the organizations we serve, teaching them to use the FAST Framework to create a culture of self-reliance.

Our Perspective

  • Coaching Must Drive Business Transformation: We believe professional coaching must move beyond conversation to become a direct catalyst for tangible business results, measured by its impact on critical organizational metrics.

  • Holistic Success is Built on Four Pillars: We believe all sustainable business success is driven by the mastery and integration of four essential pillars: Growth, Productivity, Profitability, and Culture.

  • Culture is the Ultimate Competitive Advantage: We believe culture is the core operating system that drives all results. A high-performance culture is the most defensible asset an organization can build.

  • The Best Learning is Applied Learning: We believe leadership development is most effective when integrated directly into real business projects to solve immediate, high-stakes challenges.

  • Clarity Precedes Mastery: We believe a rigorous, evidence-based diagnostic is the essential first step to developing a winning strategy and taking focused action.

The AFCSI Code of Professional & Ethical Conduct

AFCSI is founded on a dual commitment: to uphold the highest standards of professional integrity and to deliver tangible business transformation. Our Code is grounded in FAST Ethics, which assert that the ethical practice of business coaching includes a primary responsibility to create positive value across the Four Pillars.

Core Principles:

  • Responsibility to Clients: Members must establish clear, written agreements defining business objectives and success metrics and must maintain the strictest confidentiality.

  • Responsibility to Practice: It is an ethical requirement to use an evidence-based diagnostic process and to engage in mandatory, ongoing coaching supervision.

  • Responsibility to Professionalism: Members must be truthful in representing their AFCSI credentials and must proactively manage any conflicts of interest.

  • Responsibility to the ASEAN Business Community: Members will conduct their practice in a way that supports sustainable and inclusive growth within the region.

The AFCSI Core Competency Framework

An AFCSI coach requires a unique blend of skills: the relational abilities of a world-class coach and the analytical rigor of a seasoned business advisor. Our eight core competencies fuse these two domains.

  1. Demonstrates Business-Centric Ethics

  2. Embodies a FAST Mindset

  3. Establishes & Manages Outcome-Based Agreements

  4. Cultivates Systemic Trust and Safety

  5. Maintains Executive Presence

  6. Listens for Business Leverage Points

  7. Evokes Strategic Awareness

  8. Facilitates Measurable Growth

Our Governance & Commitment to Standards

To build market confidence and institutional authority, AFCSI is structured for governance.

  • Independent Regulation: An independent Standards and Regulation Board (SRB), composed of senior coaches and respected business leaders, oversees the development and enforcement of all AFCSI standards with impartiality.

  • Firm-Level Certification: Beyond individuals, AFCSI offers a prestigious “AFCSI Regulated Firm” status to organizations that demonstrate a systemic commitment to our standards.