AoEC appoints new global partner in Morocco

The AoEC is delighted to announce a new partnership with Salim Bahji of AB Coaching Institute, marking the launch of AoEC Morocco. Under this new agreement, Salim will deliver the popular two-day Coaching Skills Certificate, bringing AoEC’s professional coaching expertise to a dynamic and growing market.

Morocco is regarded as a gateway to Africa, has a stable economy and holds strategic importance in the region. Salim’s appointment ensures that AoEC will have a partner who truly understands the local dynamics, a crucial factor for success. This partnership aligns with AoEC’s commitment to building a robust global network and offering first class coaching programmes through international collaborations.

"We warmly welcome Salim to the AoEC’s international team," said John Leary-Joyce, founder and CEO of the AoEC. "His expertise and local knowledge will be invaluable as we continue to expand access to gold standard coach training across diverse regions. Salim's dedication to unlocking human potential aligns perfectly with the AoEC's mission to develop exceptional coaches who can empower individuals, teams and organisations to thrive."

Salim Bhaji commented: “This collaboration marks a significant step in advancing executive coaching and leadership development in Morocco. I recognise the immense potential of coaching in Morocco, particularly within multinational organisations investing in leadership development. This partnership will establish a premium executive coaching programme providing the growing coaching community in Morocco with access to world-class training and resources. It promises to be a powerful catalyst for positive change in the Moroccan business landscape.”

As an ACC-certified coach with his PCC under review, Salim has already made a significant impact, guiding hundreds of lawyers, entrepreneurs and leaders to navigate their own paths to success.

He brings a wealth of experience to this partnership, having served as a sales and marketing manager in multinational pharmaceutical companies such as Nestle, Sorin, and Alcon. His journey, marked by both personal and professional challenges, ignited a deep passion for unlocking human potential. Overcoming significant obstacles, including divorce and bankruptcy, Salim embarked on a profound self-development journey. This transformative experience led him to the world of coaching, where he now empowers individuals to break through self-limiting beliefs and achieve lasting change.

This new partnership complements AoEC’s long-standing collaboration with Career Connections in Kenya (AoEC East Africa), as part of AoEC’s commitment to fostering strong partnerships that support growth, professional development and enhanced collaboration worldwide.