Coaching is a process that has a firm foundation in pedagogy (practice of teaching), supported by science, forged in experience, proven and tested in the competitive arena. Part of the process is maintaining a delicate balance between pedagogy, science, experience and ultimately the results in the competitive arena. Today my concern is that with a huge shift toward science and analytics we no longer have the necessary balance. Experience based practice must be coupled with evidence based practice to produce results. Science should serve the coach, not the other way around. The ultimate proof are results in competition achieved ethically through consistent training over time. The coach and coaching should always be the cornerstone of this process.