Overview of the Certified Wellness Coach Profession

The Certified Wellness Coach (CWC) profession, launched in 2021 and developed through the Children and Youth Behavioral Health Initiative (CYBHI), creates a new entry pathway into California’s behavioral health field. With ongoing development and Medi‑Cal reimbursement beginning in 2025, CWCs deliver essential non‑clinical support that strengthens the physical, emotional, and mental well‑being of children and youth.

See how one school district integrated a CWC into its system:

What is a Certified Wellness Coach (CWC)?#

As part of Children and Youth Behavioral Health Initiative (CYBHI), the California Department of Health Care Access and Information (HCAI) was given funding to design and implement the Certified Wellness Coach (CWC) profession. This profession is a new, certified position to increase our state’s overall capacity to support the growing behavioral health needs of our youth. It is designed to help build a larger and more diverse and representative behavioral health workforce in California that has the training and supervision needed to engage directly with young people where they live, study and work.

Wellness Coaches offer non-clinical services that support youth behavioral health and well-being, such as wellness promotion and education, screening, care coordination, individual and group support, and crisis referral. The model supplements and supports existing behavioral health roles, fills gaps in the current behavioral health workforce, and creates a larger and more diverse workforce with whom youth can connect.

Why was the Certified Wellness Coach (CWC) program created?#

Children and youth have inadequate and inequitable access to the behavioral health care they need. The CWC program was developed to expand access to behavioral health careers for individuals at the undergraduate level, specifically those with an associate or bachelor’s degree who are ready to begin serving their communities. It reflects HCAI’s equity-centered approach by intentionally meeting students where they are and opening professional pathways for those who may not yet be positioned to pursue a graduate degree, but who are deeply committed to supporting children and youth.

Why is this program important for California’s behavioral health system?#

The CWC program is helping to build a more inclusive, accessible, and sustainable behavioral health workforce pipeline. By equipping students with early, hands-on experience, the program provides meaningful career entry points while strengthening the capacity of schools, community settings, and youth-serving systems to support children’s physical, emotional, and mental well-being.

To see how a Certified Wellness Coach has positively impacted a youth, watch the video below:

When did this profession get developed?#

As part of the Children and Youth Behavioral Health Initiative (CYBHI), HCAI received funding to design, develop, and implement the CWC workforce, with certification formally launching in early 2024.

HCAI recognizes that many schools, community organizations, and other employers have already created Wellness Coach-like roles and laid the groundwork for this profession. The CWC program builds on that foundation by formalizing the role through a statewide certification that sets clear competencies, standards, and expectations for those who support the well-being of children and youth.

Because this is the first time the role is being standardized and implemented statewide, program development is ongoing. HCAI is committed to transparency, collaboration, and continuous improvement throughout this process. We are working closely with colleges, universities, employers, and state agencies to learn from early implementation and to continue improving as we go.

Who manages this program? Does HCAI use any partners to support the project?#

Program Sponsor
HCAI is the primary sponsor and administrator of the CWC program. The HCAI team directs the policy and architecture of the program in close relationship with key program partners.

Marketing, Communication, and Community Engagement
In the effort to increase CWC program awareness on campuses and throughout the community, HCAI partners with a marketing and community engagement agency. Their partnership has played a key role in launching the statewide awareness and outreach campaign for the Certified Wellness Coach role and supports ongoing engagement throughout the state by:
• Sharing digital resources to introduce students to the CWC career path
• Staffing teams during orientation or start-of-term events
• Hosting virtual informational calls for individuals interested in learning more
• Participating in career fairs and related events

Education Program Administration
To support the development of HCAI-Designated Education Programs, HCAI partners with third-party administrators (TPAs).

With HCAI oversight, these TPAs develop and administer grants and support colleges and universities in completing their requirements to become HCAI-Designated Education Programs. Learn more about these programs.