Within this paper we propose a need to better understand what is meant by a person-centred approach to coaching and in particular, to consider the intention that drives coach behaviours. Much of the extant coaching literature focuses on pedagogical models and theories of learning. Without detracting from this important body of work, we suggest that a holistic approach requires a greater focus on coaches’ inter- and intra-personal knowledge. In this paper, video stimulated recall was used to guide interviews with Alpine ski coaches, to explore their thought processes and intentions behind person-centred delivery. The findings suggest these coaches adopted other-centred intentions that are facilitated by an accurate self-assessment, a big picture perspective and a willingness to learn. Consequently, the concept of humility is proposed as a guiding principle for person-centred coaching, and a conceptual model is presented as a solution to the challenges we identify throughout the paper.