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This study explores the transformation of math coach discourse through two professional development contexts: video coaching clubs and one-on-one coaching cycles. Focused on Griffin, a rural math coach participating in a multiyear NSF-funded project, the research examines how video-based coaching and the Content-Focused Coaching (CFC) framework support evidence-based reasoning and reflective practices. Using qualitative analysis of transcripts, video recordings, and coaching club discussions, the study highlights Griffin’s progression from direct solution-giving to facilitating collaborative, evidence-driven reflections on teaching and student outcomes. Findings underscore the role of video evidence and structured debriefing in fostering purposeful math discourse. This research offers a scalable model for professional development in resource-constrained contexts, contributing to the evolution of coaching practices and facilitation.