I.C.E. Exchange Preview — Going Global: Strategic Pathways to International Certification Success

Expanding certifications globally presents unique challenges and tremendous growth opportunities. At the 2025 I.C.E. Exchange, Kelly Quinn (Holmes Corporation) will moderate an expert panel featuring Eric Brown (ASIS International), Kim Cohen (ISACA) and Pete Etchells, MSc, PMP (International Coaching Federation), who will share proven strategies for successful international certification expansion. Read this Q&A for insight into what to expect from this session.

I.C.E.: What inspired you to explore this topic, and why is it relevant now?

Kelly Quinn (KQ): My inspiration comes from witnessing firsthand how global expansion can transform association certification programs. Having spent more than 17 years helping associations break through international barriers, I've seen programs achieve remarkable growth. This topic is incredibly relevant right now because we're in the midst of unprecedented global opportunity. The global certification market size was estimated at USD 1.96 billion in 2024, set to expand to USD 3.24 billion by 2033, growing at a compound annual growth rate of 5.74% (Business Research Insights). But while the demand is exploding globally, many associations are missing this opportunity because they don't know where to start or how to navigate the complexity of international markets.

I.C.E.: What are one or two key takeaways you hope attendees leave with?

KQ: First, data-driven market selection is everything. Too many associations expand internationally based on gut feelings or where their staff and board members have connections. Our session will provide a practical framework for identifying markets with the highest potential return on investment using metrics such as market size, regulatory environment, competitive landscape, and local partnership opportunities. Second, localization goes far beyond translation. Success requires understanding cultural nuances in professional development, adapting to local industry needs, and building authentic relationships with regional training partners. We'll share specific strategies from organizations like ICF, ASIS International, and others who've mastered this balance between global consistency and local relevance.

I.C.E.: What’s a common misconception about this topic that you hope to challenge?

KQ: The biggest misconception is that going global means ‘going everywhere at once’ or that international expansion requires massive upfront investment and resources. I constantly hear association leaders say, ‘We're not big enough for international expansion’ or, ‘We need to be perfect domestically before we can think globally.’ That's simply not true. Some of the most successful international certification programs started small and strategic. The key is understanding that international expansion is not about replicating your domestic model worldwide; it's about creating scalable partnerships and adapting your value proposition to meet global needs.

I.C.E.: How do you hope your session influences future conversations or practices in the field?

KQ: I hope this session shifts the conversation from ‘Should we go global?’ to ‘How do we go global strategically?’ With globalization and cross-border collaboration breaking geographic barriers, associations will increasingly collaborate internationally, offering members opportunities to connect with peers worldwide and access global expertise. Our goal is to give attendees practical tools and frameworks they can use regardless of their association's size or current resources. I want them to leave thinking, ‘We can do this,’ instead of, ‘This is too complex for us.’ Longer-term, I hope this contributes to more associations viewing global expansion as a core strategic priority rather than a nice to have. When associations succeed internationally, it elevates entire industries and creates more opportunities for professionals worldwide. I also hope attendees will start thinking more systematically about partnerships as growth drivers. The most successful international expansions I've seen leverage local expertise and established relationships rather than trying to build everything from scratch. This session should inspire more strategic alliance-building within our industry.

Interested in the session? Register for I.C.E. Exchange today and make sure to mark your calendars for 4:30 p.m. MT on Tuesday, Nov. 18.