The aim of this paper is twofold. The first purpose is to report on participant coaches' perceptions of a theory-based coach education program (known as the CoDe program). The second purpose is to discuss how we, as coach educators, reflected on the initiation of the CoDe program. In evaluating the coach education program, semistructured interviews were conducted with eight rugby union coaches. Three themes emerged from the interviews: (a) thinking about athletes as learners, (b) focusing on the process of coaching, and (c) the value of talking with other coaches. Fullan's (1991a) notion of curriculum change frames our discussion of the participant coaches' evaluations and our reflections on the initiation of the CoDe program.