Collection: IQOS Coaches

IQOS has a force of over 8500 sales representatives worldwide, generally referred to as ‘IQOS Coaches.’ These coaches are flexible workers, operating both on their own and in small teams with the company stated goal of converting smokers into IQOS users. Job descriptions and conversations with coaches indicate that they have relative freedom in how they do so, paid per conversion after reaching their quota. It’s assumed that they’ll reach out into their local networks and contact smokers. But well beyond that, coaches often hold IQOS-related events to promote both brand awareness and loyalty.



Hosted events are especially common where IQOS Coaches are hired through third-party marketing agencies, as is often the case. These outsourced coaches are ambitious, sometimes engaging in coordinated public advertising. For instance, the IQOS Coach Team #belikeme ordered IQOS-themed letterman jackets. A series of Instagram photos show them sporting this college apparel out in public places. Another example would be how BTL Carlo, a recruitment agency for IQOS Coaches, hires college-age students to drive expensive IQOS-branded cars around.



Oftentimes, coachestry to make sales during the day and then go and host events at night. Many take place in bars and discos and and often are structured as parties. In addition, coaches staff branded IQOS parties such as the IQOS Zone x Cosmopolitan Party in 2017 (where they could be seen in trendy, beach-themed outfits).