Coaching is increasingly being used in higher education as a mechanism to meet the individualized professional development needs of faculty. Faculty coaching has been associated with positive organizational and pedagogical outcomes. However, missing from the research is insight into why faculty choose to participate in coaching and how the coaching process addresses the faculty members' individual learning goals. To address these questions, an explanatory case study design was employed to focus on the bounded system of the coaching program within a Teaching and Learning Center of an online university. Data collection included faculty focus groups, responses to written, open-ended questionnaires from faculty coaches, and a review of the coaching registration database. An inductive analysis approach resulted in four themes, "Affirmation of Current Practices," "Expectations for the Coaching Experience," "Reciprocal Institutional Relationships," and "Teaching Support," and added to the body of knowledge about faculty coaching in online higher education.