One of the main problems of reforming the process of training sports coaches, who will be the key to the restoration of the state and the final democratic changes of our society, is the formation of certain democratic values and corresponding personal qualities in them. Therefore, it is relevant to consider the issue of approaches to the formation of personal qualities in future coaches during the educational process in higher education institutions.
 The purpose of the study: to determine pedagogical approaches to the formation of personal qualities in future trainers during the educational process in institutions of higher education.
 Research methods: theoretical analysis and generalization of scientific and methodical literature, observation.
 The article presents the results of the research, which was conducted on the basis of the National Technical University "Kharkiv Polytechnic Institute". 30 students of the 4th year took part in it. Analysis of the literature and observation of the preparation of the specialty 017 "Physical culture and sport" made it possible to identify the need to find humanistically oriented developments to improve the educational process of training sports coaches, who, according to modern requirements, should be creative, free, purposeful individuals. It has been proven that ensuring the humanistic orientation of coaching activity requires a certain level of development of personal qualities from the future coach, among which the main ones are humanity, mercy, benevolence, kindness, cordiality, sensitivity, faith, respect and love for the child, freedom-loving, humanism, empathy, responsibility, tolerance, honesty, dignity, justice, principles, cheerfulness. It has been established that the following teaching methods are effective for the formation of humanistic qualities: the method of creative dialogue, professional trainings, social role-playing and business games, "brainstorming", analysis of practical situations, the method of the open tribune. All these methods are active and allow forming the personal qualities of students with an emphasis on humanistic orientation.