The current study investigated collegiate coaches’ reflective inquiry processes, and the subsequent development of emotional and personal resources, to facilitate their performance in demanding environments. Semi-structured interviews were conducted with National Collegiate Athletic Association Division II head coaches (n = 13) to explore their reflective processes. A reflexive thematic analysis generated two main themes and five subthemes consisting of strengths-based inquiry (studying optimal functioning, building a reflective environment, and establishing personal resources) and deficits-based inquiry (learning from challenging issues and ruminating on problems). Findings revealed how coaches used reflective questions to better understand their personal strengths and successful experiences of their respective programmes. Furthermore, by fostering coaches’ sense of gratitude and engagement in social support, strengths-based reflection can build personal resources to enable thriving in demanding situations. However, coaches were inclined towards deficits-based reflections that focused on eradicating performance problems. Although reflecting on errors was important to guide future action and improve performance, fixating on shortcomings could be detrimental to coach well-being. Findings can enhance coaches’ understanding of reflection to manage performance demands by developing personal resources through reflective questions, prompts, and conversations.