The survey for the 2012 ICF Global Coaching Study was launched online in June 2011, with all ICF member coaches receiving a personalized invitation and survey link. Multiple strategies were adopted to facilitate and to encourage the widest possible participation both by ICF and non-ICF coaches.
The efforts deployed to maximize participation in the study proved very successful. With 12,133 valid responses, the survey is extremely large in scale, providing a wealth of detailed information on the coaching profession. More than 7,700 ICF members responded to the survey, with an additional 4,400 from non-ICF members.
A total of 31 nations each received more than 100 survey returns; representing all the major world regions. This threshold of participation enabled these leading nations the opportunity to receive customized data appendices that included responses to most of the survey questions provided in this study.
As you will observe, coaching remains a female-dominated profession. However compared to the other regions, Asia and Latin America tend to have more male coaches. North America has the lowest percentage of male coaches.
Coaches remain highly educated with more than half (59%) having completed a third level degree (i.e. completed Master’s or Ph.D). This represents an increase from the 2007 Global Coaching Study; where 53% indicated that they possessed a third level degree.
Not only are coaches highly educated, but they are becoming even more experienced. Nearly half (49%) of the coaches who responded to the survey have at least five years of coaching experience. This is a slight increase from the 2007 Global Coaching study where 45% of the coaches surveyed had more than five years experience.
By and large, coaches worldwide predominantly view coaching as a profession (69%). However, the only significant variance appears in Asia, where 45% view coaching as profession. The remaining coaches from Asia view coaching as either a skill-set (40%) or an industry (15%).
More than three-quarters (78%) of coaches have received coach-specific training that was accredited/approved by a professional coaching organization. When examining membership affiliations, this accomplishment appears to be driven somewhat by ICF members (82%) compared to non-ICF members (70%). It is interesting to note that some coaches now also are choosing university based programs (7%) as a venue for providing their coach-specific training.
The vast majority of coaches (76%) feel that the marketplace expects them to have a certification/credential. In fact, more than one-third (35%) of all coaches indicated that they 'Strongly Agreed' with this sentiment. This is perhaps unsurprising when one examines the strong correlation to a piece of 2010 ICF industry research; where an overwhelming portion (84%) of general adult consumers who had been coached also agreed strongly with this statement.
(number of coaches) – Given that no accepted, globally inclusive list of coaches was available to use as a sampling frame for the survey, it was necessary on this study to estimate the number of coaches. This was done using a 'membership ratio method,' or by combining the known ICF membership numbers with the estimated memberships of other organizations as they were reported on the survey. Using this method, it was estimated that there are presently in the region of 47,500 professional coaches worldwide.(active coaches) – When asked about their current level of coaching activity, 87% of coaches responding to the survey indicated they had active clients at that time. This distinction was important because only active coaches were allowed to provide statistics on their annual revenues, fees per 1 hour session, hours worked, and number of clients.(total revenue) – Quite simply stated, the total revenue from coaching is derived by multiplying the number of active coaches by the average annual revenues they generate from coaching. Therefore, at this time, coaches are generating close to $2 billion (USD) in annual revenue/income. (average annual revenue) – That means that the typical coach who participated in this study is earning an average of $47,900 (USD) in revenue per year from coaching. It should be noted that these average revenues reflect all of the diversity that is known to exist within the coaching profession, such as: coaching experience, education, and training. We also know that many coaches supplement their earnings by offering other services within their professional practice – namely consulting (62%) and training (60%). Finally, when assessing what coaches earn, it would be useful to mention that a significant portion of coaches either barter their services (31%) or offer them to others on a pro bono basis (54%).
(average 1 hour session fees) – All active coaches were asked to quote their average fee for a 1 hour coaching session. As expected, several disparities emerged across global regions and varied according to things like coaching experience and client type (e.g. executives as opposed to personal clients). All factors considered, the global average fee for a 1 hour coaching session was $229 (USD).(average number of clients) – The study also determined that an active coach maintained an average of 10 clients at any given time. Again, some clear variations were detected across regional patterns and were influenced by the reported level of coaching experience.(average weekly hours working as coach) –The survey respondents reported that they worked as a coach, on average, for a total of 13 hours each week. In addition to the actual time they spend with their clients, we know that coaches also devote a portion of their time to activities such as session preparation, client maintenance, and their own professional development. Finally, this figure clearly needs to be viewed in the context of the various other professional services that coaches offer. In fact, we found that the typical coach offers about three (2.7) additional services within their practices. Among those cited most commonly were, once again, consulting (62%) and training (60%).
When asked about their experience over the 12 months prior to the study, respondents were more likely to report an increase-than a decrease- in terms of their fees, hours worked, number of clients and total revenues. Overall, the positive balance in the trend indicators clearly illustrates a profession that was able to exhibit growth throughout difficult economic times.
In general, the coaches who responded to the study view their prospects over the next 12 months in a positive light and are looking ahead with a sense of confidence. Again, the forecast is for increasing demand in their number of clients and sessions-leading to volume-driven growth opportunities with their annual coaching revenue.
In addition to increasing the overall volume of their coaching sessions, coaches employed a variety of other strategies to remain successful throughout the global economic downturn. Nearly half (47%) of all respondents indicated that they found ways to collaborate with other coaches. Others saw the value in attaining their coaching certifications (36%) or even rebranding their businesses (35%).
A slight majority of coaches (53%) believed that coaching should become regulated; while, nearly one in four (23%) coaches disagreed. The remaining coaches (24%) indicated that they were still unsure on the subject of regulation. Among those who believe coaching should be regulated, or who claimed to be unsure, the overwhelming majority (84%) of them felt that professional coaching associations were best placed to handle this responsibility.
Looking at this subject across the global regions, it appears that the proportion of coaches who favored regulation was significantly lower in North America (42%). However, this figure still was well in excess of those in North America who rejected the notion of regulation entirely (30%).
Every coach who responded to the survey was asked to glimpse towards the future and identify the biggest obstacle for coaching. More than two in five (43%) respondents viewed untrained individuals who called themselves coaches as the main obstacle for coaching. That was followed closely by the feeling that there was still marketplace confusion about the benefits of coaching (39%).
On the opposite end of the spectrum, the main opportunities were identified as an increased awareness of the benefits of coaching (36%) and the emergence of credible data on the ROI/ROE from coaching (28%).
1. 2012 ICF Global Coaching Study Dr. Ajay Nangalia PCC Director, ICF Global Board
2. Objectives for this Evening• View some data with respect to two filters: (not a debate on statistics )• What does this mean to me personally as a coach or potential coach?• As the ABC, what do we need to do to build the profession in Bangalore?
3. The Challenge• To conduct one of the most ambitious pieces of global industry research ever conducted on the field of professional coaching.• 9 languages• Mobile device compatibility• 6 month survey field time
4. The Outcome• 12,133 valid responses• 117 countries• All 50 U.S. states• Not one “zero return” day!
5. A total of 117 countries participated… 100+ returns (31 countries) 50-99 returns (7 countries) Fewer than 50 returns (79 countries)
6. Main findingsAbout You - The Coach
7. Regional breakdown by gender Coaching remains a female-dominated profession; however, there are more male 100 coaches coming through in Asia and Latin 90 America 80 70 75 68 60 66 63 63 50 59 53 47 40 41 37 30 37 34 32 20 25 10 0 Male Female North America Latin America and Caribbean Western Europe Eastern Europe Middle East and Africa AsiaBase: 12,091 Oceania
8. Level of formal education More than half of coaches have a third level qualification Primary level (completed prior Third level to university) (completed 9% Master’s or Ph.D) 59% 53% in 2007 Study Secondary level (completed Bachelors degree) 32%Base: 12,111
9. Coaching experience Coaches are becoming more experienced with almost one 40 in five coaches now having at least 10 years experience. 30 31 30 % 24 20 21 19 19 19 14 13 10 11 0 Less than 1 year 1 to 2 years 3 to 4 years 5 to 10 years More than 10Base: years2007 – 5,415 2007 20122012 – 12,090
10. “I view coaching as…..” Coaches predominantly view coaching as a profession 100 80 75 71 71 60 66 68 66 40 45 40 32 20 28 24 23 25 20 5 5 4 6 15 2 9 0 a profession a skill-set an industry North America Latin America and the Caribbean Western Europe Eastern Europe Middle East and Africa AsiaBase: 12,133 Oceania
11. Coach-specific training More than three quarters of coaches have received accredited / approved coach-specific training. I have received coach-specific training through a program that was ICF member- 82% 78 accredited/approved by a professional Non ICF – 70% coaching organization I have received coach-specific training through a program that was not 13 accredited/approved by a professional ICF member - 16% coaching organization Non ICF – 25% I have received coach-specific training (combined responses) 7 through a university based program I have not received any coach-specific 2 trainingBase: 12,113 0 20 40 60 80 100
12. The importance of being credentialed…. Three-quarters of coaches (76%) agree Slight differences between ICF and that the people and organizations who non-ICF members receive coaching expect their coaches to (77% and 73% be certified / credentialed agreement)“The people and In 2007, 52% of coaches agreed that “the peopleorganizations Neither / Nor we coach increasinglywho receive expect us to becoaching expect-2 -8 41 35 credentialed”their coaches to 14 In 2010, 84% of adult consumersbe certified/ who had experienced a coachingcredentialed” relationship felt that it was important for coaches to hold a credential. -20 0 20 40 60 80 100 Base: 12,104 Strongly disagree Somewhat disagree Somewhat agree Strongly agree
13. Main findingsThe Size of the Profession
14. Profile of the Profession – 3 Key Statistics• Total no. of coaches: 47,500 (Asia 3300) Among active coaches (87%)• Total revenue generated by coaching: $m 1,979 USD (Asia $ 95 million)• Average annual revenue generated by coaching:• $47,900 USD
15. Profile of the Profession – 3 Key Trends• Average fee for 1-hour coaching session: $229 USD (Asia $239)• Average number of clients currently coaching:10 (Asia 9)• Average hours per week working: 13• Proportion of clients paying for their own coaching 49% (Asia 49%) a coach: 13
16. Main findings Key Issues Facing the Profession - Past/FutureTrendsas a coach: 13
17. The biggest obstacle in the future… More than 40% of coaches believe the biggest obstacle for coaching over the next 12 months will be untrained individuals who call themselves coaches Untrained individuals who call themselves coaches 43 Marketplace confusion about the benefits of coaching 30 Coaching market saturation 9 Coaches under-pricing their services 5 Over regulation of coaching 3 Increased demand for services that compete with coaching 3 Other 7Base: 11,280 0 10 20 30 40 50
18. The biggest opportunity in the future…. Just over one third of coaches believe that increased awareness of the benefits of coaching is the biggest opportunity for the next 12 months Increased awareness of the benefits of coaching 36 Credible data on the Return on Investment 28 Improved general perception of coaching 14 In 2007, more than three quarters of Increased demand for coaching 11 coaches agreed that “the profession will Positive portrayal of coaching in the media 8 become more grounded in Return on Investment (RoI)…” Other 2Base: 11,300 0 10 20 30 40
19. In addition to coaching, which of the following services, if any, do/did you offer in your professional practice? (India)• Consulting 61.2%• Facilitating 59.0 %• Training 69.8%
20. To what extent do organizations who receive coaching expect their coaches to be certified/credentialed? (India)• Somewhat agree 39.3%• Strongly agree 40.0%
21. Which of the following coaching areas do you regard as your main area of coaching? (India)• Executive 32.1%• Leadership 27.9%• Business/Organizations 9.3%
22. Which are main areas of concern addressed in your coaching engagements? (India)• Self-esteem/confidence 26.2 %• Personal growth 44.7• Interpersonal Relns 41.1• Strategic Thinking/planning 31.2• Staff/team effectiveness 22.0
23. What is the average length of a typical coaching engagement? (India)• 4 to 6 months 62.5%
24. What is the main method you use to coach clients? (India)• Telephone 30.9 %• Face-to-face 63.6%
25. Some trends…(India)• Annual revenue/income change when compared to previous 12 months? – Increased 60.6%• Over next 12 months, expectation of number of clients to change? – Increase 90.4%• Next 12 months, average fee for 1 hour coaching to change? – Increase 60.6%
26. Biggest obstacle for coaching in next 12 months? (India)• Marketplace confusion about the benefits of coaching 50.4%• Untrained individuals who call themselves coaches 36.4%
27. Biggest opportunity for coaching in next 12 months? (India)• Increased awareness of the benefits of coaching 43.0%• Credible data on the Return on Investment (ROI), Return on Expectations (ROE) from coaching 24.2%
28. Objectives for this Evening• View some data with respect to two filters: (not a debate on statistics )• What does this mean to me personally as a coach or potential coach?• As the ABC, what do we need to do to build the profession in Bangalore?
29. Thank You! Dr. Ajay Nangalia PCCajaynangalia@globalcoachtrust.com Mobile: +91 9845012972 www.coachfederation.org/coachingstudy2012/ ICF Headquarters 2365 Harrodsburg Rd, Suite A325 Lexington, KY 40504 - USA +1.859.219.3580 firstname.lastname@example.org www.coachfederation.org