Global Coaching Survey 2008/2009                                                 |                       1




Frank Bress...
Global Coaching Survey 2008/2009                                                                                          ...
Global Coaching Survey 2008/2009                                                            |                       3




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Global Coaching Survey 2008/2009                                                             e x e C u t i v e   S u m m a...
Global Coaching Survey 2008/2009                                                           e x e C u t i v e   S u m m a R...
Global Coaching Survey 2008/2009                                                            e x e C u t i v e   S u m m a ...
Global Coaching Survey 2008/2009                                                                                       e x...
Global Coaching Survey 2008/2009                                                             e x e C u t i v e   S u m m a...
Global Coaching Survey 2008/2009                                                             e x e C u t i v e   S u m m a...
Global Coaching Survey 2008/2009                                                             e x e C u t i v e    S u m m ...
Global Coaching Survey 2008/2009                                                             e x e C u t i v e   S u m m a...
Global Coaching Survey 2008/2009                                                            e x e C u t i v e   S u m m a ...
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Global Coaching Survey 2008/2009                                     D e ta i l e D   ta b l e   o F   C o n t e n t S   |...
Global Coaching Survey 2008/2009                                        D e ta i l e D   ta b l e   o F   C o n t e n t S ...
Global Coaching Survey 2008/2009                                       D e ta i l e D   ta b l e   o F   C o n t e n t S  ...
Global Coaching Survey 2008/2009                                                                         t H e   p R o J e...
Global Coaching Survey 2008/2009                                                                            t H e   p R o ...
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A copy of a report about the results of a global coaching survey.

Globalcoachingsurvey09 Report

  1. 1. Global Coaching Survey 2008/2009 | 1 Frank Bresser Consulting Report G l o bal Coa c hi ng S ur vey 2008 /2009 The state of coaching across the globe: Results of the Global Coaching Survey 2008/2009 August 2009 | All rights reserved. © 2009 by Frank Bresser Consulting Full RepoRt Copyright FRank bReSSeR ConSultinG & aSSoCiateS exCellent CoaCHinG SolutionS www.frank-bresser-consulting.com
  2. 2. Global Coaching Survey 2008/2009 | 2 How to beSt appRoaCH tHiS RepoRt Qui C k ov eRv i ew If you want to get a quick overview on the state of coaching across the globe, just read the Executive Summary at the beginning. D e ta i le D R eaD i n G If you want to read the whole report, we suggest you skip the Executive Summary to avoid repetition of reading and read it at the end as a summary instead. S p e C i Fi C R eaD i n G If you want to look up specific data or other particular information in the report, first have a look at the short and detailed table of contents. The straightforward structure of the report facilitates easy reading and information finding. To give an example: All continent chapters are structured in exactly the same way: After giving an overview of key facts and figures, the main themes are addressed in more detail and illustrated by graphs and tables. Finally, the situation of coaching in the different regions of the continent is set out. D o not S k i p t H e SeCt i o n o n R eSeaR CH D eSiG n Whatever use of the results you make, do not skip the information on the research design (be it in the Executive Summary or in the main text). It enables you to assess the validity of the results properly. | All rights reserved. © 2009 by Frank Bresser Consulting Copyright FRank bReSSeR ConSultinG & aSSoCiateS exCellent CoaCHinG SolutionS www.frank-bresser-consulting.com
  3. 3. Global Coaching Survey 2008/2009 | 3 SHoRt table oF ContentS H o w to b e s t a p p ro a ch th is report 2 E x e c u ti v e S u mma ry 4 D e ta i l e d Tab le o f Co n tents 14 i . t he p roject 18 A. Purpose 18 B. Research design 18 C. The 162 covered countries 20 D. Further remarks 23 E. Report editions 24 F. Frank Bresser Consulting 24 i i . t he Re sult s 25 A. World overall 26 B. Situation in each continent 40 1. Africa 41 2. Asia 60 3. Australasia/Oceania 85 4. Europe 97 5. North America 128 | All rights reserved. 6. South America 146 i i i. li st of par t icipat ing organis at ions / people 164 © 2009 by Frank Bresser Consulting i v. Cl o si n g not e 167 v. Re p o rt edit ions 168 v i. a bo ut Frank bres s er Cons ult in g 170 Copyright FRank bReSSeR ConSultinG & aSSoCiateS exCellent CoaCHinG SolutionS www.frank-bresser-consulting.com
  4. 4. Global Coaching Survey 2008/2009 e x e C u t i v e S u m m a R y | 4 RepoRt: Executive Summary This summary gives an overview of the situation of coaching across the globe by presenting the key results of the Frank Bresser Consulting Global Coaching Survey 2008/2009. The project covered 162 countries and, for the first time, systematically examined the situation and de‑ velopment of coaching in the world overall, in each continent, region and country. The first part sets out the research purpose and design. Then, a summary of the most important results regarding the world overall and each continent (in alphabetical order) follows. The Executive Summary finishes with a closing note and information on where to get this report. The Project country and invite these to respond to our questionnaire. Where we couldn’t identify a coaching association in a coun- try, we searched for a suitable, leading coaching-related association (e.g. Human Resources), coaching provider, p uR p oS e consultancy, coaching expert or coaching-related university faculty with credibility in providing relevant information. The Global Coaching Survey 2008/2009 examined the current state and development of coaching in the world overall, in each continent, region and country. Frank Bresser Q ues t ionnaire des ign: Consulting conducted research in 162 countries (which The questionnaire included open and closed questions. account for almost 100% world population). Partly, questions were similar to each other to allow for cross-checking within the answers given by a participant. The questions generally allowed for interpretation by the R e S e a R CH D eSi G n participants in order to embrace maximum diversity of coaching practices and approaches, rather than putting The research topic and the general lack of statistics on participants in a pre-set box that might not fit. We were coaching (and of valid quantitative samples across the globe) eager to listen and learn, not prescribe or promote a cer- supported a qualitative - rather than quantitative - approach: tain way of doing things. The research team identified qualified organisations and Accordingly, we deliberately kept the questions broad people, who have a good overview of coaching in their coun- and did not define terms precisely or assume a specific | All rights reserved. try and the resources to gather further relevant information understanding of coaching. How questions were interpreted as needed, as the main sources of data. and answered provided insights into the understanding, practice and development of coaching in each country. P a r t i c i p a n t selection © 2009 by Frank Bresser Consulting a n d d a ta g e n eration par t icipant res pons es : It was the responsibility of each participating organisation to i de nti fyi n g par t icipant s : decide on the most appropriate approach/resources to gather First, we identified the existing national and international the required information. This ranged from local surveys and coaching associations around the world, as it is their remit board-meetings to market researches/analyses to the use of to gather relevant information on their local coaching mar- existing statistics. In fact, this survey actually triggered many kets. The second step was to identify a leading one in each local research initiatives on coaching across the globe. Copyright FRank bReSSeR ConSultinG & aSSoCiateS exCellent CoaCHinG SolutionS www.frank-bresser-consulting.com
  5. 5. Global Coaching Survey 2008/2009 e x e C u t i v e S u m m a R y | 5 However, it is important to highlight that in many cases Set t ing t he foundat ion: responses are rough estimates. Coaching is a young disci- The Global Coaching Survey will be conducted regularly pline, and exact figures are rarely available (e.g. as most from now on and is definitely an ongoing project. The countries have no requirement to register as a coach, it Global Coaching Survey 2008/2009 has now set the right is difficult to identify their number of coaches). So whilst foundation. In the next run, we will be able to build on and the survey can provide a good first idea of coaching around compare with these findings. the world, in each continent, region and country, it is far In this first run of the survey, there is a focus on profes- from being absolutely accurate. Where the results open up sional one-to-one business coaching. This was deliberately controversial discussions, this is welcome and in the spirit chosen as it is the most visible and well-known coaching of the survey. form so far in the corporate world and thus was a valid starting point. However, it is only the starting point. Next time, there will be much more coverage of other coaching va l i da ti o n a nd comparabilit y : forms (e.g. coaching leadership style, coaching culture, After receiving participants´ information, we reviewed this team coaching). data and checked it for internal and external consistency, relevance, clarity and validity. As appropriate, we made fur- ther enquiries of participants to gather further information Addi ti onal l y re s e arc he d c ountr i e s and clarification. This stage of dialogue and discussion was a very valuable part of the whole process producing further It was our initial ambition to find suitable participants in highly interesting insights and giving much more background every country, and we actually identified qualified partici- information. Another final review and editing stage followed, pants in most countries (covering 88% of the world popu- and only then did we take the answers as accepted country lation). All countries with a visible coaching industry have information. participated. However, research was very difficult in a num- Only at this stage, did we work towards making sense ber of countries where coaching wasn’t yet developed. Here, of the data and align them for optimal consistency and we were successful in a great number of cases, but not all. comparability (inductive approach). The point is: in order With regard to these latter cases, where the following pos- to avoid comparing apples with oranges, you first need sible research activities found nothing tangible, we decided to know what kind of fruits there are and be able to to stop and share our own findings on the basis of these recognize them. activities instead: A n n o u n c e m e n t f o r 2 0 10 : tHe Global buSineSS GuiDe for the successful use of | All rights reserved. CoaCHinG in oRGaniSationS THE GLOBAL by Frank bresser BUSINESS GUIDE for the successful use of Download available at: COACHING IN © 2009 by Frank Bresser Consulting www.frank-bresser-consulting.com ORGANISATIONS Including… • The 7 leading-edge Frank Bresser Consulting by Fra n k Bre s s e r frameworks for the successful implementation and improvement of coaching in business • Case studies from all over the world Copyright FRank bReSSeR ConSultinG & aSSoCiateS exCellent CoaCHinG SolutionS www.frank-bresser-consulting.com
  6. 6. Global Coaching Survey 2008/2009 e x e C u t i v e S u m m a R y | 6 • Extensive online research on coaching in the country Furthe r re m arks • Conversations with people in the country • Conversations with participants from neighbour countries It is the first time that coaching associations from all over • Researching memberships of people/organisations from the the world were identified, contacted and successfully country in international coaching associations (or related brought together in a big project like this. The list of parti- associations) cipating organisations and people alone is worth reading. • Contacting local institutions for further information, e.g. Remarkably, just two of all participants mentioned the Chambers of Commerce, international representations financial crisis in their answers - and this only marginally. in countries, UNDP (United Nations Development Therefore, when the answers were generated (2008 and early Programme, the UN’s global development network) 2009), the financial crisis hadn’t already hit the coaching • Making use of other networks market in a significant way. This makes the Global Coaching Survey 2008/2009 particularly important and valuable: It is We acknowledge that it remains possible that there are not just the snapshot of very exceptional circumstances. It coaching providers and communities in these countries reflects and documents the state and (longer term) develop- we haven’t yet discovered. This may be especially true, ment of coaching right up to the point before any potential where organisations/people don’t have internet access, are volatility in the coaching market due to the global crisis very locally organized and/or are operating and presenting occurred. themselves in a rarely known language. However, we have assumed that if there was a strong, growing coaching industry in the country, we would have been able to discover it in the given time. As a result we can only give a very rough estimate/impression of the lack The Results of coaching in these countries. It remains our aim to get participants from all countries in future runs of the survey. In fact, the survey is work in pro- We will first look at the situation of coaching in the world gress, and we are happy to include anyone knowledgeable overall and then go into detail for each continent (in alpha- about coaching in these countries in the future. betical order). F r a n k B r e s s e r C o n s u l t i n g Frank bresser is the global business expert for the successful implementation and improvement of coaching. | All rights reserved. Supported by his worldwide team of Frank bresser, m.b.a. Mobile +49 (0)1 79 - 4 33 88 76 assistant consultants, he advises companies Email: frankbresser@bresser-consulting.com on the effective use of coaching. © 2009 by Frank Bresser Consulting Frank bresser Consulting office: His expertise is used and put in practice Tel. +49 (0)2 21 - 5 70 86 42 Email: info@bresser-consulting.com successfully in organisations across the Fax +49 (0)2 21 - 5 70 86 43 globe and has set international standards Postal address: in the implementation and improvement Ehrenfeldguertel 151, 50823 Cologne, Germany of coaching. www.frank-bresser-consulting.com Copyright FRank bReSSeR ConSultinG & aSSoCiateS exCellent CoaCHinG SolutionS www.frank-bresser-consulting.com
  7. 7. Global Coaching Survey 2008/2009 e x e C u t i v e S u m m a R y | 7 Europe North America 18000+ 12300+ (only EU: ca. 17200+) (only Can/US: 11600+) about 40% about 30% (41,4%) (28,3%+) (only EU: 39,5%) (only Can-US: 26,7%) 12% 8% (only EU: 7,4%) Asia (only Can+US: 5%) 1 : 45.000 4300 – 4700 1 : 43.000 max (only EU: 1 : 29.000) about 10% (only Can/US: (10,3%) 1 : 29.000) 59% 1 : 900.000 Africa Africa 2000 – 2500 about 5% (5,2%) South America 14,5% Australasia 2200 – 2300 1 : 400.000 – 4300 about 5% 500.000 about 10% (5,2%) (9,9%) 6% 0,5% 1 : 170.000 1 : 7.500 woRlD oveRall Number of coaches 43000 – 44000 minimum (rough final estimate: 45.000 – 50.000) Percentage of 100% coaches worldwide Percentage of world 100% population Density of coaches 1 : 154.000 max (1 Coach per number of inhabitants) wo R lD ov eR al l • Coaching is already widely accepted and used as a business tool in 28 countries (of these 14 are European). There are about 43,000-44,000 business coaches minimum However, in 114 countries (about 70% of all countries), operating in the world. it is not. In another 20 countries, this is undecided. Coaching is definitely a global phenomenon; the top 10 countries with the highest numbers of coaches include an • In 33 countries, coaching is in the growth phase (7 of Asian, an African and a South American country (Japan, these in early stages of growth). In a further 50 countries South Africa, Brazil). However, there remain extreme diffe- coaching has entered the introduction phase (5 of these rences in the development and size of coaching markets being in between pre-introduction and introduction). In the depending on each continent and country. remaining 77 countries (nearly 50%), business coaching Europe, North America and Australia – representing just hasn’t yet visibly developed. In two countries (Norway 20% of the world population - comprise 80% of all business and the Netherlands), coaching has already entered the coaches of the world. More than two thirds of all coaches maturity phase. | All rights reserved. are based in the European Union, USA and Canada which represent just 13% of the world population. • In 27 countries from all continents, business coaching is Specifically: The 7 countries with the highest numbers of well advanced towards becoming a profession (15 from Eu- coaches (US, UK, Germany, Australia, Japan, Canada, South rope). However, in 125 countries, i.e. in nearly four fifths of all countries, it is not. In 10 countries, this is undecided. © 2009 by Frank Bresser Consulting Africa) comprise only 10% of the world population, but about 73% of all coaches. Coaching is on the rise across the globe and there are • National and international coaching associations exist in singular, highly developed and dynamic “centres” of Northern America, Europe, and Australasia. There are also coaching. But comprehensive area-wide coverage of some in South America, but few in Asia and even less coaching is far from a reality. This is true for all continents. in Africa. In nearly half of the 162 countries, there is no single member of any national or international coaching This can be further illustrated by the following findings: body in the country. Copyright FRank bReSSeR ConSultinG & aSSoCiateS exCellent CoaCHinG SolutionS www.frank-bresser-consulting.com
  8. 8. Global Coaching Survey 2008/2009 e x e C u t i v e S u m m a R y | 8 • The concept of coaching cultures is quite well known in • The use of coach supervision is widely spread in 23 coun- 19 countries. In a further 29 countries there is slight tries (around 15% of all countries). knowledge and use of it. However, in 111 countries, the concept is hardly or not known at all. Generally speaking, there is no dominant picture of coaching yet and diversity prevails. There is not the African, Asian, Aus- • There is an overall balance of directive and non-directive tralasian, European, North American or South American ap- coaching approaches in the world. The predominant proach. But you need to look into each continent to find out coaching style is directive in 28 countries, non-directive more. in 24 countries. In 110 countries, this is undecided. F r a n k B r e s s e r C o n s u l t i n g S e m i n a r s Reserve your place in one of the 3-day seminars with Frank bresser: How to SuCCeSSFully uSe CoaCHinG in buSineSS the 7 leading-edge Frank bresser Consulting frameworks for the successful implementation and improvement of coaching target Group: Directors/Managers (HR, OD, L&D) /CEOs /Board members responsible for the implementation / improvement of coaching in organisations. we explicitly welcome participants from across the globe. The seminar language is English. Düsseldorf Cologne Content: Frankfurt Learn how to make best use of coaching in your company. • The 7 leading-edge Frank Bresser Consulting frame- works for the successful implementation and improvement of coaching | All rights reserved. • Practical illustrations through various case studies • Knowledge sharing and reflection space • Application of the frameworks in different organisational and cultural contexts © 2009 by Frank Bresser Consulting venue: Within very easy reach by train/bus/car of Cologne/Bonn Airport (also of Düsseldorf Airport and Frankfurt Airport) Dates for 2010: Registration: 21 - 23 april 2010 You find the registration form and more information at: 14 - 16 July 2010 www.frank-bresser-consulting.com/seminars.html 27 - 29 october 2010 Copyright 26 - 28 January 2011 FRank bReSSeR ConSultinG & aSSoCiateS exCellent CoaCHinG SolutionS www.frank-bresser-consulting.com
  9. 9. Global Coaching Survey 2008/2009 e x e C u t i v e S u m m a R y | 9 a F Ri Ca coaching, if it exists at all. You rarely find specifically African coaching approaches on the continent at this early There are about 2,000-2,500 business coaches operating in stage. General issues are the need for better education Africa. of clients and the challenge to overcome existing cultural South Africa – with about 5% of the African population – barriers. has around 1600 business coaches comprising about 70% of the total. Approximately 12% of African coaches (260) • Geographically speaking there are huge gaps: coaching are based in Egypt, Kenya and Morocco, so the other 44 features in Northern Africa and in South Africa plus African countries have the remaining 18% of business Botswana and in Kenya and Uganda in the East and coaches on the continent. Nigeria and Gabon in the West, but the rest of the con- The density of coaches in Africa is 1 coach per 400,000- tinent is still undiscovered in terms of coaching. 500,000 inhabitants (without South Africa it would be 1 coach per 1-2.3 million inhabitants). • The use of coach supervision is widely spread in 4 coun- In Africa, coaching is still in its infancy. The following tries. Remarkably, these have a rather “small” coaching findings illustrate this further: industry (10-60 business coaches). In contrast, in South Africa with about 1600 coaches, supervision is not widely • Only in Morocco is coaching already widely accepted and used. used as a business tool. In three other countries (South Africa, Egypt, Libya,) this is undecided. • There is a strong directive dimension to coaching in Africa. In 6 countries a directive coaching approach prevails and • In two countries (Morocco and South Africa) coaching a non-directive approach predominates in no single coun- is already in the growth phase, and in another 9 coun- try. Also, where it is undecided, it is mainly because there tries it is in the introduction phase. In the remaining 36 is simply no coaching industry yet. In nearly all countries, countries, however, business coaching hasn’t yet visibly it is an issue that clients expect to get advice and direc- developed. tion from (potential) coaches. • In Morocco and South Africa, one-to-one business coach- ing is already well advanced towards becoming a pro- fession. In all other 46 countries, it is not. No country is undecided. aSia • National coaching associations have successfully deve- There are about 4,300-4,700 business coaches operating loped in Morocco and South Africa. Emerging coaching in Asia. communities may also be found in Uganda and Nigeria. Japan und South Korea – with about 4% of the Asian However, the overall situation with regard to professional population – have around 2,500 business coaches com- coaching bodies in Africa (national or international ones) prising about 55% of all Asian coaches. Another 10% of | All rights reserved. is very poor. coaches are based in the region of Singapore, Malaysia and the Philippines. • The coaching culture concept is almost unknown in Africa. The density of coaches is 1 coach per 900,000 inhabit- Only in South Africa, and here above all in the context of ants in Asia (without Japan it would be 1 coach per 1.4-1.6 © 2009 by Frank Bresser Consulting multinational companies rather than in local companies, is million inhabitants). it mentioned. In general, Eastern and South-eastern Asia may be regarded as the two largest and most dynamic coaching • There are few local coaching initiatives in Africa yet (only regions. There are major coaching activities in only a few in Morocco, South Africa and partly in Uganda, Nigeria other countries (e.g. United Arab Emirates, Israel, India). and Egypt) which define and develop coaching specifi- Apart from these, however, coaching is still in its infancy cally for their country or region. Coaching is more driven (if at all) in Asia. and determined by multinational clients and international The following findings illustrate this further: Copyright FRank bReSSeR ConSultinG & aSSoCiateS exCellent CoaCHinG SolutionS www.frank-bresser-consulting.com
  10. 10. Global Coaching Survey 2008/2009 e x e C u t i v e S u m m a R y | 10 • In Japan, Malaysia, Singapore and South Korea, coach- you rarely find specific Asian coaching forms and ap- ing is widely accepted and used as a business tool. In 32 proaches. So while local initiatives increasingly take place countries (about 75%), it is not. In another six countries in Asia, these still remain rather limited. this is undecided (India, United Arab Emirates, Israel, Philippines, Lebanon, Bahrain). • In Japan and South Korea, one-to-one business coaching auS tRala Sia is well advanced towards a profession. In 37 countries, it is not. Only in 3 countries, this is undecided. There is There are about 4,300 business coaches operating in Aus- a tendency in Asia to see and develop coaching more as tralasia, of which around 4,000 are based in Australia and a service rather than as a profession. 300 in New Zealand (in Papua New Guinea, the estimate is up to 10). • In 5 countries (Japan, Singapore, South Korea, United Australasia is the continent with the highest density of Arab Emirates and the Philippines) coaching is in the coaches (1 coach per 7,500 inhabitants). Although it only growth phase, in another 17 countries it is in the intro- represents 0.5 % of the world population, about 10% of all duction phase. In the remaining 20 countries, however, business coaches across the globe are based here. business coaching hasn’t yet visibly developed - no There is a clear divide between Australia and New Zea- coaching industry could be identified. land on the one hand, where coaching is in the growth phase, widely accepted and used as a business tool and • There is no prevailing coaching style in Asia. However, well advanced towards becoming a profession and Papua there is a slight slant towards directive coaching: New Guinea on the other hand, where it is still in the pre- 13 countries claim directive as the dominant style (in introduction phase. Bangladesh and Pakistan coaching is highly directive), Australia has the highest density of coaches in the world whereas 6 countries claim non-directive coaching as the (1:5,300); New Zealand has the fifth highest (1:14,300). predominant style. In 23 countries, this is undecided. Accreditation, codes of ethics and professional coaching So there is not the Asian approach. Depending on each bodies are highly developed in Australia in particular. country, there are many different local characteristics and A directive and straight-forward style of coaching is ge- preferences in the way coaching is understood and delivered. nerally preferred and common practice in both countries. Supervision is not currently widespread in Australasia, • In three countries (Japan, Philippines, Malaysia), the however it is increasingly gaining momentum in Australia coaching culture concept is already well known and used. and New Zealand. In another five countries (China, India, Israel, Saudi-Ara- In New Zealand, the coaching culture concept is well bia, United Arab Emirates) this is partially the case. known and widely used, in Australia this is also the case, but less strongly. • International coaching associations are quite active in Asia and contribute to the development of coaching there. At | All rights reserved. the same time, a number of local coaching initiatives have already emerged in Asia and have started to define and develop coaching specifically for the respective region or eu R ope country. National or regional coaching bodies partly exist or are starting to emerge and be formalized. Also a first There are about 18,000 business coaches operating in © 2009 by Frank Bresser Consulting international (i.e. Asia Pacific) coaching association in the Europe. It is therefore the continent with the highest number region has been set up. So coaching is clearly on the rise of coaches. and in the process of becoming more mature in Asia in However, this is not evenly distributed; UK and Germany terms of quality and infrastructure. (nearly 20% of the European population) comprise around 70% of all business coaches on the continent. In contrast, • However, coaching is still mainly driven and determined by only about 5% of all coaches are based in the area of the multinational clients or international coaching. As a result, former communist countries (40% of the population). Copyright FRank bReSSeR ConSultinG & aSSoCiateS exCellent CoaCHinG SolutionS www.frank-bresser-consulting.com
  11. 11. Global Coaching Survey 2008/2009 e x e C u t i v e S u m m a R y | 11 The density of coaches in Europe is 1 coach per prevails (Greece, Ireland, Latvia, Portugal), non-directive 45,000 inhabitants (without Germany and UK it would coaching predominates in 12 countries. However, in most be 1:120,000). The density in the European Union is countries (25), this is undecided. 1:29,000 (which is the same as the density of coaches in USA plus Canada. • The use of coach supervision is widely spread in one The nature of coaching in Europe is generally characterized fourth of the European countries (10), in 17 it is not. In by a great diversity of coaching styles, practices and develop- 14 this is undecided. ment degrees; probably due to the existing multiplicity of cultures and countries on the continent. Another significant • The concept of coaching cultures is quite well known element of coaching in Europe is the high degree of interna- and widely used in 10 countries; in another 10 countries tionalisation and continuous convergence in the field. coaching cultures are known. In 21 countries, however, the Generally speaking, there is a West-East and a slight coaching culture concept is hardly or not known at all. North-South divide in the development of coaching. The An- glo region, the Founder Countries of the European Commu- nity and Scandinavia, have well developed coaching indus- tries. This is less true for the Mediterranean region, and even less the case for the former communist area. Within each n o RtH ameR iCa of these regions, however, the practice and development of coaching may differ enormously. There are at least 12,300 business coaches operating in Coaching may be far advanced in Europe, but there also North America. remains a lot to be done. This is illustrated further by the USA and Canada comprise around 11,600 business coach- following findings: es, Mexico another 600. So in all Central America and the Caribbean, there are only 100 to 150 business coaches. • In 14 countries (all Western/ Northern Europe), coaching USA, accommodating about 10,000 business coaches is widely accepted and used as a business tool. However, (minimum), is the country with the highest number of coach- in 22 countries it is not. In 5 countries this question is es in the world in terms of absolute coach figures. Canada is undecided. the 6th (with at least 1,600 coaches). The density of coaches on the whole continent is 1 coach • In 15 countries (mainly Western/Northern Europe), profes- per 43,000 inhabitants. In Northern America (USA and sional one-to-one coaching is far advanced towards becom- Canada) it is 1:29,000 (which is the same as the European ing a profession. However, in 21 countries it is not. In 5 Union). cases this is undecided. There is an extreme North-South divide in the development of coaching within North America. USA and Canada have • In 16 countries, business coaching is already in the highly advanced coaching industries, whereas the whole of growth phase, in another 15 countries it is in the introduc- Central America is in the pre-introduction phase, and in the tion phase. In 2 countries, coaching has already entered Caribbean few coaches are operating. Coaching in Mexico is | All rights reserved. the maturity phase. However, in 8 countries, coaching is located somewhere in between the two poles. still in the pre-introduction phase. The following findings illustrate this further: • Plenty of national as well as international coaching as- • In USA, Canada, Mexico and Puerto Rico (which is a coun- © 2009 by Frank Bresser Consulting sociations exist across Europe. In some countries there are try associated with the USA) coaching is widely accepted even several (e.g. Germany: about 20 major ones). So the and used as a business tool. In all the other 12 countries, infrastructure in terms of coaching bodies is well advanced it is not. No country reports undecided. in Europe. However this is less the case in Eastern and Southern Europe. • In Canada, USA and Mexico, coaching is in the growth phase. In 10 countries (including also all Central America) • There is a slight slant towards non-directive coaching in it is still in the pre-introduction phase (no coaching indus- Europe. While in 4 countries a directive coaching approach try could be identified). In three other countries (Puerto Copyright FRank bReSSeR ConSultinG & aSSoCiateS exCellent CoaCHinG SolutionS www.frank-bresser-consulting.com
  12. 12. Global Coaching Survey 2008/2009 e x e C u t i v e S u m m a R y | 12 Rico, Dominican Republic and partly in Jamaica) coach- Comparing this with other regions of the world, the number ing has entered the introduction phase. is quite low, in particular given the overall high development of coaching on the continent. • In USA, Canada and Puerto Rico coaching is well ad- The density of coaches in South America is 1 coach per vanced towards becoming a profession. In all others, it 170,000 inhabitants. Interestingly, while Brazil is the coun- is clearly not, not even in Mexico. try with the highest number of business coaches at 1,000, due to its large population its density of coaches is lower • There are well-developed professional coaching associa- (1:195,000) than the continent average. The highest density tions in USA and Canada, but coaching bodies are absent of coaches on the continent is in Columbia at 1 coach per in Central America and the Caribbean. Mexico is in between: 88,000 inhabitants. coaching associations are already emerging, but these South America is generally quite advanced in the develop- haven’t yet been able to establish professional standards ment of coaching which is illustrated by the following findings: successfully in the market and take coaching as a profes- sion to the next level in the country. • In Argentina, Colombia and Peru, coaching is already widely accepted and used as a business tool. In another • The coaching culture concept is well known and used in 6 countries, this is undecided. In 3 (comparatively small) USA. This is partly true in Canada and Puerto Rico. How- countries coaching is not much used. ever, in Mexico, the concept is only slightly used. In the remaining 11 countries, it is not known (at all). • In 5 of the 12 countries - Argentina, Brazil, Colombia, Peru and Chile - coaching is in the growth phase. In • There is no prevailing coaching style in North America, the another 5 it is in the introduction phase. In 2 countries, whole range from directive to non-directive coaching can business coaching hasn’t yet visibly developed. be found. Interestingly, coaching in USA and Mexico is mostly non-directive, whereas it is undecided in Canada. • In Argentina, Chile and Peru, coaching is well advanced Depending on each country, there may be many different towards a profession. In 7 countries it is not. In two this local characteristics and preferences in the way coaching is undecided. is understood and delivered. • A characteristic of coaching in South America is the high • A typical coaching feature in both USA and Canada is a number of countries having a national coaching association high emphasis on the (self-directed) role of the individual. (e.g. Argentina, Brazil, Chile, Peru). This suggests that Additionally a lot of remote coaching (usually by telephone) coaching bodies are actively shaping the development and as opposed to face-to-face coaching is taking place in the understanding of coaching in a more local way. Internatio- north. nal coaching associations are also present on the continent. • In Central America, while 1:1 coaching is indeed in its • The South American coaching approach doesn’t exist. infancy, in Honduras and Costa Rica coaching is emerging Depending on each country, there are many different local | All rights reserved. as a tool of group facilitation (group coaching) in multina- characteristics and preferences in the way coaching is tional organisations. understood and delivered. Coaching is not predominantly directive on the continent; on the contrary, there is a slight • The use of coach supervision is widely spread only in USA, slant towards non-directive coaching. © 2009 by Frank Bresser Consulting not for example in Canada and Mexico. • Despite coaching being already quite advanced in a num- ber of countries, the number of business coaches is low when compared with developed coaching markets on S outH am eR i Ca other continents. There are about 2,200-2,300 business coaches operating in • There are sometimes cultural reservations about coaching South America. (e.g. conservative style, authoritarian attitude, resistance, Copyright FRank bReSSeR ConSultinG & aSSoCiateS exCellent CoaCHinG SolutionS www.frank-bresser-consulting.com
  13. 13. Global Coaching Survey 2008/2009 e x e C u t i v e S u m m a R y | 13 expectation of a directive coach) that need to be over- Special report editions for each continent: come (e.g. in Uruguay, Ecuador, Brazil, Chile). • Special edition Africa (African Coaching Survey 2008/2009) • Special edition Asia (Asian Coaching Survey 2008/2009) • Venezuela is the only country in South America where • Special edition Australasia (Australasian Coaching Survey 2008/2009) coach supervision is widely spread. This is mainly due to • Special edition Europe (European Coaching Survey 2008/2009) the fact that key providers of coach training in the country • Special edition North America (North American Coaching Survey strongly promote it. Apart from this, supervision doesn’t 2008/2009) play a major role in South America. • Special edition South America (South American Coaching Survey 2008/2009) • The coaching culture concept is well known and widely • Special edition World overall and comparison of continents used in Argentina. This is slightly true in Brazil, Uruguay, Venezuela, Colombia and Chile, but in the remaining 6 All editions are available for free as download at: countries, the concept is not known. www.frank-bresser-consulting.com/globalcoachingsurvey.html C loS i nG n ot e about FRank bReSSeR ConSultinG The Global Coaching Survey will be conducted regularly from now on, and it will be very interesting to see how coaching The research project was initiated and conducted by Frank evolves on each continent in the future. Bresser Consulting. If you want to share your expertise/thoughts on coaching in Frank Bresser is the global business expert for the success- a specific continent, region or country, please do so and ful implementation and improvement of coaching. Supported send an email to: info@bresser-consulting.com by his worldwide team of assistant consultants, he advises companies on the effective use of coaching. His expertise is There is a lot of research on coaching in the world to be used and put in practice successfully in organisations across done, and this survey will hopefully serve as an invitation the globe and has set international standards in the imple- and starting point for others to undertake further research | All rights reserved. Design by www.depunkt.com mentation and improvement of coaching. in the field. More information at: www.frank-bresser-consulting.com Frank b res s er, m . b . a. R e p oRt e Di t i o n S Mobile +49 (0)1 79 - 4 33 88 76 Email: frankbresser@bresser-consulting.com The Executive Summary and the detailed report on the results of the Global Coaching Survey 2008/2009 (as well as Frank b res s er Cons ult ing o f f ice: the special editions for each continent) are available for free Tel. +49 (0)2 21 - 5 70 86 42 © 2009 by Frank Bresser Consulting as download at: Email: info@bresser-consulting.com www.frank-bresser-consulting.com/globalcoachingsurvey.html Fax +49 (0)2 21 - 5 70 86 43 Ful l Re p o rt: Postal address: “The state of coaching across the globe - The results of the Ehrenfeldguertel 151, 50823 Cologne, Germany Global Coaching Survey 2008/2009” (Frank Bresser Consulting Report, pdf-file, 170 pages, August 2009) w w w. f rank- bres s er - cons ult ing. com Copyright FRank bReSSeR ConSultinG & aSSoCiateS exCellent CoaCHinG SolutionS www.frank-bresser-consulting.com
  14. 14. Global Coaching Survey 2008/2009 D e ta i l e D ta b l e o F C o n t e n t S | 14 DetaileD table oF ContentS H o w to b e s t a p p ro a ch th is report 2 S h o rt Ta b l e of Co n tents 3 E x e c u ti v e S u mma ry 4 D e ta i l e d Tab le o f Co n tents 14 i. the pro j ect 18 A. Purpose 18 B. Research design 18 C. The 162 covered countries 20 D. Further remarks 23 E. Report editions 24 F. Frank Bresser Consulting 24 ii. the Re sult s 25 a. woRlD oveRall 26 1 . oveRv i e w 28 2 . m a i n t He m e S 29 a. Acceptance and use of coaching 30 b. Number of professional business coaches 31 c. Phase of coaching in its product life cycle 33 | All rights reserved. d. Directive/non-directive coaching approach 34 e. Regional characteristics of coaching 35 f. Use of supervision by coaches 36 g. Coaching on its way to becoming a real profession 37 © 2009 by Frank Bresser Consulting h. Spread and use of the concept of “coaching cultures” 39 b. S it uati on i n eaCH Conti n en t 40 1. aFRi Ca 41 1.1 ov e Rv i e w 43 Copyright FRank bReSSeR ConSultinG & aSSoCiateS exCellent CoaCHinG SolutionS www.frank-bresser-consulting.com
  15. 15. Global Coaching Survey 2008/2009 D e ta i l e D ta b l e o F C o n t e n t S | 15 1.2 ma i n t H e m e S 44 a. Acceptance and use of coaching 45 b. Number of professional business coaches 46 c. Phase of coaching in its product life cycle 48 d. Directive/non-directive coaching approach 49 e. Local characteristics of coaching 50 f. Use of supervision by coaches 53 g. Coaching on its way to becoming a real profession 54 h. Spread and use of the concept of “coaching cultures” 58 1.3 G eo G R a p H i Ca l a R e a S wit Hin aF RiCa 59 a. Northern Africa 59 b. Southern Africa 59 c. Western, Middle and Eastern Africa 59 2. aSia 60 2.1 ov e Rv i e w 62 2.2 ma i n t He m e S 63 a. Acceptance and use of coaching 64 b. Number of professional business coaches 65 c. Phase of coaching in its product life cycle 67 d. Directive/non-directive coaching approach 68 e. Local characteristics of coaching 69 f. Use of supervision by coaches 75 g. Coaching on its way to becoming a real profession 76 h. Spread and use of the concept of “coaching cultures” 81 2.3 G eo G R a p H i Ca l a R e a S wit Hin aSia 82 a. Eastern Asia 82 b. Southeastern Asia 82 c. Southern Asia 83 d. Western Asia 83 e. Central Asia 83 | All rights reserved. 3 . auStRalaSi a/ oCean i a 85 3.1 ov e Rv i e w 87 3.2 ma i n t He m e S 87 © 2009 by Frank Bresser Consulting a. Acceptance and use of coaching 88 b. Number of professional business coaches 89 c. Phase of coaching in its product life cycle 90 d. Directive/non-directive coaching approach 91 e. Local characteristics of coaching 92 f. Use of supervision by coaches 93 g. Coaching on its way to becoming a real profession 94 h. Spread and use of the concept of “coaching cultures” 96 Copyright FRank bReSSeR ConSultinG & aSSoCiateS exCellent CoaCHinG SolutionS www.frank-bresser-consulting.com
  16. 16. Global Coaching Survey 2008/2009 D e ta i l e D ta b l e o F C o n t e n t S | 16 4 . e uR ope 97 4.1 ov e Rv i e w 99 4.2 ma i n t H e m e S 100 a. Acceptance and use of coaching 101 b. Number of professional business coaches 102 c. Phase of coaching in its product life cycle 104 d. Directive/non-directive coaching approach 106 e. Local characteristics of coaching 107 f. Use of supervision by coaches 114 g. Coaching on its way to becoming a real profession 115 h. Spread and use of the concept of “coaching cultures” 121 4.3 G eo G R a p H i Ca l a R e a S wit Hin euRope 123 a. Comparison: UK and Germany 123 b. Founder countries of the European Community 123 (France, Italy, Netherlands, Belgium, Luxembourg, incl. Germany) c. Mediterranean countries (Spain, Portugal, Greece, Malta, Cyprus, Turkey) 124 d. Scandinavia (Denmark, Sweden, Norway, Finland, Iceland) 124 e. East Europe (former communist countries) 124 f. Other countries (Ireland, Austria, Switzerland) 126 g. Special: The European Union 126 5 . noRtH ameRi Ca 128 5.1 ov e Rv i e w 130 5.2 ma i n t He m e S 131 a. Acceptance and use of coaching 132 b. Number of professional business coaches 133 c. Phase of coaching in its product life cycle 135 d. Directive/non-directive coaching approach 136 e. Local characteristics of coaching 137 f. Use of supervision by coaches 139 g. Coaching on its way to becoming a real profession 140 h. Spread and use of the concept of “coaching cultures” 143 | All rights reserved. 5.3 G eo G R a p H i Ca l a R e a S wit Hin noRt H ameRiCa 144 a. Northern America 144 c. Central America 144 b. Bridge in between: Mexico 144 © 2009 by Frank Bresser Consulting d. Caribbean 144 6 . S outH ameRi Ca 146 6.1 ov e Rv i e w 148 6.2 ma i n t He m e S 149 Copyright FRank bReSSeR ConSultinG & aSSoCiateS exCellent CoaCHinG SolutionS www.frank-bresser-consulting.com
  17. 17. Global Coaching Survey 2008/2009 D e ta i l e D ta b l e o F C o n t e n t S | 17 a. Acceptance and use of coaching 150 b. Number of professional business coaches 151 c. Phase of coaching in its product life cycle 153 d. Directive/non-directive coaching approach 154 e. Local characteristics of coaching 155 f. Use of supervision by coaches 157 g. Coaching on its way to becoming a real profession 158 h. Spread and use of the concept of “coaching cultures” 161 6.3 G eo G R a p H i Ca l a R e a S wit Hin Sout H ameRiCa 162 a. La Plata countries 162 b. Brazil 162 c. Andean countries 162 d. Countries at the Caribbean Sea 162 iii. l i st of par t icipat ing organis at io ns / people 164 iv. C l o si n g not e 167 v. Re po rt e dit ions 168 vi. abo ut Frank bres s er Cons ult ing 170 | All rights reserved. © 2009 by Frank Bresser Consulting Copyright FRank bReSSeR ConSultinG & aSSoCiateS exCellent CoaCHinG SolutionS www.frank-bresser-consulting.com
  18. 18. Global Coaching Survey 2008/2009 t H e p R o J e C t | 18 RepoRt The first part of this report sets out the research purpose and design. Then, the presentation of the results regarding the world overall and each continent (in alphabetical order) follows. The report finishes with the list of participating organisations/people, a closing note and information on Frank Bresser Consulting and the available report editions. i. tHe pRoJ eCt a . p uRp o Se country and invite these to respond to our questionnaire. Where we couldn’t identify a coaching association in a coun- The Global Coaching Survey 2008/2009 examined the try, we searched for a suitable, leading coaching-related current state and development of coaching in the world association (e.g. Human Resources), coaching provider, overall, in each continent, region and country. Frank Bresser consultancy, coaching expert or coaching-related university Consulting conducted research in 162 countries (which faculty with credibility in providing relevant information. account for almost 100% world population). Q ues t ionnaire des ign: The questionnaire included open and closed questions. b . R e S e a R CH D eSi G n Partly, questions were similar to each other to allow for cross-checking within the answers given by a participant. The research topic and the general lack of statistics on The questions generally allowed for interpretation by the coaching (and of valid quantitative samples across the globe) participants in order to embrace maximum diversity of supported a qualitative - rather than quantitative - approach: coaching practices and approaches, rather than putting The research team identified qualified organisations and participants in a pre-set box that might not fit. We were people, who have a good overview of coaching in their coun- eager to listen and learn, not prescribe or promote a cer- | All rights reserved. try and the resources to gather further relevant information tain way of doing things. as needed, as the main sources of data. Accordingly, we deliberately kept the questions broad and did not define terms precisely or assume a specific understanding of coaching. How questions were interpreted P a r t i c i p a n t selection © 2009 by Frank Bresser Consulting and answered provided insights into the understanding, a n d d a ta g e n eration practice and development of coaching in each country. i de nti fyi n g par t icipant s : First, we identified the existing national and international par t icipant res pons es : coaching associations around the world, as it is their remit It was the responsibility of each participating organisation to to gather relevant information on their local coaching mar- decide on the most appropriate approach/resources to gather kets. The second step was to identify a leading one in each the required information. This ranged from local surveys and Copyright FRank bReSSeR ConSultinG & aSSoCiateS exCellent CoaCHinG SolutionS www.frank-bresser-consulting.com
  19. 19. Global Coaching Survey 2008/2009 t H e p R o J e C t | 19 board-meetings to market researches/analyses to the use of Addi ti onal l y re s e arc he d c ountr i e s existing statistics. In fact, this survey actually triggered many local research initiatives on coaching across the globe. It was our initial ambition to find suitable participants in However, it is important to highlight that in many cases every country, and we actually identified qualified partici- responses are rough estimates. Coaching is a young disci- pants in most countries (covering 88% of the world popu- pline, and exact figures are rarely available (e.g. as most lation). All countries with a visible coaching industry have countries have no requirement to register as a coach, it participated. However, research was very difficult in a num- is difficult to identify their number of coaches). So whilst ber of countries where coaching wasn’t yet developed. Here, the survey can provide a good first idea of coaching around we were successful in a great number of cases, but not all. the world, in each continent, region and country, it is far With regard to these latter cases, where the following pos- from being absolutely accurate. Where the results open up sible research activities found nothing tangible, we decided controversial discussions, this is welcome and in the spirit to stop and share our own findings on the basis of these of the survey. activities instead: va l i da ti o n a nd comparabilit y : • Extensive online research on coaching in the country After receiving participants´ information, we reviewed this data and checked it for internal and external consistency, • Conversations with people in the country relevance, clarity and validity. As appropriate, we made fur- ther enquiries of participants to gather further information • Conversations with participants from neighbour countries and clarification. This stage of dialogue and discussion was a very valuable part of the whole process producing further • Researching memberships of people/organisations from the highly interesting insights and giving much more background country in international coaching associations (or related information. Another final review and editing stage followed, associations) and only then did we take the answers as accepted country information. • Contacting local institutions for further information, e.g. Only at this stage, did we work towards making sense Chambers of Commerce, international representations of the data and align them for optimal consistency and in countries, UNDP (United Nations Development comparability (inductive approach). The point is: in order Programme, the UN’s global development network) to avoid comparing apples with oranges, you first need to know what kind of fruits there are and be able to • Making use of other networks recognize them. We acknowledge that it remains possible that there are S e tti n g the foundat ion: coaching providers and communities in these countries The Global Coaching Survey will be conducted regularly we haven’t yet discovered. This may be especially true, from now on and is definitely an ongoing project. The where organisations/people don’t have internet access, are Global Coaching Survey 2008/2009 has now set the right very locally organized and/or are operating and presenting | All rights reserved. foundation. In the next run, we will be able to build on and themselves in a rarely known language. compare with these findings. However, we have assumed that if there was a strong, In this first run of the survey, there is a focus on profes- growing coaching industry in the country, we would have sional one-to-one business coaching. This was deliberately been able to discover it in the given time. As a result we chosen as it is the most visible and well-known coaching can only give a very rough estimate/impression of the lack © 2009 by Frank Bresser Consulting form so far in the corporate world and thus was a valid of coaching in these countries. starting point. However, it is only the starting point. Next It remains our aim to get participants from all countries in time, there will be much more coverage of other coaching future runs of the survey. In fact, the survey is work in pro- forms (e.g. coaching leadership style, coaching culture, gress, and we are happy to include anyone knowledgeable team coaching). about coaching in these countries in the future. Copyright FRank bReSSeR ConSultinG & aSSoCiateS exCellent CoaCHinG SolutionS www.frank-bresser-consulting.com

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