Trends may predict a dismal future for coaching

by Rey Carr
Peer Resources

At a recent teleconference of coaching experts a number of trends were noted that could be predictive of some difficult times ahead for coaching. Here is a summary of the key points.

* No consensus exists as to whether coaching qualifies as a “profession.” While it is often referred to as a “discipline,” “area,” “field,” or “arena,” coaching has yet to fully embrace the criteria typically associated with the definition of a profession. Some experts noted that this was a “good thing” in that coaching maintained its connection with its grass roots origins.

* Too few coaches are actually able to make a living as coaches. More coaches are leaving the field after finding that the reality of practice falls far below the promise expressed by coaching schools and others. While many new coaches realize that establishing a coaching business is essential to their practice, too few find that practice creation actually yields financial growth or stability. While data is not yet available, it may be that more coaches are now terminating their coaching practice than starting a practice.

* Niche development, while possibly providing more specialized emphasis for the application of coaching, appears instead to have trivialized coaching so that the term “coach” is being applied widely to a variety of societal issues or trends.

* Too many coaches are basing their revenue model on providing services to other coaches. Persuading novice coaches that the key to success is more training, becoming certified, marketing ability, or business skill, may be a form of exploitation of fears or vulnerability rather than a realistic appraisal of the field. In addition, many coaches have added the term “mentor” or “mentor coach” to their list of services. They have taken a term that typically is associated with informal or volunteer service and have attached a fee to it. Mentor coaches appear to be primarily interested in charging fees to other coaches for their services.

* The International Coach Federation (ICF) has made changes to its membership policy so that after a certain date only coaches certified by the ICF will be voting members. This may mean that approximately 75% of its current membership may no longer be able to participate as voting members. This policy change, while on the surface appearing to be supportive of standards of practice, may actually demonstrate a disconnect from the roots and foundation of the origins and purpose of coaching. In addition, this move towards exclusion rather than inclusion may signal a change in perspective with regards to the basic tenets associated with coaching outcomes.

* The monthly newsletter published by the International Coach Federation (ICF) primarily focuses on marketing the services of the association and has too little emphasis on the education and development of its readers and members, and virtually no acknowledgement of world events, trends or issues in coaching, despite the newsletter’s title. The content of this publication is quite different than the type of content in flagship publications of most other professional associations.

* The emphasis on certification contradicts the research on the key factors associated with choosing a coach. Several studies have shown that experience in the field as well as other criteria rank higher as factors for choosing a coach than whether a coach is certified or a member of a coach association.

* The majority of persons who provide coaching and have attained national or international reputations in their field as well as gaining significant financial rewards from coaching are neither certified as coaches nor are members of coaching associations. This is not the case with other helping professions.

* Too few coach training organizations and too few of their trained coaches know about or acknowledge the roots or antecedents of coaching. This lack of awareness has led other professions, particularly those that have contributed to the creation of coaching, to be skeptical, cynical, or dismissive of coaching.

While these perceptions were discussed during the teleconference, not all participants believed that such trends indicated a dismal future or a doom and gloom scenario for coaching. Some participants believed that the trends indicated that the “cream was rising to the top” and that only the best and brightest were going forward in the field of coaching. Others believed that the struggle for coaching to define itself was a healthy trend that would lead to greater commitment and accountability.

On August 10-12, 2006 some of the world’s leading authorities on coaching were invited by the International Coach Federation to meet in Vancouver, British Columbia for “Evolving the Conversation: A Summit on the Future of Coaching.”

The meeting came about as a result of planning by coaching experts and Peer Resources Network members Dr. Pat Williams (www.LifecoachTraining.com) and Vikki Brock (www.call-me-coach.com)

Two different reports have been produced about the conference. The ICF produced a report that is available for $12.00, and can be ordered from the International Coach Federation (www.coachfederation.org). Peer Resources has also produced a report, and their description and analysis of the three-day meeting is available online at: http://www.peer.ca/coachingnews.html

–This article originally appeared in The Coaching News. The Coaching News is copyright by Peer Resources, and this article is reprinted by permission.

PLEASE COMMENT AND ADD YOUR THOUGHTS AND EXPAND THIS DIALOGUE.
(Oops. It appears the ‘commenting’ function is broken. Will be repaired soon.)