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Abc talk 6 march 2012 ajay nangalia upload
1. 2012 ICF Global Coaching Study
Dr. Ajay Nangalia PCC
Director, ICF Global Board
2. Objectives for this Evening
ā¢ View some data with respect to two filters:
(not a debate on statistics ļ )
ā¢ What does this mean to me personally as
a coach or potential coach?
ā¢ As the ABC, what do we need to do to
build the profession in Bangalore?
3. The Challenge
ā¢ To conduct one of the most ambitious
pieces of global industry research ever
conducted on the field of professional
coaching.
ā¢ 9 languages
ā¢ Mobile device compatibility
ā¢ 6 month survey field time
4. The Outcome
ā¢ 12,133 valid responses
ā¢ 117 countries
ā¢ All 50 U.S. states
ā¢ Not one āzero returnā day!
5. A total of 117 countries
participatedā¦
100+ returns (31 countries)
50-99 returns (7 countries)
Fewer than 50 returns (79 countries)
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 Asia
Base: 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%
Masterās or Ph.D)
59%
53% in 2007 Study Secondary level
(completed
Bachelor's
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 10
Base: years
2007 ā 5,415
2007 2012
2012 ā 12,090
10. āI view coaching asā¦..ā
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 Asia
Base: 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 ā 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 ā 25%
I have received coach-specific training (combined responses)
7
through a university based program
I have not received any coach-specific
2
training
Base: 12,113
0 20 40 60 80 100
12. The importance of being
credentialedā¦.
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)
āThe people and In 2007, 52% of coaches
agreed that āthe people
organizations Neither / Nor we coach increasingly
who receive expect us to be
coaching expect-2 -8 41 35 credentialedā
their coaches to
14 In 2010, 84% of adult consumers
be certified/ who had experienced a coaching
credentialedā 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
14. Profile of the Profession ā
3 Key Statistics
ā¢ Total no. of coaches: 47,500 (Asia
3300) Among active
coaches (87%)
ā¢ Total revenue generated by
coaching: $m 1,979 USD (Asia $ 95
million)
ā¢ Average annual revenue generated
by coaching:
ā¢ $47,900 USD
15. Profile of the Profession ā
3 Key Trends
ā¢ Average fee for 1-hour coaching session:
$229 USD (Asia $239)
ā¢ Average number of clients currently
coaching:10 (Asia 9)
ā¢ Average hours per week working: 13
ā¢ Proportion of clients paying for their own
coaching 49% (Asia 49%)
a coach: 13
16. Main findings
Key Issues Facing the
Profession - Past/Future
Trendsas a coach: 13
17. The biggest obstacle in the futureā¦
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 7
Base: 11,280 0 10 20 30 40 50
18. The biggest opportunity in the
futureā¦.
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
āthe profession will
Positive portrayal of coaching in the media 8
become more grounded
in Return on Investment
(RoI)ā¦ā
Other 2
Base: 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)
ā¢ Consulting 61.2%
ā¢ Facilitating 59.0 %
ā¢ Training 69.8%
20. To what extent do organizations who receive
coaching expect their coaches to be
certified/credentialed? (India)
ā¢ Somewhat agree 39.3%
ā¢ Strongly agree 40.0%
21. Which of the following coaching areas do you
regard as your main area of coaching? (India)
ā¢ Executive 32.1%
ā¢ Leadership 27.9%
ā¢ Business/Organizations 9.3%
22. Which are main areas of concern addressed in
your coaching engagements? (India)
ā¢ Self-esteem/confidence 26.2 %
ā¢ Personal growth 44.7
ā¢ Interpersonal Relns 41.1
ā¢ Strategic Thinking/planning 31.2
ā¢ Staff/team effectiveness 22.0
23. What is the average length of a typical coaching
engagement? (India)
ā¢ 4 to 6 months 62.5%
24. What is the main method you use to coach clients?
(India)
ā¢ Telephone 30.9 %
ā¢ Face-to-face 63.6%
25. Some trendsā¦(India)
ā¢ Annual revenue/income change when
compared to previous 12 months?
ā Increased 60.6%
ā¢ Over next 12 months, expectation of
number of clients to change?
ā Increase 90.4%
ā¢ Next 12 months, average fee for 1 hour
coaching to change?
ā Increase 60.6%
26. Biggest obstacle for coaching in next 12 months?
(India)
ā¢ Marketplace confusion about the benefits
of coaching 50.4%
ā¢ Untrained individuals who call themselves
coaches 36.4%
27. Biggest opportunity for coaching in next 12
months? (India)
ā¢ Increased awareness of the benefits of
coaching 43.0%
ā¢ Credible data on the Return on Investment
(ROI), Return on Expectations (ROE) from
coaching 24.2%
28. Objectives for this Evening
ā¢ View some data with respect to two filters:
(not a debate on statistics ļ )
ā¢ What does this mean to me personally as
a coach or potential coach?
ā¢ As the ABC, what do we need to do to
build the profession in Bangalore?
29. Thank You! ļ
Dr. Ajay Nangalia PCC
ajaynangalia@globalcoachtrust.com
Mobile: +91 9845012972
www.coachfederation.org/coachingstudy2012/
ICF Headquarters
2365 Harrodsburg Rd, Suite A325
Lexington, KY 40504 - USA
+1.859.219.3580
icfheadquarters@coachfederation.org
www.coachfederation.org
Editor's Notes
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 Masterās 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) ā 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) ā 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) ā 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) ā 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 ā 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) ā 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) ā 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) āThe 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%).