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2012 ICF Global Coaching Study
The Business of Coaching: Fee and Revenue DriversICF Global Conference 2012
4 October2012
www.pwc.com
PwC
How the ICF plays an important role in the area of coaching research….
2012Slide 2
2012 ICF Global Coaching Study - Key headlines
•ICF members and global chapter network creates the unique capacity to complete these studies
•Collaborative alliances with other coaching organizations ensure that results are representative of the global profession
•Serves as a resource for providing valuable data to a variety of stakeholders
PwC
ICF and PwC in collaboration
2012Slide 3
2012 ICF Global Coaching Study - Key headlines
ICF/PwC Research projects
2007 Global Coaching Study
5,415 coaches responded
73 countries1,500 non-ICF
members
2010 Global Consumer
Awareness Study15,000 consumers
(aged 25+) responded20 countries
2012 Global Coaching Study12,133 coaches
responded117 countries4,397 non-ICF
members
2009 Global Coaching Client Study
In-depth interviews (coaches)
focus groups and survey (clients)
2,165 clients responded64 countries
PwC
The challenge
2012Slide 4
2012 ICF Global Coaching Study - Key headlines
Delivered in 9 languages
Mobile device compatibility
6 month survey field time
“One of the most ambitious pieces of global industry research ever
conducted on the field of professional coaching.”
PwC
The outcome – a global success
2012Slide 5
2012 ICF Global Coaching Study - Key headlines
12,133 valid responses
7,736 ICF members
4,397 non-ICF members
Not one “zero return” day!
117 countries
PwC
Outline of daily returns
2012Slide 6
31-May 08-Jun 16-Jun 24-Jun 02-Jul 10-Jul 18-Jul 26-Jul 03-Aug 11-Aug 19-Aug 27-Aug 04-Sep 12-Sep 20-Sep 28-Sep 06-Oct 14-Oct 22-Oct 30-Oct 07-Nov 15-Nov
0
100
200
300
400
500
Pilot
Global Launch
European Con-ference (Mad-
rid)
June global re-minder
July global re-minder
August global re-minder
Global Conference (Las Vegas) &
September global reminder
October FI-NAL global reminder
2012 ICF Global Coaching Study - Key headlines
Latin American
Conference (Santiago)
Japan/Korea Conference
PwC
100+ returns (31 countries)
50-99 returns (7 countries)
Fewer than 50 returns (79 countries)
Oceania
North America
Latin America and the Caribbean
Middle East and Africa
Asia
Eastern Europe
Western Europe
A total of 117 countries participated…
PwC2012 ICF Global Coaching Study - Key headlines
Main findings
The Size of the Profession
2012
PwC
Profile of the Profession - 3 Key Statistics
2012Slide 9
2012 ICF Global Coaching Study - Key headlines
Total no. of coaches:
Global 47,500
Total revenue generated by coaching (USD):
Global $ 1,979 m
Among active coaches (87%)
Average annual revenue generated by coaching (USD):
Global $47,900
PwC
Average fee for 1-hour coaching session (USD):
Global $229
Profile of the Profession - 3 Key Trends
2012Slide 10
2012 ICF Global Coaching Study - Key headlines
Average number of current clients:
Global 10
Average hours per week working as a coach:
Global 13
PwC
Main findings
20122012 ICF Global Coaching Study - Key headlines
About You - The Coach
PwC
Level of formal education – an advertiser’s dream
Primary level (com-pleted prior to uni-
versity)9%
Sec-ondary level
(com-pleted Bache-
lor's degree)
32%
Third level (com-pleted Mas-
ter’s or Ph.D.)60%
Base: 12,111
2012Slide 12
2012 ICF Global Coaching Study - Key headlines
53% in 2007 Study
More than half of coaches have a third level qualification
PwC
A cohort marching through
Less than 1 year
1 to 2 years 3 to 4 years 5 to 10 years More than 10 years
0
10
20
30
40
13
19
24
31
14
11
1921
30
19
2007 2012
%
Base:2007 – 5,4152012 – 12,090
Coaches are becoming more experienced with almost one in five coaches now having at least 10 years experience.
2012Slide 13
2012 ICF Global Coaching Study - Key headlines
PwC
Fees quoted per one hour session vary by coach’s experience…
2012Slide 14
$
2012 ICF Global Coaching Study - Key headlines
Less than 1 year
1 to 2 years
3 to 4 years
5 to 10 years
More than 10 years
0 50 100 150 200 250 300 350
128
152
194
256
321
Global
(USD)
PwC
The “typical” coach is…
Base: 12,090 – 12,111
2012Slide 15
%
2012 ICF Global Coaching Study - Key headlines
3+ years coaching experience
Third-level educated
Over 45 years old
Female
40 60 80
70
60
63
68
Global
PwC
“I view coaching as…..”
Base: 12,133
Coaches predominantly view coaching as a profession
2012Slide 162012 ICF Global Coaching Study - Key headlines
a profession a skill-set an industry0
20
40
60
80
100
75
205
71
24
5
66
32
2
68
28
4
71
23
6
4540
15
66
25
9
North America Latin America and the Caribbean Western Europe
Eastern Europe Middle East and Africa Asia
Oceania
PwC
Coach-specific training is nearly universal
I have not received any coach-specific training
I have received coach-specific training through a university based program
I have received coach-specific training through a program that was not accredited/approved by a professional coaching organization
I have received coach-specific training through a program that was accredited/ approved by a professional coaching organization
0 20 40 60 80 100
2
7
13
78
Base: 12,113
More than three quarters of coaches have received accredited / approved coach-specific training.
%2012
Slide 172012 ICF Global Coaching Study - Key headlines
ICF member - 16%
Non ICF – 25%
(combined responses)
I have received coach-specific training through a program that was not
accredited/approved by a professional coaching organization
ICF member 82%Non-ICF 70%
PwC
The importance of being credentialed… it is vital
Base: 12,104
Global
-20 0 20 40 60 80 100
-8-2 41 35
In 2007, 52% of coaches agreed that “the people we coach increasingly expect us to be credentialed”
“The people and organizations who receive coaching expect their coaches to be certified/ credentialed”
Strongly disagree Somewhat disagree Somewhat agree Strongly agree
In 2010, 84% of adult consumers who had experienced a coaching relationship felt that it was important for coaches to hold a credential.
%
2012Slide 182012 ICF Global Coaching Study - Key headlines
Neither / Nor
14
Three-quarters of coaches (76%) agree that the people and organizations who receive coaching expect their coaches to be certified / credentialed
Slight differences between ICF and non-ICF members (77% and 73% agreement)
PwC
Credentialed coaches report higher revenue …
2012Slide 19
US$ 000’s2012 ICF Global Coaching Study - Key headlines
Oceania
Asia
Middle East & Africa
Eastern Europe
Western Europe
Latin America and the Caribbean
North America
Global
0 20 40 60 80
60
26
44
18
51
32
46
44
75
37
37
31
53
38
54
51
Any credential
None/ not stated
PwC2012 ICF Global Coaching Study - Key headlines
Main findings
Key Issues Facing the Profession - Past/Future Trends
2012
PwC
Looking back: a volume driven recovery
Annual revenue / income
Number of coaching sessions
Average fee 1-hour session
Number of clients
0 20 40 60 80
55
48
37
59
Global
Base range: 9,820 – 9,927
% respondents reporting an increase
2012Slide 21
2012 ICF Global Coaching Study - Key headlines
PwC
Looking ahead: Will key indicator trends remain the same?
Annual revenue / income
Number of coaching sessions
Average fee 1-hour session
Number of clients
0 20 40 60 80
76
62
42
76
Global
% respondents reporting an expected increase
2012Slide 22
2012 ICF Global Coaching Study - Key headlinesBase range: 9,786 – 9,883
PwC
I have not made any changes to my coaching business model
Joining professional coaching organization
Rebranding my coaching business
Achieving coaching certifications / credentials
Offering services in addition to coaching
Increasing collaborations with other coaches
0 20 40 60
14
32
35
36
41
47
Global
Global Base: 9,810
Did the global economic downturn bring coaches together?
%
2012Slide 23
2012 ICF Global Coaching Study - Key headlines
PwC
Coaches who are members of professional associations report higher revenue…..
2012Slide 24
2012 ICF Global Coaching Study - Key headlines
Annual revenue USD($)
Reported 1 hour fee USD($)
Clients Hours
Any membership 49,700 240 10 13
None/ not stated 40,000 200 10 13
PwC
Do you believe that coaching should become regulated?
Who do you believe would be best placed to regulate the coaching industry?
Base: 11,401
The regulation of coaching….
Yes 53%
No 23%
Base: 8,732 (those who answered yes or unsure to previous question)
Government entities 10%
Individual coach practitioners 6%
Professional coaching associations 84%
Unsure 24%
More than half of the coaches surveyed feel that coaching should become regulated. Among these coaches, and those who remain unsure, the majority feel that professional coaching associations are best placed to handle this responsibility
2012Slide 25
2012 ICF Global Coaching Study - Key headlines
ICF: 55%
Non ICF: 51%
ICF:87%
Non ICF: 80%
PwC
Coaching market saturation
Marketplace confusion about the benefits of coaching
Untrained individuals who call themselves coaches
0 5 10 15 20 25 30 35 40 45 50
9
30
43
Global
Global Base: 11,280
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
2012Slide 262012 ICF Global Coaching Study - Key headlines
PwC
Global Base: 11,300
The biggest opportunity in the future….
Positive portrayal of coaching in the media
Increased demand for coaching
Improved general perception of coaching
Credible data on the Return on Investment
Increased awareness of the benefits of coaching
0 10 20 30 40
8
11
14
28
36
Global
In 2007, more than three quarters of coaches agreed that “the profession will become more grounded in Return on Investment (ROI)…”
% 2012Slide 272012 ICF Global Coaching Study - Key headlines
Just over one third of coaches believe that increased awareness of the benefits of coaching is the biggest opportunity for the next 12 months
PwC
Key drivers for coaching fees and revenue
20122012 ICF Global Coaching Study - Key headlinesSlide 28
•Experience/ years as a coach
•Credential
•Membership
•Position of the client
•Duration of the engagement
•Number of methods used to evaluate coaching
PwC2012 ICF Global Coaching Study - Key headlines
What’s next?
2012
PwC
2012 Global Coaching Study - Final Report is published and available for purchase. Seven chapters-more than 140+ pages of analysis!
What’s next?
20122012 ICF Global Coaching Study - Key headlinesSlide 30
Planned for 2013: New ICF study focusing solely on the value and impact of coaching in organizations.
Help ICF prioritize the areas that should be explored in the next study. World Cafe session being held on Saturday.
Thank-you!
This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon the information contained in this publication without obtaining specific professional advice. No representation or warranty (express or implied) is given as to the accuracy or completeness of the information contained in this publication, and, to the extent permitted by law, PricewaterhouseCoopers LLP, its members, employees and agents do not accept or assume any liability, responsibility or duty of care for any consequences of you or anyone else acting, or refraining to act, in reliance on the information contained in this publication or for any decision based on it.
© 2012 PricewaterhouseCoopers LLP. All rights reserved. In this document, “PwC” refers to PricewaterhouseCoopers LLP (a limited liability partnership in the United Kingdom) which is a member firm of PricewaterhouseCoopers International Limited, each member firm of which is a separate legal entity.
www.coachfederation.org/coachingstudy2012/
PwC
Appendix: Responses by Region (Europe)
Western Europe
United Kingdom
745 Portugal 126
France 523 Denmark 121
Spain 361 Norway 110
Sweden 234 Finland 109
Italy 217 Luxembourg 30
Germany 182 Austria 29
Switzerland 162 Iceland 7
Netherlands 158 Andorra 2
Belgium 157 Monaco 2
Ireland 142 Malta 1
Eastern Europe
Turkey 176 Latvia 11
Poland 137 Cyprus 6
Hungary 126 Serbia 6
Russian Federation
53 Kazakhstan 5
Czech Republic 50 Slovenia 4
Romania 39 Estonia 2
Greece 32 Ukraine 2
Slovak Republic 22Bosnia and
Herzegovina1
Lithuania 21 Croatia 1
Bulgaria 12TOTAL
EUROPE:4,124
PwC
Appendix: Responses by Region (Americas, Middle East and Africa)
North America
United States 4,041 Bermuda 1
Canada 961 Total 4,976
Latin America and the Caribbean
Brazil 261 Chile 54
Mexico 172 Uruguay 45
Argentina 117 Ecuador 28
Colombia 104 Venezuela 22
Peru 59 Others 36
Puerto Rico 56 Total 954
Middle East and Africa
South Africa 184 Morocco 15
Israel 119 Others 68
UAE 35 Total 421
PwC
Appendix: Responses by Region (Asia and Oceania)
Asia
China 206 Malaysia 40
Japan 183 Indonesia 24
India 141 Thailand 20
Singapore 122 Philippines 17
Taiwan 114 Others 11
Korea 56 Total 978
Hong Kong 44
Oceania
Australia 580 Others 5
New Zealand 95 Total 680