Woman (70%), American (33%), between 40 and 55 years old (51%) and with an annual income derived from their profession that is around 47,100 dollars per year (38,940 euros). That is the average profile of the coach worldwide, according to a global study on this industry carried out by PwC for the International Coaching Federation (ICF).
However, this radiography is increasingly diverse, as this activity is developing in new markets. The profession is becoming popular: it is estimated that in 2019 there were a total of 71,000 executive trainers, which represents an increase of 33% compared to 2015.
Companies are increasingly demanding this type of services, both for their employees and for their managers, with which interest in the profession has grown in recent years and, consequently, the need to establish quality guarantees.
Although 99% of coaches have specific training, according to the aforementioned report, they are now seeking to go a step further with the aim of controlling the sustainability of the industry despite its rapid growth. “
It is a profession that in Spain is not regulated and, for that reason, external bodies are sought to set very high quality standards to offer security “, comments ICF President Germán Antelo. \
Companies and users of coaching are more demanding nowadays and they expect to a greater extent that these professionals have an accrediting degree. A statement with which 55% of those surveyed strongly agree, compared to 37% who indicated it in 2015.
But this transformation of the sector is not limited to customers, but the demand for higher quality also affects professionals. That is why those who seek to dedicate themselves to it also want to distinguish themselves
85% of these profiles had in 2019 a certificate endorsed by a professional entity that accredited the training received. This figure is four percentage points higher than in 2015, when 7% (compared to the current 4%) claimed to have received specific training, but this was not endorsed by any recognized institution.
Likewise, a large part of these professionals (94%) offer other services in addition to coaching . Most also opt for consulting (60%), training (60%) or general service management (54%) to complete their catalog.
Specifically, those who alternate between various services dedicate around 44% of their time to coaching . The profile of clients has not changed over time, according to PwC, these are mostly middle managers (27%) and senior management (25%). For its part, the provision of services to individuals remains at 19%, unchanged since 2015.
Another evidence of the growth of this industry is the total turnover generated in 2019 worldwide: 2,849 million dollars (2,360 million euros), which represents an increase of 21% compared to the results of 2015.
By region, North America , Oceania and Western Europe are the continents in which this profession is better paid. Professionals in these areas earn an average of 62,500, 61,100 and 51,100 dollars annually (51,773, 50,613 and 42,329 euros) for this activity, respectively.
“This income difference responds, on the one hand, to the differences in purchasing power between regions, but the age of the profession also has a great influence: those who are over 15 years old have created a portfolio of clients and are more valued in the market ”Antelo comments.
This trade began in North America and later developed in Western Europe, but is currently growing especially fast in other locations. In Latin America and the Caribbean, very significant growth has been observed, with the registration in 2019 of 174% more professionals than in 2015, followed by Eastern Europe (40% more).