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2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012 www.pwc.com

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Page 1: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

2012 ICF Global Coaching Study

The Business of Coaching: Fee and Revenue DriversICF Global Conference 2012

4 October2012

www.pwc.com

Page 2: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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

Page 3: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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

Page 4: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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.”

Page 5: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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

Page 6: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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

Page 7: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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…

Page 8: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

PwC2012 ICF Global Coaching Study - Key headlines

Main findings

The Size of the Profession

2012

Page 9: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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

Page 10: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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

Page 11: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

PwC

Main findings

20122012 ICF Global Coaching Study - Key headlines

About You - The Coach

Page 12: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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

Page 13: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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

Page 14: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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)

Page 15: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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

Page 16: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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

Page 17: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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%

Page 18: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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)

Page 19: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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

Page 20: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

PwC2012 ICF Global Coaching Study - Key headlines

Main findings

Key Issues Facing the Profession - Past/Future Trends

2012

Page 21: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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

Page 22: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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

Page 23: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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

Page 24: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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

Page 25: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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%

Page 26: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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

Page 27: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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

Page 28: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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

Page 29: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

PwC2012 ICF Global Coaching Study - Key headlines

What’s next?

2012

Page 30: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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.

Page 31: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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/

Page 32: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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

Page 33: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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

Page 34: 2012 ICF Global Coaching Study The Business of Coaching: Fee and Revenue Drivers ICF Global Conference 2012 4 October2012

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