A mini-site dedicated to telling the Truth about the Coaching Industry

No part of this mini-site was created using Artificial Intelligence (AI).

Where we are so far…

  • The market is saturated and that is a good thing for you.
  • Clients are still looking for coaches so reclaim the title.
  • Coaches are an internet marketer’s dream client, but do you really need what they are selling?


The coaching industry has witnessed an unprecedented boom, signifying the growing recognition of coaching skills as a vital asset in various professions.

Whether you work in leadership, consulting, mentoring, healing, or any other field involving human interaction, incorporating coaching skills can revolutionize your approach and unlock your and your clients’ full potential.

This mini-site provides an invaluable opportunity to explore the power of coaching and experience its transformative impact with zero risk.

Embrace this and the more you put in, the more you will get back.

Coaching has been around for a lot longer than you might think. Coaching’s roots go way back.  Like way, waaaay back to Socrates. So anyone who thinks that it’s new-age or a modern discipline is mistaken.

The Socratic Method is a question-answer system that the Greek Philosopher developed.  He found that funnelled, powerful questions led to deeper understanding than purely teaching, or asking closed questions which led to dead-end answers.


This, although far more evolved today, is still the foundation of coaching.


The French Philosopher Rene Descartes developed a group of questions in the 17th Century that I still use in my coaching practice regularly, and I teach my coaching students this combination too.

I find that they give amazing clarity and perspective on a topic or challenge…


What will happen if I do?

What will happen if I don’t?

What won’t happen if I do?

What won’t happen if I don’t?

Asking these 4 questions gives a 360 degree view of any circumstance.

Take a challenge or a decision that you are currently pondering and ask yourself these 4 questions.

What will happen if I do make the decision one way?

What will happen if I don’t?

What won’t happen if I do?

What won’t happen if I don’t?


We can also see hints of coaching during the Industrial Revolution in the 18th & 19th Centuries as industry began to focus on developing skills and enhancing productivity.

Let’s leap to the early-mid 20th Century now and the emergence of what would become Professional Coaching.

The foundations of modern coaching were laid, with the emergence of psychological theories (e.g., Carl Jung and Albert Ellis) and the rise of self-help literature.

The connection between thoughts, feelings and behaviour was established.

It is also around this time that we begin to see a focus on happiness and fulfillment.


A smaller jump forward this time, into the 1960s and 1970s…

Performance Coaching is born.

Mindset meets sport as Timothy Gallwey’s “The Inner Game” was first published in 1974.

This groundbreaking book introduced the concept of performance coaching and highlighted the importance of addressing mental barriers.

It was soon adopted in business circles, as well as sport.

Briskly moving onto the 1980s and 1990s….and the coaching field diversified, with the introduction of various coaching models and approaches, such as GROW.

Coaches began to specialize in areas like executive, career, and life coaching, tailoring their methods to address specific client needs for increased productivity and success.

This approach is very results oriented and relies heavily on SMART goals.

(Personally, I hate SMART goals, ask me why!)

Which brings us to today. Even with its long history, coaching is still largely misunderstood, and the term misused.


Coaching is a term that is routinely used to describe a number of different disciplines.  For the purposes of understanding each other in these pages, here are some working definitions of the most common applications of the term coaching.

(These are my definitions, please add yours below in the comments section.)


My definition = “Leading is creating an environment for everyone to be at their best.”


My definition = “Do what I say.”

Now we come to MENTORING

My definition = “Do what I did.

And finally COACHING 

My definition = “Let me change your perspective so that you can see the right way for you.

This is just one of many definitions.  This is MY definition of what EVOLVED coaching looks like.

Because coaching must continue to evolve as it has for the past 2,500 years.

What is YOUR definition of Coaching? – leave me a comment below


Let’s look to the present day and the future of coaching…

Most of today’s coaches are focused on problem solving.  They are told by their marketing strategists to focus on solving one problem and designing their offerings around that one thing.  This means that they are more likely to end up in Consulting & Teaching mode, rather than coaching as defined above.

There is a term that I have heard for a number of years now, “Mindset is everything.” 

I completely disagree, and know that for real transformation to occur we need much more than mindset.  The future of coaching is multi-faceted and empowers our clients to embody the future they desire.

Sessions are currently long and focused on results and performance, whereas when we adopt evolved coaching techniques, transformation can happen very quickly and change is happening at a more fundamental level.


So if coaching is evolving again, this means that the coaches also need to evolve. How will evolved coaches differ from the majority today?…

The key difference is that there is much more onus on the coach to create the transformation through their skills, rather than relying on content or teaching to create a result.  When we take an evolved embodiment approach to coaching, every session is different, and the coach adapts to the client.

This may sound challlenging, but it is actually far more straightforward than you might thing.  It is also way more FUN!

Clients literally transform in front of your eyes and they can feel the difference straightaway.

This means that sessions are often shorter, transformation is deeper and more long lasting, and your career in coaching is far more rewarding.


The internet and digital tools have allowed coaches to connect with clients worldwide and offer innovative coaching solutions.

Indeed I have enjoyed this since long before the pandemic brought more and more people online.

The rise of online coaching platforms has made coaching more accessible, enabling individuals to find and work with coaches remotely.

More and more people are searching for, and engaging coaches today, and that is not going to change in the future.

But… it has also created a dearth of coaches who are not practicing coaching in the way that we have just defined.  They are not trained to work with the delicate nature of transformation and the trauma that can trigger.  So whilst the industry has opened up, there is so much need for coaches and leaders who desperately care for the WAY that they are coaching their clients and team. 


It is the same for A.I. in coaching.

Artificial Intelligence is changing the way that we all do business, that is a fact.  And it is true that we will see an increase in automated bots performing the role of many of the ‘coaches’ in the industry today.  But A.I. bots cannot see the change in a client’s physical presentation or energy, and A.I. bots can only respond to the inputs that the client gives them.  

For true coaches who are not teaching or consulting, but who are changing the client’s energy around their coaching topic, A.I. has a lot of development ahead.

I would be more concerned for those coaches who offer low-priced programs based on content and teaching. This is something that can easily be replaced very inexpensively by Artificial Intelligence.

That being said, I made a point of highlighting that no part of this site was created by A.I.

Did you see that at the top of this page? 

How did it make you feel? 

Because if your client is similar to you, it is likely that they will have a similar response. 

Something to ponder…


I do, and I encourage all of the coaches that I train and mentor to prepare themselves for that eventuality by keeping good records and having regular mentoring and supervision, but the truth is that we are no further forward in industry regulation than we were when I started my coaching journey in 2006.

Many coaches choose to self-regulate by associating themselves with the International Coaching Federation or similar, because they want to be held to a higher standard and give their clients that comfort, but there is no legal requirement for anyone to have qualifications or accreditations to operate as a coach, which does complicate things for you.


Sadly with the amount of (false) competition in the coaching space there is also a huge spectrum of coaching services and skills in the marketplace which has led to many coaches wanting to distance themselves from the cowboys.  I’ve lost count of the number of times that I have heard, “I love the work, but I just don’t want to call myself a coach.”

This has its own challenges, because you may want to call yourself some cute title to get away from ‘coach’, but your clients are still looking for coaches.

Then this is further complicated by people calling themselves coaches who are absolutely NOT coaches and the whole situation gets more and more complex.  I routinely see job listings for ‘coaches’ and when you dig into the descriptions just a little, what you discover is that this is nothing more than a sales role.

With teachers, mentors and consultants all jumping on the title of coach because it’s trendy, it has created a sea of frustrated clients and coaches out there.

Whilst I would love to differentiate what I do from all of these non-coaches, the truth is that my clients are looking for a Professional Coach, and that is what I am.

My hope is that by the time you have read and digested the information on this mini-site, you will be ready to reclaim the title of coach, or claim it for the first time, and be so confident in your abilities and differentiation that you will wear that badge with pride.



Buyers are looking for coaches. Embrace the terms and be a role model of what a Professional Coach looks like.


What we have seen in the past two decades is an explosion of the coaching industry in the professional and personal development markets.  In business, health, parenting any niche you can think of.

We are seeing more and more leaders and consultants recognise the power of coaching and want to incorporate it into their work.  More and more medical professionals and practitioners are seeing the use of a collaborative approach for patient outcomes.

We are facing another shift another metamorphosis of coaching.  Buyers are becoming more savvy.  They are looking for qualified, credentialed coaches.  They might not know what that means, but they want it.

The future is bright for coaches who are here to make a difference. 

Professional coaches choose to be self-regulated and adhere to universally agreed codes of ethics and conduct. 

More and more large organisations are willing to invest in these ‘master craftspeople’. (Netflix recently advertised an Executive Coach role attracting a salary of $500,000.)

Buyers are asking the right questions about qualifications and training. As more and more organisations like Twin Flames Universe are being highlighted as the worst of the worst, potential clients are performing more due diligence into the quality and ethics of the coaches they choose to hire. 

They are also becoming aware of the coercion and manipulation tactics often associated with these high pressure programs.

This is a good thing.

For those of us who are dedicated to the profession, this means that it will become more and more legitimate.

We will see more and more impact from A.I. across the whole industry. Buyers will become more aware of what they want, need and are willing to invest in with regards to coaching.  It is important to keep up to date with developments so that you can help your clients figure out what is right for them.

The future is not so bright for those who are here to make a fast buck and take no responsibility for the aftermath.  Indeed, they are all too quick to blame the client for their ineptitude.  Competition will continue to grow, and the cost of client attraction will grow along with it. 

Remember to share your thoughts, comments and questions below.

In our next stage we meet two coaches: Amy and Claire, let’s see what the future holds for them…

Let's meet Amy & Claire...

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