Why Coaching
Why Coaching? Why Coaching?

Everywhere we look we can see signs that the coaching industry continues to expand and explod its influence, impact and reach in business and society. In 2012 coaching was the second fastest growing industry within the U.S. and today it shows little signs of slowing down. Research and client feedback consistently demonstrate that top companies who engage in coaching see a significantly increased ROI in comparison to the coaching service cost. That is in addition to major cultural improvements with improvement in talent retention, enhanced people engagement (relationships), high performing teams (team working) and job satisfaction.

Coaching as a profession is made up of practitioners from a wide variety of disciplines and professional backgrounds that include but aren’t limited to business consulting, human resources, organisational development and training to sports, education, philosophy, clinical and other forms of psychology. Given the varied and expansive backgrounds, experiences and perspectives the Association of Coaching aims to bring standards of excellence, best practice and levels of quality to the profession through our professional Membership, Accreditation schemes, Code of Ethics, delivery of thought leadership content, digital learning and continuous professional development.

Our Purpose
Our purpose is to inspire and champion coaching excellence, to advance the coaching profession and make a sustainable difference to individuals, organizations and society.


What is coaching?

Coaching is a facilitated, dialogic and reflective learning process that aims to grow the individuals (or teams) awareness, responsibility and choice (thinking and behavioural). The advancing popularity of the profession reflects a need arising in business and society for people to find solutions to the complexities they face in their life, career and profession.

When individuals, teams and business leaders first come to coaching it is often because their recent experiences have driven them to seek coaching support to aid them in finding enhanced ways of being and working. Something needs to change, improve or be enhanced. It might be that they have a hunch, a feeling or an intuition that something is troubling them and is causing them some form of disorientation.

The issues an individual may be experiencing could be feelings of being ‘stuck’, feelings of lack of progress, frustration, or feelings of going back and forth with no apparent resolution. When they come to coaching they are at a point of transition and by engaging a coach they work together to uncover and de-layer in order to identify the essence of the problem and implement change.

Equally, in the past 5 years the coaching profession has become the No 1 professional development favoured by corporation, leading businesses and entrepreneurial ventures to achieve their cultural, business and people related priorities.

Put simply professional coaching is the best way to support an individual, team, organisation and society to reach its purpose and potential.

A bold statement, yes and it happens to be the truth.

We look forward to you joining us on this journey.

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Coaching Definitions

Benefits of using a coach

Professional coaching brings many wonderful benefits: fresh perspectives on personal challenges, enhanced decision-making skills, greater interpersonal effectiveness, and increased confidence. And, the list does not end there. Those who undertake coaching also can expect appreciable improvement in productivity, satisfaction with life and work, and the attainment of relevant goals.

Increased Productivity
Professional coaching maximises potential and, therefore, unlocks latent sources of productivity.

Positive People
Building the self-confidence of employees to face challenges is critical in meeting organisational demands.

Return on Investment
Coaching generates learning and clarity for forward action with a commitment to measurable outcomes.

Satisfied Clients
Virtually all companies and individuals who hire a coach are satisfied.

How can you become a better coach?

Becoming a Professional Coach

For many, coaching is a life-changing experience that dramatically improves their outlook on work and life while improving leadership skills. Coaching helps people tap into their potential, unlocking sources of creativity and productivity. The journey to professional practitioner commences with quality training with training providers whose courses meet rigrouous standards of best practice.

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Become a Member

Whether you are an existing coach, an organisation providing coaching training or someone who is looking to engage in a Coaching culture for their organisation, the Association for Coaching has a membership level for you. By becoming a member of the Association for Coaching, you will join over 5,000 other coaching professionals across 58 countries who are engaging with the leading professional body dedicated to promoting best practice and standards for coaching worldwide.

Become a member

Become Accredited

At the AC we know that introducing coaching in to an organisation has many benefits, but those looking to engage in coaching services are looking for certainty, quality and assurance in the coaching providers they select. This reassurance can be delivered by the quality and best practice driven accreditation courses run by the Association for Coaching.

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Stay Informed

The AC provides many opportunities for coaches and those involved in the coaching profession to stay up to date with news, events and resources that aid continued professional development amongst our members.

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