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

PwC How the ICF plays an important role in the area of coaching research… Slide 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 2012 Slide ICF Global Coaching Study - Key headlines ICF/PwC Research projects 2007 Global Coaching Study 5,415 coaches responded 73 countries 1,500 non-ICF members 2010 Global Consumer Awareness Study 15,000 consumers (aged 25+) responded 20 countries 2012 Global Coaching Study 12,133 coaches responded 117 countries 4,397 non-ICF members 2009 Global Coaching Client Study In-depth interviews (coaches) focus groups and survey (clients) 2,165 clients responded 64 countries

PwC The challenge 2012 Slide 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 2012 Slide 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 2012 Slide ICF Global Coaching Study - Key headlines Latin American Conference (Santiago) Japan/Korea Conference

PwC 100+ returns (31 countries) returns (7 countries) Fewer than 50 returns (79 countries) Oceania North America Latin America and the Caribbean Middle East and Africa Asia Eastern EuropeWestern Europe A total of 117 countries participated…

PwC Main findings The Size of the Profession ICF Global Coaching Study - Key headlines

PwC Profile of the Profession - 3 Key Statistics 2012 Slide ICF Global Coaching Study - Key headlines Total no. of coaches: Global47,500 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 2012 Slide 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 ICF Global Coaching Study - Key headlines About You - The Coach

PwC Level of formal education – an advertiser’s dream Base: 12, Slide 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 Base: 2007 – 5, – 12,090 Coaches are becoming more experienced with almost one in five coaches now having at least 10 years experience Slide ICF Global Coaching Study - Key headlines

PwC Fees quoted per one hour session vary by coach’s experience… 2012 Slide 14 $ 2012 ICF Global Coaching Study - Key headlines

PwC The “typical” coach is… Base: 12,090 – 12, Slide 15 % 2012 ICF Global Coaching Study - Key headlines

PwC “I view coaching as…..” Base: 12,133 Coaches predominantly view coaching as a profession 2012 Slide ICF Global Coaching Study - Key headlines

PwC Coach-specific training is nearly universal Base: 12,113 More than three quarters of coaches have received accredited / approved coach-specific training. % 2012 Slide 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 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 disagreeSomewhat disagreeSomewhat agreeStrongly agree In 2010, 84% of adult consumers who had experienced a coaching relationship felt that it was important for coaches to hold a credential. % 2012 Slide 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 … 2012 Slide 19 US$ 000’s 2012 ICF Global Coaching Study - Key headlines

PwC Main findings Key Issues Facing the Profession - Past/Future Trends ICF Global Coaching Study - Key headlines

PwC Looking back: a volume driven recovery Base range: 9,820 – 9,927 % respondents reporting an increase 2012 Slide ICF Global Coaching Study - Key headlines

PwC Looking ahead: Will key indicator trends remain the same? % respondents reporting an expected increase 2012 Slide ICF Global Coaching Study - Key headlines Base range: 9,786 – 9,883

PwC Global Base: 9,810 Did the global economic downturn bring coaches together? % 2012 Slide ICF Global Coaching Study - Key headlines

PwC Coaches who are members of professional associations report higher revenue… Slide ICF Global Coaching Study - Key headlines Annual revenue USD($) Reported 1 hour fee USD($) ClientsHours Any membership49, None/ not stated40,

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…. 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 2012 Slide ICF Global Coaching Study - Key headlines ICF: 55% Non ICF: 51% ICF:87% Non ICF: 80%

PwC 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 2012 Slide ICF Global Coaching Study - Key headlines

PwC Global Base: 11,300 The biggest opportunity in the future…. In 2007, more than three quarters of coaches agreed that “the profession will become more grounded in Return on Investment (ROI)…” % 2012 Slide 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 ICF Global Coaching Study - Key headlines Slide 28 Experience/ years as a coach Credential Membership Position of the client Duration of the engagement Number of methods used to evaluate coaching

PwC What’s next? ICF Global Coaching Study - Key headlines

PwC 2012 Global Coaching Study - Final Report is published and available for purchase. Seven chapters-more than 140+ pages of analysis! What’s next? ICF Global Coaching Study - Key headlines Slide 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.

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PwC Appendix: Responses by Region (Europe)

PwC Appendix: Responses by Region (Americas, Middle East and Africa)

PwC Appendix: Responses by Region (Asia and Oceania)