Why the Demand for Coaching is Growing

Aug 19, 2023

Read time: 3.5 minutes

"Have you noticed that EVERYONE is, or wants to be, a coach?"

A client was asking me if I had noticed the same thing. We were out for coffee as one of their clients, a billionaire, had flown them into Toronto for a face to face meeting. They continued: "It seems like every week I'm talking to someone new who says they're either getting into coaching or want to become a coach."

"Yeah, I'm seeing it too, and I don't even think we've hit "peak coach" yet." 

I not only agreed, I shared that in my opinion, we're not at the pinnacle. There's way more coaches coming. But I don't think you need to worry.

Here's why the demand for coaching is going to continue to grow. 

The Education System Hasn't Kept Up

Much of the education system's structure and delivery methods haven't changed in over a century. The model was designed to turn rural people into obedient factory workers. Show up on time, line up when the bell rings, stay at your workstation unless you have permission to leave, memorize info, and do as you're told.

It's outdated.

The skills needed for the current and emerging opportunities often aren't taught. Things are changing faster than the curriculum in traditional schools can keep up with. Plus, depending on the country you live in, the cost of college/university is crippling.

This week I spoke to an Australian career coach.

They specialize in helping people get jobs in the green space. The Australian government has made a big commitment to move to a clean energy future, so there's an explosion of job opportunities. But there's a challenge.

There's few people in the country with the skills and experience required to take on these new roles.

The conventional learning methods aren't only behind when it comes to technical skills. I don't know about you, but I definitely didn't have classes that taught me how to figure out what my values and strengths were. Or how to navigate the challenging, emotional, but unavoidable side of daily human interactions.

So folks are seeking alternative ways to grow.

This includes online courses, group programs, YouTube, and 1:1 guidance from people with experience in the thing they want to learn. Those delivering the learning in this new way are filling a need. And their backgrounds vary greatly.

They include teachers, therapists, consultants, and people with life or work expertise in a particular area who are coaches.

A Return to Entrepreneurship

In 1800, 3% of the world's population lived in cities, in 2015 that number was 54%.

The biggest driver of urbanization in the 1800s? Better employment opportunities and the lure of full-time work. How did people earn a living before they moved to cities to work in factories?

Most folks were small business owners.

They were merchants, farmers, seamstresses, masons, and carpenters. Heck, even the pastor was an entrepreneur trying to raise funds and put bums in seats.

And we're currently experiencing a return to entrepreneurship.

A 2016 survey of 7291 respondents in eleven countries found that 36% of people planned to either start a small business or be self-employed within the next 10 years. It was particularly true for millennials, with 50% of them saying they had plans to be entrepreneurial in the next decade. 

I started to summarize why I believe that's the case but this quote by former GoDaddy CEO Blake Irving does it perfectly...

"We're entering a Golden Age for entrepreneurs across the world. The combination of accessible technology, cultural acceptance of startups, and the desire for more flexibility in our lives, is causing people to pursue their true career passions at a rate never seen before in history. The sheer volume of emerging entrepreneurs speaks to a fundamental shift in our society toward ownership and controlling one's fate."

Why is this boom of entrepreneurs increasing the demand for coaching?

Two reasons....

  1. Whether people realize it or not when they start their entrepreneurial journey, it's the absolute craziest self-development ride on the planet. You have to be constantly trying new things and putting yourself in uncomfortable situations to succeed. Do you have fears, insecurities, or unprocessed childhood traumas? Buckle up. There's nowhere to hide from them when you start carving your own path.
  2. Entrepreneurs are more likely to see the value of coaching. It's common, acceptable, and even encouraged in entrepreneurial circles to have a coach.

But what about the people who aren't entrepreneurs? And what if you don't coach entrepreneurs?

We're Living a Life After God

A couple generations ago, most people were part of a church, synagogue, or mosque.

Gallup has been tracking church membership in the US for eight decades. When Gallup first measured it in 1937, U.S. church membership was 73%. In 2020, only 47% of Americans said they belonged to a church, synagogue, or mosque.

Millions of people are now living life without God.

The Bible and Quran provide a map to navigate the wild human experience. When people who are part of a religious community feel lost, overwhelmed, or uncertain about a big life decision, they seek out the guidance of an elder in their community. Maybe even their Rabbi, Mullah, Pastor, or Reverend.

What happens when that's missing?

It's not as if humans suddenly stopped facing difficult situations or contemplating the meaning of their lives. So people are seeking answers elsewhere. They're craving connection, community, and guidance from others.

For a growing number of people, the answer is coaching.



When you're ready, here's 3 ways I can help you:

1. Clarity, Clients, + Confidence Workshop: Want to learn exactly what you need to consistently grow your coaching business with clients you love to serve, without the BS? Check out the free workshop here.

2. Die Before They Do: "It's a work of art! The depth and raw humanity is unparalleled!" and "Must read for anyone on a personal development journey- especially entrepreneurs." Those two of glowing five-star reviews of my book Die Before They Do.

3. Do you live in the Toronto area? "Connecting with awesome people, learning a lot, getting greater clarity on my business, feeling fired up, focused, and nourished" <--- That's a mashup of the feedback people provided about the last in-person event I put together. I'm hosting an intimate in-person workshop + mastermind in Toronto on Sept 23rd. We're capping it at 33 people and there's only 15 spots left even though it's still over a month away. It's by invite + referral only. Want to know more? Email robb (at) growthhabit.org

Get it first. Increase your impact + grow your business

Get actionable tips on attracting Dream Clients, increasing your impact, and growing your coaching business every Saturday morning.

I'll never share, sell, or do any other shady nonsense with your information. Nope. I'm not down with that.