Toni Binstead & Anthony M. Grant

Objectives: This exploratory study sought to extend the limited knowledge base about the executive coaching industry in Australia.
Design: A qualitative process of emergent thematic coding using information from participants.
Methods: Twenty-eight Australian executive coaches were interviewed using a qualitative conversational interviewing methodology. Participants were recruited using a snowball survey method in which each participant recommended other potential participants.
Results: The findings were that the executive coaching practitioners in this research use a variety of alternative titles apart from "executive coach" and supply other services in conjunction with executive coaching. Additionally it was found that, contrary to previous Australian research, the majority of executive coaching practitioners in this research could identify their direct competitors by name. Also in contrast to past research, most of the participants in this study were trained to recognise mental health problems. The most commonly seen mental health issues in this sample’s clients were stress, depression and anxiety, with personality disorders rarely observed. No coaches in this study charged under A$200 per hour and the majority of participants charged between A$400 and A$799 per hour.
Conclusions: The findings in the present study differ in many respects from past research into the Australian coaching industry, particularly in relation to the levels of competitive awareness found in past research into Australian business coaching firms. There may be important differences between Australian executive coaching practitioners and those coaches who specialise in business coaching. Limitations to the study are discussed and suggestions made for future research.

Keywords: Executive coaching, coaching industry Australian coaching, business coaching, life coaching.

Full article: Volume 3, Issue 1 pages 43 - 56