Coaching Market Grows as AI Adoption Lags

The number of coach practitioners rose 13% to 122,974 and around 90% report actively serving clients.

Growth is being driven by emerging markets. In the Middle East and Africa, 71% of respondents expect revenue to increase over the next 12 months. Latin America and the Caribbean follow at 66%, Eastern Europe at 63% and Asia at 59%.

These regions are also recording the fastest increases in client numbers. The Middle East and Africa reports 72% growth, Latin America and the Caribbean at 65%, Asia at 63% and Eastern Europe at 62%.

More than half of coaches, 54%, identify improved platforms and technology-driven solutions as a priority to meet future client needs with artificial intelligence to support delivery and client engagement.

However, investment remains limited. Just 19% of coaches reported investing in new technology, including AI, over the past year. More than half, 53%, say digital platforms have not been implemented into their services.

Luigi Centenaro, managing partner at BigName.pro, says the effective use of technology will be central to maintaining growth as competition increases.

The International Coaching Federation will address these themes at its Converge Summit 2026, in Paris, looking closely at the application of AI and digital tools in coaching.