Global Coaching Survey - Frank Bresser Consulting
Global Coaching Survey - Frank Bresser Consulting
Global Coaching Survey - Frank Bresser Consulting
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<strong>Global</strong> <strong>Coaching</strong> <strong>Survey</strong> 2008/2009 euRope<br />
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Belarus, Bosnia & Herzegovina, Bulgaria, Croatia, Czech<br />
Republic, Estonia, Hungary, Latvia, Lithuania, Macedonia,<br />
Moldova, Montenegro, Poland, Romania, Russia, Serbia, Slovakia,<br />
Slovenia and Ukraine), is coaching today widely accepted<br />
and used as a business tool. Only nearly 5% (about<br />
850 coaches) of the 18,000 European business coaches<br />
are based in the former communist countries (though these<br />
comprise around 40% of the population of Europe).<br />
Czech Republic and Slovakia<br />
However, coaching has been progressing steadily - particularly<br />
in the Czech Republic and Slovakia. In these two countries,<br />
coaching is in the growth phase already, increasingly<br />
accepted and used as a business tool, and advancing towards<br />
becoming a profession. What is more, international coaching<br />
conferences are regularly taking place in both countries.<br />
Russia<br />
<strong>Coaching</strong> is gaining momentum and dynamism in Russia<br />
where coaching is in the introduction phase (at least 100<br />
business coaches). Interestingly, coach training businesses<br />
are flourishing in the country and there are a number of<br />
coach schools. However, it is important to know that this is<br />
not necessarily true for business coaching institutes, but<br />
mainly for private, personal growth training companies and<br />
for psychotherapist companies. This may be one reason why<br />
businesses today are still rather reluctant to use the term<br />
“coach” in their organization.<br />
<strong>Coaching</strong> contracts mainly come from European and US<br />
companies, also from big Russian companies run by advanced<br />
CEOs and HR Directors. So you sometimes find people also<br />
in local companies who are committed to developing a coaching<br />
approach in their organisation.<br />
The coaching market in Russia is quite “wild”. Accreditation<br />
is not a requirement yet for consultants who work as<br />
coaches. Few people have really completed a high-quality<br />
coaching training/accreditation.<br />
When comparing the results of the European <strong>Coaching</strong><br />
<strong>Survey</strong> 2007/2008 and the results of the <strong>Global</strong> <strong>Coaching</strong><br />
<strong>Survey</strong> 2008/2009, we find that East Europe turns out to<br />
be a rather dynamic area, where coaching is gaining more<br />
momentum. <strong>Coaching</strong> made progress within very short time<br />
in Bulgaria, Croatia, the Czech Republic, Romania, Russia<br />
and Slovakia.<br />
However, coaching still has a long way to go to become a<br />
profession in Eastern Europe. <strong>Coaching</strong> in Bulgaria, Croatia,<br />
Hungary, Poland, Romania, Slovenia and Ukraine is still in<br />
FRank bReSSeR ConSultinG & aSSoCiateS<br />
exCellent CoaCHinG SolutionS<br />
the introduction phase. And it hasn’t yet left the pre-introduction<br />
phase in Estonia, Latvia and Macedonia. No visible<br />
coaching industry could be identified in Albania, Belarus,<br />
Bosnia & Herzegovina, Moldova or Montenegro. In Serbia an<br />
international coaching association recently founded a new<br />
chapter (EMCC), so coaching is entering the introduction<br />
phase there now.<br />
It can be observed that the coaching industry in East<br />
Europe is facing very similar issues and challenges today<br />
to those many Western European countries encountered<br />
when they began to introduce coaching in the past:<br />
• Lack of understanding on what coaching is, what are<br />
its benefits and what is required to become a professional<br />
coach<br />
• No clear distinction between coaching, consulting, training<br />
and therapy<br />
• A high need for more information and education on coaching<br />
in the public<br />
• Lack of professional coaching standards and coaching bodies<br />
• Lack of professional coaching training<br />
• Difficulty to start a business and win clients in a coaching<br />
market that still needs to be created<br />
• Overcoming cultural barriers and existing misconceptions<br />
on coaching<br />
• Incorrect usage of the word coaching<br />
Beyond these general points, the following, more regionspecific<br />
aspects (mentioned by participants in their survey<br />
answers) may also be important and help to partly explain<br />
the current coaching situation:<br />
• The heritage of the communist era may sometimes make<br />
it more difficult to promote and sell coaching successfully<br />
(you find a lower significance and perceived value of<br />
individual learning and development measures in general<br />
and thus also of coaching; lack of a differentiated range of<br />
services and service providers; a general reluctance to buy<br />
and pay for such services).<br />
• Western multinational companies are often an important, if<br />
not the only, driver for the emergence and development of<br />
coaching in a number of former communist countries.<br />
• Domestic managers may have mixed experiences of the<br />
Western influence. So there may be reservations about the<br />
West leading to reservations about coaching - as a service<br />
originally coming from the west - and Western coaches.<br />
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Copyright © 2009 by <strong>Frank</strong> <strong>Bresser</strong> <strong>Consulting</strong> | All rights reserved.
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