Coaching market grows as AI adoption lags
Global coaching revenue rises 17% to $5.34bn, but limited investment in technology highlights a capability gap across the sector
The global coaching industry generated an estimated $5.34 billion in revenue over the past year, a 17% increase on 2023, according to the International Coaching Federation’s Global Coaching Study 2025.
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 follows 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.
Magdalena Nowicka Mook, CEO of the International Coaching Federation, says education will be key to helping coaches adopt AI tools, particularly in areas such as client acquisition and retention.
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.
Key statistics
Market growth
- $5.34bn revenue, up 17%
- 122,974 practitioners, up 13%
Demand and outlook
- 90% serving active clients
- 71% Middle East and Africa expecting growth
Technology adoption
- 54% prioritise improved tech
- 19% invested in new tools
- 53% not using digital platforms