But sustaining momentum relies on faster tech adoption, with only 19% investing in new tools last year
Lexington, KY, USA – The coaching industry contributed an estimated $5.34 billion to the global economy over the past year, according to the International Coaching Federation’s (ICF) Global Coaching Study 2025, marking a 17% increase on the 2023 figure.
The report also points to continued expansion across the industry. The number of coach practitioners has risen by 13% from 2023, reaching a record 122,974, with 90% of coaches serving active clients.
Confidence also remains high from emerging regions heading into the next year, with 59% of respondents expecting revenue to increase over the next 12 months. The strongest optimism came from the Middle East and Africa (71%), Latin America and the Caribbean (66%) and Eastern Europe (63%) and Asia (59%).
These regions are showing even greater promise as they lead the way in client number growth. The highest increases are reported in the Middle East and Africa (72%), closely followed by Latin America and the Caribbean at 65%, Asia at 63% and Eastern Europe at 62%.
However, sustaining this impressive growth in the coming years will depend, in part, on the adoption of new technologies such as AI. More than half of coaches (54%) believe that improved coaching platforms and technology-driven solutions are a priority to meeting future client demands, with AI expected to play a key role.
Generative AI can help coaches strengthen their personal brand by clarifying who they are, what they offer and how they communicate that value to clients. AI can also support the structuring and refinement of key messages, while creating clear, accessible content that is more likely to be surfaced in search and AI-generated results.
However, despite these benefits, just 19% of coaches invested in new technology such as AI in the past year. Over half (53%) report that digital platforms have not been implemented into their services.
Luigi Centenaro, Managing Partner, BigName.pro says: “The safe and effective use of technology, including AI, is central to ensuring that the coaching sector maintains its exciting level of growth in an increasingly competitive market. Used well, Generative AI can act as a supportive partner, helping coaches as they define their personal positioning, values and distinctive point of view, while staying true to their authentic voice.”
Magdalena Nowicka Mook, CEO, International Coaching Federation says, “Education is vital to help coaches understand how AI can support them in attracting new clients, retain existing ones and grow their brand effectively. At ICF Converge Summit 2026, attendees from around the world will discover how to leverage AI effectively, enabling them to move beyond any pre-existing fears or misconceptions and adopt new tools with greater confidence.”
Attendees to ICF Converge Summit 2026 will have the opportunity to engage and grow through immersive learning experiences, with every session designed to help strengthen coaching practices.
Registration remains open. For more information visit: icfconvergesummit.com
