Strengthening Coaching in the Middle East

The Global Growth Blog Series | Part 1

Coaching is growing all around the world, strengthening company cultures and pushing through barriers to improve individuals’ personal and professional development. As we celebrate the 30th anniversary of ICF’s existence and look ahead to ICF’s next 30 years, I am excited to kick off a new blog series celebrating coaching’s global growth — and what it means for you.

This series will spotlight how ICF is building relationships and expanding coaching’s reach across industries and cultures. As awareness and opportunities grow globally, ICF members, credential-holders, and stakeholders benefit from increased visibility, international possibilities, and deeper connections within a thriving global community.

Coaching Growth in the Gulf Cooperation Council

The first spotlight in this series is on a region of vibrant change and opportunity: the Gulf Cooperation Council (GCC). In June, leaders from ICF, including myself, had the privilege of meeting with 12 diverse organizations in Saudi Arabia and the United Arab Emirates to:

• Reaffirm ICF’s global mission to advance coaching excellence, impact, and value worldwide.
• Demonstrate how our coaches transform societies and promote excellence.
• Explore how coaching can — and already has — benefitted their organizations as a strategic enabler of growth, performance, and culture.

The GCC is emerging as a regional and global hub for innovation, investment, and social transformation. With rapidly diversifying economies, national development strategies, and a growing workforce of professionals from all over the world, the region is perfectly positioned for the transformative power of coaching.

As key organizations — from government entities and agencies to private technology companies and nonprofits — begin to understand the impact of coaching, they’re seeing firsthand how it can unlock potential, build leadership capacity, and empower employees at all levels.

A Shift in Mindset: Coaching Gaining Traction

I previously visited the region more than a year ago, and at that time, many companies were hesitant about implementing coaching. That mindset has since shifted. Today, coaching is not only better understood — it’s increasingly viewed as a strategic investment.

A few standout moments from our recent visit include:

• Exploring with the Saudi Electric Company how coaching is an empowering tool that can lead to organizational and cultural excellence. We’re excited to continue strengthening this partnership to deepen coaching’s impact in their organization.
• Discussing with Dubai Airports how to integrate coaching into leadership skills and company culture, laying the groundwork for positive ripple effects across one of the world’s busiest and most dynamic airports.

And these are just two examples. From conversations with government agencies and tech companies to education leaders and local ICF chapters, one message was clear: Coaching aligns with the region’s desire for sustainable growth, and ICF coaches are uniquely equipped to meet that need, supporting both individual growth and broader societal transformation.

The Role of Local Chapters and Members

Coaching is gaining greater understanding and acceptance in the GCC — thanks in large part to the dedication of our local chapters and members. Their efforts have been instrumental in raising awareness of coaching, demonstrating impact, and creating new opportunities across the region.

For example, ICF chapters in Saudi Arabia and Dubai were not only instrumental to this visit but also have put in significant effort fostering relationships and growing programs in the region. Their efforts are proof that when coaches step forward as ambassadors, the ripple effect is real — and powerful.

Strategic Insights and Opportunities

Throughout our meetings, the ICF team learned a great deal about the region, including:

• Coaching is increasingly seen as strategic. From leadership development to cultural transformation, coaching is being recognized as a catalyst for growth and change in government, business, and civil society and across all levels of organizations.
• Awareness is growing. The more leaders and stakeholders understand the impact of coaching, the more they see it as essential to achieving national and organizational goals.
• Doors are opening. As interest and understanding grow, so do opportunities for ICF coaches. Raising visibility in the GCC isn’t just good for the region; it also creates pathways for coaches worldwide to contribute, collaborate, and serve.

We will continue strengthening relationships and raising awareness of coaching in the GCC to ensure coaches are well positioned to meet the region’s growing demand.

Charting ICF’s Course in the GCC Region and Beyond

As coaches, we’ve seen coaching’s power up close. But many around the world are only beginning to discover what it can do. That’s why ICF is committed to raising awareness, building relationships, and creating meaningful opportunities in regions all around the world.

The more organizations and governments understand coaching’s impact, the more they recognize its potential to drive meaningful change. And as that recognition grows, so do the opportunities for coaches to make a difference — locally, regionally, and globally.

What This Means for You

As coaching becomes a global language of transformation, your skills, presence, and passion are more valuable than ever. I invite you to:

• Stay informed: Follow this blog series to learn where coaching is thriving and how you can get involved.
• Get connected: Reach out to your local ICF chapter or engage with peers in new regions.
• Be ready: As opportunities emerge in regions like the GCC, coaches with curiosity, cultural sensitivity, and global perspective will be in demand.

Looking Ahead

This visit certainly wasn’t the start of ICF’s efforts to advance coaching in regions like the GCC, and it certainly isn’t the end. I look forward to sharing more stories of coaching’s growth and impact around the world. Together, we are not only advancing a profession, but we are also transforming lives, organizations, and societies.