2026 ICF Global Coaching Study Executive Summary

Awareness. Experience. Trust.

That’s the story behind the 2026 ICF Global Consumer Awareness Study. The Executive Summary follows each one from the consumer’s point of view: how people come to coaching, what coached consumers say they gain from it, and how they feel about AI in the process.

Coaching is better known and more positively regarded than ever, but participation still trails interest.

Key Findings at a Glance

• Awareness is up, but participation isn’t keeping pace. 74% of consumers are aware of coaching and 66% hold positive perceptions, yet only 17% have participated.
• Those who try coaching are satisfied. 86% of coached consumers report satisfaction, and a strong majority say they’d likely participate again or recommend coaching to others.
• Relevance and cost are the top barriers. Among consumers who haven’t been coached, the most common reasons are not seeing a need and cost concerns.
• AI is expected to play a role, but not replace coaches. Nearly three-quarters expect technology to play a moderate or major part in coaching, yet 80% prefer coaching to remain human-led.
• Human connection still sets coaching apart. Consumers’ top concerns about AI are the potential loss of empathy (43%), understanding (38%), and human connection (36%).

Why It Matters

These findings offer a consumer’s-eye view of the coaching profession today. They show how familiar and well regarded coaching has become, where interest and participation diverge, and how consumers feel about technology and AI in coaching.

Why You’ll Love This Study

ICF again partnered with PricewaterhouseCoopers (PwC) to conduct this research. This time the focus is on the public rather than practitioners, drawing on consumers’ own views of coaching, whether or not they’ve been coached.

Get the Executive Summary

Download the 2026 ICF Global Consumer Awareness Study Executive Summary for a clear, data-driven look at how consumers view coaching today and what they expect from its future.