Coaching as a Strategic Enabler of Transformation with Saudi Electricity Company

What does it take to move from “using coaching” to becoming a coaching culture? This award-winning case study spotlights how Saudi Electricity Company transformed coaching from an executive development tool into a powerful, organization-wide driver of performance, engagement, and leadership readiness.

Recognized with the 2025 ICF Coaching Impact Award as an Emerging Organization, this story explores how a large, complex energy organization embedded coaching at the heart of its leadership strategy to support enterprise-wide transformation and align with the ambitions of Saudi Vision 2030.

What began as a focused initiative for senior leaders quickly evolved into a multi-layered coaching ecosystem reaching early-career professionals, emerging leaders, department heads, and high-potential talent.

Discover how intentional program design, executive sponsorship, and measurable outcomes helped shift mindsets and behaviors across the organization. This case study offers a behind-the-scenes look at how coaching supported new leader onboarding, strengthened succession pipelines, improved psychological safety, and equipped leaders with practical coaching skills they could use in everyday conversations.

This case study also brings the data to life, sharing tangible business and people outcomes — including improvements in engagement, retention, internal promotions, and operational efficiency — while highlighting the human stories that made those results possible. From creating safe spaces for dialogue to developing internal coaching capability, the organization’s journey demonstrates how coaching can become a strategic lever for both cultural and commercial impact.

Ideal for organizational leaders, HR and L&D professionals, and coaches who are building or scaling coaching cultures, this case study provides real-world inspiration and practical insight into what’s possible when coaching moves from a program to a way of working.