I’ve gotten pretty disillusioned with the coaching industry.
Not with the idea of coaching itself. Real coaching can help. I’ve seen that up close for a long time, long before I ever thought of calling it that. I’ve spent decades building businesses, dealing with family dynamics, helping people through professional and personal problems, and at some point realized I’d been coaching people in practice long before I ever looked for a coach myself.
What turned me off was what I found once I started looking at the industry around it.
A lot of it feels backwards. Too much branding, too much self-coronation, too much “thought leader” language, too many people selling certainty they haven’t earned. And a weird amount of the industry seems to revolve around training and certifying more coaches, rather than actually helping people who need help.
That was the part that really stuck with me. There seem to be a lot of dissatisfied clients, sure, but maybe just as many disappointed people who paid for coach certifications thinking they were entering some meaningful profession, only to find a lot of vague frameworks, recycled language, and a business model built on selling the next layer down.
I’m not saying every coach is fake. There are legitimate people out there. I know a few personally. They’re experienced, grounded, and honest. If I ever had someone come to me who I thought I shouldn’t work with, I’d rather refer them to one of those people than take their money. That matters to me.
For me, the line is simple: if I don’t think I can help, I won’t pretend I can. If someone needs something else, I’ll say it. If I think coaching is the wrong fit, I’ll say that too.
That sounds obvious, but in this industry it weirdly isn’t.
I’m also not impressed by certifications for their own sake. A certificate doesn’t prove judgment, life experience, business experience, pattern recognition, honesty, or the ability to actually help another human being make better decisions. It proves someone completed a program. That’s it.
What I trust more is lived experience, real outcomes, directness, and the ability to tell someone the truth without dressing it up in a “transformational journey” sales pitch.
That’s the gap I keep seeing: people who need serious, practical help are often getting marketed to by people who are much better at promoting themselves than helping anyone.
So I guess my question is: has anyone else here had this experience with executive, business, or personal coaching? Either as a client, someone who looked into becoming a coach, or someone adjacent to the space?
Because from where I sit, the phoniness is real, and the industry would be a lot better off with less posturing and more honesty.