01 / Grow
Grow your coaching business
Marketing, positioning, thought leadership, LinkedIn, trust, referrals, pricing, sales and client acquisition.
4 resources
Resources
Resources for Independent Coaches
There is no shortage of advice about how to become a better coach.
This collection is slightly different. We look for useful research, reports and ideas that can help independent coaches build stronger businesses — from marketing and finding new clients to AI, sales, winning organisational work and understanding how the coaching industry is changing.
We read them first and pick out why we think they are worth your time.
Four places to start
02 / Organisations
Winning organisational work
Corporate coaching, organisational buyers, public-sector contracts, tenders, procurement, consortia, frameworks and larger contracts.
4 resources
03 / AI
AI & technology for coaches
Using AI to run a coaching business, marketing and sales automation, productivity, and what AI may mean for the future of coaching.
5 resources
04 / Industry
The coaching industry
Market growth, industry research, fees, trends, future scenarios and coaching market intelligence.
4 resources
A few we would start with
Not a feed. A short set of reports that repay a careful read.
Grow your coaching business · Registration required
Can thought leadership help an independent coach win corporate clients?
Edelman and LinkedIn · June 2025
The seventh annual Edelman–LinkedIn study looks at how thought leadership reaches both visible buyers and the quieter internal voices that can help or halt a deal.
Why we picked it. It shows why useful thinking can help a lesser-known coach become easier to take seriously inside a buying group.
Winning organisational work · Free to read
Could independent coaches win more public-sector contracts?
UK Government Commercial Function · November 2024, updated August 2025
Official guidance on the Procurement Act 2023 regime, Find a Tender, and how smaller suppliers are expected to register and bid for public-sector work.
Why we picked it. It is the government’s own starting point for suppliers, including small businesses, under the current procurement rules.
AI & technology for coaches · Free to read
What are UK businesses actually doing with AI?
Department for Science, Innovation and Technology · 28 January 2026
DSIT’s survey of 3,500 UK businesses finds AI use is still modest: 16% are using at least one AI technology, and 80% have no current plans to adopt it.
Why we picked it. It is a useful corrective to the idea that every organisation you coach in is already running on AI.
The coaching industry · Registration required
Is being a great coach enough to build a successful coaching business?
ICF and PwC · September 2025
ICF’s sixth global study, conducted with PwC, estimates 122,974 coach practitioners worldwide and $5.34 billion in annual coaching revenue, with many coaches already earning from work beyond coaching itself.
Why we picked it. The market is growing, and so is the number of coaches — which makes the business around the craft harder to ignore.