What is coaching?

Coaching can be seen as a human development process that involves structured, focused interaction and the use of appropriate strategies, tools, and techniques to promote desirable and sustained change for the benefit of the coachee and potentially other stakeholders (Cox, Bachkirova & Clutterbuck, 2010).

Our definition

At maximy, we define coaching as “a conversation that explores and aims to improve a coachee’s wellbeing, performance and development by supporting and challenging their self-awareness and resourcefulness”.

At its simplest, coaching is a practical and powerful process of dialogue for helping people achieve changes they want in their work or life. The coaching conversation is an opportunity for a confidential, focused dialogue around an issue that currently concerns you.

It enhances the quality of your thinking: helping you understand issues more clearly, see through your blind spots, make more considered decisions. It helps you see yourself as others see you and understand why people around you are doing what they do. The dialogue is around your health and wellbeing, your development and your performance.

Our definition

Coaching qualifications

Coaching is a young field. It started in the 1970’s, and now there are over 50,000 accredited professional coaches in the world. The industry is becoming more mature, professional and regulated.

Coaches should be affiliated to a governing body, such as the AC, APECS, ICF or EMCC. Ideally, they should be accredited above the basic entry-level accredited status. It is a mark that they have undergone a minimum of “coach-specific” training hours, are engaged in continuous professional development, have supervision and insurance.

Nearly all our coaches are accredited executive coaches or are members of a professional body (such as the BPS, APA or BACP) and often at the highest levels.