I recently read a thought provoking post by a senior Coach on Linkedin and he spoke of things that I have been observing since the past few years. It was almost as if he voiced all my opinions in a straightforward manner and while I do not know him personally, I realised that my observations were in sync with what many Coaches in India have been observing. Almost immediately, my thoughts became words and here I am trying to consolidate what he said and add on to the same.
There is no denying that the coaching industry in India has exploded. What was once a niche, deeply reflective practice has now become a crowded marketplace. Well! This is good news right? But maybe it is not. Along with some exceptionally trained and ethical professionals, the space has also attracted those who are trained but not equipped, self-named or who view Coaching purely as a scalable business model rather than a responsibility. A point that I cannot help but keep thinking about. Coaching is different from a Coaching Business model.
The real concern is not the explosion. In fact, sometimes explosions are akin to growth and are always welcome.
The concern is Dilution.
Excellent Coaches are rare because excellence in coaching demands far more than frameworks and certifications. It requires inner work, maturity, restraint and the ability to sit with complexity without rushing to fix. When this rarity is overshadowed by volume, the system suffers in a way that clients get confused, outcomes weaken and trust erodes.
So the real question for organisations, individuals, and HR leaders is this:
How do we recognise a good Coach? How are they truly judged in a way that they can be trusted with the growth of their people and of themselves. What Actually Signals Credibility in a Coach?
Having been an Executive Coach for over 16 years now and over a decade spent before that in the area of Human Resources, I can say that while there is no single marker which guarantees excellence, a combination of the following offers a far more reliable lens. This comes from interacting with senior Coaches, Coaches who I admire and have been mentored by and the very diversity of clients that I handle through Brewathought(a firm I built offering Coaching, Training, HR and PoSH related services). The list goes like this –
- Certification from a credible, globally or nationally recognised body (ICF accredited)
I am not talking just of completion certificates, but those with rigorous assessment, supervision, and ethical standards. Ask your potential Coach about how they completed this. What kind of diverse group were they exposed to, how difficult was it and what was the shift they had whilst undergoing a Coaching certification. - Depth and diversity of past work
Do ask for their experience across contexts, industries, and client maturity levels. Do not just ask for hours logged, but outcomes created. Ask for stories that have been their most challenging. Stories of success. Of course, keep in mind the confidentiality factor. - Personal maturity and self-awareness
Have a conversation with the Coach. Assess their ability to manage their ego, projections and the need to be “right”. Ask them about the tools they generally bring to the table. - Clear ethical grounding
Check if there is respect for boundaries, confidentiality and knowing when not to Coach - Ability to stay with discomfort
Understand that real coaching is not motivational speaking. It requires patience, silence and the courage to ask uncomfortable questions. - Supervision and continuous learning
Good coaches are coached. They seek feedback, supervision and ongoing development. This does not mean certifications are piled on. It means how they work on their own growth. Ask them this question. - Presence over performance
The quality of attention, listening, and neutrality a coach brings is often felt before it is articulated.Also understand the feeling you get when you speak to the Coach. How do they make you feel? - Alignment between intent and practice
Coaching as a profession and that too a responsible one. Ask questions about how they manage the sessions. What steps do they take for their own self care Remember, Coaching is not just a product it is a responsible service.
In a world where everyone can call themselves a Coach, discernment becomes the differentiator. For organisations and individuals alike, choosing a Coach is less about credentials alone and more about credibility in action.
As the industry continues to grow, perhaps the responsibility lies not just with coaches to uphold standards but also with clients and institutions to ask better questions.
Because in Coaching, as in Leadership, depth will always matter more than noise.