The number of coaching schools is also growing fast. In Madrid alone, 20, including universities, are currently offering programmes. In other Spanish regions there are at least as many as in Madrid. This year, more than 1,200 new coaching professionals with diplomas have come on to the scene.
Doubts have been voiced about the quality and effectiveness of some of the programmes. At the last AGM of the Coaching Association of Spain (Aecop) on 24 June, a motion was passed asking the association to review the quality of schools that seek its backing for programmes.
A recent, thorough inquiry into the profession showed that the actual number of professional coaches who offer their services to the market is 170. In my own experience, many students/participants in different schools want to learn and practise coaching to apply it in their own companies, trades or professions.
Accreditation is also a hot issue. The report says that 86 per cent deem accreditation to be indispensable and 13 per cent advisable, but there is confusion as to what accreditation means, as the report sees it as equal to attaining a diploma. Thus, 54 per cent declare they have completed a training programme approved by the International Coach Federation and 16 per cent that they are accredited by Aecop. This is not the same thing because the former requires evidence of professional practice and the latter, supervision.
So, at least for Aecop, there is a clear link between accreditation and supervision. According to the report, in 2007, 47 per cent had received supervision and the remaining 53 per cent had not. This is a much lower result compared with similar surveys in other European countries. In my experience, many renowned professionals here are convinced that supervision is for beginners. Aecop is keen to tackle this issue and is asking coaching buyers to demand accreditation from a recognised body and evidence of ongoing supervision. Aecop is also considering specific training and accreditation.
Another important issue in Spain is the size of the market for coaching . The survey puts it at 7.1 m (£ 5.6 m) in 2008 . Although this is not broken down, my guess is that coaching still represents a very small percentage of the total. However, if coaching follows the pattern of markets in other countries, its growth potential is quite sizable. The report finds that the average fee for a session is 305 and the average annual income from coaching is 29,700 per professional. Coaches tend to have other sources of income too, including from training and teaching.
So much for quantitative data. In my view, the profession should focus on how coaching adds value to a business. We are still a long way from figuring out the return on investment of individual coaching. We are closer to estimating it for team coaching because results represented by improvements in strategic actions, decision-taking and communication are more measurable.
Whether or not this hunch becomes fact, I am convinced that in Spain we should be more aware and more able to communicate that coaching is for the benefit of the whole organisation. Encuesta de Mercado de Coaching Ejecutivo 2008 (“2008 report on the executive coaching market”).
The full report is available at jaimebacas@coachingdeventas.com Carlos Herreros is a former president of the Coaching Association of Spain (Aecop), the author of El Directive Feliz (The Happy Manager) and an Apecs-accredited executive coach. He has an MSc in management from London Business School.
Volume 3, Issue 5