We’ve just returned from an incredible few days exhibiting at ICF Converge 2026 in Washington, D.C. It was a fantastic opportunity to meet coaches from around the world, reconnect with familiar faces and get to know so many new people.
There’s something special about bringing so many people together who share a genuine passion for coaching. The energy throughout the conference was brilliant, and it was encouraging to see the enthusiasm, ideas and conversations taking place.
For me, events like Converge are a great reminder of why we chose to focus Mativus on supporting coaching businesses. The coaching profession has an exciting future, and we’re delighted to be part of it.
Coaching continues to grow
Around the same time as the conference, I was reading the recently published 2026 ICF Global Consumer Awareness Study. It’s an interesting report that explores how consumers around the world understand coaching, what they value and what influences their decision to work with a coach.
One of the encouraging findings is that awareness of coaching continues to grow. According to the study, 74% of consumers globally are aware of coaching, while 66% have a positive impression of it. That’s a strong foundation for the profession to build on.
More people are recognising coaching as something that can help them develop, overcome challenges and make progress in their personal and professional lives. And for those who have experienced coaching, the findings are positive too. The study reports that 84% of people who have been coached were satisfied with their most recent experience.
There’s clearly a great deal to be optimistic about.
From interest to taking action
One finding in particular caught my attention. The study found that 56% of consumers would consider coaching, yet only 35% intend to engage a coach within the next 12 months.
It’s an interesting difference, and one that raises a question for the profession.
If people are increasingly aware of coaching and recognise its value, what might be stopping them from taking that next step?
The report explores several reasons. Some people don’t see coaching as something they personally need. Others are uncertain about the benefits, the cost or whether coaching would be right for them.
It highlights an opportunity to help people better understand the relevance and value of professional coaching. And that’s something I’ve been thinking about quite a lot.
Making it easier for people to understand the value of coaching
At Mativus, we spend a lot of time working with established coaching businesses. These are often experienced coaches who have built strong reputations and are already attracting attention through referrals, networking, speaking engagements and content.
They know the value of what they do. The challenge can be communicating that value in a way that helps the right people understand why coaching might be relevant to them.
Someone might hear a coach speak at an event, come across their LinkedIn content or receive a recommendation from a colleague. They’re interested enough to look them up, and what happens next matters.
Does the coach’s website clearly explain who they help? Can visitors understand the outcomes they work towards? Is there an easy way to learn more or start a conversation? And if someone isn’t quite ready, is there a useful next step that helps them build confidence in their decision?
These are all relatively simple questions, but they can make a meaningful difference to someone’s experience. It’s also where we focus much of our work at Mativus, helping coaches connect their messaging, website and follow-up into a clearer journey for their prospective clients.
The ICF study is an encouraging reminder of why this work matters.
An exciting future for the profession
Of course, helping more people experience the benefits of coaching is a much bigger challenge than any one business or organisation can solve. It involves continued education, professional standards, greater understanding and the work of coaches themselves.
That’s one of the reasons I found ICF Converge so enjoyable. Being surrounded by so many people who are committed to developing the profession, supporting their clients and sharing their experiences gives you a real sense of what the future could look like.
The awareness is growing. The value of coaching is increasingly recognised. And there are opportunities to help more people take that first step.
For those of us working alongside the coaching profession, there’s plenty to be excited about.
Thank you, ICF Converge!
A big thank you to the ICF team for organising such a fantastic event. It was wonderful catching up with old friends, meeting new faces and having so many interesting conversations throughout the conference.
And thank you to everyone who visited us at the Mativus stand. We thoroughly enjoyed our time in Washington, D.C., and we’re looking forward to continuing the conversations and relationships that started there.
Here’s to an exciting future for coaching, and to helping more people experience the difference it can make.
