Fee Ranges for Coaching Services

There is chaos in the coaching industry.

Consider these facts:

  • The coach training industry is estimated at 53,500 global coach practitioners and over $2B in annual revenue, with 115 accredited coach training programs (ICF, 2016).
  • The top future obstacles for coaching are (a) untrained individuals and (b) marketplace confusion (ICF, 2016).
  • The top future opportunities for coaching are (a) increased awareness of the benefits of coaching, and (b) credible data on ROI/ROE/outcomes (ICF, 2016).
  • Many professional consultants or coaches do not adhere to evidence-based protocols (Foster & Auerbach, 2015; MacKie, 2014).


My opinion is that the chaos in the coaching industry can be reduced.

So here is one small effort to reduce that chaos, using price ranges and best practices:

1.  Individual Coaching Services.  Fees range from $6,000 –  $50,000 for 6 months.   The average investment for organizational leaders in executive coaching  is $25,000 for 6 months and about 40 hours.  The average investment for small business leaders in executive coaching is $6,000 for 6 months and about 20 hours.   All coaching engagements should focus on a measurable behavioral outcome or purposeful goal for the client’s agenda.  Be wary of anyone who offers a term of engagement shorter than 6 months.  Or an hourly rate. Be wary of anyone who cannot describe their coaching process.  For details on the AD-FIT™ coaching process that we have developed and researched with thousands of coaching engagements, please contact us for details.    We know what works.  Be wary of anyone who charges additional fees for assessments, a sample intake, books, materials, or excessive travel…  Only select coaches who provide tremendous value and exceed that promise.  Only select coaches who guarantee results for their services.  Only select coaches who can explain their theoretical model for evidence-based interventions.  We know that positive psychology, strengths-based coaching, signature strengths, and positive organizational leadership defines success.  Still confused?  Then call us for details.  Current clients can schedule your coaching sessions here.


2.  Team Coaching Services.  Fees range from $1,000 per person to $4,000 per person for 6 months.  There is a trend toward providing coaching services that bundle clients together by team (e.g., the IT department in Houston) or by group (e.g., all district managers or all newly promoted supervisors.)  Many coaches bundle these services for one reason– because the coaches then make more money.  We all need to make money.  However, that is not a compelling reason to bundle valuable services into a commoditized market such as “online team-coaching modules…”  There is conflicting data on the value of these team coaching engagements for coaching clients.  Yes, we can provide that data upon request.  Yes, we LOVE to provide team coaching programs.   Contact us for details or referrals.


3.  Organizational Coaching Services.  Fees range from $15,000 – $50,000 per person for 6 months.  There is massive value to any organization if they can be guaranteed access to pre-qualified coaches in New York as well as Mexico City and Paris, for instance.  These service providers can provide breadth for any initiative in any geography, thereby increasing the likelihood of alignment and implementation.  Some are disreputable.  Most are very good networks.  If interested in scale for a specific industry or business need, then you need to select an organizational coaching service provider.  We have managed organizational coaching engagements since 2005.  One of our partners is the largest global providers of executive coaching, with 1,200+ coaches in 55+ countries.  We can provide solutions anywhere,    Contact us for referrals.


4.  Organizational Assessment Services.  Fees range from $500 – $28,000 per person.  Assessments range from an individual validated tool such as the Hogan or DISC (there are now over 15,000 validated assessments) to multi-rater, multi modal assessments with high predictive validity.  We can provide both.   And we can provide virtually any individual or organizational assessment.  At near-wholesale rates.   Contact us for details or referrals.


Since 1997, we have seen tremendous changes in the business and leadership coaching services industry.

As a timely example, minutes ago I received a cold call from a “leader” in the sales coaching software industry.  I quickly learned that he knew less about the industry than he should, and I excused myself from the call.

If you are interested in seeing coaching industry trend survey reports please contact us.


Now you have some pricing numbers and best practices.  So what is your next step?

  1.  You have to vet coaches.  Call 3-4 of the best.  Read their testimonials.  Make sure that they are working on their own professional development.  I have hired sales coaches at times.  And business coaches at other times.  The terms were clean.  Their value was tremendous.  I currently work with 2 of the best coaches in North America.  (Perhaps I need more help than most people.)  Make sure that your coach focuses on value, and guarantees their work.
  2. Then call us.  Contact us here.    Current clients can schedule your coaching sessions here.


There is no reason to be fearful.  

What are you waiting for?  Call Doug Gray, PCC, at 615.905.1892 today.

Download this list of services and investment levels now:

ALA 1p for website