The Steinhoff Saga Management review - University of Stellenbosch Business School

July – December 2019

State of Play in African Coaching

Report The state of play in African coaching
  • Report by Nicky Terblanche, Jacques Myburgh and Jonathan Passmore
  • DEC 2019
6 minutes to read


How is the coaching profession doing in Africa?

Globally, coaching is US$2 billion industry. Research on all aspects of coaching is therefore warranted. In 2016, the European Coaching and Mentoring Project was undertaken to explore coaching practices across Europe. In 2019, the same research was repeated in Africa to gain deeper insight into how coaches and coach providers practice coaching on the African continent, as well as to situate coaching in Africa within a wider context. This report provides an overview of the results, as well a comparison to the European results.

Coaching practice data was gathered via an online survey based on the original European Coaching and Mentoring Project, excluding the mentoring dimensions. In certain cases, the questions were tailored for the African context.

What did the study find?

The results indicate a significant similarity to the European study, although in a minority of instances there are telling differences. The relative similarity of coaching practice in Africa and Europe bodes well for an emerging discipline striving for professionalisation. However, it is also clear that Africa has unique needs and challenges, prompting coaching to deviate from European coaching norms where necessary.

The survey looked at, among others, the following:

  • How much time do coaches in Africa spend on conducting coaching?
  • How much do they charge?
  • How many years do the majority of coaches have?
  • What do the commissioners of coaching look for in a coach – a professional qualification or experience?
  • Which coaching models are preferred for career coaching? And for specific issues?
  • Do coaches prefer written or verbal coaching agreements?

This research was commissioned by the University of Stellenbosch Business School in association with Coaches and Mentors of South Africa (COMENSA) and the Henley Centre of Coaching.

Download full report

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