Is Life Coaching a Scam? How to Navigate a Growing Industry

Recent articles in major publications like The New York Times and ProPublica have cast a critical eye on the life coaching industry, highlighting serious concerns about unethical practices and questionable training programs. 

Lumia is a leader in the coaching industry and we believe it's important to address these issues head-on. 

Noelle Cordeaux, CEO of Lumia Coaching, and Chris Clark, COO and instructor at Lumia, recently sat down on the Everything Life Coaching podcast to discuss these articles, the state of the coaching industry at large, how to identify reputable training programs, and the transformative impact coaching can have when practiced ethically.

The Reality of Regulation in Coaching

As an unregulated field, coaching has attracted both dedicated professionals and, unfortunately, some bad actors. The recent scrutiny has brought attention to issues such as theft, coercion, and cult-like behaviors by individuals calling themselves life coaches. 

However, it's important to note that these problematic behaviors are not unique to coaching and can be found across various sectors including religion, business and law.

Life coaching is a relatively young profession, less than 40 years old. Formal regulation of the industry here in the United States may still be a decade away, if ever. In the meantime, it's up to individual coaches and training programs to uphold high ethical standards.

"Regulation is not going to take place without legislative will. That means that enough people need to ring alarm bells as such that their local, state, or national legislators will take the time to put forth bills that need to go through our legislative process." - Noelle Cordeaux

The Role of Professional Standards + Ethics

While formal regulation may still be years away in the United States, the International Coaching Federation (ICF) has emerged as a leading global body in establishing professional standards for the industry. ICF accreditation helps potential clients and aspiring coaches identify reputable training programs and practitioners.

So how do we define “reputable”? In our view, a reputable coach training program focuses on ethics, scope of practice, and clearly defining the boundaries between coaching and other helping modalities like therapy. They teach coaches to recognize when a client's needs may fall outside the realm of coaching, and require referral to other professionals when that’s the case.

One specific concern highlighted in recent reporting is the practice of former therapists who have lost their licenses turning to coaching as a way to continue working with clients under the radar. At Lumia, we do not condone this behavior or these practices. 

Coaching and therapy are not the same thing. Coaching focuses on helping clients achieve goals and improve performance, whereas therapy involves diagnosing and treating mental health conditions. 

These issues underscore the need for more education for consumers, alongside clear ethical boundaries and scope of practice in the coaching field.

More Resources:
Coaching vs. Therapy vs. Consulting: What’s the Difference?
Life Coaching Ethics - What Are They, And Why Do They Matter?

ACC vs PCC vs MCC - What’s the Difference Between ICF Coach Credentials?

The Strong Science of Coaching

Despite the lack of formal regulation, there is a substantial body of research supporting the efficacy of coaching. There are many evidence-based outcomes associated with coaching, some of which include:

• Improved performance in workplace productivity, sports, and academic achievement
• Increased goal attainment
• Enhanced self-regulation and self-efficacy
• Greater wellbeing and life satisfaction
• Leadership development
• Career advancement 
• Improved relationships and communication
• Sustainable, ongoing behavioral change

These outcomes are backed by academic and scientific studies, including research from institutions like UNC Chapel Hill and published by the National Institutes of Health.

Lumia’s own life coach training programs are based on evidence-based technique. When coaches graduate from Lumia, they are intellectually, relationally and ethically qualified to work as coaches. Our training is grounded in adaptive therapeutic change technique, goal-setting theory, the science of positive psychology, and much more. 

More Resources:
The Powerful Science of Positive Psychology
The Connection Between Positive Psychology and Life Coaching

Choosing a Reputable Coaching Program

With so many different coaching programs on the market offering every kind of approach and specialization imaginable, it's important for aspiring coaches to do their due diligence when selecting a training program. 

Red flags to watch out for include high-pressure sales tactics, unrealistic promises of quick success, and programs that focus more on marketing and sales rather than coaching skills and ethics.

There are many questions to ask, and be sure that you get answers that satisfy. It's important to ask about the theoretical underpinnings of a program's curriculum. What is the program based on? What methods and techniques do they teach? Reputable programs should be able to clearly articulate the research and methodologies informing their approach.

Key factors to consider include:

1. ICF accreditation
2. Theoretical underpinnings of the curriculum
3. Testimonials and alumni experiences
4. Transparency about pricing and expected outcomes
5. Opportunities for live instruction and mentorship

"Look at the testimonials, talk to people who've done the programs. You'll learn a lot about the values and the vibe of a place by talking to the people who are a part of the school and the community." - Chris Clark

More Resources:

How to Choose the Right Life Coach Training Program
Why You Should Get Your ICF Credential
7 Things to Look for in a Life Coach Training Program

Building a Coaching Practice

There is no such thing as “overnight” success. While some unethical programs may promise instant riches or success, building a sustainable coaching practice takes time, effort, and creativity. (Just like any other business venture!) 

The coaching industry offers various career paths, from one-on-one coaching to corporate training, group coaching, running retreats, and more. Many coaches find success by combining their coaching skills with expertise in other areas to create unique niches, or collaborating with other coaches to form a collective.

To succeed in this field, Ccoaches should develop a clear understanding of their "why" – the passion and purpose driving their desire to coach, and return to it often. This will help orient and sustain a coaching practice over time.

New coaches need to approach this work with a long view, and create their own opportunities. That might look like starting small by offering services in their local communities, giving talks, relying on referrals or participating in groups running workshops to build their client base. 

More Resources:
How To Find a Job As a Life Coach: Your Practical Guide
16 Ways to Find Your First Paid Coaching Client
How to Diversify Your Income As A Life Coach (And Why You Should)

The Impact of Coaching

Despite the challenges facing the coaching industry, professional coaches are creating  authentic, positive change in the lives of their clients. We see it every day in the coaches who graduate from Lumia, and hear it in the stories they bring back from successful coaching conversations.

When practiced ethically and skillfully, coaching helps clients achieve their goals, improve their relationships, advance their careers, and enhance their overall wellbeing.

"The thing I come back to is the impact that my work is having on individual lives. There's no price that I can put on that. That's what it's really all about. That's why we do what we do." - Chris Clark

As the coaching industry continues to evolve, it’s important for both practitioners and clients to approach coaching with a critical eye, seeking out ethical, evidence-based practices and call out inappropriate practices. 

By maintaining high standards, abiding by ethics, and making a commitment to ongoing professional development, coaches can help ensure the field of professional coaching continues to grow in a positive direction – changing the lives of people, organizations, teams, and communities alike.

Considering A Career in Coaching?

Launch your coaching practice right! Check out Lumia Life Coach Training - a program that's every bit as unique as you are. Grounded in science, our ICF accredited program features authentic instructors, a robust curriculum, and fellow students dedicated to becoming a force for good in the world of coaching.

‍Lumia Coaching: Vibrant community. Evidence-based life coach training. Lifetime support.