How to Choose the Right Executive Coach
in the UK

I'm going to tell you something that most coaching websites won't: not every coach is right for every person, and plenty of people calling themselves executive coaches have no business doing so. The coaching industry in the UK is unregulated, which means choosing the wrong coach is a real risk. Here's how to get it right.

The uncomfortable truth about the coaching industry

Anyone can call themselves an executive coach. There's no legal requirement for training, certification, or experience. This means the market includes genuinely transformational professionals alongside well-meaning amateurs and, occasionally, outright charlatans.

I've had clients come to me after wasting thousands of pounds on coaches who had no credentials, no structured process, and no ability to do anything beyond have a pleasant conversation. That's not coaching — that's expensive friendship.

The good news is that the red flags are easy to spot once you know what to look for.

Green flags: what to look for

Formal qualifications. Coaching qualifications in the UK are structured around recognised frameworks, with ILM (Institute of Leadership & Management) and CMI (Chartered Management Institute) being primary providers. Key qualifications range from Level 3 for new coaches to Level 7 for senior executive coaches, often aligned with international bodies like ICF (International Coaching Federation), EMCC (European Mentoring & Coaching Council), and the Association for Coaching.

A clear process. A professional coach should be able to explain exactly how their coaching works: the structure, the tools they use, how they measure progress, and what you can expect at each stage. Vagueness is a warning sign. (Here's how my process works)

Real experience. Relevant professional experience alongside coaching experience. A coach who has only ever coached other coaches will struggle to understand the realities of corporate leadership, internal politics, or feelings of insecurity or isolation.

Evidence-based approach. Good coaches combine scientific research — specifically from behavioural science, psychology and neuroscience — with practitioner expertise to facilitate client development. It moves beyond intuition to use validated tools and frameworks to measure progress, focusing on enhancing self-awareness and achieving specific, measurable and sustainable changes in thinking, emotions and behaviour, often in executive or personal development contexts.

Chemistry. This is harder to define but easy to feel. During a discovery call, ask yourself: do I trust this person enough to be honest with them? Can they challenge me without making me defensive? Do I feel they genuinely understand my world? Do they listen more than they talk?

Transparent pricing. A professional coach should be willing to discuss costs openly. If someone is evasive about pricing, that's a red flag.

Red flags: what to watch out for

No credentials or vague ones. "Certified Life Coach" from a weekend course is not the same as an ILM Level 7 qualification. Ask specifically about their training and experience, and cross-check with platforms such as LinkedIn for consistency.

Promises of guaranteed results. Coaching is a partnership, not a magic trick. Anyone guaranteeing specific outcomes ("You'll be promoted within 6 months") is either naive or dishonest. A good coach will be clear about what coaching can realistically achieve.

A one-size-fits-all programme. If a coach is trying to sell you a pre-packaged programme before they understand your situation, run. Good coaching is bespoke by definition.

More talking than listening. In a discovery call, the coach should be asking you questions and listening carefully — not delivering a sales pitch about how amazing they are. If they talk about themselves more than they ask about you, that tells you how sessions will go.

No between-session support. Coaching that only happens during scheduled sessions is incomplete. Look for coaches who provide session summaries, action tracking, and some form of between-session support.

Reluctance to let you try before you commit. Most reputable coaches offer a free discovery call. If someone wants you to commit to a multi-month programme without having a proper conversation first, be cautious.

Questions to ask before you commit

Here are the questions I'd ask any coach before hiring them (and I'm happy to answer all of these myself):

What are your coaching qualifications? How long have you been a coach? What’s your professional background outside of coaching? What assessment tools do you use? Can you describe your typical coaching process from start to finish? How do you measure progress and results? What happens between sessions? What’s your pricing structure? Can we start with a discovery session before committing? What kind of clients do you work best with? And most importantly: what happens if it’s not working?

A good coach will answer all of these openly and without defensiveness. If someone dodges or gets uncomfortable, that tells you something.

How to know when you've found the right coach

After the discovery call, ask yourself:

Did they listen more than they talked? Did they ask questions that made me think? Did they challenge something I said (gently but directly)? Did I feel understood? Did they explain their process clearly? Was I honest about something I don't usually share? Do I feel they'd hold me accountable without being judgemental?

If the answer to most of these is yes, you've probably found a good fit.

A note on online vs in-person coaching

Almost all professional coaching now happens online via video call, and research consistently shows it's equally effective as face-to-face coaching. Online coaching also gives you access to a wider pool of coaches — you're not limited to whoever happens to practise near your office. (Read more about online coaching)

If you're searching for coaching in London, Manchester, Edinburgh, or anywhere else in the UK, online delivery means you can work with the best coach for you, regardless of geography.

Ready to explore?

If you've read this guide and you'd like to test the process for yourself, I offer a free 30-minute discovery call. It's completely confidential, there's zero obligation, and I'll answer every question on the list above.

And if after our conversation you decide I'm not the right fit? That's completely fine. I'd rather you find the right coach for you than sign up with me and not get the results you deserve.