Business coaching is not about meeting short-term corporate goals

Coaching was always considered a soft skill enhancer - or an executive luxury.

That view is now outdated.

In an era of volatile markets, compressed innovation cycles, and complex stakeholder demands, corporate coaching has emerged as one of the most strategic investments a company can make. It is no longer a discretionary spend. It is essential infrastructure for leadership performance and business resilience.

The global business coaching industry is growing steadily. In the US, it reached $11.2 billion in 2022 and is expanding at 2.4% annually. In the UAE, the coaching market stood at $44.6 million in 2023 and is projected to exceed $189 million by 2034, growing at a compound annual rate of 14.1%. The trajectory is clear: coaching is moving from optional to indispensable.

This momentum is being driven not by sentiment but necessity. Leaders are under constant pressure to deliver short-term performance while steering long-term transformation.

Traditional leadership development tools cannot keep up. Coaching fills that gap, offering real-time clarity, emotional intelligence, and performance alignment, capabilities that are now required at the top.

Some of the world’s most effective leaders have embraced this reality. 

Former Google CEO Eric Schmidt famously stated, “The best advice I ever got was to get a coach.”

His coach, Bill Campbell, went on to work with Steve Jobs, Larry Page, and Jeff Bezos.

Bill Gates has spoken openly about the need for continual feedback, remarking, “Everyone needs a coach.”

At Microsoft, Satya Nadella credits executive coaching with helping him lead a cultural and commercial transformation of the company. These aren’t fringe anecdotes. They are proof points from leaders running trillion-dollar enterprises.

What makes coaching so powerful is its ability to strip away noise and surface what actually drives behavior. A strong coach challenges the executive’s thinking, identifies blind spots, and creates space for deeper alignment between intent and action. Unlike consulting or training, coaching doesn’t install external solutions, it activates internal ones.

The data reinforces this.

Organizations that invest in coaching report increased employee engagement, better decision-making, and stronger succession pipelines. More importantly, coaching creates adaptive leaders who can navigate ambiguity with composure and clarity.

It builds a leadership operating system designed for speed, alignment, and resilience.

This shift is particularly visible in the Middle East, where coaching is being adopted as a strategic lever in both the public and private sectors. In markets like the UAE and broader GCC, where human capital development is directly tied to economic transformation, coaching is moving from being an executive luxury to a national priority.

At Mindvalley Coach, the platform I co-founded, we’ve trained more than 15,000 certified coaches and support over 150,000 practitioners globally. We work with executives in sectors from financial services to energy and sovereign institutions. Across the board, the trend is clear: leaders who are coached perform better, lead better, and build more resilient organizations.

The question for today’s leaders is not whether coaching works. It is whether they are prepared to fall behind by ignoring it. 

Coaching is no longer a soft investment in people. It is a hard investment in business outcomes. Companies that embed coaching into their leadership structure don’t just grow, they endure.