Another emerging trend that is likely to continue into the future is the specialisation of coaches. Coaching is frequently a ‘second career’, and many come to the profession with significant experience that they now want to share. Globally, and in South Africa, this has led to new innovations in the field as qualified coaches carve out career niches because they have particular expertise, experience and interest in coaching people facing specific challenges. “Most coaches I know are in the profession because it is not just a career, but a vocation.” says Executive Coach, George Phipps, “I think it is essential for the coach to choose their areas of specialization and use all their experience, education and skills to support their clients in their chosen field of practice. Most people who want to work with a coach are looking for coaches with a specific skill set to best support them. For example, someone struggling with a weight problem might best benefit from working with a nutrition coach or a wellness coach, whereas a new CEO of a technology company might best be supported by a leadership or business coach with a different skill set.”
The result of this diversification is that both the perception and the practice of coaching have moved away from the exclusivity and elitism of just serving high performance athletes and business executives, which is an encouraging direction for those interested in coaching as a career. With a growing body of scientific research attesting to the benefits and effectiveness of coaching in ever more fields, it is becoming more evident that being coached can be an advantage, and be relevant to a wide variety of human endeavour. Coaching is heading into a future where it will become common for any person wanting to change behaviour, get additional support during a life-changing time or to reach a personal goal to seek out a coach with the specialist expertise that they need.
According to Svea, the rise of coaching can make a real impact on the country in the following way: “Coaching by definition is looking towards what people truly want, rather than providing explanations for how or why people find themselves where they are. It encourages people to build solutions to achieve the better futures they desire, rather than trying to only solve problems. This forward-looking, design-thinking way of navigating everyday life and business, encourages the valuing of all ideas, efforts and activities which are focused on where we are heading. South African society continues in its journey to recover what we are known for – Ubuntu. Ubuntu is a wonderful concept; it is not as easy to consistently demonstrate or cultivate it in your workplaces and relationships. Coaching provides a way because of its focus on partnering, co-creation, and a keen respect for how diversity contributes to social fabric and business success.”
With the demand for coaches on the rise, far more options for coaching education are now available in the country. As the coaching field becomes more competitive, those wanting to enter the profession are becoming increasingly discerning about the coaching education they invest in. It is important for aspiring coaches to train with credible providers, who offer accredited training. Both private, coach-specific institutions and universities offer coaching courses.
SACAP (The South African College of Applied Psychology) prides itself on being a provider who is registered with the Department of Higher Education and Training and whose qualifications are accredited by the Council on Higher Education (CHE). SACAP’s Graduate School of Coaching & Leadership offers aPostgraduate Diploma in Coaching (NQF Level 8), which along with the School’s other coaching courses, also meets the requirements of the International Coach Federation (ICF), and of Coaches and Mentors of South Africa (COMENSA).
First published in http://www.sacap.edu.za/