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How to Build a Coaching Culture

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May 2, 2024
CEO, Founder & Executive Coach
4 min read
Create a coaching culture: define goals, gain leadership support, train, integrate, measure. Customized and open approaches yield success.

How to Build a Coaching Culture

Building a coaching culture within an organisation is a transformative process that shifts the paradigm from managing to empowering, from telling to asking, and from individual performance to collective growth.

This article will explore the steps and strategies to build a coaching culture, drawing upon contemporary research and expert opinions in the field.

Understanding Coaching Culture

A coaching culture is one where coaching practices are embedded into an organisation's daily interactions and management style. It encourages continuous learning, feedback, and personal development to enhance performance and achieve organisational goals.

The International Coach Federation (ICF) suggests that fostering a coaching culture can lead to higher engagement, increased trust, and stronger team performance.

Steps to Build a Coaching Culture

1. Define the Purpose and Goals

Begin by clarifying why you want to create a coaching culture. Goals may include improving performance, enhancing employee engagement, or fostering a more innovative and adaptive workforce. Clear objectives will guide your strategy and help measure success.

2. Secure Leadership Buy-In

Leadership commitment is crucial. Leaders must endorse the coaching culture, actively participate in coaching training, and model coaching behaviours.

According to a study by the Human Capital Institute, organisations with strong support from senior leaders are more successful in creating a coaching culture.

3. Provide Coaching Skills Training

Training is essential for embedding coaching into the organisational fabric. This includes formal coaching skills for designated coaches and coaching skills for managers and leaders. Training should cover essential coaching competencies, such as active listening, asking powerful questions, and giving constructive feedback.

4. Embed Coaching in Daily Interactions

Coaching should not be a standalone activity but part of everyday conversations. Encourage leaders and managers to use coaching approaches in their interactions, performance reviews, and team meetings. This helps normalise coaching behaviours and embeds them into the organisational culture.

5. Create Internal Coaching Programmes

Developing internal coaching programs allows employees to access coaching within the context of their work environment. This can include peer coaching, where employees coach each other, or mentor coaching, where more experienced employees coach less experienced ones.

6. Measure and Evaluate

To understand the impact of your coaching culture, establish metrics related to your goals. This might include employee engagement scores, turnover rates, and performance metrics. Regularly review these metrics to assess progress and identify areas for improvement.

Best Practices and Considerations

  • Customise to Fit Your Organisation: There is no one-size-fits-all approach to building a coaching culture. Tailor your strategy to fit your organisation's unique needs and characteristics.
  • Focus on Quality and Consistency: Ensure that coaching is delivered consistently across the organisation and that the quality of coaching is maintained through ongoing training and development.
  • Encourage Openness and Vulnerability: A coaching culture thrives on trust and openness. Encourage employees to share their thoughts, challenges, and ideas without fear of judgment.


Building a coaching culture is an investment in your organisation's future. It requires time, commitment, and a strategic approach, but the rewards are significant.

Organisations with a strong coaching culture report higher levels of engagement, performance, and employee satisfaction.

By following the steps outlined above and adapting them to your organisational context, you can begin creating a thriving coaching culture that supports continuous growth and development.


  • International Coach Federation (ICF). (n.d.). Building a Coaching Culture for Increased Employee Engagement.
  • Human Capital Institute. (n.d.). Creating a Coaching Culture.
  • Grant, A. M. (2017). The Efficacy of Executive Coaching in Times of Organisational Change. Journal of Change Management, 14(2), 258-280.