Executive Coaching ROI
Executive coaching ROI is the financial and performance return from a structured leadership engagement. If you’re researching it now, you want a practical number to put in front of your manager or CFO, backed by research they can trust.
Here’s the conservative number: executive coaching typically returns 3 to 7 times the initial investment. 86% of organizations that tracked coaching ROI reported positive returns, with a median of 5 to 7x (ICF/PwC Global Coaching Client Study, 2024). A separate survey of 100 executives found an average return of roughly 6x the cost of coaching (ICF, 2023).
Here’s the honest caveat: most ROI surveys ask leaders who chose coaching whether it worked, so their ROI tends to skew positive. The 3-7x range is consistent, but ROI depends on your role, the specificity of your goals and feedback, your willingness and capability to do the work, and how you track results.
Before you invest, talk to a few coaches. Ask how they measure outcomes, how they structure engagements, and what they expect from you. If you want to see what a structured coaching session looks like before committing, we offer a free 55-minute High Performance Executive Coaching Test Drive. Real coaching on your challenges, not a sales pitch.
The bottom line: a 3-7x return on coaching investment
Executive coaching ROI typically runs 3 to 7 times the initial investment (ICF/PwC, 2024), with 86% of organizations reporting they made back their investment or more. The return shows up in four places: recovered leader time, better team engagement, retained employees, and higher decision quality across the leader’s work.
Research summary: what the peer-reviewed studies show
Executive coaching ROI typically ranges from 3 to 7 times the initial investment. 86% of organizations that tracked coaching ROI reported positive returns, with a median of 5 to 7x (ICF/PwC Global Coaching Client Study, 2024).
The return shows up in four places: recovered leader time (most leaders we’ve coached spend 5 to 15 hours per week on work their teams could own), improved team engagement, retained employees who would have left, and better decision quality across every project the leader touches.
The honest caveat about coaching ROI: most ROI surveys ask leaders who chose coaching whether it worked, so results tend to skew positive. The 3-7x range is consistent, but your return depends on the specificity of your goals, your willingness to do the work, and how you measure results.
At High Performance Orgs, we measure every engagement at baseline, 90 days, and 180 days. You build your own ROI case from your own data, which is what a CFO wants to see.
The research behind coaching returns
Research on coaching ROI has grown significantly since 2022, with multiple peer-reviewed studies now measuring coaching ROI across industries and seniority levels.
Peer-reviewed effect sizes
Two meta-analyses (Theeboom et al., 2014; Jones, Woods, and Guillaume, 2016) reviewed dozens of individual coaching studies and found consistent positive effects on performance, goal attainment, wellbeing, and self-regulation. (De Haan & Nilsson, 2023)
The ICF/PwC study (2024) surveyed coaching clients in 64 countries: 87% reported positive ROI, 80% reported improved self-confidence, and 70% reported improved work performance. 77% of executives said coaching had a significant impact on at least one major business metric (MetrixGlobal, 2023). (ICF/PwC, 2024)
How outcomes show up in measurement
Three newer studies on executive coaching effectiveness strengthen the case. De Haan and Nilsson (2023) published the most rigorous meta-analysis to date in the Academy of Management Learning & Education, analyzing only randomized controlled trials: 39 RCT samples, 2,528 total participants, and a statistically significant moderate effect size across leadership and personal outcomes. RCTs matter here because they control for the self-selection problem: participants were randomly assigned to coaching or no coaching, so the results aren’t skewed by motivated volunteers. (De Haan & Nilsson, 2023)
Nicolau et al. (2023) published a separate randomized controlled trial-only meta-analysis in Frontiers in Psychology covering nearly 20 years of executive coaching research (2006-2023). Coaching was especially effective for changing what leaders do, not just how they feel about coaching. (Nicolau et al., 2023)
Wang et al. (2022) found that coached leaders showed large improvements in goal attainment (g = 1.29 in the Journal of Work-Applied Management) and that objective performance ratings from 360-degree feedback showed stronger effects than self-reports. (BetterUp/Twilio, 2022)
Translating findings into ROI math
One frequently cited study from MetrixGlobal found a 788% return on a coaching engagement at a Fortune 500 company (MetrixGlobal, 2023). That number gets repeated often. It came from a single organization and may not generalize, which is why the 3-7x range from broader research is a more reliable planning number.
For your business case: lead with the 3-7x range for ROI, share the ICF/PwC data, and reference the random controlled trial meta-analyses if your CFO wants to know whether the research controls for bias. Then calculate your own numbers using the frameworks below. (Gallup, 2024) (SHRM, 2024)
Calculate coaching ROI for your situation
In 27 years of coaching 3,000+ leaders in 37 countries, the ROI pattern is consistent. It shows up in four places, each using numbers your organization probably already tracks.
Time you’re giving away.
Most leaders we coach spend 5 to 15 hours per week on work their teams could own: re-explaining decisions, sitting in meetings where someone else could represent them, fixing problems that started with unclear expectations. A VP earning $250,000 who reclaims 5 hours per week frees up roughly $60,000 a year in productive capacity. That’s arithmetic, not a coaching estimate. (For a deeper look at what coaching costs and what you’re paying for, see What Does Executive Coaching Cost?)
Team engagement.
Global engagement sits at 21%, with manager engagement declining from 30% to 27% (Gallup, 2024). That costs an estimated $438 billion in lost productivity worldwide. Your managers shape 70% of the difference between an engaged team and a disengaged one (Gallup, 2024). Their daily habits, how they manage 1:1s, give feedback, and set priorities, affect your team’s output more than strategy, perks, or company culture combined. Take a team of 10 with an average salary of $120,000. A conservative 10% productivity improvement from more effective management (which equates to a half-day a week) represents $120,000 in annual value. When you coach leaders, their team’s numbers and results improve.
The resignations you don’t expect.
Replacing a mid-level professional costs between 50% and 200% of their annual salary (SHRM, 2023). If coaching helps a leader retain one person who would otherwise leave, the engagement pays for itself, and in most cases it pays for itself several times over (like 3-7x referenced above).
Decision quality.
This one is harder to quantify, but leaders and CFOs consistently rank it as the highest-value outcome. A leader who reads situations more accurately, catches problems earlier, and surfaces the right issues at the right time creates more value across every project and conversation where they engage.
Start with whichever framework connects most directly to a problem your organization is already experiencing or the one you believe your manager or CFO will respond best to.
Coaching Question
If your top five leaders each got 10% more effective at their jobs over the next six months, what would that be worth to the organization?
Run your own ROI numbers
Plug in your salary, expected productivity lift, team size, and investment amount. The calculator estimates a 12-month ROI multiple using the leader-plus-team-lift framework above (numbers stay in your browser; no email required to see the result).
Try coaching on your real challenges
55 minutes of real coaching on your challenges. Not a sales pitch.
What changes when a leader gets coached?
If you’re recommending coaching for a leader on your team, or considering it for yourself, you want to know what executive coaching results look like in practice.
Self-awareness comes first. Coaching helps build an accurate, current picture: how you spend your time versus how you think you spend it, what your team experiences versus what you intend, and which of your strengths have become limitations at this level.
Tasha Eurich’s research found that while 95% of people believe they’re self-aware, only 10 to 15% demonstrate it in practice (Eurich, 2018, Insight). You can see it in specific moments: the leader who gives feedback that feels like criticism, the leader who cancels 1:1s during a busy quarter and wonders why their team trusts them less, the leader who manages meetings where three people talk constantly and seven check out. Coaching helps catch those patterns while they’re still fixable, before they cost you a resignation or a quarter of lost momentum.
Once you’re able to see those patterns, the behavioral shifts come faster. Leaders consistently change how they think about priorities, how they communicate to their teams, how they give and receive feedback, and how they recover when things go wrong. Their teams often notice before they do.
(For a broader view of what executive coaching is and how it works, see What is Executive Coaching: The Complete 2026 Guide.)
What results do coached leaders produce beyond ROI?
Decision speed.
A VP we worked with reduced her weekly leaders meeting from 90 minutes to 30. She got better at identifying what really needed her input versus what her team could resolve without her. That freed up an hour per week for every person on the team: 300 hours across six people annually, now spent on higher-value work.
Performance and retention.
Twilio rolled out coaching to 8,000+ employees and tracked outcomes over two years. Coached employees were 32% more likely to receive high performance ratings and 5x less likely to leave the organization than non-coached peers. Coached managers and executives had a retention rate 6.75x higher (BetterUp/Twilio, 2022).
Bench strength.
Coached leaders develop their people more deliberately. They delegate with clearer expectations, give feedback that builds their team’s capabilities, and create conditions where their teams can own and deliver higher quality and better results.
Retention at senior levels.
When a senior leader leaves, you lose relationships, institutional knowledge, and momentum that can take years to rebuild. Coaching helps senior leaders get clear on what they want from their role and shape the role to suit them and deliver more value for the organization, which makes them less likely to leave for reasons that could have been addressed.
Culture signal.
When an organization invests in a leader’s development, people notice. The leader notices. It’s a signal that the company believes in investing in people.
What conditions predict the strongest return?
The leader chooses coaching. Voluntary participation consistently predicts better outcomes than mandated coaching. Someone who chose to be in the process is usually ready to examine their own patterns, rather than being defensive.
Goals are specific. “Become a better leader” produces vague results. “Reduce my team’s turnover by improving how I conduct 1:1s and give direct feedback” produces better coaching and measurable change.
The organization supports the process. Coaching works best when the leader’s manager knows about the engagement, supports the time commitment, and recognizes and reinforces new behaviors when they see them.
The engagement is structured for outcomes. Behavior change takes repetition and execution on the job. For founders, executives, VPs and senior leaders navigating complex, high-stakes situations, we recommend starting with a four-month engagement and measurable goals. For managers, directors and high potentials, our group coaching program (the High Performance Leadership Accelerator) includes lifetime access to video lessons and materials (including future upgrades), 12 weeks of live group coaching, 3 individual coaching sessions at key milestones, and assessments at baseline, 90 days, and 180 days so you can see what changed and prioritize what to focus on next.
If you’re evaluating coaches now, see our complete guide: How to Hire an Executive Coach.
How do you build a business case for your CFO?
Start with metrics your organization already tracks: engagement scores, turnover rates, time-to-productivity for new leaders, 360-feedback, leadership pipeline assessments.
Pick two or three metrics that coaching ROI directly affects. Measure them before the engagement starts, during it, and after. That gives you an internal ROI number built on your own data, which is what a CFO wants to see.
Most organizations skip this step, which is why coaching ROI is hard to prove after the fact. Setting the baseline before the engagement starts is what makes coaching ROI measurable. We measure from the start. Six months later you’ll know what changed and how to maintain those changes over time.
The conversation with your CFO has four parts: name the specific problem coaching will address (turnover on a specific team, engagement scores in a business unit, a leader who needs to grow into a larger role). Attach a dollar cost to that problem using the frameworks above. Show the 3-7x ROI range shown in the research. Commit to measuring before, during, and after so you’ll have your own ROI data at 90-days and 180-days.
Common mistakes when calculating coaching ROI
Every coaching ROI number someone shows you has a story behind it. Some of those stories are rigorous. Most are not. In 27 years of coaching 3,000+ leaders, here is where coaching ROI calculations break down, and what the HPLOS measurement cadence does differently. Read this before you present a number to your CFO.
Mistake 1: Confusing correlation with causation.
A team’s revenue grew 18% during the six months their VP was being coached. Did coaching cause it? Maybe. Or maybe the product launched, a competitor stumbled, or a top performer closed two enterprise deals that had been in pipeline for a year. Coaching ROI numbers that claim credit for every good thing that happens during an engagement are not ROI numbers. They are marketing. Isolate what coaching specifically changed. Revenue is usually a lagging outcome of behavior, not coaching itself.
Mistake 2: Calling the number before it is ready.
Behavior change takes repetition. Most leaders notice shifts within the first few sessions, but the lagging indicators your CFO cares about (engagement scores, retention, 360-feedback, team output) show up between 90 and 180 days. Calling ROI at 30 days inflates optimism bias. Calling it at day one of the engagement is a sales pitch. HPLOS measures at baseline, 90 days, and 180 days so the number has time to become real.
Mistake 3: Counting sessions attended, not patterns shifted.
“The leader completed 12 coaching sessions” is not a ROI number. It is an attendance record. The coaching ROI question is different: what did this leader start doing, stop doing, or do differently because of the sessions? Did their 1:1s get more direct? Did their team stop escalating decisions the leader should have owned? Count the behavior, not the hours. HPLOS ties every measurement to a specific leadership skill upgrade the leader committed to at baseline.
Mistake 4: Only measuring the leaders who wanted coaching.
Most coaching ROI research asks people who chose coaching whether it worked. They usually say yes. The 788% MetrixGlobal number, the 5.7x Manchester number, the 86% ICF/PwC number all include self-selection. This is why the random controlled trial meta-analyses (De Haan and Nilsson 2023, Nicolau et al. 2023) matter. They compared coached leaders to randomly-assigned non-coached peers. The effect sizes held. Your internal measurement should too.
Mistake 5: Calculating ROI without a before-picture.
This is the mistake that makes every other mistake worse. If you do not measure engagement, retention, or 360-feedback before the engagement starts, you cannot prove coaching moved them afterward. You end up reverse-engineering a number. CFOs can tell. The HPLOS measurement cadence: set the baseline in the first two weeks on 2 or 3 metrics the organization already tracks, then remeasure at 90 and 180 days. Your own data beats any industry average.
The 3-7x range from the research is a planning number. What ends up in your CFO’s deck is whatever your own baseline-to-180-day coaching ROI data shows. Measure from the start.
Featured outcome: what 48x coaching ROI looks like in practice
A VP of Engineering at a Series C SaaS company came into High Performance Executive Coaching (HPEC) with three mid-level reports who had given notice in the previous six weeks. Her team was running on fumes and her board was asking questions.
After the four-month engagement and the HPLOS baseline, 90-day, and 180-day measurement cadence, her team’s engagement score rose from 62 to 79, zero additional reports left in the following two quarters, and she reduced her weekly leaders meeting from 90 minutes to 30.
Retention value alone: approximately $360,000, calculated as three retained direct reports at 100% of average annual salary per SHRM 2023 replacement-cost research. Engagement cost: $7,500. Coaching ROI multiple: 48x, before counting the reclaimed meeting time or the measured engagement lift.
Anonymized at client request. Individual outcomes vary. Measurement cadence (baseline, 90-day, 180-day) is documented per engagement.
How does HPO measure executive coaching ROI?
Coaching ROI is only real if you measure it. Our 1:1 High Performance Executive Coaching program and our High Performance Leadership Accelerator group coaching program use the same measurement method: baseline, 90-day and 180-day assessments, to track what changed and prioritize what to focus on next.
To build a business case on practical numbers, you should show some return, whether that is your team’s engagement scores improved, or that you retained direct reports during a difficult quarter, or that you produced higher quality output or better results. The best coaches help you build a strong ROI report at the end of your program to share with your key stakeholders.
Build your coaching business case
CFO-ready template: ROI calculation, measurement framework, and budget conversation scripts. The same tools HR directors use to get coaching funded.
What coached leaders report
“I know and have worked with a number of leading executive coaches. Coop ranks among the best. He is highly intuitive, a superb communicator, extremely insightful, incorporates a broad range of approaches and techniques. He pushes you in a thoughtful way, which really accelerated my learning and growth.”
Jeffrey Balash
Founder & CEO, Comstock Advisors
“He has had the opportunity to coach a number of our leaders to this point and I have heard nothing but amazing feedback on the work that he’s doing. The staff really enjoy working with him and find his approach very helpful and refreshing. In fact, Coop’s coaching and support recently helped one of our leaders obtain a promotion!”
Maira Lazdins, SPHR
Manager, Human Resources, Spark PR
“Coop not only has the uncanny ability to hold a problem and rotate it through space, but also more than enough empathy to create recognition of the depth and width of the problem in his client. I consider myself quite insightful, but working with Coop I’ve found new ways to understand myself, my environment, my career and my business.”
Marc Shillum
Chief Creative Officer, eBay
Common questions about coaching returns
What ROI of coaching can we realistically expect?
3 to 7 times the investment, based on ICF/PwC research from 2024. Your return depends on the leader’s role, the specificity of their goals, their capability and willingness to do the work, and how you measure results.
How long until we see measurable results?
Most leaders notice behavioral shifts within the first few coaching sessions. The lagging indicators that show up in your CFO’s deck (engagement scores, retention rates, 360-feedback, team output) typically take 90 to 180 days to move. That is why we measure every engagement at baseline, 90 days, and 180 days.
How do we measure coaching outcomes?
Pick two or three metrics you already track. Measure before, during, and after the engagement. The most common starting points: revenue growth, profit, employee engagement scores, 360-feedback, retention rates, and direct reports’ performance data.
How do I build the business case for my CFO?
Name the specific problem you want coaching to address. Calculate a dollar cost using the four frameworks above. Show the 3-7x return range. Commit to measuring from the start. That structure handles most CFO objections before they’re raised.
What if the coached leader doesn’t improve?
Coaching typically works when the leader shows up willing to examine their own patterns, set specific goals, and complete work between coaching sessions. If you’re not seeing results, ask the employee and client to refocus and be clear about what you’re looking for. If someone was assigned coaching without choosing it, outcomes are harder to achieve. Voluntary participation is the single strongest predictor of strong results.
How does group coaching compare to 1:1?
Group programs like our High Performance Leadership Accelerator reach more leaders at a lower per-person cost and add peer learning and accountability. Our 1:1 High Performance Executive Coaching goes deeper for senior leaders whose decisions are more complex and affect a larger part of the organization. Both programs use the same HPLOS framework and the same measurement structure.
What’s the cost of not investing?
Your managers shape 70% of their team’s engagement (Gallup, 2024), which means better leaders drive better results. Think about the people on your team who left in the last year. How many of them left because the person leading them wasn’t investing in them enough.
Is executive coaching worth it?
The research consistently says yes for leaders who choose coaching, set specific goals, do the work between coaching sessions, and measure results. The 3-7x ROI range is proven across multiple studies and the randomized controlled trial meta-analyses confirm organizational effects beyond self-reporting. Does your specific situation have the conditions for strong ROI: voluntary participation, specific goals, organizational support, and a structured engagement with measurement built in?
Michael “Coop” Cooper
How to hire an executive coach
Executive coaching is a structured development engagement, and knowing how to hire an executive coach matters. The difference between a great hire and a wasted investment comes down to what you evaluate. Most leaders spend more time researching a laptop purchase than evaluating a coach.
Anyone can call themselves a coach. No license required.
Most leaders don’t know what to evaluate. So they default to what a coach’s website says, a few LinkedIn posts, or a warm referral from someone whose situation looked nothing like theirs. Six months later? Notes. Good ideas. No behavioral change. No different results.
The easiest way to hire an executive coach is to request a free session to work on your biggest challenges right now. You’ll know within 55 minutes if that coach can help you or not. We offer a no-pressure first coaching session for free.
Request Coaching Test Drive
A practical selection framework
Hiring an executive coach comes down to three things: depth of experience at your level (ask how many leaders they’ve coached in roles like yours, in organizations like yours), a structured engagement with measurement built in, and a relationship where you’ll be honest about what’s really happening.
Coaching is an unregulated profession. Anyone can use the title. Over 109,000 people worldwide call themselves professional coaches (ICF, 2023). Most leaders spend more time researching a laptop purchase than evaluating a coach.
The fastest way to evaluate a coach is to experience their coaching. A coach worth hiring will help you assess your situation, diagnose your problems clearly, and start building a practical path forward in the first conversation. If that doesn’t happen, find a different coach.
At High Performance Orgs, we offer a free 55-minute Coaching Test Drive for founders, executives, VPs, and senior leaders. Real coaching on your challenges from the first minute. 27 years coaching 3,000+ leaders in 37 countries.
How do I know if I’m ready for executive coaching?
Coaching works when you show up willing to examine what you’re doing, not just how others are getting in your way. Most leaders arrive with a clear story about why their situation is difficult with their board, the team, the company, the market. You can’t change them. You can change yourself and how you lead them. Good coaching starts by looking at what you’re contributing to the situation, which requires a deeper kind of willingness to change.
You don’t need to have everything figured out. You don’t need a polished development plan. You need to be genuinely curious about your own patterns and skill level and be willing to act on what you uncover in your coaching sessions.
If you’re coming to coaching because you know something needs to change and you’re ready to do the work to figure out what and how, you’ll do well with a great coach.
Where to start your search
Most leaders find their executive coach through one of three paths: a referral from someone they trust, a search that starts on Google or LinkedIn, or an introduction through their company’s HR or L&D team.
Each path has a built-in bias you should understand before you commit. Referrals tend to match you with someone who worked for a person in a different role, industry, or situation than yours. The coaching that worked for your colleague may not be the coaching you need. Search results favor coaches who invest in marketing over coaches who invest in their craft, and you can’t tell the difference from a website alone. HR departments often maintain preferred vendor lists built on procurement criteria, not on coaching quality or outcomes for leaders like you.
So where does that leave you when you’re figuring out how to hire an executive coach? Start with three to five candidates and have a coaching conversation with each one, not a sales call, but a conversation where you bring your biggest challenges and see how the coach thinks. The right coach will help you think more clearly about your situation in the first 30 minutes. You’ll know it because you’ll leave with something you didn’t have before: a clearer picture of what’s happening and what to do about it. If that doesn’t happen, find a different coach.
What to look for before you commit
Understanding how to hire an executive coach comes down to what happens when you talk to them, not what their website says or what credentials they list. Credentials matter because they tell you about training, but they don’t tell you about results. A certification proves someone completed a program. It doesn’t tell you whether they can diagnose your situation quickly, name problems directly, or help you build a plan you can execute this week.
Here’s what to pay attention to in your first conversation. Does the coach ask about your goals and challenges before describing their process? A coach who leads with methodology before understanding your situation is selling a system, not coaching you. Does the coach help you see something you didn’t see before? The best coaches shift how you think about a problem in the first 30 minutes: you walk in with a situation framed one way and leave with a clearer, more useful frame that changes what you do next. Is the coach direct with you? A coach who hedges, flatters, or avoids naming the hard truth isn’t going to help you grow at the rate you need.
After the conversation, ask yourself two questions: did this person understand my situation quickly, and do I trust them enough to be honest about what’s not working in my leadership? If both answers are yes, you’ve found a coach worth hiring. If you’re ready to evaluate a coach firsthand, request a free 55-minute Coaching Test Drive and bring your biggest challenges to the conversation.
The three things that determine coaching outcomes
1. Depth of experience
Coaching is pattern recognition. The more leaders a coach has worked with across different role levels, industries, and types of organizations, the more precisely and quickly they can figure out what’s really happening with you and what’s required.
2. How they structure the engagement
Ask the coach to walk you through what a typical engagement looks like from day one to the last session. You want to understand how goals are set, how progress gets tracked, and how you’d both know if you’re delivering on your desired results.
At HPO, we start with your goals and desired outcomes, including what success looks like. If your company is investing, we ask your manager or HR to add their goals for the engagement.
Then we assess your current reality across 10 domains, your current performance, goals, and developmental requirements, so we both know exactly where you are before coaching starts. Then we dig into your challenges, diagnose and define your problems clearly, craft practical action plans, and support you through execution, including skill development, mindset shifts and a toolset you can use throughout your career. At 90 and 180 days, we reassess to measure what changed and what to focus on next.
3. A relationship where you’ll be honest
Coaching only works if you are willing to tell the truth. Most leaders have very few relationships where that’s fully possible. Your direct reports have stakes in how you perform. Your peers are in some degree of competition with you. Your manager evaluates you. Your partner has limited bandwidth for another hour of work talk. And you can’t be completely honest with your board about a lot of things.
Half of CEOs report feeling lonely in their role. 61% say it hinders their performance (RHR International / Harvard Business Review). A coaching relationship gives you confidential conversations where you can be brutally honest. Say exactly what you think and feel. Use that to strategize, work through problems with an unbiased advocate, see your blind spots, and develop the skills you need to lead.
Good coaching focuses on you. Your reality. Your goals. Your challenges. Nothing else.
What are red flags when evaluating an executive coach?
A first conversation that feels more like a sales call than coaching tells you the sale is more important to the coach than your goals and challenges.
A lot of people call themselves coaches and engage in mild bullying to just “follow their system,” without fully understanding your specific needs, challenges, and what it takes to address those effectively.
A great coach opens every session with your goals and challenges, then immediately starts helping you assess the situation, diagnose and define problems, build practical action plans and identify and quickly develop the skills needed for you to execute effectively.
They earn your trust quickly (by acting in your best interests) and regularly add more value than they are charging.
- First conversation feels like a sales call, not coaching
- Coach describes their process before understanding your situation
- Vague answers about how many leaders they have coached at your level
- No measurement or follow-up structure
- Pushes long contracts before you have experienced a session
Find out if coaching is right for you
55 minutes of real coaching on your challenges. Not a sales pitch.
What questions should you ask when hiring an executive coach?
How do you hold clients accountable between sessions?
We track commitments you make in every coaching session and review them at the beginning of the next session. We don’t hold you accountable. Our job is to help you become more resourceful and hold yourself accountable more often. We dig into what you did, what worked, what still needs addressing and how to execute effectively, given your reality, challenges, goals and stakeholders. If you didn’t make progress, we dig into why and next steps to get you back on track quickly.
Who is your best client, and who doesn’t get results with you?
The best clients are clear on what they want to change, willing to examine their own role in the problems they’re facing, and committed enough to do the work between sessions. Leaders who don’t get results either want to spend the sessions venting about other people, or they want the coach to solve problems for them.
Who has access to what happens in our sessions?
Everything we discuss in coaching is 100% confidential. If your company is paying for coaching, our agreement is clear: our coaches may only share whether you have attended the coaching sessions that you scheduled and if we believe you’re responding well to coaching or not. Everything else is kept completely confidential. You may share anything you feel comfortable sharing with your manager or HR.
What does your coaching process look like from start to finish?
A coach worth hiring can walk you through their structure clearly: how goals get set, how progress gets tracked, how you’ll both know whether the engagement is working. If they can’t describe it in plain language, there probably isn’t a real structure behind it.
What industries and leadership levels have you worked with?
You want range. A coach who has only worked with tech startups may not understand the political realities of a Fortune 500 reorganization, and a coach who has only worked with senior executives may not know how to help a director build the skills they need for the VP role. Ask for specifics: how many leaders at your level, in organizations your size, dealing with challenges similar to yours.
How do you handle it when a client isn’t making progress?
This question reveals whether the coach takes ownership or deflects. Good coaches will tell you they confront it directly, help the client examine what’s getting in the way, and adjust their approach. If the answer is vague or defensive, that tells you something about how they handle difficult conversations.
What happens between sessions?
Coaching that only happens during the session produces insights. Coaching that extends into your daily work produces behavioral change. Ask whether they assign work between sessions, how they track commitments, and how they help you apply what you’re learning to the situations you’re navigating right now.
When to hire a coach
Most leaders wait until something is clearly not working. By then, the first month or two of coaching usually focuses on triaging high-stakes issues, meaning you’re in reactive mode, which is the hardest state to develop leadership skills in. 86% of organizations that calculated the ROI of coaching made their investment back, with average returns of 5 to 7 times the cost. (ICF / PwC)
The leaders who develop fastest hire a coach before problems are obvious. They’re performing well, but want to hone the skills they need to perform better. The best case for coaching is: six months from now, I want a much better reality and better results, I want to think, decide and lead differently, and I’m not going to build that capability by working harder or figuring it all out on my own.
You now know what good coaching looks like
The fastest way to give coaching a try is to request a High Performance Executive Coaching Test Drive.
A coach worth hiring will immediately help you assess your situation, define your problems clearly, and start building a practical path forward. If that doesn’t happen in the first 55 minutes, you need a different coach.
What leaders say about working with a coach
“Coop is highly intuitive and is masterful at reading individuals and situations to quickly identify areas for potential growth. As an executive coach he acts as a mirror, allowing you to see yourself as others see you and provides actionable strategies to take advantage of individual strengths or overcome real or perceived roadblocks.”
Megan B. Atiyeh
Strategist, Engage PR
“Coop is an exceptional leadership coach, mentor and business partner. We’ve worked together for many years and I look forward to many more. His ability to connect with people sets him apart in the leadership coaching area. If you’re looking for 1:1 coaching or a group type setting, Coop’s your person!”
Jennifer Esposito
Vice President of People & Culture, Trumark Homes
“I had the good fortune of working with Coop at multiple companies and I found him to be a really valuable resource for me and our team. Not only does he bring some solid frameworks but he has the unique ability to inspire positive change and flex the muscles needed to achieve growth. I highly recommend him.”
Nipul Chokshi
Vice President, Marketing, Lattice Engines
Our approach to executive coaching
The High Performance Executive Coaching program is a 4-month, 8-session 1:1 executive coaching engagement for founders, executives, VPs, and senior leaders who want to build healthier, more productive, and more profitable teams. The program uses the mindset shifts, skills and tools from the High Performance Leadership Operating System, tailored for the unique stressors, reality and challenges of senior leadership. Includes a baseline, 90-day and 180-day assessment to track what changed and what to focus on next.
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Questions to ask before hiring a coach
15 screening questions, 7 red flags, and a comparison framework. Print it, bring it to your next coach conversation.
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How to hire an executive coach: FAQ
Should I hire an independent coach or go through a coaching firm?
For an individual founder, executive, VP, or senior leader, an independent coach with a verifiable track record at your level almost always produces better results. Independent coaches stake their reputation on outcomes. Large firms tend to assign less experienced coaches. Coaching firms make more sense when HR is buying coaching for dozens of leaders.
Does a coach need to have held a leadership role themselves?
Experience at your level matters. A coach who has never led through a difficult reorganization, managed a team through conflict, or navigated senior-level politics is learning on your dime. Look for a coach who has spent serious time with leaders at your level and can quickly diagnose your situation and build action plans tailored to your goals and reality.
Can I bring current, live work problems into coaching sessions?
Yes, and you should. Bring your biggest challenges, like difficult stakeholder relationships you have to navigate, an important decision you’re working through, or a team challenge that keeps producing subpar results. Good coaches will help you understand the patterns beneath those challenges and equip you with the mindset shifts, skills and tools to address them and deliver better results, faster.
What does it mean that executive coaching is unregulated?
Anyone can call themselves an executive coach, which makes hiring the right coach a little harder. Look for coaches with proven track records. Request a free initial coaching session before signing a contract to experience the coach’s thinking and the quality of their questions. Evaluate their coaching by changes in your thinking, decisions and actions.
How do I know when I’ve found the right coach?
The right coach makes you think harder in the first conversation. You bring your biggest challenges and leave with a clearer picture of what is happening and what to do about it. If that does not happen in the first session, find a different coach.
What happens in the first coaching session?
We offer a no-pressure first coaching session at no cost to founders, executives, VPs, senior leaders who are seriously considering executive coaching. In that first session you bring your biggest leadership challenges and we’ll coach you just like one of our long-term clients. If you’d like to experience great coaching, our High Performance Executive Coaching Test Drive is a free 55-minute 1:1 executive coaching session. Request yours today.
Michael “Coop” Cooper
What Is Executive Coaching
Understanding executive coaching: how it works and why it matters
Executive coaching is a structured, 1:1 development process where a trained coach works with you on the specific challenges your role demands. Understanding what is executive coaching starts here: a good engagement changes how you think, decide, and act, with results tracked at baseline, 90 days, and 180 days.
So what is executive coaching compared to other options? It is not therapy (which focuses on emotional health and personal history), not mentoring (which provides career guidance), and not consulting (which delivers recommendations). Coaching builds your own capacity to solve the problems in front of you.
80% of coached leaders report improved self-confidence, and 70% report improved work performance (ICF Global Coaching Study, 2023). At High Performance Orgs, we measure every engagement at baseline, 90 days, and 180 days.
What is executive coaching vs. consulting, therapy, and mentoring?
People researching what is executive coaching often wonder about the differences between consulting, mentoring, therapy, Performance Improvement Plans and coaching. Here’s a direct comparison:
| Feature | Coaching | Consulting | Therapy | Mentoring |
|---|---|---|---|---|
| Focus | Your capacity to lead | Solving a specific problem | Emotional health | Career guidance |
| Who drives | You set the agenda | Consultant prescribes | Therapist guides | Mentor advises |
| Duration | 3-6 months structured | Project-based | Open-ended | Informal, ongoing |
| Outcome | Skills that compound | A deliverable | Healing and insight | Knowledge transfer |
| Accountability | Built into the process | Deliverable-based | Self-directed | Relationship-based |
A good coach works on the problems you bring, helps you recognize the patterns underneath them, and identifies the mindset shifts, new skills, or different tools you need to solve them.
70% of an employee’s engagement variance is attributable to the direct manager. And global employee engagement sits at 21%, costing $438 billion in lost productivity annually. (Gallup State of the Global Workplace, 2024) Coaching can help you build a healthier, happier, more productive and more profitable team.
Who needs executive coaching?
Most people researching what is executive coaching assume it is for leaders who are stuck. That’s backwards. Understanding what is executive coaching helps clarify who benefits most and who should look elsewhere.
The leaders who get the most from coaching are already performing. They’re capable, they’re delivering, and they can see the gap between where they are and where they want to go. Coaching is the bridge.
You’re a strong candidate if you’re a VP, C-suite leader, founder, or senior director dealing with any of these: a promotion into a larger scope of responsibility, a team that isn’t executing the way it should, high-stakes decisions with insufficient information, a pattern in how you lead that keeps creating friction you can’t diagnose, or a transition into a new role that’s moving faster than your current toolkit.
You’re also a strong candidate if you’re a high-potential manager or director preparing to move into a senior role and want to build the skills before the job demands them.
Coaching doesn’t work for everyone. If you’re required to be there, not willing to examine your own patterns, or want someone to confirm what you already believe, you’ll get limited value. Coachability is the single biggest predictor of results.
What happens in a coaching session?
A coaching session isn’t a pep talk or a therapy session. It’s structured work.
In a typical High Performance Executive Coaching session, you bring the situation you’re in: a team challenge, a decision you’re stuck on, a stakeholder issue creating friction, a pattern you keep seeing. A founder who needs to fire a co-founder. A VP who just inherited a demoralized team. A manager who can’t get your direct report to own their work. The session starts with what’s most pressing for you. From there, we work through the facts. What’s interpretation? What’s the real problem underneath the surface problem? That diagnosis is often where the biggest shift happens in a 1:1. Most leaders are solving the wrong version of the problem (or symptoms of problems).
Once the problem is defined correctly, we build the action plan for your specific situation: a conversation you need to have in your next 1:1, a decision framework to apply, the skill to develop, the boundary to set. You leave with something concrete to do, not some vague concept to think about.
Between sessions, you execute. When you come back, we debrief: what worked, what didn’t, what you learned and what’s next. That strategize-act-learn-debrief loop is what produces lasting behavior change.
What does the research say about coaching ROI?
A joint PwC and ICF study found that 87% of coaching clients report positive ROI, with a median return of approximately 7x the investment (ICF Global Coaching Study, 2024).
82% of leaders say coaching helped them develop stronger leadership skills. (ICF, Building a Coaching Culture, 2024)
(See: How Much Executive Coaching Costs)
- 80% of coached leaders report improved self-confidence
- 70% report improved work performance
- 86% report improved communication skills
- Median ROI of 7x the coaching investment
What got you here won’t get you there.
Marshall Goldsmith
What would need to be different in six months for coaching to be a worthwhile investment now?
How much does executive coaching cost?
Executive coaching fees range widely depending on the coach experience level, the depth of the methodology, and whether results are tracked with assessments. Sessions on their own run $200 to $500 per hour with no structured engagement around them. Multi-month engagements for senior leaders that include assessments, between-session accountability, and measured outcomes range from $5,000 to $50,000 or more.
At High Performance Orgs, the Leadership Accelerator is $3,500 for 12 weeks of live group coaching with 3 one-on-one sessions and lifetime access to the curriculum including all future updates. Executive Coaching is $7,500 for 4 months of 1:1 coaching across 8 structured sessions by phone. Both include baseline, 90-day, and 180-day assessments so you can see exactly what changed and decide what to focus on next.
Cost matters less than what happens without coaching. Numbers tell the story. Replacing a mid-level manager costs 50-200% of their annual salary in recruiting, onboarding, and lost output (SHRM research). A single departure that coaching prevents often pays for the full engagement several times over.
Choosing the right executive coach
Coaching is an unlicensed, unregulated profession. Anyone can use the title. Here are things to look for:
Track record at your level.
Has this coach worked with leaders at your seniority, in your type of role, dealing with challenges similar to yours? Ask directly: how many executives, VPs or senior leaders they’ve worked with, which challenges do they typically bring, which kinds and sizes of organizations have they worked with. Vague answers often mean limited experience at senior levels.
A real methodology.
The coach should be able to describe their approach clearly: structure, phases, how the engagement progresses. “I ask powerful questions and create space for reflection” describes a nice conversation. If they can’t walk you through a methodology with key milestones and how results are measured, you probably want a different coach.
Measurement.
How do they measure results? Is there any follow-up support?
Chemistry.
You need to feel the coach sees you clearly and you can trust them. You set the agenda, bring the leadership challenges you need to tackle. You should feel the coach is acting in your best interests and can quickly help you dig into, diagnose, and define the problems and create practical action plans that work in your environment.
There are more than 109,000 professional coaches worldwide, but coaching remains an unlicensed profession with no mandatory certification or standards body. (ICF Global Coaching Study, 2023) Ask for specifics. A strong track record answers directly.
You can read more about Coop’s background and approach before reaching out.
Getting the most from your coaching engagement
Bring your real problems.
The toughest, most honest version of what you’re dealing with, not the polished version you’d tell your board. Be brutally honest and you’ll get to the core issues and solve them faster.
Do the work between sessions.
Coaching sessions surface the insights and build your action plans. Your execution and behavior change happens in between coaching. Do the work to get the results.
Track what’s changing.
Ask for feedback from the people around you, your team, your direct reports, your board. We use a self-assessment across the key domains of your life and leadership to start each coaching program, so you have a clear picture of your starting point. You repeat the assessment every quarter to measure what’s changing and decide what to focus on next.
Stay in it when it gets uncomfortable.
Good coaching purposefully pushes you outside of your comfort zone. Growth comes from strategizing, pushing, informed experimenting, and learning.
Pro tip
Tell your coach when something feels off. The relationship only works if you’re willing to say “that’s not it” when it isn’t. A good coach welcomes the correction.
What framework does HPO executive coaching use?
Our High Performance Executive Coaching program and our High Performance Leadership Accelerator run on the High Performance Leadership Operating System (HPLOS): a framework developed over 27 years of coaching 3,000+ leaders and training 150,000+ employees in 37 countries, organized across three developmental arcs:
Level 1: Leading Yourself as a High Performer.
Humility, self-awareness, self-regulation, value-driven decision-making, ruthless prioritization, deep work, focused execution, strategic thinking, and the cognitive habits for high performance. Leading yourself as a high performer is the first step in building highly effective teams.
Level 2: Building and Leading High-Performing Teams.
Emotional fluency, psychological safety, team trust, brain types, team alignment, root cause problem definition, feedforward, performance conversations, and shared leadership. These skills build teams that are healthier, more aligned, and more productive.
Level 3: Influencing and Leading High-Performing Organizations.
Stakeholder mapping, effective change through influence, culture mapping, modeling values, subculture analysis, strategic storytelling, executive presence, vision crafting, and change leadership. This is the work of leaders operating across teams, functions, and levels.
The arcs are sequential by design. Skills at each level depend on what’s developed in the level before.
Which coaching option is right for you?
Now that you understand what is executive coaching and how it works, here are two programs based on seniority and complexity.
| Feature | High Performance Leadership Accelerator | High Performance Executive Coaching |
|---|---|---|
| Price | $3,500 | $7,500 |
| Format | Group coaching + self-paced curriculum | 1:1 coaching |
| Duration | 12 weeks (12 weeks) | 4 months (16 weeks) |
| Sessions | 12 weekly group sessions + 3 individual coaching sessions at key milestones | 8 bi-weekly sessions |
| Who it’s for | Managers, directors and high-potentials | Founders, executives, vps and senior leaders |
| Measurement | Baseline, 90 days and 180 days | Baseline, 90 days and 180 days |
| Lifetime access | Yes, to class materials (including upgrades) |
High Performance Leadership Accelerator
For managers, directors, and high-potentials: High Performance Leadership Accelerator (HPLA) is built for leaders who are making decisions without a framework. 12 weeks of live group coaching sessions, lifetime access (including upgrades) to self-paced curriculum covering every HPLOS skill, 3 individual coaching sessions at key milestones. $3,500.
High Performance Executive Coaching
For founders, executives, VPs, and senior leaders: High Performance Executive Coaching (HPEC) uses the same HPLOS frameworks customized for the unique stressors and realities of senior leadership. Every session focuses on what you’re dealing with: the strategic decisions, the team challenges, the stakeholder issues, the things keeping you up at night. Four months, 8 sessions, by phone. $7,500.
What coached executives say
“From all his reps working with early stage startups, Coop has incredible pattern recognition on everything we have run into. He can speak with a high level of detail towards what has worked and hasn’t worked at other companies, and can abstract away overarching principles to navigate virtually any situation.”
Nate Robert
Cofounder & CEO, Baton
“Coop’s coaching was invaluable in helping me work through many challenges and opportunities that came out of this period of growth. He provided clear insights, tools, and frameworks that were consistently actionable. He strikes the right balance between being supportive and challenging, and regularly kept me accountable and pushed me to always handle difficult items directly and effectively.”
Chris Akhavan
Chief Revenue Officer, Glu Mobile
“I learned new skills like human-centric leadership, psychological safety, vulnerability in leadership, feedforward, and others that are extremely important to build a strong company culture.”
Rafael Granato
Vice President of Marketing, 11Sight
The executive coaching starter guide
What coaching is, what it costs, how to evaluate coaches, and how to get your company to fund it. Everything in one place.
For Founders, Executives, VPs & Senior Leaders
Deliver better results, faster
Free 55-minute coaching session on your toughest leadership challenges. You’ll know within the hour whether this is the right fit. Not a sales pitch.
For Managers, Directors & High-Potentials
Upgrade your Leadership Operating System
Free 2-hour live workshop. You work on prioritization, delegation, and decision-making, and leave with tools you can use immediately.
Common questions about executive coaching
How long does executive coaching take?
Structured programs run 3-6 months. Our 1:1 Executive Coaching is 4 months (8 sessions). Our Leadership Accelerator is 12 weeks of group coaching with 3 individual sessions. Both include assessments at baseline, 90 days, and 180 days to measure what changed.
What’s the difference between High Performance Executive Coaching and the Leadership Accelerator?
High Performance Executive Coaching is 1:1 coaching for founders, executives, VPs, and senior leaders. The High Performance Leadership Accelerator is a group coaching program for managers, directors, and high-potentials. Both use the same HPLOS frameworks. Both include baseline, 90-day, and 180-day assessments.
Can my company pay for it?
Many companies fund executive coaching through Learning & Development budgets, particularly at the VP level and above. Ask your manager or HR directly.
Do I need to be stuck to benefit?
No. The leaders who get the most from coaching are already performing well and want to close a specific gap: a bigger role, a harder team, a strategic challenge they have not faced before. Coaching accelerates what is already working.
How is HPLOS different from other coaching frameworks?
The High Performance Leadership Operating System is a complete leadership operating system across three developmental arcs, built over 27 years and tested with 3,000+ executives and 150,000+ employees in 37 countries.
Is coaching confidential?
Yes. Everything discussed in coaching sessions is confidential between you and your coach. If your organization is sponsoring the engagement, the coach may share high-level themes with HR or your manager, but only with your explicit agreement on what is shared and what is not. You control the boundaries.
What’s the difference between executive coaching and leadership training?
Leadership training teaches frameworks and concepts to a group. Executive coaching applies those frameworks to your specific situation in a 1:1 setting. Training gives you knowledge. Coaching builds the skills and behavior change required to use that knowledge under pressure. The most effective development combines both: a framework to learn and a coach to help you apply it.
Is executive coaching worth the investment?
Research says yes. 87% of coaching clients report positive ROI, with a median return of approximately 7x the investment (PwC/ICF study). The leaders who get the most value are already performing well and want to close a specific gap. If you’re coachable and willing to do the work between sessions, the ROI compounds.
What results should I expect from executive coaching?
Within the first month, most leaders report clearer thinking about their biggest challenges. By 90 days, measurable behavior change in the areas you’re working on. By 180 days, those changes are visible to the people around you. We measure at each milestone so you can see exactly what shifted.
Can I try coaching before I commit?
Yes. The High Performance Executive Coaching Test Drive is a free 55-minute coaching session. Real coaching. Not a sales pitch.
Michael “Coop” Cooper
Executive Coaching Cost Guide
How Much Does Executive Coaching Cost?
What you need to know about coaching costs
Executive coaching costs $150 to $1,000+ per hour for single sessions, or $5,000 to $30,000+ for structured multi-month programs. Here are the price ranges, what you get at each level, and how to decide whether the investment will work for you.
I’ve spent 27 years coaching 3,000+ leaders and training 150,000+ employees in 37 countries. I’ll walk you through what coaching costs at every level, what drives the price, and how to evaluate whether it’s worth it for your situation.
If you’re still deciding whether coaching is the right fit, start with What Is Executive Coaching?
How much does executive coaching cost?
Executive coaching cost is the total investment in a structured leadership development engagement, typically ranging from $150 to $1,000+ per hour for individual sessions. Structured 4-to-6 month programs typically run $7,500 to $30,000. Group coaching programs cost $2,500 to $5,000 per participant. Pricing depends on coach experience, your seniority level, and how the engagement is structured.
At High Performance Orgs, the High Performance Executive Coaching program is $7,500 for 4 months of 1:1 coaching (8 sessions, by phone) for founders, executives, VPs, and senior leaders. The High Performance Leadership Accelerator is $3,500 for 12 weeks of group coaching for managers, directors, and high-potentials.
Both programs include baseline, 90-day, and 180-day measurement so you can see what changed. We publish our pricing because we believe you should know what coaching costs before you reach out.
The investment typically returns 3 to 7 times the initial cost (ICF/PwC Global Coaching Client Study, 2024). Many organizations fund coaching through Learning and Development budgets, particularly for VPs and above.
Coaching fees by format and seniority
What you pay depends on the coach’s experience, the level of leader they work with, and how the engagement is structured. A VP working through a board transition pays differently than a director improving how they run 1:1s. Most serious programs are priced as packages, not hourly sessions. Here’s how the market breaks down by experience level:
| Packages | Price Range | Typical engagement | Best for |
|---|---|---|---|
| Newer coaches (under 5 years) | $3,000-$6,000 | 3-6 months | Early-career leaders, individual contributors moving into management |
| Experienced coaches (5-15 years) | $6,000-$15,000 | 4-6 months | Directors, mid-level executives |
| Senior coaches (15+ years) | $15,000-$30,000 | 6-12 months | VPs, C-suite, founders |
| High-demand coaches | $50,000+ | Varies | CEOs, high-stakes transitions |
The International Coaching Federation reports the average coaching fee is $244/hour for internal coaches and $205/hour for external coaches. At senior levels, $300-$800/hour is a more relevant benchmark. (ICF Global Coaching Study, 2023) Note these fees are before AI disruption, economic anxiety and geopolitical instability generated significantly more complexity.
How our pricing works
High Performance Leadership Accelerator
$3,500 for 12 weeks of live group coaching sessions, self-paced curriculum, three individual coaching sessions at key milestones, lifetime access to materials including upgrades. Built for managers, directors, and high-potentials. Measurement cadence: baseline, 90 days, and 180 days.
High Performance Executive Coaching
$7,500 for a 4-month, 8-session 1:1 executive coaching program custom designed to achieve your specific goals. Built for founders, executives, VPs, and senior leaders. Sessions by phone. Uses the frameworks from our High Performance Leadership Operating System tailored to the specific pressures, challenges, and reality of senior leadership. Includes baseline, 90-day, and 180-day assessments.
If you want to experience High Performance Executive Coaching before committing, request a free 55-minute Coaching Test Drive. A real coaching session, not a sales call.
Comparing HPO’s coaching programs
| Feature | High Performance Leadership Accelerator | High Performance Executive Coaching |
|---|---|---|
| Price | $3,500 | $7,500 |
| Format | Group coaching + self-paced curriculum | 1:1 coaching |
| Duration | 12 weeks (12 weeks) | 4 months (16 weeks) |
| Sessions | 12 weekly group sessions + 3 individual coaching sessions at key milestones | 8 bi-weekly sessions |
| Who it’s for | Managers, directors and high-potentials | Founders, executives, vps and senior leaders |
| Measurement | Baseline, 90 days and 180 days | Baseline, 90 days and 180 days |
| Lifetime access | Yes, to class materials (including upgrades) |
What $7,500 of executive coaching looks like, month by month
Here’s what happens inside a 4-month High Performance Executive Coaching engagement, session by session.
Before you start: the baseline
Before your first session, you complete a structured baseline assessment. It measures where you are right now across the areas you want to develop. This isn’t a personality test. It’s a snapshot of your current leadership operating system so you have something concrete to measure against when we’re done.
Month 1 (Sessions 1-2): Diagnosis and first moves
The first two sessions are about understanding your situation with specificity. What are the real problems, not the presenting symptoms? Where are you spending time that your team should own? What conversations are you avoiding? By the end of month 1, you have a clear development plan and you’ve already started working differently.
Month 2-3 (Sessions 3-6): The work
This is where behavioral change happens. Each session targets a specific challenge you’re facing that week. You practice new approaches between sessions and report back on what worked and what didn’t. I’m available by email between sessions when something comes up that can’t wait. Most leaders start seeing measurable changes in how their teams respond by session 1 or 2.
Month 4 (Sessions 7-8): Lock it in
The final sessions focus on making the changes permanent. What’s working that you need to keep doing? What old habits are trying to come back? You complete a 90-day assessment so you can see exactly what changed. Then at 180 days, we measure again to make sure the changes stuck and identify what to focus on next.
That’s what $7,500 buys: measurable change in how you lead, verified at baseline, 90 days, and 180 days.
What does it cost not to invest in coaching?
Before you evaluate the cost of executive coaching, consider what you’re paying right now for the problems coaching solves.
If one of your senior leaders leaves because they weren’t developed, you’re looking at 100% to 200% of their annual salary to replace them (SHRM, 2023). For a VP earning $250,000, that’s $250,000 to $500,000 in recruitment, onboarding, and lost momentum before their replacement is fully productive.
Your managers shape 70% of the variance in their team’s engagement (Gallup, 2024). If your managers aren’t improving how they lead, your team’s output, retention, and quality are all declining in ways that don’t show up on a single line item but compound across every quarter you wait.
Most leaders we coach spend 5 to 15 hours per week on work their teams could own: re-explaining decisions, sitting in meetings they don’t need to attend, fixing problems that started with unclear expectations. If you recovered even 5 of those hours per week, that’s roughly $60,000 per year in productive capacity for a VP-level salary.
“One of the best and highest-return decisions we made was to start working with Coop.” – Nate Robert, Cofounder & CEO, Baton
Comparing coaches?
Price is one variable. The coaching itself is the other. Try a free 55 minutes session and compare the quality firsthand.
What factors drive the price of executive coaching?
Experience and depth
A coach with five years in and a coach with twenty-seven years in have seen different things. Not just hours logged, but range: different industries, business models, leadership failures, turnarounds. Ask who they’ve worked with, at what levels, in what kinds of stressors and challenges they help people navigate.
Format: 1:1 vs. group vs. cohort
1:1 coaching is more expensive per person because the work is fully customized to you. Group coaching is lower cost per participant because the investment is shared. Both can be effective. The right choice depends on how confidential your challenges are and how much individualized attention your work requires.
Methodology and measurement
Coaches with proprietary frameworks, assessment tools, and a measurable outcomes approach typically charge more than coaches who work conversationally. That premium is usually earned back quickly. Behavioral change you can measure is more valuable than insights you can’t track. Look for measurement of change over time as a minimum standard.
Engagement length
Shorter engagements (under 3 months) produce insights and some behavioral change. Longer engagements (4-6+ months) produce more behavior change, deeper insights, smarter thinking, sharper tools and better results. The highest ROI is generated from engagements long enough for new habits to form and sustain in difficult conditions.
Geography and delivery
In-person coaching in major metros (San Francisco, New York, London) carries a location premium. Phone and video delivery has closed most of that gap without sacrificing quality. HPO’s High Performance Executive Coaching is conducted by phone for a reason: it keeps the focus entirely on the conversation.
Coaching market size and demand
The global coaching market was valued at $4.56 billion in 2023 and is growing at roughly 14% per year (Grand View Research, 2024). Demand for qualified senior coaches outpaces supply, which drives prices up at the experienced end of the market.
How to get coaching funded by your company
Many organizations fund executive coaching through Learning & Development budgets. Use this language to get the budget and support you need:
For the conversation with HR: “I’m looking to develop (specific leadership capability) to support (specific business goal). I’ve identified a coaching program with measurement built in. Can we discuss L&D budget support?”
For the conversation with your manager: “I want to be proactive about my development in (area). I’ve found a structured program with baseline, 90-day, and 180-day measurement. The cost is ($X). Would you consider supporting this?”
Companies fund coaching more readily when you tie it to a specific business outcome, present it as an investment with measurement, and bring it to the right person at budget time. For VPs and above, it’s rarely a hard conversation.
Need to build the internal case? See The ROI of Executive Coaching.
Once you have the support, here’s where to start. Request a free High Performance Executive Coaching Test Drive, or register for our free Secrets of High Performance Leadership workshop. Both are designed to give you a real experience before you commit to anything.
What should you ask before hiring a coach?
Who have you worked with at my level? Ask for actual range: industries, organizational structures, leadership challenges. Note that coaches may not reveal client names without their express permission. Vague answers signal limited experience at senior levels.
What’s your methodology? They should walk you through it clearly. Structure, phases, how the engagement progresses. If they can’t describe it, there isn’t one.
How will we know it’s working? Baseline at the start. Review at the end. Then measurement at 90 days and 180 days so you know what changed and what stuck.
What happens if it’s not working? Talk with your coach, explain your concerns, and revisit the outcomes you’re looking for.
Cross-link: For the complete buyer’s guide, see How to Hire an Executive Coach. (links to /how-to-hire-an-executive-coach/)
For the complete buyer’s guide, see How to Hire an Executive Coach.
Get the executive coaching budget template
A one-page template with ROI formulas, measurement frameworks, and talking points for your manager or HR. Used by 500+ leaders.
Common questions about executive coaching costs
Will my company pay for it?
Many companies fund executive coaching through Learning & Development budgets, particularly for VPs and above. Ask HR or your manager directly.
How long does coaching take?
Most serious engagements run 3-6 months. Shorter engagements tend to produce insights with some behavior change. Longer engagements tend to produce deeper insights, sharper thinking, more behavior change and better results.
Is group coaching as good as 1:1?
For building skills and upgrading your leadership operating system, group coaching can be just as effective. For a high-stakes transition or anything confidential, 1:1 executive coaching is the right fit.
What’s the difference between coaching and leadership training?
Training delivers knowledge. Coaching changes how you lead. The best programs combine them both.
Can I try before I commit?
Yes. The High Performance Executive Coaching Test Drive is a free 55-minute coaching session. Real coaching. Not a sales pitch.
How does payment work?
You pay before the engagement begins. No ongoing billing, no hidden fees. The price you see is the price you pay. If at any point the coaching isn’t working, we talk about it openly and adjust the approach.