Why Ethical Coaching and Professional Standards Matter More Than Ever

Why Ethical Coaching, Proper Training, and Professional Standards Matter More Than Ever

 It was drawn to my attention recently that there has been coverage in the British media and that the BBC produced a documentary concerning a coaching organisation that was formerly based in the United Kingdom and has been the subject of public scrutiny.

The public record shows that the organisation’s UK business entity was placed into insolvency and wound up by the government in the public interest following an investigation. That step is relatively unusual and understandably causes people to pause and ask questions. I make no comment whatsoever on that case, the facts, the individuals involved, or the underlying allegations. That would be inappropriate.

What I have noticed is that the organisation appears to retain an online presence outside the UK. Again, I offer no comment on what that may or may not mean.

What this situation does raise, however — and this is the important point — is the broader issue of unethical or poorly practised coaching. It highlights the reality that some individuals operate as coaches without training, without professional supervision, and without any recognised ethical framework. In some cases, this is opportunism. In others, it is simply a lack of competence or understanding of professional boundaries.

Coaching, as an industry, is not uniformly regulated. That places a responsibility on both practitioners and clients to exercise discernment. Choosing a coach who has received proper training and who abides by a recognised code of ethics is not about elitism or gatekeeping. It is about client protection, integrity, and trust.

This is where professional bodies such as the International Coaching Federation (ICF) play a crucial role.

ICF-aligned coaching is grounded in a clearly articulated Code of Ethics and a globally recognised set of Core Coaching Competencies. These standards exist to protect clients and to ensure that coaching is conducted with professionalism, transparency, confidentiality, and respect for client autonomy.

Becoming an ICF-credentialed coach is not a marketing exercise or a weekend certification. It is a rigorous process. It involves completing accredited coach training, logging substantial verified coaching hours, undertaking mentor coaching with qualified supervisors, and being formally assessed against professional standards. Credentialed coaches are also required to commit to ongoing professional development and ethical accountability.

These safeguards matter. They define what coaching is and what it is not. Ethical coaching is not therapy. It is not persuasion. It is not ideology. And it is certainly not about control or dependency. Ethical coaching is a structured partnership that supports independent thinking, better judgment, and intentional action.

It is important to be fair and balanced here.

Formal training alone does not automatically make someone an excellent coach, and the absence of formal training does not automatically mean someone is a poor one. There are highly effective coaches who have never undertaken formal training, just as there are trained coaches who are less effective in practice.

However, ethical coaching must always be the priority.

For me personally, this is precisely why I chose to train formally. I took a year out, invested significant time, and spent in excess of $30,000 to become a highly trained, ethical executive coach. That decision was not accidental. It likely stems from my professional background as a lawyer, where doing things properly, respecting boundaries, and adhering to standards are not optional — they are fundamental.

That mindset carries directly into my coaching practice.

Ethical coaching means clarity of role. It means confidentiality. It means professional boundaries. It means transparency around fees and scope. It means knowing when coaching is appropriate — and when it is not — and being willing to refer a client elsewhere if their needs fall outside the coaching relationship.

What it does not mean is influence, pressure, dependency, or persuasion.

Finally, it is worth stating this clearly: a small number of poor or high-profile examples do not define an entire profession. It would be incorrect and unfair to conclude that all coaches are unethical, con artists, or cult-like simply because of a handful of cases. That is not the reality I see in professional coaching.

Most ethical, professional coaches are thoughtful, well-trained, and genuinely committed to supporting others in ways that strengthen independence rather than undermine it.

If you are considering working with a coach, I encourage you to ask questions. Ask about training. Ask about ethics. Ask about supervision, boundaries, and accountability. A professional coach will welcome those questions — not resist them.

You can learn more about my approach to ethical executive coaching and the services I offer to lawyers, executives, and business owners in the US and UK at www.petergourri.com.

And if this article helps bring balance, clarity, or reassurance to the conversation, please feel free to share it — it may help others choose wisely. 

WHO NEEDS AN EXECUTIVE COACH ANYWAY?

An interesting question came up today which directly affects my career, but it occurs to me also my past. I’ll explain! Over ten years ago, I was a successful but stressed-out lawyer with no life and even less joy. This was not caused by the loved ones and friends around me but by me, and me alone!

A good friend, a successful management consultant with Accenture and other leading companies, offered me executive coaching. This was not the only time this happened. Over the years, I have met life coaches of different backgrounds and qualifications at various networking events.

I always said no, not because I questioned my friends' or other life coaches' fine qualities, but because I didn’t believe in life coaching. I could not see how it could benefit me or my life. I was arrogant, ignorant, and, on reflection, really quite stupid! This was despite the fact that I am generally considered to be quite clever and held in high regard by my colleagues and critics alike.

So, how could it be that I was such a short-sighted idiot, and what changed to make me a believer in the skill, art, and success of life coaching?

Reflecting on this, my first thought about why I had rejected coaching was that maybe it was a cultural issue. I am British by birth, and you know Brits can be a pretty proud and stubborn lot! Just look at the United Kingdom's dealings with the rest of the world, both in history and now, where, despite its reduced global influence, it continues to punch above its weight—or at least we Brits like to believe we do!

I have always been immensely proud and worked hard for everything I achieved in my career.  I had some wonderful mentors along the way, not least my first-ever boss, who took me under his wing when I was a 17-year-old outdoor clerk in a law firm called Wray Smith & Co., based in the ancient heart of the British legal profession, the Inner Temple in London. I cannot tell you the love and affection I still hold for this man today. Still, there are areas where I can reflect and recognize with increased age and experience that I no longer accept or agree with many of his views, not least where it came to areas like the expression of feelings and openness to believing in these fangled new age practices that have never helped anyone.

As a successful lawyer and, subsequently, a judge, I wanted to be like him, and for a long time, I believed his every word. Please don’t get me wrong; it was not that he was incorrect; it was just a very different age born of the Second World War, as well as the period after that, which were tough times in the United Kingdom and the rest of Europe for people of my parents and grandparents generations. So, was this a cultural issue that was responsible? I think it contributes to it, but it is not the only issue.

Was I a coward? I don’t mean in the old-fashioned sense of the expression!   I have always tried to face any problem head-on and work hard to find a solution rather than avoiding it! That’s a contradiction to accepting the benefits of executive coaching, RIGHT?

So, what was I afraid of opening up? Admitting I have made mistakes and facing them? I think if we are honest with ourselves, we are all a little fearful of doing so; that is what makes us human after all, unless, of course, you are a sociopath, a few of whom I have worked for over the years, in which case your self-belief and confidence is second to none!

The thing is, and it’s a silly but essential thing, COACHING WORKS! Not only does it work, but it is not about mistakes or leaving yourself feeling like you are exposing yourself. It is about the future as well as the here and now!

When I work with a client, the client sets the agenda and comes up with the answers, albeit with a bit of steering and guidance from me using my ears, eyes, and mouth, asking the right questions. My clients already have the answers, but they can be hidden deep or right in front of their eyes! I help them find them; as I said, COACHING WORKS!

As a professionally trained life coach, I am delighted when I see my clients' breakthroughs and fantastic results. Knowing that they are progressing to the next stage of their success or breakthrough in life brings me genuine pleasure and joy.

I shouldn’t be surprised; as soon as I started using a coach, the old concerns and negative thoughts were there, and I was initially hesitant, resistant, and nervous. My skillful coach asked me the right questions, and pretty much straight away, I noticed my life changing for the better through several breakthroughs.

I realized that events or thoughts that had held me back for years were not the roots of my problems; it was me and only me! I learned to become a happier, better, and more successful person.

So, all those years ago, how could I have been so unwise as to believe that coaching could not help me? Change my life for the better, both professionally and personally? I’m still unsure if I have an answer to that, but I have learned that coaching is about a brighter future and improving the here and now! That is all that matters!

Professionally trained life coaches undertake specialist courses and obtain skills as part of their accreditation process required by the International Coach Federation, of which I am a member. This process involves them learning about themselves to enable them to help others. It is a fascinating journey, sometimes tricky, but extremely rewarding.

Why wouldn’t this be attractive? Is it cultural or more? Only you can find out the answer to that question, but trust me, I wouldn’t have missed this journey for anything. I’m so happy that I can say out loud that I am an ICF COACH, able to help others on their journey, too!