THE COACHILLY DISPATCH

Hey Coach,

THIS WEEK

The average coaching rate is $297/session in North America. Most coaches charge less. Here is why that matters.

The ICF just released its 2025 Global Coaching Study. The numbers are clear: 122,974 coaches worldwide. 5.34 billion dollars in industry revenue. And an average fee of $297 per session in North America.

Most coaches charge below that number. Not because the market will not support it. Because they set rates based on comfort, not data.

Our new guide breaks down what the ICF data actually means for your practice:

1. The real rate ranges by niche (life, business, executive) so you know where you stand.
2. Five signals that tell you it is time to raise your rates right now.
3. Word-for-word scripts for the conversation most coaches avoid: telling existing clients the number is going up.

READ THE FULL GUIDE

THE SPARK

Hot take: AI is pushing coaching rates UP, not down

The fear was that AI would replace coaches and drive rates to zero. The opposite is happening.

Coaches who integrate AI into their practice (think between-session practice labs, automated progress tracking, or AI-supported frameworks) are delivering more value per engagement. More value means stronger outcomes. Stronger outcomes justify higher fees.

The coaches still doing everything manually are the ones feeling pricing pressure. The ones using AI as a tool to extend their impact are charging more and getting it.

If you have not read our article on the hybrid coaching model yet, it connects directly to this. Coaches who pair human expertise with AI-powered practice tools are building the kind of practice that commands premium rates.

Read: Why Your Clients Will Choose Coaches With a Hybrid Coaching Model

What is your take? Is AI helping you charge more, or are you worried it will push rates down?

JOIN THE CONVERSATION

DID YOU KNOW?

86% of companies that invested in coaching recouped their investment. The median organizational ROI was 7x (700%). And 99% of coaching clients said they were satisfied or very satisfied.

Source: ICF Global Coaching Client Study / PwC

When the ROI is 7x, the rate you charge is not the conversation. The transformation is.

P.S. 59% of coaches expect revenue growth this year. Most plan to get there by adding sessions, not raising fees. That is the slower, harder path. The scripts in the article might change your mind.

Stay bold,

COACHILLY MAG