The 788% figure comes from one case study
The most cited executive coaching ROI figure, 788 percent, comes from a single Fortune 500 case study published in 2001. Source: Leaders ADAPT.
Research
Agency coaching by the numbers
The coaching profession generated an estimated $5.34 billion over the past year, according to the 2025 ICF Global Coaching Study.
This page collects published statistics on coaching and the agency market, each stated as published with its source. None are Tim Kilroy's own figures. They help explain how big the coaching market is, how to read ROI claims, and how fragmented the agency industry is.
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Last updated: · Published by Tim Kilroy
How big is the coaching industry?
Large and growing. The ICF study estimates revenue almost doubled from $2.849 billion in 2023, and the number of coach practitioners reached a record 122,974.
Projections: the industry is projected to keep growing to $9.5 billion by 2032, per Luisa Zhou's coaching statistics roundup, and ICF and independent analysts project 8 to 9 percent CAGR through 2028, per Tandem Coach.
Does business coaching actually pay off?
Published ROI figures vary widely and deserve context. Here they are with their conditions, as published.
The 7x median has a thin base
The second most cited, a 7x median return, comes from a 2009 survey in which only 9 percent of respondents could supply the underlying figures. Source: Leaders ADAPT.
Reported ranges
Clients consistently report coaching ROI in the range of 340% to 700%, and more than 25% of coaching clients experience an ROI between 10 and 49 times the cost of coaching. Source: Kinkajou Consulting.
Organizational returns
Studies show that for every dollar spent on coaching, organizations typically see $5 to $7 in ROI. Source: Luisa Zhou.
Practical takeaway: judge any coach by whether one measurable constraint improves, such as conversations, proposals or close rate. See the agency coaching cost page for a simple affordability check.
How many digital agencies are there?
About 71,000 in North America and more than 200,000 worldwide, according to the 2026 Digital Agency Industry Report from Promethean Research, which surveyed 1,452 agencies.
What it means for an established small agency: the market is crowded with small shops, so clear positioning and a repeatable way to win clients matter more than ever. That is the focus of the agency coaching program.
Common questions
Short answers to what agency owners ask most. See the full agency coaching FAQ for more.
Is business coaching worth the money?
It can be, but treat headline ROI numbers carefully. The most cited executive coaching ROI figure, 788 percent, comes from a single Fortune 500 case study published in 2001, according to Leaders ADAPT. A better test is whether coaching moves a specific constraint, such as conversations, proposals or close rate, that you measure before and after.
Do executive coaches make money?
Many do. The 2025 ICF Global Coaching Study estimates the profession generated $5.34 billion over the past year across 122,974 coach practitioners worldwide, and most coaches (59%) expect to make more money next year. Individual income varies widely by niche, experience and client base.
Does an agency coach need ICF certification?
Not necessarily. ICF credentials show training in coaching methods, while agency coaches are usually chosen for operating experience. The experience Tim Kilroy reports is operational: over 25 years in agency and marketing work, three agency launches with two exits, and more than 300 agencies coached. Confirm any credential with the body that issued it.
How do I know if I can afford an agency coach?
Borrow the hiring math Tim Kilroy uses in Agency Studio: divide the monthly cost by your real profit margin to see the new revenue needed to cover it. At $399 a month and a 20% margin, that is about $2,000 a month in new revenue. Use your actual margin, calculated after paying yourself a salary.
Which agency is best for digital marketing?
There is no single best digital marketing agency; the right one understands your business, market and constraints. That is also Tim Kilroy's core advice to agencies. He cites that 70% of CMOs who fire an agency do so because they feel it does not understand their business, so choose for understanding, not tactics.
Find out what is actually holding your agency back
Start with a free 30-minute WTF call with Tim Kilroy. No pitch. You leave knowing what to fix first, whether or not you work together.
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