‘Which hat do I say I’m wearing?’: Identity work of independent coaching practitioners

Purpose The emerging coaching industry has created opportunities for individuals wishing to pursue a career as independent Executive/Career Coaches. Based on an investigation into the ‘lived experiences’ of independent coaches, this paper provides insights into the complexities of the identity work they perform. Design/methodology/approach This exploratory investigation was conducted using the principles of grounded theory, drawing on insights from ‘knowledgeable informants’ (eighteen in total) gained through interviews and focus group discussion. Findings Despite the attractiveness of pursuing an independent career, the findings surfaced a number of tensions in the way that independent coaches transform and perform their identity. One tension involves balancing notions of self-identity and ‘ideal work’, with presenting a credible self to different client groups, the purchasers of their services. Research limitations/implications As the research focused on a specific category of independent practitioners, more research is required to assess the generalizability of the findings to other categories of practitioners. Practical implications A framework illuminating the processual nature of identity work amongst independent coaches is presented. This could be used to inform developmental conversations with aspiring independent coaches, or to support the content on formal coaching programmes. Originality/value In drawing attention to the complexities of identity work performed by independent coaches, given the contingencies affecting their work, this research offers a different contribution to the coaching literature.