By Kezia Royer-Burkett, Local Journalism Initiative Reporter
In a world increasingly drawn to self-improvement and personal development, life and business coaching have exploded in popularity. With the click of a button, Canadians can access services promising transformation in mindset, career, wellness, and beyond. But beneath the shiny testimonials and motivational posts lies a growing debate: should this booming industry be regulated?
Life coaching in Canada is a multimillion-dollar industry on the rise, projected to reach $356.53 million in revenue in 2025. Business coaching has already surged to a staggering $1.1 billion market, with more than 3,500 coaching businesses operating across the country. Globally, the coaching industry is worth an estimated $4.56 billion, with over 100,000 certified coaches worldwide. Yet, the appeal goes beyond economics. According to data from the International Coaching Federation (ICF), 80% of clients say coaching has improved their self-esteem, and nearly all report satisfaction with the experience.
This explosive growth signals more than just a trend — it reflects a societal shift. More people are seeking alternative, fast-track ways to transform their personal and professional lives without navigating the lengthy process of traditional therapy. However, in bypassing those traditional systems, they may also be bypassing necessary safeguards.
Ashley Deland, a strategic business advisor and founder of multiple ventures, including the ICF-aligned Business Mastery Academy, believes in the transformational power of coaching — especially for women. “A lot of women don’t understand how big they can dream,” she said. “They set goals, achieve them, and settle. I help them dream bigger and see what’s possible.” Deland positions herself not just as a coach but as a business partner and mindset mentor — offering structure, strategy, and hands-on support.
“The unique value proposition with me,” she explained, “is that I’m not just offering strategy. I’m in your business with you. You get access to me between calls. We walk through your goals step by step together.” Her model emphasizes proximity and high-touch support, from community events to bi-weekly calls and even on-site collaboration.
But while the benefits are clear to many, so too are the risks. Critics worry that the lack of oversight invites harm, particularly when coaches veer into therapeutic territory without proper credentials.
Carey Campbell, a registered psychotherapist and clinical director at HOPE: Helping People Out Earnestly in Burlington, sees this tension firsthand. “Coaches haven’t studied abnormal psychology or the DSM [the Diagnostic and Statistical Manual of Mental Disorders]. They haven’t studied human development or personality theory. The depth of knowledge is very different,” she explained. “We’re not just talking about setting goals. We’re talking about understanding why people hurt — and that requires more than just motivation.”
One of the starkest contrasts between coaching and therapy is the ethical framework. Therapists in Canada are legally bound by professional colleges, with strict rules on confidentiality, duty to report, and client care. “If I suspect abuse, I have to report it — even the possibility of abuse,” Carey, as clients know her, noted. “Coaches don’t have that same legal or ethical obligation. It’s more of a personal system of regulation.”
This regulatory gap has real implications. “There are no checks and balances,” Carey continued. “If a coach gives dangerous advice or breaches confidentiality, there’s no formal body to hold them accountable. That’s concerning when you consider the intimacy of what clients are sharing.”
Despite those differences, the line between coach and therapist often blurs — especially in marketing. “We see social media flooded with people using clinical terms like narcissist or PTSD with no understanding of the weight those labels carry,” Carey said. “Clients come in already diagnosed by a meme, and that makes real healing harder.”
Even so, some argue that coaching has a rightful place — especially when the issue at hand is behavioural, not clinical. “If someone wants to be a better mom and just needs help with discipline strategies, maybe a parenting coach can help,” Carey admitted. “But if that desire is rooted in unresolved abandonment from childhood, a coach won’t cut it. That’s where we come in.”
Alicia, a self-described life coach based online with ads directed to Oakville residents, echoed the value of coaching’s action-oriented approach. “Life coaching is forward-thinking. It’s about helping people identify goals, overcome obstacles, and create positive change,” she stated. Alicia’s website promises support for those seeking career change, personal growth, or better relationships. However, despite initially agreeing to speak with Burlington Local-News.ca, Alicia later declined the interview and did not reschedule.
This unpredictability speaks to another issue in the industry: a lack of transparency. Some coaches promote wide-reaching services while operating without a fixed location or easily verifiable credentials. In one case, an online coach advertised as being Oakville-based was actually living in Vancouver. This lack of clarity can confuse potential clients who are looking for local, community-based support.
Some coaches gain large social media followings by showcasing their glossy lives and inspiring stories of leaving full-time “corporate jobs” to pursue coaching. Many began in the world of multi-level marketing (MLM), where their leadership experience was built by developing “downlines” — often made up of women trying to earn a few extra dollars as they stay at home with their children, whose sales directly boosted the incomes of those above them. Several major MLMs have recently dropped the model altogether or shut down (e.g. Bodi, formerly Beachbody, dropped the MLM model as “unsustainable,” as did Rodan and Fields; Modere shut down just this week). With the MLM model’s decline, some former top earners have pivoted into coaching — offering services like life, leadership, or executive coaching despite never having been in a C-suite role in a non-MLM company. Online critics have flagged a reliance among this type of coach on personal growth buzzwords, pseudoscientific jargon, and vague promises. While the packaging is often sleek, critics argue it can conceal a lack of structure, qualifications, or evidence-based methods. We reached out to several local examples for interviews, but they did not respond.
Deland, however, is pushing for more accountability and credibility in the industry. “We created Business Mastery Academy because there weren’t enough accredited women leading. We wanted to raise the bar.” The Academy aligns with ICF standards and offers a structured path for women seeking not just business success but long-term leadership success.
Still, as Carey pointed out, coaching often sells “quick fixes” for problems that are deeply layered. “I get it — we all want the simple solution,” she said. “If a cold shower and 5 a.m. start could cure anxiety, I’d be the first in line. But healing is hard. It takes time, reflection, and safety.”
Another distinction lies in the support system behind the professionals. “Most therapists I know are also in therapy themselves,” Carey said. “Our profession teaches us that you cannot co-regulate someone else if you are not regulated yourself. That kind of self-awareness and accountability isn’t built into coaching culture — at least not consistently.”
Moreover, therapists can’t guarantee results — ethically or legally. “I can’t say therapy will make you feel better. It might make you feel worse before it makes you feel better,” Carey added. “We’re not selling outcomes. We’re building resilience.”
While some coaches may incorporate therapeutic language or mindfulness techniques — tools that have origins outside the clinical realm — it’s the application that makes the difference. “Mindfulness has been around forever, sure,” said Carey. “But when we use it in therapy, we do so with an awareness of trauma, triggers, and long-term effects. I worry that some coaches aren’t trained to recognize when they’re out of their depth.”
As the coaching industry continues to thrive, so does the call for regulation. Many experts argue for the development of an independent governing body that could set baseline standards for certification, ethics, and client protection. Until that happens, the burden remains on the client to vet potential coaches, ask hard questions, and consider whether their needs are best served by a coach — or a clinician.
Deland acknowledges the criticism but argues for nuance. “Ask what qualifies someone to lead your life. If you don’t feel like they could be on your personal board of advisors, they’re not the right fit.”
Whether coaching is your catalyst for growth or a risky shortcut to deeper issues depends on who you ask — and who you hire.
