‘A pyramid scheme’: The opaque underbelly of life coaching

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The unregulated and unruly life coaching industry has left many spending thousands with little to show for it.

To an outsider, Billiejo Mullett is someone who has her head firmly screwed on. She’s smart and educated — a registered nurse who works for a medical insurance provider — and balances her career with a busy family life.

With early roots in the late-20th-century pull toward self-improvement, life coaching broadly encompasses a program of goal-setting and talk-therapy-style sessions aimed at improving an individual’s circumstances and well-being. There were videos “talking about how your brain is the most valuable thing you can invest in”, Mullett said.

“How can you sell someone on the value of coaching if you’re not paying for coaching yourself?” she said she was told. This may be by employing other life coaches and taking a cut of their profits, creating what is known as a downline, or by selling things like coaching certifications to their follower base.

Eva Collins, a former life coach who runs an Instagram account that shares anonymous comments about some of life coaching’s worst offenders.Although Richards became sceptical of the industry, she said that her stubbornness made her stick with it. “I’m not a quitter,” she said. “I saw the issues a long time ago, but walking away was too difficult.”

“Coaching is a self-regulated industry, which means that anyone can establish a coaching practice regardless of their training or professional background,” said Carrie Abner, the vice president of credentials and standards at the International Coaching Federation, in a statement. She said that clients should make sure they were working with trained and experienced coaches who had credentials.

 

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