“Which hat do I say I'm wearing?”: identity work of independent coaching practitioners

Purpose – This paper aims to provide an insight into the complexities of the identity work performed by independent coaches, based on an investigation into their “lived experiences”. The emerging coaching industry has created opportunities for individuals wishing to pursue a career as independent executive/career coaches. Design/methodology/approach – This exploratory investigation was conducted using the principles of grounded theory, drawing on insights from “knowledgeable informants” (18 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 pract...