Updated September 2026
Key Takeaway: How much does an executive coach cost? The International Coaching Federation’s 2025 study puts the average one-hour session at $234, across all coaching types. Harvard Business Review reported executive coaches earning up to $3,500 an hour. Coaches charge hourly, by monthly retainer or as a fixed program. I’m Ken Lundin, and I’ve run a 100-person sales force. Judge any price by what changes in how you lead, and who checks it.
According to the International Coaching Federation, the average fee for a one-hour coaching session is $234. Below: what the survey data says and the four pricing models. Then what pushes the price up, and how to choose.
What does the survey data say about coaching fees?
| Source | What it reports |
|---|---|
| ICF 2025 Global Coaching Study (10,035 valid responses) | Average fee for a one-hour session: $234, active coach practitioners worldwide |
| Same study, by generation | Baby Boomer coaches charge $270 per hour on average, Millennial coaches $193 |
| Harvard Business Review, “What Can Coaches Do for You?” | Executive coaches can earn up to $3,500 an hour (2009) |
The ICF average covers every kind of coaching, not only executive coaching. Coaches with more than ten years of experience charge higher hourly fees. They are also more likely to work mainly with executives, the same study found.
How do executive coaches price their work?
| Model | How it works | Watch for |
|---|---|---|
| Hourly | You pay per session | Easy to start, easy to drift. No one owns the outcome between sessions |
| Monthly retainer | A set number of sessions plus access between them | Be clear on response time and what counts as “access” |
| Fixed engagement | A defined program over several months, often with assessments and stakeholder interviews | Ask what’s included, and what happens if you want to stop early |
| Company-sponsored | Your employer pays and may set goals with the coach | Ask what the coach reports back, and to whom |
What drives the price up or down?
- Experience. The ICF study links more years of coaching to higher fees.
- Who the client is. Ask whether the rate changes for a CEO or senior team versus a first-time manager.
- What’s included. Assessments, 360 interviews, time with your team, and access between sessions all add cost.
- Format. Virtual sessions cut travel. In-person days on site can cost more.
- Background. A coach who has run the kind of business you run may price that experience in.
What should an executive coaching engagement include?
- A clear goal, written down at the start, in terms of how you’ll lead differently.
- Input from people who work with you, not only your own view.
- A regular session rhythm, with notes on what you agreed to try.
- A check on whether it happened. What you committed to last session, and what you actually did.
- A defined end, or a review point where you decide whether to continue.
Is an executive coach worth what it costs?
It depends on what changes. A coach who helps you think clearly is useful. A coach who also checks whether you changed is worth more. Did you run your meetings, your team or your number differently?
In my experience, the gap is rarely insight. The leaders I’ve worked with usually knew what they should do. What slips is doing it every week once the session ends.
That is the same gap I see in sales teams, at 5 reps and at 100. Everyone knows the play. Nobody checks the next call. Is your coaching goal the sales number? Then hear how other leaders handle it on the Broken Playbook podcast before you hire.
How do you choose an executive coach?
- Write down the one thing you want to change. Not “be a better leader.” Something you could see on a calendar or in a meeting.
- Ask how they measure progress. Listen for specifics, not feelings.
- Ask for references from clients like you, in role and company size.
- Ask what they’ve done, not just what they’ve studied. Have they run a team, a P&L or a sales number?
- Do a first session before you sign a long engagement.
- Agree the pricing model and exit terms in writing.
For more questions to ask, see how to choose a CEO coach.
FAQ
How much does an executive coach cost per hour?
The ICF’s 2025 study puts the average one-hour coaching session at $234 across all coaching types. In 2009, Harvard Business Review reported that executive coaches can earn up to $3,500 an hour.
How much does a CEO coach cost?
The ICF study doesn’t report a separate average for CEO coaching. At the CEO level, how much an executive coach costs comes down to the quote. Get a quote based on the pricing model, what’s included and how long the engagement runs.
Does a company pay for executive coaching?
It can. If your company pays, agree up front what the coach shares with your employer.
How long does executive coaching last?
It depends on the goal. Agree on a length or a review point before you start. Then decide whether to continue based on what changed.
Is executive coaching tax deductible?
It can be, in some cases, for business owners, depending on your country. Ask your accountant about your situation.
What is the difference between an executive coach and a business coach?
An executive coach works on how you lead. A business coach works on how the business runs, such as strategy, sales and operations. Some coaches do both, so ask which they focus on.
About Ken Lundin
I’m the founder of RevHeat and host of the Broken Playbook podcast. I’ve run a 100-person sales force and hired the 100 people in it. I’m a member of the Forbes Business Council. More about me · See my talks.