By Kas Ramus (MSc 2019/20)
Fear and negativity hold so many people back from progressing in life and reaching their full potential. They get stuck in a rut, they allow negative self-talk and thoughts to get in the way of their goals (Hickey, 2014). A professional coach can help to overcome these obstacles and open up the gates to a more meaningful and purposeful life (Blonna, 2010).
Coaching is a rapidly growing industry. The International Coaching Federation (ICF) did a study in 2016 and found that there were approximately 53,000 coaching professionals worldwide, bringing in a global revenue in excess of US$2 billion a year. Sceptics have argued that there is a lack of empirical research on the outcomes of coaching with regards to its effectiveness (Bozer & Sarros, 2012) which should be available to justify the high cost of coaching (Theeboom, Beersma, & van Vianen, 2014). A study by Bono, Purvanova, Towler and Peterson (2009) on 428 coaches found that $237 was an average hourly fee. Harvard Business Review assessed that a coach could even charge up to $3500 an hour (Coutu, D. & Kauffman, 2009).
With the growing profile of coaching, an increased necessity for scientific rigour has become essential (Hill and Oliver, 2019), Fillery-Travis and Lane (2006),] concluded that it was no longer enough to ask “does it work?” and the time had come to shift towards “how does it work?”. This challenge generated a need for a robust theoretical framework to help identify and understand the underlying processes and mechanisms of coaching (Grant, 2010; Sonesh et al., 2015; Spence & Oades, 2011)
ACT (Acceptance and Commitment Therapy; Hayes, Strosahl, & Wilson, 1999) is the answer. It is a psychotherapeutic approach to coaching that aims to enhance psychological flexibility. It is evidence-based – 200 Randomised Control Trials have shown ACT works. It is theory-based – ACT is based on evidence: Relational Frame Theory (RFT; Hayes,Barnes-Holmes & Roche, 2001), that explains how thinking and language influence human behaviour. It aligns with coaching – like coaching, ACT assumes the client is not broken and in need of fixing but simply struggling with troubling thoughts and emotions (Blonna, 2010). It also encapsulates mindfulness, a technique of great interest in coaching as it focuses on accepting experiences as they unfold and decreasing instant emotional reactions.
Because of its theoretical underpinning, coaches who use ACT in their practice, are not only able to answer the questions – does it work? They can also explain how and why it works. Knowing how the mechanisms work gives their coaching greater accuracy, efficiency and effectiveness.
ACT’s objective is not to eliminate or challenge uncomfortable thoughts and feelings but rather to accept they are there and move towards something meaningful regardless. It focuses on increasing one’s psychological flexibility, the ability to choose one’s behaviour even when experiencing difficult thoughts and emotions. Research has proved ACT is indeed an effective approach to coaching. Skews (2018) carried out a Randomised Control Trial specifically on ACT-based one-to-one coaching, showing significant increases in psychological flexibility and well-being.
A recent qualitative study by Ramus (2020), takes the research further by interviewing ACT-based coaches to find evidence on how and why the various components of ACT worked in practice. This study explored the mindfulness, defusion, acceptance and values components of ACT. It found that mindfulness practices (for example a breath focusing exercise) helped slow things down for clients, bringing them back to the present so that they better understand what is going on for them. Defusion exercises helped give them a different perspective on intrusive thoughts so that they were not governed by them. Acceptance allowed clients to understand that unhelpful thoughts can remain without hindering progress. Values-based exercises helped people clarify what really mattered to them infusing their lives with greater meaning and purpose and helping them understand that discomfort (e.g. anxiety) is acceptable if ultimately their action leads them to something they valued. All these outcomes together attributed to the clients starting to live a better quality of life very quickly. Equally interesting is the study’s finding that the coaches themselves had undergone transformative experiences with ACT. What’s more, it also found that the ACT approach was preferred over others such as CBT (Cognitive Behavioural Therapy), which clients found difficult as it encouraged them to challenge and change their thoughts. Clients had felt they had failed at CBT because they had not been able to control their negative thoughts, but surely, it was that CBT had failed them.
Challenging or trying to push away persistent unwanted thoughts just does not work. Like a beach-ball, it keeps popping up in front of us no matter how hard we try to hold it underwater.


As said by Steve Hayes (creator of ACT), there is no such process as “unlearning”. To extinguish past habit or behaviour one has to learn new responses (Hayes et al., 2012).
ACT is so great and so novel precisely because you don’t have to fight with your thoughts, it’s giving you permission to just let them be there. But this is not an end in itself, you may be thinking – but then so what? Now what?
The now what is the values bit.
Through exploring your values (with ACT), you have somewhere to focus your attention – on action that is serving your ultimate values (so that you are not dragged back into having a conversation with your thoughts and can tolerate them just being there). It’s such a relief to know that if you have a mind that beats you up, it doesn’t have to ruin your life. It’s just stuff echoing from the past. That gives people a real sense of liberation. You can inject your life with meaning and purpose. You don’t have to wait to get rid of your bad thoughts. You can generate meaning and purpose now.

So what does this mean for coaching?
We have evidence supporting an approach for coaching that is:
- Evidence based – scientific rigour is crucial in the growing coaching industry to justify the substantial cost as value-assured expenditure.
- It is a compassionate approach that is easy to grasp that will benefit individuals both personally and in the workplace in their general mental health and performance thus improve the well-being of the company
- ACT coaches are passionate as they have themselves had transformative experiences with ACT
To conclude, ACT-based coaching is a more gentle and companionate approach compared to other methods in its tolerance of intrusive thoughts and helping people find their authentic selves. It is more aligned with how people naturally think and feel which attributes heavily to its effectiveness. ACT better reflects the reality of what a human being is.
References
Bono, J. E., Purvanova, R. K., Towler, A. J., & Peterson, D. B. (2009). a Survey of Executive Coaching Practices. Personnel Psychology, 62(2), 361–404. https://doi.org/10.1111/j.1744-6570.2009.01142.x
Bozer, G., & Sarros, J. C. (2012). Examining the Effectiveness of Executive Coaching on Coachees’ Performance in the Israeli Context. International Journal of Evidence Based Coaching & Mentoring, 10(1).
Coutu, D. & Kauffman, C. (2009). What Can Coaches Do for You?: Business Source. Harvard Business Review, January, 91–97.
Fillery-Travis, A., & Lane, D. (2006). Does coaching work or are we asking the wrong question? International Coaching Psychology Review, 1(1), 23–35. https://doi.org/10.1097/00152193-199706000-00006
Hayes, S. C., Strosahl, K., & Wilson, K. G. (1999). Acceptance and Commitment Therapy: An experiential approach to behavior change. New York: Guilford Press
Hickey, K. (2014, September 25). Research Paper: Using Acceptance and Commitment Therapy to Overcome Roadblocks and Reach Full Potential: Principles and Practices for the Coaches Toolbox. Retrieved from https://coachcampus.com/coach-portfolios/power-tools/kimberly-hickey-using-acceptance-and-commitment-therapy-to-overcome-roadblocks-and-reach-full-potential-principles-and-practices-for-the-coaches-toolbox/.
Ramus, K. K. (2020). The impact of ACT-based coaching. A Qualitative Study exploring why coaches choose to use ACT-based coaching and what impact they felt it had on their coachees. A Thematic Analysis. (Unpublishes Master’s dissertation). City, University of London
Sonesh, S. C., Coultas, C. W., Lacerenza, C. N., Marlow, S. L., Benishek, L. E., & Salas, E. (2015). The power of coaching: a meta-analytic investigation. Coaching, 8(2), 73–95. https://doi.org/10.1080/17521882.2015.1071418
Spence, G. B., & Oades, L. G. (2011). Coaching with self-determination theory in mind: Using theory to advance evidence-based coaching practice. 9, 37–55. Retrieved from http://www.business.brookes.ac.uk/research/areas/coachingandmentoring/
Theeboom, T., Beersma, B., & van Vianen, A. E. M. (2014). Does coaching work? A meta-analysis on the effects of coaching on individual level outcomes in an organizational context. Journal of Positive Psychology, 9(1), 1–18. https://doi.org/10.1080/17439760.2013.837499
