Structuring and Understanding the Coaching Industry: The Coaching Cube.

We offer a theoretical coaching cube that helps to structure and understand the coaching industry. The three dimensions of the cube refer to (1) coaching agendas (what); (2) coaches' characteristics (who); and (3) coaching approaches/schools (how). Each dimension is described by discussing the academic literature surrounding it. Using an economic and psychological perspective, we explore which combinations of these three dimensions are more likely to be observed in the business world. Next, we present three studies from Belgium that empirically explore the existence of the different combinations. Finally, we discuss theoretical and practical implications of the coaching cube.