The term coaching comes up in many contexts today — from career changes to personal development. But what does it actually involve, who is it for, and how does it differ from psychotherapy? This article provides a straightforward overview.
What is coaching?
Coaching is a structured process in which a trained professional (the coach) supports another person (the coachee) in clarifying and achieving their goals. The focus is not on the past but on the present and the future: Where am I now? Where do I want to go? What is holding me back?
A coach typically does not provide ready-made solutions. Instead, they work with targeted questions, reflection exercises, and methods that help the coachee find their own answers and take concrete steps forward.
Coaching and psychotherapy — what is the difference?
Coaching and psychotherapy share some common ground, but they address different situations:
Coaching is aimed at fundamentally healthy individuals who want to work on a specific concern — such as a career change, a difficult decision, or personal growth. The focus is on goals and resources.
Psychotherapy is often aimed at people experiencing psychological distress or mental health conditions — such as depression, anxiety disorders, or the effects of trauma — but it can also be used without a formal diagnosis. The focus is on treating and alleviating suffering.
Both approaches are valuable and are not mutually exclusive. Many people turn to coaching and therapy at different points in their lives. What matters is choosing the right option for your current situation.
What types of coaching are there?
Coaching is not a single format. Depending on the topic, there are different areas of focus:
Life coaching: Support with personal topics such as life planning, relationships, self-worth, or decision-making.
Career coaching: Guidance during career transitions, job applications, leadership development, or work-life balance.
Business coaching: For entrepreneurs and managers — topics such as business leadership, team dynamics, or strategic decisions.
Health coaching: Support with changing habits, stress management, or dealing with chronic strain.
What does a typical coaching process look like?
A coaching process usually starts with a no-obligation introductory session. This is where coach and coachee determine whether the collaboration is a good fit and what goals the coachee wants to pursue. After that, sessions typically take place every one to four weeks.
A typical session lasts between 50 and 90 minutes. Between appointments, the coachee often works on agreed tasks or reflection questions. The overall duration of a coaching process is usually shorter than psychotherapy — commonly between 5 and 15 sessions.
Coaching in Austria: the legal framework
In Austria, coaching — particularly life and personal coaching — falls under the regulated trade of Lebens- und Sozialberatung (life and social counseling). Business coaching may also fall under the trade of Unternehmensberatung (business consultancy), depending on its focus. In both cases, anyone offering coaching commercially must hold the relevant trade license and have completed a recognized training program. This sets Austria apart from many other countries where the title "coach" is not legally protected.
This legal framework offers you a degree of assurance as a client. When choosing a coach, make sure the person holds the appropriate license.
Who can benefit from coaching?
Coaching can be helpful if you:
are facing an important decision and want to gain clarity
want to take a new direction in your career
want to define and pursue personal goals
want to strengthen your communication or leadership skills
feel stuck even though you are generally doing well
If you are unsure whether coaching or psychotherapy is a better fit for your situation, an introductory session with a coach or therapist can help you find the right option.
