Coaching in the Digital Age: Personalization, Opportunities and Challenges

Abstract: With the arrival of the digital age, coaching, like other disciplines that focus on the human being, finds itself in a conjunctural break with its professional framework centred on well-being, empathy, direct dialogue and the immediate reactions and emotions of the client. The digital alternative to coaching, characterized by the use of online platforms, mobile applications, live chat, video calls and other digital resources, is advancing in a transcendental and fragmentary direction rather than an immanent one. In this work, we will explore the concept of digitalising life coaching in various situations such as during pandemics, in busy schedules, in remote areas, and with considerations of discretion and anonymity. We will begin by outlining, in a linear and progressive manner, the transition from the demythification of traditional face-to-face coaching to the personalisation of digital coaching. Secondly, we will list the advantages and disadvantages of digital alternative. Finally, we will present some illustrative statistics in order to clarify and specify our theme. Key words: challenges, digitalisation, life coaching, personalization