Do I really have to get out of my busy business life and drive halfway across town for my coaching? Can’t this be done more efficiently? Just as we’ve optimized meditation, sports, learning, and even dating through digital media?

More and more professionals—especially those in digital-first environments—are asking these questions. And rightly so. The demand for flexible, accessible coaching formats has grown significantly over the past decade. According to a Harvard Business Review article, digital coaching has increased in popularity not only due to convenience, but also because of its scalability and global reach.

The growing market for digital coaching

Interest in online coaching services has been increasing significantly, particularly among millennial and Gen Z leaders who expect high-quality services on demand. This shift is also reflected on the provider side: After American pioneers such as BetterUp, many new providers have entered the German market in recent years—CoachHub, evelop-me (by Kienbaum), CoachNow, Bettercoach, and others.

These platforms often combine tech-based scalability with personalization through certified coaches, providing flexible coaching journeys that were once reserved for top executives.

Coaching apps: Self-coaching on the go

Coaching apps are the simplest form of digital coaching. In their basic form, they function without a live coach and focus on self-guided learning and reflection. Users can set goals, track progress, and answer guided reflection prompts—often paired with nudges or reminders. Some apps also offer an upgrade to chat or video access to a coach.

Examples include: BetterUp, Mindshine, and Moodpath.

While studies on app-based coaching are still emerging, early evidence shows they can be effective in building habits and fostering emotional awareness—especially when used regularly. However, they typically work best as a complement, not a substitute, for real dialogue.

E-coaching: Real conversations, flexible formats

If you want coaching to be more personal—but don’t have time to meet in person—you can use E-coaching. This term refers to coaching sessions with a real coach conducted through video calls, phone conversations, email, or messenger services.

E-coaching makes coaching location-independent and accessible across time zones, ideal for busy leaders or remote teams. Recent studies, including one from the International Journal of Evidence Based Coaching and Mentoring, indicate that virtual coaching can be just as effective as in-person coaching when the relationship quality is high and the communication format suits the topic.

Face-to-face coaching: Still the gold standard?

Larger surveys still show that face-to-face coaching remains the most preferred format. Having a coach present enables rich, multi-sensory communication, deeper emotional connection, and the possibility to follow spontaneous insights more freely.

Research published in The Coaching Psychologist supports this: Non-verbal cues, such as facial expressions, posture, and energy, play a significant role in building trust and creating psychological safety—especially early in the coaching relationship.

In a nutshell

Coaching apps are convenient and a great add-on, but usually only cover specific application areas. E-coaching offers a personal coaching experience and is flexible due to its location independence, but there are limitations of free exploration through the media used. Vis-à-vis coaching is characterized by the clarity of direct contact and the personal interaction between coach and coachee.

Find the format that fits your life and goals

At crispycoaching, we offer both in-person coaching for those who value deep dialogue in a shared physical space
👉 Explore in-person coaching

… and remote coaching formats for leaders and talents who prefer more autonomy and flexibility—like our digital coaching journey
👉 Check out our “Lead Yourself” program

Both options follow the same high standards of psychological expertise, practical relevance, and personal connection—just in the format that fits your everyday life.

My perspective: Matching format to purpose

In my opinion, E-coaching is not an alternative, but a valuable supplement to existing offers. Where traditional coaching formats are often reserved for C-level executives, digital coaching opens the door for companies to support larger, more diverse talent groups in their development.

That’s why I always start by clarifying a few key questions with my clients:

• What is the reason for the coaching?

• Which topics should be explored?

• What are the general conditions (schedule, availability, urgency)?

For talents who are looking for targeted sparring, or for busy managers who want meaningful conversations without the logistics, digital sessions are a fantastic tool. They bring personal growth into daily business life.

That said…

The essence of coaching—the client’s process of self-exploration, discovering their own goals, and mapping out how to achieve them—may sometimes be worth driving halfway across town for.