Why everyone wants to be a coach!?

The coaching profession has become inflated

Erikjan Lantink
3 min readApr 5, 2022


Who’s coaching who?

Most of you, non-Dutch readers, have probably never heard of Arjen Lubach.

He’s a Dutch comedian, although provocateur is probably a better word, with a daily show on Dutch TV.

In the past, he used to broadcast once a week, and with better quality in my opinion, but like most ambitious and successful program makers, more is more, and so we now can watch him daily.

His current show format resembles the evening show formats in the US. He’s trying to copy the likes of Steven Colbert, not totally to my taste. I just think he’s better being himself, but the content is often still good.

I like him provoking.

But I like it even more when people become defensive.

When Arjen smells something is wrong or gets ridiculous, he digs in and finds the truth.

Politicians have had to resign because of his investigative methods.

Parliament has conducted research into bad policy because of him.

When he comes after you, you better have a good story.

Or be immune to it.

One of his new show elements is called “This has to end now…” and earlier this week, he had something to say about the coaching industry in the Netherlands.

Here’s the storyline:

… We have nearly 100.000 coaches in the Netherlands, while the labor market is tight and jobs can’t be filled…

… We have coaches who take you on walks; we have coaches that teach you to learn from horses or dogs. There are coaches for everything now…

… The market for lifestyle coaches has exploded, 956% in seven years, predominantly in the past few covid years. If this trend continues, everyone in the Netherlands will be a lifestyle coach in 26 years…

Some of the country’s high-profile coaches were up in arms.






Erikjan Lantink

Business & Leadership coach. Interim Leader. Writer. Speaker. Former Retail Executive (general management; operations; HR)