Did you know that the training market developed in Poland in the mid-1990s? That’s when more attention began to be paid to investing in people’s knowledge, competencies and skills. At first, training was done on a mass scale and in the broadest fields, thus the demand for such services was significant. However, over time, only a well-selected group was sent for training and the topics of training were also adjusted accordingly. The topics of training became, so to speak, the path of employee development. In today’s knowledge-based economy, training plays an important role. In an era of intense economic, socio-cultural and technological transformations, they are among the basic tools for employee development. These transformations require employees to continuously improve their knowledge and skills, and new forms of employee development, such as coaching, mentoring and tutoring, are becoming increasingly important.

Global training market

The personal coaching/training segment dominates the personal development market with a revenue share of 40.0% in 2019. A lot, right? Such a high number is due to the communication that is only possible during personal training. Personal training and coaching involve real-time interaction between participants and instructors, resulting in greater participant engagement and easier relationship building.

The e-platform segment accounted for about 30.0% share of total revenue in 2019 and is expected to grow significantly from 2020 to 2027. According to statista.com, the e-learning market is expected to be worth more than $243 billion in 2022. This represents an increase of more than 30% from 2014, when the value of the e-learning market was around $168 billion. The main factor contributing to this growth is the growing popularity of digital media in personal development practices, as they are highly scalable. In addition, virtual events provide individuals with the opportunity to network with peers around the world.

According to a study by international e-learningindustry.com in 2014. 28.5% of training hours were delivered via online or computer-based technologies (without an instructor) – a 2.6% increase from the previous year, and 74% of companies are using learning management systems (LMS) and virtual classrooms. According to the Kelly Global Workforce Index report (2016), among the fastest growing countries in terms of e-learning was Poland, with an annual growth rate of about 28% – ranking 5th in the world (India: 55%, China: 52%, Malaysia: 40%, Romania: 38%, Poland: 28%).

Among the main barriers of e-learning are: the lack of direct contact with the teacher; fewer opportunities to interact with other trainees; the problem of self-discipline and motivation of people to learn; the time-consumption associated with the development of e-learning materials and the problem of testing the participant’s skills and knowledge (M. Konieczek “E-learning – a modern form of education” 2017).

The self-awareness segment is expected to grow at the highest compound annual growth rate of 6.6%. This will be due to the growing need among people to analyze their ability to make better decisions. What’s more, self-awareness is crucial for those in the workforce, as it helps increase productivity, employee communication, trust and engagement to improve overall organizational performance. According to Onex Group, the need for continuous skill improvement is declared by 73% of Polish employees and 63% have completed at least one skill improvement course in the past year.

The mental health segment is expected to see significant growth over the next few years. Growing awareness of mental health and well-being is expected to drive demand for coaching in this direction. An increasing percentage of the population is taking courses to improve their mental health and cope with stress in their daily lives.

Many of the well-known speakers who form the backbone of the industry’s motivational market are dying, retiring, aging and cutting back on their live events. Of the 17 top-earning motivational speakers, 12 are 60 years old or older. The challenge will be to develop new, younger gurus who can cater to Generation Y and Generation X consumers.

Marketdata estimates that the U.S. self-improvement market was worth $11.6 billion in 2019 and that it will shrink by 10% to $10.5 billion in 2020. It speculates a rebound of 7.7% in 2021 to $11.3 billion and forecasts 6.0% of $14 billion by 2025.

ICF’s latest global coaching survey found that the U.S. coaching market was worth $1.29 billion in 2019, and Marketdata estimates that it fell 8.5% to $1.18 billion in 2020.

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