In this session Prof Jonathan Passmore and Rosie Evans will share insights from their recently published peer in the 5P's model of coaching industry development. Examining its transition over the past 10,000 years from daily tool to professionalised practice, bounded by standards and training, and what the coming decade holds in terms of productisation of the industry through the emergence of platform providers. Such a future can be either good or bad. What skills do coaches need to survey? How can coaches, work ti shape and influence this new environment to create platforms which serve all stakeholders, not just themselves?