This chapter introduces executive coaching as a growing organisational practice aimed at improving leadership, performance, and well-being. Despite widespread adoption, empirical research remains limited, highlighting a gap between practice and evidence. The chapter outlines the need for robust theoretical frameworks and measurement tools to evaluate coaching outcomes effectively. Key themes include the rise of coaching rise as a mainstream intervention, the lack of standardised assessment methods, and the importance of grounding coaching research in psychological and organisational theory. By establishing these foundations, the chapter frames the study’s focus on bridging practical applications with empirical investigation, setting the stage for exploring coaching effectiveness and the personal characteristics influencing its impact.