Society

Brazil: a country of coaches

brazil coaching

For months, the first thing travelers saw upon arriving at Congonhas Airport and entering São Paulo, Brazil’s biggest city, was a huge billboard commissioned by a coaching institute. But these advertisements weren’t just at the airport, they were everywhere. From people chatting about it on the streets, to the huge buzz on social media and even in TV advertising, coaching has been taking over Brazil—and the unregulated explosion of this market has become a legal issue for lawmakers to solve.

The Brazilian Coaching Institute (IBC), the biggest school for coaches in the country, defines coaching as “a human development...

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