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The business coaching industry in Australia is growing with a range of organisations providing consulting-based learning interventions for corporate and other clients. This paper presents an overview of the results of preliminary research that explored the shape of the business coaching industry in Australia. The research aimed to: (1) establish what are the basic contours of the business coaching industry in Australia; (2) understand the cognitive maps, i.e. the different dominant collective belief systems identifying attributes, such as size, technology, product styles, etc., which distinguish different players in the industry; and (3) identify how different strategies for rivalry relate to different conceptions of market individuation by firms in the industry. The methodology involved a broad based inquiry into the business coaching industry through a web-based search of most coaching firms in Australia, a telephone survey of business coaching firms, and in-person interviews with a representative sample of business coaches. The research revealed that the firms within the business coaching industry had three distinguishing characteristics: they were young and small, not exclusively focused on coaching, and had a poor appreciation of the competitive environment. The authors conclude that business coaching is emerging as a potentially valuable form of organisational intervention. However, it is yet to develop clear ideas about its product, best practice and industry identity.