GROW Model

The GROW model is probably the most used and the most famous of all coaching models. In this blog we will explore its background, consider what makes it so popular and give some basics on how the model works-

The GROW coaching model, known for its simplicity and effectiveness, has revolutionised the way coaching is approached. From personal development to leadership and beyond. This model, standing for Goal, Reality, Options and Will, offers a structured framework that facilitates meaningful conversations aimed at achieving set objectives. The history of the GROW model explains how coaching has evolved over the years.

City Skills GROW Model

The roots of the GROW model trace back to the late 1980s when it was developed by Sir John Whitmore, Graham Alexander and Alan Fine. Whitmore, a pioneering figure in the coaching world, along with his colleagues, sought a method that could succinctly capture the essence of coaching. They aimed to devise a framework that was both accessible and profound in enhancing performance, unlocking potential, and solving problems. Their collaboration birthed the GROW model, which quickly gained acclaim for its clear, concise structure and its profound impact on coaching practices worldwide​​​​.

Since its inception, the GROW model has become a cornerstone of coaching methodologies across the globe. It has been embraced by organisations, leaders, and coaching professionals in all kinds of fields, celebrated for its versatility and effectiveness. The model’s structure—starting with setting a goal, understanding the current reality, exploring options and committing to action (or walk aways)—provides a powerful roadmap for personal and professional growth.

The popularity of the GROW model can be attributed to its simplicity and adaptability. It can be applied in a variety of settings, from one-on-one coaching sessions to team development and self-coaching. This has made it a favourite tool among coaches, managers and educators, enabling them to facilitate transformative conversations and outcomes​​​​.

The widespread adoption of the GROW model has not only influenced coaching practices but also contributed to the development of coaching as a profession. It has set a standard for effective coaching conversations, emphasising the importance of clarity, accountability and action in the coaching process. The model has encouraged the integration of coaching principles into leadership and management roles, fostering environments that prioritise development and performance improvement.

Organisations worldwide, including giants like Google, have incorporated the GROW model into their management training and leadership development programmes, recognising the value it brings in unlocking employee potential and driving organisational success​​.

Conducting a coaching conversation involves a structured yet flexible approach, focused on guiding the coachee towards self-discovery, goal setting, and actionable steps to achieve their objectives. Here’s a framework you can follow to conduct a coaching conversation effectively:

1. Establish Rapport

Begin by creating a welcoming and comfortable environment.

Build trust and rapport by showing empathy, listening actively and being genuinely interested in the coachee’s thoughts and feelings.

Clarify the confidentiality of the conversation to create a safe space for open dialogue.

2. Set The Agenda

Collaboratively determine the focus of the session. Ask the coachee what they would like to achieve or what issue they want to explore.

Confirm that the topic is appropriate for the session and that it aligns with the coachee’s broader goals.

3.Apply the GROW Model


Explore and clarify the coachee’s goal for the session and the broader context. Ensure the goal is Specific, Measurable, Achievable, Relevant, and Time-bound (SMART).


Investigate the current situation. Encourage the coachee to reflect on their experiences, challenges, and what they have tried so far.

Use open-ended questions to uncover details and help the coachee gain insights into their circumstances.


Facilitate a brainstorming session to explore potential options or strategies. Encourage creative thinking and consider multiple perspectives.

Evaluate the feasibility of each option and discuss the pros and cons.

Will (Way Forward):

Support the coachee in deciding on specific actions. Ensure these actions are realistic and set a timeline for implementation.

Discuss potential obstacles and how they can be overcome. Establish accountability measures, such as follow-up sessions or check-ins.

4.Encourage Self-reflection

Throughout the conversation, prompt the coachee to reflect on their feelings, thoughts, and the insights they’ve gained.

Self-reflection fosters deeper understanding and self-awareness, which are crucial for personal growth.

5. Active Listening and Powerful Questioning

Practice active listening by paying full attention, summarizing, and reflecting back what you hear to ensure understanding.

Use powerful questions to provoke thought, challenge assumptions, and inspire deeper reflection.

6. Provide Support and Feedback

Offer support and encouragement to boost the coachee’s confidence in their ability to take action.

When appropriate, provide constructive feedback to help the coachee consider different perspectives or approaches.

7. Close the Session

Summarise key takeaways, agreed-upon actions, and any commitments made.

Discuss the next steps, such as scheduling the next session or actions the coachee plans to take before then.

Express your confidence in their ability to progress towards their goals.

8. Follow-Up

Follow up with the coachee as agreed to check on their progress, offer further support, and adjust plans as necessary based on their experiences and feedback.

Coaching conversations are dynamic and should be adapted to meet the coachee’s unique needs and preferences. The goal is to empower them to find their own solutions and to support them in their journey towards achieving their personal and professional objectives.

City Skills GROW Model Diagram

So now we know where it came and how a coaching conversation can be done, how can we make this easier to implement across an organisation? Implementing the GROW model within a workplace environment offers a structured pathway to unlock potential, foster engagement and enhance performance at all levels. Here’s a practical guide on how to weave the principles of the GROW model into the fabric of workplace culture.

Goal Setting with Clarity

The foundation of the GROW model begins with ‘Goal’. In a work setting, this translates into setting clear, specific, and achievable objectives for teams and individual employees. Leaders should work collaboratively with their team members to define these goals, ensuring they align with the broader organisational objectives. This process not only clarifies the direction but also instills a sense of purpose and motivation among team members.

Assessing Reality

The ‘Reality’ phase involves a candid assessment of the current situation. This includes identifying strengths, weaknesses, opportunities, and threats (SWOT analysis) within the team or organisation. By understanding where the team stands, including the resources available and the challenges faced, leaders can make informed decisions and strategize effectively. This stage encourages transparency and trust, as it requires open dialogue about the hurdles and successes experienced by the team.

Exploring Options

Once the current reality is clearly understood, the ‘Options’ stage encourages brainstorming possible paths forward. This involves thinking creatively about solving problems, overcoming barriers, and leveraging strengths. It’s crucial that this process is inclusive, giving everyone a voice to suggest ideas and solutions. This not only fosters innovation but also ensures that team members feel valued and heard, enhancing their engagement and commitment to the project or goal.

Committing to Will

The final phase, ‘Will’, focuses on committing to action. This involves selecting the most viable options from the previous stage and developing a concrete plan with clear steps, responsibilities, and deadlines. It’s about turning the what and why into the how. Accountability measures, such as regular check-ins and progress reviews are essential to keep everyone on track and maintain momentum towards achieving the set goals.

Cultivating a Coaching Culture

Implementing the GROW model at work extends beyond individual projects or goals; it’s about cultivating a coaching culture. This means embedding the principles of the GROW model into everyday interactions and management practices. Leaders should adopt a coaching mindset, focusing on developing their team members’ potential, providing constructive feedback, and encouraging self-reflection and professional growth.

Monitoring and Adapting

The dynamic nature of the business world means that situations can change rapidly. As such, it’s important to regularly revisit and reassess the goals, reality, options, and will steps. This iterative approach ensures that the strategies remain relevant and adaptable to changing circumstances. It also reinforces a culture of continuous improvement and agility within the organisation.

Celebrating Successes and Learning from Setbacks

Finally, implementing the GROW model at work is about recognising and celebrating achievements, no matter how small. It’s also about learning from setbacks without assigning blame. This approach fosters a positive work environment where employees feel motivated to strive for excellence and are not afraid to take calculated risks or admit mistakes.

Coaching Professional

Integrating the GROW model and broader coaching methodologies into the workplace involves strategic planning and a commitment to embedding these practices into the company’s culture. Here’s a refined approach that includes implementing a Coaching Professional Level 5 apprenticeship programme across your company for existing staff and as part of employee onboarding. A cost effective way to embed Coaching across your company.

Leadership Buy-in

Understand and Communicate Benefits: Leadership must understand the value of a coaching culture and the specific benefits of any training, such as improved performance, heightened employee engagement, and better leadership skills.

Strategic Commitment: Secure a commitment from top management to support and promote coaching as a strategic developmental tool.

Comprehensive Education and Training

In-depth Training: Offer in-depth training sessions on coaching and the GROW model for managers and leaders. Why not integrate the Coaching Professional Level 5 apprenticeship as a pathway to developing in-house coaching expertise.

Clear Objectives Setting

Alignment with Business Goals: Clearly outline how the coaching initiatives, align with the business’s overarching goals and strategy.

Tailor the Implementation: Customise the coaching and training to fit the organisation’s unique culture and needs.

Develop a Robust Coaching Framework

Establish Guidelines: Create clear guidelines for conducting coaching within the organisation, using the GROW model as a basis and incorporating training into the framework.

Provision of Resources: Supply necessary tools, resources, and access to external mentors or coaches to support employees.

Cultivation of a Coaching Culture

Promote Openness and Trust: Encourage a culture that values open communication, feedback, and continuous learning.

Demonstrate through Leadership: Leaders should exemplify coaching behaviours and actively participate in the apprenticeship program either as mentors or learners.

Strategic Implementation of Coaching Practices

Pilot Initiatives: Start with pilot initiatives to test and refine the approach, including targeted rollouts of training.

Integration into HR Processes: Embed coaching and the apprenticeship into core HR processes, such as onboarding, performance management and career development plans.

Ongoing Monitoring and Evaluation

Feedback Mechanisms: Implement mechanisms to collect feedback on the coaching and training’s effectiveness from all stakeholders.

Iterative Improvement: Use feedback and evaluation outcomes to continuously enhance the coaching strategy and apprenticeship program.

Recognition and Learning from Experiences

Acknowledge Success: Publicly recognise the achievements and milestones of individuals participating in the training, pilots and coaching more widely.

Embrace Setbacks as Learning Opportunities: Use any challenges as a basis for further improving the coaching and training.

Sustainable Expansion and Support

Widen the Reach: Gradually expand the Coaching Professional Level 5 training across the organisation to nurture a broad base of certified internal coaches.

Ensure Long-term Support: Maintain the momentum of coaching practices with ongoing support, refresher courses, and opportunities for advanced learning.

By integrating the GROW model, general coaching practices and the Coaching Professional Level 5 apprenticeship programme into its development strategy, a business can significantly enhance its coaching culture. This approach not only elevates individual and team performance but also builds a robust pipeline of in-house coaching expertise, driving organisational growth and success in the long term. provides an extensive range of coaching questions divided into the GROW model’s four categories: Goal, Reality, Options, and Way forward. They also offer exercises, worksheets, and a section on how to integrate positive psychology into the GROW framework. This resource is invaluable for those looking to deepen their understanding of how GROW can facilitate goal achievement and personal development​​. offers detailed explanations of each stage of the GROW model with example questions that coaches can use with their clients. They also present three practical GROW coaching model scenarios, including leadership/organizational coaching, group coaching, and teaching/learning, providing a versatile look at how GROW can be adapted to different coaching contexts. Additionally, they offer a downloadable PDF worksheet to guide clients through the GROW process, making it a practical tool for coaches​​., founded by Sir John Whitmore, one of the creators of the GROW model, provides an authoritative overview of the model and its application. The site emphasizes the model’s flexibility, its role in unlocking potential, and its effectiveness in both personal and team settings. They offer training programs for leaders and coaches, including online GROW training, making it a great resource for organizations looking to build a coaching culture​​.

Q: What is the GROW Model?

A: The GROW Model is a structured framework used in coaching to facilitate goal setting, problem-solving, and personal or professional development. It stands for Goal, Reality, Options, and Will (or Way Forward), guiding the conversation through these four critical phases.

Q: Who can use the GROW Model?

A: The GROW Model can be used by anyone involved in coaching, mentoring, or leading others, including managers, educators, life coaches, and individuals looking to self-coach. It’s versatile and applicable in a wide range of contexts.

Q: How do I start a coaching conversation using the GROW Model?

A: Begin by establishing rapport and setting a clear agenda for the session. Ensure the coachee is comfortable and understands the confidentiality and purpose of the conversation. Then, proceed with the GROW phases, starting with clarifying the Goal.

Q: Can the GROW Model be adapted to different situations?

A: Yes, the GROW Model is highly adaptable. While the core components (Goal, Reality, Options, Will) remain consistent, the specific questions and focus can be tailored to suit the individual needs of the coachee and the specific context of the coaching session.

Q: How do I ensure that the coachee achieves their goals using the GROW Model?

A: While the coach facilitates the conversation and helps the coachee explore options and potential actions, achieving goals ultimately depends on the coachee’s commitment and actions. Regular follow-ups, accountability measures, and adjusting plans as needed can support the coachee in achieving their goals.

Q: How long does a typical coaching session using the GROW Model last?

A: A typical coaching session using the GROW Model can last anywhere from 30 minutes to an hour, depending on the depth of the conversation and the complexity of the goal or issue being addressed. It’s essential to allocate enough time to explore each phase of the model thoroughly.

Q: What do I do if the coachee is stuck in the Reality phase and cannot see any Options?

A: If a coachee is stuck, encourage them to look at the situation from different perspectives or recall how they’ve overcome similar challenges in the past. Asking hypothetical questions (e.g., “What would you advise a friend in a similar situation?”) can also help unlock new thinking and possibilities. Or use our cheat sheet!

Q: Is the GROW Model only applicable in one-on-one coaching sessions?

A: No, the GROW Model can be effectively used in group coaching sessions, workshops, and team development activities. It provides a structured approach that can facilitate focused discussions and collaborative problem-solving.

Q: Can the GROW Model be used for self-coaching?

A: Absolutely. Individuals can apply the GROW Model for self-coaching by systematically working through each phase, asking themselves the pertinent questions, and reflecting on their answers. It’s a powerful tool for self-improvement and goal achievement.

Q: Where can I find more resources or training on the GROW Model?

A: Numerous online resources, including articles, books, and training programs, offer in-depth information and practical tools on the GROW Model. Websites like,, and coaching certification programs often provide valuable materials for those looking to deepen their understanding or apply the GROW Model in various settings.