There are all kinds of reasons people need or desire coaching. I believe the lack of deep friendships among people today is one valid reason. Not that I think it's a good thing, but it's a thing nonetheless. As noted on p. 111 of Coaching For Christian Leaders: A Practical Guide by Linda Miller and Chad Hall...
Those involved in coach training sometimes hear the comment, 'Coaching sounds a lot like being a good friend.' There is much truth to this. Better said, a true friend knows when to demonstrate friendship by acting like a coach and listening intently, asking specific questions, helping the person move forward intentionally, and acknowledging action and next steps.
I really like that last sentence, and think that's what coaching is all about: Listening intently, asking specific questions, helping the person move forward intentionally, and acknowledging action and next steps. I think more and more people need that in their lives - because so many of us lack friends that can serve that purpose for us.
The authors point out that the ancient Celts used the term anam cara (soul friend) to describe what the Bible calls "a friend who sticks closer than a brother" (Proverbs 18:24). Again, I'm not saying it's a good thing that people lack this in their lives, but I do believe it is something people have need for.
Also, on p. 139, the authors point out an important reminder for those looking for a coach (which is also a very good reason to get coaching):
Understand that coaching is all about you! Coaching is about your life, your work, your goals, your needs, your desires, your dreams, your values, etc. Coaching is not about the coach's life, work goals, needs, desires, dreams, values, etc. This is your time and your space - and a trained and qualified coach is going to make this all about you! I like to think of it as offering my clients a sacred space wherein they can come to share any and every thing on their minds and hearts. And, like a fitting room, they can try on new ideas like trying on a new suit of clothing - without fear of recrimination, competition, or rejection.
So... there's a couple reasons.