The article examines the process of formation of coaching as a modern direction of women’s professional activity, studies the motivation and expectations of women
choosing this profession, and considers the prospects for the institutionalization of this type of professional activity. As an empirical basis for the study, the results of a survey of graduates and students of six groups who have completed or are continuing their training in the professional retraining program “Coaching: Advanced Course” at the HSE Graduate School of Business in Nizhny Novgorod are presented. The results showed that coaching training is predominantly chosen by women because they are characterized by empathy and self-reflection. They have a good level of education, mainly in the humanities, but are interested in gaining new professional directions. The main motives for choosing a new profession are helping people and self-development. All respondents note that receiving an education forms a more holistic and professional understanding of this activity. Based on the results of the study, it was found that half of the students gained confidence in their abilities; 40 % decided to make coaching their new profession; for every third woman, coaching became a new philosophy of life; 15 % of respondents improved family relationships with the help of coaching. The study showed that coaching is one of the modern helping professions among women. The tasks of developing coaching as a professional activity are related to its institutionalization as a profession, the introduction of coaching certification, and the creation of a unified database of coaches.