How CSP is embedding coaching to lead cultural change

The Chartered Society of Physiotherapy (CSP) is the professional body and trade union for physiotherapists in the UK. With around 190 employees and over 65,000 members, it has long championed a progressive, inclusive and high-performing workplace.

In recent years, CSP has embarked on a cultural transformation grounded in coaching. Initiated by its former CEO and now championed by its current leadership, this shift is helping to build a more empowered, self-managed and trust-based organisation.

In partnership with the Academy of Executive Coaching (AoEC), CSP has developed a bespoke coaching skills programme that is now deeply embedded in how the organisation works. Rolled out across multiple cohorts – including assistant directors, the equity, diversity and belonging (EDB) group, team leaders and now non-managers – the programme equips people at all levels with the skills and mindset to lead with curiosity, listen deeply and support others to find their own solutions.

Personal growth and behaviour change

Participants consistently report significant personal development as a result of the training. Many describe becoming more self-aware, reflective and confident in their leadership style.

“Completing the programme has helped me become more patient and attentive. I interrupt less, listen more actively, and no longer feel the need to have all the answers.”

Others note a shift in mindset – from needing to solve problems to enabling others to find their own solutions:

“It confirmed the need to slow down to speed up. I’ve learned that I don’t need to have all the answers – and shouldn’t.”

This behavioural change is now visible across the organisation, with coaching becoming a more natural part of how people engage with one another. Several participants also noted how the course helped them become more aware of their own communication habits, including the tendency to default to advice-giving or to be overly self-critical.

“Hearing someone say I was doing well gave me a real boost. I didn’t realise how critical I was being of myself.”

Relationships and communication

The programme has had a clear impact on how people communicate and collaborate. Participants describe more open, trusting conversations and a greater willingness to listen and reflect.

“I’ve developed deeply trusting relationships with colleagues I wouldn’t normally work with. That trust has allowed us to collaborate and challenge each other more effectively.”

Coaching is now seen as a shared language – one that supports better conversations, stronger relationships and more thoughtful decision-making.

Participants also shared that they are now more likely to pause, ask open questions and create space for others to reflect – even in informal conversations.

“Colleagues have told me they find it helpful to talk through their plans with me because I ask helpful, probing questions.”

Culture and psychological safety

The coaching programme is a cornerstone of CSP’s wider cultural transformation. It supports a shift towards a workplace where people feel safe to contribute ideas, challenge constructively and take ownership of their development.

Survey data shows a marked improvement in perceptions of psychological safety and communication. Participants now report feeling more confident in expressing themselves, discussing ideas with their managers and exploring others’ perspectives through open questions.

This cultural shift is also reflected in the way coaching is being embedded into policies and practices. For example, manager guidance encourages the use of coaching questions to explore underlying issues, rather than jumping to conclusions or solutions. As a result, ‘coachable moments’ are becoming more common across the organisation.

“I would like to hope that by adopting a coaching mindset, it influences other people to be more open minded. Hopefully, I can contribute to a more supportive culture with improved and transparent communication, enhanced trust and improved working relationships with colleagues.”

One participant shared how coaching skills have helped them navigate difficult conversations in their role as chair of the EDB staff group:

“I frequently have to challenge more senior staff. Coaching has helped me do that constructively.”

Capability and confidence

The programme has equipped participants with practical tools and the confidence to use them. From one-to-one conversations to team meetings, coaching skills are helping people to think more clearly, listen more deeply and take greater responsibility for their work.

“I take time to listen and let others speak more. Often this leads to them reaching their own solutions with a few prompt questions from me.”

“The peer coaching practice was profound. It helped me see the real issues in the organisation and develop my ‘loving boot’ approach – challenging with care instead of just complaining.”

Learning groups have become a key part of sustaining this capability and they continue to meet independently, creating space for reflection, peer support and ongoing growth. Participants also highlighted the value of live practice sessions and expert feedback, which helped build confidence and reinforce learning.

Reflective practice and career development

Coaching at CSP is not just about leadership – it’s part of a broader philosophy of reflective practice. This approach is embedded in the organisation’s career development framework, which encourages people to pause, reflect and take purposeful steps forward at every stage of their working life.

Whether someone is building foundations, growing with confidence, balancing commitments, returning to work, preparing for senior roles, or shaping their legacy, CSP provides tools and support to help them reflect with purpose. These include self-reflection questions that can be used individually, in one-to-ones, or in peer conversations – all of which align with the coaching mindset.

“The course gave me space to switch off from the day-to-day and focus on learning. That slower pace helped me absorb more.”

Extending coaching across the organisation

The coaching programme has now been extended to staff. It is designed to support a culture of empowerment and reduce micromanagement – helping people to think for themselves, identify solutions and take responsibility for their work.

Staff participants are already reporting greater confidence in how they contribute to meetings, collaborate with peers and engage with their managers. The conversations they’re having are more focused, more collaborative and more productive.

“I’m not a line manager, but I’ve used the skills with colleagues – especially when someone came to me with an idea they wanted to develop.”

“This was an enjoyable and valuable programme. I’ve learnt so much about myself and others. I’m truly grateful for the opportunity to take part.”

CSP’s ambition is to train two-thirds of the organisation in coaching skills, making it a business-wide capability that supports cultural change, career development and organisational impact.

A partnership built on trust

Part of the programme’s success is rooted in the strong partnership between CSP and AoEC. As Maryam Boroumand, CSP’s learning and development manager, explains: “Working with the AoEC has been a genuinely collaborative experience. The team listens, adapts and supports us every step of the way. I’ve worked with many providers over the years, but the AoEC team is something special. They took the time to understand CSP’s culture, values, aims and priorities and tailored the programme to support both our wider cultural transformation and the individual needs including those who required additional support.”

From the AoEC’s perspective, the partnership reflects what’s possible when values and vision align. Karen Smart, head of consultancy at AoEC, shares:

“We care deeply about the opportunities and challenges our clients are facing. With CSP, we’ve been able to co-design a solution that’s not only strategic but deeply human. It’s been a privilege to support their journey and see the impact coaching is having across the organisation.”

Looking ahead

Coaching is now embedding itself as part of the fabric of the organisation – not just a skillset, but a mindset. It’s helping people to lead with empathy, communicate with clarity and grow with purpose.

As Maryam concludes: “As we go on and continue with the programme, this will support our current cultural transformation agenda and remain part of how CSP supports its people.”