Are traditional coaching models becoming obsolete in the age of AI and increasingly personalised approaches? In this episode of The Coaching Hub, I explore how the coaching landscape is evolving and ask whether well-known models like GROW, CLEAR, and OSCAR still hold their place in a world where AI can already replicate structured conversations.

I reflect on my own journey with these frameworks and why they continue to matter, particularly as foundational tools for newer coaches building confidence and structure in their practice. At the same time, I share the growing shift towards more individualised, relational coaching that moves beyond rigid models and into deeper, more human-centred work.

We’ll look at the balance between structure and flexibility, the limitations of a “one-size-fits-all” or “sausage machine” approach, and what it really means to create transformational impact for clients today. If you’re thinking about how to evolve your coaching style and stay relevant in a changing industry, this episode offers a clear, honest perspective on what’s next.

What’s inside:

Why traditional coaching models like GROW, CLEAR, and OSCAR are still widely used but increasingly questioned
How coaching model training provides confidence and structure for new coaches
The limitations of rigid, model-first approaches, especially given individual client needs and neurodiversity
Why AI can easily coach using models, making transactional, model-based coaching less distinctive
The importance of moving toward more personalised, relational, and flexible coaching frameworks
How organisational settings may still benefit from a model-led approach for consistency and ease
Why effective coaching now centres on tailoring the experience to each client, fostering true transformation and awareness.

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Key Topics Covered:

00:00 Intro

00:34 Why traditional models are being questioned

02:03 The impact of AI on coaching models

03:22 Why models still matter for new coaches

04:07 Moving toward flexible, client-centred coaching

05:59 When models still work (especially in organisations)

07:49 Knowing when to use (or let go of) models

09:00 Transformational coaching beyond frameworks

09:52 Final thoughts & wrap-up

About Ruth Kudzi:

Ruth is the founder of Optimus Coaching Academy and a well-respected and successful coach, speaker and author who has worked across sectors including leadership, career and more recently business and mindset. She has over 10,000 coaching hours and has completed hundreds of hours of training and coaching supervision. Ruth is an MCC-level coach with the ICF and is our course director and CEO. Prior to becoming a coach, Ruth was a senior leader in education.