Edited by Dr Trish Turner
Chapter 2: Theories, models and frameworks in coaching and therapy
By Dr Max Eames
This chapter explores the theoretical foundations that underpin both therapy and coaching, examining their shared roots and distinct applications. It outlines how major psychological theories – cognitive-behavioural, psychodynamic, humanistic and positive psychology – inform coaching practice, and how therapists can adapt familiar frameworks within a forward-focused, developmental paradigm. Coaching-specific models such as GROW, solution-focused coaching and transformational approaches are also introduced, alongside a discussion of how these tools align with coaching’s goals and ethos. Emphasis is placed on the need for theoretical clarity, ethical application, and congruence with one’s professional identity.
The chapter advocates for a pluralistic stance, enabling therapists to draw upon existing knowledge while developing a coaching mindset. Through comparison, practical examples and case studies, it offers a nuanced guide to selecting, adapting and integrating theory to support effective, ethical coaching. It helps therapists reorient their thinking without discarding the depth and rigour of their clinical training.
Biography
Max Eames, PhD is a chartered coaching psychologist, senior accredited psychotherapist, and registered applied psychology practitioner supervisor in private practice. As an Associate Fellow of the British Psychological Society and a member of the British Association for Counselling and Psychotherapy, he has extensive teaching, clinical, and supervisor experience in both private-sector and NHS-affiliated settings. Max is former clinical director of a university-based wellbeing and psychological services centre, heading its counselling and psychotherapy service activities. He now serves as deputy head of the London School of Economics’ counselling service while supporting his alma mater, the University of East London, as a visiting senior lecturer. He is co-author of Arts-Based Coaching: Using Creative Tools to Promote Better Self-Expression (2024).