IAG Transform

Client

IAG Transform is the central transformation and business services division within International Airlines Group. The organisation drives innovation and operational excellence across multiple regions and is committed to developing leaders who can support a coaching-led, high-performance culture.

Business Need

IAG Transform sought a leadership development programme that would equip its Level 3A managers with the foundational skills required for an effective coaching approach. The goal was to enable leaders to hold better conversations, support team development and build stronger relationships across geographically dispersed teams. Improving consistency in leadership style and strengthening communication, accountability and self-awareness were key priorities.

Solution

The Coaching Academy delivered the first cohort of the Leader as a Coach programme, comprising six in-person training days in London, delivered as three blocks of two days to accommodate leaders flying in from across Europe and four 90 minute facilitated action learning booster sessions via MS Teams. The programme blended essential coaching principles, the DISC behavioural model, practical leadership tools and real-world application through facilitated action learning.

The pre-delivery discussion meetings between our Head of Training, Sharon Lawton and IAG Transform’s People & Talent Development Lead Kamila Frankland were vital to ensuring we understood the client’s vision and outcomes for success. It also enabled the programme to be mapped to the Organisational Health Index outcomes.

The Leader as a Coach training equipped IAG’s level 3A leaders with:

Clarity on coaching as a core leadership approach
Effective questioning, listening and feedback techniques
Tools for performance and development conversations
Behavioural insight to adapt communication and build high-performing teams
An Accredited Award in Coach Training (AACT) with The Association for Coaching

Impact

Cohort 1 produced outstanding results:

Coaching confidence rose from 3.9 to 8.3 out of 10 (a mean uplift of +4.4)
89% rated the trainers “extremely effective” in delivery, style and engagement
78% found the content “extremely relevant”, with 100% planning to apply the learning immediately or shortly after the programme
The programme achieved a 9.1/10 ROI score, demonstrating significant organisational value

"The best training course I have done in many years. Excellent experience and I will strongly recommend this to colleagues."

"Very good training programme and finally one where there is a lot of quality time to discuss challenges and ask the expert trainer questions."

"One of the best training programmes I’ve been on. I’m definitely an advocate for coaching as a leader."

"Practical, engaging and one of the most impactful leadership programmes I have attended."

Conclusion

The Leader as a Coach programme has strengthened leadership capability across IAG Transform and supported the organisation’s ambition to embed a coaching-led culture.

Following the success of Cohort 1, The Coaching Academy then delivered a second successful cohort to 3A leaders in 2025, and the relationship, along with further cohorts, is extending into 2026 and beyond.er Leadership: Managers and supervisors gained valuable insights into their team members' personality styles, enabling them to tailor their leadership approaches for individual employees.