Sky: Executive Development
Designing and implementing a unique Sky coaching culture and pool of senior coaches.

“Our leaders are very satisfied with the platform, their personal coach, and the results achieved. The collaboration with bettercoach is very flexible, solution-oriented, and highly professional.”

Irena Negele
Senior Manager Talent Management and Culture

At a Glance

About Sky Deutschland
  • One of the leading entertainment companies in Germany, Austria and Switzerland
  • Programme line-up with best live sports, exclusive series, latest films, children’s programmes, documentaries and shows – many of them Sky Originals
  • The Sky Q entertainment platform aggregates everything under one roof, while with WOW, customers can stream flexibly
  • Headquartered in Unterföhring near Munich, Sky Deutschland is part of Comcast and belongs to Europe’s leading media and entertainment group Sky


Coaching Statistics

Coachings: approx. 45 p.a.

Programs: 1

Coaching languages: 3

Average Evaluation: 4/5

Their Challenge
  • To launch a digital coaching offer to its leaders
  • To create a coaching culture across all markets, with aligned:
    – Philosophy & understanding of coaching
    – Coaching moments
    – Briefings for external coaches
The Co-Creation Process

In a co-creative process, we customized the platform regarding Sky’s needs, with a special focus on making the processes more efficient for their executives.


A dedicated pool of senior coaches fitting the Sky culture was set up and the coaches were briefed. We selected coaches with specific certifications relevant for Sky in individual and team settings.


Throughout the collaboration, based on the feedback of the target group, we extended the pool to be able to offer face-to face coaching as well, in addition to the initially established virtual coaching offer.

Coachee Experiences

“Very well guided and effective conversations – Adapting to additional topics – Going deep into personal struggles and leading potential ways to get out of it and improve.”


“My Coach was highly professional. – Empathy and honesty. This was the best coaching I’ve ever had.”


“It wasn’t a standard coaching session that was pulled out of a drawer. The tasks and pace were completely tailored to me.”