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The relevance of the topic is due to the increasing role of coaching in improving the efficiency of management and adaptation of the organization’s employees to changes in its competitive environment. One of the key aspects of the competitive environment of the organization is the speed of change. Sustainable competitive advantage is becoming increasingly difficult to achieve, since innovations are quickly copied by competitors. In such an environment, the success of an organization depends not only on technology or market strategies, but also on the level of competence and flexibility of its employees, here coaching plays a decisive role. The article is devoted to the substantiation of the methodological approach to the study of coaching management: key aspects related to the system analysis of this phenomenon and its impact on management processes and competitiveness in a modern organization are considered. The novelty of the research results lies in the choice of an approach to the study of coaching management in an organization, including various approaches, such as system, project and personality-oriented, which allows for a comprehensive assessment of the impact of coaching on organizational processes aimed at increasing the competitiveness of the organization, as well as the development of models for assessing the impact of coaching management on competitiveness and work behavior. The main methods used in the work include modeling, system analysis and design of interactions of coaching with other management practices. During the study, the main characteristics of coaching management were identified, such as adaptability, focus on results and dynamism, as well as their impact on work behavior and organizational changes. The results of the study confirm that the use of an integrated methodological approach contributes to a deeper understanding of coaching as a management tool. The theoretical significance of the study lies in the development of approaches to the study of coaching management in a competitive environment, and the practical significance lies in proposals for the implementation of coaching practices to improve managerial efficiency and competitiveness in modern organizations.