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ABSTRACT This dissertation is based on understanding the increased interest in individual coaching in companies today. In an exploratory approach, we conducted three studies. The first study is an analysis of the coaching offer to the market. Two case studies allow us to dig into these questions in two different perspectives: “upstream” the use of coaching on an industrial site where the top management is considering the opportunity to implement it at the manager’s level, and “downstream in a consulting firm where associates have been using it on a voluntary basis. Based on our analysis, we defend the following thesis: the interest in coaching is related to its malleability which allows management to maintain a certain vagueness for the reasons of its use by the various protagonists of the coaching plan, to respond to the rules of organizational “play”, resting on the mobilization of “I”. This malleability places the practice in tension between different poles, opening spaces of power in the organizations. As a synthesis of the managerial implications of the thesis, managerial grids put into light the different interests in coaching, associated to a variety of roles played by coaches in organizations today.