This article describes an exploratory study aimed at investigating factors contributing to the phenomenon of self-deception in coaches. Six experienced coaching supervisors were interviewed in accordance with the Conceptual Encounter research methodology. The results are presented in a model of self-deception in coaches. The model consists of three main sections, which include the nature of self-deception, contextual influences on self-deception and the focused influence on self-deception in coaching supervision. These themes are discussed in light of the structural analysis of the literature on self-deception performed from a pragmatic perspective. The paper concludes by considering how the results of the study add to current debates on the nature of self-deception and what implications the findings might have for coaches, coaching supervisors and other practitioners engaged in the development of individuals in organisations.