COACHES
Become the strategic, confident coach whose business doesn’t just survive - it thrives with consistent clients and clear progression.
.Built for coaches who are ready to stop circling and build properly.
Get the structured path, personal feedback, and ongoing support to finally build a business that reflects your expertise - and earns like it, too.
Trusted by 200+ coaches • ICF accredited • Step-by-step system • Personal feedback • Honesty not Hype
Applications are now open for the 8 September intake.
Only 5 places open each month
Join today and you're in straight away - instant access to our training community, and weekly calls right up until we break for summer on 21 July. Your 6 months of official support starts in September, so everything between now and then is bonus time at no extra cost.
Join us and exhale.
Let's build your brilliant business.
14‑day money‑back guarantee • Payment plans available
You’re not lacking motivation. You’re missing clarity and structure.
And at some point, clarity stops coming from thinking and starts coming from deciding.
You became a coach to help people - not to spend hours guessing what to post, running cycles of feast and famine, or feeling like every week starts with spinning wheels.
It’s even harder when you’re trying to build your business around real-life commitments - whether that’s school runs, term-time, part-time work or other responsibilities that take up your best hours - and you want a business that actually supports your life, not competes with it.
Maybe you've:
Been piecing it together on your own — and it’s taking longer than you hoped
Signed some clients — but it doesn’t feel steady or sustainable
Just finished your training — and already feel unsure how to turn this into income
If any of this sounds familiar, you’re not behind. You’re at a decision point.
The truth is this: More theory won't solve it.
What changes everything is a clear path, consistent feedback and support as you work.
That’s what happens inside The Business of Coaching.
It’s a programme for coaches who are ready to make one clear decision - and be supported to follow it through.
You'll follow a structured framework to grow and refine your business - with weekly expert review of your niche, message, offer and other business assets so nothing stalls or gets stuck.
What if your business finally started working - without the second guessing?
✔️ Clients started reaching out — not because you pushed harder, but because your message finally resonated.
✔️ You could market yourself clearly — without spiralling every time you open LinkedIn.
✔️ Sales conversations felt natural — because your offer actually made sense to the right people.
✔️ You started signing clients more consistently — and understood what was making it happen.
✔️ You woke up to a business that reflected your expertise, not just your effort.
That’s what we work on inside The Business of Coaching.
That shift doesn’t come from more information — it comes from clarity that’s applied in real time, frameworks that actually work, and personal support while you implement.
Inside Stories
From first clients to £30K months — here’s what becomes possible inside The Business of Coaching.
The Business You Always Knew You Could Build
Once you stop trying to figure it out alone, here’s what becomes possible.
From scratch to £30K months
Three clients signed in one month, 8 discovery calls lined up. It works - just follow the steps.
From one client to expansion
When we started, I had one client. Now I work with five corporates and run a women’s leadership group.
From sporadic sessions to secure, high-value clients
I moved from one-off sessions that felt unpredictable to signing a corporate contract, enrolling clients into my signature package, and having real conversations about ongoing work. I feel clear, confident, and far less hesitant about putting myself forward.
From 'all over the place' to successful launch
I got 10 out of 12 spots filled in my group programme - that felt impossible before.
From university contracts to 50% income from coaching
98% of my income previously was from university work. Now it's closer to 50% from coaching. Which is what I always wanted but I didn't know how to make it happen.
From tinkering to highest earning year
I’ve earned more this year than I ever did as a coach or employee. This was a turning point.
From uncertain to fully booked
I’m really busy — not just now, but into next quarter. The pipeline keeps flowing.
From overwhelm to fully booked
I now have a huge amount of work to the point where actually, I am super busy. It's work that means something to me, which is really important. It has that connection to my values.
10 clients within 8 weeks of launching his coaching business
I've gained 10 clients within the first two months of starting my coaching business in 2026. It definitely wouldn't have happened without the programme.
Not ready to decide yet? Scroll on for stories and full details.
The Shifts That Happen First
From first clients to first real clarity — these are the results that move everything forward.
From unclear to selling into organisations
It's helped me to grow the business, but also to run the business. I successfully sold my group programme into organisations.
From 4 years in to a niche which feels so natural
I've grown my Linkedin audience to 3K followers in 6 months. I reconnected to a niche which feels like it's in my blood. Rebuilt my business from scratch. And signed my first few finance coaching clients.
From employment to relocation
I now work with 3 to 4 clients per month and have just launched my first group cohort. I also relocated to my dream location.
From no niche to the go-to-coach in her niche
It's busy for one to one coaching and I've now reached a broader audience of aspiring leaders - I work with people all around the world.
From employment to first clients
Within the first month of launch I gained my first two paying clients. The programme surpassed my expectations and it's saved me months if not years.
From stop-start to $100K
I’m on track for $100K this year. My business feels spacious, and I choose how I work.
From zero to 15 clients
I'm leaving the programme with fifteen one to one self funding clients and I started with zero.
From Burnt out HR Director to Thriving Coach
I've had consistent clients over the past 4 years since being part of The Business of Coaching
From hourly sessions to premium programmes that sell
I went from charging by the hour to putting premium programmes online and selling them almost immediately. I now plan my year with confidence and genuine excitement.
Support That Doesn't Disappear After You Buy
Real feedback. Real care. Real momentum.
From full time to part time and a regular stream of clients
I would 100% recommend the programme to anyone who feels they can build a bigger business than they currently have.
My whole business trajectory shifted
Since joining, I’ve signed clients, become a recognised expert, achieved my ACC accreditation, and started booking podcasts and lives.
From ticking along to 2.5x revenue
I have 20 regular clients now — and I’ve 2.5x’d my revenue.
A safe haven in the storm
You might be a ship at sea and the storm comes in, but you know, you've got that safe haven to come back to. So yeah, that's how it, how it felt.
Successfully launched my first group programme
I nearly talked myself out of joining, but it was one of the best investments I made. The biggest return wasn't just the clients I gained - it was the confidence, support and belief in myself that stayed with me long after the programme ended."
From teacher to coach
From sporadic Linkedin posting to podcasts, webinars and clients.
A very special group
This is where you build your sales and marketing muscles in a supportive way. It’s such a special group – when it ends, it leaves a real gap
💬 No surprises — scroll to full breakdown
Build the Coaching Business You Trained For - With Our Support, Step by Step
Whether you’re just starting out or you’ve signed clients but nothing feels steady, this programme meets you where you are.
Over 6 months, you'll follow a proven ICF-accredited business-building system — with weekly mentoring and personalised feedback — so you can grow a sustainable business that brings both freedom and impact.
Inside, you’ll:
✔️ Find your niche and stand out as the go-to coach
✔️ Craft an offer your clients are excited to say yes to
✔️ Market yourself confidently in the current market - whether that's to individuals or organisations (without the overwhelm)
✔️ Sell with ease — no awkwardness, no imposter syndrome
✔️ Build a coaching business that reflects your expertise — and earns like it, too
📌 You’ll get clear structure, accountability and real-time support every step of the way.
📌 This isn’t another “how to get clients” course - it’s a business refinement path that helps you apply what you already know with confidence and fill in the gaps that have been holding you back.
💬 Get full details + 6-month plan
You Don’t Need Another Course. You Need This Kind of Support
Other programmes
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No accreditation or recognised outcomes
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Login access with little or no personal support
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Teach theory but don’t show you how to apply it
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Outsource support to people you’ve never met
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Give access to course content for a limited period.
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Focus only on B2C, ignoring orgs and corporate work
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Focus only on strategy or mindset — not both
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Outdated models and no integration of AI — so you spend longer implementing and get left behind
The Business of Coaching
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ICF-accredited (12 Core Competency CCEs + 28 Resource Development CCEs)
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Get step by step instructions and real support, feedback and accountability.
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Practical, hands-on templates - including tech - you can copy and use today.
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Direct access to me and a team of experts
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Supports both 1:1 clients and selling to organisations
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Combines proven business strategy with mindset support so you stay the course
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Access to my AI-powered bots — trained on all my frameworks — so you can cut hours off your implementation time and stay focused on what really matters.
Here’s Exactly What We’ll Work On Together
Whether you’re brand new or you’ve been circling for a while — this is your proven roadmap to a coaching business that works.
✅ PHASE #1 - Build
Clarify your niche and positioning
Create your signature coaching offer (with pricing that reflects your value)
Build your brand messaging and marketing language
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Launch your first lead magnet and email funnel using our pre-built funnel if you wish — without tech overwhelm
👉 You’ll finish this phase with a niche and offer that’s been reviewed and refined with expert support — so you know it lands with the right people.
✅ PHASE #2 - Attract
Design a marketing plan that works around your life (no burnout here)
Get visible your way – LinkedIn, email, podcasts, workshops (choose what fits - with step by step instructions)
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Learn how to lead client conversations that end with “Where do I sign?”
👉 We'll review your content, outreach, and conversations — so you’re not second-guessing. You’ll walk away with a visibility strategy that feels doable and actually gets results.
✅ PHASE #3 - Deliver
Smooth onboarding and a premium delivery experience
Increase revenue with higher-tier or corporate offers
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Track what’s working so you can scale confidently
👉 We’ll refine your systems and client experience together — so you feel professional, polished, and ready to grow.
The Reliable Results Path
Beneath the 3 phases, you’ll be guided through a proven 5-step foundation that makes your business sustainable:
Foundation & Vision
Niche & Offer
Sales & Marketing Strategy
Automation & Tech
Growth & Sustainability
Alongside expert feedback, you’ll have my own Jo AI bots built from my frameworks to guide you step by step — helping you implement faster and avoid getting stuck in the weeds.
It’s the structure that keeps you grounded — so you don’t waste time or spin in circles.
Real results take real action.
This programme gives you the structure, feedback, and tools to build and continue to grow your business.
Real results come with consistent action over time — most coaches start signing clients within the programme and the biggest shifts keep unfolding as they keep applying what they learn.
Jo
💬 Includes weekly coaching + bonuses
Why work with me?
I’ve been where you are — and I know what it takes to build a business that actually works.
Hi, I’m Jo.
I became a coach because I wanted to help people — but turning that into a steady, client-winning business didn’t come naturally.
I fumbled around for longer than I’d like to admit. Eventually, I invested in great mentors, did the work, and built a thriving executive and career coaching business.
Now, I get to help other coaches do the same — with clarity, confidence, and without the second-guessing.
💛 What you’ll get with me:
✅ Someone who gets it. I’ve coached individuals and sold into organisations — and I know how different that can feel from theory.
✅ ICF-accredited structure — no pretense, no hype, no gimmicks. Just clear steps, feedback and results.
✅ Personalised, thoughtful support — from a team who'll know your business, your name, and your growth goals.
✅ A warm, grounded space where you can ask the real questions (even the ones you think you “should” know already).
Whether you’re fresh from coach training or years into figuring it out — you’ll feel seen, supported, and clear on your next step here.
Jo
What Some Of Our Wonderful Clients Say...
This programme completely transformed my career coaching business. I went from 2% to 50% income from coaching - exactly what I wanted. I didn't only gain financially and operationally as a result of investing in The Business of Coaching but in terms of my mindset, confidence and community which have been of paramount importance.
Natasha Weller
Career Coach
The Business of Coaching exceeded my expectations. The step by step guidance helped me gain confidence and clients. Jo delivers the programme in a way that doesn't overwhelm. The progress I have made from my starting point is unreal. I have paying clients, speak at large events (unthinkable before the programme!) and have made life-long friends.
Lorraine Eivers
Career Coach
I did a lot of research and had a week of discovery calls with people, a bit like Jo - but not really like Jo at all. Working with Jo transformed my mindset and my business. I've grown my following to 70K in 6 months. I'm fully booked for my 1:1 coaching and have signed up 20 individuals for my group leadership programme.
Kate Waterfall Hill
Leadership Coach
You're not just getting me - you're getting a team
The Business of Coaching is built around a team of experts who bring different strengths to your business.
Jo Lott - Programme lead, business mentor, and the person who designed every framework you'll use. I lead the weekly calls, set the direction, and make sure the programme keeps evolving.
Jacqui Jagger - Jacqui was my own 1:1 coach when I was earlier in my journey and I feel so fortunate that she now supports the group. She runs drop-in sessions, reviews your work in the feedback channel, and brings a depth that comes from building a successful coaching business herself.
Cathy Topping — Cathy is my own AI and tech support in my business — and now she brings that expertise to you. She helps you work smarter with AI tools, sharpen your copy, and implement it faster without getting stuck in the tech.
Together, we make sure you get deep, well-rounded support — not just one perspective.
This means you're never waiting on one person. You're held by a system that keeps you moving.
💬 Scroll to full pricing & support details
How Does It Work?
This isn’t just another course. It’s hands-on, high-touch, and built for real progress — with a proven system and expert team in your corner every step of the way.
GROW
Follow a step-by-step path that fits into your life.
→ Bite-sized trainings you can actually complete
→ Weekly feedback on your niche, offer, and messaging - from me and my experienced support team
→ Real-time reviews so you keep moving — not spinning
By the end of the first month you’ll have your niche, offer, and core messaging set.
In 6 months you’ll have a simple marketing and sales system running — with expert feedback every step of the way.
CONNECT
Join our core Business of Coaching community for 6 months of support — structured around UK school terms so you never miss out.
Our core B of C calls are Tuesdays, 1-2.30 GMT in UK term-time.
In addition, you’ll be invited to kick off your journey with a 4-week small-group accelerator (just 5 coaches, Wednesday 1 July and Tuesdays 7, 14, 21 July, 11am-12 UK time), where we’ll ensure you have a clear niche, offer and have taken some steps to share that within our first four weeks.
Here’s how you’ll stay supported throughout the 6 months:
✔️ Weekly group coaching calls - led by me and supported by experienced team members (Tuesdays 1–2:30pm, in UK term-time)
✔️ Slack access between calls for expert feedback and peer support
✔️ Breakout groups for connection, reflection, and shared growth
✔️ Monthly Practice calls - a focused space to reflect, plan, be coached, coach others, and move your business forward with clarity.
No more spinning your wheels or wondering what to do next — you’ll always have a space to ask, share, and keep moving.
BELONG
This is more than a programme — it’s a community.
You’ll be surrounded by thoughtful, kind, go-for-it coaches who’ll celebrate your wins, help you through the wobbles, and hold you steady when imposter syndrome creeps in.
This is the kind of space where real growth happens — supportive, consistent, and deeply encouraging.
💬 Scroll to investment details
Got Questions About the Format?
What if I can’t make the live calls?
No problem. Everything’s recorded and uploaded inside the portal — so you can watch (or rewatch) at your own pace. You’ll still get Slack support and feedback between calls, so you won’t miss out on momentum.
Do I have to keep the pace of others?
Not at all. This isn’t a race. You’ll move through the programme at a pace that works for your schedule and energy. Some coaches go all-in from day one, others take a gentler path. Both are totally okay.
I feel nervous to join — is that normal?
Completely. Most of our coaches join with wobbly confidence, but they’re ready for change. You’ll be held — kindly and consistently — from day one. You truly don’t need to have it all figured out before you begin.
High-Value
Limited Time Bonuses (included for free)
These bonuses are designed to support the real places coaches tend to get stuck — so you don’t just start strong… you stay strong.
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BONUS 1
Winning with Webinars
Learn how to confidently plan, promote, and deliver a value-packed webinar that attracts the right clients and positions you as a go-to expert in your niche.
🧰 Includes: plug-and-play promo templates, structure guides & swipe copy. -
BONUS 2
Selling to Corporates
Already working with individuals but want to expand into organisations?
80% of my clients sell to organisations as well as individuals. This bonus walks you through exactly how to approach, pitch, and sell into companies — using the same templates and frameworks I’ve used to help dozens of clients do just that.
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BONUS 3
The Bot Genie
This bonus training where you'll discover how to use The Bot Genie to create powerful custom AI bots for your business.
No tech overwhelm, no complicated setup - just practical ways to save time, attract clients, and increase sales
🧰 A simple way to leverage AI, stand out in your market, and create smarter systems for business growth. -
BONUS 4
Custom GPTs for Your Business Growth
You’ll also get access to use Custom GPTs trained on my frameworks, including:
Tangible Offer Bot & Master Offer Builder
Content Writing Buddy & Hook Writer
Lead Magnet Creator & Funnel Copywriter
Website Copywriter & Professional Bio Writer
It will help you to work smarter, create faster, and organise your business more effectively.
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BONUS 5
Positive Intelligence
Master Your Mind (Value: $995)
Change isn’t just strategy — it’s mindset. This 6-week guided mental fitness programme helps you develop the habits that support your confidence, resilience, and ability to show up consistently (even when things feel wobbly).
📱 Includes: app access, daily practices & peer pod support. -
BONUS 6
The Practice Programme
(Value £860)
A monthly space to reflect, plan, be coached, coach others and keep your business moving forward with clarity and intention. The Practice gives you a simple rhythm to return to what matters without pressure, noise, or overwhelm.
You've likely spent months, maybe even years, circling this decision.
Every month without clients isn’t just lost income.
It’s lost clarity, lost energy, and missed impact.
Let’s change that — with a system that works.
Your Investment
This isn’t just a course — it’s focused momentum, weekly feedback and support, and the confidence that comes from finally knowing what you’re doing is working.
This is an investment in real transformation, backed by clear structure, honest feedback, and a proven system trusted by 200+ coaches.
Here’s what’s included:
✅ 6 months of structured mentoring, training and support - with the option to continue at a special rate.
✅ Weekly expert feedback on your niche, offer, posts, proposals, and process - from me and my experienced support team
✅ Slack access for support between calls
✅ Exclusive: Access to my AI-powered bots — trained on all my frameworks — so you cut hours off your implementation time.
✅ A proven step-by-step system for building a sustainable, client-winning business
✅ 4 high-value bonuses to support your visibility, mindset and corporate outreach
You’ll benefit from the combined insight of my expert team — Jacqui (my own former 1:1 coach), Cathy (my AI and tech specialist), and others — so you get deep, well-rounded support no matter where you're stuck.
Most clients make their investment back with just 2–3 paying clients.
But the real return?
Knowing how to sign clients again and again — with clarity, confidence, and consistency.
You’ll leave with the skills, systems and confidence to grow your business in the long term.
⏳ 6-Month Payment Plan Available
We’ve added a 6-month payment plan to make it easier to get the support you need now, and pay in a way that works for you.
💡 The sooner you start, the sooner your business starts working.
📌 Payment plans available
📌 14-day money-back guarantee
📌 Your 6-month support begins at your official start date — so if you join early, you get bonus prep time at no extra cost.
14-Day Money Back Guarantee
I know this programme works — you’ve seen the stories above.
But I also want you to feel confident in your decision.
That’s why I offer a 14-day money-back guarantee.
If you join and realise this isn’t what you need after all, simply show me the work you’ve completed within the first 2 weeks and I’ll refund you.
No drama. No awkwardness.
Just a respectful agreement between professionals.
This programme requires active participation — because real results only happen when you do the work. But you’ll never be doing it alone.
🔒 The guarantee in a nutshell:
Valid for 14 days from purchase.
You must submit your completed work from Weeks 1–2
If it’s not a fit, you’ll receive a full refund — no hard feelings
💡 If you’ve read this far, your gut already knows — this is the step forward you’ve been waiting for.
Do you have questions?
Please reach me at joanna@joannalottcoaching.com if you cannot find an answer to your question.
Q: Is this just for brand-new coaches?
A: Not at all. While many clients join soon after qualifying, just as many come in after 1–20 years of piecing it together without a clear plan. We have brand new, ACC, PCC and MCC coaches within the programme.
We will meet you where you are at - and get you unstuck, whether you're just getting started or finally ready to build your own pipeline.
Q: What if I’ve already done another business programme?
A: Then this will likely feel refreshing. Most business programmes give you theory.
Here, you’ll get personalised feedback, real accountability, and step-by-step structure — not just content to consume, but actions to take and support to get results.
Q: What if I don’t have a niche yet?
A: Perfect. That’s one of the very first things we work on — and you’ll have my eyes on your niche ideas so we get it right.
Q: What if I already have a niche?
A: Great — we’ll refine it, pressure-test it, and make sure it’s landing clearly with your audience. Even small tweaks here can lead to big results.
Q: How much time do I need each week?
A: You’ll want to set aside 3 hours per week, including the weekly call, any implementation, and checking in on Slack. This programme is designed to fit around real life — many of my clients are working parents or balancing other responsibilities.
As your business grows, there will be business building activities stemming from what you're learning. For example you'll need time to market your business.
It's self paced and the more you put into your business the more you'll get out.
Q: How much support will I get?
A: More than you'd expect - and from more than one person. You’ll have:
✔️ A 4-week small-group accelerator to kick things off
✔️ Weekly group coaching calls (Tuesdays, 1–2:30pm UK) - led by me and supported by expert team members
✔️ Slack support between calls - from me, my team and fellow coaches
✔️ Expert feedback on your work at every stage
Q: Do you offer refunds?
A: Yes — if you join and realise this isn’t the right fit, I offer a 14-day money-back guarantee.
Just show me the work you’ve completed from Weeks 1–2 and I’ll refund you in full.
This is a high-touch programme that only works with your active participation — and that’s why the guarantee is structured around action, not just intention.
To be clear, this is valid for 14 days. It's up to you to submit on time and if you don't request and submit your work within the 14 day period, no refund will be given.
Q: What if I can't make the live calls?
A: All calls are recorded, and you can submit questions in advance. But clients tell me that live calls are where the magic happens — so come if you can.
Q: Do I need to keep the pace of others in the programme?
A: Not at all. This isn’t school — and there are no gold stars for rushing. You’ll have a clear structure, but you’ll move through it at the pace that works for you.
Q: Is the programme just for women?
A: No - the programme is open to all coaches and consultants. While many of my clients do happen to be women (often balancing business with family or other commitments), what matters is that you’re a coach who wants to attract clients, grow consistently, and build a business that feels aligned.
If that’s you, you’ll be right at home here.
Q: How long will it take to get results? Are results guaranteed?
A: Just like you can’t guarantee what action your coaching clients will take — neither can I.
What I can say is this: I’ve done everything in my power to make success possible.
Some clients sign their first paying clients within weeks.
Others take longer — especially if they’re still refining their niche, messaging, or building out their business foundations.
Most recoup their investment within 1–2 clients.
The truth is, building a business takes time, resilience, and consistency. You have to keep showing up, even when it feels slow.
But if you do the work, follow the steps, and stay engaged — you will build momentum.
And I’ll be with you every step of the way.
Q I think I just need 1:1 coaching. Do you offer that?
A: This programme gives you more access to me than most 1:1 offers. You’ll get personal feedback, eyes on your work, and the kind of strategic and mindset support that moves the needle. But if you truly prefer 1:1, reach out and we can talk.
Q What if I join near a school holiday?
A: Your support window extends to account for UK school breaks — so you still get the full 6 months of support, no matter what.
Q What happens after the 6 months of support?
A: You don’t have to rush off or figure things out on your own. Many of our successful members choose to continue in the programme. We'll share details of what's available as you approach the end of your programme, so the transition feels natural rather than rushed.
Q: I'm feeling a bit overwhelmed, are you sure I can do this?
A: I’ll be upfront — yes, there’s a lot to learn and implement in The Business of Coaching.
But you don’t have to figure it out alone anymore.
If you’re committed, I’m here to guide you. You bring the courage — I’ll bring the map.
Let's make sure it's right - for both of us
Nearly everyone completes the short application before joining — it helps us get to know you and send a personalised Loom video with honest, no-pressure guidance so we can both make sure it’s a great fit.
If you’ve read this far, the question usually isn’t whether this will help.
It’s whether you’re ready to stop circling the same questions on your own.
The Business of Coaching is for coaches who want to make one clear decision and then be supported to follow it through.