We train and mentor professional coaches
to build success - their way.
THE COACH ENTREPRENEUR
The Coaching - Reality Gap
Around 135,000 coaches are active in the world, working in an occupation growing steadily year on year. Their craft centres on breakthrough ways to empower individual and team development in ways that are fairly new. Good people, proven coaching technology and an increasing demand for service.
Most coaches however, don't earn enough to sustain themselves or the people who depend on them.
While some charge at the same levels as other professionals, most don't. Those that do book only a fraction of the client sessions that doctors, lawyers or plumbers do.
There's a gap between what coaching promises and what it delivers - for the coaches themselves!
01
Competence and Success
Every coaching venture begins with hope. Whatever pulled or pushed you to train and start this work, you did it with optimism about what it could be: both at first and then later. Training and accreditation organisations do good work at increasing professional competence, but most competent and sincere coaches don't make enough money to sustain themselves or their families.
There is a problem and it's not about coaching ability.
02
Truth about the profession
Coaching is not an acknowledged profession - although many coaches approach their actual coaching work professionally; they work with frameworks of practice and ethics – they invest in training and supervision, and they might link with organisations like the AC, ICF or EMCC. But whereas a medical doctor can qualify, then receive a supply of "clients" from clinics, hospitals or other established referral systems, only a portion of coaches are supported by infrastructure like this. Most coaches are alone – operating in isolation – selling the same product as most others – and getting new business sporadically, -– without control.
03
Different ways of being a coach
Many people train and qualify as coaches either purely for self-development, or to do their main job better.
Some coach clients , but they'll make it clear, not for the money - mainly for the satisfaction and enjoyment of working with people in a "coaching way".
There are many coaches who work alone or in loose networks, doing good work and celebrating when a referral results in a new client. They enjoy the work itself, but the instability of it as a source of incomoe is draining.
Then there are others who create different ways of coaching, with unashamed value-based pricing, business systems that support rather than compromise their own professional and personal integrity.
Most coaches default to one type of coaching approach without taking stock of what they themselves want from their work.
04
Coaching is a business and
coaches are entrepreneurs
Entrepreneurs train themselves to see the world differently from others - they see opportunity when others see routine - they design options then they make their best-choice come to be through relentless execution - if something isn't taking them towards their personal vision of the future - they change it.
Whatever type of coaching you do, or want to do - The Coach Entrepreneur team and services will help you: Engage differently with the world – Respond differently in line with your values and in ways that defeat your "hold-me-backs". Act differently, building new ways of providing value and being an authentic coach entrepreneur.
From coaches...
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"I was bombarded daily by hard-sell advertisers telling me they all knew what I needed - I 'must' buy their list, their PDF, their funnel, their video collection, their $7 online training or their e-book on how to get 180 new clients in 30 days." I knew I didn't know how to build my coaching into something I could rely on."
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I need to earn an extra €3000 each month, to cover my bills and school fees - that, plus what I already earn from some training I do feels enormous. I've no idea if it's possible for me to do it, or how even to start.
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I've tried marketing about five times and it never worked. I also write posts for my LinkedIn sometimes, but usually I only get around 7 thumbs ups or claps.
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I'm ashamed to say, I started coaching after I left my job three years ago and so far, I've earned as much as I used to earn in three months - in total.
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I spent $10,000 on my website over the past 15 months and all I've got from it is three enquiries from people who basically wanted to be coached for free.
ACTIVATING COACH ENTREPRENEURS
The Coach Entrepreneur team works to activate entrepreneurial behaviour in coaches who don't naturally think or behave entrepreneurially.
James Ashton leads the team and together with his partners, he's learned (often the hard way) what helps coaches earn well, work sustainably and grow while they enjoy the process.
At The Coach Entrepreneur he shares this knowledge with coaches who are hungry to be more entrepreneurial, who want success more than credentials and who are fed-up with guru-gimmicks; coaches who want results.
We research entrepreneurial activation scientifically, but our impact-work is done through training, events and mentoring. Our two main programme blend coaching and mentoring either with a single person, or with a small, tight cohort of no more than 5 coaches.
Change often happens quickly, but our work is focused on systematic and relational success-building. If you're desperate for immediate cashflow, we understand and like most people in their own business, we've been there. We'd like to hear from you and to include you in our mailing list; perhaps we’ll meet a future event... But our main training and mentoring programmes are not right for you at this time.
We only work with people we can partner with over a few months in our training and mentoring programmes.
HOW WE CAN WORK TOGETHER
Two programmes - same approach - different format
Define and believe in your own professional vision
identify and build a business model to fit your goals;
define and activate your unique flywheel of action
build growth, momentum and new results.
Together we'll build clarity, confidence, skill and results so your coaching business can thrive.
On your terms.
Accelerate and Impact
Accelerate is a five-month, small-group programme for experienced coaches who need to have greater impact without lowering their standards or adding noise.
Working with James Ashton and a small peer cohort, participants focus on leverage: structural shifts that meaningfully change outcomes. This is serious, thoughtful work for coaches who are ready to think and act differently
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Impact is a six-month, one-to-one coaching and mentoring programme for experienced coaches who want greater business impact through depth, focus, and sustained attention. Delivered online, it combines prework, a structured start-up session with fortnightly conversations and meaningful work between sessions. Impact is designed for coaches who are ready to engage seriously, think strategically, and make deliberate change to how they act as coach entrepreneurs .
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Testimonials
"What I wanted was a course that acknowledged how building my coaching business was not simply about me having a good idea. It involved a lot more including: my vision, my fears and the limits I place on myself. Accelerate helped me grow, and it helped me be the best entrepreneur I can be".
"The autonomy and individual focus of the course allowed me to tailor the journey to my own needs. I was allowed to be unique."
"Accelerator created a shift towards a more confident approach to scaling. It structured my thinking, planning and what I do, not just in business, but also in my life. It brought stability and clarity around my coaching business".
"James has been good for me on many levels and I have just started a new programme with him so I can continue the improvements I've experienced."
"I increased my monthly coaching revenue by 25% in three months by redefining what I want from my coaching business, and re-thinking how I can get there."
Ready to connect?
We link with a growing community of coaches who are interested and excited by the idea of growing their businesses. Subscribe here, and we'll send you newsletters, offers to our events and effective tips or tools for you to use.
SUCCESS THROUGH RELATIONSHIP -
IT STARTS WITH ONE STEP
Apply to join
Impact or Accelerate
"The thing about becoming an entrepreneur is it often feels like you have to do it on your own otherwise, it's not really yours. But a significant part of what makes people succeed in entrepreneurial small businessventures is that they know who to turn to and when. We take delight in the success of the people who work with us.
I encourage you to begin your process of growing impact and results by completing this application. I look forward to meeting you"
James Ashton
We ask you to apply to be part of Accelerate (small group programme) or Impact (one-on-one) because it's very important that your needs and situation can be positively impacted by our services.
We want to earn a long-term association with you and to do that, our first joint project must be good.
Impact and Accelerate FAQs
What is the cost of Accelerate?
The full fee for the five-month Accelerator programme is €3,950 exclusive of VAT or GST. This includes all group sessions, materials, and full participation in the cohort.
Are there any additional or hidden costs?
If you are paying in a jurisdiction where we need to pay VAT or GST then we'll add it to your invoice. Otherwise - no. The programme fee covers everything you need to take part. There are no add-ons, upgrades, or upsells.
Can I pay in instalments?
Yes. You may choose either:
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full payment of €3,950 on acceptance, or
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two contracted instalments of €2,100 each
Payment details are provided once you’ve been accepted into the programme.
Why is the programme priced this way?
Accelerate is for experienced coaches taking their business seriously. Pricing reflects the depth of the work, the small-group format, and the level of direct engagement involved. It allows us to keep the cohort small and the work meaningful.
Do you offer discounts or negotiated pricing?
No. The fee is fixed for all participants.
This keeps entry fair, protects the integrity of the group and avoids turning the decision into a negotiation.
Why is participation by application?
Because the quality of the programme depends substantially on the quality of the room. The application process helps ensure that Accelerate is a good fit, for you and the cohort and that participants are working at a similar level of experience and intent.
Is there a guarantee?
We don’t offer formal guarantees because although we'll do all we can to activate your coach entrepreneurialsm, Accelerate works best for coaches who engage fully and are ready to think differently about their business. For that reason, we focus on careful selection rather than promises.
Is Accelerate worth the investment?
Accelerate will create clarity, it will help you shift identity towards being more entrepreneurial, it will crystallise your vision and business model and it will co-create a flywheel of action that takes you towards your goals. You'll create a marketing and sales approach that suits your specific needs and will help you create a rhythm of better decision making and decisive action. It's worth the investment and participants find the investment modest compared to the costs of:
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prolonged low earnings
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habitual underpricing
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working with the wrong clients
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delaying strategic decisions
If you’re accepted into the programme, it will be because we know your investment makes sense.
Who is Accelerate not for?
Accelerate is for experienced coaches who already work with real clients and who want to strengthen the business around that work. It is not for new coaches, or coaches who are satisfied with their current coaching situation.
Is Accelerate focused on marketing tactics and lead generation tips?
No. Accelerator is not a generic marketing or sales course. While commercial clarity should improve visibility and demand, the focus is on you, your business structure, positioning, and decision-making, not on quick-win hacks.
Is Accelerate a good fit if I want step-by-step formulas or scripts?
No. We assume you are a partner in your development and that you're an independent thinker with good professional judgement. The work is personal, educational and reflective, not prescriptive.
Is this programme right for me? I only want motivation & accountability.
No. While the group provides momentum, Accelerate will change how you see and run your business; it is not simply to keep you on track.
Can I join if I’m unsure whether I want to invest time or energy right now?
Probably not. Accelerate works best for coaches who are ready to engage fully over five months and make deliberate change.
What is the cost of Impact?
The full fee for the six-month Impact programme is €6,900 (excl VAT or GST) This includes all scheduled sessions, the initial start-up session, and programme materials plus ongoing WhatsApp contact as needed.
Are there any additional costs?
Apart from taxes that might apply, no. The fee covers the entire engagement.
Can I pay in instalments?
Yes. You may choose either:
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full payment of €6,900 on acceptance, or
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three guaranteed monthly instalments of €2,450
Payment details are provided once you’ve been accepted.
Why is Impact priced higher than Accelerate?
Impact is one-to-one and involves sustained, personalised attention over six months. The pricing reflects the depth of engagement, continuity of work and the level of individual focus involved.
Why is participation by application only?
Impact works best with coaches who are already operating at a professional level and are ready to engage seriously to gain new levels of result. The application process ensures fit, commitment, and readiness.
Is there a guarantee?
No formal guarantee is offered because we can't control your engagement and bravery – Impact is most effective when participants engage fully, complete the bridging work and are able to think differently about their business. We rely on careful selection rather than promises.
Is Impact suitable for new or trainee coaches?
No. Impact is for experienced coaches with an established practice.
Is it focused on marketing tactics or lead generation?
No. As with Accelerate we focus on enabling you to be entrepreneurial, finding new clarity and solutions - thinking freshly about your business.
Is Impact good if I want quick fixes and paint-by-numbers tactics?
No. The programme assumes professional judgement and independent thinking.
Is Impact mainly about motivation or accountability?
No. Impact is about changing how you see and run your business, not simply keeping you moving.
Can I join if I’m unsure I can commit fully for six months?
Unlikely. The engagement between you and your coach / mentor needs to be based on commitment and hunger to change.
ALWAYS CONNECTED
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