Stop selling seats. Start winning contracts.
The Executive Coaching Academy is the month-by-month membership for certified coaches with a full private practice. Every module hands you one piece of the corporate sale: the offer, the price, the proposal, the procurement paperwork and the measurement report, so you walk into the conversation already holding what they'll ask for.
You should walk into every corporate conversation already holding the document you need. That's the belief this whole academy is built on.
— Coach Shayla and Coach Carlton, Powerful Messages
Founding member pricing
There are 25 founding spots in the Executive Coaching Academy. Use the code FOUNDING15 at checkout and you'll get 15% off your first month. When the 25 are taken the code stops working. There's no countdown timer and no deadline we'll quietly extend.
What you'll learn
What you'll be able to do
- Package your coaching model into a corporate offer a company can put on a purchase order
- Price engagements by seat, cohort, and retainer at rates the market actually pays
- Write a proposal structured the way a buying committee reads and approves it
- Navigate procurement: vendor forms, insurance requirements, data terms, and what to push back on
- Measure and report coaching outcomes in language that survives a CFO's questions
- Build a corporate pipeline and expand a single-team engagement into a multi-team account
How it works
How the corporate sale gets built
Nothing in The Executive Coaching Academy is a pre-recorded video you watch and forget. Every lesson is written live around your practice, and every module leaves you holding a document you can send.
Your offer, on paper
Your coaching model becomes a corporate offer with a scope, a price and terms a company can put on a purchase order.
The proposal and the paperwork
Then the proposal, the procurement paperwork, and the measurement language that survives a CFO's questions.
One module a month
One module a month, because a corporate buying cycle moves at that speed and you'll be running real conversations in between.
The curriculum
What's inside your school
12 modules · 60 lessons
Coaching Versus Training
Clarifies what companies are actually buying, when coaching wins over training, and where an independent coach fits in that landscape.
- 1.1What Companies Mean When They Say CoachingIncluded
- 1.2When Coaching Wins and When Training DoesIncluded
- 1.3Where the Independent Coach FitsIncluded
- 1.4The Corporate Engagement Model at a GlanceIncluded
- 1.5Your First Asset: One-Sentence Positioning StatementIncluded
Who Actually Buys
Maps every stakeholder in a corporate coaching purchase and what each one needs to say yes.
- 2.1The Executive SponsorIncluded
- 2.2The HR or L&D PartnerIncluded
- 2.3Procurement's Role in the BuyIncluded
- 2.4The Participant and Their ManagerIncluded
- 2.5Your Stakeholder MapIncluded
Package Your Model
Translates the way you coach into a defined, purchasable offer a company can put on a purchase order.
- 3.1Why Your Current Offer Doesn't Fit a POIncluded
- 3.2The Anatomy of a Corporate Coaching OfferIncluded
- 3.3Cohort Versus Individual Versus Hybrid FormatsIncluded
- 3.4Naming and Framing Your MethodologyIncluded
- 3.5Your Offer DocumentIncluded
Pricing Per Seat
Covers engagement pricing, cohort rates, retainers, and what the corporate market actually pays independent coaches.
- 4.1Why Hourly Pricing Breaks in CorporateIncluded
- 4.2Per-Seat and Cohort Pricing ModelsIncluded
- 4.3Retainer Structures for Ongoing EngagementsIncluded
- 4.4What the Market Pays and How to Find OutIncluded
- 4.5Your Pricing SheetIncluded
The Chemistry Call
Prepares you to run the discovery and evaluation meeting that determines whether you win the engagement.
- 5.1What the Chemistry Call Is Really DecidingIncluded
- 5.2Questions That Open the Real ConversationIncluded
- 5.3Listening for Fit and Walking Away When It Isn't ThereIncluded
- 5.4Closing the Call Toward a Next StepIncluded
- 5.5Your Chemistry Call Prep SheetIncluded
The Proposal
Teaches you to write a proposal structured the way a buying committee reads and approves it.
- 6.1How a Buying Committee Reads a ProposalIncluded
- 6.2Proposal Structure: Section by SectionIncluded
- 6.3Writing Outcomes a CFO Can EvaluateIncluded
- 6.4Scope, Boundaries, and What's Not IncludedIncluded
- 6.5Your First Corporate Proposal DraftIncluded
Procurement and Contracts
Prepares you to handle vendor forms, insurance requirements, data terms, and contract negotiations without losing the deal.
- 7.1What Procurement Is Actually DoingIncluded
- 7.2Vendor Registration and the Forms You'll FaceIncluded
- 7.3Insurance: What Companies Ask For and WhyIncluded
- 7.4Data, Confidentiality, and Privacy TermsIncluded
- 7.5What to Push Back On and When to Call Your CounselIncluded
Running the Engagement
Covers session cadence, confidentiality boundaries, and sponsor relationship management across a live corporate engagement.
- 8.1Setting Up the Engagement for SuccessIncluded
- 8.2Session Cadence and Scheduling at ScaleIncluded
- 8.3Confidentiality Boundaries in a Corporate ContextIncluded
- 8.4Managing the Sponsor Relationship Mid-EngagementIncluded
- 8.5Your Engagement RunbookIncluded
Proving It Worked
Builds the measurement and reporting approach that gives sponsors evidence they can take to a CFO or board.
- 9.1Why Anecdotes Don't Renew ContractsIncluded
- 9.2Setting Baselines Before the Work BeginsIncluded
- 9.3360 Feedback and Behavioral MeasuresIncluded
- 9.4Writing the Impact ReportIncluded
- 9.5Your Measurement PlanIncluded
Renewal and Expansion
Covers the timing, conversation, and commercial strategy for turning one team engagement into several.
- 10.1When the Renewal Conversation Actually StartsIncluded
- 10.2Framing the Renewal Around EvidenceIncluded
- 10.3Expanding Across Teams and Business UnitsIncluded
- 10.4Repricing and Renegotiating at RenewalIncluded
- 10.5Your Renewal Conversation GuideIncluded
Building a Pipeline
Shows where corporate work actually comes from for a solo coach and how to keep opportunities moving without a sales team.
- 11.1How Corporate Work Finds Solo CoachesIncluded
- 11.2LinkedIn and Speaking as Pipeline ChannelsIncluded
- 11.3Relationships That Convert: HR, Consultants, and Peer CoachesIncluded
- 11.4Tracking a Corporate Pipeline Without a CRM TeamIncluded
- 11.5Your Pipeline Starter PlanIncluded
Scaling With Associates
Prepares you to bring other coaches into your engagements, covering quality control, contracting, and compensation.
- 12.1When You Need an Associate and When You Don'tIncluded
- 12.2Selecting and Vetting Associate CoachesIncluded
- 12.3Onboarding Associates to Your MethodologyIncluded
- 12.4What to Pay Associates and How to Structure ItIncluded
- 12.5Your Associate Agreement OutlineIncluded
Who it's for
Is this you?
The full-roster private coach
She's booked solid with individual clients and knows her practice has a ceiling, so corporate contracts are the next move and she needs a clear path to get there.
The ex-corporate turned coach
He left a senior leadership role to coach full-time, so the business fluency is already there, but he's never been on the vendor side of a procurement process and needs to learn that part.
The L&D adjacent coach
She's done project work for HR teams before but always informally, and she's ready to package her methodology properly and start winning real, renewable contracts.
The newly credentialed ICF coach
He earned his credential and built a steady practice, and now wants to move upstream into leadership coaching at the team or organizational level before his market gets crowded.
The solo coach ready to scale
She's done enough corporate work to know it's where she wants to focus, and she's thinking about bringing on associates, so she needs the systems and agreements to do it right.
The coach who lost a deal to paperwork
He's had promising corporate conversations stall at the proposal or contract stage, and he wants to understand exactly what went wrong so he never loses a deal that way again.
What you get inside The Executive Coaching Academy
One subscription, $147 a month, covers all of it for as long as you're a member. That works out to about $4.90 a day.
- 12 modules and 60 lessons, with a new module opening every month, which is the speed a corporate buying cycle actually moves at
- An AI coach inside every lesson that knows the material and knows where you are in it, so you get an answer in the middle of the work
- The community, where you post what you're stuck on and hear back from us and from other coaches selling into companies
- Both of us. Coach Shayla and Coach Carlton are in there reading and answering
- New lessons added as the market changes, at no extra cost
- No contract and no minimum. You can cancel from your account any month
Seven days to decide
You can read a whole lesson before you pay us anything, so you already know how we teach before you join. Then take your first week inside The Executive Coaching Academy. Watch the lessons, work with your coach, post in the community, do the work. If it isn't right for you, email us within 7 days of joining and we'll refund your first month. You don't have to explain why and there's no form to fill in. There's no contract either, so you can cancel from your account any month after that.
Questions
Frequently asked
Your teacher
A note from your teacher
Coach Shayla and Coach Carlton
If you're reading this, we're guessing you've had at least one of these moments. A corporate contact asks you to send over a proposal, and you stare at a blank document wondering what a buying committee actually wants to see. Or someone in HR asks for your pricing, you quote your hourly rate, and the conversation quietly dies. Or you land a company client, do genuinely good work, and then watch the engagement end without a renewal because nobody established what success looked like at the start.
Those moments aren't a coaching problem. Your coaching is fine, and it isn't what's getting in the way. What's getting in the way is that selling to and running corporate engagements follows a completely different set of rules than private practice, and most coaches were never taught those rules. We built this academy to change that.
The curriculum is organized around one principle: you learn by making something real. We're not interested in teaching you frameworks you'll file away and never use. Each part of the curriculum ends with an asset you actually keep, whether that's a pricing sheet, a proposal draft, a stakeholder map or a measurement plan. By the time you've worked through everything, you'll have a full set of working documents rather than a better understanding of how corporate sales works in the abstract.
What we want you to leave with is the confidence that comes from having done the work before you're in the room. Knowing how a buying committee reads a proposal before you write one. Knowing what procurement is actually asking for before the forms land in your inbox. Knowing when the renewal conversation starts, which is not at the end of the engagement, so you can set it up from day one.
This work is learnable. The corporate market is genuinely open to independent coaches who can show up like professionals, speak the language of business outcomes, and manage an engagement with the same rigor they bring to the coaching room itself. That's exactly what this academy is designed to help you do. We'd love to see you in there.
— Coach Shayla and Coach Carlton
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- 12 modules, 60 lessons
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