The Life Coach School

What The Life Coach School does

The Life Coach School is a private digital education and personal development company founded in 2004 by Brooke Castillo and headquartered in Frisco, Texas. The company operates a direct-to-consumer business built around its proprietary Self Coaching Model, a five-step cognitive framework that teaches users to manage their thoughts, feelings, actions, and results across any area of life. The product portfolio includes The Weekly (a live group coaching program), Self Coaching Scholars/Get Coached (a $297/month subscription membership with group and individual coaching), a Tools Certification Program for non-coaches, a library of one-time individual courses on topics such as weight, drinking, money, and entrepreneurship, and more than 20 self-help books authored by Brooke Castillo. The company's customer base spans individual consumers seeking personal transformation, aspiring life coaches seeking certification, and a global network of LCS-certified practitioners listed in the company's directory.

All programs are delivered through Kajabi-hosted websites, making the technology stack essentially a content-distribution layer rather than a software product. The Coach Certification Program, the company's flagship pipeline for training professional life coaches, was retired on September 30, 2025, and Brooke Castillo announced 2024 as her final year of live certification and coaching, indicating a transitional phase. The company does not offer a mobile app, has no disclosed API, and notes that its content is intended for US residents only. Demand generation is driven primarily by Brooke Castillo's personal brand, the Life Coach School Podcast (500+ episodes, millions of downloads), and a large email list.

The Life Coach School generates revenue through recurring monthly subscriptions at $297 for Self Coaching Scholars, one-time certification and course purchases, and book sales. The company reportedly grew revenue 740% from 2017 to 2021 to reach multiple eight figures, and has cumulatively earned over $200 million using the Self Coaching Model. It operates with 101-250 employees, has no outside funding, no parent organization, no subsidiaries, and no disclosed M&A or partnership activity, functioning as a self-funded private business.

Name

The Life Coach School

Legal name

The Life Coach School

Website

https://thelifecoachschool.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Short description

The Life Coach School is a private digital education company that teaches individuals and aspiring coaches a proprietary five-step cognitive framework, the Self Coaching Model, through subscription coaching memberships, certification programs, individual courses, books, and a podcast, serving a long-tail of individual consumers and a global network of certified practitioners.

Ownership category

akta.pro rank

Product category

Life Coaching Education

NAICS

Professional and Management Development Training (611430), Educational Support Services (61171)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG)

akta.pro secondary industries

Health Coaching & Lifestyle Coaching Education (EDAAAHAG), General Health Coaching (HSADAGAA)

Keywords

• Life coaching education
• Self-help courses
• Coach certification programs
• Personal development training
• Online coaching membership

Headquarters

HQ city

Frisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Get Coached / Self Coaching Scholars Membership: Monthly subscription membership at $297/month providing group coaching, individual coaching sessions, and access to recorded and live courses. Auto-renewing monthly payments processed via credit/debit card.
2. Tools Certification Program: Certification program for individuals who want to learn to teach/use The Life Coach School tools. Enrolled students receive training materials and access to the program community.
3. Coach Certification Program (Retired Sep 30, 2025): Full certification program for students wanting to become life coaches. Retired on September 30, 2025. Had a 7-day refund window upon enrollment. Payment plans available (auto-charged every 30 days).
4. Individual Course Sales: One-time purchases for individual courses such as Entrepreneurial Management, Stop Overeating, Stop Overdrinking, Stop Underearning, How to Feel Better, and others. 12-month access from purchase date.
5. Book Sales: Sale of self-help books authored by Brooke Castillo, including Self Coaching 101, If I'm So Smart Why Can't I Lose Weight?, Stop Buffering, Stop Overdrinking, and What's Possible.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

The Life Coach School sells coaching education, certification programs, and digital self-help content built around its proprietary five-step framework called The Self Coaching Model. Core paid offerings include a live group coaching program called The Weekly, a $297/month Self Coaching Scholars (Get Coached) membership with individual and group coaching plus course access, a Tools Certification Program, a library of individual self-paced courses, and a catalog of 20+ self-help books by founder Brooke Castillo. All programs are sold direct-to-consumer through the company's Kajabi-hosted websites, with no physical products or third-party distributors.

Product overview

The Life Coach School operates as a multi-product coaching education and personal development company built around its proprietary Self Coaching Model framework. The core offering consists of The Weekly (Brooke Castillo's live group coaching program) and Self Coaching Scholars/Get Coached (a subscription membership providing individual and group coaching with access to courses). The company also offers a Tools Certification Program for those wanting to learn and teach the Model, a library of individual self-paced courses, and Brooke Castillo's published books. A searchable directory of certified coaches provides access to the school's global network of trained practitioners. The Coach Certification Program was retired in September 2025, marking a shift toward the Tools Certification Program and subscription-based coaching products.

Differentiator

Problem solved

Functional benefit

Products and services

• The Weekly A live group coaching program hosted by Brooke Castillo, providing regular group coaching sessions and community support for personal transformation. Targeted at adult consumers seeking self-coaching and life improvement.
• Self Coaching Scholars (Get Coached)
• Tools Certification Program
• Self Coaching Scholars Individual Courses
• Self-Help Books by Brooke Castillo

Quantifiable outcome

• Revenue grew 740% from 2017 to 2021, reaching multiple eight figures
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators8 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Mindvalley: Mindvalley is a direct peer — a global online personal development education platform selling subscription memberships, courses, and certifications across mind, body, and lifestyle verticals. Both companies operate a content-led subscription model targeting self-improvement consumers.
• Marie Forleo (B-School): Marie Forleo's B-School is a direct peer — a high-ticket online training program for entrepreneurs and personal-development consumers, sold via a personal brand and content funnel. The business model (coaching, courses, certification-style training gated behind premium pricing) closely mirrors LCS.
• Martha Beck Inc. Martha Beck Inc. is a direct peer — a life coaching education company selling online courses, coaching certifications, and books around a proprietary coaching framework. Like LCS, it is built on a single named expert's branded methodology and a content-to-certification funnel.
• iPEC (Institute for Professional Excellence in Coaching): iPEC is a direct peer — an established coach training and certification program that sells ICF-accredited coach certifications to aspiring professional coaches. It competes directly with LCS's retired Coach Certification Program for the same aspiring-coach customer segment.
• Coaches Training Institute (CTI): CTI is a direct peer — one of the most recognized coach certification schools globally, offering multi-modal coach training and certification programs. It directly overlaps with LCS's coaching school product line in target customer (aspiring life coaches) and curriculum.

Broad incumbents

• Tony Robbins (Robbins Research International): Tony Robbins is a broad incumbent — the largest personal-development brand globally, offering seminars, coaching programs, books, and audio content. While not a direct subscription peer, the customer base, content-led funnel, and life-coaching product category are directly comparable.
• Landmark Worldwide: Landmark Worldwide is a broad incumbent — a long-established personal-development company delivering high-ticket courses, group coaching, and leadership programs. It overlaps with LCS in the personal-transformation training category and operates similar large-group coaching formats.
• Hay House: Hay House is a broad incumbent — a personal-development publishing and education company offering books, online courses, and live events. It shares LCS's personal-development customer base, content-led funnel, and self-help product mix, though it operates at a portfolio level rather than a single-method school.

Emerging players

• Life Purpose Institute: Life Purpose Institute is an emerging player — a smaller coach training and certification school offering life-coach and specialty certifications. It competes with LCS in the aspiring-coach segment but with a narrower brand and curriculum footprint.

Others

• Sounds True: Sounds True is an adjacent thematic peer — a personal-development multimedia publisher offering books, audio programs, and online courses on mindfulness and self-growth. It shares LCS's book/audio/course content strategy and personal-development customer base but does not directly compete in coach certification.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/BrookeCastillo

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Life Coach School