Lumia

What Lumia does

Lumia, operated by legal entity CTRL SHFT, Inc., is an ICF Level 2 accredited life coach training and certification organization headquartered in San Diego, California. The company delivers a tiered curriculum built on Positive Psychology, Appreciative Inquiry, and ICF core competencies, taught by a faculty of 20+ instructors representing 25 academic disciplines. Its product architecture comprises the Essentials foundational program (20 weeks), an Expedited Track (10 weeks), and the Signature advanced program (3 months of ICF credentialing preparation), supplemented by integrated business training, monthly Coaching Mastery Sessions, and lifetime alumni community access via Coaches Cafe networking, an online Alumni Directory, and an Annual Retreat.

Lumia generates revenue primarily through tuition for its ICF-accredited certification programs, requiring a $750 non-refundable enrollment deposit with financing options available. Pricing is not publicly disclosed and requires engagement with a dedicated admissions team via scheduled consultations. The company runs a sales-led go-to-market motion with inside sales support, complemented by community-driven growth through its lifetime alumni network and event-driven engagement through live wellness events, the Annual Retreat, and Coaches Cafe sessions. Distribution is primarily direct via the website, supported by content marketing, a flagship podcast (The Everything Life Coaching Podcast), organic social media, and email nurturing, with top-of-funnel credibility boosted by features in NPR, The Atlantic, Psychology Today, mindbodygreen, PopSugar, and Bustle.

The company serves four primary customer segments: career changers launching independent coaching practices, people leaders and managers adding coaching skills to existing roles, health and wellness service providers extending their offerings, and established coaches pursuing ICF credentials. Co-founders John Kim and Noelle Cordeaux (CEO) lead the organization, which has trained thousands of coaches since inception. The company is privately held with no disclosed institutional funding or parent entity.

Name

Lumia

Legal name

CTRL SHFT, Inc.

Website

https://lumiacoaching.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Lumia is an ICF Level 2 accredited life coach training organization that certifies aspiring and established coaches through online cohort-based programs (Essentials, Expedited, Signature), serving career changers, people leaders, and wellness professionals globally.

Ownership category

akta.pro rank

Product category

Professional Coach Training & Certification

NAICS

Professional and Management Development Training (61143), Educational Support Services (61171)

SIC

Services-Educational Services (8200)

akta.pro industry

PRIMARYEDAAAEAD

Professional & Applied Skills Noncredit Certificates (Non-licensure)

Education/Adult & Continuing Education/Continuing Education (Noncredit) & Lifelong Learning Programs

Keywords

• Life coach training
• ICF accredited certification
• Coach education programs
• Positive psychology coaching
• Professional coaching certification

Headquarters

HQ city

Los Angeles

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. Coach Certification Programs: Lumia generates revenue through its ICF-accredited coach training programs. The Essentials program is a 20-week foundational certification, with an Expedited 10-week track available. The Signature program provides an additional 3 months of advanced training and ICF credentialing prep. Programs include a $750 non-refundable deposit upon enrollment. Financing options are available for tuition payments.
2. Continuing Education & Alumni Services: Ongoing revenue through lifetime access to Coaches Cafe, Drop-In Hours, community events, and continuing education for alumni. Alumni network job boards and professional development resources maintain ongoing engagement.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Lumia sells ICF-accredited life coach training and certification programs delivered entirely online. The flagship Essentials program is a 20-week foundational certification, with a 10-week Expedited Track option, and a 3-month Signature advanced program for ICF credentialing preparation. Programs include evidence-based coaching methodologies, business and marketing training, peer coaching practice, 1:1 mentorship, and lifetime access to the alumni community and ongoing continuing education services.

Product overview

Lumia is an ICF-accredited life coach training company offering a multi-tiered educational program architecture. The core product is the Essentials program, a 20-week foundational training that can be completed in the standard format or accelerated through the Expedited Track in 10 weeks. Students may continue to the Signature advanced program for 3 additional months of ICF credentialing preparation. The curriculum integrates business training, mentorship, peer coaching practice, and community support services including Monthly Coaching Mastery Sessions, Coaches Cafe networking events, and the Annual Retreat. Additional offerings include The Everything Life Coaching Podcast and an Alumni Directory for graduate marketing. All programs are delivered entirely online via live training.

Differentiator

Problem solved

Functional benefit

Products and services

• Essentials

Quantifiable outcome

• Graduates are eligible to apply for ICF ACC or PCC credentials after completing the 35-week Signature program (125 units)
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• International Coaching Federation (ICF)coreStrategic or Co-development PartnerICF accreditation is the cornerstone of Lumia's value proposition. The ICF is considered the gold standard in coaching certification globally. Lumia is accredited as a Level 2 Pathway Program, allowing graduates to be eligible for ACC or PCC credentials.
• Association of Coach Training Organizations (ACTO)coreStrategic or Co-development PartnerLumia is a member of ACTO, the Association of Coach Training Organizations, which represents and supports coach training programs in the industry.
• Psychology TodayminorGTM or Marketing PartnerLumia content and expertise featured in Psychology Today, providing media credibility and brand visibility in the psychology and wellness space.
• NPRminorGTM or Marketing PartnerLumia coaching expertise and programs featured in National Public Radio broadcasts, enhancing brand credibility and reach.
• The AtlanticminorGTM or Marketing PartnerLumia featured in The Atlantic magazine, providing mainstream media coverage and brand legitimacy.
• mindbodygreenminorGTM or Marketing PartnerLumia content and expertise featured on mindbodygreen wellness platform, aligning brand with health and wellness community.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Robbins-Madanes Center for Coaching: Robbins-Madanes offers ICF-accredited Strategic Intervention coach training with a strong brand presence, targeting career changers and professionals entering the coaching field much like Lumia.
• Center for Coaching Certification: Center for Coaching Certification is an ICF-accredited CCE provider offering coach training and continuing education, comparable to Lumia's continuing-education and credentialing support offerings.
• New Ventures West: New Ventures West offers ICF-accredited Integral Coaching programs focused on personal and professional development, serving a similar career-changer and people-leader audience as Lumia.
• Co-Active Training Institute (CTI): CTI is one of the largest and longest-standing ICF-accredited coach training programs globally, offering a multi-phase certification pathway that mirrors Lumia's cohort-based, evidence-based curriculum approach.
• Institute for Professional Excellence in Coaching (iPEC): iPEC is an ICF-accredited coach training organization offering Level 1 and Level 2 programs with bundled business and certification tracks, directly comparable to Lumia's Essentials and Signature structure.
• Mentor Coach: Mentor Coach is an ICF-accredited Level 2 program that provides coach-specific training and mentor coaching hours, overlapping with Lumia's Signature program pathway to ACC/PCC credentials.
• International Coach Academy (ICA): ICA delivers ICF-accredited coach training programs online with cohort-based learning and business-building components, overlapping directly with Lumia's target market of career-changers and aspiring coaches.
• Coach Training Alliance: Coach Training Alliance is an ICF-accredited ACTO-member program that targets aspiring life and business coaches with bundled business training, directly competing with Lumia's positioning.
• Martha Beck Institute: Martha Beck Institute delivers ICF-accredited life coach training with a positive-psychology and life-coaching orientation, closely aligned with Lumia's science-based, personal-development curriculum.

Broad incumbents

• Mindvalley: Mindvalley is a broader online personal-development and lifelong-learning platform with cohort-based programs, overlapping with Lumia's audience of self-improvement-oriented adult learners at a wider portfolio scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/lifecoach
• Facebookfacebook.com/LumiaCoaching
• Instagraminstagram.com/jrni_co
• LinkedInlinkedin.com/company/lumiacoaching

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Lumia