Petra Coach
Petra Coach is a private executive business coaching firm founded in 2011 that delivers hands-on Scaling Up methodology coaching to growth-stage business owners, leadership teams, and private equity portfolio companies through a dual-coach subscription engagement model.
- Company typePrivate
- Founded2011
- HeadquartersFranklin, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Petra Coach does
Petra Coach is a private executive business coaching firm founded in 2011 and headquartered in Franklin, Tennessee. The firm operates as a subsidiary of Cultivate Brands LP alongside its sister company Cultivate Advisors, with a globally distributed coach roster of approximately 100 strategic and accountability coaches. Petra serves growth-stage business owners, leadership teams, and private equity portfolio companies that need to remove founder dependency, align their executive teams, and institutionalize execution discipline. Its flagship offering centers on the Scaling Up performance platform and the 4 DECISIONS framework (People, Strategy, Execution, Cash) combined with Rockefeller Habits methodology, delivered through a four-step process: a free Performance Culture Assessment, a comprehensive deep-dive, quarterly planning sessions, and monthly coaching engagements. Each client receives a dual-coach model pairing a strategic coach (a former operator who has scaled and exited their own business) with an accountability coach.
The business is monetized through subscription-style recurring coaching engagements with monthly billing, with pricing quoted per client based on organization size and engagement scope rather than published tiers. Go-to-market is primarily direct sales targeting founders and leadership teams, supplemented by referral channels within the Entrepreneurs' Organization (EO) and Young Presidents' Organization (YPO) networks, a daily Vitamin B email newsletter reaching 10k+ subscribers, an educational webinar series, and a curated Petra Partners ecosystem (DiJulius Group, STS Capital, Trainual, Tulip Media, Emerse, BetterBookClub). Adjacent products include downloadable Take Action Docs planning templates, a curated Bookshelf resource, and specialized service lines for EOS outgrowers and PE-backed companies.
Petra Coach reports having coached 600+ organizations and engaged 6,500+ employees, with client revenue outcomes totaling $2.4B. The firm carries no external venture funding and operates as a privately held coaching organization under its holding company structure, with no public financial disclosures available.
Petra Coach firmographics
Firmographics- Name
- Petra Coach
- Legal name
- Rock Habits, LLC
- Website
- https://petracoach.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Petra Coach is a private executive business coaching firm founded in 2011 that delivers hands-on Scaling Up methodology coaching to growth-stage business owners, leadership teams, and private equity portfolio companies through a dual-coach subscription engagement model.
- Ownership category
- akta.pro rank
Petra Coach industry classification
Industry- Product category
- Executive Business Coaching Services
- NAICS
- Professional and Management Development Training (61143), Educational Support Services (61171), Management Consulting Services (54161)
- SIC
- Services-Management Consulting Services (8742), Services-Educational Services (8200)
- akta.pro primary industry
- Founder/Entrepreneur & Family Business Executive Coaching (EDABANAM)
- akta.pro secondary industries
- Team & Group Executive Coaching (Leadership Teams) (EDABANAF), Strategy, Decision-Making & Business Acumen Coaching (EDABANAH)
Keywords
Where Petra Coach is headquartered
LocationHeadquarters
- HQ city
- Franklin
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Petra Coach business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Executive Business Coaching: Ongoing coaching engagements for business owners and leadership teams. Includes monthly coaching sessions, quarterly planning sessions, accountability check-ins, and access to coach expertise. Revenue generated through subscription-style recurring engagements with monthly billing.
- Performance Culture Assessment: Free initial assessment offered to generate leads, followed by paid coaching engagement
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Custom enterprise coaching investment |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Petra Coach product offering
Product offeringCore offering
Petra Coach provides hands-on executive business coaching for growth-stage business owners and their leadership teams, delivered through a dual-coach model combining a strategic coach and an accountability coach. Engagements are built on the Scaling Up performance platform and 4 DECISIONS methodology (People, Strategy, Execution, Cash), with quarterly planning sessions, monthly executive coaching, and ongoing accountability check-ins. The firm specializes in removing owner dependency, scaling leadership teams, and implementing execution systems for companies that have outgrown EOS or require private equity portfolio support.
Product overview
Petra Coach is an executive business coaching organization offering a unified coaching platform centered on the Scaling Up methodology and 4 DECISIONS framework (People, Strategy, Execution, Cash). The core offering consists of hands-on coaching services including Performance Culture Assessment, Quarterly Planning Sessions, and Monthly Coaching, supported by two dedicated coaches per client. The product portfolio extends through Take Action Docs (downloadable planning templates), Vitamin B Subscription (daily leadership content), Bookshelf (curated reading), and Webinars (on-demand educational content). Petra also offers specialized services for EOS outgrowwers (Petra vs EOS) and private equity portfolio companies. The ecosystem includes Petra Partners—a vetted network offering complementary tools including BetterBookClub (team learning), Trainual (SOP software), Emerse (sales transformation), Tulip Media (marketing), STS Capital (M&A advisory), and The DiJulius Group (customer experience).
Differentiator
Problem solved
Functional benefit
Products and services
- Executive Business Coaching Hands-on executive coaching engagement for business owners and leadership teams to improve execution, accountability, and team performance. Includes two dedicated coaches per client—one strategic coach and one accountability-focused coach—delivered through quarterly planning sessions, monthly one-on-one coaching, executive forum groups, and ongoing accountability check-ins built on the Scaling Up methodology.
- Performance Culture Assessment Free comprehensive assessment evaluating leadership teams across six key performance areas: Owner Dependency, Strategy, Communication, Engagement, Accountability, and Productivity. Includes a free coaching session and a detailed report on where the team ranks, serving as the entry point into Petra's coaching engagements.
- Petra vs EOS Service Specialized coaching service for businesses that have implemented the Entrepreneurial Operating System (EOS) but plateaued on execution. Extends beyond EOS with hands-on execution support, two dedicated coaches, and high-performance systems to address accountability gaps and scaling ceilings.
- Private Equity Coaching Coaching services tailored for private equity firms and their portfolio companies, supporting pre-investment diligence, post-acquisition integration, and ongoing execution systemization. Focuses on reducing founder dependency, aligning leadership teams, and unlocking enterprise value through the Scaling Up operating system.
Quantifiable outcome
- 88.8% of owners now rely on their leadership teams (reduced owner dependency)
- +5 more outcomes
Companies that use Petra Coach
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
Petra Coach technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
Feature4 records
Petra Coach partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered everest partner, kilimanjaro partner, matterhorn partner and core.
- The DiJulius Groupeverest partnerCustomer experience consulting firm and Petra Partner. The DiJulius Group is a leading customer experience consultancy working with clients to design and implement customer experience strategies, train employees, and measure customer feedback. Vetted by Petra executive team and has seen direct success with member companies.
- STS Capital Partnerseverest partnerGlobal sell-side M&A firm specializing in helping private, founder, and entrepreneurial business owners achieve Extraordinary Exits. STS provides expert guidance on strategic selling with 20 years of experience. Partners with Petra to support clients through exit planning and execution.
- Trainualeverest partnerEmployee onboarding, SOP, and training software. Trainual provides AI-assisted process documentation, automated onboarding, dynamic org charts, and instant SOPs. Integrated with Petra's coaching methodology for systematic scaling from 5 to 500 employees.
- Tulip Mediaeverest partnerPrint and digital marketing agency with 10 years of experience. Specializes in content-rich magazines, newsletters, PPC advertising, website messaging, and content marketing to generate leads and foster business growth.
- Emersekilimanjaro partnerSales transformation program for complex B2B sales. Develops sales teams like professional sports teams - disciplined, regular practice, scorekeeping, dedicated coaching. Offers Sales Growth, Sales Momentum, and Sales Mastery programs.
- Better Book Clubmatterhorn partnerTeam reading incentive program that recognizes and rewards the habit of reading. Helps organizations build learning cultures through book clubs with points, rewards, and accountability.
- Hilary Cornamatterhorn partnerThought leader and author offering next-generation leadership development programs. Focused on helping individuals and organizations show up as better versions of themselves personally and professionally.
- Scaling UpcorePerformance platform and methodology created by Verne Harnish. Petra is the preferred Scaling Up coaching organization. Uses 4 DECISIONS framework (People, Strategy, Execution, Cash) and Rockefeller Habits methodology including One-Page Strategic Plan.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
Petra Coach competitors and assessment
Company assessmentEmerging players
- Rhythm Systems: Provider of the Rhythm software platform and coaching services built around Patrick Lencioni's working genius and EOS-adjacent execution methodology. Competes for the same leadership-team execution budget with a more software-led approach than Petra's pure coaching model.
- Predictable Success (Les McKeown): Advisory and coaching firm built around Les McKeown's Predictable Success growth-stage model for founder-led companies. Competes for the same founder/leadership-team coaching budget with a distinctly different lifecycle-stage methodology versus Petra's Scaling Up framework.
- GiANT Worldwide: Leadership development firm offering executive coaching, 5 Dysfunctions of a Team workshops, and scaling tools for growth-stage leadership teams. Targets the same leadership-team cohort as Petra with a workshop-plus-coaching delivery model.
Regional players
- Tiger 21: Peer-group organization for high-net-worth founders and CEOs focused on wealth preservation and investment decisions, often complementary to executive coaching. Overlaps Petra's persona in founder/mid-market space but emphasizes asset-allocation peer learning rather than execution coaching.
Direct peers
- EOS Worldwide: The Entrepreneurial Operating System provider, whose Implementers coach leadership teams on the EOS framework of vision, traction, and accountability. Petra explicitly defines itself against EOS—serving 'EOS outgrowers'—making it the closest direct competitor and upstream feeder in the entrepreneur coaching market.
- Strategic Coach: Dan Sullivan's entrepreneur coaching program for founders, structured around quarterly workshop events and coaching concepts. Targets the same founder/CEO persona as Petra and operates on a recurring membership model, making it a direct alternative for growth-stage owner coaching dollars.
Broad incumbents
- Entrepreneurs' Organization (EO): Global peer community of 18,000+ founders with chapter-based learning and accelerator programs. EO is both a major referral source for Petra (via EO/YPO members) and a competing environment that delivers founder education through peer cohorts rather than one-to-one coaching.
- Gazelles (Scaling Up): Verne Harnish's growth-advisory firm and home of the Scaling Up methodology on which Petra's core product is built. Gazelles is the methodology licensor and broader practitioner network; Petra is the largest preferred implementation partner, so the two are simultaneously partner and competitor for Scaling Up coaching engagements.
- YPO (Young Presidents' Organization): Premier global peer community for CEOs under 50 with 30,000+ members across chapters and learning programs. Functions simultaneously as Petra's most powerful referral channel (CEO Michael Capasso joined Petra via YPO) and as a peer-coaching alternative consuming the same budget.
- Vistage: Largest CEO peer-group and executive coaching organization, serving 45,000+ members across executive peer advisory boards and one-to-one coaching. Competes with Petra for mid-market leadership-team coaching budgets but operates a peer-group-plus-coaching model versus Petra's coach-led execution model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Petra Coach social profiles
Digital presencePetra Coach compliance and trust
Trust signalCompliance1 record
Petra Coach financial estimates
Financial estimateRevenue estimate
Valuation estimate
Petra Coach leadership team
Management profileNumber of profiles
Profiles1 record
Petra Coach funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Petra Coach M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Petra Coach
What does Petra Coach do?
Petra Coach provides hands-on executive business coaching for growth-stage business owners and their leadership teams, delivered through a dual-coach model combining a strategic coach and an accountability coach. Engagements are built on the Scaling Up performance platform and 4 DECISIONS methodology (People, Strategy, Execution, Cash), with quarterly planning sessions, monthly executive coaching, and ongoing accountability check-ins. The firm specializes in removing owner dependency, scaling leadership teams, and implementing execution systems for companies that have outgrown EOS or require private equity portfolio support.
Is Petra Coach a public or private company?
Petra Coach is a private company. It is classified as corporate owned and is currently operating.
When was Petra Coach founded?
Petra Coach was founded in 2011. It employs 11 to 50 people.
Where is Petra Coach based?
Petra Coach is headquartered in Franklin, United States, in the North America region.
How does Petra Coach make money?
Two revenue lines are on record. Executive Business Coaching is the primary driver. The others are performance Culture Assessment.
Who are Petra Coach's main competitors?
Emerging players on record are Rhythm Systems, Predictable Success (Les McKeown) and GiANT Worldwide. Tiger 21 is listed as a regional player. Direct peers are EOS Worldwide and Strategic Coach. Broad incumbents are Entrepreneurs' Organization (EO), Gazelles (Scaling Up), YPO (Young Presidents' Organization) and Vistage.
Does Petra Coach have an API?
No public API is recorded for Petra Coach.
What industry is Petra Coach in?
Petra Coach's product category is Executive Business Coaching Services. Its primary akta.pro industry code is EDABANAM, Founder/Entrepreneur & Family Business Executive Coaching, with a secondary code of EDABANAF, Team & Group Executive Coaching (Leadership Teams). Its NAICS code is 61143 and its SIC code is 8742.