What Instructional Coaching Group does

Instructional Coaching Group (ICG) is a privately held, founder-led professional services firm that provides instructional coaching professional development to K-12 educators and the organizations that employ them. The company was founded by Dr. Jim Knight, a research associate at the University of Kansas Center for Research on Learning, who is widely credited with originating the practice of instructional coaching over 30+ years of research. ICG's core methodology rests on three proprietary frameworks: the Impact Cycle (Identify, Learn, Improve), the Partnership Principles, and the Seven Success Factors, all developed through university research and codified across Knight's published book library.

ICG monetizes this methodology through a diversified revenue mix: live virtual workshops ($395-$700 per participant) and in-person institutes ($1,995 per participant for the 5-day Intensive Instructional Coaching Institute) delivered in cohorts of 30-120; 1:1 coaching programs ($2,950-$3,950 per 8-10 week engagement and $400/hour for leaders); customized consulting for schools, districts, and universities; the Radical Learners on-demand subscription platform; the annual TLC (Teaching Leading Coaching) Conference in Dallas ($449-$1,049); books and publications; and the recently launched Coaching Accreditation Program. Distribution is multi-channel spanning direct website registration, conference-based lead generation, certified consultants, and a licensed Canadian partner (SP Coaching, 2026). Customers include individual coaches, teachers, district leaders, and named U.S. and international school districts. ICG is headquartered at a PO Box in North Loup, Nebraska, operates with 1-10 employees, and discloses no external investment, revenue, or parent company.

Name

Instructional Coaching Group

Legal name

Instructional Coaching Group

Website

https://instructionalcoaching.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Instructional Coaching Group is a privately held professional development firm founded by Dr. Jim Knight that delivers research-based instructional coaching methodology through workshops, institutes, 1:1 coaching, consulting, on-demand learning, and an annual conference to K-12 educators and school districts globally.

Ownership category

akta.pro rank

Headquarters

HQ city

North Loup

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Workshop Registrations: Revenue from in-person and virtual workshop registrations including the Impact Cycle, Better Conversations, High-Impact Instruction, and other coaching-focused workshops. Pricing varies by workshop duration and format.
2. 1:1 Coaching Programs: Personalized one-on-one coaching for teachers, instructional coaches, and program directors. Pricing: Teachers/Coaches at $2,950 for 8-10 weeks, Coaches (2-4) at $3,950, Leaders at $400/hr.
3. On-Demand Learning: Flexible, self-paced learning available through Radical Learners platform for busy educators seeking professional development on their own schedule.
4. Books and Publications: Sale of Jim Knight's books including The Impact Cycle, Better Conversations, High-Impact Instruction, The Definitive Guide to Instructional Coaching, Unmistakable Impact, and others.
5. Conference Registration: Annual TLC Conference registration fees: In-person Main Conference $775, Full Conference with Pre-Conference $1,049, Virtual Ticket $449. Optional 1:1 coaching add-on at $199.
6. Customized Consulting: Consulting services for schools, districts, universities, and educational organizations providing tailored professional learning and coaching program development.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Instructional Coaching Group provides research-based professional development and coaching services to educators, including live virtual workshops, in-person institutes, customized organizational consulting, 1:1 coaching programs, and on-demand learning through the Radical Learners platform. The company also produces the foundational books in the instructional coaching field and hosts the annual TLC Conference. Its work is anchored in Jim Knight's proprietary Impact Cycle framework, Partnership Principles, and Seven Success Factors developed at the University of Kansas Center for Research on Learning.

Product overview

Instructional Coaching Group offers a comprehensive suite of professional learning products and services centered on Jim Knight's research-validated instructional coaching methodology. The core offerings include the Intensive Instructional Coaching Institute (in-person, virtual, and on-demand formats), live Virtual Workshops, the 1:1 Impact Coaching program, and customized Consulting Services. Supporting resources include an extensive library of coaching books, a free Resource Library, the ICG Blog, and the annual TLC Conference. The organization also operates a Coaching Accreditation Program and a regional Canada partner program through SP Coaching. The product ecosystem is unified by the Impact Cycle framework and Seven Success Factors, providing a coherent methodology for educator development.

Differentiator

Problem solved

Functional benefit

Brands

• Radical Learners: On-demand learning platform providing flexible, research-based professional development for busy educators who want to grow on their own schedule.
• TLC Conference (Teaching Leading Coaching)
• Jim Knight Coaching Institute

Products and services

• Instructional Coaching Institute Intensive in-person and virtual institute providing comprehensive training on the Impact Cycle framework and Jim Knight's Seven Success Factors for building effective instructional coaching programs. Targeted at instructional coaches, teachers, and administrators.
• Virtual Workshops Live online cohort-based workshops covering coaching topics such as The Impact Cycle, Better Conversations, Managing Challenging Conversations, and Leadership Coaching, facilitated by certified ICG consultants. Targeted at instructional coaches and teachers worldwide.
• Radical Learners (On-Demand Learning) Self-paced asynchronous learning platform offering flexible, research-based professional development courses for educators to grow on their own schedule. Subscription-based access to ICG's methodology courses.
• Jim Knight's 1:1 Impact Coaching Weekly personalized one-on-one coaching for teachers, coaches, and leaders, guiding them through the Impact Cycle with certified ICG coaches to achieve student-focused goals. Multi-week program with workbook, books, and Radical Learners access.
• Consulting Services Customized professional learning delivered by ICG consultants to schools, districts, and educational organizations, including tailored workshops, 1:1 coaching, and coaching program design support. Targeted at schools, districts, and universities.
• Coaching Accreditation Program Certification program for instructional coaches committed to providing excellent support for teachers and students, validating proficiency in ICG's research-based coaching methodology.
• TLC Conference Annual Teaching Leading Coaching Conference bringing together instructional coaches, teachers, and educational leaders for keynotes, breakout sessions, and networking; held in Dallas, TX and virtually.
• Instructional Coaching Books Library of books authored by Jim Knight including The Impact Cycle, The Definitive Guide to Instructional Coaching, Better Conversations, High-Impact Instruction, Unmistakable Impact, The Instructional Playbook, Data Rules, The IC Toolkit, Focus on Teaching, and Evaluating Instructional Coaching.
• Canada Partner Program (SP Coaching) Licensed Canadian partner program led by Sonja Pullen, providing Jim Knight's research-based instructional coaching professional learning to schools and districts across Canada.

Quantifiable outcome

• Schools implementing coaching programs report improved teacher retention and increased student achievement
• +2 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• SP Coaching (Sonja Pullen)coreChannel Partner/ Reseller/ DistributorSP Coaching is ICG's licensed provider for Canada, led by Sonja Pullen. As the first licensed provider of The Instructional Coaching Group in Canada, SP Coaching offers ICG courses across Canada to make high-quality professional learning more accessible to Canadian schools and districts. Sonja Pullen is certified through the European Mentoring and Coaching Council and brings over 15 years of experience supporting educators across Canada, Ethiopia, and Australia.
• Growth Coaching InternationalminorStrategic or Co-development PartnerSonja Pullen, ICG consultant serving Canada, holds certification from Growth Coaching International. She serves as a Senior Mentor Coach and facilitator with the Ontario Institute for Studies in Education Mentorship Program at the University of Toronto.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Solution Tree: Solution Tree is a direct competitor in K-12 professional development, publishing widely adopted educator books (e.g., PLC at Work, Marzano resources) and running national in-person institutes and conferences that closely mirror ICG's workshop/institute and conference model.
• Learning Forward: Learning Forward is the leading professional association for educator learning and development, offering standards, training, and a national conference for instructional coaches and school leaders, directly overlapping ICG's PD and coaching methodology focus.
• Corwin Press: Corwin is a major K-12 educational publisher and PD provider that releases coaching-, instruction-, and leadership-focused books and runs accompanying workshops and institutes, directly paralleling ICG's book-plus-training model.
• New Teacher Center: New Teacher Center provides instructional coaching and mentoring programs aimed at teacher retention and effectiveness, overlapping with ICG's mission to improve teaching practice through structured coaching partnerships.
• Insight Education Group: Insight Education Group provides K-12 instructional coaching, professional development, and consulting services to schools and districts, competing head-to-head with ICG's customized consulting and workshop offerings.

Broad incumbents

• ASCD: ASCD is a large established educator association offering books, conferences, and PD programs on curriculum, instruction, and leadership. It serves a similar K-12 audience as ICG but as a broad portfolio rather than a coaching-specialist.
• McREL International: McREL is a nonprofit education research and consulting organization offering PD, coaching frameworks, and leadership training to schools and districts, comparable to ICG in target customer (K-12 systems) and consulting delivery.
• Edutopia (George Lucas Educational Foundation): Edutopia publishes free K-12 best-practice content on instruction, coaching, and professional learning, targeting the same educator audience as ICG but via a foundation-funded media model rather than paid workshops and consulting.

Emerging players

• Center for Teaching Quality: Center for Teaching Quality focuses on teacher leadership, coaching, and policy advocacy, intersecting with ICG's instructional-coaching methodology and K-12 audience but operating with a smaller scale and broader policy lens.
• TeachBoost: TeachBoost is a coaching-focused PD platform that helps districts manage instructional coaching cycles and observation data, providing a software-adjacent alternative or complement to ICG's methodology-driven services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/coachingPD
• YouTubeyoutube.com/@InstructionalCoachingGroup
• Facebookfacebook.com/instructional.coaching
• LinkedInlinkedin.com/company/instructional-coaching-group
• Instagraminstagram.com/instructionalcoachinggroup
• TikToktiktok.com/@instructionalcoachinggrp?is_from_webapp=1&sender_device=pc
• Pinterestpinterest.com/instructionalcoachinggroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Instructional Coaching Group