What Academy of Executive Coaching does

The Academy of Executive Coaching (AoEC) is a UK-based private company, founded in 1999 by CEO John Leary-Joyce, that delivers accredited executive coach training programmes and bespoke organisational coaching solutions. Its core product portfolio spans a credentialing pathway from the entry-level Coaching Skills Certificate through the Practitioner Diploma in Executive Coaching (ICF Level 1, EMCC EQA, AC accredited) and the Professional Practitioner Diploma in Executive Coaching (ICF Level 2, leading to ICF PCC eligibility), complemented by the Systemic Team Coaching Certificate and Systemic Team Coaching Practitioner Diploma (ICF Advanced Accredited Team Coaching). Specialised offerings include the Certificate in Climate Coaching, Foundation Gestalt Coaching Skills Programme, and a Professional Practitioner CPD Series for continuing development. Programmes are delivered via Zoom-based virtual delivery with in-person options and supported by an Alumni Association plus Mentor Coaching and Group Supervision services.

AoEC serves two primary customer segments in parallel: individual professionals seeking accredited qualifications to enter or advance within the executive coaching profession, and corporate organisations (named logos include Baringa, Cap Gemini, Bayer, Nike, Man Group, Robert Walters, ATG Entertainment, DNATA, DPD, Chelsea and Westminster Hospital) commissioning bespoke in-house coaching and leadership development programmes. Pricing for individual diploma programmes sits in the £3,850-£4,950 band with payment plans available for UK self-funders. Distribution combines direct online sales for individual participants with a licensed Global Partner network of 16 country operators (Asia, Canada, Croatia, East Africa, Estonia, GB, India, Ireland & Northern Ireland, Poland, Serbia, Spain, Switzerland, Turkey, UAE, United States) that pay licensing fees to deliver AoEC-accredited programmes in their territories. The company's revenue model is therefore a mix of one-time licence/diploma fees, professional services for bespoke enterprise work, and recurring licensing royalties from global partners.

The underlying technology stack is intentionally lightweight — Zoom for virtual programme delivery and Zoho CRM for customer relationship management — reflecting that AoEC's value proposition is human-capital-intensive (experiential learning, accredited faculty, mentor coaching, supervision) rather than platform-intensive. The business has been operating for 26 years with 15,000+ cumulative trainees, holds B Corp certification, and has remained founder-owned with no external institutional investment disclosed. Recent strategic activity (2024-2026) has centred on geographic extension through new Global Partners in India and Canada and product depth through the Systemic Team Coaching Practitioner Diploma and Mentor Coaching / Group Supervision programmes.

Name

Academy of Executive Coaching

Legal name

Academy of Executive Coaching Ltd

Website

https://aoec.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

The Academy of Executive Coaching (AoEC) is a UK private company founded in 1999 that delivers ICF/EMCC/AC-accredited executive coach training diplomas and bespoke corporate coaching programmes to individual professionals and enterprises across 16 countries via a licensed Global Partner network.

Ownership category

akta.pro rank

Product category

Executive Coaching Training

NAICS

Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Strategy, Decision-Making & Business Acumen Coaching (EDABANAH)

Keywords

• Executive coaching training
• Coach certification programmes
• Systemic team coaching
• Leadership development services
• Professional coaching education

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Coach Training Programmes: Revenue from accreditation-bearing diploma and certificate programmes including Practitioner Diploma in Executive Coaching, Professional Practitioner Diploma, Systemic Team Coaching Certificate, Coaching Skills Certificate, and specialised programmes. Programmes are priced at £3,850-£4,950 for Professional Practitioner Diploma, with various price points for other programmes. Payment plans available.
2. Organisation Coaching Services: Bespoke coaching services and in-house training programmes delivered to corporate clients including ATG, Cap Gemini, Baringa, Bayer, Nike, and other organisations. Tailored solutions for teams, young professionals, and senior management.
3. Global Partner Licensing: Revenue from licensed global partners who pay to deliver AoEC accredited programmes in their territories (Asia, Canada, Croatia, East Africa, Estonia, GB, India, Ireland & Northern Ireland, Poland, Serbia, Spain, Switzerland, Turkey, UAE, United States).

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

AoEC sells accredited executive and team coach training programmes (Practitioner Diploma, Professional Practitioner Diploma, Systemic Team Coaching Certificate/Diploma, Coaching Skills Certificate, Climate Coaching, Gestalt Foundation) to individuals and corporate clients. It also delivers bespoke organisational coaching services and licenses its curriculum to a network of 16 Global Partners worldwide.

Product overview

AoEC is a coaching training organization offering a comprehensive portfolio of accredited coaching programmes and organizational solutions. The core educational offerings include the Practitioner Diploma in Executive Coaching (ICF Level 1, AC, EMCC accredited) as the foundational certification, progressing to the Professional Practitioner Diploma (ICF Level 2) for advanced training. Team coaching capabilities are delivered through the Systemic Team Coaching Certificate and Practitioner Diploma (ICF AATC accredited). Entry-level access is provided via the Coaching Skills Certificate. Supplementary offerings include the Certificate in Climate Coaching, Foundation Gestalt Coaching Skills Programme, and Professional Practitioner CPD Series. For organizations, AoEC provides bespoke coaching solutions, team coaching, and executive coaching services. The portfolio is supported by Mentor Coaching and Group Supervision programmes, an Alumni Association for ongoing professional development, free virtual events and webinars, and a Knowledge Bank resource library. The organization serves global markets through licensed AoEC Global Partners across 16 regions.

Differentiator

Problem solved

Functional benefit

Products and services

• Practitioner Diploma in Executive Coaching Triple-accredited (ICF Level 1, EMCC EQA, AC) executive coaching certification programme providing foundational coaching skills and direct pathways to professional accreditation for individuals and organisations.
• Professional Practitioner Diploma in Executive Coaching ICF Level 2 accredited advanced programme (135 hours of coach-specific education) deepening transformational coaching presence, relationships and ethics, leading to ICF PCC credential eligibility. Priced £3,850 for alumni and £4,950 for non-alumni.
• Systemic Team Coaching Certificate ICF-accredited certificate programme introducing AoEC's proprietary systemic approach to team coaching for improved collaboration and leadership alignment.
• Systemic Team Coaching Practitioner Diploma ICF Advanced Accredited Team Coaching (AATC) programme for in-depth systemic team coaching qualification. Unveiled in 2025 as the new transformative Systemic Team Coaching Practitioner Diploma (STCPD).
• Coaching Skills Certificate Two-day entry-level programme introducing coaching skills including the GROW model for managers, team leaders and aspiring coaches. Available virtually and face-to-face; graduates receive 10% reduction on the Practitioner Diploma.
• Certificate in Climate Coaching ICF-accredited certificate programme integrating climate coaching perspectives into executive coaching practice.
• Foundation Gestalt Coaching Skills Programme ICF-accredited foundation programme introducing Gestalt coaching approaches and methodologies.
• Mentor Coaching and Group Supervision Programmes providing ongoing mentor coaching and group supervision for professional coach development and accreditation maintenance. Announced in November 2025 with bookings opened for 2026 delivery.
• Coaching Solutions for Organisations Bespoke coaching services for organisations including team coaching, executive coaching and programmes for young professionals and senior management. Delivered to enterprise clients including ATG, Cap Gemini, Baringa, Bayer, Nike, Robert Walters, Man Group, Chelsea and Westminster Hospital, DNATA and DPD.

Quantifiable outcome

• 89% of coaches attend accredited or approved coach-specific training through independent providers or universities
• +1 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core.

• AoEC Global Partners NetworkcoreChannel Partner/ Reseller/ Distributor16 licensed global partners authorised to deliver AoEC accredited coach training programmes in their territories. Partners include AoEC Asia, Canada, Croatia, East Africa, Estonia, GB, India, Ireland & Northern Ireland, Poland, Serbia, Spain, Switzerland, Turkey, UAE, and United States. Partners pay licensing fees and maintain quality standards aligned with AoEC's triple accreditation.
• Association for Coaching (AC)coreStrategic or Co-development PartnerProfessional coaching body providing accreditation for AoEC's Practitioner Diploma in Executive Coaching, granting graduates pathway to AC accreditation levels from Foundation Executive Coach through Master Executive Coach.
• EMCC GlobalcoreStrategic or Co-development PartnerEuropean Mentoring and Coaching Council providing accreditation and Quality Award (EQA) for AoEC's Practitioner Diploma, enabling graduates to pursue EMCC accreditation from Foundation through Master Practitioner levels.
• International Coaching Federation (ICF)coreStrategic or Co-development PartnerGlobal coaching federation recognising AoEC as Level 1 and Level 2 ICF Accredited Coaching Education Provider. Graduates can pursue ICF ACC, PCC, and MCC credentials through ICF's credentialing pathways.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• IECL (Institute of Executive Coaching and Leadership): Executive coaching education and qualification provider operating in Asia-Pacific and globally with similar ICF/EMCC-aligned programmes — competes for the same individual and corporate coach training spend as AoEC.
• Performance Consultants International (PCI): Long-established executive coach training provider offering accredited certification programmes globally — overlaps with AoEC on ICF-accredited executive coach training and corporate leadership development.
• New Ventures West: ICF-accredited coach training organisation offering integrated coach training programmes for executives and professionals — comparable in accreditation, curriculum depth and individual-coach positioning.
• Marshall Goldsmith Stakeholder Centered Coaching: Premium executive coaching certification and methodology provider targeting senior leaders and corporate coaching engagements — competitively positioned at the executive tier of AoEC's addressable market.
• iPEC (Institute for Professional Excellence in Coaching): ICF-accredited coach training school offering dual certification pathways for executive, life and corporate coaching — operates in the same individual/corporate coaching training market as AoEC.
• Coaches Training Institute (Co-Active / CTI): Major global coach training organisation offering accredited certification programmes for individuals and organisations — directly competes for individual fee-payers and corporate coaching engagements.
• Meyler Campbell: UK-based executive coach training and qualification provider offering accredited Senior Practitioner and executive coach programmes — directly comparable to AoEC in target customers, accreditation pathways, and methodology focus.

Broad incumbents

• Center for Creative Leadership (CCL): Established global leadership development institution offering executive coaching education, certifications, and corporate programmes — broader incumbent with overlapping executive coaching training offerings.
• Henley Business School (Executive Coaching programmes): Major UK business school offering accredited executive coaching diplomas through Henley Business School — competes with AoEC for individual and corporate executive coaching qualifications in the UK market.

Emerging players

• NeuroLeadership Institute: Global organisation applying neuroscience to leadership and coaching practice with certification programmes — adjacent competitor pursuing corporate coaching and leadership development budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/TheAoEC
• Facebookfacebook.com/AcademyofExecutiveCoaching
• LinkedInlinkedin.com/company/aoec
• Instagraminstagram.com/theaoec
• Xx.com/theaoec

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 Academy of Executive Coaching