Frame of Mind Coaching

What Frame of Mind Coaching does

Frame of Mind Coaching (legally FOM INC.) is a Canadian-founded, privately-held executive coaching services firm established in 2004 by Kim Ades. The company serves C-suite executives, senior leaders, and family business owners through 1-on-1 coaching programs that combine weekly sessions with daily online journaling on its proprietary platform, JournalEngine® — a private, secure web-based tool where clients write daily entries that coaches read and respond to, creating a continuous coaching loop between sessions. Service lines include Executive Coaching, Family Business Coaching, Crisis Intervention & Mediation, Group Coaching, and a course called 'Great Chairs are Great Coaches' for peer-group facilitators. The firm has coached 600+ companies over 20+ years, with 80% of clients in C-suite roles, and works with named enterprise logos including Microsoft, RBC, Nestle, Honda, and Tom Ford alongside numerous mid-market clients across legal, health and safety, SaaS, real estate, and other industries.

The company generates revenue through two primary streams: recurring coaching program fees paid by individual executives, family businesses, and organizational buyers, and professional-services speaking fees earned by principals Kim Ades and Sunjay Nath at conferences and corporate events. Pricing is not publicly disclosed and is negotiated individually, consistent with a sales-led enterprise motion. Demand generation is driven by speaking engagements at major peer groups and professional associations including Vistage, TEC Canada, EO, SHRM, ICF, and Coaching.com, supplemented by content marketing via blog, podcast, client spotlights, and organic SEO. Distribution is direct-to-buyer via discovery calls booked through the website, with no self-serve or product-led growth motion. The firm operates across Canada and the United States, is founder-owned with no institutional funding disclosed, and has been actively expanding its service portfolio and speaking footprint while remaining a small, founder-led organization.

Name

Frame of Mind Coaching

Legal name

FOM INC.

Website

https://frameofmindcoaching.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Frame of Mind Coaching is a Canadian-founded, privately-held executive coaching firm serving C-suite leaders and family business owners via 1-on-1 coaching programs powered by its proprietary JournalEngine® daily journaling platform, with 600+ companies coached over 20+ years.

Ownership category

akta.pro rank

Product category

Executive Coaching Services

NAICS

Professional and Management Development Training (611430), Management Consulting Services (54161), Management, Scientific, and Technical Consulting Services (5416)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

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

akta.pro secondary industry

Founder/Entrepreneur & Family Business Executive Coaching (EDABANAM)

Keywords

• Executive coaching services
• Leadership coaching
• Family business coaching
• Coaching journaling platform
• Executive development

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Executive Coaching Services: Frame of Mind Coaching offers 1-on-1 executive coaching programs (including a 10-week structured program and ongoing maintenance program), family business coaching, crisis intervention and mediation, and a course for Chairs and facilitators called 'Great Chairs are Great Coaches'. Revenue is generated through coaching program fees charged to individual executives, family businesses, and organizational clients.
2. Speaking Engagements: Kim Ades and Sunjay Nath serve as keynote speakers and workshop facilitators at conferences, corporate events, and peer group gatherings (Vistage, TEC Canada, SHRM, EO, ICF, Coaching.com, and others). Speaking fees are a revenue stream, and speaking engagements also serve as a demand-generation channel for coaching program sales.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Frame of Mind Coaching sells one-on-one executive coaching, family business coaching, crisis intervention and mediation, and a course for peer-group chairs and facilitators called "Great Chairs are Great Coaches." Engagements are supported by JournalEngine®, a proprietary online journaling platform where clients write daily entries and coaches read and respond in real time, extending coaching beyond weekly sessions. The methodology targets unconscious thinking patterns underlying leadership behavior rather than surface-level tactics.

Product overview

Frame of Mind Coaching offers a portfolio of coaching services centered on their proprietary JournalEngine® Software platform. The core offerings include Executive Coaching and Family Business Coaching (delivered 1-on-1 with daily journaling via JournalEngine®), along with Great Chairs are Great Coaches (a course for facilitators) and Crisis Intervention & Mediation. Additional services include Speaking, a Podcast, and Group Coaching programs. The JournalEngine® platform is central to their methodology—it enables daily journaling between coaching sessions where coaches read and respond to each journal entry, keeping coaching alive in real time.

Differentiator

Problem solved

Functional benefit

Brands

• JournalEngine® Software: Private, safe, and secure journaling platform that keeps coaching alive between sessions. Daily journaling with coach responses accelerates real results.
• JournalEngine®

Products and services

• Executive Coaching

Quantifiable outcome

• Michelle Robin nearly doubled her business profits after completing the coaching program.
• +2 more outcomes

Named customers17 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core and minor.

• VistagecoreGTM or Marketing PartnerVistage is a CEO peer advisory group where Kim Ades and Sunjay Nath have delivered speaking engagements and leadership workshops. Multiple Vistage members (including David Brinkman and Tats Nakagawa) have engaged FOM coaching, and FOM coaches appear in Vistage's speaker roster. Vistage serves as a key channel for reaching C-suite executives who are prospective coaching clients.
• TEC CanadacoreGTM or Marketing PartnerTEC Canada is a peer advisory organization for executives. Kim Ades has presented for TEC Canada groups; multiple TEC members (Bruce Alexander, Carey Lucki) have become FOM coaching clients. FOM coaches appear in TEC Canada's speaker ecosystem as thought leadership providers for TEC member companies.
• EO (Entrepreneurs' Organization)coreGTM or Marketing PartnerEO is a global network of entrepreneurs. Kim Ades presented at an EO event where David Brinkman first discovered Frame of Mind Coaching. EO serves as a venue for FOM thought leadership targeting high-growth entrepreneurs who are prospective coaching clients.
• SHRM (Society for Human Resource Management)coreGTM or Marketing PartnerSHRM is the largest HR professional association in the US. Kim Ades has spoken at SHRM events, positioning FOM in front of HR and people leaders who may engage coaching for themselves or their executive teams.
• Coaching.comcoreGTM or Marketing PartnerCoaching.com is a coaching technology and services platform. Kim Ades has spoken for Coaching.com events, reaching HR and talent leaders interested in executive coaching solutions.
• ICF (International Coach Federation)coreGTM or Marketing PartnerICF is the primary professional certification body for coaches globally. Kim Ades has presented at ICF events, positioning FOM within the professional coaching community and reaching credentialed coaches and coaching buyers.
• GEO Morphix Ltd.minorGTM or Marketing PartnerGEO Morphix Ltd. invited Sunjay Nath to deliver a session titled 'The Number One Thing Holding Us Back' to their team of professionals. This was an interactive, engaging workshop session that challenged the team to think differently.
• Clear ConceptminorGTM or Marketing PartnerAnn Gomez of Clear Concept invited FOM speaker Sunjay Nath to present at an event. Ann provided a testimonial praising the session quality, engagement, and thought-provoking nature of the presentation.
• Canteen CanadaminorGTM or Marketing PartnerKim Avolia from Canteen Canada invited Sunjay Nath to present at their workplace. The testimonial describes Sunjay's energetic, humorous delivery of the 10-80-10 Principle, with teams still talking about the session weeks later.
• Great West EquipmentminorGTM or Marketing PartnerBruce Witwer and the leadership team at Great West Equipment attended a Frame of Mind Coaching seminar. Bruce reported significant professional and personal benefit from implementing items covered in the workshop.
• JournalEngine®coreTechnology or IntegrationJournalEngine® is the proprietary journaling software developed by FOM Inc. to support the daily coaching process. Available at journalengine.com, it is a private, secure journaling platform that clients access daily to write journal entries that coaches read and respond to. It functions as the core technology platform underlying the FOM coaching methodology.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• BetterUp: BetterUp is the largest tech-enabled 1:1 executive and leadership coaching platform serving enterprise C-suite and employee populations. Directly comparable to FOM on target buyer (senior leaders) and core service (executive coaching), though BetterUp operates at vastly larger scale and with venture-backed platform economics rather than FOM's bespoke, founder-led model.
• CoachHub: CoachHub is a global digital coaching platform providing 1:1 executive and leadership coaching to enterprise clients across multiple geographies. Directly comparable to FOM in serving senior leaders with structured coaching engagements, but operates as a venture-backed tech platform with a global coach marketplace versus FOM's boutique methodology-driven offering.
• Tony Robbins Companies: Tony Robbins Results Coaching is a large, founder-led performance and business coaching brand targeting executives, entrepreneurs, and high performers. Comparable to FOM on founder-led brand authority, C-suite / high-performer target market, and methodology-driven positioning, though at much larger scale and broader audience reach.
• Marshall Goldsmith Stakeholder Centered Coaching: Marshall Goldsmith is one of the most recognized executive coaching thought leaders globally, with a proprietary stakeholder-centered coaching methodology used by Fortune 500 CEOs. Directly comparable to FOM as a methodology-driven, founder-led executive coaching brand targeting C-suite leaders.

Broad incumbents

• Center for Creative Leadership (CCL): CCL is a globally recognized leadership development institution offering executive coaching, assessments, and leadership programs to corporations and governments. Comparable to FOM in serving C-suite and senior leaders through 1:1 coaching, but operates as a research-backed, broad-portfolio incumbent rather than a methodology-driven boutique.
• Development Dimensions International (DDI): DDI is a global leadership development firm providing executive coaching, leadership training, and assessment solutions to large enterprises. Comparable to FOM as an enterprise leadership development provider, but operating as a broad incumbent with research-backed programs and assessments rather than a focused 1:1 coaching methodology.
• FranklinCovey: FranklinCovey is a broad incumbent in leadership development and executive education, offering training, coaching, and content (including The 7 Habits) to enterprises globally. Comparable to FOM as an enterprise leadership development provider targeting senior leaders, but operates at much larger scale and broader portfolio rather than a focused coaching methodology.
• Korn Ferry: Korn Ferry is a global organizational consulting firm offering executive search, leadership development, and coaching services through its Korn Ferry Advisory and acquired YSC coaching practice. Comparable to FOM as an enterprise provider of executive coaching and leadership advisory, but as a broad incumbent with a much wider service portfolio.
• Heidrick & Struggles: Heidrick & Struggles is a global executive search and leadership advisory firm that offers executive coaching, onboarding, and leadership consulting services. Comparable to FOM in serving C-suite executives with coaching and advisory services, but as a broad incumbent with executive search as its core business.

Emerging players

• Bates Exelerate: Bates Exelerate is an executive coaching and leadership development firm providing 1:1 coaching and team coaching to senior executives and leadership teams. Comparable to FOM as a focused executive coaching provider with a methodology-driven approach, though operating with a larger team and broader enterprise footprint.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/frame-of-mind-coaching
• Xx.com/FOMcoaching

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 Frame of Mind Coaching