The Awakened Company

What The Awakened Company does

The Awakened Company is a boutique executive development and organizational transformation firm founded in 2015 by Catherine R. Bell in Calgary, Alberta. The firm specializes in transformational leadership development, executive and team coaching, corporate culture transformation, and strategic planning, serving enterprise and mid-market clients across diverse industries including energy (Shell Canada, BluEarth Renewables, TouchStone Explorations), financial services (ATB Financial, ARC Financial), engineering (Stantec), and tax advisory (Moodys Gartner Tax Law). Its core intellectual property is the Awakened Company System and Awakened Ripple Model, a trademarked proprietary methodology that integrates business research, Enneagram-based personal development frameworks, mindfulness, and contemplative practices to assess and transform organizational health across individual, relationship, team, and company dimensions. The methodology is delivered through multi-month consulting engagements, executive coaching sessions, in-person Playshops, keynote speaking, and a proprietary Organizational Health Assessment tool.

The firm's revenue model is diversified across five streams: (1) custom-priced enterprise consulting and executive coaching engagements (the highest-value stream), (2) a capacity-capped 10-month Certification Program at $500/month (limited to 36 participants annually split between Executive and Coaches cohorts), (3) structured individual courses such as the Reclaiming Wholeness Enneagram program (sliding scale $500-$1,500), (4) e-commerce products including card decks and merchandise, and (5) book and audio program sales distributed through Amazon and Sounds True respectively. The 2025 certification cohort filled 8 months in advance with a 200+ person waitlist. The firm operates with 1-10 employees, is privately held and bootstrapped with no disclosed external funding, and extends its reach globally through Catherine Bell's personal brand as a bestselling author, keynote speaker, and podcast guest across 23+ countries.

Name

The Awakened Company

Legal name

BrellCo Holdings Inc.

Website

https://awakenedcompany.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

The Awakened Company is a Calgary-based boutique executive development firm founded in 2015 that helps enterprise and mid-market leaders transform organizational culture through proprietary Enneagram-based coaching, consulting engagements, keynote speaking, and a capacity-capped certification program serving clients across 23+ countries.

Ownership category

akta.pro rank

Product category

Executive Coaching & Leadership Development Consulting

NAICS

Management Consulting Services (54161), Professional, Scientific, and Technical Services (54)

SIC

Services-Management Consulting Services (8742), Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Organization Design & Change Management Consulting (BPAHACAD)

akta.pro secondary industries

Employee Experience, Engagement & Culture Advisory (BPACAJAI), Change Management & Transformation Leadership (EDABAAAD), Organizational Change & Transformation Coaching (EDABANAG), Workplace Culture, Engagement & Wellbeing Training (EDABAIAG)

Keywords

• Executive coaching services
• Leadership development consulting
• Organizational culture transformation
• Enneagram-based coaching
• Corporate team workshops

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Executive Coaching and Consulting Engagements: The company generates revenue through bespoke consulting engagements, executive coaching (1:1 and team), and strategy sessions delivered to corporate clients. Services are priced as custom engagements, with outcomes focused on corporate culture transformation, leadership development, and organizational strategy. These are typically sold directly to enterprise and mid-market buyers through a sales-led motion.
2. Awakened Company Certification Program: A 10-month intensive certification program running cohort-based (limited to 36 participants per year, split between an Executive Cohort and a Coaches & Consultants Cohort). The program costs $500 USD per month over 10 months. Revenue is generated through cohort tuition fees, with limited partial scholarships available.
3. Courses and Educational Programs: Revenue is generated through structured courses such as the 'Reclaiming Wholeness: The Enneagram and Five Buddha Families' 8-week program, priced on a sliding scale ($500–$1,500 USD). Additional revenue comes from standalone webinars and video-on-demand content sold through the company's storefront.
4. Products and Merchandise: The company operates an e-commerce storefront selling physical products including card decks (Values Card Deck $12.95, Flip The Switch $9.95, Gratitude Cards, Awakening Card Deck $34.95) and branded merchandise (t-shirts $29.95). Revenue is one-time per transaction.
5. Book Sales: The Awakened Company book (Catherine R. Bell) is sold in hardcover, paperback, and Kindle editions through Amazon and other retailers. The book serves as the anchor product for brand authority and demand generation for all other services.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

The Awakened Company is a boutique executive development firm that delivers transformational leadership coaching, organizational culture consulting, Enneagram-based team development workshops, and keynote speaking to corporate clients. Its core intellectual asset is the proprietary Awakened Ripple Model, a multi-stage methodology that integrates business research with mindfulness and Enneagram-based frameworks to assess and transform organizational health across individual, relationship, team, and company levels. The firm also monetizes this methodology through a 10-month cohort-based Certification program, structured courses, books, audio programs, and physical products.

Differentiator

Problem solved

Functional benefit

Brands

• Awakenly: A mindfulness app co-founded by Catherine Bell that uses the Enneagram to ground people into presence and transform their realities.
• The Awakened Project

Products and services

• Awakened Company Certification Program A 10-month intensive certification program teaching the proprietary Awakened Ripple Model across Individual, Relationships, and Team Awakening. Two parallel cohorts: Executive Cohort (for senior leaders) and Coaches & Consultants Cohort (for independent practitioners). Includes access to trademarked processes, executive search and culture transformation frameworks, and a global alumni network.
• Executive Coaching and Team Coaching Engagements

Quantifiable outcome

• Organizations implementing the Awakened Company System report higher employee engagement beyond typical engagement levels, with teams becoming passionate about their work
• +4 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Sounds TruecoreChannel Partner/ Reseller/ DistributorSounds True is a leading publisher and distribution platform for wellness, mindfulness, and personal development content. The Awakened Company has a multi-product partnership with Sounds True for the distribution of Catherine Bell's audio programs, including 'Creativity and the Enneagram' and 'The Relational Field'. Sounds True handles digital storefront distribution, payment processing, and fulfillment for these products.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Conscious Leadership Group: Boutique leadership and culture transformation consultancy similarly blending conscious business principles with executive coaching and team development for enterprise clients. Operates with a comparable founder-led, content-driven GTM motion targeting senior leaders.
• Ken Blanchard Companies: Leadership development and management training firm built around a founder's methodologies, offering enterprise consulting, executive coaching, and a globally distributed certification program for trainers and coaches. Closely parallel business model to The Awakened Company.
• Barrett Values Centre: Specialist in organizational values and culture assessment with proprietary diagnostic tools (similar to The Awakened Company's Organizational Health Assessment) used by consultants worldwide. Operates a licensed practitioner network analogous to The Awakened Company's certification model.
• Human Synergistics: Organizational culture and leadership effectiveness consultancy offering proprietary diagnostic instruments and transformation methodologies to enterprise clients. Directly comparable as a culture-change consulting firm with assessment IP and a practitioner ecosystem.

Broad incumbents

• Center for Creative Leadership: Established, large-scale leadership development and executive coaching provider serving global enterprises. Comparable on the executive coaching and leadership transformation services but operates with significantly more scale, geographic breadth, and institutional legitimacy.
• FranklinCovey: Global leadership and organizational performance consulting firm with proprietary frameworks, certification programs, and content (books, courses). Highly comparable in monetizing proprietary methodologies through both enterprise consulting and practitioner certification, though at far larger scale.
• Korn Ferry: Global organizational consulting firm offering leadership development, executive coaching, and culture transformation services to enterprise clients. Comparable service portfolio but operates at vastly greater scale with institutional infrastructure.

Others

• Sounds True: Publisher and distributor of wellness, mindfulness, and personal development audio programs — listed as a partner because it distributes Catherine Bell's audio content. Adjacent ecosystem participant rather than a competitor, but reflects comparable mindfulness/personal-development market positioning.

Emerging players

• The Enneagram Institute: Founded by Enneagram teachers Russ Hudson and Don Richard Riso, offering Enneagram certification programs, training, and resources. Comparable on the Enneagram-centric certification and coaching offering, though focused on individual practitioners rather than enterprise transformation.
• Mind Gym: Behavioral change consultancy using proprietary methodologies to improve leadership, culture, and performance for global enterprises. Comparable on the boutique methodology-driven consulting model and enterprise sales-led GTM, with a public-company benchmark for the category.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/awakenedcompany
• YouTubeyoutube.com/awakenedcompany
• Facebookfacebook.com/awakenedcompany
• LinkedInlinkedin.com/company/the-awakened-company
• Instagraminstagram.com/theawakenedcompany

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 The Awakened Company