Choice Magazine
Choice Magazine Inc. is a privately held Toronto-area publisher of *choice*, a quarterly print and digital magazine for practicing professional coaches, distributed globally via subscription, podcast, and conference channels since 2002.
- Company typePrivate
- Founded2002
- HeadquartersToronto, Canada
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Choice Magazine does
Choice Magazine Inc. is a privately held niche publishing company founded in 2002 and headquartered in Mississauga, Ontario, with a US office in Lansing, Michigan. It produces *choice*, a quarterly print and digital magazine targeting practicing professional coaches, supplemented by a podcast series ('Beyond the Page'), an editorial blog, an archive of back issues, a corporate coaching/consulting service line, and a curated events directory.
The company's core product is the magazine itself, delivered quarterly in three subscription formats — digital-only, print-only, and a combo print+digital bundle — priced at $23.99-$187.99 USD across 1-, 2-, and 3-year terms with auto-renewal. Distribution is direct-to-consumer via the company's WooCommerce storefront (store.choice-online.com), and the magazine is available globally in print and digital. Marketing relies on content-led growth: a blog with 97+ archived articles, the podcast, email newsletters, a free digital issue funnel, and presence at coaching conferences such as ICF Midwest and ADDvance ADHD Coaching Conference.
Revenue is generated primarily through recurring subscriptions, with secondary streams from back-issue and bundle sales, conference sponsorships, and corporate coaching services. The company is founder-led by Garry Schleifer (CEO & Publisher, PCC, CMC), has 11-50 employees, no external funding or parent company, and serves a horizontally segmented audience of individual professional coaches rather than enterprise accounts. Strategic activity in recent years has focused on extending the content portfolio (podcast, combo tier, back-issue library) and on ecosystem partnerships with coaching academies and associations rather than on rapid headcount or geographic scaling.
Choice Magazine firmographics
Firmographics- Name
- Choice Magazine
- Legal name
- Choice Magazine Inc.
- Website
- https://choice-online.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Choice Magazine Inc. is a privately held Toronto-area publisher of *choice*, a quarterly print and digital magazine for practicing professional coaches, distributed globally via subscription, podcast, and conference channels since 2002.
- Ownership category
- akta.pro rank
Choice Magazine industry classification
Industry- Product category
- Trade Publications / Professional Coaching Media
- NAICS
- Periodical Publishers (51312)
- SIC
- Periodicals: Publishing Or Publishing & Printing (2721)
- akta.pro primary industry
- Business, Finance & Industry Trade Magazines (MPAJAEAM)
Keywords
Where Choice Magazine is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Choice Magazine business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D
Revenue model
- Magazine Subscriptions: Quarterly magazine delivered in print, digital, or both formats. Subscriptions are sold in 1-year, 2-year, and 3-year terms with tiered pricing. Auto-renewal policy generates recurring revenue.
- Back Issues and Bundles: Single-copy purchases of past issues and themed bundles available for PDF download or print purchase through their store.
- Conference Sponsorships: Supporting Choice Magazine at sponsor tables at coaching conferences provides revenue opportunity.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Digital-only quarterly issues |
| Subscription | Multi-year contract | Print and digital combination |
| Subscription | Multi-year contract | Print-only quarterly magazine |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Choice Magazine product offering
Product offeringCore offering
Choice Magazine publishes a quarterly magazine for professional coaches, available in print, digital, and combo print+digital subscription formats with 1-, 2-, and 3-year terms. The publication is complemented by a podcast series ('Beyond the Page'), an editorial blog, a digital issue library of past editions, corporate coaching and consulting services, and an events directory serving the global coaching community.
Product overview
Choice Magazine is a quarterly print and digital publication for professional coaches. The core product is the magazine itself, available in print, digital, or combined print+digital subscription formats. The portfolio also includes a podcast series (Beyond the Page), a blog with editorial content, an issue library of past publications, corporate coaching and consulting services, and an events directory. The magazine covers topics including coaching psychology, leadership development, business of coaching, coaching niches, and professional development for coaches.
Differentiator
Problem solved
Functional benefit
Products and services
- choice Magazine (Print Edition) A quarterly print magazine featuring grounded insight, practical coaching tools and resources, and thoughtful conversation for professional coaches, delivered physically to subscribers four times per year.
- choice Magazine (Digital Edition) Digital access to quarterly issues with easy online access anywhere, available via subscription.
- Combo Print + Digital Subscription Combined print and digital subscription offering both formats for coaches who want the full experience.
- choice Issue Library / Back Issues Digital library of past issues and special editions organized by theme and topic, available for PDF download or print purchase through the issue library.
- Beyond the Page Podcast Podcast series featuring interviews with authors from choice Magazine articles, expanding on topics covered in print issues.
- choice Coaching & Consulting Corporate coaching and consulting services offered by the magazine, supporting coaching businesses and organizations seeking coaching engagements.
Companies that use Choice Magazine
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles1 record
Choice Magazine technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Choice Magazine partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- Coaching Toys Inc.minorPremium partner listed on Choice Magazine's resources page. Phone: (612) 822-8720 (USA). Provides coaching-related products/services to the coaching community.
- inviteCHANGEminorPremium partner listed on Choice Magazine's resources page. Phone: (877) 228-2622 USA/Canada. Coaching and consulting services provider.
- Library of Professional CoachingminorPremium partner. Email: [email protected]. Professional coaching resource library.
- PRIME Coaching AcademyminorPremium partner. Website: primecoachingacademy.com. Coaching education and training academy.
- The Gay Coaches AllianceminorPremium partner. Website: www.thegaycoaches.com. Professional association supporting gay coaches globally. Featured in advertising on Choice Magazine site.
- Choice Coaching & ConsultingcoreCorporate coaching service offered by Choice Magazine. Phone: (416) 884-8154 (Canada). Email: [email protected]. Related entity offering coaching services to organizations.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Choice Magazine competitors and assessment
Company assessmentEmerging players
- Co-Active Training Institute: A major coach training organization producing educational content, certifications, and thought leadership for professional coaches. Overlaps with Choice's audience and serves as a parallel content brand competing for coaches' learning time and subscription dollars.
- Marshall Goldsmith Coaching Resources: Thought-leadership content, books, and coaching programs from a globally recognized executive coach. Comparable as a content-driven brand serving executive and professional coaches, though delivered primarily through books, assessments, and courses rather than a quarterly magazine.
- Institute of Coaching (IOC) at McLean/Harvard Medical School: A research and content organization producing evidence-based resources for professional coaches. Comparable as a content authority within the same niche, though distributed via research reports, webinars, and a digital platform rather than a print magazine.
Broad incumbents
- Chief Learning Officer (CLO) Media: A media brand covering enterprise learning, leadership development, and talent management, including executive coaching. It targets a senior buyer adjacent to Choice's professional coaching audience but with a broader enterprise L&D focus.
- Training Magazine: A long-established trade magazine covering corporate training, learning, and workforce development. It serves a wider L&D/HR buyer than Choice but competes for the same shelf-space and advertiser attention within the professional development media landscape.
- Training Journal: A UK-based trade publication serving the L&D and coaching/training community. Comparable to Choice as a subscription trade magazine for learning professionals, but with a wider scope beyond pure coaching.
- Association for Talent Development (TD Magazine): TD Magazine is the flagship publication of ATD, serving a broader talent development, L&D, and coaching-adjacent audience. It is a broad incumbent that overlaps with Choice's audience of coaches working inside organizations but operates at materially larger scale.
Direct peers
- International Coach Federation (ICF): The ICF is the dominant global coaching membership body and produces its own member-facing content, research, and events (including conferences like the one Choice participates in). It is the most directly comparable organization because it serves the same professional coaching audience with publications, credentials, and conferences.
- Better Life Coaching Magazine: A coaching-focused magazine targeting coaches and personal development professionals. Overlaps with Choice in audience (coaches) and product format (regular magazine issues), making it a direct competitor for the same niche subscriber.
- Coaching at Work: A long-running trade publication for professional coaches and coaching supervisors, primarily serving the UK and European market. It is directly comparable as a periodical targeted at the same practitioner audience with similar editorial themes (practice, ethics, supervision).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Choice Magazine social profiles
Digital presenceChoice Magazine financial estimates
Financial estimateRevenue estimate
Valuation estimate
Choice Magazine leadership team
Management profileNumber of profiles
Profiles1 record
Choice Magazine funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Choice Magazine 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 Choice Magazine
What does Choice Magazine do?
Choice Magazine publishes a quarterly magazine for professional coaches, available in print, digital, and combo print+digital subscription formats with 1-, 2-, and 3-year terms. The publication is complemented by a podcast series ('Beyond the Page'), an editorial blog, a digital issue library of past editions, corporate coaching and consulting services, and an events directory serving the global coaching community.
Is Choice Magazine a public or private company?
Choice Magazine is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Choice Magazine founded?
Choice Magazine was founded in 2002. It employs 11 to 50 people.
Where is Choice Magazine based?
Choice Magazine is headquartered in Toronto, Canada, in the North America region.
How does Choice Magazine make money?
Three revenue lines are on record. Magazine Subscriptions are the primary driver. The others are back Issues and Bundles and conference Sponsorships.
Who are Choice Magazine's main competitors?
Emerging players on record are Co-Active Training Institute, Marshall Goldsmith Coaching Resources and Institute of Coaching (IOC) at McLean/Harvard Medical School. Broad incumbents are Chief Learning Officer (CLO) Media, Training Magazine, Training Journal and Association for Talent Development (TD Magazine). Direct peers are International Coach Federation (ICF), Better Life Coaching Magazine and Coaching at Work.
Does Choice Magazine have an API?
No public API is recorded for Choice Magazine.
What industry is Choice Magazine in?
Choice Magazine's product category is Trade Publications / Professional Coaching Media. Its primary akta.pro industry code is MPAJAEAM, Business, Finance & Industry Trade Magazines. Its NAICS code is 51312 and its SIC code is 2721.