To Be or Not to Act
To Be or Not to Act is Jo Kelly's Los Angeles-based acting coaching practice offering a tiered "non-acting" methodology — the 33-Day Reset Journey, VIP coaching, Purpose Group, BAMF community, and in-person workshops in Madrid and Lisbon for professional and emerging artists worldwide.
- Company typePrivate
- Founded-
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What To Be or Not to Act does
To Be or Not to Act is a Los Angeles-based acting coaching practice founded and operated by Jo Kelly as a sole proprietorship (DBA "To BE or not to act"), offering a differentiated "non-acting" methodology that focuses on undoing social and emotional conditioning rather than teaching traditional acting techniques. The core product is the 33-Day Reset Journey, an online program delivered via Thinkific with lifetime access to materials, offered on a pay-what-you-can gift-economy basis. Jo Kelly has guided thousands of artists, actors, directors, musicians, dancers, and speakers worldwide over more than 20 years, with past clients reported to have booked roles at Netflix, HBO, Disney, ABC, Showtime, CBS, and Gaumont.
The business operates a structured, gated product progression: a free 5-Day Reset Taster introduces the methodology, the 33-Day Reset Journey is the main online intensive, and graduates can progress into the application-based VIP Reset Journey (multi-year personalized coaching), the three-month Purpose Group, and the three-year BAMF Artists In Action community. Additional revenue streams include one-on-one SOS Coaching Calls (pay-per-session) and periodic in-person 5-day intensive workshops held in European cities including Madrid and Lisbon. Coaching is delivered in English, French, Spanish, and passive German.
Distribution is digital-first via the company website and Thinkific-hosted programs, with marketing driven by organic social media (Instagram, YouTube, Facebook, Pinterest, Twitter), an email newsletter, content marketing through a blog, press coverage in acting-industry outlets, podcast appearances, and testimonial-driven referrals rather than paid sales funnels. The stated team is small (4 people), the practice has no external institutional investment, and revenue concentration is dispersed across thousands of individual customers with no disclosed enterprise accounts.
To Be or Not to Act firmographics
Firmographics- Name
- To Be or Not to Act
- Legal name
- Jo Kelly
- Website
- https://tobeornottoact.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- To Be or Not to Act is Jo Kelly's Los Angeles-based acting coaching practice offering a tiered "non-acting" methodology — the 33-Day Reset Journey, VIP coaching, Purpose Group, BAMF community, and in-person workshops in Madrid and Lisbon for professional and emerging artists worldwide.
- Ownership category
- akta.pro rank
To Be or Not to Act industry classification
Industry- Product category
- Acting & Performance Coaching Services
- NAICS
- Fine Arts Schools (61161)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Training Delivery Services (Onsite/Virtual Instruction, Workshops, Coaching) (BPAEANAN)
Keywords
Where To Be or Not to Act is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
To Be or Not to Act business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Reset Journey Program: 33-day online program with pay-what-you-can (gift economy) pricing. Customers contribute what feels right based on trust, generosity, and shared responsibility. No sales funnels or pressure tactics.
- VIP Reset Journey: Highly exclusive, personalized one-on-one coaching experience with Jo Kelly. Application-based entry for accomplished artists.
- The Purpose Group: Three-month transformative journey for actors and artists who have completed Reset Journey. Focuses on uncovering unique artistic purpose.
- BAMF Artists In Action Community: Three-year community container for committed artists who completed Reset Journey and Purpose Group. Focus on raising bar on instrument, career management, and content creation.
- SOS Coaching Calls: One-on-one laser coaching sessions for specific challenges or opportunity preparation. Pay-per-session model.
- In-Person Workshops: 5-day intensive workshops in Madrid and Lisbon. Application required with limited spots.
- Donations/Gift Economy: Voluntary contributions from community members who wish to support the work and help keep it accessible.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Reset Journey - Pay-What-You-Can |
| Freemium | Pay-as-you-go | 5 Day Reset Taster |
| Subscription | Multi-year contract | VIP Reset Journey |
| Other | Pay-as-you-go | SOS Coaching Calls |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels11 records
To Be or Not to Act product offering
Product offeringCore offering
To Be or Not to Act is an acting and performance coaching practice led by Jo Kelly that delivers a tiered progression of programs (Reset Journey, VIP Reset Journey, Purpose Group, BAMF Artists In Action, SOS Coaching Calls, 5-Day Intensive Workshops) built on a non-acting philosophy aimed at undoing social and emotional conditioning. Programs are delivered online (via Thinkific) and through in-person workshops, with the core Reset Journey offered on a pay-what-you-can gift economy basis and premium tiers priced through application-based or session-based fees.
Product overview
To Be or Not to Act is a coaching and training organization led by Jo Kelly offering a tiered progression of programs centered on the 'non-acting' philosophy — helping artists undo social and emotional conditioning to reconnect with instinct, freedom, and authenticity. The core product is the 33-Day Reset Journey, an online program offered on a pay-what-you-can gift economy basis. This feeds into premium offerings: the VIP Reset Journey (personalized one-on-one coaching), the Purpose Group (3-month advanced journey for Reset completers), and BAMF Artists In Action (3-year community for Purpose Group graduates). Additional offerings include SOS Coaching Calls for one-off laser sessions, 5-Day Intensive Workshops (in-person events in Madrid and Lisbon), and a free 5 Day Reset Taster. The progression creates a pathway from free introduction through intensive program to long-term community membership.
Differentiator
Problem solved
Functional benefit
Brands
- The Reset Journey: 33-day online program designed to guide artists through shedding conditioning and traditional methods to rediscover instinctive and authentic self.
- The Purpose Group
- BAMF Artists In Action
- VIP Reset Journey
- 5-Day Reset Taster
Products and services
- Reset Journey (From Resistance to Freedom 33-Day Reset Journey)
Quantifiable outcome
- Multiple clients booked Netflix, HBO, Disney, ABC, Showtime, CBS, Gaumont roles after completing Reset Journey
- +2 more outcomes
Companies that use To Be or Not to Act
Customer profileNamed customers14 records
Segments4 records
Ideal customer profiles4 records
To Be or Not to Act technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
To Be or Not to Act partnerships and signals
Strategic signalScale indicators4 records
Recent moves4 records
Expansion highlights4 records
To Be or Not to Act competitors and assessment
Company assessmentDirect peers
- Anthony Meindl's Actor Workshop: Los Angeles-based acting school offering both in-person workshops and online courses for actors at all levels. Highly comparable to Jo Kelly's Reset Journey in combining proprietary methodology, online programs, and intensive workshops, with a similarly charismatic founder-led brand.
- Larry Moss Acting Studio: Established LA acting studio offering workshops, classes, and private coaching built around the founder's proprietary methodology. Directly comparable in combining a single founder's distinctive teaching approach with tiered workshop and coaching offerings.
- Susan Batson Studio: Private acting coaching studio in New York/LA known for one-on-one coaching of high-profile actors. Closely comparable in founder-led, premium-tier private coaching aimed at accomplished performers seeking transformative methodology rather than traditional technique.
- Margie Haber Studio: Long-running LA acting coaching studio specializing in on-camera audition technique and ongoing classes for working actors. Comparable as a premium, founder-led acting-coaching practice serving professional actors pursuing major-studio bookings.
- Lesly Kahn & Company: LA-based acting school and coaching practice offering classes, workshops, and private coaching for actors. Direct overlap with Jo Kelly's target audience of working actors and the tiered group-plus-private delivery model.
- The Acting Center: Los Angeles acting school offering multi-level workshops and conservatory-style programs. Comparable as a tiered acting training provider serving both emerging and professional actors in the same LA market.
Emerging players
- MasterClass: Online learning platform offering video courses from celebrity instructors across acting, writing, music, and performance. Adjacent as a scalable, technology-mediated format for premium acting/performing arts instruction; differs by using pre-recorded celebrity content rather than live, founder-led coaching.
Broad incumbents
- HB Studio: Long-established New York acting studio offering classes, workshops, and private coaching rooted in the Herbert Berghof tradition. Comparable as a tiered acting training provider but operating primarily on the East Coast with a more traditional methodology.
- Stella Adler Studio of Acting: Historic New York and Los Angeles acting school rooted in Stella Adler's traditional technique. Overlaps with Jo Kelly's acting-instruction category but operates at significantly larger scale with a formal conservatory structure and accredited programs.
- Lee Strasberg Theatre & Film Institute: Established acting school in New York and Los Angeles offering workshops and conservatory-style training. Comparable as a high-profile acting training institution but anchored in traditional Method acting rather than Jo Kelly's 'non-acting' philosophy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights6 records
Customer concentration
To Be or Not to Act social profiles
Digital presenceTo Be or Not to Act financial estimates
Financial estimateRevenue estimate
Valuation estimate
To Be or Not to Act leadership team
Management profileNumber of profiles
Profiles1 record
To Be or Not to Act funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
To Be or Not to Act 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 To Be or Not to Act
What does To Be or Not to Act do?
To Be or Not to Act is an acting and performance coaching practice led by Jo Kelly that delivers a tiered progression of programs (Reset Journey, VIP Reset Journey, Purpose Group, BAMF Artists In Action, SOS Coaching Calls, 5-Day Intensive Workshops) built on a non-acting philosophy aimed at undoing social and emotional conditioning. Programs are delivered online (via Thinkific) and through in-person workshops, with the core Reset Journey offered on a pay-what-you-can gift economy basis and premium tiers priced through application-based or session-based fees.
Is To Be or Not to Act a public or private company?
To Be or Not to Act is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was To Be or Not to Act founded?
To Be or Not to Act was founded in -1. It employs 11 to 50 people.
Where is To Be or Not to Act based?
To Be or Not to Act is headquartered in Los Angeles, United States, in the North America region.
How does To Be or Not to Act make money?
Seven revenue lines are on record. Reset Journey Program is the primary driver. The others are VIP Reset Journey, the Purpose Group, BAMF Artists In Action Community, SOS Coaching Calls, in-Person Workshops and donations/Gift Economy.
Who are To Be or Not to Act's main competitors?
Direct peers on record are Anthony Meindl's Actor Workshop, Larry Moss Acting Studio, Susan Batson Studio, Margie Haber Studio, Lesly Kahn & Company and The Acting Center. MasterClass is listed as an emerging player. Broad incumbents are HB Studio, Stella Adler Studio of Acting and Lee Strasberg Theatre & Film Institute.
Does To Be or Not to Act have an API?
No public API is recorded for To Be or Not to Act.
What industry is To Be or Not to Act in?
To Be or Not to Act's product category is Acting & Performance Coaching Services. Its primary akta.pro industry code is BPAEANAN, Training Delivery Services (Onsite/Virtual Instruction, Workshops, Coaching). Its NAICS code is 61161 and its SIC code is 7900.