Coaching On the Go

What Coaching On the Go does

Coaching On the Go (legally operated as Leadership On the Go Limited) is a UK-registered private company founded circa 2019 that commercializes a proprietary leadership coaching diagnostic methodology centered on its GIZMO tool and resulting COTG Skills Report. The GIZMO is an online questionnaire that assesses what individuals actually do when applying coaching skills in everyday leadership situations, producing a personalized skills profile across 15 dimensions and a behavioral experiment-based development plan, with the report delivered in 5 languages. The methodology is anchored by the Pearson/FT-published book 'Coaching On the Go: How to lead your team effectively in 10 minutes a day' (2019) and accompanying academic publications.

The company generates revenue through three streams: (1) direct online sales of the GIZMO package including the book at £140/€160/$175 as a one-time purchase; (2) the 'Getting Your Wings: Fast Track' 7-week online certification program priced at USD200/GBP160 for coaches seeking to deploy the tool; and (3) recurring discounted platform access for certified 'co-pilots' who deliver the methodology to their own clients. The GIZMO questionnaire and Skills Report generation are technically hosted on PointerPro's survey infrastructure, while Coaching On the Go retains the methodology IP.

Go-to-market is partner-led: a global network of 60+ certified co-pilots (individual coaches, OD consultants, and trainers) across Europe, North America, South America, Asia Pacific, the Middle East, and Africa delivers assessments and training programs to enterprise clients (logos displayed include Roche, Salesforce, Allstate, Blue Cross/Blue Shield, GSK, Toshiba, Johnson & Johnson, and MARS). Corporate distributors such as Frances' School for Coaching and Knowledge Group expand reach in specific regions like Kuala Lumpur. The company has 17 staff, is founder/director-led, has no disclosed institutional funding, and a database of 900+ contacts.

Name

Coaching On the Go

Legal name

Leadership On the Go Limited

Website

https://coachingonthego.co.uk

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Coaching On the Go is a UK-based firm that sells a proprietary GIZMO diagnostic tool and COTG Skills Report, helping organizations and individual leaders build coaching skills through a 15-dimension behavior assessment, certified co-pilot partner network, and 7-week certification program.

Ownership category

akta.pro rank

Product category

Leadership Development Training

NAICS

Professional and Management Development Training (61143), Professional and Management Development Training (611430), Educational Support Services (61171)

SIC

Services-Educational Services (8200)

akta.pro industry

PRIMARYBPAEANAN

Training Delivery Services (Onsite/Virtual Instruction, Workshops, Coaching)

Business & Public Services/IT & Digital Services (Managed Services, Systems Integration)/IT Training & Technical Enablement Services

SECONDARYBPAEANAL

Train-the-Trainer & Instructor Enablement Services

Business & Public Services/IT & Digital Services (Managed Services, Systems Integration)/IT Training & Technical Enablement Services

SECONDARYEDABACAF

Quality Assurance (QA), Coaching & Performance Management

Education/Corporate Training & Professional Development/Customer Service & Contact Center Training

SECONDARYMPACALAK

Assessments, Quizzes & Learning Analytics Tools

Media, Entertainment & Sports/Digital Media & Content Platforms (Online Video, Podcasts, Creators)/Online Learning Content Platforms (Creator-Led Courses)

Keywords

• Leadership coaching
• Coaching skills assessment
• Executive development
• Leadership training
• Coaching methodology

Headquarters

HQ city

High Wycombe

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. GIZMO and COTG Skills Report Sales: Individual purchase of the GIZMO tool including the Book and COTG Skills Report. Sticker price is £140/€160/$175 including the book and skills report available in 5 languages. This is a one-time purchase product sale.
2. Getting Your Wings Training Program: Online training program for coaches and trainers to become certified co-pilots. Program costs USD200/GBP160 and includes 3 online workshops over 7 weeks, practice sessions, Q&A workshops, reference materials, and 2 free GIZMOs for first participants.
3. Partner/Co-Pilot Access: Discounted access to the GIZMO platform and COTG Skills Reports for certified co-pilots when they use the tool with their own clients. Ongoing revenue from partner usage at discounted rates.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Coaching On the Go sells the proprietary GIZMO online diagnostic tool that assesses how leaders use coaching skills in everyday activity across 15 dimensions, generating a personalized COTG Skills Report with a behavioral development plan. The offering is completed by the Getting Your Wings 7-week online certification program that trains coaches and trainers to deliver the methodology to their own clients.

Product overview

Coaching On the Go offers a suite of products and services focused on leadership development through coaching skills integration. The core offering consists of the GIZMO diagnostic tool and the resulting COTG Skills Report, which together assess and develop leaders-who-coach across 15 skill dimensions. These products are complemented by the Getting Your Wings training program that certifies partners to deliver the methodology, and a foundational book that provides the academic and practical framework. The product suite operates as an integrated ecosystem: the GIZMO generates the assessment data, which is processed into a personalized COTG Skills Report available in 5 languages, the book provides the theoretical foundation, and the training program equips facilitators to deploy the tools with their own clients.

Differentiator

Problem solved

Functional benefit

Brands

• GIZMO: The GIZMO is the company's online diagnostic tool that generates a profile of each person's current application of the dimensions (skills) of a leader-who-coaches. It asks about action and activity, taking account of everyday situations where coaching skills are used, and produces a personalized skills profile delivering key insight data across 15 dimensions.
• COTG Skills Report
• Getting Your Wings: Fast Track

Products and services

• GIZMO

Quantifiable outcome

• 10% uplift in stakeholder satisfaction
• +3 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and regional.

• PointerProcoreTechnology or IntegrationPointerPro is the independent software provider that hosts the COTG GIZMO questionnaire and generates the COTG Skills Reports. They have EU approved back-up and security systems. All participant data is processed through the PointerPro system.
• Pearson/Financial TimescoreOthersPublisher of the book 'Coaching On the Go: How to lead your team effectively in 10 minutes a day' published in 2019. This book forms the foundational research basis for the company's methodology.
• Frances' School for CoachingregionalChannel Partner/ Reseller/ DistributorCorporate distributor operating in Kuala Lumpur region, working with a special cohort of coaches including Erika Pungolino, Sue D'Cruz, Tan Bak Chai, and Vivian Yap under a collaboration with Knowledge Group.
• Knowledge GroupregionalChannel Partner/ Reseller/ DistributorCorporate distributor partner working with Frances' School for Coaching to bring Coaching On the Go methodology to the Kuala Lumpur market.
• Frances PenafortregionalChannel Partner/ Reseller/ DistributorListed as a corporate distributor working with coaches in the Kuala Lumpur region.
• Global Co-Pilot NetworkcoreChannel Partner/ Reseller/ DistributorOver 60 individual certified coaches and consultants ('co-pilots') located across Europe, Americas, Australia, and Asia who deliver the GIZMO assessment and COTG methodology to clients in their regions. Partners include coaches in UK, USA, Canada, Australia, Hong Kong, Malaysia, India, Brazil, Spain, France, and many other countries.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• BetterUp: BetterUp is a digital coaching platform pairing individuals and enterprise employees with coaches, supported by its own AI-driven assessments and analytics. It is the closest direct competitor to Coaching On the Go, operating at much larger scale with similar coach-network model and behavior/development focus.
• Hogan Assessments: Hogan Assessments provides leadership personality and behavior assessments (HPI, HDS, MVPI) widely used in leadership development, executive selection, and coaching engagements. It is directly comparable to Coaching On the Go as a behavior-based assessment vendor feeding into enterprise coaching programs.
• CoachHub: CoachHub is a global digital coaching platform offering one-to-one coaching, AI-powered skill assessments, and enterprise programs. It mirrors Coaching On the Go's combination of assessment diagnostics, certified coach network, and enterprise leadership development use cases, though at substantially larger scale.
• Wiley Everything DiSC: Wiley's Everything DiSC is a behavior-based assessment suite for workplace communication, leadership, and team development, sold through a certified practitioner network. It competes head-to-head with GIZMO in enterprise leadership training catalogs and shares the partner-delivery, multilingual approach.

Broad incumbents

• Gallup: Gallup is a global analytics and advisory firm best known for CliftonStrengths and Q12 employee engagement assessments, widely used in leadership development. It competes with GIZMO in the leadership assessment category, though anchored in strengths rather than coaching behavior.
• DDI (Development Dimensions International): DDI is a long-established leadership development vendor providing leadership assessments, training, and certification programs for managers and frontline leaders. It overlaps directly with Coaching On the Go's leadership skill-building focus and partner/certification-based delivery model.
• FranklinCovey: FranklinCovey delivers leadership, productivity, and execution training programs (e.g., The 7 Habits, Leading at the Speed of Trust) through certified facilitators worldwide. Its facilitator-certification model and enterprise training focus mirror Coaching On the Go's co-pilot certification approach.
• Korn Ferry: Korn Ferry is a global organizational consulting firm offering leadership development, executive coaching, and assessment solutions across enterprise and executive clients. It is a broad incumbent alternative for the same enterprise buyers considering Coaching On the Go's leadership development programs.
• Center for Creative Leadership (CCL): CCL is a globally recognized leadership development research institution offering assessments, coaching, and programs for senior leaders. It competes for the same enterprise leadership development budgets and is benchmark for evidence-based leadership methodology.

Emerging players

• Marshall Goldsmith Stakeholder Centered Coaching: Marshall Goldsmith's Stakeholder Centered Coaching is a widely used executive coaching methodology with certified coach network, focused on leadership behavior change and measurable stakeholder feedback. It overlaps with COTG's leader-as-coach behavior-change methodology and partner-certification approach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCVKjI6sAnWZNAl1ijUP4OeA
• LinkedInlinkedin.com/company/coachingonthego

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Coaching On the Go