CoachMastery

What CoachMastery does

CoachMastery is a privately held, founder-led coaching and leadership development firm based in Malmö, Sweden, founded in 1999 by Ann Kellheim and Britt Weide. The company delivers ICF-accredited coach training programs (Diplomerad Coach, Coachande Handledning, Transformerande Coaching, Intuitiv Coaching, Coachande Konfliktlärande, and Trust at Work), individual and executive coaching engagements, mentor coaching, group/team coaching, and organizational consulting in communication, culture, and conflict. Its intellectual property includes the first Swedish-language method book on Coaching Supervision, the Konfliktkort and HSP Kortlek card decks, and the book 'Hitta Ditt Sanna Jag', distributed through a Squarespace-hosted e-commerce webshop alongside course registrations.

The firm's core technology is professional coaching methodology grounded in ICF's eight core competencies and integrating Transformerande Coaching (Transformational Coaching), Coaching Supervision, NLP, Psychosynthesis, and system thinking. Delivery combines in-person programs at the Malmö headquarters with digital and residential formats, the latter via a partnership with Growing Leaders. Programs award CCE (Coaching Continuing Education) points required for ICF credential maintenance, and the firm holds ICF accreditation across its curriculum.

CoachMastery operates a sales-led and event-driven go-to-market targeting individuals, leaders, HR professionals, and aspiring coaches, with direct contact by phone/email, scheduled seasonal cohorts, and content marketing through a Spotify podcast, LinkedIn, newsletter, and Trustpilot testimonials. Revenue is generated through one-time course fees (4,500–39,000 SEK), annual executive coaching engagements, group/team professional services, and unit-priced product sales. The firm is bootstrapped with no disclosed external funding, parent company, or acquisition history.

Name

CoachMastery

Legal name

CoachMastery

Website

https://coachmastery.se

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

CoachMastery is a Malmö-based, founder-led coaching firm offering ICF-accredited coach training, executive and team coaching, and proprietary coaching tools (books and card decks) to individuals, leaders, HR professionals, and organizations primarily in Sweden.

Ownership category

akta.pro rank

Product category

Professional Coaching and Leadership Development

NAICS

Professional and Management Development Training (611430), Educational Support Services (61171), Management, Scientific, and Technical Consulting Services (5416)

SIC

Services-Educational Services (8200), Services-Management Consulting Services (8742)

akta.pro primary industry

Coach Education, Certification & Clinics (HSADAEAO)

akta.pro secondary industries

Strategy, Decision-Making & Business Acumen Coaching (EDABANAH), Career, Purpose & Executive Wellbeing Coaching (EDABANAI)

Keywords

• Professional coaching services
• Coach training programs
• Executive coaching services
• Leadership development
• Coaching supervision

Headquarters

HQ city

Malmö

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Coach Training Programs: ICF-accredited training programs including Diplomerad Coach (foundation), Coachande Handledning (supervision), Transformerande Coaching (advanced), Intuitiv Coaching, and Coachande Konfliktlärande. Programs offered in physical and digital formats with scheduled cohorts.
2. Individual Coaching Services: One-on-one coaching for individuals, executives, leaders, and career coaching. Includes mentor coaching, executive coaching, and coaching supervision sessions.
3. Group and Team Coaching: Group coaching and team development services for organizations seeking to improve communication, culture, and collaboration.
4. Products and Books: Sales of coaching tools and books through the e-commerce webshop, including Konfliktkort, HSP Kortlek, coaching books, and the Coachande Handledning method book.
5. Executive Coaching: Long-term executive coaching engagement (approximately 1 year) for senior leaders managing multiple departments, leadership teams, or business areas. Includes assessment tools.
6. Trust at Work Program: Certified course based on Charles Feltman's 'The Thin Book of Trust', offered in partnership with RYP-Release Your Potential. Available as introduction evening and multi-session course.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

CoachMastery is an ICF-accredited coach training and leadership development firm that delivers foundation-to-master-level professional coaching programs (Diplomerad Coach, Coachande Handledning, Transformerande Coaching, Coachande Konfliktlärande, Intuitiv Coaching, Trust at Work), individual and executive coaching services, and group/team coaching for organizations. It also sells proprietary card-based tools and books (Konfliktkort, HSP Kortlek, Hitta Ditt Sanna Jag, Coachande Handledning method book) through its e-commerce webshop, with programs delivered both in-person in Malmö and online.

Product overview

CoachMastery is an ICF (International Coaching Federation)-accredited coaching education and leadership development company offering a comprehensive portfolio of coaching programs and services. The core offering includes foundational training (Diplomerad Coach) and advanced specializations in Coaching Supervision, Transformational Coaching, Conflict Learning, and Intuitive Coaching. Services range from individual and executive coaching to team/group coaching and organizational development in communication and culture. The company also sells proprietary coaching tools including books and card decks (HSP Kortlek, Konfliktkort, Hitta Ditt Sanna Jag) through its webshop. Programs are available both in-person in Malmö and online, with most courses offering ICF CCEU points for professional certification.

Differentiator

Problem solved

Functional benefit

Products and services

• Diplomerad Coach (Foundation Coach Training) Foundation ICF-accredited training program preparing participants for ACC certification. A 4-step program delivered in Malmö or online, providing 64 CCE points, 10 mentor coaching hours, course materials, and a book. Priced at 36,000 SEK excluding VAT. Aimed at aspiring and professional coaches, HR professionals, and leaders seeking professional coaching competency.
• Coachande Handledning (Coaching Supervision Training) Advanced ICF-accredited training in coaching supervision based on the 7-eyed model from Peter Hawkins and Robin Shohet. A 4-step program offered both in-person in Malmö and digitally, providing 42 CCE points, 6 mentor coaching hours, course materials, and the Coachande Handledning method book. Priced at 39,000 SEK excluding VAT. Aimed at professional coaches, leaders, HR professionals, and educators.
• Transformerande Coaching (Transformational Coaching) Advanced 3-day ICF-accredited training in transformational coaching for working deeply with clients' inner selves, values, needs, motivation, and lasting behavioral change. Provides 21 CCE points. Prerequisites: Diplomerad Coach or equivalent. Priced at 16,000 SEK excluding VAT.
• Coachande Konfliktlärande (Coaching Conflict Learning) 4-day residential training covering internal and external conflict management, delivered through partnership with Growing Leaders in Halland/Småland. Provides 24 CCE points. Includes lunch and fika; accommodation and dinner paid on site. Priced at 27,500 SEK excluding VAT. Aimed at experienced managers, leaders, and HR professionals.
• Intuitiv Coaching (Intuitive Coaching Course Series) Series of 4 standalone ICF-accredited courses developing intuitive ability in coaching conversations and understanding of energy management. Each course provides 15 CCE points and 1 mentor hour. 9,500 SEK per course excluding VAT, or 30,000 SEK package price for all 4 courses if booked and completed within 2 years. Developed in collaboration with Helen Olausson of Spirituellt Center.
• Trust at Work Certification Course Certified course based on Charles Feltman's 'The Thin Book of Trust,' offered in Sweden under license/partnership with RYP-Release Your Potential. Provides frameworks and tools for building trust in professional relationships. Includes introduction evening and multi-session course format. Provides 20 CCE points.
• Executive Coaching Intensive approximately one-year coaching engagement for senior leaders working on leadership, management, systems, and relationships, with leadership analysis assessment tools. Delivered through direct engagement with Britt Weide. Aimed at senior leaders managing multiple departments, leadership teams, or business areas.
• Ledarutveckling (Leadership Development / Chefscoaching) Leadership development service using reflective, learning, and coaching conversations for managers at all levels. Aimed at leaders and managers seeking to develop leadership style and effectiveness.
• Grupp- och Teamcoaching (Group and Team Coaching) Group and team development coaching service focusing on knowledge, community, communication, role clarity, and motivation for group/team goals. Delivered through direct engagement with Britt Weide. Aimed at teams and groups in organizations seeking improved collaboration and culture.
• Individual Coaching (Personal Coaching) One-on-one personal coaching sessions for individual development in personal and professional contexts through confidential, awareness-creating conversations. Aimed at individuals seeking self-awareness, personal growth, career guidance, or life transitions.
• Mentorcoaching (Mentor Coaching) Learning conversations for coaches developing their coaching role and skills from foundation through master level (Diplom, ACC, PCC, and MCC). Aimed at practicing coaches seeking mentor hours toward ICF credential renewal or advancement.
• Coachande Handledning (Coaching Supervision Service) Professional reflective coaching supervision sessions for developing professional roles, leadership, and relationships in a safe learning environment. Aimed at professional coaches, leaders, and HR professionals seeking ongoing reflective practice.
• Kommunikations-, kultur- och konfliktutveckling (Organizational Consulting) Consulting services for communication style assessment, culture development, and conflict support for individuals and groups. Delivered through direct engagement with Britt Weide. Aimed at organizations seeking culture, communication, and conflict management improvement.
• Coachande Ledarskap (Coaching Leadership Custom Training) Customized training programs for organizations in coaching leadership and coaching approach. Aimed at organizations seeking to build internal coaching capability and a coaching leadership culture. Pricing on request.
• Konfliktkort (Conflict Cards) Card-based tool for understanding conflict behaviors and patterns, inspired by animal archetypes. Helps identify personal conflict characters and develop constructive strategies for inner and outer conflicts. Priced at 479 SEK through the e-commerce webshop. Created by Ann Kellheim and Britt Weide together with comedian and coach Lena Frisk.
• HSP Kortlek (Highly Sensitive People Cards) Card deck for understanding, accepting, and managing high sensitivity and energy awareness, with reflection and inspiration themes including energies, intuition, acceptance, protection, and strategies. Priced at 379 SEK through the e-commerce webshop.
• Coachande Handledning Method Book First Swedish-language method book on Coaching Supervision for leadership development and professional client work, based on the 7-eyed model and methodologies from Peter Hawkins and Robin Shohet. Authored by Ann Kellheim and Britt Weide. First and second editions available. Priced at 429 SEK through the e-commerce webshop.
• Hitta Ditt Sanna Jag (Find Your True Self) Book Self-discovery book by Ann Kellheim about finding one's authentic self and understanding the true self versus the influenced self, helping individuals reconnect beyond social conditioning and the need for external validation. Priced at 329 SEK through the e-commerce webshop.

Quantifiable outcome

• 64 CCE points for Diplomerad Coach program
• +4 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core.

• Growing LeaderscoreStrategic or Co-development Partner · 4 March 2026Partnership for Coachande Konfliktlärande (Coaching Conflict Learning) course. Growing Leaders contributes experience in business leadership and leadership training, while CoachMastery provides 20+ years of expertise in professional coaching, coaching leadership, and supervision. Joint collaboration delivers comprehensive leadership development programs.
• RYP - Release Your Potential (Camilla Bergkvist)coreStrategic or Co-development PartnerPartnership for Trust at Work certification course in Sweden. Camilla Bergkvist has worked successfully with the methodology for several years. Trust at Work is based on Charles Feltman's 'The Thin Book of Trust' and certified by Insight Coaching. First time available in Sweden.
• Spirituellt Center (Helen Olausson)coreStrategic or Co-development PartnerCollaboration for Intuitiv Coaching courses. Helen Olausson is a certified healer and medium with 23 years of experience in energy awareness and 7,500+ client hours. Author of 'Högkänslighet och Intuition'. Courses held in Malmö at CoachMastery premises.
• ICF (International Coaching Federation)coreStrategic or Co-development PartnerICF accreditation for all CoachMastery training programs. Programs provide CCE (Coaching Continuing Education) points for ICF certification maintenance. Coaching Supervision is a priority focus area for ICF Global and ICF Sweden. Training aligned with ICF's 8 core competencies.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• RYP - Release Your Potential: Swedish-based partner of CoachMastery delivering Trust at Work methodology. Operates in the same Swedish coaching and leadership development market with overlapping corporate buyer base, but on a smaller, niche specialization.

Direct peers

• New Ventures West: ICF-accredited coach training school offering foundational and Integral Coaching programs. Comparable to CoachMastery in offering a full credential pathway with a strong developmental philosophy.
• Coaches Training Institute (CTI): One of the largest ICF-accredited coach training schools globally, offering foundational, advanced, and specialty coach certification programs. Directly comparable to CoachMastery's multi-tier ICF-accredited curriculum and global reputation model, though at much greater scale.
• International Coach Academy (ICA): ICF-accredited coach training provider offering foundational and advanced certifications with strong international reach. Comparable to CoachMastery in its ICF-aligned curriculum and cohort-based program delivery model.
• Center for Transformational Presence: Source of CoachMastery's Transformerande Coaching curriculum, where the founders are certified TC Coachers. Directly comparable in offering advanced transformational coaching methodology grounded in similar theoretical foundations.
• Coaching Supervision Academy: Accredits CoachMastery's founders as Coachande Handledare through Hawkins/Shohet's 7-eyed model. Direct peer in the Coaching Supervision training space, sharing methodology and target market of working coaches seeking supervisor credentials.

Broad incumbents

• FranklinCovey: Global leadership and organizational performance company offering training, coaching, and consulting. Overlaps with CoachMastery's leadership development, communication, and culture offerings as part of a much broader content and delivery portfolio.
• Center for Creative Leadership (CCL): Global leadership development organization offering executive coaching, leadership programs, and assessments. Overlaps with CoachMastery's executive coaching and leadership development offerings but at significantly greater scale and broader portfolio.
• Marshall Goldsmith Partners: Executive coaching firm serving senior leaders globally with a focus on behavioral change and leadership development. Comparable to CoachMastery's executive coaching practice but with a global, large-scale delivery model.
• Korn Ferry: Global organizational consulting firm with a large executive coaching and leadership development practice. Overlaps with CoachMastery's executive coaching and corporate leadership offerings as part of a much broader HR/talent portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeopen.spotify.com/show/4rLJjClmd21dlJwVMAFmuD
• LinkedInlinkedin.com/company/coachmastery

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 CoachMastery