The Center for Equus Coaching
The Center for Equus Coaching is an equine-facilitated coaching and certification institute based in Draper, Utah, that trains independent coaches and serves individuals, couples, families, and corporate teams globally through its proprietary methodology.
- Company typePrivate
- Founded2006
- HeadquartersRemote / Distributed, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What The Center for Equus Coaching does
The Center for Equus Coaching is an equine-facilitated coaching and certification institute headquartered in Draper, Utah. Founded in 2006 originally as the Koelle Institute, the company has developed a proprietary coaching methodology that uses horses as a medium to facilitate personal, professional, and organizational transformation. The organization operates with approximately eight employees and a network of 55 or more certified coaches operating independently across the United States, United Kingdom, New Zealand, the United Arab Emirates, Canada, and Australia. The instructor team of four named professionals delivers certification and advanced training, and the company is pursuing International Coaching Federation (ICF) accreditation for its programs.
The company's product portfolio spans four revenue streams: multi-level coach certification and training programs (Level I, Level II, and a mentoring track), individual and family coaching sessions, team and group coaching engagements for corporate clients, and continuing education workshops and advanced certifications such as the Advanced Certification in Team Coaching and ICF Mentor Coaching. Delivery is primarily in-person at the Draper facility, with workshops priced at approximately $395; certification program pricing is not disclosed. There is no proprietary software, platform, or technology stack associated with the offering.
The business model is service-based and bootstrapped. The company is structured as a private, founder-owned LLC with no disclosed funding rounds. Revenue is generated through certification tuition, coaching session fees, workshop registrations, and continuing education enrollment. The customer base is distributed across four segments: individuals seeking personal transformation, corporate teams, couples and families, and aspiring coach practitioners. Geographic expansion is signaled by a Fall 2026 training cohort with a West Coast delivery option in addition to the Utah headquarters.
The Center for Equus Coaching firmographics
Firmographics- Name
- The Center for Equus Coaching
- Legal name
- The Center for Equus Coaching LLC
- Website
- https://equuscoach.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Center for Equus Coaching is an equine-facilitated coaching and certification institute based in Draper, Utah, that trains independent coaches and serves individuals, couples, families, and corporate teams globally through its proprietary methodology.
- Ownership category
- akta.pro rank
The Center for Equus Coaching industry classification
Industry- Product category
- Professional Coaching and Training Services
- NAICS
- Professional and Management Development Training (611430), Sports and Recreation Instruction (611620)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Coach Education, Certification & Clinics (HSADAEAO)
- akta.pro secondary industry
- Coaching, Feedback & Mentoring Skills (EDABAMAM)
Keywords
Where The Center for Equus Coaching is headquartered
LocationHeadquarters
- HQ city
- Remote / Distributed
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Center for Equus Coaching business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Others
Revenue model
- Equus Coach Training & Certification: The organization trains and certifies individuals to become Equus Coaches through a multi-level program (Level I: Equus Coach Training, Level II: Master Facilitator Training, plus mentoring). Revenue is generated from tuition fees for these multi-day, cohort-based training programs with onsite components.
- Individual & Family Coaching Sessions: The organization offers 1:1 coaching sessions with certified Equus Coaches for personal transformation, relationship issues, and leadership development. Sessions are sold directly to consumers through the website's 'Find a Coach' directory.
- Team & Group Coaching / Corporate Workshops: Master Facilitators offer team building and group coaching sessions for organizations, delivering benefits including better teamwork, improved communication, higher engagement, and better retention. These are sold to enterprise and mid-market corporate clients.
- Standalone Workshops & Events: The organization sells standalone workshops (e.g., 'Create Thriving Relationships' at $395, Demo Days, Soul Camp). These serve as both revenue streams and top-of-funnel entry points for coach training enrollment.
- Continuing Education & Advanced Certifications: The organization offers continuing education courses including ICF Mentor Coaching, Advanced Certification in Team Coaching, The Horse–Human Connection Lab, Level Up courses, and Herd Gathering sessions, generating additional professional services revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standalone Workshop (e.g., 'Create Thriving Relationships') |
| Subscription | Multi-year contract | Level I: Equus Coach Training |
| Subscription | Multi-year contract | Level II: Master Facilitator Training |
| Other | Pay-as-you-go | Individual Coaching Sessions (per coach) |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
The Center for Equus Coaching product offering
Product offeringCore offering
The Center for Equus Coaching trains and certifies individuals to become Certified Equus Coaches and Master Facilitators through a multi-level, cohort-based program (Level I Equus Coach Training, Level II Master Facilitator Training, and mentoring). It also delivers 1:1 and family coaching sessions, corporate team/group facilitation events, and standalone workshops (Soul Camp, Create Thriving Relationships, The Horse-Human Connection Lab), using horses as non-judgmental mirrors that provide immediate behavioral feedback to clients.
Product overview
The Center for Equus Coaching is a world-class training institute and international community that offers a multi-level certification program and coaching services centered on Equus Coaching—an approach that combines certified life coaching with horse-facilitated interactions. The core offerings include Level I Equus Coach Training (foundational certification), Level II Master Facilitator Training (advanced group/team facilitation), and various continuing education offerings including ICF Mentor Coaching, Advanced Certification in Team Coaching, Level Up, and Herd Gathering. The organization also provides standalone workshops such as Soul Camp, The Horse-Human Connection Lab, and Create Thriving Relationships, as well as individual/family coaching sessions and team/group coaching events. The portfolio forms an integrated pathway from initial certification through advanced specialization, with both training programs and direct client services (individual, family, and team coaching) available through a global network of certified coaches.
Differentiator
Problem solved
Functional benefit
Products and services
- Equus Coach Training (Level I) Initial multi-day, cohort-based certification program that trains individuals to facilitate transformative life coaching work with horses for individuals, couples, and families. Includes basic horsemanship and safety, interpreting horse feedback, and combining proven life and leadership coaching techniques.
- Master Facilitator Training (Level II) Advanced training program for Level I graduates focusing on adult learning, group and team dynamics, managing multiple horses, and leading groups in workshops and retreats. Certifies graduates as Equus Certified Master Facilitators (ECMF).
- Individual/Family Coaching Sessions One-on-one coaching sessions where clients work directly with horses and a certified Equus Coach to gain personal insights and drive transformation. Available for individuals, couples, and families via the public coach directory; each certified coach sets their own session rates.
- Team/Group Coaching Events Group coaching sessions designed for corporate teams and organizations to improve teamwork, communication, leadership, and workplace culture. Delivered by Certified Master Facilitators and sourced through the Find a Coach for My Team or Group directory.
- Create Thriving Relationships Workshop Standalone ground-based workshop helping participants develop healthier relationship patterns using horse-guided exercises; no riding experience required. Priced at $395 per person including refreshments, lunch, and materials.
- Soul Camp Multi-day immersive workshop retreat experience focused on personal transformation and self-discovery with horses; functions as both a standalone offering and a recruitment pathway for coach training.
- The Horse-Human Connection Lab Standalone continuing education workshop exploring the deep connection between horses and humans through experiential exercises; available as a standalone course.
- Advanced Certification in Team Coaching Specialized continuing education certification for coaches working with teams and organizations, covering group facilitation and team dynamics.
- ICF Mentor Coaching Mentor coaching program supporting coaches pursuing International Coaching Federation (ICF) certification; aligns with the Center's ICF accreditation process.
- Level I & II Mentoring Mentorship program providing ongoing support and guidance for Equus Coach trainees through their certification journey.
- Level Up Course Continuing education course for existing Equus Coaches to advance their skills and knowledge beyond initial certification.
- Herd Gathering Continuing education gathering for the Equus Coach community to learn, grow, and connect together as an international cohort.
- Demo Days Introductory events allowing prospective students and clients to experience Equus Coaching firsthand before committing to deeper programs.
Quantifiable outcome
- Better teamwork, increased engagement and motivation at work, team building and bonding, goal setting, improved communication
- +1 more outcomes
Companies that use The Center for Equus Coaching
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
The Center for Equus Coaching technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
The Center for Equus Coaching partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- International Coaching Federation (ICF)coreThe Center for Equus Coaching (formerly the Koelle Institute founded in 2006) is in the accreditation process with the International Coaching Federation (ICF). ICF is described as an international membership organization for trained professional coaches with stringent education and experience requirements. This accreditation relationship positions the organization's certifications within the broader professional coaching standards framework.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
The Center for Equus Coaching competitors and assessment
Company assessmentDirect peers
- EAGALA (Equine Assisted Growth and Learning Association): EAGALA is the most widely recognized equine-assisted learning and psychotherapy credentialing body, offering its own certification model for professionals using horses in mental-health and personal-development work. It directly overlaps with Equus Coaching's coach-training and certification thesis and is the obvious methodological alternative for prospective students.
- Chagrin Valley Coaching & Mentoring Center: Founded in the equine-facilitated executive coaching tradition, the Meadows at Chagrin Valley (formerly CVCMC) operates a ranch-based leadership development program for executives and teams using horses. It is one of the closest US comparables in combining corporate team coaching with horse-based methodology.
Broad incumbents
- PATH International (Professional Association of Therapeutic Horsemanship): PATH International is the largest established credentialing organization in equine-assisted services, spanning therapeutic riding, equine-facilitated mental health, and learning. It operates broader and more clinically oriented than Equus Coaching but represents the dominant incumbent body that would be referenced in any equine-assisted RFP.
- CTI (Co-Active Training Institute): CTI is one of the largest ICF-accredited coach training schools globally, offering multi-level certification programs. It is not horse-based but represents the dominant non-equine alternative for aspiring coaches evaluating certification programs, and competes for the same student persona.
- iPEC Coaching: iPEC is an ICF-accredited coach training and corporate leadership development provider with a multi-level certification path. Comparable to Equus Coaching in its layered certification and corporate workshop monetization, but without the equine specialization.
- BetterUp: BetterUp is the largest scaled digital coaching and leadership development platform serving enterprise. It is a direct competitor for corporate team coaching and executive development budgets, and represents the digital-first alternative to Equus Coaching's experiential corporate offering.
Emerging players
- Heroic Imagination Project: An experiential leadership and purpose-development organization that runs cohort-based programs in personal transformation, overlapping with Equus Coaching's Level I training and Soul Camp audience. Both compete for the same aspirational-coach and corporate L&D persona.
- Martha Beck Inc: Martha Beck's life coaching ecosystem (with Renee Sievert explicitly Martha Beck-certified) is a closely adjacent coaching school and certification brand. It overlaps the same coach-trainee persona and serves individual coaching clients seeking transformational outcomes, making it a relevant demand-side competitive reference.
- Dream Catcher Therapeutic Horsemanship: A US equine-assisted services provider offering horsemanship-based personal development and team programs. Smaller scale than Equus Coaching but operating in the same experiential coaching niche, serving both individual and corporate clients.
Others
- Equine Experiential Education Association (E3A): E3A is an industry association for equine-assisted experiential learning practitioners, adjacent to Equus Coaching as a community/credentialing ecosystem. Engagement with E3A is a leading indicator of how the equine-facilitated coaching category is professionalizing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
The Center for Equus Coaching social profiles
Digital presenceThe Center for Equus Coaching financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Center for Equus Coaching leadership team
Management profileNumber of profiles
Profiles4 records
The Center for Equus Coaching funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Center for Equus Coaching 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 The Center for Equus Coaching
What does The Center for Equus Coaching do?
The Center for Equus Coaching trains and certifies individuals to become Certified Equus Coaches and Master Facilitators through a multi-level, cohort-based program (Level I Equus Coach Training, Level II Master Facilitator Training, and mentoring). It also delivers 1:1 and family coaching sessions, corporate team/group facilitation events, and standalone workshops (Soul Camp, Create Thriving Relationships, The Horse-Human Connection Lab), using horses as non-judgmental mirrors that provide immediate behavioral feedback to clients.
Is The Center for Equus Coaching a public or private company?
The Center for Equus Coaching is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Center for Equus Coaching founded?
The Center for Equus Coaching was founded in 2006. It employs 1 to 10 people.
Where is The Center for Equus Coaching based?
The Center for Equus Coaching is headquartered in Remote / Distributed, United States, in the North America region.
How does The Center for Equus Coaching make money?
Five revenue lines are on record. Equus Coach Training & Certification is the primary driver. The others are individual & Family Coaching Sessions, team & Group Coaching / Corporate Workshops, standalone Workshops & Events and continuing Education & Advanced Certifications.
Who are The Center for Equus Coaching's main competitors?
Direct peers on record are EAGALA (Equine Assisted Growth and Learning Association) and Chagrin Valley Coaching & Mentoring Center. Broad incumbents are PATH International (Professional Association of Therapeutic Horsemanship), CTI (Co-Active Training Institute), iPEC Coaching and BetterUp. Emerging players are Heroic Imagination Project, Martha Beck Inc and Dream Catcher Therapeutic Horsemanship. Equine Experiential Education Association (E3A) is listed as an others.
Does The Center for Equus Coaching have an API?
No public API is recorded for The Center for Equus Coaching.
What industry is The Center for Equus Coaching in?
The Center for Equus Coaching's product category is Professional Coaching and Training Services. Its primary akta.pro industry code is HSADAEAO, Coach Education, Certification & Clinics, with a secondary code of EDABAMAM, Coaching, Feedback & Mentoring Skills. Its NAICS code is 611430 and its SIC code is 8200.