The Coaching Way

What The Coaching Way does

The Coaching Way s.r.o. is a Brno-based coaching school founded in 2014 by Michal Holub and Jan Studený, operating as a Czech private limited company with approximately five employees. The company is one of a small number of holders of International Coach Federation (ICF) Level 2 accreditation in the Czech Republic, and it delivers ICF-aligned training programs that prepare individuals for ACC and PCC certification through a combination of live online sessions (delivered via Zoom), group mentoring, individual mentoring with PCC/MCC-certified mentors, and peer coaching practice. Its product portfolio spans a 24-week foundational coaching training (74,900 Kč), advanced PCC-level training, differential programs for already-trained coaches seeking ACC or PCC credentials, a 6-session group coaching training, individual mentoring at 4,500 Kč per session, and a standalone business mastery program (Obchodní mistrovství pro kouče). Free offerings include a 30-minute coaching experience with an MCC coach, a 2-hour sample training session, and a psychological readiness test, supporting a product-led and community-led go-to-market.

The business model is predominantly one-time payments for multi-week certification programs sold directly through the website to individual consumers, with pricing denominated in Czech koruna and occasional corporate engagements (e.g., UNIQA, GAAN, IKIGAI). The underlying technology is straightforward: a WordPress website for commerce and content, Zoom for synchronous delivery, YouTube and Spotify for the 'Cesta kouče' podcast, Google Drive for distributing session recordings, and Mailchimp for email marketing. No external funding has been disclosed; the company is bootstrapped and founder-led.

Customer acquisition is primarily top-of-funnel content marketing (blog articles, podcast, weekly newsletter) combined with free trial experiences and a strong community-led growth loop in which graduates join The Coaching Way alumni community, participate in bi-weekly meetings and offline gatherings, and refer new prospects. Primary customer segments are aspiring professional coaches seeking certification, managers and leaders developing coaching skills, and helping professionals (therapists, consultants, HR) augmenting their practice, with secondary exposure to corporate training buyers and personal development seekers.

Name

The Coaching Way

Legal name

The Coaching Way s.r.o.

Website

https://thecoachingway.cz

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

The Coaching Way is a Brno-based, ICF Level 2 accredited coaching school that delivers multi-week certification training (ACC/PCC), mentoring, and business programs to aspiring professional coaches and managers in the Czech Republic via online cohorts and a community-led model.

Ownership category

akta.pro rank

Product category

Professional Coaching Education and Certification

NAICS

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

SIC

Services-Educational Services (8200)

akta.pro primary industry

Training Delivery Providers (In-Person, Virtual, Train-the-Trainer) (BPACANAM)

Keywords

• Coaching certification training
• ICF accredited programs
• Professional coaching school
• Leadership coaching courses
• Coach mentoring services

Headquarters

HQ city

Brno

HQ country

Czechia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Coaching Training Programs: One-time payment for multi-week coaching certification programs including online live sessions, group mentoring, individual mentoring, and access to training recordings. Programs include ACC certification training, PCC advanced training, difference training for ACC/PCC, and group coaching training.
2. Business Training Programs: Entrepreneurial training programs for coaches including 'Cesta ke klientům' (Path to Clients) included in coaching training price, and 'Obchodní mistrovství pro kouče' (Business Mastery for Coaches) as a separate paid program.
3. Individual Mentoring: One-on-one mentoring sessions with certified PCC/MCC coaches providing feedback on coaching recordings, priced per session.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

The Coaching Way operates an ICF Level 2 accredited coaching school that delivers multi-week live online certification programs (ACC and PCC tracks) along with differential, advanced, and group coaching training, plus individual mentoring. Training is bundled with a business acquisition module ("Path to Clients") that teaches graduates how to attract paying clients, addressing the typical go-to-market gap left by other coaching schools. Graduates automatically join a post-training community with bi-weekly meetings and peer support.

Product overview

The Coaching Way is a coaching school operating as a platform of interconnected training programs, mentoring services, and free trial offerings. The core offering is a 24-week ACC Coaching Training with ICF Level 2 accreditation, which includes live online sessions, group and individual mentoring, peer practice, and certification preparation. This foundational program is bundled with the 'Cesta ke klientům' (Path to Clients) business training module. The company offers four main training tracks: the foundational Coaching Training (ACC), the Advanced Coaching Training (PCC), and two differential/differential programs for coaches with prior training seeking ACC or PCC certification. Additional paid offerings include the Business Mastery for Coaches program, a Group Coaching Training, and Individual Mentoring sessions. Free offerings include a 30-minute coaching experience with an MCC coach, a 2-hour sample training session, and a professional psychological readiness assessment. All training graduates gain access to the TCW community of coaches for ongoing support.

Differentiator

Problem solved

Functional benefit

Products and services

• Pokročilý výcvik koučování s certifikací (Advanced Coaching Training with Certification)

Quantifiable outcome

• 12 years of coaching practice experience
• +2 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• International Coach Federation (ICF)coreStrategic or Co-development PartnerICF is the primary accreditation body for the coaching training programs. The Coaching Way holds Level 2 accreditation for its training programs. Graduates can obtain ICF ACC certification. The company adheres to ICF Ethical Code for coaching practice.
• Solutions AcademycoreStrategic or Co-development PartnerSolutions Academy provides certification for coaches and coaching mentors. Graduates of The Coaching Way training receive SolutionsAcademy Coach certification, which through Level 2 accreditation provides the fastest path to ICF ACC and PCC certifications.

Scale indicators4 records

Recent moves6 records

Expansion highlights2 records

Direct peers

• CTI (Co-Active Training Institute): Global ICF-accredited coaching school offering Co-Active Life Coach and Leadership certifications. Comparable to The Coaching Way in delivering multi-week certification programs with intensive mentoring and a strong alumni community.
• CoachU: One of the longest-established ICF-accredited coach training schools globally, offering ACTP/ACSTH pathways to ACC and PCC certification. Highly comparable to The Coaching Way in curriculum structure, ICF alignment, and target customer (aspiring professional coaches seeking credentialed certification).
• iPEC (Institute for Professional Excellence in Coaching): ICF-accredited coach training school offering Core Energy Coaching and certification pathways for aspiring professional coaches. Directly comparable in certification-led training model, premium pricing, and emphasis on practical coaching hours and mentoring.
• New Ventures West: ICF-accredited Integral Coaching school offering a year-long certification program with intensive mentoring. Directly comparable in methodology-driven coach training with small cohorts, individual mentoring hours, and emphasis on practical coaching practice.
• Solutions Academy: Strategic partner of The Coaching Way that certifies The Coaching Way's training graduates and is itself an ICF-aligned coaching school in the Czech Republic. It offers solution-focused coach certification programs at similar price points and shares the same target market of aspiring professional coaches.
• Academy of Executive Coaching (AoEC): ICF-accredited executive and team coaching school with programs targeting managers and HR professionals. Comparable to The Coaching Way in serving the 'Managers and Leaders' and 'Helping Professionals' segments with credentialed certification paths.
• Marshall Goldsmith Stakeholder Centered Coaching: ICF-accredited executive coaching certification program focused on leadership and stakeholder-centered coaching methodology. Comparable to The Coaching Way's leadership-oriented coaching tracks and the manager/leader customer segment.

Broad incumbents

• LinkedIn Learning: Large online learning platform offering introductory coaching courses and professional development content from multiple instructors. Not ICF-accredited for credentialing, but represents a broader incumbent competitor for entry-level coaching education and self-paced learners considering The Coaching Way's programs.

Regional players

• Academia de Coaching: Spanish-language ICF-accredited coach training school serving Southern Europe and Latin America. Comparable to The Coaching Way as a regional leader in ICF coaching education in a non-English European market, with similar small-cohort certification programs and credentialed local instructors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@thecoachingway_cz
• LinkedInlinkedin.com/school/the-coaching-way-cz

Compliance2 records

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 The Coaching Way