2b Limitless

What 2b Limitless does

2b Limitless is a privately held professional coaching and training company headquartered in Dubai, UAE, founded by Mick Todd in 2004. The company delivers strengths-based performance coaching built on Gallup CliftonStrengths methodology, integrating Positive Psychology research and applied coaching competencies. Its service portfolio spans six branded programs: 2bAPC (ICF-accredited coach education), 2bLC (Leader as Coach), 2bLEAP (annual leadership development), 2bUYS (Gallup strengths workshops), 2byb (elite performance retreats), and one-to-one executive coaching plus corporate workshops. The company holds triple accreditation from ICF, the Association for Coaching, and the UK CPD Standards Office.

The company serves a dual B2B and B2C market: enterprise clients receive bespoke corporate training and team coaching engagements, while individual consumers and aspiring coaches access one-to-one coaching and certification programs. Named enterprise clients span banking (Emirates NBD, Citibank), legal services (DLA Piper, Ashurst, ReedSmith), hospitality (Atlantis The Palm, IHG, Le Meridien Dubai), aviation (Emirates), luxury retail (Chalhoub Group), and consumer goods (NIKE UAE). The company claims cumulative metrics of 35,000+ executive coaching hours logged, 5,000+ CliftonStrengths assessments delivered, 3,500+ workshops, and 565+ coaches trained across 60+ clients in 30+ countries.

The business model is professional services-based with five revenue streams: individual coaching engagements, corporate training contracts, ICF-accredited coach certification tuition, event ticket sales (LEAP Conference, 2byb retreats), and Leader as Coach training. Pricing is largely quote-based and not publicly disclosed; only LEAP Conference 2025 has listed pricing (AED 599 individual tickets, AED 4,999 corporate tables). Distribution occurs through direct enterprise field sales, an online enrollment platform for coach training, an active 2b Community platform with events (C-Suite dinners, bootcamps, golf events), and multi-channel digital marketing across LinkedIn, Instagram, YouTube, and Facebook. The team is small (1-10 employees per firmographics) but supplemented by a global network of senior coaches operating across the UAE, UK, Australia, New Zealand, Italy, Belgium, South Africa, Hong Kong, and Canada.

Name

2b Limitless

Legal name

2b Limitless

Website

https://2blimitless.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

2b Limitless is a Dubai-headquartered coaching and training firm that delivers strengths-based executive coaching, corporate leadership workshops, and ICF-accredited coach certification programs to enterprise clients and individuals globally.

Ownership category

akta.pro rank

Product category

Executive Coaching and Leadership Development Services

NAICS

Educational Support Services (61171), Professional and Management Development Training (611430), Business Schools and Computer and Management Training (6114)

akta.pro primary industry

C-Suite & Senior Executive Coaching (EDABANAA)

akta.pro secondary industries

Team & Group Executive Coaching (Leadership Teams) (EDABANAF), Sales Leadership & Revenue Executive Coaching (EDABANAL), Executive Presence & Communication Coaching (EDABANAE)

Keywords

• Executive coaching services
• Leadership development programs
• Corporate training workshops
• ICF coach certification
• Strengths-based performance

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. One-to-One Executive and Performance Coaching: Individual coaching sessions delivered to C-suite leaders, executives, and professionals. Includes high-performance coaching, executive leadership coaching, health and well-being coaching, emerging leader coaching, career coaching, and life coaching. Delivered globally both in-person and online.
2. Corporate Training & Workshops: Bespoke in-company training programs including strengths-based culture workshops, leadership development, high-performance team coaching, communication training, presentation skills, change management, emotional intelligence, employee engagement, and well-being at work programs.
3. Coach Education and Certification (2bAPC): ICF-accredited coach training program (APC – Accredited Performance Coach) delivering certification through workshop-based learning. Participants receive Association for Coaching accreditation, 2b Limitless APC Certificate, and ICF ACSTH Points. Offered both face-to-face and online.
4. High-Performance Events (2byb Retreats & LEAP Conference): Revenue generated through event ticket sales for the annual LEAP Conference (individual tickets and corporate tables) and the 2byb International Leadership Retreat. LEAP 2025 tickets were priced at AED 599 for individuals and AED 4,999 for corporate tables.
5. Leader as Coach Training (2bLC): Training program for managers and leaders to develop coaching competencies and build organizational coaching cultures. Delivered as workshops to corporate clients.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels10 records

Core offering

2b Limitless delivers executive and performance coaching, corporate leadership training, ICF-accredited coach certification programs, strengths-based team workshops, and elite performance retreats. Its portfolio is anchored by branded programs (2bAPC coach training, 2bLC Leader as Coach, 2bLEAP leadership development, 2bUYS Gallup Strengths workshops, and 2byb retreats) plus one-to-one executive coaching and the annual LEAP Conference, sold to enterprise clients and individual professionals globally.

Product overview

2b Limitless is a coaching and training company offering a comprehensive portfolio of services focused on strengths-based performance development. The core offerings include coach certification programs (2bAPC, 2bLC), leadership development (2bLEAP), strengths-based workshops (2bUYS using Gallup Clifton StrengthsFinder), and elite performance retreats (2byb). These programs are complemented by one-to-one executive coaching services and corporate training workshops. The company operates primarily in the Middle East with offices in Dubai and Thailand, serving clients globally across 30 countries.

Differentiator

Problem solved

Functional benefit

Brands

• 2byb: International Elite Performance Retreat - High performance events platform featuring 2byb (2b Your Best) retreats and events.
• 2bAPC
• 2bLC
• 2bLEAP
• 2bUYS
• 2b BVOS Podcast Series

Products and services

• 2bAPC – 2b Accredited Performance Coach

Quantifiable outcome

• 14-29% increased profit for leadership teams that focus on strengths-based development
• +10 more outcomes

Named customers20 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators7 records

Expansion highlights6 records

Emerging players

• BetterUp: BetterUp is a digital-first coaching and mental health platform serving enterprises with on-demand executive and manager coaching. Comparable to 2b Limitless in target customer (enterprise L&D, executives) but differentiated by a technology-mediated delivery model and significantly larger scale and capital base.
• CoachHub: CoachHub is a digital coaching platform offering enterprise customers scalable, tech-enabled executive and leadership coaching. Directly comparable to 2b Limitless' one-to-one coaching offering for organizations, but differentiated by a self-service digital platform model versus 2b's boutique, high-touch approach.

Broad incumbents

• Gallup: Gallup is the originator of the CliftonStrengths assessment that underpins 2b Limitless' core methodology. While Gallup primarily sells research, assessments and management advisory, its strength-based coaching practice and global strength-coach network overlap directly with 2b's offerings and represents both a partner and a broad incumbent in the strengths-based development category.
• Development Dimensions International (DDI): DDI is a global leadership and talent development company serving enterprise clients with assessment, coaching, and leadership programs. Comparable to 2b Limitless in target segment (enterprise leadership development) and offering mix (coaching plus training), with substantially broader global reach and deeper product suite.
• FranklinCovey: FranklinCovey is a large, publicly listed leadership and organizational performance company offering executive coaching, training, and content (e.g., 'The 7 Habits'). Comparable to 2b Limitless' corporate training and leadership development practice but at substantially greater scale and with a much wider content portfolio.
• Korn Ferry: Korn Ferry is a global organizational consulting firm whose Leadership Development and Executive Coaching practice directly competes for enterprise leadership development spend. Comparable to 2b Limitless in target buyers (C-suite and HR/L&D leaders) but operates at vastly greater scale with a broader talent/assessment suite.
• BTS Group AB:

Direct peers

• Center for Creative Leadership (CCL): CCL is a globally recognized leadership research and education provider offering executive coaching, leadership programs, and assessment. Highly comparable to 2b Limitless in target customer (senior leaders and organizations) and methodology (evidence-based leadership development), though CCL is significantly larger and research-driven.
• Marshall Goldsmith Stakeholder Centered Coaching: Marshall Goldsmith's executive coaching franchise is one of the most recognized leadership/executive coaching brands globally, serving C-suite clients with a methodology-driven coaching approach. Directly comparable to 2b Limitless' one-to-one executive coaching and corporate leadership development services, particularly for senior leader engagements.
• Dale Carnegie Training: Dale Carnegie Training is a long-established global provider of professional development, leadership, and corporate training with a franchise-based delivery model. Directly comparable to 2b Limitless' corporate training workshops and certified coach training offerings, particularly for mid-market and enterprise customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@2bLimitless2023
• Facebookfacebook.com/2blimitlessdxb
• LinkedInlinkedin.com/company/2b-limitless
• Instagraminstagram.com/2blimitless
• Xx.com/2bCoachingTeam

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 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 2b Limitless