The Cancer Journey

What The Cancer Journey does

The Cancer Journey Institute (legal entity The Cancer Journey, LLC.) is a privately held coaching and training organization founded in 2012 and headquartered in Pacifica, California. The company provides cancer-focused coach training, individual coaching services, and educational resources for cancer patients, survivors, thrivers, and caregivers. Its core curriculum is built on proprietary frameworks including the S.L.A.M.S. Technique Model, the Cancer Journey Roadmap, and the Panic to Powerful Workshop methodology, all developed by founder Shariann Tom (a 5-time cancer survivor) and co-founder Keri Lehmann. The company is the only ICF-accredited program of its type, offering 72 ICF training hours and NBHWC continuing education credits.

The company monetizes through three primary revenue streams: (1) coach training programs, including the 8-month Certification Program at $11,995 and the 12-week Fundamentals Program at $2,995 (both with payment plans and early bird discounts); (2) individual coaching services delivered by its 150+ global network of Certified Cancer Journey Coaches at $150 per session, $360/month subscriptions, or $1,000 introductory packages; and (3) workshops, live events (including annual retreats such as the 2026 Costa Rica retreat), and book sales (The Call of Cancer on Amazon). The Association community provides ongoing development for graduates. Go-to-market is community-led and direct-to-consumer, leveraging a podcast, book, free workshops (Panic to Powerful, A Taste of Training), social media across major platforms, and partner referrals from institutions including UCSF and Stanford Medical Center.

The company operates as a lean team of 1-10 employees with no disclosed funding, serving a global footprint spanning the United States, Canada, Europe, Asia, South Africa, Saudi Arabia, and Australia. Strategic partnerships with cancer support organizations (Young Survival Coalition, Fidari Care, Connect & Thrive) and academic institutions form a secondary distribution channel. The business model is asset-light, services-based, and dependent on the founder brand, the certified coach network, and institutional credibility rather than technology platform leverage.

Name

The Cancer Journey

Legal name

The Cancer Journey, LLC.

Website

https://thecancerjourney.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

The Cancer Journey Institute is a Pacifica, California-based coaching and training organization founded in 2012 that provides ICF-accredited cancer-focused coach certification programs, individual coaching for patients, survivors, thrivers, and caregivers, and educational resources through a global network of 150+ certified coaches.

Ownership category

akta.pro rank

Product category

Health and Wellness Coaching Services

NAICS

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

SIC

Services-Educational Services (8200), Services-Health Services (8000)

akta.pro primary industry

Health Coaching & Lifestyle Coaching Education (EDAAAHAG)

akta.pro secondary industries

General Health Coaching (HSADAGAA), Chronic Condition Lifestyle Coaching (Non-Clinical) (HSADAGAH), Behavior Change & Motivational Coaching (HSADAGAF)

Keywords

• Cancer coaching services
• Coach certification training
• Health wellness coaching
• Psychosocial cancer support
• Life coaching education

Headquarters

HQ city

Pacifica

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Coach Training Programs: Revenue from Certification Program ($11,995) and Fundamentals Program ($2,995) including continuing education credits. Payment plans available (13-month and 4-month options).
2. Individual Coaching Sessions: One-on-one coaching sessions with certified Cancer Journey Coaches at $150/session, subscription packages at $360/month, and introductory packages at $1,000
3. Workshop & Event Fees: Revenue from in-person retreats (e.g., Costa Rica retreat), virtual workshops, and special training packages for partner organizations
4. Book Sales: Sales of 'The Call of Cancer' book available on Amazon in paperback, Kindle, and audiobook formats

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

The Cancer Journey Institute delivers cancer-focused coach training programs and individual coaching services for people impacted by cancer. The core paid offerings are the 8-month Certification Program ($11,995) and 12-week Fundamentals Program ($2,995) for aspiring coaches, plus one-on-one coaching sessions, subscriptions, workshops, live retreats, and a published book offered to cancer patients, survivors, thrivers, and caregivers.

Product overview

The Cancer Journey Institute offers a structured portfolio of coaching training programs and direct coaching services for individuals affected by cancer. The core offerings include The Certification Program (an 8-month intensive cohort-based coach training) and The Fundamentals Program (a 12-week foundational training), both of which grant credentials and continuing education credits from ICF and NBHWC. Graduates gain access to The Association community for ongoing development. The company also provides individual coaching services through Certified Cancer Journey Coaches in various engagement models (single sessions, packages, subscriptions, and complimentary gift sessions), as well as workshops (Panic to Powerful, A Taste of Training, Foundation of You) and live events including annual retreats. Content offerings include The Cancer Journey Podcast and the book 'The Call of Cancer'.

Differentiator

Problem solved

Functional benefit

Brands

• Panic to Powerful: A signature 90-minute workshop training program for coaches to build their practice, licensed upon completion of the Certification program.

Products and services

• The Certification Program An 8-month intensive cohort-based training program that certifies participants as Certified Cancer Journey Coaches. Includes live trainings, supervision sessions, exams, and 72 ICF training hours toward ACC, PCC, or MCC credentials. Priced at $11,995 with a 13-month payment plan.
• The Fundamentals Program A 12-week foundational training program covering the basics of the Cancer Journey Coaching methodology, including live sessions, buddy practice, and group coaching. Recognized for NBHWC and ICF continuing education credits. Priced at $2,995 with a 4-month payment plan and an early bird discount of $500 (code EARLY26).
• The Association A paid membership community for graduates of The Certification Program, offering advanced trainings, networking, ongoing resources, and access to Panic to Powerful train-the-trainer certification.
• Individual Coaching Sessions One-on-one coaching with Certified Cancer Journey Coaches for cancer patients, survivors, thrivers, and caregivers. Available as single 45-minute sessions at $150, an introductory package of 9 sessions over 3 months for $1,000, or a monthly subscription at $360/month with $30 setup fee and rollover credits.
• Workshops & Events Virtual and in-person workshops and live events for the cancer community, including the annual Coach Retreat (e.g., Nosara, Costa Rica in 2026), A Taste of Training introductory sessions, Foundation of You 2-day in-person events, and Panic to Powerful group workshops delivered by certified coaches.
• The Call of Cancer (Book) A book by Shariann Tom serving as a guide for anyone seeking clarity along their cancer journey. Available in paperback, Kindle, and audiobook formats on Amazon.

Quantifiable outcome

• 150+ trained Cancer Journey Coaches worldwide
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• UCSFcoreStrategic or Co-development Partner · 1 January 2007Since 2007, UCSF was the first to partner with Cancer Journey Institute. Partnership includes presenting workshops to the cancer population, conducting a research study in 2018, and ongoing curriculum integration across different departments.
• Stanford UniversitycoreStrategic or Co-development PartnerTRAM Program for Masters Students - Cancer Journey Institute shares key concepts to integrate into oncological studies at Stanford Medical Center.
• Young Survival Coalition (YSC)coreGTM or Marketing PartnerQueer Group Coaching Cohort partnership - 8-week queer-affirming virtual group coaching experience for breast cancer survivors and thrivers in the queer community.
• Fidari CareminorGTM or Marketing PartnerCancer HealthHub partnership featuring Cancer Journey Institute resources and coaching for the Fidari community addressing emotional, mental health, nutrition, and family support.
• Connect & Thrive (CAT)minorGTM or Marketing PartnerSocial impact company featuring Cancer Journey Institute training programs and coaches on their marketplace platform with collective KittyFund for cancer individuals.
• Adventure Therapy FoundationminorStrategic or Co-development PartnerNonprofit founded by Cancer Journey Coach Lauren Huffmaster. Partnership includes tailored programs, Cancer Journey Podcast guest appearance, and collaborative workshops.
• The Impact GuildminorStrategic or Co-development PartnerInitiated by Cancer Journey Institute, The Impact Guild brings together leaders of Cancer Support organizations in San Francisco Bay Area to develop offerings for the cancer community.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Smith Center for Healing and the Arts: Cancer support nonprofit offering integrative therapies, support groups, and wellness programs for cancer survivors and caregivers in the DC area. Comparable to The Cancer Journey in providing holistic mind-body-spirit cancer support programs and community-based services.
• Cancer Hope Network: Nonprofit providing one-on-one peer support and mentoring for cancer patients and caregivers, matching them with trained survivor volunteers. Directly comparable to The Cancer Journey in offering cancer-specific emotional support services delivered through trained individuals.
• Cancer Wellness Center: Cancer-focused wellness organization offering free programs addressing the emotional, physical, and social impact of cancer through counseling, support groups, and wellness classes. Comparable to The Cancer Journey in providing holistic, non-clinical support services to cancer patients and survivors.
• Imerman Angels: Cancer support nonprofit providing personalized one-on-one connections between cancer fighters, survivors, and caregivers. Closely comparable to The Cancer Journey in mission and delivery model, both leveraging trained individuals to provide emotional support to the cancer community.

Broad incumbents

• Coaches Training Institute (CTI) Co-Active: Pioneer in professional coach training offering ICF-accredited programs across multiple coaching specializations. Comparable to The Cancer Journey as an ICF-accredited coach training organization, but serves a much broader coaching market without the cancer-specific focus.
• Institute for Integrative Nutrition (IIN): Largest health coach training school globally offering comprehensive health coaching certifications. Comparable to The Cancer Journey in business model (training health coaches for professional practices), but operates at significantly larger scale across broader health topics without cancer specialization.
• Wellcoaches: Established health and wellness coach training organization offering ICF-accredited certification programs. Comparable to The Cancer Journey as a coach training provider in the health coaching space, but operating at much larger scale and without cancer specialization.
• Cancer Support Community: Largest US cancer support nonprofit providing free psychosocial support services including counseling, support groups, and educational workshops across a national network. Comparable to The Cancer Journey in serving cancer patients with emotional support, but operates as a scaled nonprofit rather than training-focused business.

Regional players

• Gilda's Club: Network of clubhouses providing free social, emotional, and educational support for people living with cancer. Comparable to The Cancer Journey in mission to provide community-based emotional support for cancer patients and families, but delivers through physical locations rather than trained coaches or training programs.

Emerging players

• Center for Mind-Body Medicine: Nonprofit training healthcare providers and educators in mind-body medicine techniques for trauma, stress, and chronic illness. Comparable to The Cancer Journey in offering training programs that combine coaching/mind-body techniques, but with broader clinical applications beyond oncology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/TheCancerJourney
• Facebookfacebook.com/mycancercoach
• LinkedInlinkedin.com/company/the-cancer-journey
• Instagraminstagram.com/thecancerjourney
• Pinterestpinterest.com/thecancerjourney
• TikToktiktok.com/cancerjourneyinstitute

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Cancer Journey