TLB Coaching & Events

What TLB Coaching & Events does

TLB Coaching & Events is a privately held, founder-led marketing coaching and events firm founded in 2020 by Tracy Borreson and headquartered in Calgary, Alberta, Canada. The company delivers marketing and brand coaching, community programming, and in-person events targeted primarily at entrepreneurs, small business owners, independent marketing professionals, and secondarily at corporate marketing teams. Its positioning centers on a 'philosophy-first' methodology — extracting a brand's authentic foundation before tactical execution — rather than channel- or tactic-driven marketing consulting.

The product portfolio is deliberately tiered across price points. At the low end sits the Authentic Marketing Fellowship at CA$45/month, a community and brain-trust membership with 30+ marketing professional members across multiple countries. Mid-tier offerings include a three-month Accountability coaching package at CA$450/month with weekly 1:1 sessions, a single-session Brand Insights Deepdive at CA$350, and a higher-touch Humanity Inc advisory retainer at CA$900/month for three months. At the project level are the Brand Experience Audit at CA$1,750 and Brand Philosophy Extraction at CA$7,500. The flagship event, Think Big Do Bigger, is scheduled for April 26-27, 2027 in Calgary with up to 500 attendees, tiered tickets (CA$1,097 early-bird to CA$1,297 regular), and four sponsorship levels ranging from CA$2,500 to CA$50,000. Supporting media products include the Crazy, STUPID Marketing YouTube show and the Personal Brand Campfire daily audio experience. No proprietary technology platform exists; delivery runs through a Squarespace website with Acuity scheduling and standard email/newsletter tooling.

The business model combines recurring subscription-style revenue (Fellowship membership, multi-month coaching retainers) with one-time professional services fees and event ticket/sponsorship revenue. Go-to-market is consultative and content-led: weekly blog publishing since 2024, active founder LinkedIn presence, the YouTube show, email newsletter, and free 45-minute discovery calls serve as the qualifying front end. The Authentic Marketing Fellows network functions as a distributed referral and co-marketing channel. The company has 1-10 employees, is bootstrapped with no disclosed funding rounds or institutional ownership, and operates primarily from Western Canada with documented reach into North America, the UK, UAE, GCC, and Australia through the Fellowship community.

Name

TLB Coaching & Events

Legal name

TLB Coaching & Events

Website

https://tlbcoaching.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

TLB Coaching & Events is a Calgary-based, founder-led marketing coaching and events firm founded in 2020 by Tracy Borreson, serving entrepreneurs, SMBs, marketing professionals, and corporate marketing teams through subscription memberships, coaching packages, consulting projects, and an annual in-person innovation conference.

Ownership category

akta.pro rank

Product category

Business Coaching and Brand Consulting

NAICS

Marketing Consulting Services (541613), Convention and Trade Show Organizers (561920)

SIC

Services-Management Consulting Services (8742), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Incentive Travel Programs & Retreat Events (Offsites) (MPAGAHAH)

Keywords

• Business coaching services
• Marketing strategy consulting
• Personal brand development
• Brand strategy advisory
• Executive marketing workshops

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Monthly Memberships: Authentic Marketing Fellowship subscription at CA$45/month providing ongoing community access, brain trust sessions, and peer support. Recurring revenue from community membership.
2. Monthly Retainers: Humanity Inc monthly retainer at CA$900/month for 3 months, providing ongoing advisory support for specific projects. Higher-touch engagement with predictable recurring revenue.
3. Coaching Packages: Accountability package at CA$450/month for 3 months and Brand Insights Deepdive at CA$350 for single sessions. Weekly coaching sessions with recording access and ongoing email/LinkedIn support.
4. Consulting Projects: Brand Experience Audit at CA$1,750 (forensic investigation of brand story and alignment), Brand Philosophy Extraction at CA$7,500 (comprehensive brand philosophy development), and Proposal Development for Humanity Inc. One-time project fees with defined deliverables.
5. Event Tickets: Think Big Do Bigger 2027 conference tickets at CA$1,097 early bird pricing. Two-day immersive innovation experience in Calgary.
6. Event Sponsorships: Corporate sponsorships for Think Big Do Bigger event ranging from CA$2,500 to CA$50,000, including Transformation Arc Partnership, Big Idea Playground Partnership, and Reset|Refuel|Regroup sponsorships. Sponsors receive attendee tickets and active participation in innovation spaces.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

TLB Coaching & Events provides 1:1 marketing and brand coaching services (single deep-dive sessions, 3-month accountability packages, and monthly retainers), a recurring Authentic Marketing Fellowship membership community of 30+ marketing professionals, brand consulting projects (Brand Experience Audit and Brand Philosophy Extraction), and the annual Think Big. Do BIGGER. two-day innovation conference in Calgary. The company also monetizes event sponsorships from corporate partners.

Product overview

TLB Coaching & Events offers a coaching and events business with both recurring service products and periodic event offerings. The core services include the Authentic Marketing Fellowship (monthly membership at CA$45/month), individual coaching packages (Brand Experience Audit at CA$1,750, Brand Insights Deepdive at CA$350, and Accountability packages at CA$450/month for 3 months), and periodic in-person events (Think Big. Do BIGGER. event in April 2027). Additional offerings include the Humanity Inc retainer program (CA$900/month for 3 months), a free Discovery Call service, the Personal Brand Campfire audio experience, and the Crazy STUPID Marketing YouTube show. The company also offers event sponsorship opportunities ranging from CA$2,500 to CA$50,000 for the Think Big Do Bigger event.

Differentiator

Problem solved

Functional benefit

Products and services

• Think Big. Do BIGGER. Event A two-day immersive in-person innovation experience designed for leaders, innovators, entrepreneurs, professionals, and changemakers to move beyond ideas into coordinated action, featuring workshops with innovation expert Duncan Wardle (ex-Disney) and collaborative co-creation experiences.
• Authentic Marketing Fellowship

Named customers2 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

Partnerships

Three partnerships are on record, tiered flagship, minor and core.

• Duncan WardleflagshipStrategic or Co-development Partner · 1 April 2027Internationally recognized innovation expert and former Head of Innovation and Creativity at Disney. Featured as keynote speaker and workshop facilitator for Think Big Do Bigger 2027 event. Opening morning workshop 'Ignite Possibility' to challenge assumptions and unlock imagination for participants.
• David Ong - Corporate Video Production ServicesminorGTM or Marketing PartnerEvent sponsor providing testimonial for Think Big Do Bigger event. Corporate video production professional who attended the event and shared positive feedback about attendee energy and diverse ideas shared.
• Authentic Marketing FellowscoreGTM or Marketing PartnerNetwork of 30+ independent marketing professionals (including copywriters, brand strategists, fractional CMOs, AI consultants) who participate in monthly brain trust sessions, cross-refer clients, and collaborate on content and community building. Fellows include Kira Kelsie, Lee Gaul, Stuart Webb, Peter Britton, Achim Klor, Paola Piccinno, Mark Stouse, and others.

Scale indicators3 records

Recent moves3 records

Expansion highlights5 records

Direct peers

• StoryBrand: Marketing messaging framework and coaching company that helps businesses clarify brand story and marketing strategy — directly comparable to TLB's brand philosophy and brand audit offerings, with similar entrepreneur/SMB target audience.
• Brand Builders Group: Personal branding coaching and events company founded by Rory and AJ Vaden — directly comparable in personal branding positioning, coaching programs, and live event-driven GTM (incl. Agent13 workshops).
• Duct Tape Marketing: Marketing consulting franchise and coaching network for small businesses, with structured frameworks and a referral partner ecosystem — directly comparable strategy-first marketing coaching model with similar SMB/entrepreneur focus.
• Marie Forleo: Business and life coaching brand serving entrepreneurs with online courses, coaching programs, and premium content — closely mirrors TLB's coaching subscriptions, online learning products, and founder-led brand model.
• Amy Porterfield: Online marketing educator and coach selling courses, masterminds, and events to entrepreneurs — directly comparable in audience (SMB owners seeking marketing clarity), product mix (courses + coaching + events), and price points.
• Jenna Kutcher: Marketing coach and educator for entrepreneurs offering courses, workshops, and a podcast — directly comparable founder-led coaching model targeting the same female entrepreneur demographic at similar price points.

Broad incumbents

• Seth Godin: Marketing thought leader running altMBA and Akimbo workshops — comparable in thought-leadership-driven marketing education and cohort-based workshops, but operating at significantly larger scale and reach.
• Tony Robbins: Large-scale business and performance coaching brand with events, coaching programs, and content at premium price points — broader incumbent that overlaps with TLB's high-ticket coaching and event-driven GTM but at substantially greater scale.
• HubSpot Academy: Free and certified marketing education platform operated by HubSpot at massive scale — a broader incumbent that overlaps with TLB's marketing education content but serves a vastly larger audience via self-serve courses rather than high-touch coaching.

Others

• Thinkific: Platform enabling creators to sell courses, memberships, and coaching — adjacent rather than directly competitive; TLB is a Thinkific-style operator on Squarespace, and Thinkific represents both a potential platform partner and a substitute for the DIY coaching entrepreneur.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@crazystupidmarketing
• LinkedInlinkedin.com/company/abrandthatspeaks
• Facebookfacebook.com/brandsthatspeak

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 TLB Coaching & Events