The Coach Partnership
The Coach Partnership is a Singapore-based ICF Level 2-accredited coach training firm that delivers the Newfield ontological coaching methodology through a 9-month certification program plus team, health, and parenting tracks, serving aspiring coaches, senior executives, and corporate clients across Asia-Pacific.
- Company typePrivate
- Founded2010
- HeadquartersSingapore, Singapore
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What The Coach Partnership does
The Coach Partnership is a Singapore-based private leadership coach training and certification company, founded in 2010 (originally as Newfield Asia, rebranded in 2019). It is the regional licensee and operator of the Newfield ontological coaching methodology in Asia and offers a portfolio of ICF-accredited certification programs headlined by the 9-month Newfield Coach Certification Program (ICF Level 2, the highest level of ICF accreditation), with additional tracks for Team Coaching (ICF Advanced Accreditation) and Health & Wellness Coaching (NBHWC-accredited, first in Asia), plus shorter workshops and a Parenting Coach Certification. The underlying technology is the proprietary ontological coaching approach — a multidisciplinary framework drawing on philosophy, biology, somatics, ontology, and linguistics — that works at the level of language, mood, and body to drive identity-level ("who you are being") rather than purely behavioral change, supported by proprietary tools including the PEI framework, META framework, and The Team Conversation Survey.
The firm's customer base spans three primary segments: aspiring and professional coaches enrolling in certification cohorts (B2C, drawn from 12-15 nationalities per cohort); business leaders and senior executives participating in personal and team development programs; and corporate clients (PETRONAS, Unilever, Prudential, Cipla, Sony, American Express, Singapore Police Force, United Nations, and others) purchasing executive coaching, top-team interventions, internal coach training, and corporate wellness. Corporate delivery is executed through a sister company, The Works Partnership (TWP), which shares Managing Partner Marcus Marsden with The Coach Partnership and creates a closed-loop value chain where TCP trains and certifies coaches who then deliver services through TWP.
Revenue is generated from multi-year subscription-style certification programs (paid in two module registrations with early-bird discounts), quote-based professional services for executive and corporate engagements, and one-time book sales (Fit To Lead at $35, Start With Who at $50, The Purple Book of Coaching). The go-to-market is sales-led and content-driven: a website with extensive articles, videos, and a podcast, supplemented by published books, events, alumni referrals, and direct outreach for corporate engagements. Pricing is not publicly disclosed; the firm operates two Singapore offices (Cecil Street, CBD) with 11-50 employees and has no disclosed institutional funding or acquisition activity.
The Coach Partnership firmographics
Firmographics- Name
- The Coach Partnership
- Legal name
- The Coach Partnership
- Website
- https://thecoachpartnership.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Coach Partnership is a Singapore-based ICF Level 2-accredited coach training firm that delivers the Newfield ontological coaching methodology through a 9-month certification program plus team, health, and parenting tracks, serving aspiring coaches, senior executives, and corporate clients across Asia-Pacific.
- Ownership category
- akta.pro rank
The Coach Partnership industry classification
Industry- Product category
- Executive Coaching and Leadership Development
- NAICS
- Professional and Management Development Training (611430), Professional and Management Development Training (61143)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- C-Suite & Senior Executive Coaching (EDABANAA)
- akta.pro secondary industries
- Autism Executive Functioning & Academic Skills Intervention (EDAKAKAI), Team & Group Executive Coaching (Leadership Teams) (EDABANAF), Performance & Accountability Coaching (EDABANAD), Career, Purpose & Executive Wellbeing Coaching (EDABANAI), Staff Training, Coaching & Professional Development (SEL/Mental Health) (EDAKAMAL), Behavior Change & Motivational Coaching (HSADAGAF)
Keywords
Where The Coach Partnership is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices2 records
Markets served
The Coach Partnership business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Coach Training Programs: Revenue from ICF-accredited coach training programs including the 9-month Newfield Coach Certification Program, Health Coach Certification, and Team Coach Certification. Programs can be split into modules (Module 1: Foundations, Module 2: TAPOM) with separate registrations. Early bird discount of 10% available for registrations more than 3 months ahead.
- Executive Coaching Services: Executive coaching services delivered through sister company The Works Partnership. Coaching rates vary from pro-bono (student coaching) to senior coaches with four-figure hourly fees or package rates. Global coaching available in multiple languages.
- Corporate Leadership Development: Corporate leadership development programs including Top Team Interventions, Internal Coach Training, Coach Supervision, and Corporate Wellness. Programs run from 2-5 days or extended coaching engagements over months.
- Book Sales: Sale of published books: Fit to Lead ($35), Start With Who (softback and hardback $50), The Purple Book of Coaching. Bulk orders available for 10+ copies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | 9-month Newfield Coach Certification Program - ICF Level 2 accredited |
| Subscription | Multi-year contract | Health Coach Certification Program - NBHWC accredited |
| Subscription | Multi-year contract | Newfield Team Coaching Certification Program - ICF Advanced Accreditation |
| Subscription | Multi-year contract | Performance Coaching Workshop - 2-day program |
| One time/ perpetual license | Pay-as-you-go | Fit to Lead Book |
| One time/ perpetual license | Pay-as-you-go | Start With Who Book - Hardback |
| Other | Pay-as-you-go | Executive Coaching |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
The Coach Partnership product offering
Product offeringCore offering
The Coach Partnership delivers ICF Level 2 accredited ontological coach training programs (a 9-month Newfield Coach Certification plus Health Coach, Team Coach, and Parenting Coach certifications) and executive leadership development services for corporations. Programs are built on an ontological methodology that works at the level of language, mood, and body to enable transformational change, and are delivered via cohort-based training and bespoke corporate engagements through sister company The Works Partnership.
Product overview
The Coach Partnership offers a comprehensive portfolio of coaching and leadership development programs centered on ontological coaching methodology. The flagship offering is the 9-month Newfield Coach Certification Program (ICF Level 2 accredited), which serves as the foundation for their ecosystem of programs. Additional certification programs include the NBHWC-accredited Health Coach Certification and the ICF-accredited Team Coach Certification. The organization also provides executive coaching, corporate leadership development, performance coaching workshops, parenting coach certification, and virtual delivery options—all delivered through their sister company The Works Partnership for corporate offerings. The product suite extends to published resources including the Fit To Lead Book, Start With Who Book, and The Purple Book of Coaching. Programs span from personal coaching certification to organizational transformation, serving individuals, leaders, managers, and corporations across Asia and globally.
Differentiator
Problem solved
Functional benefit
Brands
- Newfield Coach Certification: ICF Level 2 accredited 9-month ontological coaching certification program
- Health Coach Certification
- Team Coach Certification
- Performance Coaching Workshop
Products and services
- Newfield Coach Certification Program
Quantifiable outcome
- Graduates can apply for ICF PCC level certification (500 coaching hours) upon completing Level 2 program
- +1 more outcomes
Companies that use The Coach Partnership
Customer profileNamed customers20 records
Segments5 records
Ideal customer profiles3 records
The Coach Partnership technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
The Coach Partnership partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- The Works Partnership (TWP)coreSister company that handles executive coaching and leadership development for The Coach Partnership. TWP has specialized in executive coaching and leadership development for over 20 years. TWP executive coaches are certified by Newfield and use the ontological coaching approach taught in The Coach Partnership's programs. Marcus Marsden serves as Managing Partner for both organizations.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
The Coach Partnership competitors and assessment
Company assessmentEmerging players
- Marshall Goldsmith Stakeholder Centered Coaching: Marshall Goldsmith's certified stakeholder-centered coaching program certifies executive coaches globally via a methodology-focused curriculum. Comparable coach certification model targeting executive coaching practice-builders.
- BetterUp: Tech-enabled coaching and mental wellness platform serving enterprise buyers with scalable coaching at lower price points. Represents the technology-enabled direction the coaching industry is moving that TCP's human-delivered model competes against for corporate L&D share.
Broad incumbents
- Heidrick & Struggles (Leadership Advisory): Global executive search and leadership consulting firm with a dedicated coaching and leadership development practice. Comparable enterprise buyer base and executive coaching delivery for senior leaders.
- Center for Creative Leadership (CCL): Established global leadership development institution offering executive coaching education and corporate programs. Overlaps with TCP's corporate leadership development and coach training offerings but operates at much broader scale and across multiple methodologies.
- FranklinCovey: Global leadership and performance consultancy with established coach training, leadership development, and corporate training programs. A broad incumbent competing for enterprise L&D budgets on similar corporate engagements.
- Korn Ferry (Leadership & Culture Practice): Global organizational consulting firm providing executive coaching, leadership development, and team effectiveness services to enterprise. Overlaps with TCP's corporate / TWP-style enterprise offerings but at far larger scale.
Direct peers
- Institute for Coaching Advancement (ICA): International Coach Academy-affiliated school offering ACTP and ACSTH pathways with multiple specialization tracks. Comparable ICF-accredited multi-month certification model targeting aspiring executive and team coaches.
- Coaches Training Institute (CTI): One of the largest ICF-accredited coach training schools globally, offering Co-Active Coaching certification programs across leadership, team, and personal coaching. Competes with TCP for the same cohort of aspiring executive coaches seeking ICF credentials.
- Newfield Network: The originator of the ontological coaching methodology and TCP's methodology licensor; offers the same Newfield Coach Certification globally. Directly comparable program, methodology, and credentialing pathway that TCP delivers in Asia.
- Accomplishment Coaching: ICF-accredited coach training program with modules covering core, team, and executive coaching. Operates a similar global cohort-based certification model that competes for the same aspiring-coach buyer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
The Coach Partnership social profiles
Digital presenceThe Coach Partnership compliance and trust
Trust signalCompliance5 records
The Coach Partnership financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Coach Partnership leadership team
Management profileNumber of profiles
Profiles8 records
The Coach Partnership funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Coach Partnership 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 Coach Partnership
What does The Coach Partnership do?
The Coach Partnership delivers ICF Level 2 accredited ontological coach training programs (a 9-month Newfield Coach Certification plus Health Coach, Team Coach, and Parenting Coach certifications) and executive leadership development services for corporations. Programs are built on an ontological methodology that works at the level of language, mood, and body to enable transformational change, and are delivered via cohort-based training and bespoke corporate engagements through sister company The Works Partnership.
Is The Coach Partnership a public or private company?
The Coach Partnership is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Coach Partnership founded?
The Coach Partnership was founded in 2010. It employs 11 to 50 people.
Where is The Coach Partnership based?
The Coach Partnership is headquartered in Singapore, Singapore, in the Asia region.
How does The Coach Partnership make money?
Four revenue lines are on record. Coach Training Programs are the primary driver. The others are executive Coaching Services, corporate Leadership Development and book Sales.
Who are The Coach Partnership's main competitors?
Emerging players on record are Marshall Goldsmith Stakeholder Centered Coaching and BetterUp. Broad incumbents are Heidrick & Struggles (Leadership Advisory), Center for Creative Leadership (CCL), FranklinCovey and Korn Ferry (Leadership & Culture Practice). Direct peers are Institute for Coaching Advancement (ICA), Coaches Training Institute (CTI), Newfield Network and Accomplishment Coaching.
Does The Coach Partnership have an API?
No public API is recorded for The Coach Partnership.
What industry is The Coach Partnership in?
The Coach Partnership's product category is Executive Coaching and Leadership Development. Its primary akta.pro industry code is EDABANAA, C-Suite & Senior Executive Coaching, with a secondary code of EDAKAKAI, Autism Executive Functioning & Academic Skills Intervention. Its NAICS code is 611430 and its SIC code is 8200.