Centre For Coaching

What Centre For Coaching does

Centre for Coaching (CFC), a South African private company founded in 2001, provides accredited integral coach training programmes and leadership coaching services for individuals and enterprises. The firm operates from Cape Town as a Specialised Centre affiliated with the University of Cape Town's Graduate School of Business, with a secondary office in Switzerland under Managing Partner Daniel Ahlers. Its portfolio spans ICF and UCT-accredited certification programmes (Coaching for Development, a six-month ICF Level 1 course; and Professional Coaching Course, a one-year ICF Level 2 course), a Leadership Conversations short-course series, bespoke corporate coaching solutions, and a recently launched vertical programme for medical professionals (CSMP). Delivery is conducted through an international pool of more than 300 certified integral coaches and 100+ facilitators, with the company having certified over 2,000 coaches across six continents and serving blue-chip enterprise clients including Standard Bank, ABSA, Barclays, BMW, Old Mutual and British American Tobacco.

The company's core intellectual property is the Integral Coaching methodology — co-developed with New Ventures West (San Francisco) — which develops leaders across four domains: self-awareness, somatic awareness, relational awareness and systems awareness. Programmes are delivered primarily through live-virtual Zoom, supported by a proprietary technology stack comprising the Dialogue student portal, the Scout enquiry/application system, the UCT GSB online portal, and a Coach Management Solution built on Coaching.com for enterprise clients. CFC monetises through a multi-stream model: high-ticket individual certification programmes (ZAR 69,300 for CfD; ZAR 145,950 for PCC), modular Leadership Conversations short courses (ZAR 4,500–9,000), bespoke corporate engagements, and the newly introduced CSMP subscription product. Go-to-market is hybrid — open enrollment via online enquiry for individuals, and consultative direct sales to enterprise clients — with triple accreditation (ICF Levels 1 and 2, UCT GSB, NVW) and a 23-year operating track record providing defensible market positioning.

Name

Centre For Coaching

Legal name

Centre for Coaching (Pty) Ltd

Website

https://centreforcoaching.co.za

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Centre for Coaching is a Cape Town-based accredited coach training and leadership development firm delivering ICF and UCT-certified Integral Coaching certification programmes, short courses, and corporate coaching services through a network of 300+ coaches across six continents.

Ownership category

akta.pro rank

Product category

Executive Coaching and Leadership Development

NAICS

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

SIC

Services-Educational Services (8200)

akta.pro primary industry

Team & Group Executive Coaching (Leadership Teams) (EDABANAF)

akta.pro secondary industries

C-Suite & Senior Executive Coaching (EDABANAA), Strategy, Decision-Making & Business Acumen Coaching (EDABANAH), Executive Presence & Communication Coaching (EDABANAE)

Keywords

• Executive coaching services
• Leadership development training
• Coach certification programmes
• Corporate coaching solutions
• Professional coaching courses

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Coaching Certification Programmes: 6-month Coaching for Development course (R69,300 ex VAT) and 1-year Professional Coaching Course (ZAR 145,950 ex VAT) providing coach practitioner certification with ICF and UCT accreditation. These are the primary revenue streams.
2. Leadership Short Courses: Individual short courses in the Leadership Conversations series priced at ZAR 4,500 per 1-day course or ZAR 9,000 for 2-day Leader as Coach course. UCT-registered short courses delivered virtually via Zoom.
3. One-on-One and Team Coaching Services: Corporate coaching solutions including executive coaching, team coaching, and group coaching delivered through an international pool of qualified coaches. Customised to organisation needs.
4. Healthcare Coaching Programme: Coaching Skills for Medical Professionals (CSMP) - 6-week online programme for doctors at £750-900 (UK/Europe) or R16,500-19,800 (South Africa/Africa).

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Centre for Coaching is a specialised centre at the University of Cape Town Graduate School of Business that delivers ICF-accredited integral coach training programmes (Coaching for Development and Professional Coaching Course) and a portfolio of leadership short courses. It also provides one-on-one, team, and group coaching services to enterprise clients through a global pool of 300+ certified integral coaches. All offerings are built on the proprietary Integral Coaching methodology developed in partnership with New Ventures West (USA).

Product overview

Centre For Coaching offers a portfolio of coaching and leadership development products built around its proprietary Integral Coaching methodology. The core portfolio consists of certification programmes (Coaching for Development and Professional Coaching Course), a Leadership Conversations series of six short courses, and bespoke Corporate Solutions including One-On-One, Team, and Group Coaching. The Coaching Skills for Medical Professionals is a specialised vertical programme. All offerings are delivered virtually via Zoom and are accredited through the University of Cape Town Graduate School of Business and the International Coaching Federation, in partnership with New Ventures West (USA). The company also provides a Coach Management Solution for organisational clients. Pricing ranges from ZAR 4,500 per one-day course to ZAR 145,950 for the year-long Professional Coaching Course.

Differentiator

Problem solved

Functional benefit

Brands

• Coaching for Development (CfD): Six-month ICF Level 1 accredited integral coaching certification programme
• Professional Coaching Course (PCC)
• Leadership Conversations Series
• Coaching Skills for Medical Professionals (CSMP)

Products and services

• Coaching for Development Course Six-month online ICF Level 1 accredited integral coach training programme providing 90 Approved Coach Specific Training Hours. Designed for aspiring professional coaches, HR professionals, consultants, and career changers seeking ICF-recognised coach practitioner certification.
• Professional Coaching Course Year-long ICF Level 2 certification programme providing 196 Approved Coach Specific Training Hours across four modules and 16 contact days. Combined with Coaching for Development, fulfils 286 hours toward ICF Master Certified Coach (MCC) credential. Prerequisite: completion of Coaching for Development.
• Coaching Skills for Medical Professionals (CSMP) Six-week online course for medical doctors in high-pressure clinical environments covering coaching conversations, feedback, courageous communication, trust-building after complaints, and personal renewal. UCT-accredited with CPD points. Developed with Prof. Cathryn Edwards OBE.
• Leadership Conversations Series Series of six UCT-registered short courses for individual leaders covering Leader As Coach (2 days), Alignment & Delegation (1 day), Feedback & Development (1 day), Confronting with Courage (1 day), Building & Rebuilding Trust (1 day), and Mentor – Amplifying Talent (1 day). Priced at ZAR 9,000 for the 2-day course or ZAR 4,500 per 1-day course. Delivered live-virtually via Zoom.
• One-On-One, Team and Group Coaching Individual, team, and group coaching services delivered by certified Integral Coaches for blue-chip corporate clients. Builds leadership capacity across self-awareness, somatic awareness, relational awareness, and systems awareness.
• Customised Accredited Coaching Training for Organisations Bespoke ICF and UCT-accredited coaching programmes designed and delivered for organisational needs. Enables internal coaching capacity building and development of in-house certified coaches within client organisations.
• Tailored Leadership Programmes Custom-designed leadership development programmes co-created with clients to meet specific organisational transformation goals and strategic objectives.

Quantifiable outcome

• Coached 30 leaders across 3 countries for Standard Bank Group with outstanding results in 2025
• +3 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature2 records

Partnerships

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

• University of Cape Town Graduate School of Business (UCT GSB)flagshipStrategic or Co-development Partner · 1 January 2001Centre for Coaching is a Specialised Centre based at UCT GSB since 2001. All programmes are registered through the Faculty of Commerce as UCT short courses. GSB is a global top-100 executive business school, recently ranked 11th globally for EMBA by CEO Magazine. The partnership provides academic rigour, executive education infrastructure, and global credibility.
• New Ventures West (NVW)coreStrategic or Co-development PartnerNew Ventures West, founded in 1987 in San Francisco, is one of the leading coaching schools in the USA. CFC is a Learning Partner of NVW, delivering their Integral Coaching methodology. NVW provides internationally renowned accreditation and trains CFC faculty. The partnership enables global delivery of solutions worldwide through the Global Integral Coaching Alliance.
• International Coaching Federation (ICF)coreStrategic or Co-development PartnerICF is the leading global organisation for coaching professional standards. CFC programmes are ICF-accredited: Coaching for Development provides Level 1 (90 hours) and Professional Coaching Course provides Level 2 (196 hours) Approved Coach Education hours. Combined 286 hours fulfil MCC credential requirements. ICF accreditation provides international professional recognition for graduates.
• Coaches & Mentors Society of South Africa (COMENSA)coreOthersCOMENSA is the professional body for coaches and mentors in South Africa. CFC is a founding member of COMENSA. Janine Ahlers is a founding member of both COMENSA and CETASA (Coach Educators and Training Association of SA). CFC participates in COMENSA awards and events.
• Coach Educators and Training Association of South Africa (CETASA)minorOthersProfessional association for coach educators and training institutions in South Africa. Janine Ahlers is a founding member.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• New Ventures West: San Francisco-based coaching school founded in 1987 that originated the Integral Coaching methodology CFC delivers. CFC is a formal Learning Partner of NVW, and the two organisations share faculty, methodology IP, and accreditation frameworks.
• Centre for Creative Leadership (CCL): Global leader in executive coaching and leadership development research, delivering open-enrolment and customised programmes to Fortune 500 executives. Direct peer in leadership coaching, with comparable accreditation and university affiliations, but at much larger scale.
• Marshall Goldsmith Stakeholder Centered Coaching: Premier executive coaching certification programme run by globally renowned coach Marshall Goldsmith. Competes with CFC's Professional Coaching Course for aspiring senior executive coaches pursuing internationally recognised credentials.

Broad incumbents

• Korn Ferry: Global organisational consulting firm with a substantial leadership development and executive coaching practice. Provides leadership solutions to many of the same blue-chip enterprise clients (banks, automotive, FMCG) that CFC serves.
• DDI (Development Dimensions International): Global leadership development firm offering leadership programmes, assessment, and executive coaching to multinational enterprises. Overlaps with CFC's corporate solutions offering but operates at much larger scale with broader portfolio.
• FranklinCovey: Global leadership and effectiveness training company offering leadership development, coaching, and content to enterprise clients. Overlaps with CFC's Leadership Conversations series and corporate leadership development offerings.
• BetterUp: US-based digital coaching platform valued at $4.7B serving enterprise clients globally with technology-enabled coaching. Represents the scaled, tech-enabled competitive model that contrasts with CFC's boutique, methodology-led approach.
• CoachHub: European digital coaching platform offering enterprise coaching at scale. Comparable in targeting enterprise leadership development but differentiated by technology-driven delivery versus CFC's live-virtual methodology focus.

Others

• Coaches & Mentors Society of South Africa (COMENSA): Industry body of which CFC's founder Janine Ahlers is a founding member. Provides industry standards, awards (including CFC's 2026 Best L&D Intervention), and accreditation frameworks in the South African coaching market.
• University of Cape Town Graduate School of Business (UCT GSB): Host institution of CFC since 2001 as a Specialised Centre. Provides academic accreditation, infrastructure, and brand credibility. Functions as both a strategic partner and an institutional affiliate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/centre-for-coaching
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• Facebookfacebook.com/Centre4Coaching

Compliance5 records

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 Centre For Coaching