art of coaching

What art of coaching does

Art of Coaching (Art of Coaching LLC) is a privately held, founder-owned coaching education company headquartered in Phoenix, Arizona with a secondary address in Atlanta, Georgia. Founded and operated by Brett Bartholomew, the company sells leadership and communication training to strength and conditioning coaches, business executives, educators, military and first-responder personnel, and creators. Its commercial offering rests on three flagship online courses (Bought In, Valued, Blindspot) priced at $497 each, delivered through the Teachable platform with lifetime access, alongside a 2-day live workshop called The Apprenticeship that sells at three price tiers ($849, $1,199, $1,399), 1-on-1 executive coaching, group mentoring through The Coalition, and an annual conference branded N.O.B.S.

The underlying technology stack is entirely composed of third-party, off-the-shelf tools — Teachable for course delivery, WooCommerce for the merchandise shop, Stripe for payments, and ActiveCampaign, Hotjar, and Google Analytics for marketing and analytics — with no proprietary platform or AI components. The company's defensible IP is content and methodology rather than software: proprietary frameworks (Conscious Coaching, 3E Value Progression, FIRE), a 430+ episode podcast, and the best-selling book Conscious Coaching published by Portfolio/Penguin Random House, which achieved #1 in Sports Coaching and #8 in Business & Leadership on Amazon. The Apprenticeship also awards 1.8 NSCA continuing education credits, embedding the offering into the formal credentialing path for strength and conditioning professionals.

The business model combines one-time purchases (courses, events, books, merchandise) with recurring subscription revenue from coaching and The Coalition group mentoring. Distribution is product-led and community-led, anchored by free downloadable resources, lead-magnet webinars, and a prolific podcast that funnels listeners into paid courses and live events. Marketing reach spans 22 countries, and Bought In has been adopted by universities worldwide. The company operates with 1-10 employees, has no disclosed institutional or venture funding, and is operated entirely by its founder, who also leads all keynote speaking, inservices, and consulting engagements personally.

Name

art of coaching

Legal name

Art of Coaching LLC

Website

https://artofcoaching.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Art of Coaching is a founder-owned coaching education company offering online courses, a 2-day live workshop, executive coaching, a podcast, and a best-selling book on leadership communication, power dynamics, and behavior change for coaches, executives, educators, and creators worldwide.

Ownership category

akta.pro rank

Product category

Professional Coaching and Leadership Development Services

NAICS

Professional and Management Development Training (611430), Sports and Recreation Instruction (611620)

SIC

Services-Educational Services (8200)

akta.pro primary industry

1:1 Speech, Rhetoric & Communication Coaching (EDAMAOAK)

Keywords

• Leadership coaching services
• Professional development courses
• Executive coaching programs
• Communication training
• Strength and conditioning education

GTM type

B2C

Offering type

Services

Revenue model

1. Online Courses: Self-paced online video courses sold with one-time payment or installment plans. Includes Bought In, Valued, and Blindspot courses delivered on Teachable platform with lifetime access.
2. Live Events & Workshops: The Apprenticeship is a 2-day in-person workshop with tiered pricing (Foundations, Slide Access, Strategy passes). Speaker School and The Non-Superficial Bullshit Conference are additional event offerings.
3. Executive Coaching & Mentoring: 1-on-1 executive coaching services and group mentoring through The Coalition program.
4. Book Sales: Conscious Coaching: The Art & Science of Building Buy-in, a best-selling book published by Portfolio/Penguin Random House, available for pre-order.
5. Merchandise: Branded apparel including t-shirts, hoodies, jackets, mugs, and accessories sold through the online shop.
6. Speaking & Consulting: Brett Bartholomew is available for keynote speaking engagements, inservices, and consulting for organizations.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Art of Coaching sells self-paced online courses, live in-person workshops, executive coaching, group mentoring, a podcast, and a book focused on leadership, communication, and behavioral coaching. Its flagship offerings include the Bought In, Valued, and Blindspot online courses plus the 2-day Apprenticeship live event, designed for coaches, leaders, executives, and educators.

Product overview

Art of Coaching is a coaching education and leadership development company offering a platform-plus-modules architecture centered on its founder Brett Bartholomew. The core offerings include three flagship online courses: Bought In (communication and buy-in), Valued (career sustainability), and Blindspot (product creation). These are supplemented by in-person programming (The Apprenticeship 2-day workshop, Speaker School, N.O.B.S. Conference), coaching services (Executive 1-on-1 Coaching, The Coalition group mentoring), a podcast, and the best-selling book Conscious Coaching. The company also operates a merchandise shop. All offerings focus on power dynamics, persuasion, behavior change, and strategic communication for coaches, leaders, and educators.

Differentiator

Problem solved

Functional benefit

Brands

• Bought In: Flagship online course teaching the science behind Art of Coaching, focusing on building buy-in, creating trust, resolving conflict, and building strong relationships with coaching staff. Adopted by universities worldwide.
• Valued
• Blindspot™
• The Apprenticeship™
• The Non-Superficial Bullshit Conference (NOBS)
• The Coalition

Products and services

• Bought In Self-paced online course that teaches leaders and coaches how to earn buy-in and build genuine influence with stakeholders, grounded in behavioral science.
• Valued Self-paced online course focused on the human side of leadership, helping coaches and leaders communicate value and strengthen relationships.
• Blindspot Self-paced online course introducing the 3E Value Progression framework and FIRE Model to help leaders identify blind spots and combat burnout.
• The Apprenticeship 2-day live in-person workshop that brings together coaches and leaders for hands-on training on communication, influence, and behavioral coaching skills.
• Executive Coaching (1-on-1) One-on-one executive coaching engagement with founder Brett Bartholomew, tailored to leaders seeking personalized development in communication and influence.
• The Coalition Group mentoring program providing a community and structured learning environment for coaches and leaders pursuing ongoing development.
• Speaker School Training program teaching coaches and leaders how to deliver more effective presentations and speaking engagements.
• Non-Superficial Bullshit Conference Annual live conference gathering coaches and leaders for peer-led sessions, networking, and content focused on real-world coaching practice.
• Conscious Coaching Book Published book by Brett Bartholomew on the conscious coaching methodology, distributed through Amazon and other book retailers.
• Art of Coaching Shop (Branded Merchandise) E-commerce shop selling branded apparel, accessories, and mugs featuring Art of Coaching designs and messaging.

Quantifiable outcome

• Conscious Coaching book ranked #1 BESTSELLER IN SPORTS COACHING ON AMAZON and #8 BESTSELLER IN BUSINESS & LEADERSHIP
• +2 more outcomes

Named customers5 records

Segments5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Podcast PartnersminorGTM or Marketing PartnerPodcast sponsorship and partnership program allowing brands to reach the Art of Coaching podcast audience. Partners receive promotional placement within podcast episodes.
• Promotional PartnersminorGTM or Marketing PartnerAffiliate and promotional partner program for courses.artofcoaching.com, allowing partners to promote courses and receive commissions or benefits.
• Apprenticeship Licensing PartnersminorChannel Partner/ Reseller/ DistributorLicensing opportunities exist for organizations wishing to host The Apprenticeship in their locations. Hosts receive discounted or free attendance in exchange for venue provision and marketing efforts (minimum 10 paying participants required).
• NSCAcoreOthersPartnership with National Strength and Conditioning Association for Continuing Education Credits (CEUs). The Apprenticeship awards 1.8 NSCA CEUs for professional development.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• BetterUp: Enterprise coaching and leadership-development platform with AI-augmented matching and measurable outcomes. Comparable problem space (executive coaching/leadership development) but B2B/enterprise-centric, in contrast to Art of Coaching's D2C-first approach.
• Gallup: Global leader in strengths-based leadership development (CliftonStrengths) with certified coach network and enterprise training. Overlaps Art of Coaching's leadership and behavior-change value proposition at a much larger institutional scale.
• MasterClass: Subscription-based premium online education platform featuring world-class instructors producing video courses. Comparable premium self-paced delivery model, though broader in subject matter and lacking the live-event and 1:1 coaching layers.
• Tony Robbins / Robbins Research International: Established personal-development and leadership brand offering premium courses, live events, and 1:1 coaching at scale. Comparable business model (founder brand + premium events + coaching) but far larger and more diversified than Art of Coaching.
• LinkedIn Learning: Mass-market professional development video library with subscription pricing. Adjacent in leadership and communication content, but commodity-priced and lacking Art of Coaching's premium cohort, event, and coaching ecosystem.

Direct peers

• Positive Intelligence: Mental-performance and coaching program founded by Shirzad Chamine targeting leaders and high-performers. Comparable to Art of Coaching's Bought In / Valued positioning — research-backed methodology, premium cohort programs, and an author/founder brand.
• Institute of Motion (IOM): Performance-coaching education company serving S&C coaches and human-performance professionals. Comparable premium positioning and target audience to Art of Coaching's coach-effectiveness curriculum.
• Mindvalley: Personal-growth and human-performance course platform featuring celebrity instructors and premium self-paced programs. Closely matches Art of Coaching's model of thought-leader-led premium courses, events (Mindvalley University), and a global, English-speaking audience.
• SimpliFaster: Education and content platform specifically for strength and conditioning coaches — directly overlaps Art of Coaching's primary S&C coach segment with courses, articles, and certification-style content.

Others

• National Strength and Conditioning Association (NSCA): Certifying body for S&C professionals and current Art of Coaching partner for CEU credits. Not a competitor — included as an adjacent ecosystem participant that channels trust and demand toward or away from AoC's curriculum.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@BrettBartholomewCoach
• LinkedInlinkedin.com/company/artofcoaching

Revenue estimate

Valuation estimate

Number of profiles

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 art of coaching