Creating a Coaching Culture Strategy

Are you interested in creating a coaching culture at work? Organisations from all over the world come to us for our unique methods in designing their coaching culture strategy, and for our track record in developing a coaching culture through coaching courses and leadership development programmes delivered by distance or face-to-face. Businesses are people, and the success of a business depends on the way people manage and work together. Through a combination of coaching, training and planning, we provide managers with new leadership skills to bring about a corporate coaching culture, where people connect, inspire each other and achieve their best performance. Read our articles on “Creating a Coaching Culture”, “The Coaching-Mentoring-Managing Continuum”, “The Coaching Feedback Model” and “Permission Protocol” here.

Creating a coaching culture


We have been established since 2005 and are uniquely positioned to draw on the wisdom of key thought leaders in the fields of coaching and business:

  • Our business and creative partner was the late Sir John Whitmore, pioneer of coaching and co-creator of the GROW model.
  • Our founder, Carol Wilson, worked at board level for 10 years with renowned coach, Sir Richard Branson, who created the legendary coaching culture at Virgin. Carol was a Managing Director of two of the Virgin group of companies, was the first woman in the world to found a successful record label, and signed many top artists, including Sting, The Human League, Orchestral Manoeuvres in the Dark, Tom Petty and Iggy Pop.


Both Sir Richard Branson and Sir John Whitmore wrote Forewords  to Carol’s book “Performance Coaching: A Complete Guide to Best Practice Coaching and Training”” and she has combined her experience of their work and philosophies with 25 years as a corporate MD (at Virgin, Polygram, and Warner Bros) and 19 years as a coach, trainer and consultant on creating a coaching culture.

“The amount of time that people waste on failures, rather than putting that energy into another project, always amazes me. I have fun running the Virgin businesses, so a setback is never a bad experience, just a learning curve.”
Sir Richard Branson.

Corporate coaching culture: what does it mean?

A corporate coaching culture allows people to:

  • take responsibility for their own actions
  • take risks and contribute their own creative ideas
  • treat mistakes and set-backs as valuable learning experiences
  • speak up, challenge and express conflicting views
  • master constructive and motivating coaching feedback
  • feel appreciated and that their contribution matters
  • raise motivation and performance to achieve better results
  • form cohesive and high achieving teams

Creating a corporate coaching culture is challenging, motivating and fun! Even more importantly, everybody benefits. Confidence grows, teams flourish, managers and leaders develop, performance improves and productivity increases. Creativity and ideas abound, stimulating a range of new opportunities.

Developing a coaching culture strategy

A culture is a collective representation of the behaviour of the people in your organisation, behaviour which is driven by each individual’s beliefs, values, motivations, ethics, objectives and aspirations. However, as we all know, changing those influencing factors to drive new behaviours can take time.

To enable you to create a coaching culture strategy in your organisation we provide the following capabilities:

  • design and deliver in-house ILM coaching and mentoring programmes from CEO to junior management level
  • develop your leaders through programmes combining coaching, skills training and whatever other development tools they require, including team building programmes, facilitated board meetings and away-day events to help people cope with change

The impact of coaching skills training as part of your coaching culture strategy

After working with many organisations we have seen a consistent pattern. We believe that this pattern shortcuts the process of creating behavioural change and speeds up the embedding of a genuine coaching culture. The impact of this approach is fast and visible and in our opinion is the most effective way for an organisation to achieve its business objectives.

Time and time again, we have noticed that organisations who choose to implement high quality, practical training in coaching and mentoring skills gain rapid cultural improvements. When the training is purposely designed to enable the leaders and managers to spread coaching behaviours, style and ethics naturally,  the business results quickly follow.


Find out more

Read about the Ten Point Plan for developing a corporate coaching culture in Carol Wilson’s Creating a Coaching Culture Strategy – a Ten Point Plan

Develop a coaching culture in your own workplace

If you want to bring a coaching culture into your organisation,ILM Level 5, ILM Level 7, performance coach training
click for details of the following training courses and workshops:

ILM Accredited Coaching and Mentoring  courses
Coaching and Mentoring workshops
Leading Without Formal Authority training
Unconscious Bias workshops
Mental Health First Aid workshops
Neuroscience in Emotional Intelligence workshopsAssociation for Coaching Accredited Coach Training
Mindfulness workshops
Coaching Keynotes and Conference Speakers
Train the Coach Trainer
Coaching Supervision workshops
Open Performance Coach Training courses
Testimonials from our clients

We deliver in-house programmes worldwide and in all main business languages
Download free coaching articles here

 For further information email us or call  020 7022 4923.