How coaches are using AI to go deeper, stay longer, and earn more
Coaching that compounds.
Start with a free 60 minute AI Discovery to see where AI fits your practice. Go deeper with the AI Masterclass, a paid three session cohort where you map AI across the six steps of your coaching journey, open an agentic-supported practice, and design a modern coaching practice you stay in control of. Plus, where to find us at conferences and partner sessions.
ICF MCC assessorJudit Abri von Bartheld · BCC community
EMCC GlobalDigital and AI Group
PhD ResearchAI Efficacy in Leadership Coaching
Every conversation about AI asks the same question. What does this mean for my role. For coaches, the answer is clearer than most. The skills at the heart of great coaching. Presence, empathy, deep listening, the ability to unlock another person's thinking. These are not the skills AI replaces. They are the skills AI makes more room for.
Why now
Two signals worth naming.
The senior coaches who shape how AI shows up in this profession will be the ones who engage with it on their own terms. Here are the two shifts that matter, and what they actually mean for your practice.
74%
of knowledge workers are already turning to AI for personal support. Including career advice and emotional validation. This is happening in the organizations your clients work in, possibly with the people they lead.
Microsoft & LinkedIn Work Trend Index, 2024
ACC
The ICF Associate Certified Coach standard is now being met by AI coaching agents. The bar has moved. The senior coaches who define what comes next will be the ones who engage now, on their own terms.
Passmore, Tee & Rutschman, Henley Business School, 2025
The format
Two ways to engage.
Start with the AI Discovery to see where AI fits your practice. Go deeper with the AI Masterclass to map AI across the six steps of your coaching journey, open agentic-supported coaching where you review everything before it reaches your client, and design a modern practice that lives between and beyond sessions.
Free, 60 minutes
AI Discovery
A live look at where AI fits your practice.
Duration60 minutes, live
CadenceMonthly
1
The coaching journey
A shared look at the six moments in a coaching practice. Building it, before, during, after, between, and beyond sessions. You see where your time actually goes and where the picture changes when AI is in the mix.
2
AI at different levels
A live coaching scenario, run twice. Once with no context. Once with everything you know about the client. The output changes entirely. You see the difference for yourself.
3
What becomes possible
Presence in sessions. Clients supported between them and beyond the engagement. Marketing rooted in how you actually coach. A picture of what your practice could look like.
All sessions: 11:00 ET, 16:00 UK, 17:00 CET, 18:00 EEST.
Thu 11 Jun 2026
Thu 9 Jul 2026
Thu 13 Aug 2026
Thu 3 Sep 2026
Three sessions, five weeks
AI Masterclass
A modern coaching practice you stay in control of.
Duration3 × 60 minutes
Price€150
Cohort size20 coaches
Worth €500+ on its own.€150 with €100 in CoachNova credit applied to your subscription. Curriculum co-created with Judit Abri von Bartheld, ICF MCC assessor.
1
Map AI across the six steps of your coaching journey
Look at each of the six moments in a coaching practice. Building your practice, before, during, after, between, and beyond sessions. See what AI can support, what it can unlock, and where you remain irreplaceable. By the end of the hour you have a clear, concrete map of where AI fits your practice and a sense of what becomes possible when it does.
2
Open an agentic-supported practice. Stay in control.
AI agents start helping you run your practice. Drafting, surfacing, preparing, following up. You review everything before it reaches your client. Set up on one of your real clients during the session. Two weeks of real interaction. Bring what you saw to your peer cohort and compare notes with credentialed coaches doing the same work.
3
Design the modern coaching practice
Laura, an AI governance and privacy attorney, joins for informed consent and the client conversation. Then we design the packages and subscriptions that fit. Different price points, different intensities. The shape of a modern practice that works between and beyond the session, where AI extends your craft and you stay at the centre of every relationship.
All sessions: 11:00 ET, 16:00 UK, 17:00 CET, 18:00 EEST.
Cohort 2 (June to July)
Fri 19 Jun 2026Session 1
Tue 7 Jul 2026Session 2
Tue 21 Jul 2026Session 3
Cohort 3 (September to October)
Tue 8 Sep 2026Session 1
Tue 22 Sep 2026Session 2
Tue 6 Oct 2026Session 3
If the Masterclass does not earn its place in your practice after all three sessions, we refund you in full.
What you walk away with
Three things, whichever path you take.
1
A clear map of where AI fits your practice
You leave knowing exactly which moments in your practice AI can carry, and where you remain irreplaceable. No hype. No abstraction. The map is yours to keep.
2
Hands on experience in real coaching contexts
Discovery: a live scenario with the AI tool you already have. Masterclass: a clear map of AI across your six coaching steps by end of Session 1, agentic-supported practice live on a real client by Session 2, with you reviewing everything before it reaches them. Either way, not theoretical.
3
The confidence to bring AI into your practice ethically
Informed consent, client privacy, and how to have the AI conversation with confidence. The Masterclass goes deeper here with a privacy attorney on Day 3, but the Discovery already gives you the foundation.
Co-created with the profession
Made with the people who set the standard.
Becoming a Credentialed Coach
Judit Abri von Bartheld is an ICF MCC assessor and founder of BCC, one of the most respected voices in the profession on coaching standards and practice. She co-designed this workshop with CoachNova.
EMCC Global
Louise contributes to the EMCC global thought leadership team on AI in coaching. In May 2026 she hosts an in-person AI Lab at the EMCC Global Conference in Zagreb, the first time EMCC has run this format at a global event.
Independent Research
In early-stage collaboration with three PhD researchers, all from psychology backgrounds, on the efficacy of AI in leadership coaching. The intersection of rigour and practice is where the real answers will come from.
Find us at
Conferences and partner sessions this season.
Beyond our own Discoveries and Masterclasses, here is where we are showing up in the broader profession over the next few months.
Tue 12 May 2026EMCC Global AI LabEMCC Global Annual Conference, Zagreb. Louise running the AI Lab session, the first time EMCC has run this format at a global event.Conference info →
Thu 21 May 2026BCC AI Lab Open SessionInside the BCC credentialed coach community. Hosted with Judit Abri von Bartheld, ICF MCC assessor.BCC community →
Thu 18 Jun 2026BCC AI Lab Open SessionInside the BCC credentialed coach community. Hosted with Judit Abri von Bartheld, ICF MCC assessor. 16:00 UK, 10:00 EST.BCC community →
Thu 16 Jul 2026BCC AI Lab Open SessionInside the BCC credentialed coach community. Hosted with Judit Abri von Bartheld, ICF MCC assessor. 16:00 UK, 10:00 EST.BCC community →
Common questions
What people ask before signing up.
The Discovery is a free 60 minute taster. You see how AI fits in coaching, try it live, and decide if you want to go deeper. The Masterclass is a paid three session deep dive over five weeks. You map AI across the six moments of your coaching practice, open an agentic-supported approach on one real client, and design the packages and subscriptions that fit. You review everything before it reaches your client. Most coaches start with the Discovery.
Each cohort is capped at 20 coaches. Small enough that peer feedback is real and conversations stay personal. Large enough that the cohort has a range of perspectives across regions, sectors, and styles of practice.
No. The sessions work for coaches at every level of AI familiarity. Most attendees have used ChatGPT casually but not for coaching. That is exactly the right starting point.
For the Discovery, yes. A free account with ChatGPT, Claude, or Gemini. For the Masterclass, you use CoachNova's own AI (Nova) on a client of your choice.
Because it is the on-ramp into CoachNova. €100 of your fee comes back as platform credit, applied automatically to your subscription when you start using Nova on a real client during the cohort. We priced it for the coaches who are ready, not for what the work is worth.
We are honest about CoachNova from the start. The Discovery works with any AI tool, and the insights are yours to keep regardless. The Masterclass uses Nova because that is where we have built real depth. You leave with a clear map of where AI fits your practice, a real client setup, and the language to talk about it with confidence. Not a sales call.
We recommend all three for the full experience, but each session stands on its own. We share recordings if you miss one.
If the Masterclass does not earn its place in your practice after all three sessions, we refund you in full.
Passmore, Tee & Rutschman at Henley Business School (2025) on AI coaching agents meeting the ICF ACC standard. The Microsoft & LinkedIn Work Trend Index (2024) on knowledge workers turning to AI for personal support. Full references and the rest of the field's recent research are shared during the sessions.
The Long Game
Coaching that compounds.
Every two weeks. Five minutes. A featured coach from our community, the latest research on AI in coaching, and the questions coaches are asking us most.
