SHARE. EMPOWER. THRIVE
BECOME A BUSINESS COACH
We train talent for business coaching.
If you are looking for inspiration, affirmation, or a faster way into coaching, this programme may be for you.
It is a professional qualification, a personal transformation journey.
And personal transformation is testing.
That journey led her to the SA Business Coaches Business Coach Training Programme. What began as a curiosity soon became a personal and professional transformation. Over five months, she immersed herself in a rigorous programme accredited by the International Coach Register (ICR), aligned with ISO 17024 standards, and recognised through COMENSA and SAQA pathways. She learned far more than coaching conversations. She mastered proven frameworks, business coaching methodologies, practical application, assessment, and the disciplines required to coach business owners, executives, and leaders with confidence and credibility.
Today, Sarah runs a thriving coaching practice. Like many graduates before her, she describes the experience as “life-changing.” She discovered a new professional trajectory, gained competencies that immediately created value for clients, and joined a community of highly skilled coaches committed to helping businesses thrive. As previous graduates have shared, the programme is comprehensive, practical, professionally delivered, and often pays for itself through the opportunities it creates.
Whether you are a retiree, a second-career professional, an aspiring coach, or someone who has always dreamed of helping businesses succeed, your next chapter could begin here. The business world needs experienced people who can coach with credibility, competence, and measurable impact.
We offer a fully internationally accredited business coach qualification, also credentialed by SAQA through COMENSA, for professionals committed to operating at a defensible, world-class standard. This programme is built for those who intend to practise business coaching in complex organisational environments—not for convenience, not for casual interest.
Over five months and five intensive modules, you will design a structured business plan to apply your learning while being assessed against measurable competence thresholds. Each module requires 25–30 hours of structured online preparation, validated through knowledge checks, before you step into 13 immersive, hands-on practical days. This preparation is mandatory. The assessment is non-negotiable. Symbolism has no place here.
Created by practising credentialed business coaches, industrial psychologists, and business experts, the programme is grounded in the realities of organisational intervention. When accrediting it, the International Coach Register—an ISO 17024 and Lloyds of Holland compliant body—called it the most comprehensive business coaching course in Europe.
We did not design it to be flexible for convenience. We designed it to withstand scrutiny. The programme is intentionally structured, thorough, and evaluative.
This programme is not positioned as a general introduction to coaching, nor as a pathway for casual or exploratory interest. It is intended for professionals who are prepared to meet internationally aligned criteria and to be assessed against them.
Those who complete the qualification do so having demonstrated competence at a level that withstands scrutiny in both national and global corporate contexts.
If you are seeking inspiration or entertainment, this is not the right programme.
If you are prepared to be evaluated against international standards, it may be.
Approved COMENSA Silver Training Provider Programme
International and Local Accreditations
The International Coach Register
Compliance Body
Approved Silver Training Provider
TIMETABLE FOR ONLINE TRAINING
Forget overcrowded, cookie-cutter courses. We run three exclusive intakes a year—March, August, and October—capped at just twelve delegates. That’s it. No exceptions.
We close admissions two weeks before the course, so you actually have time to engage with the online material—because half-baked participation isn’t our style.
Curious? Brave enough to break away from the ordinary? Book a call or send us an email below. If you’re looking for safe, forget-it-now training, this isn’t for you.
| Month | August 2026 | September 2026 | October 2026 | November 2026 | December 2026 | Totals |
|---|---|---|---|---|---|---|
| Module | Module 1 | Module 2 | Module 3 | Module 4 | Module 5 | |
| Course | Fundamentals of Coaching | The Psychology of Business Coaching | Putting the Business Into Business Coaching | Installing Business Coaching | Managing Your Professional Business Coaching Practice | |
| Dates | 6th, 7th & 8th August | 10th, 11th & 12th September | 8th, 9th & 10th October | 5th & 6th November | 10th & 11th December | 13 days |
| Cost | R 8 000 | R 8 000 | R 8 000 | R 6 500 | R 6 500 | R 37 000 |
| VAT | R 1 200 | R 1 200 | R 1 200 | R 975 | R 975 | R 5 550 |
| Total | R 9 200 | R 9 200 | R 9 200 | R 7 475 | R 7 475 | R 42 550 |
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FREQUENTLY ASKED QUESTIONS
What does Accreditation mean and why is it important
- Any course that includes neuroscience techniques and principles does not necessarily mean it will automatically accredit or credential you
- There is currently no regulation in the coaching industry
- Accreditation seeks to standardize coaching so that the users of coaching i.e. our clients, can trust our competence
- When clients trust coaches the industry benefits and thrives
- There are approximately 11 international accreditation bodies globally
- Accreditation means that you have qualified through a body whose criteria you have met and been declared competent
- In the coaching environment it also means that you are competent to coach in a particular manner
- The question is “Which accreditation body do you accredit with?”
- South African Qualifications Authority (SAQA) recognizes COMENSA as the official accreditation body in South Africa
- COMENSA uses the word Credentialed rather than Accredited
- COMENSA currently has 9 criteria for credentialing
- COMENSA has 3 levels of credentialing
- The trend in South African Government departments is to request COMENSA Credentialed coaches (above other accreditations)
- Many South African Corporate entities are beginning to request COMENSA credentialed coaches
- If you are not credentialed, then you may not be employed as a coach and may not earn money
- Not all businesses require a coach to be credentialed
- The SA Business Coaching training course is registered with COMENSA and as a result of this you can credential with COMENSA after completing it
- The SA Business Coaches training course is Internationally Accredited by the ICR – International Coach Register
- The International Coach Register (an ISO 17024 and Lloyds of Holland accreditation body) has accredited the SA Business Coaches training course
- Once you complete our course you can apply to the ICR for International Accreditation
- By doing a coach training course you are not immediately accredited
- You must comply with the accreditation body’s criteria before you can become a credentialed or accredited coach
- This means you need to submit proof of coach training, coaching hours, essays, and “online knowledge tests”, amongst other requirements
Why choose to do your business coach training with SA Business Coaches
- We use the LATEST Neuroscience discoveries and methods in our training, so you are at the cutting edge of human technology
- The SA Business Coach training course enables your ability to business coach
- The quality process ensures that the course is accredited, valid, reliable, current, credible and well presented
- Previously, our course designers have developed and designed executive MBA programs on strategy and leadership
- Once you have completed your business coach training with SA Business Coaches, you will be competent to business coach
- You will learn a unique, effective, and innovative business coaching framework and methodology
- This framework and methodology will benefit you in your business coaching assignments, client acquisition and career
- You will also feel competent to business coach
- We prepare you to coach in the 5-business coaching environments
- Not all coaching is equal and certainly not business coaching. Clients request experience and a framework in business coaching
- The course has been designed with neuroscience, adult learning principles and approaches in mind
- Course designers are industrial psychologists, training experts, business coaches and experts, and information technology consultants
- It is a blend of online training, online quizzes, practical coaching, facilitated coaching, on-the-go evaluations, and practical coaching days.
- The content of the course is coaching and business coaching
- The course is divided into 5 modules each dealing with a different aspect of business coaching – please see the course timetable for more information
- The course is not a therapy-based life coaching course; it is a bona fide neuroscience business coaching course
- Most coaches and coach training providers base their coaching on a framework
- SA Business Coaches framework is a bona fide business process business-coaching framework like Six Sigma, TOC, BPE or TQM
- The methodology is focused on business principles, people-orientation and personal mastery
- We do not follow a Therapy-based coaching approach but rather a Business Coaching approach
- We include neuroscience, psychology, organizational development, and business principles when we coach individuals or teams in business
- Facilitators on the course are professional business coaches who have Qualified through the course
- Personal interviews and in-depth explanations are given to all delegates who show an interest in training as a SA Business Coach
- All delegates are interviewed about their desire to become a business coach and the commitment required of this course
- Past delegates progressed to establish successful business coaching practices or have included business coaching in their product or service offerings
Size of the business coaching market
- We are often asked if the business coaching industry is sustainable and viable
- If you plan well, you can create a sustainable coaching business with a good income
- Business Coaching is becoming a profession and as with many professions there are structures and systems to adhere to
- We teach our delegates the competence of business coaching and not simply coaching skills; there is a vast difference
- There are various markets for business coaching
- Neuroscience is not a market – it is a technique and an approach to coaching
- There may be markets that require a coach to know about and use neuroscience techniques, and therefore you are at the right place with SA Business Coaches
- Each market varies in size and structure
- When you choose your market, you choose a potential to earn and survive
- We discuss whether the market you are considering is sustainable enough to provide for you and your family
- For example, the Small and Micro Enterprise (SME) market is estimated to have 2,7 million businesses
- Statistics show that these entities employ 50% of the working population
- Each of these businesses needs to be sustainable
- Each of these businesses needs a business coach
- Corporate South Africa is one of the biggest users of coaching
- Government is becoming a user of coaching as they realize the answer to competence is through developing its employees and people
- The growth of the business coaching industry in South Africa is currently undefined and estimates show that the trend over the next 5 years is that the industry will grow at approximately 10 to 15% per annum
- There are over 100 niches in the business coaching industry and each niche is a sustainable opportunity for the competent business coach
What is Business Coaching
- Neuroscience is a form of technique sometimes used in coaching
- Business coaching is the coaching of an individual or a team of individuals within an entity for example a business, NPO, etc.
- This entity could be a for-profit or not-for-profit entity
- What is confusing in the business coaching industry is that some coaches call themselves life coaches, yet they coach in business
- By definition and genre, many life coaches use a therapy-based approach to coaching
- There are at least 26 different coaching genres many of which emanate from psychology
- This type of “coaching” may or may not be appropriate in business; but how do you know?
- Many businesspeople do not require therapy nor a therapy-based coaching intervention
- SA Business Coaches business-coaching differs from this style of therapy-based life coaching in business
- We train our coaches using state of the art Neuroscience, Personal Psychology, Team Coaching, and Business Coaching coaching approaches
- Using a tried and tested business-coaching framework and business-coaching methodology, differentiates the life coach coaching-in-business from the SA Business Coach
- Many executives, employees, entrepreneurs, and business owners require insights, from a coaching intervention, not only into themselves but so too into business and people they work with
- Using a tried and tested business-focused framework and methodology ensures business coaching professionalism, accuracy, validity, reliability, and client satisfaction
- A Qualified SA Business Coach will coach the individual-in-business and not simply the individual
- Executives and people in business have patterns, habits, beliefs, and values all of which are coached in a business situation
- SA Business Coaches uses a business-coaching framework and methodology which departs from the therapy basis toward a business coaching basis ensuring a quality-based holistic business coaching outcome
- The real outcome is the satisfaction of both the client and the business coach, our system provides both
- In summary, generally business coaching today is practiced using genre-based therapy-styled life coaching
How is this Programme Different
- SA Business Coaches uses a tried and tested business-coaching framework and methodology
- This means that the coaching conversations are client and business focused
- Imagine a torch being shone on a topic
- The client is the torch, and the topic is the business coaching need or outcome
- Often, the outcome the client brings to the coaching session is not the best outcome for them nor the situation
- An SA Business Coach, using the framework and methodology, has a better than average chance of assisting the client discover their real need or outcome
- Like a systemic coaching session, the framework follows a 5-point process
- Naturally in the hands of an expert coach, this 5-point process is simply a guideline to super-effective business coaching outcomes
- When the torch is focused on either business, people or a personal challenge, the framework and methodology co-create an environment of dual excellence
- We teach the business coach how to satisfy the client by moving what the client wants and needs into the clients’ field of perception
- We do this by teaching delegates our tried and tested business coaching framework and methodology
- Using a tried and tested business-coaching framework and business-coaching methodology, differentiates the life coach coaching-in-business from the bona fide business coach
- This ensures business coaching professionalism, accuracy, validity, reliability and client satisfaction
- A Qualified SA Business Coach will coach the individual-in-business and not simply the individual
- SA Business Coaches uses a business-coaching framework and methodology which departs from a therapy basis of coaching toward a business coaching basis ensuring a quality-based holistic business coaching outcome
Coaching vs Business Coaching – the SA Business Coaches Way
- Differentiation of these two concepts is at the heart of business coaching
- Coaching or Life Coaching has grown out of several disciplines
- To name a few, therapy, psychology (5-subcultures), sociology, anthropology and management
- Coaching is a true methodology. It concentrates on directing, instructing and training either an individual or a group of people with the only aim to attain certain goals and objectives: History of Coaching – A True Insight into Coaching
- If we accept the definition above, that coaching is a true methodology, then so too must business coaching be a true methodology
- Often, in a business coaching environment, users of coaching are subjected to therapy-based coaching whether this is what they require or not
- Therapy-based life coaching places the client at the centre of the coaching session, mostly exploring the client’s inner game
- So too does SA Business Coaches framework and methodology place the client at the centre of the session and with a marked difference
- The client is their own tool to discover and explore, discuss and describe their unique Business-coaching situation
- The framework and methodology used, allows the business coach to create a fertile environment for the client to explore many business aspects including themselves as a business tool within their business