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  • Do you want to bring the BEST out in people?
  • Become a better Leader?  Manager?  Parent?  Trainer? Coach?
  • Do you want to enhance your communications skills?


Then learning how to use The Coach Approach with individuals and teams is going to be very useful to you. The Coach Approach takes what makes coaching work and makes it available to everyone.

What is the Coach Approach and what can it do for you?

The essence of The Coach Approach is being able to draw out what people have within them.

This is what people pay a coach to do – but you don’t have to be a coach to do it.

Good coaching skills can be learned and applied by anyone.

The Coach Approach is for people who want to learn what makes coaching so effective. Whether you are a CEO, student, team leader, parent, teacher, mentor, manager, doctor – or just a plain old human being – it shows you how you can learn and use these skills in just about any setting to draw the best out of people.

Benefits of the Coach Approach


  • Gives you a way of dealing with challenges at all levels from the shop floor to the C-suite.
  • Helps you develop an engaging leadership style and is a leadership development tool in its own right.
  • Grows people personally ensuring they become more courageous.


  • Works with whole teams and fosters accountability.
  • Magnifies and accelerates team achievement potential because it draws out of people their skills and talents, enabling them to be more proactive, less dependent and more entrepreneurial.


  • Increases employee retention and satisfaction while reducing attrition.
  • Manages change and transition much more effectively be it individually, in teams or organisationally.
  • Builds a more innovative culture.

A Personal Message from the Programme Creators

Ian McDermott is the Founder of ITS and Pamela Richarde is a highly experienced ICF Assessor and former ICF president, and together they have co-created this programme.

“We have each been engaged in coaching, for over 20 years.  We have trained a generation of coaches and worked with individuals and organizations around the world. We know what coaching has to offer.
We also know that coaching is far too important just to be left to coaches!

We have found that coaching is much bigger than the ‘profession’ of coaching.  We want to make what makes coaching work, available to everyone.  That’s why we created this unique ICF certified programme. It’s part of our legacy.

We partner with an international team of seasoned professionals to bring you the best in coaching education.”

Introducing the Trainers

Please click each trainers photo to find out more about them. You will find out about each trainers specific involvement in the programme in the individual module outlines below.

Who is this programme for?

This programme is for two types of people:

  • Those who want to become independent or in-house coaches and receive an internationally accredited and recognised qualification.
  • Those who just want their people (or themselves) to be more proactive, less dependent and more entrepreneurial.

Please see “Your Certification Options” for more information – including obtaining your ICF Accreditation

Why take this programme?

  • First, unlike so many, this is not a franchise programme.
  • So much has happened in the field of coaching in the last decade that if you want to be well trained you need to learn different approaches which come from different schools. This is the only place where you can find them all in one programme.
  • You can read all the books you like on coaching but there’s no substitute for skills-based, real-time, face-to-face practice and learning with expert feedback.
  • That’s why each year we set aside a number of days to ensure you can master these skills by learning direct from some of the most accomplished trainers in the world.
  • That’s why these modules are delivered by five renowned Master Coaches from different schools each with unparalleled experience in their particular field.
  • Get ready to master a whole set of new tools. But that’s not enough. Equally important is knowing how to be really present; how to turn up as yourself. You also need to learn how to market yourself.
    When you know how to do all this, you begin to get amazing results. In particular your influence as a change agent changes dramatically. This is what Ian and Pam want you to get.
  • If you want to become recognised as a really good coach, you’ll want to know what the people who assess coaching competencies look for. Pam Richarde has been assessing coaches for International Coach Federation accredited schools throughout the world for many years. Give yourself a head start by learning from a seasoned ICF assessor.
  • At the same time begin to learn how to build a market presence for yourself from the man who has created one of the most consistently successful NLP and Coach training organisations in the world.
  • The Coach Approach gives you a way of getting results that is tailored to each individual and each team. Instead of some off-the-peg training, the Coach Approach can be endlessly customised to suit a particular individual or team.

The Core Competencies of Coaching

Throughout the programme, you will cover and develop all areas of the ICF Core Competencies of Coaching, which are:

A. Setting the Foundation
1. Meeting Ethical Guidelines and Professional Standards
2. Establishing the Coaching Agreement

B. Co-creating the Relationship
3. Establishing Trust and Intimacy with the Client
4. Coaching Presence

C. Communicating Effectively
5. Active Listening
6. Powerful Questioning
7. Direct Communication

D. Facilitating Learning and Results
8. Creating Awareness
9. Designing Actions
10. Planning and Goal Setting
11. Managing Progress and Accountability

Please click the link below for more detailed information
ICF Core Competencies of Coaching

Course Content

Module 1: The Promise of Coaching: Laying the Foundations

Format: Three days face-to-face
Trainer: Pamela Richarde

Learn the essence of the Coach Approach so that you can begin to apply it immediately. After you leave Module 1, you will have enough knowledge to go and run a coaching session.

Some of the key areas of Module 1:

  • Looks at what coaching is, how it is unique and how it can be applied.
  • Introduces the eleven ICF Core Competencies of Coaching and the behavioural assessment markers that go with them.
  • Setting up a coaching relationship – from induction to completion.
  • Designing the coaching alliance.
  • Developing self-as-coach.
  • Exploring intuition and not knowing the answers.
  • Coach Approach to giving and receiving feedback.
  • The role of intuition in the Coach Approach.
  • How not knowing all the answers (!) works for you .

Module 2: An Ontological Approach

Format: Three days face-to-face and three subsequent teleclasses
Trainers: Terrie Lupberger and Pamela Richarde

We human beings have emotions and those emotions impact our results – we create a different result if we rage at people rather than talk with them. We human beings have language and how we use it is critical to our success. We human beings also have bodies. We actually communicate more with our bodies than with our words yet we are largely unaware of the impact of our presence.

  • An Ontological Approach gives you the tools and awareness you need to work with three crucial dimensions – emotions, language and the body.
  • Learn organisational tools for developing leaders, strengthening the impact of individual contributors and improving organisational performance.
  • Understand an ontological approach as a tool for organisational change – it is both comprehensive and innovative.
  • Identifying the key conversations that need to happen, and the art of having those conversations.
  • How to align emotions, languges and physiology for increased success and congruency.
  • How to work with, and shift, the emotions your clients are trapped in that don’t serve them.
  • New emotional competencies and strategies for your own life including two required for great coaching: gentle irreverence and the ability to hold paradox.
  • How the body can be a powerful conduit for learning and change in the coaching process.
  • Developing a greater, more grounded and expansive presence as a coach.
  • How to listen for the hidden beliefs and assumptions your clients have about their world that keep them from the results they want.
  • Identifying some of your own unexamined beliefs keeping you from what you want.
  • Developing a treasury of more evocative and provocative questions that get to your client’s underlying issues.
  • How to work with leaders to improve their conversational, emotional and somatic intelligences.
  • Make important ontological distinctions and enhance your coaching as a result.
  • Have a greater understanding of the ontological effect on actions and results for individuals, teams and organisations.

Part of Terrie’s module will be three follow-up teleclasses focusing on:

1. The Language of Leadership
2. The Emotionally Agile Coach
3. Coaching and the Body

Each of these teleclasses will be 90 minutes in length.

1. The Language of Leadership

At the heart of leadership is the conversation – the art of the dialogue that engages others to take care of mutual concerns and achieve agreed upon outcomes.
In this tele-class you will learn:

  • the five critical conversations a leader needs to engage in
  • how you can support leaders to actually initiate these different kinds of conversations
  • how to use these powerful tools to generate organizational change.

2. The Emotionally Agile Coach

One of the critical roles of a coach, and also of a leader, is to create the right emotional environment to get the job done.
In this teleclass, you will learn:

  • the six emotions required for effective leadership
  • how to help leaders embody a broader emotional range at work
  • how to work with the emotions of your clients for greater impact.

3. Coaching and the Body

The body is fundamental to learning and change. A masterful coach knows to listen for how a client’s physiology affects not just their thinking but also their ability to take action.
In this teleclass you will learn:

  • how to support your clients in becoming aware of their bodies’ conditioned tendencies and habits of reacting
  • how to help your clients replace their habits with choices
  • how to work with bodies in your coaching – even over the telephone.

Module 3: Master Class : Special Techniques and Neuroscience

Format: Three days face to face
Trainers: Ian McDermott and Professor Patricia Riddell

This module is split into two parts:
Part 1: Advanced Tools and Techniques Master Class(2 days with Ian McDermott)
Part 2: Neuroscience Master Class (1 day with Professor Patricia Riddell and Ian McDermott)

Part 1: Advanced Tools and Techniques Master Class(2 days with Ian McDermott)

  • Learn the powerful Voting Model and how to turn vision into action.
  • Learn the Gremlins model and how to bring honesty and humour to the shadow side of people and teams.
  • Learn the GROW model and how to move anyone forward.
  • Learn how to guard against unhelpful habituation.
  • Learn how to generate powerful questions.

Part 2: Neuroscience Master Class (1 day with Professor Patricia Riddell and Ian McDermott)

The one thing all successful coach approaches have in common is they trigger changes in the brain. That’s why it makes sense for you to know specific coaching do’s and don’ts based on understanding how the brain works. And that’s why at this half-way point in the programme we have a 1 day Introduction to Neuroscience and the Coach Approach led by Ian McDermott & Professor of Applied Neuroscience Patricia Riddell.


  • Learn about the changes that occur in the brain as we learn (or unlearn).
  • Learn about how your brain decides when change is necessary and how to use this to promote effective change.
  • Learn about empathy in the brain.
  • Learn about how the brain codes habits and therefore how best to break these or install new habits.
  • Learn about the physiology of stress and how this helps us to deal with stress better.
  • Learn about the neuroscience of compassion and its uses in coaching.

Module 4: Setting the Framework: A Coach Approach to Working with Teams

Format: Three teleclasses
Trainer: Pat White

Working in teams has become a daily practice in business. Well-functioning teams can deliver big returns to morale, strategic thinking, creativity as well as the bottom line.

For many people their first introduction to teamwork is through sports. In sports we put together a group of talented individuals and get them to use their individual skills to collaborate to beat another team. But often what really happens is that the team rallies around the “stars” to enable them to do their utmost to gain a win.

Successful teamwork in business works differently and most of us have not been trained in how to do it. Team members are not supposed to be stars they’re supposed to be collaborators and contributors. But wait – weren’t we raised to believe that we succeed based on our own efforts? Why, in school, collaborating on a test was cheating!

In most companies, even if they espouse the value of teamwork, compensation is still based on individual performance. We are asking people to be “team players” but we have not clearly defined what that means in terms of behaviour. No wonder we have such a hard time building high performance teams!

That’s where Team Coaching comes in. Here the focus is on the entire team working together towards a common goal. With a team you are dealing with a larger system. This greater complexity means you need a much larger coaching skills tool box. It’s also a growth market so mastering these skills will give you a competitive advantage in an increasing number of opportunities.

These teleclasses will equip you to create, lead and coach teams.

You will know:

  • How to use a Coach Approach with teams
  • The characteristics of different types of teams
  • How to create a Team Charter to ensure success
  • The Team dynamics that a coach must understand
  • Team coaching opportunities at the different stages of a team’s life
  • The responsibilities and ethical issues for you as a team coach.
  • How to support the leader of a team
  • What you must do differently when coaching a virtual team
  • The ICF Competencies that are most critical for a team coach to master
  • How to develop a tool kit for evaluating team progress and return on investment
  • plus
  • Key questions to have in your back pocket.

Module 5: Advanced Coaching

Format: Four days face-to-face
Trainers: Ian McDermott and Pamela Richarde

Major change happens at the level of identity, beliefs and values. However, many conventionally trained coaches find it challenging to operate at these levels. Nor are they alone: the majority of organisations are only able to talk about ‘winning hearts and minds’. Very few know how to actually do this.

In this Advanced Coaching module we show you how to blend the wisdom of the different approaches you have learnt on this programme so that you can actually engage the hearts and minds not just of individuals but also of teams and even organisations.

  • How to apply the Coach Approach at an identity level.
  • Recognise the role of bias – both yours and others – and how to address it’s impact to enhance your coachng and the results you are achieving.
  • Explore personal and system cultures, and the influence the Coach Approach can have on these.
  • Learn and apply key distinctions in remdedial and generative coaching.
  • Recognising the importance of legacy as a focus for the Coach Approach.
  • Develop the self-as-coach with a focus on reason, purpose, vision and mission.

This is truly your integration module. It is also the precursor and prerequisite for official certification as a graduate of this ICF Accredited Coach Training Programme.

  • Review how the different approaches learned in previous modules fit seamlessley together.
  • Ensure you are using the right approach, at the right time.
  • Reflect on and appraise your skill development.
  • Recognise your impact in the context of the Coach Approach.
  • Clarify your pathway beyond this programme
  • Review the key ICF topics and behavioural markers, as well as identify the next steps for ICF accreditation.

Unique Programme Bonuses

  • Special online check-in sessions with Pamela Richarde throughout the programme
    • Ask your questions as they arise.
    • Discuss business development
    • Have direct access to a past ICF President
  • In-between coaching: as well as substantial coaching experience during the training hours, you will also complete in-between coaching hours as both coach and client with your peers.
  • Programme Manual for ongoing reference and learning – you’ll still be picking it up in years to come!
  • Resource Team – a team of people who have completed the programme previously and expertly help support and your learning

Your Certification Options

Your certificate is both a personal record of your commitment, and a professional recognition of the time and effort you have invested in your excellence.


Option 1

If you want to learn the Coach Approach and that’s enough then this is the track for you. By completing the “Mastering the Coach Approach” programme you will be certified as an ITS Certified Coach.  Additionally your certificate will be accredited by the ICF for Approved Coach Specific Training Hours (ACSTH) – 125 hours in fact. This means you will have completed the necessary training hours for you to then apply direct with the International Coach Federation should you want to become accredited by them as an individual – that is not essential, just an extra string to your bow. You would be able to apply via the ICF Portfolio or ACSTH routes.


Option 2

If you want to become a fully accredited coach with the ICF choose the ITS ACTP Graduate Coach option. This enables you, as a Certified Graduate of our program, to apply for ICF certification through the accredited school route (ACTP route). This is something you would choose to do or not do after the programme. The current fee for this is £595+VAT which covers your ‘Performance Evaluation’ (see ICF Portfolio Application route for further details.) You would need to independently complete your 10 Mentoring Hours – we can refer you to recommended Mentor Coaches, but you can choose your own outside of this list – you just need to ensure your Mentor Coach is ICF Accredited to the appropriate level. By completing these steps – as well as submitting a log of your coaching hours and a recorded coaching session (both audio and transcribed), you will then be eligible to apply via the ACTP route with the ICF.

Obtaining your individual credential from the ICF: More information on individual credentialing with the ICF can be found by clicking HERE. You will see that there are 3 levels of individual credentialing with the ICF (ACC, PCC and MCC), and for each level there are 3 different routes you can apply via (Portfolio, ACSTH, ACTP) – so first appearances can be a little information rich. Please contact the ITS Team to discuss this further.

ICF Accreditation:
The International Coach Federation (ICF) is the leading global organization dedicated to advancing the coaching profession by setting high standards, providing independent certification and building a worldwide network of trained coaching professionals.

As the world’s largest organisation of professionally trained coaches, ICF confers instant credibility upon its members. ICF is also committed to connecting member coaches with the tools and resources they need to succeed in their careers.

Read more about the ICF here: About the International Coach Federation.

For more details on the ICF, visit their website at

CPD Hours

The Mastering the Coach Approach programme is accredited by the CPD Standards office, and equates to 91 hours of CPD.


2017/18 Dates

Module 1: 29 September- 1 October 2017
Module 2: 17-19 November 2017
Teleclasses for Module 2
9, 16, 23 January 2018
7pm/19.00 UK
Module 3: 26-28 January 2018
Module 4: 6, 13, 20 March 2018 (Teleclasses)
7pm/19.00 UK
Module 5: 10-13 May 2018

Check in sessions – 7pm/19.00 UK
19 Sept 2017
17 Oct 2017
12 Dec 2017
13 Feb 2018
10 April 2018
12 June 2018


10am – 6pm Daily
Note: All webinars, teleclasses and check-ins will be at 19:00 (UK time)


London Kensington Forum
Holiday Inn, Kensington
London, UK

This programme is open to all. Contact the ITS Office with any questions on eligibility.

£2675 + VAT (£3210)

Book Now
If you have previously completed this programme with us and would like to re-take it, please contact us on +44 (0)1268 777125 & enquire about our significant graduate discounts.
All media including programmes, webinars, and telephone calls may be recorded for training and development purposes.