Unedited comments from participants from various 2002 Certified Coach Intensives
used with permission 


A much needed jolt...
"As an experienced and well trained coach, I thought I already knew what I needed to know to coach my clients.  The CCI weekend not only clarified how wrong I was, it made me hungry for all I was missing and excited for what is yet to come!

The CCI weekend and Thomas' review of the 15 Coaching Competencies added new dimension to my coaching.  It helped me see how stuck in a rut I had become using only 3 or 4 of the same techniques all the time.  You could say it gave me a much needed jolt out of my 'coaching comfort zone'!"

Debby Parkinson

Life & Career Coach



Learn more... quickly...

“During the two days of the Intensive, I learned more practical and immediately applicable coaching ideas than I learned in two YEARS of taking classes at coaching schools.  I now have a whole new paradigm of services to offer to my coaching clients... one that is clear, simple and effective.”

Karyn Greenstreet

Business and Life Coaching




Broader horizons...
"I arrived at the Coachville CCI in Boston with a very narrow view of what a coaching practice was and left with an incredibly expanded view of all the possibilities.

My two days spent at the Boston CCI were incredibly liberating.  I arrived convinced that my approach to coaching should be set in concrete and very clinical.  You taught me that it was OK and expected to be of my own flavor, flexible, and infused with the essence of Me.

Thanks to my experience at the Boston CCI, I now think in bold colors and plan to play (my game) a lot bigger!!

Thank You Coachville."


C. Sean Clancy

Performance Coach

Tel. 603.397.5600




Be a friend to your client... 

"What I learnt was way beyond my expectations; the interactive style of the 2 days was in itself a great way to learn. Often we are bombarded with theory

and not shown how to use it effectively.

Your vulnerability as a client also paved the way for others to make mistakes in their coaching and be OK with it.

The big thing I got out of it was to be a friend to my client rather than push them towards goal achievement. Finding a balance between the two is a great way to move the relationship forward.

What I truly enjoyed was sitting in the front and modelling you. I have taken away your training strategy, which is what I will employ when I become a trainer. That to me was the greatest gift.

Thomas, I'd like to thank you for giving me the opportunity to get to know you over the 2 days. You were an inspiration to me. Thank you!"


Sylvia Fernandes


VIA Pty Ltd


Enormous value...
"Thomas...Thanks beyond words for adding such enormous value to the coaching world. CoachVille's live/local training throughout the world is an

experience of professional mastery that allows my coaching to soar. My clients and I thank you."

All the best,


Sylvia Warren, MBA

Life Empowerment Coach





"This experience validated for me that I was in the right field.  I could never get the volume of information received at the Intensive anywhere else.  If coaches are ready to build lasting practices in 1/2 the time, this is the event that must make a priority!"

Brenda Dicent, ME.d, RODP

Corporate & Life Coach!

Chief Executive Director of MY life Learning Links




The place to get trained...

"Dear Thomas,
What a fantastic experience the Intensive was! It was my first "live" coaching event, and I came away with the knowledge that coaching is my life's profession and that CoachVille and the GSC are the places to get training. You and Dave were a great comedy team, and Susan and all the volunteers did a phenomenal job of organizing the event so that it was always fun, and the learning was effortless. Just amazing. 
Thank you for what you do!"
All the Best,
Laura Hendershot

A clear means of structuring my coaching work...

“In less than 48 hours, I feel I’ve made some major shifts in my coaching focus and skills. Although I’ve trained at other venues and worked as a coach for some time, the discussion and practice around the 15 Proficiencies, Clarifiers, Deliverables, etc. FINALLY gave me a clear means of structuring my work and sharing it with others. In addition, the real-time experience of putting these tools and concepts into practice and receiving feedback on their use accelerated my learning process dramatically. I finally KNOW how I’m doing as a coach, what my greatest strengths and gifts are, and what areas need greater attention. Thank you for making all this not only possible but so easily accessible.”
Warm regards,
Charlie Siegel

It can't be this easy, yet it is...
"Just a note to thank you for a fantastic "intensive training" in Phoenix. The five-15's are brilliant and have already made a difference in my coaching, and in my life. In using the 15's, I feel like I have a tremendous amount of freedom to provide exactly what my clients need...and an incredible guide for communicating with my clients in a manner that has coaching be much easier and more focused. The first time I used the 15's after returning from Phoenix, I got off my coaching call thinking "it can't be that easy," but my client got what she wanted and I enjoyed her immensely!"
Thank you,
Christine Kloser

Far more than what I paid for...
"Thomas and Dave, once again, you've outdone yourselves! The conference in Phoenix had a million times more value that what we all paid for! I would say your five 15s are the basic principles of a coaching session that are lessons we'll use daily and carry through for the rest of our lives. Thank you for being so insightful to put this together is such an understandable, concise manner in which to use forever!"
Adrienne Chase

You have raised the bar for me...
"I learned great tools to add to my Coaching toolbox, learned that I have deep reservoir of 'deliverables' and consequently really 'know and can articulate' the value I bring to the package. It was a fabulous networking weekend with the most incredible people. I have many new budding friendships! I am excited to try some of the great ideas I heard at the intensive.  You and Dave are a fabulous team/show! You are so value-added that you raise the bar for me to set this standard in my own practice. Bless you and all in your organization for what you bring to the coaching environment and to us individually."
Kathy Nelson, CPPC, RScP
On Track Success Coaching


Treat yourself...
"I am an experienced, Coach U-trained corporate coach. I went to the CoachVille Intensive for continuing education not having participated in coaching classes in two years. What I came home with was an upliftment (cool word) and change in attitude that I can scarcely describe. The intensive, itself, is:
---A joy to participate in - there's abundant humor when working with Thomas
---Clear - you'll have many, many opportunities to ask questions and practice skills.
---A context into which you may place yourself, your personality, your style and expertise and come out the better for it.
---A wealth (and I do mean wealth) of information made up of a generous, talented community of like-intended folks who will enhance your week-end experience.

"I left home bogged down in business and slogging through some personal issues. I arrived home with a new experience of my business and, surprisingly, a fresh perspective of my personal dilemma, too."
Treat yourself!
Suzanne Lagay

Vibrant and interactive environment...
"The Certified Coach Intensive in Phoenix was GREAT! Thank you for providing an exciting, vibrant, and interactive environment within which we all could explore and learn how to use the 15 Proficiencies. The real-time coaching Thomas and Dave offered was the best way for me to "see" how effective these proficiencies can be. I came away with the confidence to use these very real tools in providing my clients with greater coaching value."
Garrick Colwell
Certified Fearless Living Coach




A critical format for coaching well...
As a Coach the outcome we get with our client is based on the communication we give. If you believe there is any truth to this statement, then may I suggest experiencing the "Coaching Intensive".
The "four/fifteen's" are Hallmarks of what you will learn, and from my point of view provide a critical format for knowing what you as a coach need to be listening for from yourself and at the same time what you need to be hearing from the client. Secondly, "the four/fifteen's" provide a platform and reference for designing and asking effective questions that will create effective answers. Thank you for the experience.
Charles R. Parris 

I waited a couple of days to make sure the training actually worked...
"Hello Thomas,
I chose to wait for a couple days before sending these comments, because I wanted to see whether the training in Phoenix - which I thoroughly enjoyed - would affect my coaching right away. Would I really be able to implement some new strategies with existing clients rather effortlessly? Or, would I need to come home and work at implementing my new knowledge? I can honestly say that I have become a better coach in one weekend, thanks to the intensive! I was able to use my new skills the very next day to smooth out some rough spots that had recently begun to occur with one client. Also, I have noticed that in EVERY coaching session since I've arrived home, I have used at least one new tool or skill that I learned at the conference. You not only taught new information in a fun way, you helped me make it my own. The other amazing thing is that I feel more confident in my coaching abilities, while at the same time recognizing how much more I want to learn. This conference is a great value, and I'll highly recommend it to everyone I know.
Thank you for your dedication to this fun profession!"
Lori Nowlen


Are you relatively new to coaching?

Would you benefit from attending a strong foundational day to get your arms around the coaching process?

If so, details are below... and please pass the word to the people you know who would enjoy honing these skills...
Here's a hands-on 1-day training for those very or relatively new to coaching and who wish to learn the beginning coaching proficiencies in a single, immersion day.
Are you transitioning into coaching from another profession?
This 1-day training will allow you to come up to speed quickly on exactly what you need to focus on to get started coaching immediately and confidently.
Are you ready to upgrade your coaching from the casual/hobby/free level to the commercial/professional level?
In this training, we will show you the skills you need to be taken serious so you can market yourself confidently and fill your practice.
Are you wanting to teach basic coaching skills to others in a work environment?
If you aren't interested in coaching full time, but want to bring coaching skills into your organization, then the training is perfect for you. You'll have the language to teach others the basic coaching skills that can improve their work relationships and performance.
Are you just really curious about what it's like to be a coach and what some of the basic skills a coach uses with clients?
Then this training is perfect for you. In 1-day you'll know whether coaching is the right career for you and you'll have the basic know-how to get started right away.
Are you wanting to know how a coach makes their living at being a coach -- and the basics of building a practice?
There are many ways of building a successful coaching practice. We'll show you what works and where to get started so you don't waste precious time, chasing poor ideas.

Beginning Coaching Proficiencies Training

Register Now!


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San Francisco, CA
Wednesday, May 14, 2003
Led by Susan Austin
Phoenix, AZ
Thursday, May 29, 2003
Led by Susan Austin, Anna Dargitz

Curious about the 15 Beginning Coaching Proficiencies?
Here they are...
15 Beginning Coaching Proficiencies

copyright 2003, SchoolofCoaching.com 

1. Distinguishes between the sources and symptoms of a problem.
When you can tell the difference, you'll be pressing for what's behind what's going on, instead of chasing the client down the dead-end tunnels that symptoms represent.  Coaching is most effective when the focus is on the dog, not the tail, of a situation.
We can provide you with a master list of sources and symptoms to most problems and situations -- this will accelerate your learning in this critical area.

2. Is comfortable with discomfort.
When a client is having a problem or stress, do you jump in to help out?  If so, you may not yet be comfortable with discomfort -- either your own, or the clients'.  The ability to be comfortable with discomfort isn't just a self-management skill set -- it's calls for a heightened self-awareness and appreciation of how the world works.  This is a muscle to develop.  When mastered, you'll have the love and empathy of a caring person without the seemingly-helpful-but-ultimately-useless Pavlovian reaction of someone with a need to help.
The skill of being comfortable with discomfort is completely learnable and available at the School of Coaching. Mastering this proficiencies accelerates your growth as a person as well as increases your professionalism with clients.

3. Recognizes the gems in the coaching conversation.
During a coaching session, the client will tell you EVERYTHING you need to know about them and their goals or situations.  But the trick is to recognize the most important items the client is sharing -- often, the client doesn't always make it obvious to you what the real gems of the conversation are.  The point here is than you can learn to pick up on what the client is saying that is most important, and focus your coaching on that.
You will learn via case study and live coaching sessions at the School of Coaching how to distinguish what the client is really saying -- and what to let go and what to pursue. Your effectiveness as a coach will improve tenfold when this proficiency is developed..

4. Knows what the client wants/needs at any given moment.
Does the client need to be challenged or supported right now?  Does the client need an effective strategy from you or just a patient ear while they work it out themselves?  Does the client need to learn something new or let go of something old right now?  A coach can literally do scores of things for a client at any given moment - the power in coaching comes from recognizing (or finding out) what is most wanted and need at any given moment.  In some cases, this is a moving target, yet one that can be found.
We'll show you the key signs to be listening for from the client. And we'll show you, if you are unsure, how to help the client to articulate what they are most wanting from you at any given moment. 

5. Structures the coaching session to maximize impact.
There are over a dozen ways to set up a coaching session -- the design of such can be key to long-term client satisfaction.  The more client session models and formats you have available, the more specifically you'll be able to serve your client's current and emerging needs.
While there is no one correct way to structure a coaching session, we'll show you the most popular for different client types and situations, and you can modify your coaching sessions as a result.

6. Matches tone with the client's need.
Clients come on the call with a myriad of emotions/things going through their mind. Sometimes they are excited/looking forward to the call, other times there is anxiety around a deadline or project that is coming due. By matching your tone with the clients, they will feel heard and you will not be competing with them during the call or disrespecting where they are.
Through coaching demonstrations, you'll see firsthand the importance of matching your tone to the clients. When  you match the tone, the client will open up and share more given they know that you are in synch with where they are.  We teach this key proficiency via the School of Coaching.

7. Teases out a goal until it rings true.
The first cut of any goal is usually not the ultimate articulation of that goal.  So, part of what we provide our client is this "teasing out" service where we help them fully and specifically describe what they really want.  Once this ins done, the goal has a much higher chance to being reached.  If you don't have this skill, goals aren't perfected and are much more difficult to reach. There is an art to teasing out a goal effectively.
We'll show you how to do this quickly and easily at the School of Coaching. You'll save months off the coaching sessions, if you know how to do it well. And think the client will leave sooner as a result? Think again. They will be so excited about their accomplishment/progress, they'll be ready to move to a bigger goal with you as their coach.

8. Designs the type/degree of support needed for the goal to be reached.
Did you know there are over 100 ways that people can achieve goals?  It's true -- we have a list and train coaches in these strategies.  Why?  Because in a world that is embracing mass customization, each client will want a structure and strategy to reach their goal that fits them perfectly -- not an off-the-shelf solution that has worked for others.  It is to this degree of personalization and sophistication that the coaching process is moving toward.  
You learn all 101 structures/ways to reach a goal as part of your training at the School of Coaching. And how to select/package which ways will work best for each client.

9. Knows one's own ignorance and limits.
Do you know what you don't know?  Do you know where your abilities end?  Both are important to quality and ethical coaching and, perhaps surprisingly, both are learnable.  This is perhaps the most unusual of the 15 Beginning Coaching Proficiencies, but it's a proficiency that protects you and the client from overreaching.
Available exclusively as the School of Coaching.

10. Engages in collaborative conversations.
To collaborate means to work together -- which is the basis of modern coaching where both parties are on the same plane, each contributing what they have toward the client achieving the goal or outcome that they have selected -- again, chosen with your collaborative assistance.  Collaboration occurs best when there are no traditional roles and where both the coach and the client stand side-by-side, on equal terms, looking at what the client is going through together.  When you are proficient at collaborating, the professional relationship is a clean and sustainable one.
Although it takes practice to get to this place, you'll learn the skills needed for engaging in collaborative conversations.

11. Gets and keeps the client's attention.
Generally client's have very busy lives, rich with responsibilities and distractions.  Add coaching to this mix and unless the coach is able to get and keep the client's attention, the coaching won't have the priority it deserves.  
You'll learn how to do this with grace and ease at the School of Coaching.  Without it, you'll be chasing to get your client's attention, leaving little time for valuable coaching.

12. Forwards the focus/progress during the session.
Yes, we want to give space to our clients, and allow them to set the agenda for the call, but it is up to the coach to forward the progress of the call so that a high degree of value is delivered. If this proficiency has not yet been mastered, the coaching session tends to meander which ultimately leads to the coach being let go.
Learn how to master this skill at the School of Coaching. Through role-plays and sample client sessions you'll learn the mistakes to avoid on a coaching call and what skills you'll need and how to do them, to keep the coaching moving.

13. Draws distinctions easily.
Is the client power-centric or strength-centric?  Is the client passionate or manic?  Is the client investing in opportunities or possibilities?  Is the client focusing on a need or a value?  Is the client moving away from something or toward it?  Is the client spiraling forward or just quickly going in circles?  Is the client learning or merely acquiring information.   Is the client acting as a leader or as a manager?  These are just several of the hundreds of distinctions that experienced coaches have knowledge of.  This knowledge -- and the ability to share it effectively -- is critical in the coaching process because each of these distinction pairs indicates where the client is, and what is next for them.  Each is a coaching opportunity -- in fact, when you have the distinction knowledge base, you'll have a virtually endless source of adding client value.
With a bank of hundreds of available key distinctions, we'll show you how to use distinctions with your clients as a way to forward the client's goals and professional development.

14. Believes in the power of coaching.
In order to be a successful coach, it helps to not only believe deeply in your clients, but to also come to believe in the power of coaching.  Surprisingly, not all coaches have had enough of a profound experience or benefit of coaching to have come to believe in it. Believing in the coaching process takes a first hand experience with the power of coaching, as either a client or a coach.  Until you have an experience of this, you'll be offering coaching as merely a professional service, not as the profound relationship that coaching is.
At the School of Coaching, we do our best to give you an experience of the value of coaching so that you'll be able to offer your services knowing the true impact of the coaching process.

Possible proficiency -- or we might merge it

15. Is real, not performing in a role.
It's sometimes easy to slip into the 'role' of a coach and when we do that we are not being genuine with the client and they are not getting the full value you could provide by you being you v. you being a coach. It is tempting to want to provide value, especially since we are paid professionals, but interestingly enough, the less you try to help the client, or more specifically, the more you are just 2 humans having a provocative discussion, the more value you will provide for the client.
Through coaching critiques we will show you when you are putting the coaching hat on vs. being real. This is a skill set where you 'unlearn' something v. learn something. You stop putting on your coaching hat and instead provide tremendous value showing up human.

Possible proficiency -- or we might merge it

16. Creates a coaching relationship/environment.
One of the first things a coach does is to work with their client to design a coaching relationship and the environment to ensure a powerful experience for the client -- and the coach.  This would include everything from client setup, expectation management, trust-building and initial focus.
You'll learn the 12 things every coach should design with a client, even before coaching officially begins.  This will ensure the client is setup to make the most of the opportunity in front of them.

The Newer Coach

There are tons of things a newer coach could learn, we'll broken this training down into 3 sections. Including only the things the newer coach needs to get started coaching effectively.

1. Knows the beginning coaching proficiencies
In order to start coaching well, you will need a base of skills and proficiencies to work from. One of the biggest things that holds new coaches back, is there lack of self-confidence when it comes to coaching. After this 1-day training, you'll know what to focus to get your coaching going.

2. Understands the coaching models and process
Coaching is an advanced form of communication and relating skills. If that's the case, the quicker and more familiar you are with coaching models that work, the better coach you will be. We'll show you top coaching models you'll need to get started and we'll demonstrate why they work.

3. Knows how to help clients achieve their goals
This may seem obvious, but a lot of coaches simply do not know how to help their clients reach their goals. We'll show you the 5 most useful ways to help clients reach their goals - beyond the accountability method, most often used.

It's all good news...

When coaches first get into coaching, they are often inundated with information. Which can cause some people to go into overwhelm and not know what to work on next. This training will alleviate this problem. Everything you need to know to start coaching well will be provided.

Guarantee of Satisfaction

If, at the end of the Training, you feel that the conference was not worth the fee you paid, you will be refunded your Intensive fee in its entirety, no questions asked.  (We're quite serious about this.)


How is the training designed?

The training has been designed as a powerful learning experience...
Multimedia presentations to quickly and graphically convey the key points, principles and theory.
"Front of the room demos" by presenters so that you can see real world demonstrations of optimal form.
"From the podium" discussions between the leaders and you so that you can benefit from the wisdom of other coaches in the room. (We use floating wireless microphones.)
Highly interactive diads and triads so that you can practice and perfect what you are learning using scorecards and guides.
Case study examples and 'team solution' methods to prepare you for the types of client situations that you will be encountering in the real world.
Networking opportunities before and after each day's sessions.

What are the logistical details?
We are keeping the training as interactive, effective, and simple as possible.  You'll have plenty of free time for networking.
1. Everyone is in the same event room during the training.  
2. Susan Austin and Anna Dargitz are leading most of the segments 
3. All sessions are interactive and discussion-based (and include step-by-step handouts).
4. You are on your own for meals. Water is served during the breaks.

Guarantee of Satisfaction
If, at the end of the Intensive, you feel that the Beginner Coaching Proficiencies Training was not worth the fee you paid, you will be refunded your Intensive fee in its entirety, no questions asked (This is our universal and consistent customer satisfaction policy.)

We offer 100% refund of your payment/tuition if you withdraw 30 days before the event date.  Less than 30 days and you may apply 100% of your tuition to another event with 2 years.

We'd appreciate your help.  Just let us know when you arrive at the conference that you'd like to volunteer as a microphone runner or other support person.

Register Now!


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San Francisco, CA
Wednesday, May 14, 2003
Led by Susan Austin
Phoenix, AZ
Thursday, May 29, 2003
Led by Susan Austin, Anna Dargitz

Please email tina@coachville.com