Coach Changemakers Academy

6-month online training + mentoring program that helps coaches kick-start their coaching business.

Next Term starts 3-4 April 2018

Ready for a financially viable coaching business?

We’ve supported thousands of coaches over the years and we’ve seen the struggle so many times…

There are so many talented coaches who want to make a difference but who can’t seem to get the right systems in place to build a financially viable business.

In the 8 years I’ve been working with coach changemakers, the biggest problems I see the majority of coaches facing (and never recovering from) are…

1. They don’t have anything to sell (except blocks of coaching sessions).

2. They don’t have a reliable system for consistently generating leads and turning them into sales.

3. There are so many moving parts to an online coaching business that coaches get overwhelmed OR miss critical bits when trying to stitch all the pieces to together.

4. They don’t have a support team who understands their online business model and holds them accountable.

The Industry is Changing

I’ve been following the alarmingly low completion rates for online courses. I’ve watched coaches pouring into the market.

I’ve been keeping my eye on the massive budgets and huge teams the biggest player’s in the personal development industry are putting into their success behind the scenes.

I know that talented coaches, who are just stepping out into the online market, going for their first 6-figures online simply can’t compete at this game with the strategies that everyone else is using.

But there is another game you can play.

STAGES of a Coaching Business

Your coaching business is like a growing baby. As it goes through each developmental stage it needs different tools and support.

Below are the first 3 STAGES.

The Academy helps coaches in STAGE 1 and STAGE 2 gain the mindset and the systems to play at STAGE 3.


5-10 coaching clients, you are selling one-on-one meetings, sessions are customized to each client.



10-50 coaching clients, you are starting to leverage your time and systematize some parts of you business, you are selling one-on-one meetings and group meetings, sessions follow a process (AKA your signature program).


50-100 coaching clients, your time is highly leveraged, you have a range of products for different customer budgets and stages in the buying cycle including self-study passive income products. You have a reliable and predictable way to bring the value of your coaching business to market.

The Academy helps coaches in STAGE 1 and STAGE 2 gain the mindset and the systems to play at STAGE 3.

Get to a STAGE-3 Business

Through lots of trial and error over the years, we have discovered a few secrets to help you get your coaching business to STAGE 3 quickly.

Here are the essentials you need:

  • A signature program that you co-create with your ideal clients (so you know they will buy).
  • A signature program that you can turn into a range of products (with a range of prices).
  • Build the ‘know, like and trust’ factor fast with video – get into the habit now – if you start next year you’ll miss the boat.

  • Some automation, but keep it simple in the beginning.

  • Invest in a reliable system for generating leads specifically designed for the required volume of leads and realistic advertising budgets of coach changemakers working towards a STAGE 3 business.

  • Contrast high-tech with high-touch – Get on the phone and talk to your ideal clients. Stand out by connecting.

  • An inspiring support network – the ability to get live feedback, accountability and support from your mentors and peers who are going through the same thing as you.


The Coach Changemakers Academy

Why I Created the Academy…

A Coaching Business Incubator

As the coach guardian, it’s been my mission create a safe ecosystem for coach changemakers that cuts out all the noise and teaches you how to build your online coaching empire from the ground up in a simple, strategic and sustainable way.Benay

I am a connector and a collaborator who loves facilitating small teams to a common goal. So I’ve put together a small team of experts to cover each piece of the puzzle.

I’ve also designed this course to be an intimate group (of 8 coaches only) so that each meeting is personal, fun and something that all of us look forward to attending each week (my mastermind groups run this way and I think it’s the best way to build business!).

Get to know your mentors as real people (pedestals not allowed – lol!).

The intimacy of our group has the added bonus that course completion rates go through the roof! You’ve got to keep up when your support team is watching and holding you to the same high standard you expect of them, Right?!

With the Academy you will…

  • Create a signature program you get known for and your ideal clients love to buy.
  • Diversify your product offering with up-sell and down-sell options.

  • Create rich video content to grow your following.
  • Develop a content strategy for your blogs, videos and social media posts.

  • Generate leads when you need them.
  • Convert leads into paying customers.

Your transformational work enables me to make a global impact.

You do more than help build signature programs Benay. Your transformational work enables me to make a global impact. I’m honored to work with you. Yes, when the student is ready, the teacher will appear.

Kimberly Elahab

Childhood Abandonment Recovery Coach, The Soulful Healing Coach


What Makes the Academy Different?

The Academy is for people who want to understand how online business works – specifically for a coaching business.

puzzleThere are plenty of courses that teach you how to choose your ideal coaching niche, or how to create a signature program, how to get leads, how to create a sales funnel, how to build Facebook ads and how to successfully close a sales conversation.

BUT none of them show you how ALL the pieces simply and neatly fit together specifically for a coaching business.

AND on top of that you get to work with experts in each field, personally, during the program.

The Academy is an amazing springboard for coaches ready to start their online empire. There is nothing else like it out there, specifically for coaches.

andrea-3-d-bookcover-nobkgndI can’t believe the progress I have made.

“Six months ago I was puddling along with my business. Since working with Benay, I’ve clarified who I want to work with and why, developed my signature program, worked on my website and run a successful retreat (a key part of my signature program). I have a sense of possibility and promise in a very clear way.

Benay’s coaching, in partnership with her audio and video teaching, gave a structure and a challenge to these six months and I can’t believe the progress I have made. Thank you.”

Andrea Dean

Catholic Leader and Coach,

What You Can Expect

The Coach Changemakers Academy is the perfect follow on from coaching school. We show you how to turn your skills and passion into a viable coaching business.

I’ve got it all mapped out and show you the way – one step at a time.

You have clear, achievable goals each week so, you make steady progress. All you need to do is trust the process and put in the hours, each week.

Provided you do all the work assigned, you will easily achieve the outcomes for your business that you have invested in.

When you look back after doing the work, you will be blown away at how much progress you have made!


Let me break things down for you.

When you join the Academy, you can expect…

Next Gen Welcome videoOnce You Sign Up – Day 1

The instant you sign up for the Academy, you will be welcomed into the fold with a lovely video from me.

You’ll be directed to all the important admin stuff you need to know about to smoothly flow through the course while we are working together.

Then, you can get started straight away on your business foundations. For this I have written a 168 page workbook for you. The workbook helps you strengthen your current business foundations (particularly around identifying your coaching sweet spot) so that you are 100% ready to move into product development.

We’ll specifically be looking at:

  • Essential self-management practices
  • Values
  • Beliefs
  • Business lifestyle vision
  • Your coaching sweet spot

Be Part of a Small Mentoring Group


Weekly team meetings for 6 months to make sure you get the job done. Meetings will be recorded if you can’t make one. Teams are maxed out at 8 coaches to keep them personalized. You will get to know your mentors and team members.
Meetings are facilitated by the topic expert for the module you are working on so you will get LIVE support and work-shopping time on your issues as they come up.

One-on-one and group meetings are conducted using Zoom.

Between Meetings

Private Facebook Group for between meeting support.

Student Portal:

Secure online portal (Life Coach Office) for our meeting calendar, video content, templates, handouts, etc. (you get to experience LCO from the client’s perspective).

Training Materials

Once we start, you will get access to new training videos each week.

Each lesson comes with downloadable exercises and/or templates so you never have to start with a blank page. You’ll have a kick-start every time!

You also get the Academy Planner which lists all of the activities you need to do to complete the course. You’ll always know what’s next so you can plan your time and check off jobs as you get them done.

And of course you get ongoing support and accountability in our private members Facebook group.

Lifetime Access

You get lifetime access to course material and our private Facebook group.

A note on the meaning of “lifetime”. As long as I’m online, doing this work, that I LOVE, you get access.


The Curriculum

MODULE 1: Your Coaching Sweet Spot

Find Your Coaching Sweet SpotA treasure trove of material and exercises that are essential to establishing strong foundations for your coaching business.

If you still need to refine your niche, Find Your Coaching Sweetspot will help you get the job done. You can start working on this straight away.

If you are clear on your niche, please flip through and complete at least the first chapter before we start.

 With the workbook you will:

  • Get 100% clear on what matters most for you to be happy and fulfilled by your business (now and well into the future)
  • Define your perfect coaching niche
  • Create a clear and memorable elevator pitch
  • Interview some real customers about your business
  • Learn all about the 4 product levels you need in your coaching business to generate passive income and stay committed and energized about your coaching business

MODULE 2: Your Signature Coaching Program

blueprintThe foundation for your coaching business.

The 3-step co-creation process I take you through is totally unique and transformational. You will leave this module with absolute clarity in your ideal client and the transformation you deliver, the steps on how to get your clients there, a sales page and client on-boarding process.

You will know you have a program that your ideal clients want to buy becuse you’ve checked in with real clients three times along the way.

In fact, if you do each step of the process on time, it is very probable that you will have at least one sign-up for your signature program during the first two months of being in the Academy.

MODULE 3: Branding and Messaging

Michelle-InstagramThe secret recipe for creating content that your tribe can’t wait to get!

Work with branding and messaging expert, Michelle McGuire of Bossy Girl Media to get your branding and messaging consistent across all your platforms.

PLUS get onto the video bandwagon! This boat is setting sail now and online coach entrepreneurs need to be on it!

Use your signature program topics to map out your video, blog and social media content. She’ll work with you personally to fine tune your online expert status.

Some of the tools you get:

  • Brand consistency audit checklist
  • Bio (long and short)
  • Video tips check list
  • Video planner
  • Video scripts
  • Your Tagline (for website, and SM)
  • Content map and strategy for your specific business

MODULE 4: Sales Funnel


Provide real value to prospective clients while building your following and expert status.

During this section of the program you will write a short ebook and build out your sales funnel (including an automated follow-up email sequence). This will enable you to capture email addresses and phone numbers that play an important part in your marketing strategy.

Tools from this module:

  • Ebook template
  • Templates for landing page layout including opt in – just add in your headline and freebie
  • Simple set up tutorials
  • Thank you page template
  • Script for Thank you video
  • Simple set up tutorials
  • Follow-up email sequence template that you tweak to suit your niche
  • Simple tech set-up tutorials
  • Tools for tracking the success of your funnel

Marlon Marescia - Sales DrivenMODULE 5: Facebook Ads

Create the BEST Facebook ad campaign for small budgets.

By now you are ready to work with Marlon Marescia, premier Facebook Ads Consultant and founder of, . He’ll mentor your through the midset, technology and setup for your Facebook ad campaign. By the end of the module you will be ready to press “go” on your Facebook ads.

Tools from this module:

  • Facebook ad templates that you tweak to suite your niche
  • Lead generating Facebook ad campaign

jeremy demerchantMODULE 6: Closing the Sale

Master the art and science of sales conversations.

Now that leads are coming in, Sales Expert, and founder of Permission to Sell, Jeremy DeMerchant, is going to coach you through sales conversations. You’ll get the skills and the confidence to close the sale.

Tools from this module:

  • Script for coffee chat
  • Script for strategy session
  • New confidence in the art of closing a sale
  • Customer Relationship Management tools


Term Starts – 3-4 April 2018 (depending on timezone)


ASAP – Start your pre-learning – If you still need to refine your niche, you get the Find Your Coaching Sweetspot Workbook. You can start working on this straight away. If you are clear on your niche, please flip through and complete at least the first chapter before we start.

April- May – Co-create your Signature Program

June – Messaging, Branding and Content Strategy

July – Sales Funnel

August – Facebook Ads Campaign

September – Enrollment Calls

What Happens When You Graduate?

This course is a coaching business in-a-box. It transforms how you think about your coaching business forever.

Join the Coach Changemakers Academy and you’ll soon…

  • Feel confident and clear about your coaching business.
  • Have a signature program your ideal clients love to buy.
  • Diversify your product offering with up-sell and down-sell options
  • Create rich video content to grow your following.

  • Become the online strategist in your business.
  • Develop a content strategy for your blogs, videos and social media posts.
  • Generate leads when you need them.
  • Convert leads into paying customers.

The value this program delivers is more than what it cost me and I would pay it again.

“The value that this program delivers is more than what it cost me and I would pay it again.

I have become more confident talking about my pricing for my program as my ideal clients state what they would pay based on the transformation it delivers. Not only that, I have gotten feedback that “this is solid” “someone who understands me”.

This feedback has made this, once upon a time, shy and hidden woman, who lacked belief in herself, allow the business woman, the brilliant woman that I am meant to share with the world and with my tribe, to emerge.

I encourage you to do the work. Coaching is not a job, It is a calling. It is a way of life. Be encouraged to keep moving no matter how slow or steady, keep going.

Benay, You are genius at what you do. Keep showing up delivering transformation for those you are meant to serve.”

Lynn George

Empowering Introvert Women to Comfortably Connect

The clarity, focus and progress you get from being an Academy Graduate opens up possibilities for your life and business that you can’t even see yet – because you’ve got to do the work first.

Join Us


Save 50% by joining us on the April 2018 pilot – limited to 8 coaches.

$2997 — one time payment

$574 — six monthly payments

$299 — twelve monthly payments


And now for your special bonuses…


BONUS 1: 2x One-on-one Sessions with Benay
(VALUE $600)

That’s right, you get 2x 90 min one-on-one strategy sessions with me. I suggest one when we kick off and one to review your signature program but the final choice is completely up to you.


BONUS 2: One full year membership to Life Coach Office Kick-starter
(VALUE $288)

Join this semester and get 12-months access to our online platform for managing your coaching business online. Perfect for running your signature program with one-on-one clients, with groups, and as a self-study online course.

jeremy demerchantBONUS 3: Funnel Optimization Training with Jeremy DeMerchant
(VALUE $250)

Learn how to continue to track your funnel performance and optimize it to get even better results as you grow.


Michelle-InstagramBONUS 4: Social Media Scheduling Training with Michelle McGuire
(VALUE $250)

Learn the fastest and most efficient ways to batch content and publish across multiple platforms.



That’s $1388 in BONUSES that actually add real value to the overall training!

guarantee30-day Money Back Guarantee

We offer a full 30-day no-questions-asked money back guarantee. Simply send us a request here. Should you have any questions about this policy, please contact us before proceeding with your order.

Have Questions? We Have Answers.

Frequently Asked Questions

Have Questions?

We Have Answers.

Frequently Asked Questions

Can my partner/husband/wife/assistant do the course with me?

Actually, we highly encourage this! The more support you have around you in this systematized way of growing your coaching business the more successful we know you will be.

If I’m not exactly a life coach, is this course still for me?

Our trainings have worked for life coaches, business coaches, creativity coaches, Christian coaches, writing coaches, wellness coaches, sales coaches, child therapists, career coaches and more!

If you have something to teach to others, you want to sell it online but you feel overwhelmed and are not sure where to start, the Academy will provide an excellent foundation for you. After doing the exercises, you will be light years ahead of where you are now.

I don't have a niche yet - can I do the Academy?

It’s perfectly OK to not have a niche yet when you join the Academy. The pre-learning phase helps you come up with a list of the best niche options for you. So that by the time you start Module 2, you are able to choose an ideal client and a problem that you will solve with your products.

From experience it’s better to start becoming an expert than to stay stuck. And the work you do in the Academy will move you forward, closer to your calling no matter what. Plus, you learn a process that you can re-use for as many future businesses as you like.

Will I be certified?

There is no formal certification from the Academy – just massive outcomes!

About how much time commitment is required weekly or perhaps over th entire course?

When I run this course on a fixed schedule (which consists of completing the pre-learining workbook of 168 pages + 26 weeks of weekly activities). I recommend at lest 5 hours a week to do the work. You’ll find that some weeks you may need more and some weeks you may need less. The time you need also really depends on a few things like, your experience, the length of your products and your general approach to working productively.

Remember you’l be supported through weekly meetings with your mentors and the other coaches in your group.

I’m confident that any coach who can commit 5 hours a week will get extraordinary results from the Academy.

What is your refund policy?

We offer a full 30-day no-questions-asked money back guarantee. Simply send us a request here. Should you have any questions about this policy, please contact us before proceeding with your order.

If you have done the work and are not 100% satisfied after your first 30-days, we’ll refund your money. Your access will be removed. If you have any concerns or issues after the 30 day period, a partial refund may be considered. Just email Benay outlining your concerns and we’ll take it from there.

I have more questions!

Find out if the Academy is right for you.

Feedback from related courses…

Janette-WorkbookExtremely useful and inspirational.

I can highly recommend Benay’s Next Gen program!

When I started the program, I was plugging along with projects here and there and marketing here and there. I had a vision for my business that I was moving toward, but it felt haphazard. I was also missing some foundational elements.

Through this program with Benay’s materials, expertise & coaching, I have a lot more clarity, direction, products & systems in place to continue to move forward. It feels very exciting!

While Benay leads you through the program & projects with encouragement and a good amount of structure, she also greatly encourages you to listen to yourself & trust yourself – a tool that we all need if we are to succeed in building the business we are meant to have. This trust in myself is invaluable as it allows me to know that I can continue developing products & programs now that I have a system to follow & am listening to my inner wisdom.

I have invested in other business building programs, but for me Benay’s program stands out high above them. Benay is an excellent role model of someone who has built her business according to the lifestyle she wants to have, instead of trying to fit a life into a business. Her coaching, expertise & thorough feedback have been extremely useful & inspirational – key elements of any business investment in my opinion!

Janette Valentino

Artfulness Coach, Valentino Coaching

mo_workbookIt’s the best business decision I’ve made in a long time.

As a very busy therapist and coach I realised a couple of years ago that I needed to create products to leverage my time and help me to make money while I sleep. However, knowing it and doing it are two very different things.

To be honest, I had no idea how to get started. I’d still be procrastinating now if it wasn’t for Benay and the Next Generation Product Development Course. The course requires focus and commitment but Benay is with you all the way with advice, support and encouragement. She keeps you accountable and on track to reach your goals throughout the journey.

I’m so glad I signed up. It’s the best business decision I’ve made in a long time.”

Mo Perkins MEd, MA, MBACP

Psychotherapist and Coach, Mosaic Counselling & Coaching Ltd

Simon-WBCommit yourself to this course 100%.

As an experienced coach who’s written and published 3 books for my specialist niche of Hair & Beauty salon owners, I have been aware of the potential of product creation for some time and even dabbled at various projects but nothing came together until I took the plunge and joined Benay’s Next Generation Product Development Course.

It turned out that the combination of tools, templates, training videos and ‘One to One’ coaching Benay provides turned out to be exactly what I needed and I now have a complete suite of products all mapped out, with a robust marketing plan to back them up and my first workbook and course due to launch in about three weeks time.

If you’re a coach who knows deep down inside that creating products is the next step for you then trust Benay and commit yourself to this course 100%. You’ll be glad you did.

Simon Lotinga

Hair & Beauty Salon Coach,

Leslie Dougherty-Leadership-3DDo it now.

I can’t say enough about Next Generation Product Development Program (for Coaches) – except, ‘Do It Now!’

Benay takes you from identifying your core beliefs and principles to becoming a professional online presence as a coach over a six-month period that when I look back, I know I could never have gotten off the ground without her. I believe The Next Generation Program is absolutely essential to get your coaching business up and running in a solid, professional and business-like manner.

Benay’s expertise guides you through those challenges in business development, she knows how to draw out the best of our expertise and get it out there for our potential clients. The accountability portion of the program is awesome.

I would not hesitate at all to recommend that enrolling in The Next Generation Program is crucial in the development and launching of your coaching business.

Leslie Dougherty

Executive Coach, Leadership In Life

Anyes-WorkbookGained the clarity I needed.

“I have really enjoyed working with Benay. Her program is very well structured and I have loved the 1:1 sessions with her. She is very talented when it comes to accountability and making sure you are moving forward. NGPD has helped me gain the clarity I needed given I was repositioning my business. I now have a clearly defined ideal client, a clear offer and pricing structure and a website reflecting all of that. Thank you so much Benay!”

AnYes van Rhijn

Life and Business Success Mentor,

my-ideal-by-tracy-lilleyCertain of my niche and passive income.

Before I started this program I was stuck and overwhelmed with so many ideas but very little action. I was telling myself that I needed start working these ideas but didn’t know where to start!

In just the first month of Benay’s program, I clarified my business values and created a compelling vision to keep me motivated. I have not only identified with great certainty, my niche, I have also created an amazing outline for a six month program.

I am feeling ‘unstuck’ and well resourced to tap into my creative flow with a number of other passive products in the pipeline.

A huge thanks to Benay for taking the time to outline a simple, practical and incredibly ‘doable’ program that gives you the ‘kick’ you need to get the results you want to see!

One year later…

Benay, I wanted to acknowledge how much your Nex Gen program impacted the course of my practice and business.

The eBook I wrote in the Next Gen has become the source of online income [LOVE getting those Paypal emails!], even more satisfying than the revenue is the knowledge that I am in my sweet spot, impacting women and adding value through my coaching content, resources and programs.

Sitting here this morning feeling very, very grateful that you said ‘yes’ and challenged me to say ‘yes’ too. Thank you.

Tracy Lilley

Eternal Purpose Coach,

Bev-WorkbookTangible results.

This is the first coaching program that has brought me tangible results

I loved the mentoring and feedback elements. This added tremendous value to Benay’s overall program.

I’m glad I trusted my gut instincts and signed up!!

Beverley Anderson

Business Coach, Business Boost Expert

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