Stop having good conversations.
Start coaching.
The 14-week coach training built for leaders in tech — whether you want coaching as your sharpest leadership skill, or as your next career. Certification included.
Claim your early bird seat See how it worksWho this is for
Built for leaders who coach — and for coaches in the making
The leader who wants to coach
You're a Director, VP, or senior manager in tech — and every problem still lands on your desk. You have "coaching conversations" constantly. But if you're honest, they're advice sessions.
- Build a team that solves its own problems
- Turn 1:1s into 5-minute coaching moments that actually shift people
- Stop being the bottleneck for every decision
- Certification optional — the skill is the point
The future coach
You keep wondering whether coaching could be more than a side interest — a practice, a portfolio career, or income alongside your day job. You need a framework, real practice, and a credential.
- A complete, teachable coaching framework — not vibes
- 15 hours of mentored coaching practice built in
- Associate Coach certification, fees included
- A path to Master Coach — and to coaching on Toni's platform
The problem
You're not coaching. You're mentoring.
When someone brings you a problem and you listen, relate, and share what worked for you — that's mentoring. It's generous. It's useful. And it quietly trains everyone around you to come back for your answers.
Coaching is a different act entirely: helping someone see their own situation clearly enough to solve it themselves. It is not a personality trait or a "management style." It's a structured, learnable skill — and it starts with knowing how to read exactly where a person is.
The Ignite Framework
Same facts. Three completely different relationships to them.
Every person you'll ever coach — including yourself — is in one of three gears. A gear isn't a mood. It's the relationship someone has to the situation in front of them. Reading it accurately is the skill everything else depends on. Tap each gear.
Reverse
Caught in the problem
"This is happening to me."
Attention is on the threat, the past, or what could go wrong. Agency feels absent. Negative emotion is running the show — and no plan built here will hold.
Neutral
The doorway
"This is what's happening."
The charge has dropped. Nothing is solved yet — but the person is present, settled, and open. Neutral is the doorway, not the destination. Most coaches rush straight past it.
Forward
Possibility & agency
"Here's what I can do about it."
Oriented to what they could do, create, or try. This is where curiosity, ideation, and committed action live — and it can only be reached genuinely through Neutral.
The golden rule: never skip a gear.
False Neutral — calm that's really collapse
"I'm fine. It doesn't matter. Whatever." Quiet, flat, agreeable — and completely checked out. It looks like acceptance; it's resignation wearing a quiet face. Still Reverse, in disguise.
False Forward — a plan laid over a feeling
The enthusiastic action plan built on top of an unaddressed emotion. It survives until the first moment of pressure — then collapses, and everyone wonders why "they seemed so committed."
Most coach training hands you tools and hopes for the best. This program has been rebuilt so that diagnosis is taught first, and in depth — including the counterfeit states that fool experienced coaches — before a single tool comes out. Then every tool you learn is mapped to the gear it serves.
The curriculum · re-architected for 2026
Fourteen weeks. Eight modules. One framework.
Coaching Foundations & Philosophy
What coaching is (and isn't), the Ignite philosophy, and the coach's way of being — how the philosophy leads directly into the framework.
Reading the Gears: Diagnosis Flagship
Defining each gear; the observable markers in language, tone, and energy; the counterfeit states; fluid re-diagnosis; worked transcripts.
Shifting the Gears: R→N→F in Practice
The emotion work of Reverse→Neutral, the creation work of Neutral→Forward, regulate-before-you-shift, and the multi-session arc.
Thoughts, Beliefs & Facts
Separating fact from belief, loosening limiting beliefs, and solving the right problem — the fuel behind Reverse.
The Coaching Relationship
Ethics and influence, confidentiality, contracting, resistance, holding space, and supporting the whole human.
Running Great Sessions
Session structure and arc, listening at depth, coaching notes, measuring progress — from 5-minute moments to full deep dives.
The Coaching Toolkit
The Reframing Matrix, cognitive reframing, commitment vs. trying, emotional intelligence, the Wheel of Life — every tool tagged to the gear it serves.
Group & Trauma-Aware Coaching
Group coaching modes, when to go 1:1, and coaching around trauma using the gears responsibly.
How it works
Built around a demanding job — because that's who it's for
On-demand training
All eight modules in the training portal — around 15 hours of teaching across 14 weeks, watched on your schedule.
6 live mentoring sessions
Dig deeper, practice, and get direct feedback from Toni and the Master Coach team. Recorded if you can't make one live.
Cohort Slack
Your community for the 14 weeks and beyond — discussion, practice partners, and support between sessions.
15 hours of real practice
Structured practice coaching — laser sessions and full sessions — with mentoring and feedback, supported for a full 6 months.
Homework that sticks
Weekly assignments that turn each module into behavior, not just understanding.
Lifetime alumni access
The alumni Slack, cross-cohort practice, the path to Master Coach — and the potential to coach through Toni's platform.
Certification
Become a certified Associate Coach — or take the training alone
New for this cohort: choose your path. The full program includes qualification as an Associate Coach — all certification fees included — with a guided route through your practice hours and mentoring requirements, and a later path to Certified Master Leadership & Executive Coach.
- 15 hours of practice coaching, fully supported (most complete it within the cohort)
- 5 hours of mentoring — provided inside the program
- Feedback from Master Coaches on your real coaching
- No prior coaching experience required
Leading a team and don't need the credential? The training-only path gives you the complete curriculum, mentoring, and practice — without certification.
Included bonuses
Everything you need to use this — immediately
Bonus 1
Learn How to Really Self-Coach
The best coaches coach themselves first. Learn to run the Ignite Framework on your own stuck moments — the setback, the difficult decision, the confidence wobble — so you lead from a clear head instead of a busy one. This is the skill that makes every other skill in the program land.
Bonus 2
Learn How to Coach Your Team in Your Weekly Meetings
No extra meetings, no formal sessions — genuine coaching inside the 1:1s you already run. The micro-structure of the 5-minute coaching moment: how to open it, diagnose the gear, and leave your team member with their next step instead of yours.
2 × Private 1:1 Sessions with Toni
Two full private coaching sessions with Toni — on any topic — to use before the end of 2026. Your promotion case, a difficult stakeholder, your next move. This bonus does not return later in the launch.
Worth $2,000Investment
Choose your path
Early bird pricing ends Friday 14 August, 11:59pm ET. Doors close 11 September.
Training + Certification
The full program with Associate Coach certification — all qualification fees included.
$6,000 early bird
or 3 payments of $2,100
$9,500 from 15 August
- Complete 14-week program & all 8 modules
- Associate Coach certification — fees included
- 6 live mentoring sessions + cohort Slack
- 15 hours of mentored coaching practice
- Bonus 1: Learn How to Really Self-Coach
- Bonus 2: Coach Your Team in Your Weekly Meetings
- Early bird: 2 × private sessions with Toni (worth $2,000)
- Lifetime alumni benefits & Master Coach path
Pay in full or choose the payment plan at checkout.
Training only
The complete curriculum and practice — without certification. For leaders who want the skill, not the credential.
$4,800 early bird
or 3 payments of $1,700
$7,600 from 15 August
- Complete 14-week program & all 8 modules
- 6 live mentoring sessions + cohort Slack
- Coaching practice with feedback
- Bonus 1: Learn How to Really Self-Coach
- Bonus 2: Coach Your Team in Your Weekly Meetings
- Early bird: 2 × private sessions with Toni (worth $2,000)
- Lifetime alumni community
Upgrade to certification later is possible — but costs more than the gap today.
Not sure which path — or whether it's the right time? Book a call with Toni. No questions are too big or too small.
Your Master Coach
I built the framework I needed — now I teach it
Before anyone called me a coach, I was a software engineer working on the world's fastest supercomputers. I landed my first corporate C-suite role seven years after finishing my Ph.D. — no MBA — and along the way discovered the thing I was actually best at: people handed to me as "difficult" kept thriving.
I wasn't a technical superstar. What I could do was read where someone was stuck and move them. That skill became the foundation of how I coach — and it's what I now teach as the Ignite Framework inside this program. Over the past decade I've supported more than 1,500 women in tech globally and trained over 50 coaches — and it all runs on the same framework I've used throughout my leadership career, helping brilliant women land roles, lead teams, and build careers they love.
But the tech industry needs more great coaching than one person can deliver. That's why Coach Academy exists — and why this cohort teaches the strongest version of the curriculum I've ever built.
Changing the world one leader at a time — Toni x
Questions
Everything people ask before joining
I've never coached anyone. Am I cut out for this?
I don't want to become "a coach." Is this still for me?
How much time does it take each week?
Is this only for women, or only for coaching women?
Can my employer pay for this?
What exactly does certification involve?
Which path should I choose — certification or training-only?
Is there a payment plan?
What if I fall behind or can't make a live session?
Fourteen weeks from now, you'll be a different kind of leader
The cohort begins Monday 14 September and finishes 18 December — the year ends with you trained, practiced, and (if you choose) certified. Early bird pricing and the private sessions with Toni end Friday 14 August.
Enroll in Ignite Coach AcademyAre you ready to ignite the potential of everyone around you?