Coaches Going Corporate

A powerful series of eight neuroscience-based masterclasses designed for coaches moving into the corporate world
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What is Coaches Going Corporate?

Coaches Going Corporate is a powerful series of neuroscience-based masterclasses created by Master Certified Coach Lori Shook.

The course is ICF-accredited and can earn you 10.75 CCE units.

This course is designed for coaches who are used to working with clients in creative, spontaneous, emotional ways but are unsure how to use these coaching tools with more analytical clients.

Come to our webinar to learn more

If you want to hear more about Coaches Going Corporate from Lori, and have a chance to ask your questions, please join our webinar:

What is Coaches Going Corporate?

Who is Lori Shook?

Lori has been a Master Certified Coach since 2001 and she is passionate about training coaches. From 1998 to 2012 Lori worked at the Coaches Training Institute (CTI) where she was responsible for teaching and supervising coaches, training trainers, and expanding CTI into 14 new countries.

Along the way, Lori has coached countless clients in Fortune 500 companies, startups and public service organisations. She has developed ways to bring personal development to corporate and logical-minded clients and is passionate about training other coaches to do the same.

You can find out more about Lori and her work at

What Coaches Going Corporate will give you

The Coaches Going Corporate course will help you to build a bridge so that you can keep your tools, and adapt your approach to successfully do personal development coaching in structured environments and with logical-minded clients.

The course is structured so you can learn around your schedule, combining monthly webinars, streaming-video lessons and in-depth coaching demos, with reflective homework questions and coaching practice exercises to help you stretch, learn and embed new skills. 

You’ll learn the neuroscience behind your coaching tools and what’s happening in your clients’ brains during coaching; how to move easily from your clients’ problems to the internal processes driving their actions; techniques that tap into your clients’ creativity and values; ways to identify and replace unhelpful beliefs and emotional addictions; key elements to build trust and credibility with new clients; and simple methods to get even the most resistant clients to willingly engage with emotional and creative coaching tools.

6 Ways of Learning

We structure our courses so you can learn around your schedule.

Each class is made up of:


Bitesize teaching chapters

Coaching demos

Supporting reading

Reflective homework questions

Coaching exercises to practice with your clients

Monthly webinars

Coaches Going Corporate contains eight Masterclasses

Through The Door Model

This easy-to-remember model will help you to move from your clients’ external problems to the internal motivators and blocks that drive their actions.

Building Relationships

Learn how to create trust and credibility with your clients from day one, how to push back when clients are in denial, and ways to stay in a relationship during a conflict.


The Neuroscience of Coaching

Understand what is going on in your clients’ brains as they undergo coaching, and use neuroscience to tap into their creativity, counteract stress and create change.


From Resistance to Play

Learn a range of techniques to get even the most resistant of clients to relax and willingly engage in your more creative, emotional or playful approaches.


Working with Values

Take your values coaching to deeper levels by helping your clients understand the impact of their ‘foundation’ values, and learn the neuroscience of how ‘inspirational’ values motivate people.

Framing and Metaphor

Creative techniques to help clients step back from the hard focus and emotional intensity of their problems and tap into their creativity to find new wisdom and insights.


Beliefs and Emotion Addictions

Learn how to identify and work with the beliefs that underpin your clients’ actions. Notice when clients are ‘addicted’ to anger, drama or stress and help them detox these emotional habits.



Learn skills to focus your clients’ attention on their learning, their body and their emotions. Help them become more aware of themselves and more resourceful in how they solve problems.



“The videos are wonderful – it’s like having an expert trainer in your back pocket!”

Cara Diemont

Coach and Strategist, UAE

“The demos are well done and are realistic examples of issues that corporate clients are often faced with.”

Nuket Veral

Executive Coach, Belgium

“One of the best video series I’ve watched. It taught me so much about my own brain and I am definitely going to be sharing with my clients.”

Stephen Light

Leadership Expert and Executive Coach, UK

“I love having access to an online library. This course has helped me relax about coaching people in organisations.”

Louann McCurdy

Coach, Canada

“This course has given me precision of language to explain why we do what we do as coaches.”

Dorit Noble

Executive Performance Coach and Nia Trainer, UK

Frequently Asked Questions

Is this course for new coaches, or experienced coaches?

Coaches Going Corporate is designed for trained coaches who are aiming to develop specialist skills to work more confidently with corporate or logical-minded clients. If you are a newly trained coach, this course will help you take your existing coaching skills confidently and professionally into corporate coaching.

If you are an experienced coach, this course will act as a bridge, teaching you the neuroscience behind your coaching tools, and sharing an approach to help your corporate, linear-thinking clients buy in to the full range of your coaching tools.

Can I get refund if I am unhappy?

The course if fully refundable. If by the end of 30 days you are not satisfied for any reason, let us know and we will give you a full refund.

Do I need to download the videos?

There is nothing to download. The classes are streaming video and will play directly from the website. You can log in from any desktop computer, tablet or phone, and watch the classes anytime or anywhere that you have internet access.

Does this course provide CCEs?


The programme will give you 10.75 ICF CCE units!

You can now purchase the package that gives you 10.75 units from the International Coach Federation (ICF).

Note: ICF does not give CCE units for virtual only programmes, we have therefore constructed a more comprehensive learning journey for you:

In order to get your CCE units, you must:

  • Go through the programme, all videos and also the demo videos. You will then for each module, submit your answers to a couple of questions.
  • Attend at least four webinars. These webinars give you possibility to discuss your learning, ask questions and deepen your understanding of the material.
  • Paying the fee for the Certificate.

Please note: You can buy the programme, go through the material in your own time AND attend as many webinars as you want (during 9 months) and only when you decide to apply for the CCE units from ICF do you need to pay extra for the Certificate.

Why attend the webinars?

The course includes monthly webinars where you can interact with a facilitator and your learning colleagues. This is where you can ask questions, share ideas, and deepen your learning. They are FREE (included in your programme cost.)

Some of our other offerings

The Traffic Light Tool – an advanced coaching tool for experienced coaches. This programme enables clients to identify underlying fear based drivers and release them, so they can move forward with more inspiration.

Rewired to Relate is a five-week programme for everybody who wants to collaborate.
You will learn:

  • what motivates and demotivates you
  • how to keep your brain calm, cool and collected
  • to work better with others
  • to build your resilience and brain capacity
  • how to support your brain so you can be your best self

Our FREE webinars on Neuroscience made simple have a new topic every month.

These are not downloads or one-way lectures, they really get interactive and you get to talk with other participants in small break-out rooms.

More coaching demos with Lori Shook

We have heard many times from many coaches that it is hard to find demonstrations of coaching. So, we are providing some.

These demos will show you different approaches to different topics and different clients as well as a series of coaching sessions with one client to see how those sessions hang together.

Contact Us

To get in contact to find out more information on the Coaches Going Corporate course, please fill in the online form below with your enquiry.

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Contact Us

Telephone: +44 758 298 4479


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