Build Leaders Who Coach – Not Just Manage

A rigorous, business-focused corporate coach certification for leaders in complex organizations

The Shift Corporate Coach Program™ (SCCP) gives your leaders a clear, accredited pathway to become confident corporate coaches who can handle tough conversations, lead through change, and grow their people – not just manage tasks.

The World Has Changed. Has Your Leadership Kept Up?

During these times of unprecedented levels of change, there is no playbook or simple solution to address the complexity people are facing. A fundamental shift is required in the capabilities of leaders and teams, calling for an immeasurable increase in their ability to adapt, change and grow.

That’s why Sue Pahl, CEO of Shift Coaching and creator of the Shift Corporate Coach Program, believes that:

“Every leader needs a coach and every leader needs to coach.”

The way we work is being recalibrated – and coaching is emerging as a key competency from frontline manager to CEO.

The Reality on the Ground

If you’re responsible for leadership, talent, or culture, this may sound familiar:

  • Your managers are stuck in “fixer mode” – solving problems for people instead of developing them. 
  • Difficult conversations around performance, behaviour, or change feel draining and often get avoided.  
  • You’ve invested in workshops and leadership retreats, but little actually changes in day-to-day conversations.  
  • Change fatigue and resistance are real – and your leaders don’t have a playbook for coaching people through it.  
  • “Coaching” is in the job description, but in reality it’s informal, inconsistent, and fuzzy.

Imagine This Instead

Imagine if, across your organization:

  • Leaders at every level could hold high-stakes conversations without damaging trust. 
  • Managers shifted from telling and correcting to coaching and partnering.  
  • Teams felt safe to speak up, own problems, and bring their best thinking to the table.  
  • There was a shared language and toolkit for coaching – used in performance reviews, 1:1s, and project meetings.  
  • You could point to a credible, externally recognized program as the backbone of your coaching culture.

That’s what The Shift Corporate Coach Program is designed to create.

Introducing

The Shift Corporate Coach Program

A four-phase, WABC-accredited journey that turns your leaders into certified corporate coaches.

SCCP is a complete development pathway that moves leaders from “I’ve heard of coaching” to “I am a corporate coach – and I can show you how I work.” It’s built for large, complex, often regulated organizations where risk, hierarchy, and politics are real – not hypothetical.

Program at a Glance

  • Audience: Senior managers, directors and high-potential leaders in complex organizations
  • Format: Self-paced online curriculum + weekly live Q&A calls + mentoring + peer community
  • Structure: 4 phases – Learning Shift, Skills Shift, Practice Shift, Final Shift
  • Outcome: Certified Shift Corporate Coach, positioned for WABC Registered Corporate Coach™ (RCC-L1) eligibility.

How the Program Works: The 4 Shifts

Shift 1 – Learning Shift

Understand coaching, yourself, and your context

Leaders start by answering three big questions: What is corporate coaching? How do I show up? How do my relationships work? 

By the end of Learning Shift, your leaders will be able to:

  • Explain what corporate coaching is – and is not – in clear business language, and distinguish it from mentoring, managing, or “fixing.”
  • Connect coaching directly to business outcomes in a CUCA world, so it doesn’t feel like a soft add-on.
  • Use tools like AMBeR and ARLP to turn weekly work experiences into structured learning loops.
  • Build trust-based relationships faster with tools like Best Self, Me–You–We, and Social Contract.
  • Notice their own patterns and triggers, so they can stay present and grounded when things get tough.

In simple terms: Learning Shift = understand coaching, understand yourself, understand your relationships, understand the brain.

Shift 2 – Skills Shift

Turn coaching concepts into confident skills

This is where theory becomes behaviour. Leaders learn how to run real coaching conversations from start to finish using the Shift Coaching Model (Assess–Shift–Grow) and a clear Coaching Conversation Flow (Connect–Assess–Shift–Grow–Commit).

They will learn to:

  • Use Olympic-level listening – fully present, tuned into what’s said and unsaid.
  • Ask powerful, open questions that move people from dependence to ownership.
  • Coach effectively in 15–20 minutes using the QuickShift framework.
  • Apply the full A.L.I.V.E. skill set – Appreciate, Listen, Inquire, Validate, Educate – in a way that feels ethical and grounded, not “rah-rah.”
  • Close conversations with clear AMBeR commitments so people leave knowing exactly what they’ll try next.

By the end of Skills Shift, leaders have a repeatable coaching process they can take into any performance, change, or development conversation. Graduates also receive a certificate for 24 CCE hours in ICF Core Competencies from the ICF.

Shift 3 – Practice Shift

Coach for real and make small moves that change everything

Practice Shift is a true practicum. Leaders coach real coachees in their real context, not just peers in role plays.

In this phase they will: 

  • Turn Assess–Shift–Grow into a natural way of working, not a script. 
  • Use 4D leadership micro-moves (Visioning, Directing, Including, Cultivating behaviours) to shift the climate on their team – one small behaviour at a time.
  • Run focused Assess-only, Shift-only, and GROW-only sprints to deepen each phase of the coaching journey.
  • Participate in coaching circles, recordings, and mentor feedback, so they see their own patterns and growth over time.
  • Build a live case study of one real coachee, documenting tools used and outcomes achieved.

This is where leaders stop saying “I’m learning to coach” and start living “I coach as part of how I lead.”

Shift 4 – Final Shift

Consolidate growth and step into a professional coaching identity

Final Shift turns experience into evidence. Leaders gather everything they’ve done into a simple portfolio and cross the line into certification.

They will: 

  • Compile a session tracker, reflection log, reading log, and case study that shows the depth of their practice.
  • Submit recorded coaching sessions and receive targeted mentor feedback.
  • Articulate their coaching style, strengths, and edges in clear language.
  • Complete the requirements to become a certified Shift Corporate Coach, supporting eligibility for WABC’s Registered Corporate Coach™ (RCC-L1) designation.

Final Shift is not a test designed to trip them up; it’s a structured way to recognize the work they’ve already done and cement a new professional capability.

Always-On Support Around the Journey

To keep SCCP from becoming “just another online course,” three elements support your leaders end-to-end:

Shift Coach Resource Library

A one-stop hub for all the core models, visuals, and templates from the entire program – plus learning journals and tracking spreadsheets. Leaders can quickly access tools like Best Self, Social Contract, Learner/Judger, CUCA, 4D, AMBeR, ARLP, Me–You–We, Yes But / What If, Levels of Listening, and the Shift Coaching Model right before real conversations.

Coaching Call Hub

A dedicated space that houses all live Q&A call recordings, organized by year and month, plus guidance on how to prepare and get the most from each call.

Communities & Discussion Areas

Program-wide and per-phase communities where leaders share wins, questions, and insights – and see how others are using the tools.

  • Compile a session tracker, reflection log, reading log, and case study that shows the depth of their practice.
  • Submit recorded coaching sessions and receive targeted mentor feedback.
  • Articulate their coaching style, strengths, and edges in clear language.
  • Complete the requirements to become a certified Shift Corporate Coach, supporting eligibility for WABC’s Registered Corporate Coach™ (RCC-L1) designation.

Final Shift is not a test designed to trip them up; it’s a structured way to recognize the work they’ve already done and cement a new professional capability.

What Makes The Shift Corporate Coach Program Different

Unlike generic coaching courses or one-off workshops, SCCP is built from the ground up for corporate realities:

  • Business-First, Not Fluffy
    Everything is anchored in corporate coaching in context – C.U.C.A. environments, culture, systems, and business outcomes. This is not life-coaching repackaged for business.
  • A Structured, End-to-End Journey
    Leaders don’t just attend a workshop and go back to business as usual. They move through a four-phase pathway – Learning, Skills, Practice, Final – with clear outcomes and support at each step.
  • Accredited and Credible
    SCCP is aligned with the standards of the Worldwide Association of Business Coaches (WABC) and positions graduates for the Registered Corporate Coach™ (RCC-L1) designation – giving HR and OD leaders a credential they can stand behind.
  • Real Practice, Real Feedback
    Leaders coach real coachees, record sessions, and receive targeted mentor feedback – so behaviour actually changes, not just awareness.

Who This Program Is For

Perfect for Your Organization If You Want To:

  • Build a bench of leaders who can coach, not just manage.
  • Move from “coaching is a buzzword” to coaching as everyday practice in 1:1s and team meetings.
  • Accredited and Credible
  • Support major change or transformation with better conversations, not bigger slide decks.
  • Offer a serious, externally recognized development pathway for high-potential leaders.

Ideal Participants

Senior managers, directors, and high-potential leaders who:

  • Already have some responsibility for coaching, mentoring, or developing others.
  • Operate in complex, often regulated environments.
  • Want structure, confidence, and tools to coach more effectively.
  • Care deeply about doing right by their people while delivering results.

Common Questions about SCCP™

The program is designed for busy leaders in change-heavy environments. Core learning is self-paced, and weekly live Q&A calls plus the Coaching Call Hub let participants engage deeply even if they occasionally miss sessions. Leaders also practice coaching in real conversations they’re having anyway – no artificial “extra work.”

SCCP is relentlessly practical and business-focused. Models like Assess–Shift–Grow, QuickShift, A.L.I.V.E., 4D leadership behaviours, and our Commitment- and Reflection tools give leaders clear structures they can use the same week in performance, change, and stakeholder conversations.

Leaders track sessions, commitments, and reflections throughout Skills, Practice, and Final Shift, culminating in a case study and coaching portfolio. This gives you tangible evidence of behaviour change, coaching activity, and impact stories you can share with executives.

SCCP is designed to plug into existing values and frameworks, not replace them. Coaching tools and models can be mapped to your current leadership expectations and used to bring them to life in everyday conversations.

SCCP - Team
License
(minimum 10
seats)

$4995 CAD

  • Meetings and 1:1s start to use a common coaching language
  • Tough conversations get easier, calmer, and more productive.
  • Leaders stop fixing problems and start growing people.
  • Practical tools turn into habits your whole organization feels.

SCCP -
Individual
License

$6995 CAD

  • Tough conversations get easier, calmer, and more productive.
  • Leaders stop fixing problems and start growing people.
  • Practical tools turn into habits your whole organization feels.
  • -

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