We understand that choosing the right training provider can sometimes be a stressful and overwhelming process. There is a lot of mis-information in the industry and it can be hard to decipher what is genuine and what is marketing messaging.

Here at The Coaching Masters our integrity is extremely important to us, and we pride ourselves on complete and utter transparency; therefore, this page serves to educate you on the ins and outs of the industry so that you can make the right decision for you.

Industry background

There has been a lot of confusion around which training provider offers the right level of training in the Coaching and NLP industry over the last 20 years, and there is a common misunderstanding that there are certain organisations you must purchase from in order to have a valid legal coaching status. This, however, is not the case, and the simple answer is that there is currently no ‘right level; It is all down to the personal choice of the student.


Despite what you may have been led to believe, there is no official government, no legally agreed standard, no official or agreed course content, and there is a wide variation in levels of competency in both coaching and NLP.

The industry is what’s known as ‘Self-Regulated’, due to it being completely unregulated by any centralised government institution – so the industry has set up its own standards in order to try and maintain some form of regulation and quality.

This means that there is no official legal requirement or guideline you must adhere to when looking to find a training provider.

There are a number of these self-governing groups, organizations, associations, and bodies who have set up an independent business in order to reflect how they believe NLP & Coaching should be taught, practiced and accredited. However, these are just businesses, and there are no associations, bodies or institutions that are mandatory to join or achieve in order to be able to learn, teach or apply NLP or coaching.

Do not allow any training provider to tell you that you must take their training in order to be credible, as this is quite simply a manipulative marketing tactic designed to increase sales. This is something The Coaching Masters will never do. It is always your choice as to who you train with, and you’re under no obligation to anyone, or anything, to have that decision made for you.

Other coaches and practitioners may also make similar claims in order to justify their chosen route, to make them feel more superior, or it may simply be a false belief of how they believe the industry works.

The truth is, any perceived authority within the coaching space is a marketing illusion. All training providers in the industry are at an equal level. In fact, you’re free to do whatever you like as a Coach; whether that is to work with one of these associations, with us, or even on your own, using your personal experience and God-given talents. It’s all down to you, completely above-board and 100% within the confines of the law.

The Familiar Associations

You may have heard of some of the more known players in the industry such as the IAPC&M, The ICF or the ANLP, however, these more established associations are still businesses with no superior governance than anybody else in the industry, including The Coaching Masters.

Here are some extracts of language used from each of the more familiar association’s websites:

  • “ANLP provides a self-regulatory framework for NLP Professionals” – ANLP
  • “As part of a self-regulating industry, ICF is committed to coaches providing consistent value to their clients” – ICF
  • “We are an independent organisation, run by coaches and mentors for the benefit of coaches.” – IAPC&M

As you can see, although seemingly official, these associations exist to set an independent, self-perceived standard of quality, and the use of language such as: self-regulatory framework, self-regulating industry & Independent organisation, show that with an understanding of the industry, this information is being displayed, although somewhat hard to spot to the naked eye.

Each organization has a completely different set of criteria and educational hierarchy, including the traditional titles you may have heard such as ‘NLP Master’ or ‘Trainers Trainer’ – these titles are merely strongly marketed products, but they are not levels of mandatory educational status. You don’t need to do the ANLP’s Trainer Trainer to call yourself an NLP Trainer and you don’t need to do the ICF’s coaching course to call yourself a Coach. These strongly marketed products only bring a premium price tag, and offer no real assurance of better quality or results.

Please feel free to do your own research on the topic and you will discover the same information for yourself.

Our Associated Governing Bodies

We understand the confidence and assurance external validation can bring to our students; therefore, we decided to step on both sides of the fence and seek accreditation from highly-respected governing bodies in the industry, to show that even by the current industry standards, our training is of the highest-quality.

This is an optional layer of validation that we have chosen to achieve, but we do not require these in order to qualify and accredit Coaches and NLP Practitioners. To put it simply: we don’t need them, but we got them anyway.

The Coaching Masters 12 Week Coaching Programme  is accredited to a Level 4 equivalent by The International Authority for Professional Coaching & Mentoring. In order to achieve this accredited status for both the training material and the trainers, we had to carry out a vigorous and compressive assessment to ensure the absolute highest-standards of the IAPC&M. You are welcome to contact the IAPC&M to confirm this status and learn more about their organisation at

The Coaching Masters NLP Practitioner Course and The Coaching Masters NLP Master Practitioner Course are officially accredited and recognized under the Complementary Medical Association. This is only awarded to training providers that can demonstrate an extremely high standard of Neuro Linguistic Programming. Please feel free to contact The CMA directly to confirm this using our CMA Membership Number: C202002200004 and learn more about their organisation at:

TCM updated L4 cert annual renewal to Apr 2023
CMA cert 2024

The Coaching Masters, our Holistic Modalities Course, its trainer, Dayana Carmona and Workshop Facilitator Shannen O’Hara, are all officially accredited and recognized under the International Practitioners of Holistic Medicine (IPHM), Accreditation Board for Holistic, Complementary, Alternative healers/Counsellors and Beauty Therapists & Training Providers.

This is only awarded to courses and training providers that meet the rigorous standards of the IPHM and demonstrate an extremely high standard of service.

Please feel free to contact The IPHM directly to confirm this using our IPHM registration references:
Dayana Carmona
Membership No: IPHMNC6251

Shannen O’Hara
Membership No: IPHMNC11466 

The Coaching Masters Membership No: IPHMNC6253
You can learn more about their organisation at:

Dayana IPHM Cert 2022
IPHM page 0001 1

Our Trainers Qualifications

Lewis Raymond Taylor & Liam James Collins, the Founders of The Coaching Masters are our lead trainers and both have been awarded Accredited Senior Coach (ASC) status by The International Authority for Professional Coaching & Mentoring. This is again, a choice in order to demonstrate their abilities, rather than any legal obligation to do so.

Lewis acquired his transformative ability from years of extensive personal rehabilitation, psychotherapy, counselling and intensive and immersive learning within the industry from a variety of courses & personal coaching.

Liam was originally trained by Denise Collins, NLP Trainer, who has been in the industry for 20 years and taught by one of the co-creators of NLP, Richard Bandler himself. 

Lewis Taylor ASC annual renewal cert to Apr 2023
Liam Collins ASC annual renewal cert to Apr 2023

Our Facilitators Qualifications

Bonnie Boyda, our Training Director and Accreditation Workshop Facilitator, holds a Master’s degree in Applied Positive Psychology and Coaching Psychology, making her the perfect fit for her role. She is also a Certified Life and Health Coach. Bonnie now coaches clients from all over the world to build positive relationships with themselves so that they can succeed in any area of their lives!

Our NLP Master Workshop Facilitator, Christina Schimanietz, is an international and bilingual speaker, a qualified Hypnosis Coach, and a Bachelor of Media and Communication Management graduate. As a teenager, she discovered a passion for Neuro-Linguistic Programming (NLP), quickly rose to the top of her field, and is the youngest NLP Trainer of the International Society of NLP in Germany – mentored by the cofounder of NLP, Dr Richard Bandler. Christina is a certified NLP Practitioner, a Master Practitioner, an NLP Coach, and a Licensed NLP Trainer. Without a doubt, Christina is a true expert in her field. 

Our Ultimate Launch facilitator, Brooke Summer Adams, is a recognised international speaker, trainer, and author. Brooke holds a Bachelor’s Honor Degree in psychology. She established her own online coaching business after becoming an internationally qualified transformation coach and NLP Master Practitioner with the Coaching Masters. She is also a Senior Level Executive Contributor for Brainz Magazine. Brooke was named one of the top 10 female life trainers on Yahoo Finance in 2021. She also received the Brainz 500 Global Award this year.

Jermaine Harris, our Community Leader and Accreditation Workshop Facilitator, hold a Master’s degree in Psychology. Jermaine also qualified as an accredited Mental Health First Aid Instructor Trainer. He is now the fastest-growing inspirational speaker in the UK. He’s a firewalk instructor and award-winning motivational speaker and shared the stage with the likes of Dr John Demartini (The Secret), Jairek Robbins (World Renowned Performance Coach) and Sharon Lechter (Co-Author of Rich Dad Poor Dad). Jermaine also operates as a high-performance coach to athletes, rock stars, celebrities and the teams within global companies with multi £billion in revenue.

Dayana Carmona, our Holistic Coaching Trainer, holds a Bachelor’s Degree in Psychology and is doing her Master’s in Mental Health Counselling. She is an Accredited Coach, an NLP Master, a Reiki Master, a Registered Yoga Teacher and a registered executive trainer under IPHM. Dayana is a truly qualified expert, not just some of the ‘self-perceived’ experts you see in the industry.

Our Holistic Modalities Workshop Facilitator, Shannen O’Hara, is an Accredited Coach, Holistic Coach and a Reiki Master. She’s currently doing her yoga teacher training and advanced breathwork facilitation. Having built her own coaching business as a Holistic Self Love Coach, she now holds regular self-love events, workshops & soul-filled meet up’s and brings those struggling with Self Love, Confidence & Mindset.

Zarina Grace, our Course Creator Workshop Facilitator and an Empowerment Guru for coaches, is an Accredited Generative Coaching practitioner, a Master NLP Practitioner and a Course Creator. She has completed various CPD Training courses such as Unleash The Power Within – Tony Robbins, Brain-Friendly Training (Kaizen), Designing Effective E-Learning (CIPD) and many more, shaping her into the expert she is now.

Our Director of Education

Cristina Campofreddo, our Director of Education, holds a Master Certified Coach (MCC) Credential from The International Coaching Federation (ICF). Only 4% of all trainers worldwide are Master Certified, making her one of very few.

Cristina is an ICF Mentor Coach in the ICF Mentor Registry and an ICF Credentialing Assessor and a Coach Trainer. She is also a Former Board Member of the ICF South Africa Chapter and an Executive Manager in Training in the International Financial Sector.

MCC Cristina
MCC Badge

Our Awards in Coaching Excellence

The coaching masters is one of the fastest growing coaching academy’s in the world.

And because of that, paired with our exceptional products and services, we have gained vast recognition as one of the best coaching academy’s in the industry.

This is evidenced not only through multiple publications in such powerhouses such as Forbes and entrepreneur magazine, but also through our awards presented to us for excellence within the industry.

In 2022, for two consecutive years, we were extremely proud to receive the well respected, Corporate Vision ‘Best Online International Life Coaching Business’ award.

Giving testament to our overall vision of being the best coaching business in the world.

Aug22260 The Coaching Masters 2022 CV Education and Training Certificate 4 page 0001
Aug22260 The Coaching Masters 2022 Education Training Awards Logo page 0001

Association Assessment Criteria

Although not a legal requirement, the assessment criteria of the self-regulating governing bodies do allow us to demonstrate our Coaching Trainers are of the absolute highest standard in the industry. Below you will find the assessment criteria in order to qualify as a Senior Accredited Coach with the IAPC&M that our lead trainers, Lewis & Liam have both successfully completed.

  • Coach Specific Training Evidence: 120 Hours
  • Coaching Experience Evidence: 750 Hours
  • CPD Training: 30 Hours
  • Coach Specific Training Certificates
  • Client Testimonials
  • Code of Professional Conduct
  • Completed Capability Assessment
  • Professional Standards Interview
  • Coaching Supervision
  • Professional Indemnity Insurance
  • Live Capability interview: 40 Minutes
  • Live Coaching Session Skills Assessment: 40 Minutes

The IAPC&M capability assessment model is adapted from the ‘Oxford Brookes’ model for assessment of coaching. The inner-four circles represent the core of the capability assessment process. They are inter-connected as they rely on one-another for sustained development and growth as a coach, mentor or training provider. By focusing on these areas, they provide an extremely expansive assessment process to enable us to demonstrate true capability.

IAPCM Assessment Model

Your Legal Coaching Status

Liam James Collins, Lewis Raymond Taylor and The Coaching Masters organisation as its own entity, are all qualified to train, qualify, accredit and provide qualifications in every aspect of NLP & Coaching.

Any student who passes our courses is entitled to use the title of ‘Coach’, ‘NLP Practitioner’ & ‘NLP Master Practitioner’ – depending on what course you have taken with us.

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Your Accredited Status

The Coaching Masters Accreditation Coaching Training Course is accredited by the IAPC&M to a Level 4 equivalent. Upon completion of this course, you can claim the title of an ‘Accredited Coach’. 

Whilst you’re not directly accredited by the IAPC&M, you will be accredited by The Coaching Masters, your qualification with us does make you eligible to be accredited directly with the IAPC&M too. This is not a necessary step in order to claim the accredited status, it’s more of an extra layer of validation should you wish to establish yourself directly with a governing body. 

Where or by whom you are accredited by isn’t important, it’s the skills you acquire and the Accredited Coach title that you can use to boost your confidence and authority that matters.

Accredited by TCM Accreditation

Our Trainers Experience

Liam has run his own successful offline NLP training academy, trained NLP at Amazon HQ, as well as featuring on MTV as a Performance Coach for various celebrities.

Lewis became fully-booked with 1:2:1 clients, a sold-out group-coaching programme and a thriving membership site and community in just 8 months of launching his coaching business.

Lewis and Liam both achieved a multiple-six-figure income in their coaching careers and have gone on to creating a 7-figure coaching empire, speaking on stage across the world, have been featured in Forbes, and listed in the top 10 coaches in the world helping people thriving during the global recession, by Yahoo Finance. These things, despite numerous qualifications, are not something many coaching trainers can lay claim to.

The Real-Life Transformation

Here at The Coaching Masters, we offer a blend of models and frameworks, as well as practical, real-life, experience. The majority of other governing bodies throughout the world train ‘textbook style’ teaching, which we are strongly against, as we believe that it’s time to break the pattern of regurgitated information and start bringing a new-age style of learning into the industry that people can have confidence in applying to their own lives.

We are passionate about providing high-quality training that we know actually works, that we believe to go over and beyond any industry-standard, qualification or accreditation.

Liam has added NLP into his daily life by using the tools to battle the after-effects of surviving a terror attack and losing his dad to suicide, and Lewis overcame three different mental health diagnosis, sexual abuse, trauma, addiction, and bereavement.

There are many coaching trainers and even academics that can teach information they have never practiced, but real-life experience of transformation is something that is much harder to come by.

Our Workshop Facilitators

Each course is accompanied by live, interactive workshops to watch demonstrations, ask questions, practice, watch other people coaching and get feedback on your coaching ability.

The workshops are run by workshop facilitators who are trained coaches, but do not require any advanced qualifications in order to support you during these sessions.

Getting Insured

Our Assessment Process

You must attend 90% of training & workshops, submit a recorded coaching session and complete a 1,000-word essay in order to graduate from our courses. We take this very seriously.

The majority of those who commit themselves to the process, pass – and those that do, take part in our live graduation ceremony to acknowledge the successful completion of all of our courses.

The Traditional Educational System

Something we speak heavily about in coaching is limiting beliefs. Limiting beliefs are not facts but merely strongly held opinions, enforced by either oneself, sometimes family or even societal conditioning. One of these limiting beliefs is that education must be followed traditionally and in accordance to governmental structure.

Although the coaching industry is completely unregulated, we also suggest you look at the education system as a whole. There are many other ways of accessing information other than the traditional pathways that have been presented to you. Even traditional education is focused on making profit, and of course creates the rules to benefit their profitability.

Ultimately, you’re in control of where you choose to invest and access information. Only accessing one form of education is extremely limited. There is an abundance of education available to you that may be far more useful, quicker to obtain, reap greater results, and also at a much more reasonable price-point too.

Skills Over Qualifications

Qualifications make us all feel more confident and act as a significant statement that we have the skills we claim to have. However, does a qualification actually prove your ability? Employers, clients and many other people are now starting to discredit qualifications – as they don’t necessarily represent true skill-sets. Demonstrating one’s ability is far more beneficial to anybody, and we can assure you that if you can transform someone’s life, you’ll have far more success as a coach, than you would with even a doctorate in coaching from Harvard University.

Quality Assurance

The way our business model is designed is to show you our ability first. The value within our membership, delivered via our online training platform is at a $9.99 price-point, and is designed to demonstrate our coaching abilities, rather than leaving it down to guesswork.

We offer foundation certifications as part of this $9.99 subscription and you can study at your own pace and get a feel for what we are all about. After learning from us, you can then ask yourself whether you value our work, and make an informed decision as to if you believe it to be worth the investment. We won’t try to persuade you, we’ll simply show you instead, and you can decide for yourself before investing into one of our live accredited courses.

Quality-assured Money-back Guarantee!

We are committed to delivering the highest quality coaching. If within 14 days of your course purchase, you have attended your first week’s training & workshop, and you are not fully satisfied with the quality of the course, we will offer you a 100%, no quibble, money-back guarantee.


Complaints are extremely rare, but when we do miss something, we want to hear about it, and it’s extremely important to us that you feel heard, and we do everything we can to rectify any issues. You can check out our full complaint’s procedure at

Our Results

Whereas a lot of the training providers in the industry exist to provide certificates, we are here to help people become coaches; it’s as simple as that.

Our training is designed to give you the ability and confidence you need to become a coach, and to ensure you have the business knowledge required to ensure you’re able to establish a career from it.

Our student success rate is 98%, most of all students acquire clients immediately on completion of our program, and many go on to making a significant impact in the industry.

Our results truly do speak for themselves. The money they make, the personal transformation they have, and the impact they have in the world, is a testament to the training we provide at The Coaching Masters.

Our Vision

The Coaching Masters has grown considerably over the last 12 months and we have found ourselves having more influence, credibility and a much higher standard of quality than most other associations in the industry. We have a membership, a directory, and our own standard, and we believe we are no different to them and that the validation we offer our members is something to be far prouder of than some of the existing companies that exist in the marketplace today.

In years to come, we hope to be the leading authority for the self-governance of coaching. Although, we will always empower our students to know that this will always be their choice to work with us.

Statement on Ethics, Integrity, Transparency

The Coaching Masters commit to their own code of ethics. We act with integrity and transparency. We hold ourselves and our participants to the highest level of integrity and strive to be as transparent as possible by explicitly stating measures being taken to provide programs in an ethical manner. We do not believe in using manipulative or dishonest sales tactics and strive to provide a safe and ethical sales process. Further, we work to provide fair and equitable pricing for all programs to ensure access to and quality of coaching education.

Disability/Discrimination/DEIJ Statement

At The Coaching Masters we believe in equal opportunities for everyone. We do not discriminate against any of our team members, members or clients. We seek to empower Coaches to incorporate Diversity and Inclusion in their everyday practice.

The Coaching Masters endorses the right of individuals not to be discriminated against. We do not have a biased or discriminatory perspective on religion, class, ethnicity, culture, gender, and persons with disabilities. We recognise and respect cultural differences. We are building a Community that is inclusive and varied to people of all backgrounds.

What is Diversity? The practice or quality of including or involving people from a range of different social and ethnic backgrounds and of different genders, sexual orientations, etc.

What is Inclusion? The practice or policy of providing equal access to opportunities and resources for people who might otherwise be excluded or marginalized, such as those who have physical or mental disabilities and members of other minority groups. Inclusion is seen as a universal human right. The aim of inclusion is to embrace all people irrespective of race, gender, disability, medical or other needs.

The Coaching Masters relies on all its members to engage positively with the Diversity and Inclusion Declaration. Discrimination of any kind is not acceptable, and members will not support or engage in this behaviour. Members will be open-minded and willing to learn different outlooks and ways of being in situations or cultures that they are unfamiliar with. It is important for our members not to remain ignorant and to be open to possible areas of discrimination. With non-judgemental conversations, we can all learn how to be better well-adapted to other cultures.

Our members will uphold the inclusivity of all individuals and embrace individual differences. Members of The Coaching Masters will be inclusive of ideas, cultures and lifestyles. It is integral to us that everyone is treated equally, from our members and beyond. This will help create a more socially inclusive world. Members will engage in developmental activities that are likely to increase their self-awareness in relation to equality and diversity. If you see someone else in the community being biased or discriminatory in a situation, it is right to suggest a more inclusive way of moving forward.

We believe that including standard definitions of DEIJ is not enough. To make progress on DEIJ priorities, we need to have a clear understanding of what each theory actually means. We are aware of the role of the language used in our interactions. That is why we ensure that all our Community members (coaches in training, graduates, trainers, mentors, and assessors) have a shared, specific understanding of what: diversity, equity, inclusion, and justice mean. We believe that this creates a common foundation for progress.

At The Coaching Masters, we promote an intersectional DEIJ approach that recognizes that social identities do not exist in isolation and instead are interconnected and impact one another. We know it is imperative that, as trainers, we embody the desire to learn and to combine reflective practice with a kind, curious and caring approach to creating change in inequitable structures. We aim to create opportunities for trainers and students to learn with and from one another.

As providers of coaching education programs, we are aware we have a unique position – and therefore a unique responsibility – to lead the industry forward and create a more just and equitable training experience. The Coaching Masters leaders and members of our Community are required to demonstrate a commitment to reducing the gaps around DEIJ and lead by example.

We ask our leaders and members of our Community to create opportunities to talk directly about race, racism and the attainment gap and to identify what thinking is causing it and how it can be transformed. A change in culture is needed alongside a clear message that DEIJ issues are embedded within the wider strategic goals of The Coaching Masters.

We are committed to improving the collective understanding of difference and especially improving the collective understanding of neurodiversity. Neurodiversity is a viewpoint that brain differences are normal rather than deficits. Neurodiverse people experience, interact with and interpret the world in unique ways. At The Coaching Masters, we believe that this concept can reduce the stigma around learning and thinking differences and can promote the emergence of the uniqueness of each human being. It is an important perspective to embrace for a professional coach and, therefore, a key topic in coaching education.

Our leaders and our Community members are committed to working together to ensure that evidence on ‘what works’ is high quality and to share evidence of what works and what doesn’t. We are creating a collection of case studies and different success cases with the purpose of developing our successful cases and spreading their benefits in a higher number of situations.

All members of The Coaching Masters Community have a responsibility to promote equality, dignity and respect, and most of all, to celebrate diversity and to challenge unfairness and discrimination. We believe that being grateful and celebrating diversity is a value that brings more awareness and a more collaborative environment, especially in the coaching education sector, where welcoming the clients as they are in the moment is one of the highest competencies for a coach.

The Coaching Masters is committed to inviting keynote speakers to share their knowledge and experience around DEIJ, to inform our leaders and Community members and to inspire further thinking and action to expand our awareness and to promote equality in what we do and in who we are in our roles and as human beings.

Freedom of Choice

If you believe any other organization to be of a higher-quality, you’re welcome to explore opportunities with these providers, and we wish you all the best in finding the right training, quality and assurance that you desire.

If you’re wondering whether to go to the ICF to ANLP the IAPC&M the INN, TCM, or any other acronym for your certificate, the truth is, it doesn’t matter – what really matters is the value you receive, the skills you acquire, the confidence it gives you, and the results you get from the process.

If we can assist you in any way, please contact our support team at

Coach Your Way to Freedom.

The Coaching Masters