Coach Training Campus is a divisions of Quantum Leap Pty Ltd
Gabby Button, who became a co-founder of The Coach Training Campus, spent much of her career fascinated by what turns learning into action and good intentions into real results. Her work across adult learning, leadership, business and facilitation had taught her that knowing what to do and actually making something happen are very different things.
When her work brought her closer to the coaching industry, she saw a problem she wanted to understand.
Well over 90% of coaches were not earning even a basic living from coaching, despite many investing thousands of dollars in qualifications, further training, marketing programs and business development. These were often capable, committed people who had entered coaching because they genuinely wanted to make a difference, yet the business they had imagined was simply not materialising.
Gabby began researching why.
What followed became an extensive investigation involving hundreds of coaches and their clients. She wanted to understand what coaches were experiencing, what their clients were experiencing and, most importantly, what was missing.
She then worked with coaches who had succeeded in building the businesses they wanted while also creating genuine impact for their clients. Success was never defined by an arbitrary six-figure benchmark. The question was much more interesting: what did these coaches have in place that so many others did not?
The answer was not obvious. It took extensive, ongoing research before a clear pattern emerged, one that was consistently present in the successful coaches even though many had never consciously recognised it themselves.
That systemic view of coaching success became Coaches Results Express™.
For Gabby, the research also made the human cost of the problem much harder to ignore. She was seeing skilled coaches spend thousands, sometimes tens of thousands, chasing another qualification, marketing formula or promised solution, only to begin questioning their own ability when nothing seemed to create real traction.
This mattered particularly when she saw experienced women arriving in coaching with decades of knowledge,
professional capability and lived experience behind them, yet struggling to recognise the value of what they already carried or turn it into work that was visible, valued and sustainable.
The problem was never simply about money. It was about good people being prevented from making the impact they had come into coaching to make.
In 2020, much of Gabby’s corporate training, facilitation and consulting work suddenly came to a halt. It was during this period that Gabby met Deb King, soon to become the other co-founder of the Coach Training Campus.
With a shared interest in coaching, Gabby shared the research and the outcomes you had uncovered. Deb had spent more than twenty years in coaching and immediately saw the potential.
Her response was essentially that more coaches needed to know about this. So, during the “Great Pause”, Gabby and Deb began working with coaches online, bringing the research and thinking into practical programs and conversations. That work continued to grow and eventually became Coach Training Campus.
Years later, the challenges coaches face, and the success rates across the industry, have changed very little. Too many talented coaches are still investing heavily in training and marketing without building the sustainable businesses or creating the impact they hoped for.
What has changed is the environment in which coaches are trying to succeed. The market is more crowded, clients have more choice and information is everywhere. AI can now produce competent advice, questions, frameworks and content in seconds, while also changing how people find, assess and choose expertise.
Clients have more choice, expertise is harder to distinguish and the way people discover and evaluate who they want to work with is changing rapidly.
The things identified through the original research now matter more than ever. Coaches need to create meaningful results, develop distinctive expertise, make that expertise visible and build businesses capable of sustaining the work.
The difference is that the bar is rising.
Information itself is no longer particularly scarce. Competent advice is increasingly easy to access. As AI becomes more capable, the gap between average coaching and exceptional coaching matters more, not less.
Staying relevant also requires coaches to keep developing. New research, changing client expectations and advances in AI all have implications for the way we work, and part of being a professional now is knowing what deserves our attention and what does not.
This is where Coach Training Campus continues to evolve.
Gabby remains deeply engaged with new research across coaching, adult learning, client results, expertise, visibility and AI, bringing the developments that genuinely matter into the work of the Campus.
We are not interested in filling coaching with technology simply because it is available. AI belongs where it genuinely improves the coaching, the client experience or the business.
Our greater interest is in making sure the coach continues to become more capable, more distinctive and better equipped for the world their clients are actually living in.
Coach Training Campus began with two things: a question and a conviction.
The question was why so many capable coaches were investing heavily in their development yet still struggling to build sustainable businesses. The conviction was that coaches needed a different level of training and professional development, one that did more than add another qualification or marketing tactic and instead helped them bring the whole picture together.
That original purpose still sits at the heart of the Campus today, although the work has grown with the profession.
The coaching profession is entering a period of enormous change. We want the coaches around us to be more than observers of that change. We want them informed, relevant and confident enough to help shape what comes next.