CoachStart™
Coaching is one of the few careers AI can't do.
Come and find out if it's yours. In three hours you'll be coached properly — not watch a demonstration — see the five ways coaches actually earn a living, and leave with a niche and a first offer of your own.
Save your seat.
Free, live, and not recorded. We keep the room small enough that everyone gets coached properly, so places go.
You'll get a confirmation straight away and a reminder the day before. Nothing else — we won't cold-call you and we won't put you in a countdown funnel.
Save my free seat
Saturday 10 October · 9:00am – 12:00pm AEDT · Live online
You've been thinking about this for a while.
Maybe a year. Maybe five. You've read the books, saved the posts, had the conversation with a friend who said you'd be so good at that. And you're still exactly where you were.
There are usually two things underneath it. The first is quiet and a bit uncomfortable: would I actually be any good at this? The second is more practical, and it's got sharper in the last couple of years: is this even a career worth starting?
Fair question, and worth answering honestly. Whole professions are being rewritten by AI right now. Coaching is one of the few that isn't — because nobody has ever changed their life by being handed a better answer. They change it by being asked a better question, by someone who is genuinely present with them. That's the work. It doesn't automate.
Three hours, and you'll know whether it's yours.
Experience it. Understand it. Build it.
Three movements, in that order — because none of the rest of it means much until you've felt what coaching actually does.
Experience it
You'll be taken through a genuine coaching session from our curriculum, with you as the client. Not a demonstration between two other people — you, on something that's actually live for you.
Understand it
Why we teach four modalities rather than one — coaching, NLP, hypnosis and positive psychology — and what each of them can shift that the others can't.
Build it
Who you'd love to help, what you'd offer them, and the five genuinely different ways coaches make a living. Including the ones that don't involve trading hours for dollars.
Empowering Your Self-Talk
- What do you tell yourself about this area of your life, over and over?
- Are those beliefs actually yours — or someone else's, taken on?
- What do you say to yourself when things are going well?
- And what do you say when they're not?
- …and three more, on the day.
Change the conversation in your head.
That's the session. Empowering Your Self-Talk — a group coaching experience, run live by Doc, in the middle of the morning. You'll be the client, not the audience. It's one of the first twelve coaching sessions we teach our coaches — the structures they go on to use with people who pay them.
You'll do the work on yourself. Most people are surprised by what comes up in half an hour, and that surprise is the useful part — it's very hard to keep wondering whether coaching does anything once it's just done something to you.
It's also a demonstration of a business model, which we'll come back to later. What you'll have just experienced is group coaching, delivered online, to a room full of people at once.
Worth knowing what this is. Empowering Your Self-Talk sits in the first twelve coaching sessions we teach inside our Practitioner programme — the one students pay $5,400 to complete, before they go on to NLP, hypnosis and positive psychology. You're getting one of those sessions, free, run by the founder. We'd rather show you the actual curriculum than describe it.
What you'll have by lunchtime.
A real coaching session, done on you
Not a demonstration you watched. An actual session from our curriculum, with you doing the work. Most people who've wondered about this for years have never had one.
A niche worth exploring
Who you'd genuinely love to help, and why it's usually closer to your own life than you'd expect. Not your whole career — a direction.
A draft signature offer
Title, timeline, target. Something you could describe to someone at a barbecue without going vague halfway through.
How coaches actually earn
The five delivery models, what each one takes to run, and which ones scale beyond your own calendar. This is the part nobody explains properly.
Five ways to make a living at this.
Most people assume coaching means one-to-one sessions forever, and quietly conclude they'd burn out. There are four other ways.
One-to-one
The foundation. Deep work, highest fee per hour, bounded by your calendar.
Highest fee per hourGroup coaching
The same session, delivered to many. You'll experience this one on the day.
You'll see this liveWorkshops
Short, focused, one topic. The most common way new coaches find their first clients.
Where most coaches startSeminars
Larger rooms, bigger reach, and a different skill set. We'll show you what it takes.
Bigger reachProducts
Memberships and programmes that keep earning when you're not in the room.
Beyond your calendarWe won't be quoting you income figures. Plenty of people in this industry will, and you should be careful with them. We'll show you the models and what each one genuinely takes to run.
Three hours, and you'll know.
Saturday 10 October, 9:00am – 12:00pm AEDT. Live online, free, and not recorded.
Long enough to change your mind. Short enough that you'll actually come.
You'll find longer events out there — six hours, seven, a full day. We've run those. What we noticed is that the people who most need this are often the least able to give up an entire Saturday. There's a shift, or kids, or a partner who'd quite like to see them.
Three hours is enough to experience a real coaching session, do the work on your niche and your first offer, and understand how coaches actually earn. Everything past that is padding — and padding is how you lose the back half of a room.
We start on time and we finish on time.
Exactly how the morning runs.
No mystery, no surprises. Here's the whole thing.
Welcome
Doc and Anthony, and what you'll leave with.
What coaching actually is
Fifteen minutes, not an hour. Enough to know what you're about to experience and why it works.
Why the world needs more coaches, not fewer
What AI is doing to professions right now, why this one holds up, and what that means for someone starting today.
Coaching session — Empowering Your Self-Talk
A full session from our curriculum, run live, with you as the client. Thirty-five minutes on you.
Debrief
What shifted, what surprised you, and what was actually happening underneath the questions.
Break
Ten minutes. Stretch, kettle on.
The Big Four
Coaching, NLP, hypnosis and positive psychology — what each one reaches that the others can't, and why we teach all four.
Your niche and your avatar
Finding the intersection of your experience, your interests and your empathy. Guided, on paper, for you.
Your first offer
Title, timeline, target. You'll draft something real enough to say out loud.
How coaches actually earn
The five delivery models, side by side, with what each one takes to run.
Using AI to build the business
Where it genuinely helps a new coach — and the places you shouldn't let it near.
Where this goes next, and your questions
The training pathway if you want it, everything answered, and we finish on time.
This isn't right for everyone.
Come if…
- You've been quietly curious about coaching for a while and never done anything about it
- You want to experience the work properly before you decide anything
- You're already coaching informally — as a leader, a manager, a parent, a friend — and wonder if it's a career
- You want to understand the business side before you commit, not after
Leave it for now if…
- You want a passive income idea rather than work you actually do with people
- You're going through something heavy right now and need support yourself — we'd genuinely rather you got that first
- You're hoping for guaranteed income figures. We won't give you any.
- You want a certificate without the practice that makes it mean anything
Yes, we'd love you to study with us.
We're a coaching college. We run this workshop because a meaningful number of people who attend go on to train with us, and we'd rather show you what we do than tell you about it.
So near the end we'll spend about ten minutes on our training pathway, and then we'll stop. We won't cold-call you. We won't DM you. We won't put you in a countdown funnel. If you want to talk, you'll know where we are.
The other two hours and fifty minutes are yours, and they're worth showing up for on their own.
And a few things you won't find here: no countdown timer. No "$997 value" stamped on a free event. No promises about six-figure incomes. No celebrity endorsement doing the work our graduates should be doing.
We're a college. We'll show you the work, tell you what the training costs, and let you make your own mind up.
Who you'll be spending the morning with.
Glen "Doc" Murdoch
Founder
Doc did the rounds first. He sat through most of the main coaching courses in Australia as a student, and came out of every one of them with the same feeling — good in parts, missing something. Not one of them gave him the whole set of skills he was actually after. So in 2011 he stopped looking and built it: four modalities under one roof, and the best trainers he could find in each, recruited one at a time. More than 5,000 people have come through since. He still runs the room himself rather than handing it to someone else — on the day, the coaching session is his.
Anthony Joel
Course Coordinator
Anthony is the person you'll actually talk to. He's our student mentor and course consultant, which in practice means he spends his days on the phone with people working out whether coaching is for them — and telling a fair few of them that it isn't, or not yet. If you have a question after the workshop about timing, cost, or whether study fits around shift work and kids, he's who you'll get. Outside of work he does Ironman events, which tells you most of what you need to know about how he handles a long project.
People who started exactly where you are.
You learn a subject, you gain a certificate, you start a coaching business.Practitioner of Coaching graduateTold us about his first $4,000 contract in 2023 — now runs a million-dollar coaching business
I made back triple my course investment in 6 months — which I think is AMAZING!Leadership coach & retreat co-founderMade back triple her course investment within six months
I've learned to have the courage to say 'yes' and work out the 'how' later.Mindset and health coachCame to one of our open days in 2018 — now runs her own practice
What we deeply long for is simply connection to ourselves.Women's coachBuilt her business on Instagram, now runs group programmes of 40–50 women
Working with kids is about laying the foundation for a brighter future, instilling confidence.Coach in schoolsThirty-five years in corporate, now coaching children
I wanted a job that I'm equally as passionate about — something that makes me jump out of bed in the morning.Performance coachEighteen years a soprano soloist in Germany, now coaches performers worldwide
My mission is to inspire, encourage and bring hope to anyone who has been told or thinks that they're not good enough.Coach to photographersA photographer told he'd never amount to much — now coaches photographers globally
These are individual results from our graduates, not a forecast. We're showing you what some of our people have built — not what you will. You'll meet graduates at various stages on the day and you can ask them yourself.
Things people ask us.
Is it really free? What's the catch?
Will I have to coach someone?
Do I have to have my camera on, or speak?
Will there be a recording?
What do I need to bring or prepare?
Is coaching actually a viable career — especially with AI?
What happens if I decide I do want to train as a coach?
I'm not in Melbourne. Can I still come?
You can keep wondering, or you can find out.
Three hours from now you could have experienced the work properly, and know whether it's yours. That's a very different position from where you're sitting.
The Life Coaching College · ICF Level 2 accredited · Training coaches since 2011 · 1800 424 556