She had clients.
She just didn't have a practice.
Beyond Sessions gives you the architecture that goes underneath the coaching you already do well.
Most qualified coaches reach a point where the sessions are good — genuinely good — but the practice around them isn't working. Clients come and go without a clear pattern. The chemistry conversation ends without a decision. Revenue is inconsistent despite real results.
The coaching is not the problem. The container is.
You were trained to coach.
You weren't trained to run a coaching practice.
That is not a failing. It is a gap that coach training doesn't cover, and it shows up in specific, recognisable ways.
You dread the end of the chemistry conversation — not because you're not good with people, but because you never designed the session to end with a decision. Clients drift after a few sessions — not because the coaching isn't working, but because there is no structure holding them across the full arc of their engagement. You can't quite describe what you do to someone who hasn't experienced it — not because your work isn't valuable, but because you've never mapped the journey you're taking clients on.
Beyond Sessions addresses each of these directly. Not with theory — with a working system you build during the program and take into your practice the same week.
What changes when your coaching has a system underneath it
- Chemistry sessions that end in a decision, not a follow-up
- A discovery phase that sets the foundation before the coaching begins
- Delivery sessions with a consistent rhythm clients feel as well as you do
- A completion process that makes the value of the journey visible
- A practice you can describe precisely to someone who has never heard of you
- Income that reflects the quality of your work, not how many hours you fill
Sessions vs Journeys
Selling Sessions
When a client is buying time with you one session at a time, they are judging each session individually — not the destination. Every meeting has to justify itself.
What it looks like:
"Let's start with six sessions and see how things progress."
Why it fails:
The client's focus stays on each individual meeting. Every session carries the full weight of justifying the investment — like buying a separate train ticket for each stop rather than one ticket for the journey.
The psychology:
The client carries the burden of figuring out the steps. They pay with money and with mental energy. Nothing feels inevitable.
Selling Journeys
When a client is buying a destination, the price of the ticket stops being the point. Everything becomes clearer — for them and for you.
What it looks like:
A structured three-month engagement from where you are to where you want to be — a defined discovery phase, a consistent delivery rhythm, and a completion process that marks what you have built together.
Why it works:
The client buys the outcome, not the hours. They commit to the destination, not the next appointment. Commitment deepens. Results compound.
The psychology:
You remove the 1,000-step burden. The client arrives at each session knowing why they are there and where they are headed. Both sides benefit from that clarity.
What your practice looks like
after Beyond Sessions
How you enrol clients
The chemistry conversation stops being the moment you dread. With a designed session structure — a clear preframe, a purpose named upfront, and a decision built into the end — the conversation does the work. You stop performing and start coaching.
How you price and deliver
When a client is buying a three-month journey with a defined beginning, middle, and end, they are not comparing your hourly rate to anyone else's. They are buying a result. You price accordingly and deliver with confidence.
How clients experience working with you
Clients who work inside a designed journey stay longer, go deeper, and refer more specifically. The completion process — the structured conversation at the end of the engagement — makes the invisible visible. Clients see what they have built. That is not something disconnected sessions produce.
Is this for you?
Beyond Sessions is for qualified coaches who are already working with clients, already delivering results — and ready to build the system that holds their practice together.
This is for you if:
- You are credentialled or nearing credentialling, and your coaching is good. What you don't have is a structure that runs the business side with the same rigour you bring to the room.
- Your chemistry conversations often end without a decision, and you spend days waiting to hear back from people you know you could help.
- Clients thank you, refer you, tell you that you've changed their lives — and your income is still inconsistent, because there is no system holding the engagements together.
- You've done the business courses. They taught you about funnels and ideal clients. None of it quite mapped onto what a coaching practice actually looks like from the inside.
This is not for you if you are still working through your core coaching training, or you are looking for a client acquisition system. Beyond Sessions is a practice architecture program, not a lead generation course.
Starting 15 April 2026
Six weeks of live sessions
with Steve and Erwin.
Starting 15 April 2026.
Join Cohort 2 
Everything in Cohort 2
The self-paced Course and the live Cohort cover the same programme content. Here is what is different.
| What you get | Cohort 2 $2,995 | Course waitlist $695 |
|---|---|---|
| All 7 programme modules | ✓ | ✓ |
| Lifetime course access | ✓ | ✓ |
| 6 weekly live calls with Steve and Erwin | ✓ | — |
| AMA calls with faculty | 3 calls (Apr, May, Jun) | 3 calls per month |
| 1:1 business strategy call with faculty | ✓ | — |
| Your Coaching Community Pro membership | 12 months | 3 months |
| Mentor Programme access | 3 months | — |
| Start date | 15 April 2026 | When Course opens |
The programme content is the same.
The experience is not.
The self-paced Course gives you the complete Beyond Sessions system at your own pace. The Cohort gives you something the Course does not: six consecutive weeks working through that system alongside Steve and Erwin, in a live group of coaches doing the same work at the same time.
Cohort 1 participant
The difference is accountability, live feedback, and the 1:1 business strategy call — a dedicated session with faculty to look at your specific practice, your specific clients, and what applying this system looks like for you in particular.
If you work best with structure, deadlines, and direct access to the people who built the system, the Cohort is the right choice. If the Cohort is not the right fit right now, join the Course waitlist and you will be first to know when it opens.
Journeys multiply your value.
Sessions divide it.
When a client buys sessions from you, they are buying time. Time is finite and comparable. Someone else charges less per hour. Every renewal conversation is a negotiation. When a client buys a journey from you, they are buying a result. Results are not hourly. They are not comparable to the next coach. They are yours.
The client evaluates each session on its own merits. One session that feels slower than the last, and doubt sets in. You spend time justifying the value of each hour rather than holding the client in the arc of a longer journey.
The client committed to the destination. They measure progress against where they started, not against last week. The slower session is a natural part of a longer movement. Commitment holds. Results compound.
Deeper client engagement. Fewer conversations about continuing. A practice priced on value rather than time. And a renewal conversation that feels like coaching, because visible progress doesn't need to be sold.
Steve Jeffs and Erwin de Grave
I have been coaching since 2007. International executive clients, coach training, supervision, mentoring. My recent book reached the bestseller list in the Mentoring and Coaching category on Amazon. I hold an MCC — the highest credential awarded by the ICF — and I spent years as faculty at the Coaches Training Institute. I have trained more than 1,000 coaches.
I know what they struggle with. The coaching is rarely the issue. What most coaches are missing is the architecture that goes underneath it.
Beyond Sessions is the system I built from 18 years of practice — not theory. Everything in it is something I use, or have used, with real clients and real coaches. Cohort 2 is the second time I am teaching it live. The group is small by design.
Dr Steve Jeffs, MCC, CPCC
Master Coach and Business Psychologist
I have spent 25 years working with businesses on strategy, systems, and sustainable growth. Coaches are, in many ways, a particular type of business owner — they sell something that is hard to describe, price it in a way that undersells it, and build their practice around their personality rather than a system.
What Steve does in the room, I help translate into a practice that works outside of it. The business architecture, the pricing logic, the re-enrolment conversation — that is where I contribute. Together, we cover the full picture.
If you join Cohort 2, you will work with both of us. The 1:1 business strategy call is with one of us, depending on what your practice needs most.
Erwin de Grave, CPC
Business Advisor, Consultant and Coach
FAQs
What is Beyond Sessions Cohort 2?
When do the calls happen?
• Call 1: Wed 15 April
• Call 2: Wed 22 April
• Call 3: Wed 29 April
• Call 4: Wed 6 May
• Call 5: Wed 13 May
• Call 6: Wed 20 May
AMA calls: Thursdays 19:00–20:00 on 23 April, 21 May, and 18 June.
What is the 1:1 business strategy call?
What is included in Cohort 2?
• 6 weekly live calls with Steve and Erwin (Wednesdays 15 April – 20 May)
• 3 AMA calls with faculty (23 April, 21 May, 18 June)
• 1:1 business strategy call with faculty
• 3 months Mentor Programme access
• 12 months Your Coaching Community Pro membership
What is the investment?
Is there a refund policy?
Is there a guarantee?
Who is this program for?
Will it work with my niche?
Does it assume I use specific platforms or software?
Do I get lifetime access to the materials?
What is the Beyond Sessions Course?
Why is the Course on a waitlist?
What happens when I join the waitlist?
Join the Beyond Sessions
Course waitlist.
The self-paced Course covers the same programme content as the Cohort — all 7 modules, lifetime access, three monthly AMA calls with Steve and Erwin, and three months of Your Coaching Community Pro membership. At $695, it is the entry point to the Beyond Sessions system.
It is not currently open for purchase. We are building the onboarding experience first, so that when you get access, everything is ready. Join the waitlist and you will be first to know when it opens.
- All 7 programme modules — lifetime access
- 3 monthly AMA calls with Steve and Erwin
- 3 months Your Coaching Community Pro membership
- Self-paced — work at your own schedule
Four weeks from now,
Cohort 2 begins.
Places are limited. Once the cohort is full, enrolment closes.
- The cohort is small by design. Once places are filled, that is it.
- The 15 April start date is fixed. There is no flexibility on timing once the cohort begins.
- The 1:1 business strategy call with faculty is a Cohort-only inclusion — it is not part of the self-paced Course.
- Live accountability with a small group of peers doing the same work at the same time is a significant part of what makes the system stick.
Starting 15 April 2026
Not ready? Join the Course waitlist ($695) →