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An embedded approach to executive coaching.

Serving as a fractional coaching officer, we become deeply familiar with your organization to actively develop more aware, confident, and productive leaders.

Why coaching makes personal and business sense.

All the greatest achievers – from elite athletes to renowned CEOs – have coaches behind them. Plain and simple.

No matter how far you’ve risen through the ranks or how effective you are in your current role, all leaders (at no fault of their own) lack the ability to see themselves as others do. As the stress of growth mounts and candid team feedback becomes harder to abstract, executives often find themselves in a dangerous echo chamber. Not to mention, it can be lonely at the top – without a space to vulnerability work through challenging interpersonal issues and business decisions.

Here’s where coaching comes in. The right peer mentorship provides a critical, objective perspective, allowing you to sharpen leadership and communication skills, understand how to forge durable relationships, and hone the ability to motivate others.

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What distinguishes our executive coaching.

At Wayforward, we approach coaching from a different angle. Instead of providing advice from afar like traditional services, we embed ourselves within your organization. As a fractional coaching officer, our ongoing engagement is focused on developing your leadership team or up-and-coming successors.

Up close and personal

Through first-hand experience, your coach gets to know the organization and key players, enabling better planning and implementation.

Bringing C-suite experience to the table

We’ve walked a mile in your shoes and know how to solve real-world business problems.

Hitting the ground running

We will swiftly assess the current state of leadership and immediately begin working with team members on key competencies to close identified gaps.

360-degree view

We conduct a root cause analysis and collect feedback from all stakeholders to inform the coaching plan and develop measurable objectives.

Effective yet cost-efficient

Access the horsepower of a coach with C-Suite experience without committing to a permanent, full-time salary of one.

If this sounds radically different than outside leadership coaching you’ve experienced in the past, that’s intentional. Here are several drawbacks of traditional appointment-based coaching.

Dispelling misconceptions and concerns about coaching.

Hiring a coach would be a sign of weakness.

Michael Jordan had a coach. Steve Jobs had a coach. Jeff Bezos has a coach. Most of the CEOs you know likely have a coach. Everyone on the team at Wayforward has their own coach. We practice what we preach. It’s important to maintain awareness of what our leadership teaches those around us and those that report to us. Developing our effectiveness as leaders is a central facet of a continuous improvement culture in an organization. It should start (and continue) at the top.

My executive team works really hard. They’ll outwork the need for a coach.

The adage that “time is money” wins out here. That insanely busy schedule – the grind – is generally more proof of a need for coaching than anything else. An executive’s time is valuable because of what they can do with it. Maximizing the effectiveness of one’s time is one of the most compelling reasons for utilizing a coach.

I can just offer them a training class on servant leadership or communication.

Research shows that organizations that offer leadership training alone can see up to a 22% increase in productivity. When coaching is actively incorporated for the individual, that figure rises to 88%. (Gerald Olivero, Denise Bane & Richard Kopelman, Public Personnel Management)

We’re doing fine. We’re profitable. Coaching isn’t necessary for the team.

Doing fine is fine – if “fine” is the goal. Otherwise, we’re underperforming and holding the business back from its realistic potential by setting our bar for leadership too low. It’s much more likely that your leadership team has aspects of leading that challenge them, and can use guidance to improve those areas for the good of your business results.

Selected coaching engagements.

International Saas Firm

When the CEO was replaced by the board of directors, both the new leader and his incumbent C-Suite team needed objective expertise in navigating this new tension between their existing way of doing things and a new set of expectations. 

International manufacturer

The company wanted to send European engineering executives to a major US facility. Wayforward provided a savvy set of native eyes and ears these non-native speakers could trust while we guided them through unfamiliar people dynamics.

International private equity firm

When the firm experienced declining KPIs around a new acquisition, it was clear that their leadership’s ability to blend cultures, systems, processes, and teams was slipping. They engaged WF to quickly investigate why, help their team members develop awareness around what was holding them back, and ensure a stronger approach to get things back on track on an ongoing basis.

Professional services firm

Facing staggering levels of turnover, a relatively inexperienced HR staff couldn’t support senior leadership in a coaching capacity. As a result, the remaining staff was overwhelmed, and the firm struggled to deliver essential client services. The firm engaged Wayforward to assist members of their leadership team with self-awareness and the development of more effective behaviors to eliminate turnover.

A regional manufacturer

After experiencing significant growth in the wake of COVID-19, the local company was grappling with tanking employee engagement, which impacted their ability to deliver on time for customers. The company initially engaged Wayforward for an EEX assessment. Afterward, the leadership team requested we remain on board to coach members of the executive team to achieve growth in their approach to their roles.



of Fortune 500 companies utilize executive coaching.

(Source: The Hay Group)


of Fortune 500 executives credit coaching for significant business results, including increased team productivity.

(Source: MetrixGlobal)


of organizations see an immediate ROI on their coaching engagements.

(Source: International Coaching Federation)

Redefine your organization's future with Wayforward.