We started The Ethical Coaching Company to challenge the coaching industry to do better, to raise standards, bring depth to the work, and put ethics at the heart of coaching.
That mission mattered. And it worked, awareness is growing, standards are improving, and more coaches are stepping up.
That chapter laid the foundation, but evolution was inevitable
As our own business grew, so did the businesses we supported. Founders weren't just looking for a coach, they needed a partner. Someone who could help them lead their team, scale sustainably, and grow a business that’s aligned with their values.
Today, The Ethical Coaching Company is a strategic growth and people development partner for small, ambitious, values-led businesses. We work with founders and small teams who care deeply about their people and their purpose but know they need the right support to grow without burning out or losing what makes their business special.
Co-founded by Kirsty Waite and Tienie Loubser, TECC is powered by a small but mighty team of experienced practitioners, bringing together deep expertise in organisational development, behaviour change, business strategy, and ethical leadership. Between us, we’ve supported hundreds of owners, founders and leaders, built impactful programmes, and partnered with small businesses navigating real growth and change.
About Us
Hear from Kirsty & Tienie:
What connects us is a shared belief:
Great businesses are built from the inside out, and when done well, growth can transform everything for the better.
We believe in fearlessly challenging mediocrity, embodying the spirit of change, and leading the way towards a future that redefines coaching and leadership. Through impactful coaching strategies, we go beyond surface-level changes, unlocking the true potential within.
Our commitment to ethical coaching, leadership and uncompromising quality sets us apart, ensuring genuine and lasting transformation that leaves a positive mark on both individuals and the world around them
We challenge you to do better.
We create space that facilitates growth & development
We do what we say we will.
Values That Drives Us
Integrity
We live and die by our charter. Ethics, morals and integrity are the backbone of our business. All partners of The Ethical Coaching Company go through a rigorous application process and commit to operate within strict ethical standards.
Impact
We are committed to creating tangible, powerful, impactful results for all our clients. We believe in making a positive difference in the world wherever you can. We do that by supporting business owners to thrive in an ethical way.
Courage
Achieving your business goals requires being brave. We are here to lead by example and empower every one of you to take courageous action to reach the potential you know you are capable of.
Excellence
We strive for excellence in all aspects of our business and ourselves. This includes the continuous development of the company and the personal growth and development of all of our partners.
Kindness
Business in our opinion should be led with kindness. Kindness fosters a positive work environment, enhances collaboration, boosts employee morale, and builds strong relationships with clients and customers.