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ICM Institute of Coaching Mastery
Alex Gates, Cal Raistrick and Ryan Hook, co-founders of The ICM

The home ofcoachingeducation

The comprehensive coaching education you’ve been searching for. Learn from 35+ years of combined experience across physiology, nutrition, psychology and training. All geared towards making you a master of your craft.

Option 1 · The Mastery Method

What's inside The Mastery Method

What's included
  • All sixteen modules, 139 lectures in total, with lifetime access to the course materials and every update we make.
  • Everything inside The Online Coaching Starter Pack, including the ICM Coaching Workbooks, our Coaching Sheets and the AI tools.
  • All frameworks, templates and assessment tools, ready to use with your clients.
  • Quizzes throughout so you can test what you've taken in rather than assuming it landed.
  • Certification on completion.
  • Discounted tickets to our in-person ICM events.

The curriculum

16 modules · 139 lectures
Module 0117 lectures

Coaching Foundations

Everything that sits underneath running your coaching, from the consultation through to check-ins and diary management.

  1. 1.1The Fundamentals of Gym Floor PT
  2. 1.2The Fundamentals of Coaching Online
  3. 1.3Communication and Building Trust
  4. 1.4The Consultation Process: The Essential Steps
  5. 1.5The Consultation Process: Your Consultation Form
  6. 1.6Coaching Delivery / Platform Selection
  7. 1.7Check In System
  8. 1.8Client Assessment
  9. 1.9Timeline Creation
  10. 1.10Data Tracking Part 1: Subjective Markers
  11. 1.11Data Tracking Part 2: Objective Markers
  12. 1.12Autonomic Basics
  13. 1.13Diary Management
  14. 1.14How To Record A Loom Video
  15. 1.15How To Analyse Training Footage
  16. 1.16Personal Training Standards
  17. 1.17How To Programme In A Busy Gym
Module 0225 lectures

Client Psychology

Why clients do what they do, and how to change it. The largest module in the course.

  1. 2.1Motivation vs Capability Gap
  2. 2.2Client Personality Types
  3. 2.3Red Flags That Predict Client Failure
  4. 2.4Fixed vs Growth Mindset
  5. 2.5The Readiness Scale
  6. 2.6Identity vs Outcome Clients
  7. 2.7Managing Client Expectations
  8. 2.8Creating Psychological Buy-In
  9. 2.9When To Refer Out
  10. 2.10Building Rapport & Trust
  11. 2.11Active Listening
  12. 2.12Motivational Interviewing
  13. 2.13The Psychology of Effective Feedback
  14. 2.14Helping Clients Work Through Setbacks
  15. 2.15The Art of Asking Better Questions
  16. 2.16Building Client Confidence
  17. 2.17The Weekly Check-In Framework
  18. 2.18The Behaviour Change Hierarchy
  19. 2.19The 5 Stages of Change
  20. 2.20Implementation Intentions
  21. 2.21Intrinsic vs Extrinsic Motivation
  22. 2.22Environment Design
  23. 2.23CBT Coaching Techniques
  24. 2.24Creating Behaviour Change Plans
  25. 2.25The Psychology of Accountability
Module 036 lectures

Nutrition Mastery

Energy balance, macros, micros and how to deploy and adjust nutrition properly.

  1. 3.1Understanding Energy Balance
  2. 3.2Macronutrition
  3. 3.3Micronutrition: Vitamins
  4. 3.4Micronutrition: Minerals
  5. 3.5The Nutrition Deployment Process
  6. 3.6The Nutrition Adjustments Process
Module 048 lectures

Advanced Nutrition

Hunger physiology, behaviour change and GI disorders in depth.

  1. 4.1The Physiology of Hunger
  2. 4.2Behaviour Change: Part 1
  3. 4.3Behaviour Change: Part 2
  4. 4.4GI Disorders: Part 1
  5. 4.5GI Disorders: Part 2
  6. 4.6GI Disorders: Part 3
  7. 4.7GI Disorders: Part 4
  8. 4.8Fat Loss Strategies
Module 0511 lectures

The Digestive System

How digestion actually works, end to end, and what to do with that in practice.

  1. 5.1Anatomy & Function of Digestive System
  2. 5.2Role of the Nervous System in Digestion
  3. 5.3Cephalic Phase
  4. 5.4Alimentary Canal
  5. 5.5The Role of Chewing
  6. 5.6The Role of Saliva
  7. 5.7The Role of the Stomach
  8. 5.8The Role of the Small Intestine
  9. 5.9Pancreas, Liver & Gallbladder
  10. 5.10The Role of the Large Intestine
  11. 5.11Digestive Health: Practical Application
Module 067 lectures

Sleep Mastery

Why sleep matters to everything else you're coaching, and how to track and improve it.

  1. 6.1Introduction: Why Sleep Matters
  2. 6.2Nutrition Behaviours
  3. 6.3Training Performance & Recovery
  4. 6.4Hypertrophy & Fat Loss
  5. 6.5Circadian Rhythm
  6. 6.6Stages of Sleep
  7. 6.7Sleep Tracking Methods
Module 078 lectures

Applied Hypertrophy

The physiology and the research, translated into decisions you can make.

  1. 7.1Muscle Physiology
  2. 7.2What Is Muscle Hypertrophy?
  3. 7.3The ‘Big 4’ Research Review
  4. 7.4Mechanisms Research Review
  5. 7.5Understanding Hypertrophy and Neurosignalling
  6. 7.6Understanding Muscle Contraction Mechanisms
  7. 7.7Understanding Hypertrophy Pathways
  8. 7.8Understanding Muscle Fibre Types and Hypertrophy
Module 0812 lectures

Gen Pop Transformations

Assessment, adherence, programming and building long term coaching relationships.

  1. 8.1Client Assessment: Physical
  2. 8.2Client Assessment: Psychological
  3. 8.3Finding The Anchor
  4. 8.4How To Ensure Client Adherence
  5. 8.5Choosing Your Nutritional Model
  6. 8.6Training Modalities for Gen Pop
  7. 8.7Expenditure for Gen Pop
  8. 8.8How Hard Should You Push A Client?
  9. 8.9Recovery Management
  10. 8.10Lifestyle Considerations
  11. 8.11Support Network
  12. 8.12Building Long Term Coaching Relationships
Module 099 lectures

Advanced Transformations

The ICM Physique Model, growth phases, advanced fat loss and peak week, with male and female case studies.

  1. 9.1The ICM Physique Model
  2. 9.2Pre Transformation Considerations
  3. 9.3Growth Phases
  4. 9.4Advanced Fat Loss: Part 1
  5. 9.5Advanced Fat Loss: Part 2
  6. 9.6Photoshoot Peak Week
  7. 9.7Coaching Clients Post Transformation
  8. 9.8Male Photoshoot Case Study
  9. 9.9Female Photoshoot Case Study
Module 109 lectures

Female Physiology

The ovarian cycle, tracking, PCOS, endometriosis, menopause and birth control.

  1. 10.1Female Reproductive System
  2. 10.2Key Glands & Hormones
  3. 10.3The Ovarian Cycle
  4. 10.4Tracking Methods
  5. 10.5Understanding Female Physiology: PCOS
  6. 10.6Understanding Female Physiology: Endometriosis
  7. 10.7Understanding Female Physiology: Menopause
  8. 10.8Understanding Female Physiology: Birth Control
  9. 10.9Understanding Menstrual Irregularities and Their Impact on Female Clients
Module 115 lectures

Prep Coaching

Periodisation, screening, off season and prep configuration, and peak week.

  1. 11.1Athlete Periodisation and Timeline Creation
  2. 11.2Athlete Screening
  3. 11.3Off Season Configuration
  4. 11.4Prep Configuration
  5. 11.5Nailing Peak Week
Module 122 lectures

Financial Mastery

Tax and cash flow for coaches.

  1. 12.1Introducing FitPro Financial
  2. 12.2Tax & Optimising Your Cash Flow
Module 133 lectures

Psychology Mastery

Mental performance and high performance thinking frameworks.

  1. 13.1Total Mental Performance 101
  2. 13.2High Performance Thinking Frameworks
  3. 13.3Flow State Mastery
Module 144 lectures

Bloodwork Mastery

Why bloodwork matters in coaching and how to read it.

  1. 14.1The Importance of Bloodwork in Coaching
  2. 14.2The Basics of Bloodwork: Part 1
  3. 14.3The Basics of Bloodwork: Part 2
  4. 14.4The Basics of Bloodwork: Part 3
Module 1512 lectures

Exercise Mechanics

Forces, torque, profiles, and applied anatomy across the major muscle groups.

  1. 15.1Welcome To Applied Exercise Mechanics
  2. 15.2Why Mechanics?
  3. 15.3Forces In Exercise
  4. 15.4Torque & Moment Arms
  5. 15.5An Introduction To Profiles
  6. 15.6Exploring Further With RTS Global
  7. 15.7Glutes Anatomy
  8. 15.8Glutes Applied Mechanics
  9. 15.9Quads Anatomy
  10. 15.10Hamstrings Anatomy
  11. 15.11Adductor Anatomy
  12. 15.12Calf Anatomy
Module 161 lecture

Business Mastery

Smartscaling with Ben Hawksworth.

  1. 16.1Smartscaling with Ben Hawksworth
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The Mastery Method

Was £1,497

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One payment
£1,497
Enrolment opensWed 25 Nov, 9am
Enrolment closesMon 30 Nov, 11:59pm
PaymentOne payment, no recurring fee
AccessLifetime

One payment, lifetime access, no recurring fee. Enrolment closes at midnight on Monday 30th November and doesn't reopen until our next intake in 2027.

One payment, lifetime access, no recurring fee.

KlarnaClearpay

“I went in as someone who had already coached and educated professionally for years, so I wasn’t looking for another course that repeated information I’d heard before. The depth across the physiology, psychology and nutrition modules stood out immediately. It reinforced areas I was already confident in while exposing blind spots I didn’t know I had. If you’re serious about becoming a better coach, not just collecting certifications, I’d recommend it without hesitation.”

James MacintoshJames MacintoshFounder, Only The Committed | Educator, Pre-Script

“Each lecture is packed full of value, and it doesn’t just teach you topics, it teaches you how to apply them through case studies and examples. Knowledge aside, the biggest thing it’s taught me is how to be a better coach. Knowing what tools to implement and when is where it matters. You would push your clients to invest in themselves, so why don’t you?”

Dan OwensDan OwensOnline Coach

“The Mastery Method completely changed how I look at client transformations. It filled a gap I didn't even realise was there, especially around understanding behaviour, psychology, and the deeper stuff that sits underneath compliance. I am now far more confident handling situations I would have previously passed on or felt stuck with, because the conversations themselves are better, clearer, and more effective.”

Blake RedmanBlake RedmanPersonal Trainer & Comp Prep Coach

“I signed up because service is the biggest thing to focus on with clients, and I wanted that crystal clear. My biggest take homes were client communication and managing clients who are struggling, which stops the stress at my end and makes the client feel more at ease. I’d say to other coaches, never bother going with a business mentor until you’ve done this first.”

Dylan LairdDylan LairdPhysique Development Coach

“One of the best investments I've made as a coach. The modules take your knowledge to new levels, and we get first offers on any meet ups too. I went to the first one and the experience was surreal. Ryan, Alex and Cal can't do enough for you.”

Darren MurphyDarren MurphyOnline Fat Loss Coach

“The psychology module has really helped me see coaching through a different lens. I think more about the questions I ask, so I understand my clients better and coach them more effectively. The level of service I've been able to deliver has improved massively, which has helped my clients achieve better results. If you want to become a better coach, it's a no brainer.”

Nicole CrossNicole CrossWomen's Fitness Coach

“The Client Psychology section has been really helpful. It's given me frameworks to use and helped me understand the people I coach better, which in turn gets them better results.”

Sam FoulkesSam FoulkesOnline & PT Transformation Coach

“The level of detail is insane, second to none. The transformation, prep coaching and female physiology modules have made a real difference to my coaching. I’ve implemented several new strategies and gained incredible results with my team. These guys are changing the game and it will be the best investment you make.”

Ellie CrawleyEllie CrawleyOnline Coach, Wellness Athlete & Gym Owner

“I signed up for The Mastery Method because learning from three extremely knowledgeable people in three key areas to upskill my own coaching was a no brainer. I learnt that there is never a single fix to any client problem. Two answers can both be correct, but deploying the right one for the specific client is crucial. Program for not only the result, but the human too.”

Jack RotheramJack RotheramTransformation & Physique Specialist

“My biggest take homes were about treating the client as an individual with their own problems in life, and that we are responsible for getting to the real why behind each action. Be efficient where you can, but as present as possible. I’d say just go for it. Despite not being the cheapest course available, the cost of doing nothing will haunt you in the long run.”

Kosma RduchKosma RduchOnline Coach

Your educators

Alex Gates

Alex Gates

Co-Founder

Alex has been coaching for 15 years. He's spent 7 years on the gym floor, including 3 years at Ultimate Performance before moving online and into coaching education. He has since taught over 1,000 coaches, with his sole aim to bring up the skillset of every coach who walks through The ICM's doors.

Cal Raistrick

Cal Raistrick

Co-Founder

Cal has spent 13 years in coaching and physique development, working across some of the UK's most respected gyms before co-founding The Muscle Mentors, ProCoach, The ICM and ProIQ. His athletes have earned 30 IFBB Pro Cards and 10 Pro Wins, including an Olympia title.

Ryan Hook

Ryan Hook

Co-Founder

Ryan built a coaching career from 18, sustaining over 30 hours of client work a week for six years before co-designing ProCoach's education process and co-founding The ICM in 2024. He is completing a Diploma in Psychological Therapies and has coached across the full spectrum of client complexity.

Which one is right for you

£1,272£1,497

The Mastery Method

The Mastery Method is for you if you want the full education, you're happy working through it at your own pace, and you want lifetime access to come back to.

Register for Black Friday Sale Join The Mastery Method Register for next intake
£3,372£4,497

The Mastery Network

The Mastery Network is for you if you want all of that plus six months of someone looking at your actual clients, your actual numbers and your actual business, every month.

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Before you ask
When does this close?

Midnight on Monday 30th November. That's not just the end of the Black Friday price, it's the end of this intake. Both The Mastery Method and The Mastery Network close to new members and don't reopen until our next intake in 2027. The one exception is the Network, where booking a call before midnight holds your place and your price.

How long does it take to complete the course?

You have lifetime access, so there's no deadline. Most members complete it in 9 to 12 months, and you'll receive ICM certification on completion.

Can I pay in instalments?

Yes. Klarna and Clearpay are both available at checkout, so you can spread the cost rather than paying it in one go.

I'm not sure whether to choose the course or the mentorship. What should I do?

If you're not sure, book a call with us and we'll talk through which option suits you best. Many of our members also start with The Mastery Method and upgrade to The Mastery Network later on.

Is there a free trial?

Yes! We offer a 7-day free trial that gives you access to 3 lectures from our curriculum. No credit card required. After 7 days, your trial automatically ends and you can choose to sign up if you’d like to continue.

Join the free trial
What if I have questions or need support?

If you have any questions or need support with anything related to your account, please contact us at admin@theicmeducation.com. Our team is here to help and will respond promptly to assist you.

Black Friday Sale 2026The Home of Coaching Education

Enrolment opens Wednesday 25th November, 9am.

Closes midnight, Monday 30th November.

Intake closed.

15% off The Mastery Method and 25% off The Mastery Network, until midnight on Cyber Monday.

Both The Mastery Method and The Mastery Network then close to new members until our next intake in 2027.

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