You can build a thriving business that serves your dream clients

AND aligns with your feminist values.

If you trust yourself, you know this to be true. We do too.


When the doubt creeps in, as it does sometimes, we want to be there for you.

Imagine having two highly regarded feminist business mentors, a faculty of industry-leading expert teachers in feminist coaching theory, and a community of coaches and helping professionals in your corner for a FULL YEAR as you commit to growing your business, your way.

Developing Coach Collective will feel like coming home to you and a cherished business family that encourages you, collaborates with you, gently stretches you, and supports you as you build a successful business, find and serve your dream clients, and integrate your feminist values into your work.

The 12-month part mastermind, part co-working, part group coaching/mentorship/supervision and part professional development (in feminist coaching theory) will run from 1 July 2019 to 30 June 2020.

And the best part is – you are invited to join our anchorage. It is time. Let’s unite today and create the business you want and we know you can absolutely have.

Do you sometimes find yourself grappling with questions like?


  • Where do I find clients and/or people to sign up for my programs? Like seriously, HOW? Are there even enough clients out there for us all?

  • How do I wear a ‘CEO hat’, be strategic, and market my business, without falling prey to industry-recommended methods and strategies that feel ‘icky’ to me? How do I navigate fully showing up and being strategic, whilst also operating from a place that aligns with my values, personality and beliefs?

  • How do I be consistent in my business and marketing efforts when I’m juggling so many balls? How do people do it and manage to take care of themselves and personal commitments too? 

  • What systems, processes, tools, etc might support me in growing my business in a way that works for me?

  • People always say to do things YOUR WAY, but then teach A WAY. How do I really do things my way, especially now that I’m realising I’m so different than others?

  • How can I more easily get through those moments when my inner critic comes out to play, when I doubt myself and my abilities?

  • How can I keep consistently showing up and doing the work when it sometimes feels like I’m not seeing the results or outcomes I want and need?

  • How can I become more socially aware and integrate my feminist values into my business, work with clients and life?

  • How do I continue to develop my craft, seek business advice and build my business when I have limited time and resources?

  • How can I feel more confident, believe in myself and fully show up in my power (without turning into a narcissist!) as I expand my business?

  • I know psychologists have supervisors to assist them with their development as a therapist and to talk through client scenarios and issues. Does such a thing exist for coaches or my profession? Where can I get such support?


  • Why do I often feel like the odd one out? Where can I find genuine business support and friendships? A sense of belonging? People who are truly in my corner?

If you are asking yourself questions like this – trust us, you are not alone. These themes have come up repeatedly in our work coaching, mentoring and training coaches and helping professionals.

This is why we are so passionate about Developing Coach Collective. We wanted to create a space where coaches and related practitioners feel understood and supported as they grapple the questions and challenges that arise upon launching, growing and amplifying their feminist businesses.

    Now, imagine if you…

    • Were actually making time to show up like a CEO and focus monthly on reviewing and renewing your business and goals – with a group of feminist coaches and helping professionals around you to support, encourage and assist you if/when any ‘mind drama’ comes up and/or you need to bounce ideas around, celebrate, and ‘talk through’ challenges. 

    • Had a Client Attraction Plan that is unique to your context and consistently making time to complete the activities in it – moving toward attracting your dream clients as a result.

    • Had two feminist business coaches, Naomi Arnold and Cameron Airen, in your corner for A WHOLE YEAR to ask questions, tackle challenges, sing celebrations, and send SOS flares when needed.

    • Were learning from an incredible expert guest teacher faculty who supports you in continuing to craft your skills as a coach, learn feminist coaching theory and skills, apply a social awareness to your coaching abilities, and become the absolute best coach you can be.

    • Felt a sense of belonging and had a community of coaches, therapists, healers and other helping professionals in your virtual corner witnessing you, supporting you, resonating with you, offering different perspectives, and holding space for you.

    • Were treating your coaching business like a client where you fully show up regularly, with gentle accountability from your support team, and work ON your business, not just IN your business – witnessing the momentum build as a result.

    • Felt more confident in your abilities and capacity to build a business and serve your dream clients, your way.   

    Doors Close In...








    Your lead coaches…


    Naomi is an award-winning life + business coach, entrepreneur, writer, speaker and researcher with a background in psychology, health, business and human rights. 

    She helps kind and socially conscious people bring to life the dreams they hold for themselves, their loved ones and the world at large.

    Naomi is also the co-creator of the Gentle Business Mastermind, Developing Coach Collective and Conquer Coach Certification Program where she trains and mentors business owners, entrepreneurs and coaches in strategically building successful and profitable businesses in a gentle, socially conscious and sustainable way.

    Naomi has a Bachelor of Psychology with Honours, a life coaching qualification, is currently completing a Master of Human Rights, is certified as a B-Corporation and has completed a number of business and social justice trainings.

    She has been featured in copious print, radio and digital media sources where she has been referred to as a “local identity”, “shining light”, “megastar”, “gentle powerhouse” and ‘international coach of the year’.

    Through her award-winning coaching services and programs, speaking gigs, Dream For Others® podcast and resources, and academic research in human rights – Naomi endeavours to live a life of use to others and to help you do the same.


    Cameron is a Feminist Mindset Coach, Mentor and Gender Consultant who helps feminists feel more confident, at ease, and create the change they want in their lives and in the world!

    In addition, Cameron works with solo-entrepreneurs, business owners, leaders and creatives to help them integrate next-level gender and social consciousness into their business and work so they can be a part of a growing movement of positive social change.

    Cameron has a Masters degree in Anthropology & Social Change from the California Institute of Integral Studies in San Francisco and a B.A. in Women & Gender Studies from Eckerd College in St. Petersburg, FL. She has 14+ years of experience studying feminism, gender, sexuality and social change.

    With a background in counseling, coaching, and fitness, they have over ten years of experience helping clients manage their minds and emotions, connect to and take care of their bodies, and create more powerful change in the world.

    Her current podcast, Live A Conscious Life, mirrors her coaching and consulting practice helping folks experience greater freedom in their mind, heart, body and spirit and expanding their awareness of gender and feminism embodying the change they want in their everyday lives. 

    Cam uses she/they pronouns, and is a digital nomad who works with clients from all over the globe.

    What is included…


    Part virtual retreat, co-working, gentle accountability + group coaching.

    These monthly half day events are designed to encourage members to carve out time at least monthly to undertake client attraction activities.

    Using our Client Attraction Plan workbook as a guide, we will meet to identify our tasks and share the client attraction activities we plan to undertake during the Working Bee.

    We will then leave and work on our own for two hours completing our chosen client attraction activities.

    Finally, we will return to our group call and update each other on our progress and plans moving forward.

    The activities we each undertake throughout the day might look different for every member depending on our business and clients.

    With our support, members will be able to create a Client Attraction Plan that suits their unique context and clientele – while having our support in working through any issues or challenges that arise when doing this work.


    Part community/connection, co-working, gentle accountability + group coaching.

    We will meet at the start of each month to wear our CEO ‘hat’ to review important elements of our business and intentionally define what we want to renew over the month ahead.

    This will look different for each person. Some might focus more on numbers (e.g. income, expenses, Google Analytics, Social Media insights), others might focus on values, goals and feelings, and others might focus on a combination of all of these. Each member will use a pre-created template to modify, make their own and use in these sessions.

    After we have done our personal CEO Review & Renew session, we will then share any takeaways with the group, such as our ah-ha’s, our goals and priorities moving forward, and any challenges we’ve noticed or felt.

    These calls will also make a perfect opportunity to examine our mindsets and work from a feminist perspective and social awareness lens as we work through blocks and challenges throughout the year.


    Part Q&A, professional development + group coaching/mentorship/supervision.

    Each month, Cameron and/or Naomi will host an Office Hours call.

    On these calls members can show up and ask any questions they have on their mind, work through any challenges they are experiencing, workshop client issues, celebrate their wins, and seek feedback and advice on specific elements of their business.

    These calls will be flexible and adaptable in structure, shifting to work with and for members. 

    Throughout the year, if common themes are emerging where members are experiencing specific challenges and/or identifying ‘learning edges’, we might use some of these calls to specifically focus on these areas.

    In some cases, this might mean rotating the call structure each month between Q&A, masterclasses, workshops, live group coaching, guest mentor interviews, and more.

    In short, these calls will adapt and shift to suit the needs of members.


    Part community/connection, group coaching, Q&A, + gentle accountability.

    For those who use Facebook, we will also have a private Facebook group where members can connect, ask questions, share their work and seek support between calls.

    Not a Facebook fan? Don’t fret: We have plenty of calls where we can connect and answer your questions. Plus, you will have access to a Members Portal where key resources will be stored and we will be in touch with regular emails too.


    Part professional development, Q&A, group coaching, skills & practice.

    NOTE: These monthly masterclasses will only be available to those who sign up for the Feminist Coach Track option.

    Teachers will not only share different social justice and feminist coaching theories – but also teach us how to actually integrate them into how we coach our clients and run our businesses.

    You can learn more about this optional track below.


    Helpful resources as needed.

    Members will also receive access to resources and templates as needed throughout the year – including our Client Attraction Plan Workbook and our CEO Review & Renew templates.

    Those who sign up to Feminist Coach Track will also receive a Dream For Others notebook and the Social Awareness Terms CheatSheet.

    Why should you join at the Feminist Coach Track level?

    We believe from our experience of coach training and working with clients who are coaches and helping professionals, that one of the elements that is missing from many business and training programs is learning how feminist theory and having a social awareness can enhance your coaching skills, ability to support your clients and capacity to build a sustainable, healthy business. 

    The goal of the Feminist Coach Track is therefore to enable you to:

    • Learn the principles of feminist coaching theory and know how to apply these to your coaching practice, client work and business;
    • Learn about social justice issues and how you can integrate your learnings into your business and work with clients;
    • Recognise the ways that internalised oppression and internalised superiority impact your coaching practice, client work and business;
    • Feel confident and courageous in speaking up about oppressive beliefs and injustices in your coaching, business, work and life;
    • Become aware of your unconscious bias and how this is impacting your work with clients – as well as how their unconscious bias might be impacting their goals and life;
    • Become aware of how connecting to your ancestors can benefit your business, coaching and work with clients;
    • Understand the nuances of supporting (and/or referring on) people who experience mental health challenges and trauma;
    • Recognise how your mental health, personality and potentially previous trauma show up in your work, business and coaching; and
    • Ultimately become a more skilled, capable and impactful coach.

    We believe this is training that all service-based professionals should undertake and are excited to offer it as part of Developing Coach Collective. We think it will not only enhance your coaching abilities and capacity to serve your business – but will be transformational in your own life and business journey.

    An important note about the Feminist Coach Track… 


    When designing the Feminist Coach Track we knew we wanted a faculty of expert teachers in a range of topics related to feminism and social justice. We also wanted to offer the Feminist Coach Track in a way that not only enabled members to access the best training possible, but also supported and respected the guest teachers.

    This is why the Feminist Coach Track level is offered at a separate and additional cost – so we can live in alignment with our feminist values by paying the guest teachers and ensuring those who take part in the training are committed, willing and ready.

    We want you to know upfront that the $100AUD extra per month for the Feminist Coach Track will go directly to the teacher each month – so the more people who sign up for the feminist coach training, the more the teachers will get paid.

    We cannot wait to tell the teachers who have enrolled in their classes!

      Listen to Ellen’s experience of Nai & Cam…

      The Feminist Coach Track Teachers & Classes include…


      Naomi Arnold will start the FTC by providing an introduction to Feminist Coaching 101. The award-winning coach will use her background, training and research in psychology, coaching, health and human rights to educate members on what feminist coaching theory is and help members set the foundation for the learning and integration that will occur as part of the program. 

      & GENDER

       Feminist Mindset Coach & Gender Consultant Cameron Airen will teach a class on the role that patriarchy and gender play in our lives and work. Cameron’s years of academic study and experience with clients will inform their lesson in how such knowledge can be applied to our coaching methodologies, client work, businesses, marketing messages and systems.


      In this class, award-winning business coach and founder of CEO DNA, Lena West, will teach members how to free themselves and their businesses from the ‘bro culture’ of business. For too long, we have been socialised to believe that succeeding in business requires acting hardcore and void of feeling. She will discuss how we can be free of this and build a coaching business that loves us.


       The traditional wellness paradigm reinforces harmful body and beauty standards. Former health coach turned writer, speaker + educator Melissa Toler will teach us how our coaching goals, methods and messaging in the health, wellness and fitness spheres could be potentially harmful and what we might like to consider changing in supporting our clients, audience + self in a more healthy way.

      The Feminist Coach Track Teachers & Classes, continued…


      Seasoned consultant and facilitator Desiree Adaway will teach us how the ‘isms’ – including capitalism, racism, sexism, ableism, and classism show up in our work as coaches and in the experiences of our clients. In this class, we will learn how to become aware of oppression and privilege – and how this social awareness can be applied to our coaching practice and business.


      Women are socially conditioned to put other people first, other needs, other opinions, other desires. Creator of the ‘How To Be A Woman And Not Give A Fuck’, Airial Clark, will teach us how we and our clients can become aware of, unpack and break free of this conditioning – ultimately deciding and acting upon what we each uniquely want to care about and become.


      We bring our unconscious biases to our coaching, as do our clients. Author, facilitator, social historian, and creative word artist Leesa Renee Hall will teach a class on how to disrupt our unconscious bias. We will learn how to use and support our clients in using the art of self-enquiry and expressive writing to question unconscious bias in order to create truly inclusive communities, companies and corporations.


      Sex therapist, Celeste Hirschman M.A. will teach on her Somatica Method –  a relational and experiential body-based approach to sex and relationship coaching. We will learn how to become aware of sexuality development and social roles, tap into our own wisdom and resources, realise our full potential, deepen our experiences of pleasure and embodiment – and how to support our clients in doing so too. 

      The Feminist Coach Track Teachers & Classes, continued…


      Many coaches want to speak out about oppressive beliefs and injustices – racism, sexism, and homophobia – but don’t know where or how to begin. We often find ourselves feeling anxious, overwheled, tongue-tied and wary of conflict. In this class, consultant Nicole Lee will teach us how we can confidently and courageously have such conversations with our clients, communities, families and friends.


      Our mental health and traumas impact how we show up in our business and for our clients. Our clients’ mental health and traumas will also impact their coaching experience. In this class, life coach + therapist Nicole Lewis Keeber will teach us the difference between big ‘T’ and little ‘t’ trauma. We will also learn how an awareness of mental health and trauma can enhance our coaching skills, abilities and business.


      Have you ever thought about how connecting with your ancestors might impact your life, business and work with clients? Have you ever thought about how supporting your clients in connecting with their ancestors might be transformative too? In this class, we will learn how from spiritual worker, mother, ancestral healer and Okanagan First Nations member, student and teacher Darla Antoine.


      Gutsy coach, leader, artist, speaker and writer Sharyn Holms will be teaching a class on privilege, racial trauma awareness and minimising harm in coach/practitioner-client relationships. So many folk experience shortcomings in their experiences with coaches / therapists / practitioners who are not well-versed in these areas. They are not getting the care and support they deserve – let’s learn how to change this.


      You already have a coaching business, are a coach-in-training and/or are ready to start a coaching business.

      You do not necessarily call yourself a coach, but are a helping professional who blends coaching methodologies into your approach and client work.

      You believe that coaching is a craft and skill that requires ongoing development, practice and learning.

      You want to be part of a community of coaches who are committed to becoming socially aware and socially responsible coaches.

      You identify as or want to learn more about becoming a feminist coach.

      You are ready to work ON your business, not just IN your business.

      Creating an ethical and socially aware business is important to you.

      You are willing to be gently and respectfully challenged in a courageous community space.

      You value critical thinking and anaylses, self inquiry and self growth.


      You are not a coach, and have no training or experience as a coach.

      You are looking for a program that will teach 101 Coaching Skills and Methodologies.

      You are not a helping professional who blends coaching methodologies into your approach and client work.

      You do not identify as a feminist or wish to learn about feminist coaching theory and approaches.

      You are not open to learning about different perspectives and experiences.

      You are in business exclusively to make money and advance your personal status and career – and honestly don’t care if your approach is socially aware or inclusive.

      You believe you have nothing new to learn as a coach and are already at a masterful level.

      You are looking for a safe space where you, your beliefs and methods are always validated and different perspectives or ways of looking at things are not offered.

      You feel that committing to a program and being consistent and/or moving forward in your business efforts is not possible at the moment or in the near future. 

      Not sure? Have questions?

      If you are not sure about whether Developing Coach Collective is for you, or which level to sign up for (i.e., DCC only versus DCC + FCT), you might like to choose one of the below options to learn more.

      Doors Close In:









      1. When does the program run?

      We will host a Meet & Greet Call with members in late June, and will officially get started on 1 July 2019. The program runs for 12 months and will finish on 30 June 2020.

      2. How will the program and calls be structured?

      Since we anticipate the program will have members from all over the world, we will be alternating the majority of the calls. This means that no matter where you are located in the world, you should be able to attend at least two calls per month. There is no course content as such, so you can’t really fall behind. There will be worksheets and workbooks to help faciliate calls where required. Our Feminist Coach Track teachers might also recommend particular readings and exerices depending on their specific teachings.

      3. Is it for coaches only?

      This program is for coaches and/or those who integrate coaching skills or methods in their work with clients. We suspect in addition to coaches, that other helping professions such as therapists, healers, etc, will be interested in joining to gain support in building their businesses, getting clients, and integrating feminist analyses to their client work.

      4. I’m feeling overwhelmed by the number of calls each month. Is that a sign the program isn’t for me?

      There are a lot of calls each month and we do not expect members to make it to every single one. We have deliberately scheduled it this way to ensure that no matter where you’re located there will be at least two calls each month available in your timezone. Plus two of the four call types are implementation focused – so you wont just be listening and asking questions – you will be working ON your business. All calls will be recorded as well – so if you can’t make it live, you can pre-submit any questions you might have and will be able to listen to our response via the recording.

      5. Will I be able to ask Naomi, Cameron and the guest teachers specific questions?

      Yes – and we encourage you to do so!

      6. Is it possible to only sign up for some of the Feminist Coach Track – i.e., some of the specific teachers classes?

      The Feminist Coach Track will only be available to those who sign up to Developing Coach Collective. If some members do not want to purchase the whole track though, and just participate in calls they feel are related to their industry or niche, that is fine. To cover the additional admin and bookkeeping, you will pay a higher rate for ad hoc participation though – $125 per class, rather than $100 per class if enroling in the full track. Please email us at developingcoachcollective(at)gmail(dot)com if you’d like to book some of the classes only – and we will organise your custom invoice. You can also upgrade after enrolling in Developing Coach Collective if you choose.

      7. When will the calls be held? And what if I can’t make them live?

      The main Developing Coach Collective calls will be held at alternating times each month. The CEO Review & Renew Calls and the Office Hours will alternate between 9am AEST and 7.15pm AEST each month. The Client Attraction Working Bees will alternate between 8.30am AEST to 12.30pm and 5.15pm to 9.15pm AEST each month. The Feminist Coach Track calls will be held at varying times depending on the availability of the guest teacher. Please feel free to contact us at developingcoachcollective(at)gmail(dot)com if you would like to see a copy of our draft call schedule.

      We will record all of the calls and classes. If you cannot attend a call live, we will invite you to pre-submit any questions and we will answer them on the call. This way, you can listen to the response on the recording.

      8. Do I have to be on Facebook?

      We will have a Facebook group for those members who wish to connect with one another between calls. You do not have to be part of this group. We will have lots of time to get to know each other on calls throughout the year – and we will send regular emails to ensure you don’t miss anything.

      9. Is there a refund and cancellation period?

      If while participating in Developing Coach Collective, you decide the program is not for you, you can request to exit within the first 30 days. You will need to email us within the 30 days to request the cancellation and provide proof of commitment to attempting the program. We will then cancel your membership and provide you with any relevant reunds (less an admin fee of month one of the program – so $69 for DCC only and $169 for DCC+FCT). If you select the payment plan option, please note that if you do not request a refund or cancellation between the 30 day period, you are committing to pay the entire balance over the 12 month committment.

      Also, please note that if you decide to get a refund and leave the program at any point from joining, you will not be able to re-join again until the next program starts in July 2020. 

      10. Will you have a scholarship or accessibility options?

      Yes, we will have one scholarship position available for Developing Coach Collective only (not the Feminist Coach Track component). Please ensure you are subscribed to the Developing Coach Collective interest list and are following Naomi and Cameron on Instagram to hear details about this position during the launch. Please note: This position is for those who genuinelly could not otherwise afford to participate in the program.

      11. Will I receive coaching supervision?

      Naomi and Cameron will be switching between their ‘lead coach’, ‘mentor’, ‘teacher’ and ‘supervisor’ hats during the program period. This means that you will be able to seek feedback and mentorship on your experiences with clients in your coaching business if you wish. There will also be opportunities to practice your coaching skills should you wish to do so. Please note, however, that if you are seeking formal supervisor hours as part of a coaching certification, this program will likely not meet the requirements. Instead, the supervision component of this program will be informal and integrated through the program structure and calls.

      12. Is this program for women only?

      No. This program is for all gender identities. For your information, Naomi uses she/her pronouns and Cameron uses she/they pronouns.

      13. Why is the Feminist Coach Track more expensive, even though it has less calls per month than the main track?

      Cameron and Naomi have decided on a price for the base level of Developing Coach Collective that is as affordable as possible for members, but allows us to both be paid for our commitment across the year.

      However, in order to run the Feminist Coach Track in accordance with our values, we wanted to be able to pay our guest teachers too. In all honesty, this can be a challenge when you run a program for the first time and are not sure how many people might sign up. We knew that we couldn’t pay the teachers much if their teaching fee was coming out of the low cost of the base-level access and therefore decided to separate the program into two levels in order to pay the guest teachers in a transparent way.

      These teachers are experts in their field and we hope to pay them in a way that honours this. Plus, we recognise that they will need to invest time into preparing their class, running their class, responding to questions during the class, and the energy it takes to provide space for such teachings. We felt that $100 AUD per month per member was as low as we could make it in order to pay the teachers in such a way and ensure those who signed up are fully committed to their teachings.

      We trust that what members will get out of the program will surpass the costs and hope that you agree!

      14. We know Naomi Arnold is one of the co-creators of the Gentle Business Mastermind with Amanda Rootsey and Nicola Newman. How is this program different?

      Naomi Arnold is indeed one of the Gentle Guides in the Gentle Business Mastermind (GBM) alongside Amanda Rootsey and Nicola Newman. The GBM is open to business owners across all industries and as such features guest mentors across all industries too. The purpose of the GBM is to support members in building their businesses without the hustle and in a more gentle and sustainable way. It is community-based, with all calls being structured around like-minded connection, support and Q&A. Plus, fun fact: Cameron Airen was previously a member of the GBM! It’s a fabulous program.

      Developing Coach Collective (DCC), however, specifically supports coaches and has been designed to assist coaches in what we know they struggle with most and may not have been taught in coaching school. The calls and classes are practice-based, meaning we focus on implementation and development. Sure, we hope members will connect and support one another (and we will support you too of course!) – but our main goal is to focus on action, doing, developing and becoming the best coaches we can be. Our guest teachers have also been chosen with a ‘praxis’ focus in mind – with their classes focusing on coach-specific issues when it comes to integrating a feminist and social lens to your skills and practice.

      15. Where can I ask more questions?

      Please send any questions you have to developingcoachcollective(at)gmail(dot)com and we’ll get back to you as soon as possible.