Find your Coaching Niche
Specialised coaching that focuses on one of the fastest growing markets, allowing you to market to high performers, wellness clients and professionals.
Science Backed Methodology
A powerful, science-backed method created by Andy Ramage to support the millions of “middle-lane” drinkers who want to feel clearer, fitter, and more in control.
Develop your Confidence
Develop skills that help you feel confident in your ability to coach behaviour change, mindset, and performance and do meaningful work that really helps others thrive.
About the Course
Alcohol-Free Performance Coaching™ is a powerful, science-backed method created by Andy Ramage to support the millions of “middle-lane” drinkers – people who are not dependent, but want to feel clearer, fitter, and more in control.
Alcohol-Free Performance Coaching™ blends:
- Motivational interviewing
- Behavioural change science
- Solution-focused coaching
- Positive psychology and performance coaching
- Tools drawn from NLP, mindfulness, CBC, and philosophy
Designed by Andy Ramage and backed by his 12+ years of elite coaching experience, this is one of the most complete, practical qualifications in the alcohol-free space.
Only certified graduates of this programme are permitted to use the Alcohol-Free Performance Coach™ title and logo, a symbol of professionalism and credibility in a fast-growing market.
£1995 + VAT Includes all live sessions, certification, CPD hours, bonus marketing training, weekly coaching labs, peer community, masterclasses, and post-graduation support.
Why Alcohol-Free Performance Coaching™?
- The alcohol-free market has grown 500% in 3 years
- 2 billion people drink moderately and want to cut back
- Top athletes, CEOs, and creatives are going AF for performance
- WHO states there is no safe level of alcohol
- Movements like Dry January and Sober October are booming
- Barely any coaches are trained for this space – and the demand is off the scale
Need to know details
Duration: 3 months
Delivery: 3 full-day LIVE Zoom sessions (Tuesdays + online modules)
Weekly coaching labs: Live practice + feedback
Full certification + CPD hours
Private peer group + community
Virtual or in-person graduation (London)
All time zones supported (UK / US / AUS / EU)
Investment: £1995 + VAT
Payment plans and benevolent fund options available
Accredited by
Course Modules
MODULE 1: Coaching Tools for "Middle-Lane" Drinkers
Gain total confidence in coaching behavioural change — at every level.
- Andy’s Ambivalence See-Saw™ behavioural change model
- The Alcohol-Free Coach 5-Step Onboarding Process
- Coaching assessment tools like AUDIT
- Self-Determination Theory and motivational science
- Coaching agreements and pre-session frameworks
- How to coach mindfully with clarity, empathy, and direction
MODULE 2: The Science of Change & Slip-Ups
Learn to coach clients through uncertainty, setbacks, and breakthrough moments – with science-backed tools.
- Prochaska’s Stages of Change
- Kubler-Ross Grief Model applied to coaching
- The 7 stages of change
- 3-Step Slip-Up Power-Up Process™ to support relapse recovery
- Coaching tools like the Corkscrew of Change and Two Paths Visualisation
MODULE 3: Creating a Future Worth Staying AF For
This isn’t about helping clients stop drinking – it’s about helping them start truly living.
- The 4 Stages of Alcohol-Free Transformation
- Andy’s Connect 6 Game™ and Goals Plunger Tool™
- Coaching with the Positive Psychology Wheel of Life
- Helping clients find meaning, identity, and purpose
- Coaching beyond the break – guiding long-term growth and potential
BONUS MODULE: The “One Client at a Time” Marketing Blueprint
Marketing made simple – even if you hate selling.
Andy’s marketing course is built for coaches who:
- Don’t enjoy social media
- Don’t want to sound salesy
- Just want to coach – and make a living doing it
You’ll learn:
- How to find your niche and tell one great story
- How to sell without selling
- How to make your first 100K coaching with integrity
- How to grow on one platform only
- Why you don’t need social media to be successful
- How to create one powerful offer that works for years
- How to rise, refine, and repeat for scalable success
Additional Bonuses
- Coach Lab: Watch Andy coach live, monthly
- Private Learning Library: 12 years of coaching insights, tools & video content
- Inner Circle Access: Self-development community with Andy
- Weekly Practice Labs: Continue coaching post-certification
Lifetime access to bonus masterclasses: Topics include:
- Masterclasses with Dr. Christian van Nieuwerburgh
- Executive coaching
- Coaching without social media
- How to price and position as an AF coach
- How to land your first client
Meet your Coach
Andy Ramage, MSc, spent over £100,000 on his own coaching education, only to find most of it dreadful, outdated, and delivered by failed or average coaches who barely showed up.
With an unmatched professional business background and a Master’s degree in Coaching and Positive Psychology, Andy was motivated to rebuild a broken industry with a single mission: Become the world’s best at creating successful coaches.
Andy is the major voice in the world of coaching, leading the courses, hosting the graduations, on social media every day, and sharing his message through his successful podcast, books, and app.
At CBS, you don’t train with a teacher who’s never done it; you train with one of the UK’s most successful coaches, someone with credibility in both traditional business and academia.
Download the course brochure
Find out more about the course, learning modules and qualifications.