About Us

We're a team of passionate thinkers and doers, dedicated to building with purpose and clarity. Collaboration and curiosity drive everything we do.

How we began…

Hello!

We focus on ongoing, practical coaching that embeds learning into everyday behaviour. Through structured, bite-sized development, we help teams retain knowledge, apply it effectively, and continuously improve their performance.

The impact of this approach is significant:

  • Improved employee retention through consistent development

  • Stronger collaboration and communication across teams

  • Increased motivation and accountability

  • Measurable improvements in sales performance and win rates

  • A clearer, more consistent approach to generating revenue

Coaching is both an investment in skills, and an investment in results. Studies show that the majority of businesses not only recoup their investment in coaching but often see returns many times greater. With consistent coaching, sales professionals perform at a higher level, win more business, and contribute more effectively to overall company growth.

At Agoge Coaches, we combine real-world sales experience with proven coaching methodologies to help individuals and businesses unlock their full potential.

Because better habits build better salespeople, and better salespeople build stronger businesses

Agoge Coaches was created with a clear purpose: to help businesses and individuals improve their sales performance while building a mindset rooted in discipline, continuous learning, and long-term growth.

The term “Agoge” represents a commitment to training, education, and the consistent pursuit of becoming better. We believe that great sales results don’t come from one-off training sessions—they come from structured development, repetition, and accountability over time.

Many businesses face the same challenges when it comes to sales performance:

  • Struggling to retain top-performing consultants

  • Not fully maximising profit or return on investment

  • Lacking the time to properly develop their teams

  • Working with coaches who lack real sales experience

  • Limited collaboration and communication across teams

  • Low motivation or inconsistent performance standards

  • Not enough practice and reinforcement of core sales skills

Traditional sales training often fails to deliver lasting results. Research shows that up to 70% of training content is forgotten within a week, and nearly 90% within a month. Without consistent reinforcement, even the best training loses its impact.

That’s where Agoge Coaches is different.

Isaac Johnston

FOUNDER

'm Isaac Johnston, Founder of Agoge Coaches.

I am a results-driven professional who has built my career around one simple belief: people achieve extraordinary results when they're given the right guidance, development and support. Throughout my career, I have embraced every opportunity to learn, grow and challenge myself, always striving to lead by example and deliver excellence in everything I do.

At my core, I am a people person. My fascination with understanding human behaviour began through my background in acting and evolved into a passion for helping people succeed through sales, recruitment, leadership, and personal development. Whether working directly with individuals or developing high-performing teams, I have always been motivated by seeing others unlock their potential and achieve goals they once thought were out of reach.

This passion led me to create Agoge Coaches.

Agoge Coaches was founded to address a challenge I repeatedly saw throughout my career: businesses investing in training but failing to achieve lasting behavioural change and sustained performance improvement. Too often, sales professionals attend a training session, leave feeling inspired, and within weeks most of what they've learned is forgotten.

I wanted to build something different.

The name Agoge represents a commitment to discipline, continuous learning, accountability, and the relentless pursuit of improvement. Our philosophy is that exceptional sales performance isn't created through one-off training events. It is built through consistent coaching, practical application, reinforcement and a growth mindset that becomes part of everyday behaviour.

As a leader, I never ask others to do something I haven't done myself. My coaching is rooted in real-world sales and recruitment experience, combining proven methodologies with practical, actionable strategies that deliver measurable results. I work with individuals and businesses to develop stronger sales habits, improve performance, increase accountability, and create cultures where people can thrive.

Nothing gives me greater satisfaction than helping others grow in confidence, capability and success. Because when people develop, businesses grow. That's the driving force behind Agoge Coaches and the mission that continues to inspire me every day.

Better habits build better salespeople. Better salespeople build stronger businesses.

Thirteen years of direct recruiting experience.

Eight years of coaching experience.

Paulyne Skipsey

CHIEF OPERATIONS OFFICER

Our journey has been truly remarkable. Every step we’ve taken has been guided by our core values, allowing us to create meaningful, lasting impact.

This isn’t merely a business venture; it embodies our beliefs and aspirations. We are dedicated to crafting work that truly matters, driven by a collective commitment to excellence and genuine care.

Nani Holmes

CHIEF INNOVATION OFFICER

Nani Holmes is the Chief Innovation Officer at Agoge Coaches, where she supports the systems, processes, and business operations behind a seamless experience for clients and coaches. She brings 5 years of engineering experience and seven years of international program management, combining analytical problem-solving with a practical understanding of how people, partnerships, and operations work together.

Throughout her career, Nani has managed complex projects, strengthened organizational systems, and supported multi-national programs and partnerships across the U.K., U.S. and Europe. At Agoge, she applies that experience behind the scenes by helping translate ideas into clear, sustainable processes and ensuring the business can adapt as the recruitment as sales landscape evolves. Her work supports Agoge’s commitment to practical development, continuous improvement, and coaching that creates lasting results.

Five years in Engineering.

Seven years in International Program Management .

ARE YOU A SALES COACH?

Join Our Team

We are always on the looking for independent sales coaches looking for structure and connection. Agoge brings a network of clients to the table.