Two Master Coaches
One Mission: Helping You Reach True Coaching Mastery.
At 2 Master Coaches, we combine decades of professional coaching experience with a passion for helping coaches grow their skills, confidence, and impact.
We’re not just trainers—we’re practicing coaches who have mentored, taught, and inspired thousands of professionals to reach their highest potential. Our work is grounded in integrity, proven results, and a shared belief that great coaching changes lives.
Meet Brian Williams
MCC, NBC-HWC, BCC
With nearly 25 years of professional coaching and almost 10,000 direct client hours, Brian Williams brings unmatched depth and breadth to the coaching profession. He is certified in multiple areas, including life, executive, relationship, spiritual, health and wellness, and financial coaching.
For over 16 years, Brian worked for a Fortune 25 company, serving as a lead coach, Director of Coaching, and ultimately Vice President of Coaching and Operations. He helped launch three new businesses under the parent company—each still operating today and impacting more than one million people.
Brian has built and led multiple coaching businesses, developed high-performing teams, and overseen departments of nearly 200 coaches. For nearly 15 years, he has been an instructor at the Institute for Life Coach Training, teaching foundational courses, core competencies, and Christian-based classes. He is also the author of over a dozen books and the creator of the influential Philosophy of Behavior Change framework, used by professionals worldwide.
Outside of work, Brian is a devoted husband to Claudia for 27 years, a proud dad to 9-year-old Ellie, and dog dad to Kevin, their Cavipoo. He enjoys traveling, sports, and playing pickleball.
Meet Jonathan Armel
MCC, NBC-HWC, BCC
Jonathan Armel brings over a decade of coaching excellence, with certifications in life, executive, and Christian coaching, as well as Ziglar Coaching. At a Fortune 25 company, he quickly became the top-performing coach among a team of more than 150 coaches.
His skill and leadership led him into the roles of Coach Mentor and Coach Trainer, where he developed advanced training and mentoring programs, including an NBHWC Approved Training Program. Jonathan has taught at the Institute for Life Coach Training, helping coaches achieve their ACC, PCC, and board certifications.
Jonathan is passionate about helping others unlock their full potential—pushing coaches to not only meet standards but exceed them.
Off the clock, Jonathan is a husband of 19 years to Pamela and a proud dad to Joseph (13) and Chloe (10). He enjoys the outdoors, mountain biking, and leading in his local Boy Scout troop.
Our Shared Vision
We created 2 Master Coaches to help coaches move from competence to true mastery—through honest mentoring, transformative education, and a purpose-driven community. Together, we aim to raise the standard of coaching and equip you to serve with integrity, courage, and heart.
Letter From the Founders
When you first step into coaching, the breakthroughs are unforgettable—but growth doesn’t stop there. In this personal letter, Brian Williams and Jonathan Armel share why they founded 2 Master Coaches, the gap they saw in the coaching profession, and their mission to help certified coaches pursue mastery, expand their impact, and deepen their craft.