Coaching as the foundation of ATG Entertainment’s learning culture and business success

ATG Entertainment has partnered with the Academy of Executive Coaching (AoEC) since 2014 to embed coaching at the heart of its talent development strategy. Over the past decade, coaching has become a powerful enabler of the live entertainment organisation’s mission to inspire, delight and unite audiences and employees alike.

By integrating coaching across leadership and learning programmes, ATG has built a workplace culture where people are empowered to grow, think creatively and perform at their best. Whether through one-to-one coaching or coaching-style conversations with their managers, employees have access to a thinking and accountability partner who supports their development journey.

A strategic vision for learning and development

ATG’s approach to learning and development is shaped by a clear vision:

• Promote lifelong learning to support continuous improvement
• Provide inclusive access to learning so everyone can grow in the business
• Create a coaching culture that encourages innovation and adaptability
• Strengthen leadership and management to boost engagement, productivity and retention
• Build a fulfilling work environment where people can thrive

This vision is delivered through a set of carefully designed programmes:

• Stages – short, practical management skills courses, delivered in person and online in the UK
• Rising Stars – a two-year development programme for emerging leaders in the UK
• Rising Stars (Germany) – a one-year development programme for emerging leaders in ATG’s German business
• Interval – a one-year programme for experienced managers in the UK
• Dynamics – a one-year programme for experienced managers in the US
• Open Space – a nine-month virtual programme for a diverse group of international leaders to explore inclusive leadership
• Leading Lights – a one-year senior leadership programme for international participants, including two residential retreats in the UK

Each programme reflects ATG’s long-term commitment to developing people at all levels. This commitment is championed by the senior leadership team, including the organisation’s CEO and chief HR officer. Group head of talent development, Paul Williamson, has led this body of work with passion and consistency, helping to embed a culture of learning that’s recognised across the industry.

Embedding coaching into leadership and culture

Since 2014, ATG has invested in coaching as a key driver of cultural and behavioural change. Sixty-six managers have completed the AoEC’s two-day Coaching Skills Certificate, enabling them to lead with greater empathy, curiosity and clarity.

In 2021, ATG deepened its capability by training 16 internal coaches through the AoEC’s triple-accredited Practitioner Diploma in Executive Coaching. These qualified coaches now support employees across the business, with a particular focus on the Rising Stars programme.

Coaching future leaders through the Rising stars programme

Rising Stars is ATG’s flagship development programme for emerging leaders. Designed to strengthen leadership capability and retain top talent, the programme offers a two-year journey of learning, reflection and growth.

Entry is competitive. Candidates apply with their line manager’s support and take part in a structured development experience that includes individual coaching from a member of ATG’s internal coaching pool. All coaches are graduates of the AoEC’s Practitioner Diploma in Executive Coaching.

The programme begins with a two-day residential at Aylesbury Waterside Theatre – a setting chosen to foster psychological safety and strong peer relationships. These early connections often develop into lasting networks of support and collaboration.

Over the two years, participants grow in confidence and capability, with many crediting coaching as the most transformative part of their experience. Coaching creates the space for honest reflection, encourages authentic leadership, and helps individuals navigate challenge and change with greater resilience.

Measurable impact

Since launch, Rising Stars has delivered meaningful outcomes for both participants and the wider business:

• 142 people have taken part in the programme since 2014
• 70% programme completion rate
• 77% of alumni remain employed at ATG
• four years longer average length of service for alumni compared to the company-wide average
• 800+ hours of coaching delivered to Rising stars participants

The impact of the programme is frequently reflected in graduation speeches, where participants share what the journey – and the coaching – has meant to them:

“Put simply, without Rising Stars, I wouldn’t be where I currently am.”
- Rosie Preston, learning & development manager, cohort 3

“I feel more confident as a leader.”
- Kamaal Hussain, deputy venue manager, cohort 7

“We’ve created a culture where people can be honest and talk about their journey.”
- Andrew Rawlinson, business director

Many alumni describe the programme as a turning point - a place where they discovered their voice, strengthened their leadership, and, in their own words, became “even more of who I really am.”

A culture that grows people – and performance

ATG Entertainment’s commitment to coaching has helped build a culture where people feel seen, supported and stretched. Coaching continues to play a central role in attracting and retaining talent, strengthening leadership at every level, and unlocking the potential of individuals and teams.

As ATG’s internal coaching capability continues to evolve, its impact on people, culture and business performance will only grow stronger.