Online education September 16, 2021 acquires WBECS and Ethical Coach to form global coaching powerhouse

HLaw acted for Ben Croft, founder, shareholder and former Chairman, on the sale of the business he built from scratch – WBECS and ‘Ethical Coach’ – to

WBECS runs one of the world’s leading events for developing professional coaches, and is a leading digital publisher of premium education programs led by globally recognised coaches. has built one of the most sophisticated software suites for coaches, coaching businesses, and enterprises to manage their coaching endeavors. They claim that their software currently runs over 20,000 active coaching relationships, making it one of the largest platforms of its kind worldwide.

The deal involved an element of cash consideration as well as roll over equity and loan notes, with the HLaw team having to manage the deal on the sell side across time zones and liaising with advisors and parties in the US, the UK, elsewhere in Europe, Asia and in Australia.

Ben Croft, commented, “The Humphreys Law team are always highly responsive and provide clear advice in an accessible manner… HLaw are clearly experts at closing deals and, at every step, I felt that the company was in safe hands when going through what was quite a stressful and complex process.”

We were thrilled to help our client get this across the line.

Humphreys Law

Deal/project: Acquisition

Date closed: September 2021

Space: Online education

Other lawyers and advisors: Gunderson Dettmer and Blackwood Partners acting for the buyer, BDO also advising the seller and Hutchinson Law advising on US equity aspects