Adopt the Coach Leader Mindset
Walk out the 10 Leadership Virtues
Master the Coach Leadership Coaching Process
Ideal for teams of 6–20. Travel and lodging not included.

Tampa, United States
13 years experience
Live with Purpose. Lead with Courage. Create a Legacy of Impact.
I help purpose-driven professionals and leaders who feel stuck, burned out, or overwhelmed regain clarity, confidence, and forward momentum—without losing what matters most.
I’m Jonathan Armel, MCC, an Executive Coach, Leadership Catalyst, and Ziglar Coach Leader. I work with high-achieving individuals and leaders who look successful on the outside but feel uncertain, fatigued, or misaligned on the inside. They know there’s more to life and leadership—but the path forward isn’t clear.
Many people reach a point where effort no longer produces fulfillment. The pace is unsustainable, decisions feel heavier, and confidence quietly erodes. Left unaddressed, this often leads to burnout, strained relationships, and the sense of simply going through the motions—missing the clarity, energy, and impact they were created for.
That’s where my work comes in.
My coaching helps clients slow down, gain awareness, and realign how they think, lead, and live. I don’t offer quick fixes or advice. Instead, I create a focused, challenging, and supportive space where clients can see patterns clearly, reconnect with their values and purpose, and take intentional action toward meaningful change.
As a Master Certified Coach (ICF) and founder of 2b On Purpose, my approach blends values-based leadership, behavioral science, deep listening, and accountability. For clients who desire it, I also integrate faith and a Christian perspective—supporting alignment between belief, values, and daily decisions.
Clients often describe leaving our work with greater clarity, renewed confidence, and a stronger sense of direction—along with practical steps they can apply immediately in their work, leadership, and life.
If you’re navigating a life or leadership transition, feeling stretched thin, or sensing it’s time to realign and move forward with purpose and courage, let’s connect.
I work best with people who are ready to reflect honestly, take responsibility, and step into what’s next—on purpose.
"Still need more clarity? Here are answers to some commonly asked questions.
The Ziglar Coach Leadership Program is a masterclass designed to equip leaders with modern, adaptive leadership skills. It blends mindset, virtues, and practical coaching tools to help leaders navigate disruption, engage teams, and drive sustainable results in today’s fast-changing business environment
The program is designed for: Executives seeking to build resilient, growth-oriented cultures Mid-level managers guiding teams through change while improving communication and performance Emerging leaders developing adaptability, ethical leadership, and team management skills for future roles
The program helps leaders move beyond outdated, hierarchical leadership models and develop skills for: Leading through disruption and uncertainty Aligning individual goals with organizational vision Improving engagement, communication, and accountability Building resilient, high-performing teams
The program follows a three-part learning model: Immersion Training – A two-day interactive, in-person experience establishing foundational Coach Leader skills Virtual Reinforcement – Ongoing access to digital learning and implementation tools Coaching – Continued development alongside a Ziglar Certified mentor and coach
The program is built around three core elements: Coach Leader Mindset – Leveraging disruption as a strategic advantage and fostering a growth culture Leading with the 10 Leadership Virtues – Including kindness, humility, self-control, perseverance, reliability, and more Intentional Coaching Process – Using Ziglar’s 5-step coaching model to conduct weekly, growth-focused coaching conversations
Unlike traditional leadership programs that focus only on skills or authority, this program integrates mindset, virtues, and real-world coaching conversations—developing leaders who inspire trust, engagement, and long-term performance, not just short-term result
Yes. Participants leave the program with a personalized coaching framework, practical conversation tools, and a clear roadmap for conducting weekly goal-setting and development conversations with their teams
The program offers two investment options, depending on the level of support desired: $9,000 – Includes the two-day immersive leadership training plus 12 one-on-one coaching sessions $6,000 – Includes 12 one-on-one coaching sessions only (no in-person training) Both options are designed to support meaningful leadership growth and sustained behavioral change.
The 12 coaching sessions focus on: Applying the Coach Leader mindset in real workplace situations Practicing the Ziglar Intentional Coaching Process Strengthening leadership presence, communication, and accountability Translating virtues into daily leadership behaviors Each session is designed to reinforce learning and drive practical, measurable growth.
Organizations benefit through: Stronger leadership alignment with organizational goals Increased engagement, trust, and retention Improved communication and performance A leadership culture grounded in values, accountability, and continuous development