WHY Professional Membership

Give Your Clients Clarity. Give Yourself Confidence.

The world's most powerful clarity tool for coaches who want to stand out, scale their practice, and transform more lives.

You became a coach to change lives...

But the coaching world is crowded, your message is hard to explain, and finding the right clients can feel like a grind.

You shouldn't have to guess at your value — or hustle so hard just to get paid for it.

At WHY Institute,

we've helped thousands of coaches and professionals turn their passion into profit with the WHY.os Discovery — the fastest way to help clients find purpose, clarity, and direction.

We'll give you the tool, the training, and the templates to build trust and create results — fast.

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What Coaching industry leaders are saying

“If you’ve been on the sideline, thinking about having a tool that could help people find their purpose, you’ve got it right here. Working with Gary and his team, I’ve seen their commitment to making this work effective. As coaches and consultants, lacking a tool to intentionally help your client uncover their ‘why’ is a great disservice. This tool removes all guesswork. And Im going to tell you what, clients who know their WHY, complain less, pay better, and renew.”

Paul Martinelli,
Empowered Living / Empowerment Mentoring

“What I wanted to share with you personally is how much WHY.os, yes, it helps business. Yes, it helps prospecting. Yes, it helps messaging. Yes, it helps all the things that you want to fix. This has helped me individually. It’s helped my marriage and it’s helped my parenting style.”

Brandon Mergard,
CEO at Marshall Goldsmith Stakeholder Centered Coaching

“If you’ve been on the sideline, thinking about having a tool that could help people find their purpose, you’ve got it right here. Working with Gary and his team, I’ve seen their commitment to making this work effective. As coaches and consultants, lacking a tool to intentionally help your client uncover their ‘why’ is a great disservice. This tool removes all guesswork. And Im going to tell you what, clients who know their WHY, complain less, pay better, and renew.”

Paul Martinelli 


Empowered Living / Empowerment Mentoring

“What I wanted to share with you personally is how much WHY.os, yes, it helps business. Yes, it helps prospecting. Yes, it helps messaging. Yes, it helps all the things that you want to fix. This has helped me individually. It’s helped my marriage and it’s helped my parenting style.”

Brandon Mergard

CEO at Marshall Goldsmith Stakeholder Centered Coaching

 

WHY Professional Membership Includes:

  • Complete Access to the WHY Coach Certification Program with Dr Gary Sanchez ($4,000 Value)
  • WHY.os Discovery Starter Pack — 25 WHY.os codes to create immediate impact ($2,500 Value)
  • Monetize Your Membership Playbook — Step-by-step plan to book your first 3 clients ($497 Value)
  • WHY Coach Sales Vault — Swipe files for emails, landing pages, social posts, and more ($1,997 Value)
  • Workshop-in-a-box — Ready-to-present decks and delivery scripts ($2,497 Value)
  • WHY AI Toolkit — Time-saving tools for onboarding, debriefs, and prospecting ($297 Value)
  • WHY Society Community — Ongoing live trainings, peer support, and celebration (priceless)

Total Value: $11,788

Simple, Scalable Pricing:

One-Time Join Fee: $3,997

Or choose 3-part payment plan: $1,500 X3

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Here's how to start:

1. Join the WHY Professional Membership

Get instant access to your tools, training and 25 codes to start coaching with clarity.

2. Use the Plug-and-Play Materials

Run your first paid session, host your first workshop, or close your next client with swipe-ready tools and AI shortcuts.

3. Grow a Practice That Stands Out

Transform more lives, grow your revenue, and renew with confidence because you're seeing real results.

What industry leaders are saying...

The Guarantee

If your first 3 clients don't love it — we'll refund your investment.

We're confident the WHY.os will deliver breakthrough clarity, connection, and value. But if your first 3 clients don't walk away impressed? We'll make it right. No hoops. No hassle.

Ready to become the go-to coach your clients are searching for?

Join the WHY Professional Membership today and build a coaching practice powered by purpose

What You Get:

  • Video Training with Dr. Gary Sanchez
  • Engage in 10-15 hours of on-demand video training (and corresponding workbook) that you can revisit at your own pace. These videos, featuring Dr. Gary Sanchez, cover the core principles and applications of the WHY.os methodology.
  • Your Own Personalized WHY.os Activator Dashboard
  • *Event Mode not included in Starter plan
  • Maintain a centralized location for all your client results and profiles, your own WHY and WHY.os discoveries, and access to a suite of resources. This dashboard also allows you to host events, create QR codes for these events, and more, enhancing your professional practice.
  • Private, Exclusive, and Supportive Online Community of Coaches
  • *Not included in Starter Plan
  • Join a purpose-driven and heart-centered community where you can connect with other coaches, share insights, and gain support. Receive news, resources, RSVP for workshops, and more! Think of it as your own social media within the WHY community.
  • Monthly Coach Calls and Bi-Monthly Q&A Sessions with Dr. Gary and Various Guests
  • *Not included in Starter Plan
  • Stay engaged with monthly calls that feature a range of topics and guest speakers to broaden your coaching perspective and skills. Participate in bi-monthly sessions where you can ask Dr. Sanchez questions directly, enhancing your understanding and application of the WHY.os principles.
  • Three Quarterly Workshops
  • *Not included in Starter Plan
  • Attend workshops focused on Monetization, Messaging, and Team WHY.os. These are designed to enhance your ability to generate income, communicate effectively, and work with groups to scale.
  • A Growing Collection of Resources
  • *Not included in Starter Plan
  • Access an ever-expanding library of worksheets, slide decks, recordings, guides, and more, providing you with the tools needed to enhance your coaching practice.
Contribute WHY
  • Custom GPT for Instant, On-Demand Advice and Answers
  • *Not included in Starter Plan
  • Leverage a tailored digital assistant, available 24/7, to get quick answers and advice specific to the WHY.os methodology and coaching scenarios.
  • Certificate of Recognition
  • Receive a formal certificate upon completing the certification, symbolizing your knowledge and skills in the WHY and WHY.os. This is for you to post, print, frame, share, and show off your new certification.
  • Annual In-Person Networking Event
  • Attend an annual event designed for networking, learning, and connecting with peers and leaders in the coaching industry. With workshops, guest speakers, dinners and more!
  • Affiliate Program
  • Earn commissions using your own links for WHY and WHY.os Discoveries to prospective clients, creating an additional income stream.
  • Opportunity to Be Featured on the 'Beyond Your WHY' Podcast
  • Gain a chance to be featured on the podcast to discuss your coaching journey and promote your business, enhancing your visibility and credibility.

Meet your Instructor

Dr. Gary Sanchez

A while back, I had a moment of realization. Here I was, a successful dentist, yet something was amiss. I was in a fog, struggling with a sense of direction both in my personal life and my professional journey. Despite my achievements, I felt like I was missing a crucial piece of the puzzle – my WHY.

For years, I tried everything to grasp a deeper understanding of myself, but it all seemed elusive. I was like many, knowing what I did and how I did it, yet the core, the real driving force behind my actions, remained unclear. This lack of clarity wasn’t just a personal dilemma; it permeated my business, affecting how I connected with clients and colleagues.

The turning point came when I stumbled upon Simon Sinek’s Golden Circle concept. It struck a chord with me. It wasn’t just another motivational speech; it was a practical approach to uncovering the purpose behind our actions. I knew then that finding my WHY was not just important – it was essential.

So, I embarked on a journey of self-discovery, a journey that took me to the depths of my past, my motivations, and my actions. After months of introspection and guidance, it dawned on me – my life had always been about finding a better way to do things and sharing those discoveries with others. It was a simple yet profound revelation that had been with me all along, hidden in plain sight.

Armed with this newfound clarity, I transformed not just my personal life but my professional approach too. I started sharing this method, first with friends, then with patients, and eventually with businesses and professionals across various fields. The WHY Discovery tool was born out of this need to help others find their purpose as swiftly and clearly as I had found mine.

Today, I stand here, not just as a dentist but as a guide helping thousands unravel their WHY. It’s more than a concept; it’s a movement – one that has reshaped my life and the lives of countless others. It’s a testament that when you discover your WHY, you unlock a path to greater fulfillment, clearer direction, and more impactful connections in every aspect of your life.

 

 

This Presentation is Hosted by
Dr. Gary Sanchez

A while back, I had a moment of realization. Here I was, a successful dentist, yet something was amiss. I was in a fog, struggling with a sense of direction both in my personal life and my professional journey. Despite my achievements, I felt like I was missing a crucial piece of the puzzle – my WHY.

For years, I tried everything to grasp a deeper understanding of myself, but it all seemed elusive. I was like many, knowing what I did and how I did it, yet the core, the real driving force behind my actions, remained unclear. This lack of clarity wasn’t just a personal dilemma; it permeated my business, affecting how I connected with clients and colleagues.

The turning point came when I stumbled upon Simon Sinek’s Golden Circle concept. It struck a chord with me. It wasn’t just another motivational speech; it was a practical approach to uncovering the purpose behind our actions. I knew then that finding my WHY was not just important – it was essential.

So, I embarked on a journey of self-discovery, a journey that took me to the depths of my past, my motivations, and my actions. After months of introspection and guidance, it dawned on me – my life had always been about finding a better way to do things and sharing those discoveries with others. It was a simple yet profound revelation that had been with me all along, hidden in plain sight.

Armed with this newfound clarity, I transformed not just my personal life but my professional approach too. I started sharing this method, first with friends, then with patients, and eventually with businesses and professionals across various fields. The WHY Discovery tool was born out of this need to help others find their purpose as swiftly and clearly as I had found mine.

Today, I stand here, not just as a dentist but as a guide helping thousands unravel their WHY. It’s more than a concept; it’s a movement – one that has reshaped my life and the lives of countless others. It’s a testament that when you discover your WHY, you unlock a path to greater fulfillment, clearer direction, and more impactful connections in every aspect of your life.

 

 

WHY.os Certification FAQs

The WHY.os Certification course is a flexible and self-paced online training that allows you to tailor your learning experience to your unique needs. While the course length may vary depending on the level of intentionality you bring to your studies, investing time and effort into the course content will yield significant benefits. On average, most students complete the course within 10-15 hours, equipping them with the tools and resources needed to become certified WHY.os Activators.

During the training, you’ll experience a dynamic mix of engaging presentations, interactive activities, and meaningful discussions. The primary focus of the training will be on interpreting the WHY and WHY.os Discovery results, while also providing you with additional insights and tools to enhance productivity, communication, and performance. Ultimately, this training will enable you to help others discover their unique WHY and WHY.os independently, empowering them through self-discovery to achieve greater success and fulfillment.

With the coach dashboard, you’ll have the flexibility to send WHY and WHY.os Discoveries to your clients as needed, while keeping all the data neatly organized and easily searchable in one centralized location. You’ll also have complete access to your clients’ results, coaching resources, and other valuable tools to help you provide a more personalized coaching experience that meets the unique needs of each client. The dashboard provides an efficient and streamlined approach to managing your clients’ progress and delivering exceptional value to their coaching journey.

While there are many paths to self-discovery, the WHY Discovery is a crucial first step in the journey towards greater self-awareness. By combining the insights gained from the WHY and WHY.os Discoveries with other assessment tools, you can create a powerful framework for personal and professional growth. Rather than replacing other assessments, the WHY and WHY.os Discoveries serve as a complement, enriching the coaching experience and deepening the impact on both your clients’ lives and your relationship with them.

  • Personalized coach dashboard for sending and receiving WHY and WHY.os Discoveries
  • Networking with a community of like-minded coaches passionate about transformational change *
  • Three free workshops on Messaging, Monetizing, and conducting a Team WHY.os*
  • Monthly coach calls for ongoing support and guidance*
  • Access to valuable resources including slide decks, worksheets, one-pagers, and more*
  • Continued education opportunities to stay up-to-date with the latest research and techniques in the field*
  • Annual recertification event for coaches to network, share insights, and deepen their understanding of the WHY.os and its methodology.

    *not included in Starter Coach Subscription

Yes, we offer a 30-day money-back guarantee. If you find the program isn’t the right fit within the first 30 days, you can request a full refund.

Becoming certified in WHY.os can help you grow your coaching business by differentiating yourself from other coaches and attracting more clients who believe what you believe.

  • Completing the WHY Coach Certification program will also equip you to:

    • Implement the WHY discovery process effectively to enhance personal and client experiences.
    • Gain tools and strategies to attract and retain clients, increasing your coaching business’s profitability.
    • Develop a deep understanding of how to apply purpose-driven insights in various professional settings.

Available to Established and Scaling Coach Subscriptions, you will have exclusive access to our monthly coaching calls with various guests. These calls offer a unique opportunity to receive updates, ask questions, share experiences, celebrate successes, and grow as a community of like-minded individuals committed to transformational change.

In addition, you will be invited to join our private Mighty Networks group where you can connect with fellow WHY.os Certified Professionals, share insights and resources, and build meaningful relationships.

As a WHY.os Certified Professional, you have the freedom to set your own pricing strategy based on your unique business model and goals.

Our top-performing WHY.os Certified Professionals leverage their unique backgrounds and expertise to provide exceptional service to their clients, while seamlessly integrating WHY Institute’s tools and resources into their solutions. Upon certification, you will have access to comprehensive training and a wealth of materials on how to generate leads and effectively present WHY Institute to your prospects and clients, helping you grow your business and achieve your goals.

There is not a recertification fee. Your monthly subscription covers all of that (yay!). 

Yes, you will be able to upgrade and downgrade your subscription in your dashboard. 

  • What is the WHY Discovery?
  • The WHY Discovery is a unique and specific method for profound personal insight, understanding one’s core driving force, and creating significant alignment in your life. It was developed by the WHY Institute after years of research and has helped thousands of individuals and organizations. The WHY Discovery combines the power of introspective questioning with guided self-reflection to create profound understanding within you.

    It is a methodical approach that goes beyond superficial questioning. It involves deep, reflective thinking patterns, coupled with guided exercises that help individuals articulate their underlying purpose.

    This method is not just about answering questions; it's about using each question as a vehicle to delve deeper into your psyche and discover what truly motivates you.
  • Why is the WHY Discovery Powerful?
  • The power of the WHY Discovery lies in its targeted approach. By engaging your thought process, self-awareness, and emotions simultaneously, it creates a synergy that can realign your life’s direction.

    Delving deep into your personal motivations clarifies your core values, reducing confusion and misalignment in life choices.

    Self-awareness and personal alignment, on the other hand, help recalibrate your life’s goals, fostering new, positive directions and choices. This combination can lead to a state of heightened self-understanding and life satisfaction.
  • How Does the WHY Discovery Realign Your Life?
  • The WHY Discovery works on the principle that your life’s direction and satisfaction are intrinsically connected to understanding your core motivations.

    As you engage with this method, you’re not only reflecting on your past choices and experiences but also setting a clear path for future decisions.

    This method is a unique introspective practice designed to harmonize and optimize your mental, emotional, and motivational states.

    This alignment is crucial for realigning your life’s purpose.

    The practice encourages the release of misaligned goals and the adoption of empowering, purpose-driven pursuits.

    Over time, this leads to a realignment of your life’s objectives, much like recalibrating the settings of a device, allowing for improved fulfillment and effectiveness in your personal and professional life. In essence, the WHY Discovery is a tool for deep self-understanding.

    It empowers you to take control of your inner motivations, leading to profound changes in how you experience and direct your life.
  • How Does the WHY Discovery Work?
  • Imagine your life as a complex system; the WHY Discovery is like a tool that ensures all parts are aligned effectively.

    In summary, the WHY Discovery’s unique combination of simplicity, introspective depth, and immediate applicability make it a special and appealing practice for those looking to understand their purpose and enhance their fulfillment on multiple levels.