WHY School Certification Training Program

Terms & Conditions

Welcome! We’re excited you’re here. Simon Sinek’s WHY School is a supportive learning program created by Optimism Training, LLC (the “Company”) where you get trained in Simon Sinek’s official WHY methodology (the “Course”) based on his work from his iconic book, Start with Why.

This Course is currently part of a pilot phase. That simply means we’re improving as we go, and some elements may evolve based on feedback. The Company reserves the right to change, modify, add or remove portions of the Course at any time. All changes become effective immediately upon posting.

By clicking “Enroll” and checking the box You agree to the terms set forth herein and agree to participate with respect, care, and integrity.

1. What You’re Signing Up For

The Company will train you (“You”) in Simon Sinek’s methodology and procedures involved; upon the condition that You abide by the terms of this agreement. Here are the specifics:

  • Program price: $5,000 (USD) (discounted to $3,499 for beta session)
  • Provider: Optimism Training, LLC
  • Course covers the WHY Discovery method for one-on-one WHY Discoveries.
  • Four-day Course commitment that includes:
    • 4 live classes facilitated by our WHY Trainers on Zoom, attending each class in full. Your participation is required as the program requires team work. Classes will include live training and breakout rooms for interactive learning sessions.
    • Required asynchronous learning outside of the classes and materials provided as part of the Course work.
    • Two graded WHY Discoveries as part of the final exam.
    • A multiple-choice final exam that tests conceptual knowledge.

2. Certificate of Completion Requirements

Upon completion of the Course, You receive a Certificate of Completion once you successfully complete the following requirements:

  • Attend all 4 live sessions, in full.
  • Complete all 4 units of coursework.
  • Take the multiple-choice final assessment – and retake (if necessary) until you pass.
  • Submit two WHY Discoveries and your written notes for review and earn a passing score to demonstrate your understanding of the process and adherence to Simon’s methodology. If a passing score is not achieved on the first two submissions, we will provide guidance and feedback and invite you to revise and resubmit until the required standard is met.
  • Certification is not guaranteed until you fulfill all of the final exam requirements and we’ve received payment in full.

Your Course Certificate of Completion does not expire.

You will have four (4) weeks from the date of the last class to complete the WHY Discoveries. Should You fail to complete all certification elements during this period, you will have to retake the final exam until you pass.

3. What happens once I pass?

Once you pass the final exam, you have now completed the Why School Training Program (Course). As the next step, you are ready to become a Certified WHY Coach. As a Certified WHY Coach will be granted the right to use the Program Logo and use the “Simon Sinek Certified WHY Coach” title. As part of your beta membership, you will receive use of the Program Logo and title (as above) for 12 months at no additional cost. Year 2+ membership fee: $500/year.

As part of your Beta Membership, you will also receive one year of access to the WHY School Coach portal, which may include a coach toolkit with marketing assets, materials, and tools to support your coaching practice; access to the Certified Coaches Community on Circle; live webinars; ongoing training; and eligibility to be listed in the WHY Coach Directory (not all features may be available yet). Year 2+ will be included in your annual membership fee.

What You May Call Yourself

If you ONLY participate in the WHY School Training Program (Course), but DO NOT become a Certified WHY Coach, you can only share publically the following,

“I have completed Simon Sinek’s WHY School”

If you have completed the WHY School Training Program, passed your exams and paid your annual Why Coach membership fee of $500 (beta testers have first 12 months included), you MAY share publicly the following:

“I am a Simon Sinek Certified WHY Coach”

Note: Once you have completed the Certified WHY Coach steps, you will receive a confirmation email with the Certified Why Coach logo to use. The logo and access to the Why Coach Portal will expire after 12 months.

4. Training Course Expectations (aka How we Show Up for Each Other)

You are here because you want to help others live with purpose. We call this service. Together, we show up in service to help others wake up feeling inspired, safe, and fulfilled.

To inspire others, each of us must show up as our best self. The WHY Discovery process is a deeply personal journey, and how we show up for one another matters. The expectations below outline how cohort members commit to supporting each other, our instructors, and the people we serve.

As a WHY School cohort member, you agree to show up with respect, kindness, gratitude, and a genuine willingness to help—during live classes, within our community platform, and in any collaborative work sessions. You will bring a service mindset to support fellow participants throughout the WHY School Course and when delivering or supporting in the WHY Discovery process, using empathy and integrity in every interaction. Personal stories shared in this space are to be treated with care and kept completely confidential.

To fully participate in and contribute to the experience, WHY School cohort members are expected to:

  • Attend all live classes in full
  • Complete all assigned online coursework prior to each corresponding class
  • Be fluent in English
  • Treat classmates, trainers, instructors, and community members with respect and kindness
  • Support others with a service mindset
  • Maintain complete confidentiality of participants and personal stories shared

5. Cancellations & Transfers

If you cannot attend a live class that you have registered for, you can either cancel your participation or transfer your registration to another participant. Here are the details:

  • Cancel 10+ days before cohort start: full refund.
  • Cancel fewer than 10 days before: no refund.
  • Transfer to a different cohort up to 7 days before start: $200 USD fee.

Our mission is to create a learning environment where together we embark on a learning journey to help others. In order to do so, we ask that we all show up in service to each other. We ask that by purchasing and using the Program, that you acknowledge and accept without limitation or qualification all Program Terms below. Please note, things might change as we believe in constant improvement, and we ask that your continued use of the Program means that you accept and agree to any changes.

1. Registration Close Date

In order to ensure that each participant has an outstanding experience in our Training Program, the Company closes registration for each Program Cohort ten (10) days prior to each program date. To ensure that you are guaranteed a seat on the program date of your choice; your registration must be complete and paid in full by the registration close date.

2. Participant Cancellation and Transfer Policy

If you cannot attend a live class that you have registered for, you can either cancel your participation, transfer to a different cohort or transfer your registration to another participant.

Canceling your registration:

  1. You can cancel your program participation up to 10 calendar days before the program cohort start date for a full refund.
  2. If you cancel less than 10 calendar days before the program cohort start date, you will not receive a refund.

Rescheduling or transferring registration to another participant:

  1. Up to 7 calendar days before the course start date: Company will impose a change fee of $200 (U.S.) (or equivalent in the currency you used to purchase) per change, which is due at the time of the change request.
  2. Less than 7 calendar days before the course start date: If you cannot attend the course, you will forfeit your course fee.

6. Using the Method and Materials

All Program content, videos, recordings, coursework, templates, slides, handouts, materials, methods, trademarks, logos, badges, and branding (collectively, “Materials”) are owned by the Company and are protected by intellectual property laws of the United States.

Subject to this Agreement, Company grants You a limited, revocable, non-exclusive, non-transferable license to access and use Materials solely for Participant’s personal educational use and to facilitate 1:1 WHY Discoveries.

You may:

  • Facilitate 1:1 WHY Discoveries using what you learned.
  • Share your certificate of completion as proof of completing the training (Course).

You may NOT:

  • Copy, reproduce, or distribute WHY School materials.
  • Modify or resell course content.
  • Blend WHY School content into your own frameworks.
  • Use logos, badges, or branding.
  • Use WHY School content as part of your Company training or learning and development materials
  • Imply endorsement by Simon Sinek, The Optimism Company or Optimism Training.

7. Recording, Photography & Privacy

Participants cannot make screenshots, audio or video recordings of course sessions. The sessions will be recorded by the Company and be available for rewatching up to 30 days. By participating in the Program, you consent to being visible on screen and to the Company recording your participation. By submitting a registration for yourself or someone else, or by attending this event, attendees grant permission for the Company to store this information and to use the information in future print, electronic, or other visual media, including but not limited to marketing efforts. If you do not wish to grant permission, please contact the course registrar listed below prior to attending the event.

To opt out, email coaching@simonsinek.com before your first session.

8. Health & Safety Disclaimer

The information provided in or through the Program is for educational and informational purposes only and solely as a tool for you to become a Certified WHY Coach.

The Program is not provided by a doctor/physician, nurse, physician’s assistant, or any other medical professional (“Medical Provider”), psychiatrist, psychologist, therapist, counselor, or social worker (“Mental Health Provider”). The purpose of the Program is not to provide health care or to attempt to diagnose, treat, prevent or cure any physical, mental or emotional issue, disease or condition. The information provided in or through the Program is not intended to be a substitute for the professional medical advice, diagnosis or treatment provided by a Medical Provider or Mental Health Provider.

You agree and acknowledge that as a Certified WHY Coach, you will not provide medical advice or mental health advice in any way. If an individual that you are working with as a Certified WHY Coach has or suspects that they have a medical or mental health problem, they should contact their own Medical Provider or Mental Health Provider promptly.

9. Legal Basics

Liability Release:

You agree to hold harmless, indemnify, and release Optimism Training, LLC, Simon Sinek, and their teams from any third-party claims connected to your participation or your use of the method after certification.

Dispute Resolution:

This agreement is governed by California law.

Any disputes will be resolved through binding arbitration pursuant to the Commercial Arbitration Rules of the American Arbitration Association. The venue and jurisdiction shall be the State of California. The parties may agree to conduct the arbitration virtually if they choose. Any decision or award shall be in writing and shall provide an explanation for all conclusions of law and fact. The Arbitrator will have no authority to award punitive or other damages not measured by the prevailing party’s actual damages, except as may be required by statute. The Arbitrator(s) shall not award consequential damages in any arbitration initiated under this section. The prevailing party shall be entitled to an award of reasonable attorney’s fees.