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Meet Alchemy InCoaching

Today we’d like to introduce you to Alchemy InCoaching.

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
It was fairly simple, in 2018, Armand and Deonte were working part-time with an Educational Coaching company when they realized the need to enact change. After one of our sessions with clients, we both began texting and thinking how we can create our own business, the ideas began flowing. At this point, Armand reached out to Dr. Brian Maiden, whom he views as a mentor from their time working alongside one another at Osbourn High School, to pick his brain and interest in also forming a life coaching and educational coaching business; Dr. Maiden, who was also looking to build his own educational consulting company, did not hesitate to jump right in! We decided to meet at a local coffee shop in Fairfax, VA to brainstorm, create the vision, and build the business; everything was beginning to become clear. Each of us had a vision that coincided with one another’s and from that moment on we knew what needed to be done in order to make the vision a reality. From the many phone calls, text messages, face-to-face meetings and Zoom meetings we are proud to say we have established a business that will bring about positive change and experiences.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
As in the novel, The Alchemist, Santiago endures many obstacles/challenges along his journey. He had to figure out positive ways to effectively overcome those challenges and in doing so, realized the real reward was in the journey and in the relationships he established along the way. With that being said, as a business with three like-minded individuals, our most challenging obstacle was and sometimes still is time management and communication due to us living in different locations within the DMV area, as well as, having demanding work, family and life schedules. Additionally, the idea of having three strong minds come together is not always a smooth ride. However, disagreements, varying viewpoints and worldviews are an important part of the growth process. We don’t always agree but we use those same skills we teach our clients to ensure our communication is effective and progressive.

Appreciate you sharing that. What else should we know about what you do?
We, Dr. Brian Maiden, Mr. Deonte Young, and Mr. Armand Johnston II, are united by Paulo Coelho’s classic novel, The Alchemist. The concepts, the vision and the essence of the book is the cornerstone of our company. The Alchemist is about a young man, Santiago, on a journey to find treasures. He soon learns that the journey and the relationships along the way are the true treasure and reward. After some healthy discussion among the partners, we knew the only name that captured the essence of us as individuals and as a collective was Alchemy InCoaching, LLC. Why? defines the word Alchemy as any seemingly magical process of transforming or combining elements into something new. That definition captures how we came together as a coaching team and a company.

More importantly, it captures our vision for how we want to interact and connect with our clients. The world needs healers and counselors right now. We are determined to be a part of that solution by trying to reach as many people as possible through our work, our community involvement and our individual lives. We don’t stop being who we are because our contract ends with a client or clients. Our goal is to reach and impact as many students as possible. We use our counseling backgrounds to help elevate our clients and assist them in reaching the goals they establish. As we said previously, the world is in need of healers and counselors, especially now. We are confident that the success of our past work with Norfolk City Public School and DNA Skills Academy will continue as we connect with more organizations and school districts. We are equally confident that our innovative and person-centered brand of coaching is part of the solution that is needed in today’s climate. We view our work as an amazing process or opportunity to help clients transform into who they want to be as students and individuals.

Throughout the two year process, we faced numerous obstacles that challenged us from coming together to construct the business plan to manage our time (i.e. all three partners live in different locations and have full-time jobs) and business opportunities/partnerships; however, through all of the adversity, we have been able to successfully create our own brand and build lasting relationships while impacting others along the way. We are blessed that clients allow us to join them on their journey and to be a part of their transformation. We are successful because we know the value of building relationships during the coaching process. We want our clients to know we are with them on their journey, and THAT is the key to our success. We build relationships that promote growth and celebrate the journey. As a result, just as Santiago learned in The Alchemist, our clients often gain more than their originally stated goal. The Alchemist allowed each of us to gain control and a clear vision on how to accomplish our goals individually, as well as together as a team. We each have been able to apply the lessons learned by Santiago in The Alchemist to our company’s motto, Transforming Lives Through Innovative Coaching!

We love surprises, fun facts and unexpected stories. Is there something you can share that might surprise us?
We work beyond the contracts. We’ve had contracts with school districts, companies and individual clients and we continue to follow up on our clients well after the contract’s end. As highlighted previously, The Alchemist is about the journey and building relationships. We believe in and apply that concept to our work with our clients. We recognize that our client’s journey does not end when our contract expires. We also love that the relationships we build during our interventions continue past the contract. As a result, we are always open to clients continuing to reach out to us and actually, we make it a point to follow up with our prior clients at regular intervals to ensure they continue on to find their way on the journey. Does it make sense from a Capitalistic sense? No. However, it is who WE ARE and we want to be the healers the world needs right now.

Contact Info:

  • Email:
  • Website:
  • Instagram: @alchemyincoachingllc
  • Facebook: Alchemy InCoaching
  • Twitter: @alchemyic_llc

Image Credits
Wes Dawson

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