Founded by Betsy Capes in April 2004, Capes Coaching's mission is to empower actors and artists by providing them with the knowledge, tools, and support they need to take control of their careers. The Capes Coaching philosophy is built upon the foundation that artists have needs that are unique to who they are and what they want, and that only by gaining clarity around those first, can they create a plan of action to reach their goals. Going against the industry trend of one-size-fits-all, quick-fix solutions, the Capes Coaching method stresses awareness before action and emphasizes long-term, sustainable careers in the arts.

Since its inception, Capes Coaching has earned its reputation as an industry leader by presenting a radically different way of approaching artistic careers from the inside out, an approach that has benefited thousands of actors, artists, and creative professionals through an array of products, services, and a supportive online community.

Betsy Capes, CPCC, is a certified career coach who founded Capes Coaching in April 2004. After spending five years casting and directing theatre while coaching actors and artists on the side, she began to notice a significant trend in the industry: artists spending all of their time and resources honing their craft, yet feeling helpless when it came to actually making a living in their chosen field.

As the President of Capes Coaching, Betsy has spearheaded the creation of a variety of career-focused services for artists, trained multiple coaches and instructors, and continues to personally coach artists of all mediums. Since the company's inception, Betsy has helped over 3,000 actors, artists, and creative professionals sustain their careers in the entertainment industry.

Betsy's career began at Manhattan Theatre Club, where she was on the casting team for the critically acclaimed original productions of Proof, The Tale of the Allergist's Wife, and more. She was also on the casting team for productions at The Drama League, The Public Theater, Roundabout Theatre Company, Broadway, national tours, and MTV. She has worked on projects with established artists including Bobby McFerrin, Amy Sedaris, Sarah Jessica Parker, Philip Glass, David Lindsay-Abaire, Dan Fogler, and Christopher Ashley.

Betsy received her coaching certification through the Coaching Training Institute, has a BFA from the University of Illinois, and has done postgraduate work in Drama Therapy at NYU. She is a member of the International Coaching Federation (ICF) and has been a guest speaker at New York University, The New School, Brown University, Pace University, The Atlantic Theater School, The Screen Actors Guild, Upright Citizen's Brigade (UCB), The Learning Annex, One on One Productions, Manhattan Theatre Source, and Carnegie Hall.


Shana Lory is a professional life coach, trained and certified through Coaches Training Institute, "the Harvard of life coaching."

Before becoming a coach, Shana began her professional life as a casting director in the 1990s, working on hundreds of TV commercials, the Nickelodeon show, "The Adventures of Pete & Pete" and films including "Chasing Amy," "Flirting With Disaster," and "Palookaville." Following that, she worked in advertising for 14 years as a branding strategist for blue-chip clients that included Evian, Charles Schwab, Panasonic, Intel, and the Lincoln Motor Company. As a coach, she uses the creative-collaboration skills and branding expertise gained in those past careers to support her clients.

Here's what Shana has to say about her coaching philosophy:

"Structure, organization and clarity are part of my nature. My strategic expertise and big picture perspective will support you in filtering and organizing information to help you plan your path, remove obstacles to success and develop your brand.

Personal growth is very important to me and I'm good at developing systems that support progress. Anything useful I learn in my life, I bring back and incorporate into my coaching. My methodologies are always developing and growing. Expect to play, invent and explore with fun, imaginative assignments to keep you moving forward toward your goals."