The article presents the development of the coaching support programme for leadership and innovation capability improvement. The programme is designed in the context of a five-stage organisational life cycle theory. The article focuses on the building the theoretical background based on the analysis of the literature. The present article briefly reports on the key findings of the literature review which constitute the principals of the coaching support programme and focuses on the consistency of the applied forms and types of coaching with the life cycle stages and the typical components of coaching process. The research is based on a case study method. A case of the programme implementation describes the model of the programme delivery and the preliminary stage of the programme in the organization which operates in wholesale business and runs a direct sales model.