Education Incorporated · About

About Education Incorporated

Education Incorporated is a small school in Fourways, Johannesburg that designs personalised attention to help each student reach their potential, for families who want character and growth, not results alone.

What Education Incorporated does

Personalised attention by design: we design our small school to provide personalised attention that helps each student reach their potential

We design our small school to provide personalised attention that helps each student reach their potential.

Growth over achievement: each child measured against their own past self, and grown in IQ, EQ and AQ even when it is difficult

We assess growth, not just achievement. A student moving from 40% to 60% is celebrated as much as one maintaining 90%.

The four houses and their values: Phoenix (purity, reason and independence), Griffin (courage, intelligence and determination), Pegasus (inspiration, enlightenment and loyalty), Dragon (power, wisdom and protection)

Every student is sorted into a house through a carefully constructed personality test. Phoenix represents purity, reason and independence; Griffin represents courage, intelligence and determination; Pegasus represents inspiration, enlightenment and loyalty; Dragon represents power, wisdom and protection.

Innovative, tech- and AI-forward: intentionally forward-thinking about education so students are equipped for the real world, with AI as a tool, never a crutch, and the student doing the thinking

Innovative, tech and AI forward. Intentionally forward thinking about education in the interests of equipping students for the real world they will enter.

What makes Education Incorporated different

Small classes and personal attention

With classes capped at 12 students , they could ensure that every child’s story, strengths and struggles would be incorporated into their learning journey

“We can accommodate a variety of concessions because of the nature of our small classes and the individual attention the children receive.”
, Jacqueline Aitchison, Edu Inc (Education Incorporated), 14 February 2019 (00:10)

A small school by choice, not a compromise

A mainstream IEB school with small classes by design: the smallness is the method, not a limitation.

“And, you know, I describe Edu Inc as a mainstream school that is small. Because we are doing exactly the same as the big mainstream schools.”
, Gershom Aitchison, Edu Inc (Education Incorporated), 10 August 2021 (40:49)

Relationship first; the results follow

“Edu Inc is a normal school. We are, you know, a high-achieving school, a highly academic school. But because we are committed to having relationships with human beings, we can see who they are as human beings and are prepared to listen to them.”
, Gershom Aitchison, Edu Inc (Education Incorporated), 19 November 2023 (67:18)

Est Optimum Sui: be your best self

Est Optimum Sui is Latin for "Be Your Best Self." This is not about being better than others, it's about the deeply personal journey of becoming who you're meant to be.

“We expect you to be a decent human being, be able to relate to other human beings, understand your influence on the space around you, but as to what you are going to achieve, that's entirely up to you to do that.”
, Gershom Aitchison, Edu Inc (Education Incorporated), 19 November 2023 (43:50)

Building capacity rather than over-protecting

When we stop pathologising normal struggles, over-protecting kids from failure, or letting victimhood culture take over, we rob them of the grit, resilience, and agency they need to thrive.

“And the second promise I make is that they're going to work harder than they've ever worked in their lives. And it's not just academically, it's on themselves as people.”
, Gershom Aitchison, Edu Inc (Education Incorporated), 10 August 2021 (53:45)

8 years of conversations on the record

68 episodes of Edu Inc (Education Incorporated), published 1 September 2018 to 24 September 2026, analysed here with every quotation linked to the second it was said (as at 2026-10).

Who uses Education Incorporated

The team behind Education Incorporated

Gershom (Gersh) Aitchison is Head of School. Ishan Singh is Deputy Head and becomes Head of School in 2027 (as at 2026-10).

Jacqueline (Jax) Aitchison has been Board Chair since January 2026.

Edu Inc (Education Incorporated) is hosted by . For the hosts' credentials and background, see educationincorporated.co.za. They are stated there, by the show, and not repeated here.

In the hosts' own words:

“we also started in the extra lesson space. you know, we started with Kip McGrath, and we had two centers, and we started in 2007 with them and built it up, and it was through the parents saying, will you please, you know, teach my kids, they're learning more with you in 80 minutes.”
, Gershom Aitchison, Edu Inc (Education Incorporated), 15 May 2026 (16:41)
“we've been open for nine years and we've also had four in their green blazers. Just because the agility that we can offer those children is what they need.”
, Jacqueline Aitchison, Edu Inc (Education Incorporated), 8 April 2021 (25:41)

How Education Incorporated works

Classes are capped at 12 students (as at 2026-10).

A small school of about 100 learners.

“In order to see if there's a good fit with Edu Inc, every child is required to attend a trial week.”
, Jacqueline Aitchison, Edu Inc (Education Incorporated), 14 February 2019 (00:04)

The first step: Book a Coffee & Tour: a call to book a campus visit, or the form, after which Courtney calls to book it. The call is also a sieve for poor fit (Jax & Gersh, Q10, 2026-09-29). with Ishan Singh, Deputy Head

Key facts

Name
Education Incorporated
Type
small school in Fourways, Johannesburg
Hosts
Gershom Aitchison, Jacqueline Aitchison
Website
educationincorporated.co.za
Services
Personalised attention by design: we design our small school to provide personalised attention that helps each student reach their potential, Growth over achievement: each child measured against their own past self, and grown in IQ, EQ and AQ even when it is difficult, The four houses and their values: Phoenix (purity, reason and independence), Griffin (courage, intelligence and determination), Pegasus (inspiration, enlightenment and loyalty), Dragon (power, wisdom and protection), Innovative, tech- and AI-forward: intentionally forward-thinking about education so students are equipped for the real world, with AI as a tool, never a crutch, and the student doing the thinking
Region
Fourways, Johannesburg
First step
Book a Coffee & Tour: a call to book a campus visit, or the form, after which Courtney calls to book it. The call is also a sieve for poor fit (Jax & Gersh, Q10, 2026-09-29).
Podcast
Edu Inc (Education Incorporated) (this site · iono.fm · RSS). First episode 2018. 68 episodes analysed of 75, as at 2026-10.
Last reviewed
8 October 2026

Frequently asked questions

Answers are drawn by AI from the episode named; the quotation under each is word for word.

Why does Education Incorporated have small classes?

Jacqueline says small classes and individual attention let the school accommodate a variety of concessions and customise a child's education around their talents and passions.

“We can accommodate a variety of concessions because of the nature of our small classes and the individual attention the children receive.”
, Jacqueline Aitchison, Edu Inc (Education Incorporated), 14 February 2019 (00:10)

Does Edu Inc require a trial week before a child can enrol?

Yes. Jacqueline Aitchison says every child is required to attend a trial week to see if there's a good fit with the school.

“In order to see if there's a good fit with Edu Inc, every child is required to attend a trial week.”
, Jacqueline Aitchison, Edu Inc (Education Incorporated), 14 February 2019 (00:04)

Do smaller class sizes alone improve school results?

Gershom cites Stellenbosch University research that reducing class size on its own does not, and Gates Foundation-funded small schools where results depended on the intentionality behind pedagogy and culture.

“a Stellenbosch University research saying that reducing class sizes on its own doesn't improve results. It's reducing the class sizes, having a specific pedagogical goal and, mindset in how you are going to facilitate the curriculum, and then creating an intentional culture within your school,”
, Gershom Aitchison, Edu Inc (Education Incorporated), 15 May 2026 (29:51)

Can a small school still offer sport?

Selwyn says a big school is not needed for sport. His school runs collaborations and many smaller sporting options. Gershom says small schools can accommodate elite athletes' schedules, and Jacqueline notes Edu Inc has had four children in green blazers in nine years.

“we do cater for the elite sports kids where they are able to focus on the sport because they're at that level. And because of the flexibility that we offer, we are able to accommodate some of their schedules.”
, Gershom Aitchison, Edu Inc (Education Incorporated), 8 April 2021 (25:16)

What does IQ, EQ, AQ mean at Edu Inc?

Ishan Singh calls it Edu Inc's holy trinity: IQ changes little over life, but EQ (the emotional intelligence to understand yourself and your impact on others) and AQ (the mental discipline to sit down and get the work done even when you don't feel like it) can grow significantly and determine success beyond distinctions.

“everyone has their IQ. And you might be able to change that by a few points in the course of your lifetime, but your Q and A Q you can change or increase significantly. And a child may get nine distinctions and then go on to university like you said and struggle because of the underdeveloped E Q and A Q.”
, Ishan Singh, Edu Inc (Education Incorporated), 15 May 2026 (51:36)

How this site is verified

This site holds 68 episodes analysed of 75 in the catalogue, published 1 September 2018 to 24 September 2026, as at 2026-10: 1 861 minutes of audio (31 h 1 min), 337 604 words spoken, 615 quotations, 2 364 key points, 323 long passages and 522 questions answered.

How corrections work

Human corrections outrank the machine. 27 are applied on this site (13 speaker identifications ruled by a person; 14 corrections to transcribed words), the latest on 8 October 2026. Corrections are applied when the site is built; the raw transcripts are kept unchanged as the record.

Guests

Maintained by

Solid Gold Podcasts. Last built 8 October 2026. Plain-text version for AI systems: eeat.txt.