About

ABOUT

Develop your mind and skills to overcome stress, overwhelm and self-doubt

with natural calm, clarity and confidence.

 

Hi, I’m Amy, a leadership and wellbeing coach for current and emerging leaders with talent, drive and vision, but struggling with the SOS of stress, overwhelm and self-doubt.

I’ve spent the last seven years working one-to-one with brilliant directors, founders, and leaders-in-waiting helping them find their sweet spot – that point where skills are strong, our mind is calm, and we know how to deliver under pressure without collapsing in an exhausted, snotty, humiliating heap.  

Why my focus on this?

Because I learnt its importance the hard way! I was a leader in the high-performance, fast-growth world of EdTech, with 3 kids under 4 years and commuting 1400 miles a week, when I realised I was heading the same way as my dad, whose terrible work/no life balance led to his untimely death aged 56. Yes, I was exhilarated by becoming my organisation’s youngest ever Regional Director before the age of 30 responsible for a budget of £28m; yes I was honoured to be appointed only nine months later to the massive role of Head of Network Development. Yes, for over a decade, my teams were happy, our performance was stellar, and the bonuses did roll in. But, 18 months of severe night sweats, a debilitating repetitive strain injury from over-use of the phone and laptop, and a formal warning that I was headed for a health melt-down, finally made me recognise something had to change. That, and I wanted to actually see my husband and children!
 

It took me over a year to decompress from corporate life completely. By then I knew my future focus: how to help brilliant professionals achieve sustainable success. I have trained with world-class experts and institutions, and spent hundreds of hours in professional practice as a coach and clinical hypnotherapist.  I have even taken my new skills and insights back into the workplace as a Director, to stress test them on site for 18 months.  Through all of this, I have learnt one critical distinction: the secret of success lies in our mindset, even more than our skills set.

So in a nutshell: I combine leadership coaching and clinical hypnotherapy with my experience in high-performance business. I’ve learnt that in both leadership and life, it isn’t just about what you are doing, so much of it is how you are doing it. I help talented individuals win at their own mind games, and learn to harness the soft power of calm, clarity and confidence, to help them think well to live well and to lead well.

“I chose to work with Amy because I wanted someone who would support me personally as well as professionally… I can highly recommend Amy to anyone who wants to step up the pace and energy of their work in a sustainable and positive manner.”

I chose to work with Amy because I wanted someone who would support me personally as well as professionally and she has done exactly that. She has brought masses of energy, focus and determination into both aspects of my life. She is unfailingly positive and supportive while also challenging me to push myself further, and has a knack for quickly identifying the sticking points in your life and helping you make a plan to address them. I can highly recommend Amy to anyone who wants to step up the pace and energy of their work in a sustainable and positive manner.

Cecilia Thirlway

Strategic Communications Consultant / Writer

Professional bio
AMY ARMSTRONG

Leadership and Wellbeing Coaching  

Amy is an experienced leadership coach and clinical hypnotherapist, with 13 years of leadership experience in high-performance business in the EdTech sector. She has studied Master Coach skills with world-class coaches and experts, such as Judymay Murphy, Rich Litvin and Christine Hassler.  Amy studied Corporate and Executive Coaching, accredited by the Institute of Leadership and Management, at The Coaching Academy and abides by The Coaching Academy’s Code of Ethics. She is also a certified NLP (Neuro-Linguistic Programming) Practitioner and never stops learning –  constantly honing and developing her skills and knowledge base.

Solution-Focused Clinical Hypnotherapy

Amy has studied extensively with one of the UK’s leading hypnotherapy training organisations, Clifton Practice Hypnotherapy Training. She holds the Clinical Hypnotherapy Practitioner Diploma, Solution Focused Hypnotherapy Diploma, and the Diploma in Hypnotherapy & Psychotherapy from the National Council for Hypnotherapy (NCH) – the Gold Standard in clinical hypnotherapy practice. Amy is a member of the National Council of Hypnotherapists and the Complementary and Natural Healthcare Council (CNHC).

She is delighted that such a large proportion of her clients come to her coaching and hypnotherapy practice as a result of referrals from satisfied clients.