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Award-winning Wellbeing & Leadership Coach, Clinical Hypnotherapist,

wife, mum, sister, daughter and friend

Hi, I’m Amy, an award-winning Wellbeing & Leadership Coach, and Clinical Hypnotherapist for current and emerging leaders with talent, drive and vision, but struggling with the SOS of stress, overwhelm and self-doubt.

I have over ten years of experience in coaching, mentoring and clinical hypnotherapy, working 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.

Amy Armstrong – award-winning Leadership and Wellbeing coach and clinical hypnotherapist

“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.


Strategic Communications Consultant / Writer

Professional bio


Amy Armstrong - Leadership and Wellbeing Coaching

Business and Life

Amy is an award-winning coach and clinical hypnotherapist, with 13 years of leadership experience in high-performance business in the EdTech sector. Recently she was awarded Most Inspirational Wellbeing Coach 2023 (South West).  Other coaching awards include Wellbeing Coach of the Year for the Bristol Prestige Awards 2020, and being short-listed for Small Business Coach 2019 by the International Coaching Awards. Amy co-hosts the popular MindStyling for Entrepreneurs Podcast, available on i-tunes and Spotify.

Amy started coaching as a team leader.  She gained her first formal qualification in 2010; since then she has studied Master Coach skills with world-class coaches and experts, such as Judymay Murphy, Ajit Nawalkha and Christian Mickelsen, and was privileged to have the UK ICF President as her supervisor for a number of years. Amy is a Certified Business Coach, NLP (Neuro-Linguistic Programming) Practitioner, and is qualified in Corporate and Executive Coaching. She abides by The Coaching Academy’s Code of Ethics.  Since 2016, Amy’s pro-bono work has included supporting founders at Bristol University’s SETsquared accelerator for high-tech startups, working as a coach, trainer and adviser on a range of Business Review Panels.

Amy Armstrong - Hypnotherapy for Anxiety and Stress

Solution-Focused Clinical Hypnotherapy

Amy’s skills as a hypnotherapist were recognised when she was awarded Hypnotherapy Specialist of the Year for the LTG Spa and Wellness Awards 2019/20. She has studied extensively with one of the UK’s leading hypnotherapy training organisations, Clifton Practice Hypnotherapy Training, plus The Clinical Hypnotherapy School. 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). Consequently, some private health insurance cash plans will reimburse your hypnotherapy fees: https://www.cnhc.org.uk/private-health-cash-plans#gsc.tab=0.

Amy’s Continuous Professional Development is ongoing. To date it has included hypnotherapy for working through menopause; mindfulness; weight management; emetophobia; gut-directed hypnotherapy for IBS; Muss Rewind for PTSD; pain; smoking cessation; stress and emotional eating; children; teenagers; mental illness; solution focused practice; the science of extraordinary performance; resilience; good grief; and advances in hypnotherapy research.

Shortlisted TCA International Coaching Awards
CorporateLiveWire Bristol 2020 Prestige Awards Winner
LTG Spa and Wellness Awards 2019/20 Winner
Cardiff Business School - Cardiff University
Government Digital Service
University of Bristol