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How could coaching work most powerfully for you?

Do you want to thrive as a leader?

What would it mean to you if you could genuinely THRIVE in work and life?

I am an award-winning Business and Life Coach. I specialise in helping leaders recover clarity and confidence, build their presence and impact, and transform how they show up and shine in the world.

My clients come from all stages of life, business and entrepreneurship. I am inspired daily by the dreams and promises they craft and make real. Of course, all of us have moments – sometimes seemingly endless moments – when we doubt ourselves, and perhaps daren’t even believe a better, more sustainable, fulfilling way of living and working is possible.

But what if it is?
What if actually this is just the beginning?

I offer everyone a free Game Plan call. It is a wonderful opportunity to connect and explore how coaching could help you and your specific circumstances. We will get clear on what is slowing you down, standing in your way, or stopping you from THRIVING. Let’s build a game plan tailored to you and get you back on the path to where you want to go.

Amy 3

I will tailor your coaching programme to meet your needs.

I tend to meet with clients for 60 minutes at a time, every fortnight or month for three to six months, to help them leap forward with the transformations they are seeking. I offer more frequent, short laser-focused coaching sessions of 20 to 30 minutes too, to help clients beat procrastination and build momentum. This unusual coaching approach can be a true game-changer, helping clients save a huge amount of time spent so easily on worrying and prevaricating about what to do next. Instead I will help you build sustainable momentum.

For most of us, taking decisive action is the key to our success.

Coaching can significantly help you to:


make decisions you are committed to and excited about;


get clear on exactly what to do and how; and


hold yourself to account and get what matters most done.

“Amy has a talent which I rarely encounter in business…. She is a role model to me due to her ability to balance strength, wisdom and kindness.”

Amy has a talent which I rarely encounter in business, a feminine strength which is pragmatic and compassionate. She has extensive knowledge of the way the business world works and a vision for enabling a new breed of leaders to shine. For this reason I have been incredibly fortunate to have Amy as a leadership coach, she has helped me to grow in confidence, particularly when managing a multidisciplinary team with a wide variation of personalities and experience; and she has given me tools to use when faced with many potentially daunting situations in business.

Our coaching sessions over the last 6 months have enabled me to know where to put trust in the people around me, allowing me to lose a fear of vulnerability, instead recognising how my strengths balance with the strengths of others and how to ask for help. Now I know how to move through those more lonely times and to celebrate the good times. Amy’s insight and endeavour in our sessions has changed my life for the better.

Dr Becky Sage


As your coach, it is my role to create the space in which you can access new ways of thinking and being, always with the aim of you achieving exponentially different results. Positive lasting change is possible.

If you dare to believe now is your time to thrive, you are right.

Let’s get you there with all the positive, skilled support you need and deserve. It’d be great to connect and start our conversation: book a free, no obligation Game Plan Call with me today.

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How does it work?

Great coaching is about transformations. For such shifts to happen, you will need to trust me, and play full out.

I will ask the questions which need to be asked, whilst always offering unconditional positive regard, and warm, honest encouragement. I will hold you to account to deliver on your promises to yourself.


We begin with a Game Plan Call by phone or Zoom of up to an hour. 70% of the success of coaching is attributed to the relationship between client and coach. This explorative session is the perfect opportunity for you to get a first-hand experience of how I work, at the same time as helping you get clear about your priorities for yourself and your future: about what matters most.


When the time is right for you – during or after the call – we will agree how best to work together and the date of your opening Lift-Off Session.

In your opening Lift-Off Session, we will identify what needs action and attentionI will help you to establish clear, concrete, measurable goals. We will connect you to your insight, intuition, and natural wisdom. I believe there is nothing which you cannot shift. Do you?

My coaching philosophy is that we can only do our best work when we enjoy psychological safety; are connected to our immense strengths; and practice sustainable habits of success in our daily rhythm and routine.  Together we will co-create this environment for you.

  • I know you are naturally creative and resourceful and have so many answers within you already.
  • I believe in your immense capacity to achieve far more than you currently believe possible.
  • I will listen with understanding and absolute confidentiality.
  • I won’t solve your problems for you, but will guide you to solving them.
  • I can share evidence-based strategies to help you get to where you want to go as quickly as possible.
  • I will support you fully on your journey to achieving measurable positive results, whilst you understand and agree that you are responsible for creating results.
  • I will enable you to identify your greatest goals for our work together. The only limit is your imagination.
  • If you are feeling vulnerable and wobbly, I will draw on my deep experience as a clinical hypnotherapist and tailor your sessions to help you reconnect to your inspired, best self.

Together we’ll design the right path for you.

How can I help you today?

Call or text me direct on 07557 911 606 or email amy@amyarmstrongcoaching.com.

Alternatively fill in a contact form here or book a free Game Plan Call here.

I see clients online, usually via Zoom. For an additional fee, I am delighted to work with clients face to face in a quiet, stylish central Bristol or London location.


Free, no-obligation, one-hour Game Plan Call.

Three-month coaching programmes are priced according to your needs, frequency of sessions, and coaching goals. Fees typically begin at £1,897 for large corporates and £1,197 for individuals and small businesses.

“I received some amazing feedback that I wouldn’t have been able to achieve without Amy’s outstanding support.”

Amy’s approach with me over the two phases of coaching we have completed together has been outstanding. Her ability to listen to you as an individual and to steer your thoughts has really helped me add clarity to my career pathway and development.

I am very pleased to have had the acknowledgement of my subsequent progress within my annual review – couldn’t have been much better.

I received some amazing feedback that I wouldn’t have been able to achieve if we hadn’t spent our time together.

Alex Wotton
Senior Manager

“The way you have helped me and the way you work is truly remarkable and very empowering for the client… Thank you so much for everything, you have been a big part of me transforming my life.”

I want to thank you for all the help you have given me not just with this but since I first came to see you. The tools you have given me are tools for life. I think I could have done it on my own but it would have been so, so much harder and miserable to. You helped me to see the positives and actually it was not as much of a mountain as it seemed. The way you have helped me and the way you work is truly remarkable and very empowering for the client. 

It is great a year on to sit here and think, I have done it and can continue to do it. It has been a roller coaster year with work and there have been many stresses, as we all have in life. But to come through it all and stay strong has given me a huge amount of confidence.

Thank you so much for everything, you have been a big part of me transforming my life.

Head of IT

“Amy gives people tools to get on with their life, understanding patterns and behaviours, changing them and moving on by focusing on the way forward.”

“Amy is a fabulous listener, reading between the lines and bringing back the right information at the right time. Amy understands and supports people as much as she can but above all Amy gives people tools to get on with their life, understanding patterns and behaviours, changing them and moving on by focusing on the way forward. She opens up the world of possible and self belief. She is fun, has a big heart but remains very professional. She is just a fabulous human being excelling in her job by sharing her knowledge and energy.”