About me
Hi, I’m Ali.
I coach people who want to feel more confident in themselves, more focused in their work, and more in charge of where they’re heading.
With over 17 years’ experience across leadership, elite sport, health and organisational development, I help individuals strengthen performance under pressure, build resilience, and create meaningful, lasting change.
My clients include senior leaders, educators, scientists, administrators and professional football coaches. Many come to me when they are:
- Stepping into bigger roles and questioning whether they are ready
- Feeling stretched, reactive or stuck despite outward success
- Navigating change or career transition
- Wanting to lead with more presence and clarity
- Trying to balance ambition with wellbeing
How I Help
My coaching is neuroscience informed and highly practical.
I am certified in Brain Based Coaching through the NeuroLeadership Institute. This means I understand how the brain responds to pressure, uncertainty and change. Together we work with your brain, not against it, strengthening focus, motivation and sustainable habit formation.
Our work typically focuses on:
- Performing at your best when it matters
- Building confidence and reducing overthinking
- Strengthening emotional regulation and resilience
- Improving leadership presence and communication
- Creating clear direction with achievable action steps
- Developing healthier habits that support long term success
I bring structure, challenge and support in equal measure. Growth is rarely linear, and I create a space where you can think clearly, reflect honestly and move forward with intention.
My Philosophy
I believe you already hold the strengths and resources you need. Coaching provides the space, clarity and accountability to access them.
My role is not to give you answers. It is to help you see more clearly, think more effectively and act with greater confidence.
The result is not just insight, but momentum.
What Clients Gain
Clients often experience:
- Greater clarity and decisiveness
- Increased confidence and self trust
- Stronger leadership presence
- Improved stress management and emotional regulation
- Sustainable performance without burnout
- A renewed sense of direction and possibility
Training, qualifications & experience
- Brain-Based Coaching Certified- NeuroLeadership Institute
- Sports Management BSc
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NTL Institute for Applied Behavioural Sciences Organisation Development Certification
- American Council on Exercise Fitness Nutrition Certification
- Certified American Council on Exercise Health Coach
Testimonials
“Ali has the unique experience of having played football at a high level, as well as being a seasoned leadership development expert. I highly value the perspective she brings to the human side of football, blending her experience as a player and coach with her extensive knowledge of people and culture. The insights she has brought to our football and leadership discussions off the pitch have been thought-provoking and enabled me to view football more holistically.” - David Longwell: UEFA Pro Licence Coach & Academy Director
“I worked with Ali as an external consultant providing design and facilitation for a landmark leadership development programme (EPIC) between 2018 and 2023. Ali brings a clear, innovative vision to any endeavour, which she backs up with strong project management, performance coaching, and people management skills. She’s a sought-after performance and executive coach by programme participants, peers, and organisational leaders. Not only does Ali understand how to spark, coach, and drive performance growth, but she knows how to measure it and translate performance trends into narratives that inspire and amplify further performance growth.” - Trish Silber: President, Aliniad Consulting Partners, Inc.
“I’ve watched Ali intervene with participants with compassion and intention, leaving them with the clarity they didn’t think they needed. Ali and her work are driven by her values, which are immersed in equity and inclusion. I appreciate Ali’s work ethic and her allegiance to integrity. She is dedicated to continuous learning and shares her knowledge and experience openly.” - Judith Gail: Co-Founder, The Power, Influence & Change Programme
“I can confidently say that Ali is an exceptional and powerful leadership coach. Ali created and expertly led the EPIC leadership development programme from the ground up. What sets Ali apart is her ability to cultivate strong relationships with senior leadership. Ali’s influence extends beyond the workplace: her leadership and mentorship create lasting impacts in the lives of those she engages with. She is a remarkable force, and her contributions are felt profoundly.” - Kelli J Geist: Development Team Lead, National Institute of Allergy and Infectious Diseases (NIAID)
Areas of coaching I deal with
Fees
£60.00 - £100.00
Free initial in-person, telephone or online session
When I work
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