Andrew Richards

Andrew Richards

Forncett St. Peter

01508 531951 / 07545 207464

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About me

I'm an experienced coach. I work with people who have the guts to want a different future than the one they would have arrived at on their own. It takes creativity, commitment and courage to do it. It also takes a coach to help you build it. That's where I can be of service to you.

Most of my coaching takes place using the phone or video calls during the evening - clients like to have the space and time to think clearly away from the hustle and bustle of the day.

Here's some of what they say:

“Andrew has been brilliant at helping me work through and review my priorities during a significant transition in my life. He helped me put issues that were stressing me out into perspective and I’m now feeling in a far better place than I was.” - J Donaldson, Suffolk

"In a world of endless opinions and unsolicited advisers, speaking with Andrew is the serenity amidst the storm, like having a 1 to 1 with your higher self. His no.1 priority is your happiness and fulfillment. I have never felt braver, happier, or closer to my own truth. If you're reading this, look no further! The universe has been kind to you, you have finally found that life altering, miracle making spark of change that you've been looking for. Andrew, you're a superhero! Thank you!!  - Manolya, Marmaris, Turkey

"....I was dealing with questions of a career change, trying to find the right balance between work and spending time with my family... Andrew, helped me find myself in this search of a path, one which I feel a lot more confident and clear about. I am still counting on him on to accompany me through this journey, and I will definitely recommend him to everyone looking for help" - T Epshtein, London

"Andrew asks the questions you don't ask yourself and struggle to answer. A great mentor which allows you to face up to what you really think and want in life and career. Very easy to talk to, very approachable. A great help who offers mental clarity, encouragement and understanding in a confusing world." - O Adan, London

When you first get on the phone with Andrew, you are immediately enveloped with a feeling of safety and reassurance. Andrew engendered a sense of warmth and ease, he built a place of safety and listened with empathy. This enabled trust to quickly form and for my desired outcomes to more easily be spoken out loud. Andrew has the ability to ask the right question (often with loving courage) that made me pause, stopping the inner chatter and then with pin point accuracy, got to the heart of the matter. Since working with Andrew, I have made some major life decisions and I valued the time I spent with him as these decisions are now shaping new things in my life. I recall how at the end of each session, I would have made a new decision or was ready to take new action. The ability to create space for thinking, to ask the right question at the right time from some sixth sense, and then to hold me accountable to taking new actions has resulted in new results in my life, surely the best endorsement of any Coach. If you want something new in life, give him a call.”  - Simon Dawson, York

"Andrew's leadership and coaching enabled me to accelerate both my professional and personal was a pleasure to work with Andrew from day 1!" -J Jacob, London

Training, qualifications & experience

I trained with the Coaches Training Institute, London and California as a CoActive Coach - one of the the oldest and best established coaching schools in the world. I've had my coaching assessed by peers and critiqued by the Jedi-masters of the coaching world!

20 years corporate leadership experience up to Senior Vice President.

University: B.Sc (Hons) 1st Class, M.Sc and still going for degree number 3 because "why not?"

University of life: father of four teenagers and twenty-somethings, husband, brother, son. Well traveled, love to exercise, love to eat, love fresh air and birdsong.


Our first conversation is free, we will take our time over the course of an hour - it's that important. We will talk in depth about where you are in your life and where you want to take it. You will be able to experience real coaching straight away and then decide if it is right for you.

Thereafter £95/session or £180/month (2 sessions)

Further information

Here are the things that people ask me all the time:

How often?

Most clients seem to like coaching once a fortnight. Some like weekly coaching. Sometimes clients space things out a bit down the line. It's up to you - it can take a while for clients to unpack the coaching afterwards which is why we need a bit of space between sessions. Most of the value of the coaching is realised afterwards as the self-learning soaks in.

What are the practicalities?

Most of my coaching takes place on the phone or using videoconferencing. I have limited availability to meet face to face, but it can be arranged if you are in Norfolk or willing to travel.

How long will we work together for?

Some clients like a chunk of coaching over a period of time, others like ongoing coaching. Often, after a few weeks, things start to 'move' for clients, and it is beneficial to be coached through them to understand the powerful dynamics involved. We will regularly review our relationship to ensure that it is working for both of us.

I live in another country or timezone would that be OK?

- It is usually fine, provided the timing works for both of us.

I'm not sure if coaching is going to be right for me - can I try it out first?

It's a must, and I always offer clients an impactful coaching conversation, setting aside some quality time to understand you and where you want to take your life . Coaching may not be right for you, and so it's also important to know if there is going to be a good connection between us. You are under no obligation at all - you will soon know if you want to hire me. If you don't, we part company wishing each other well.

How do I know if it will work for me?

Coaching can lead to a lot of new perspectives. I have found that when clients really show up, creative and committed to their life, then things will change, often quickly. The extent to which you change depends on how strong your desire is.

However, here are four reasons why it might not work:

You were not expecting it to be so, well,  personal.....It is - this is your life remember! Our sessions will be a safe place to bring all the stuff going on in your world, all mixed together. Coaching means breaking the surface and going deeper to burn through the blockages that might be holding you back. If that's too much, coaching isn't for you.

You were not expecting to be accountable for your life.....I'll hold your agenda. If you say you will do something, I will check in to make sure that you follow through, for the sake of the life you want.

You were expecting me to solve all your problems. No. What I will do is help you find resonance in what you want, and help you see where your current circumstances play a part.

You wanted a buddy....coaching is a different thing. A buddy won't always blurt out what needs to be said. A buddy won't always be comfortable being with you in uncomfortable areas of life. I will be there in service of you - wherever that takes us.

What's the difference between counselling and coaching?

Counselling can be seen as helping clients to move past certain issues in order to be able to function in everyday life. While coaching may involve acknowledging the role past events play in the decisions people make today, its focus is very much on where people are going in life, as opposed to where they are coming from.

A coaching relationship is about enabling a different future than the one you would get by default, without a coach, creativity and commitment!

Norwich, NR16

Type of session

Online life coaching: Yes
Telephone life coaching: Yes
Face to face life coaching: Yes

Practical details

Sign language: No
Other languages: None


Wheelchair access: Unspecified


Evenings (UK time)