Andrew Richards

Andrew Richards

Plum Tree House
Low Road
Forncett St. Peter
NR16 1HY


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Plum Tree House
Low Road
Forncett St. Peter
NR16 1HY


About me

So, what brought you here?

Something isn't right, but you already know that. Maybe you get that heavy Sunday night feeling? Perhaps you are fed up with being demotivated, limping towards the weekend or perhaps you look in the mirror and don't like what you see?

I will help you find your zest for life again...

How? By focusing all of my attention on you. I'll hold the mirror up and ask the questions that nobody else will. All you need is the guts to reach out and move towards the best version of your story. And yes, I'm talking about the high definition one, where you are in charge and feeling unstoppable. The good news is that you are a lot closer to the life you want than you imagine.

You are likely to be successful already, at least by conventional standards, however you know there is more to life. Your decisions determine what happens in your life - you know this. Yet making the decisions that truly shift you to the life you want seems to have eluded you.

I specialise in helping leaders in many fields reconnect with their zest for life. Clients include leading journalists, academics, entrepreneurs, creatives and even other coaches.

Coaching powerfully connects you to your identity. It may not be comfortable, but the reward is worth it. If you are bold enough to dance with it, then you can open up new possibilities

My clients don't come to me for pop-psychology, pep talks and warm fuzzy friendship, which is a good thing, since they won't get it. My clients don't want someone to please them, they want someone to push them out of their rut and towards the life they want.

What makes me different to some other coaches is that I'm also active as an executive with a global corporation. This means that the challenges of working life are vivid in my mind, allowing me to connect very quickly on your level.

I have been coaching for over 20 years, building teams and developing leaders in medical, healthcare, government, management consulting and professional services. I did my training with the Coaches Training Institute, one of the oldest and most respected coach training schools in the world. I've learned from the very best, having my skills pressure tested with the toughest crowds. I have my coaching evaluated by peers to ensure that it meets the highest standards.

My career has been a tasty buffet so far rather than a series of bland dinners. A restless urge to learn and be curious about the world and people in it has seen me do a lot of things in life so far.

What can you expect from me? You will find me inquisitive, genuine, insightful, reassuring and occasionally funny. I don't take myself too seriously, but I take my work very seriously. You will also find that I will challenge you and quickly get to the juicy stuff that is holding you back.

Need to know

-Will 100% focus on you.
-I don't hide anything, or hide from anything.
-Over 20 years in coaching, leadership and management Internationally experienced, well  developed cultural awareness
-MSc Biological Computation, BSc Biological Sciences, 1st classTrained CTI Coach, fully  insured
-Father of four teens & twentysomethings, husband, son, brother and owner of disabled  dogs

Training, qualifications & experience

CTI CoActive Coach. 20 years corporate leadership experience up to VP level.

M.Sc Biological Computation, B.Sc. Biological Sciences


I have answers to many frequently asked questions here.

What's the cost?

Based on duration and frequency of our interactions. Packages can be tailored to suit anyone. The first session is for a whole hour and is always free.

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?

I have a full-on day-job and nearly all of my clients do as well - therefore I coach in the evenings and sometimes at weekends. My clients love this flexibility, gives options for people both sides of the pond. Most of my coaching takes place on the phone or using a WebEx (Zoom is best I find). Once you've picked your slot, connect with me at the agreed time. Simple!

How long will we work together for?

Piece of string..... Some clients like a chunk of coaching over a period of time, others like ongoing coaching. There is a minimum 6 session (or 3 month) commitment to start with, with the aim of helping you get the most out of it. 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. Thereafter, it can be cancelled by either party with 1 month notice.

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?

Absolutely. Coaching may not be right for you, and it's also important to know if there is a good 'connection' between us. I am not interested in coaching someone who does not want to show up as a client. You are under no obligation at all - you will 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 really clients show up, 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 show up with all the stuff going on in your world, all mixed together. Coaching means breaking the surface and going deeper to reach the juice that is 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 long for.

You were expecting me to solve all your problems and convince you to fire your boss and start a new life baking artisan bread from fairy dust! No. What I will do is help you find resonance in what you are meant to be doing, 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.

Do you offer a money-back guarantee?

Coaching is about growing your resources so that you can live the life you truly want - at the end of the initial 3-month phase, if you honestly feel that no value has been brought to your life from our coaching relationship, I will reimburse you fully without question.

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.

How on earth do you have the energy to coach people in the evening?

I look forward to my coaching clients at the end of my day - I absolutely love to do it. If anything, coaching gives me energy!

Norwich, NR16 1HY

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 1930-2200