Avril Matthews Verified Professional Verified Professional
Verified Professional

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Accredited Practitioner Coach

About me

Hi, I’m Avril.  I’m an accredited life coach based in beautiful Northumberland, where I take far too many pictures of sun rises and beaches.  I coach people all over the UK who are dealing with a life crisis.

I do that because I’ve had maybe more than my fair share of them, and I know how hard it is to make a change when you feel stuck.  Whatever the cause, it can be hard to think clearly when you’re in crisis mode.

External circumstances often trigger a very visible crisis – being made redundant, losing a promotion or losing your biggest customer, a family member becoming chronically ill or a significant relationship changing or ending.  Coaching can provide the space and the tools to take stock of a situation, and then support you to manage the impact on your life.

But not all crises are external.  If you find yourself saying “I’m fine” a lot, you may have a mild case of a crisis!  

A quiet build-up of small, detrimental daily happenings and habits can move you so far from your chosen path that, one day, you wake up and think “How did I get here?” or “Is this it?!”.  You might be living a life that looks nothing like the one you want to live.  Coaching can bring the underlying causes to the surface and enable you to change the beliefs, actions and habits that are sabotaging your ambitions.

And, of course, there is the most famous crisis - the mid-life crisis.  There’s usually a big temptation with one of these to throw a grenade into a life and see where the pieces fall, but the problem with that approach is that you can destroy all the good along with the bad.  Coaching can help you make change in a meaningful and measured way, and you may not need to buy a motorbike & a full set of leathers.

A crisis can be the catalyst to clear the decks of old, unhelpful behaviours and beliefs and to look at your life through a new lens, so don’t be afraid to declare an emergency.  It’s never too late to start making changes and to live a life that lights you up.

If you’re in a tight spot and want to know more about how I can help, use the contact form here to send me a message or have a look at my website and then get in touch.  We can arrange to have a call when it’s the best time for you to talk and there’s no pressure or obligation – we need to find the right approach for you.

You are the beating heart of your life and we can talk about any or all parts of it – ambitions, ideas, career, family, relationships, business, beliefs, burning desires, self-care, stresses, habits and happiness.  In coaching, you set the agenda.

I coach people located all over the UK on a one-to-one basis via voice & video calls and I’d love to help you too.

Training, qualifications & experience

After a broad career encompassing both employment and self-employment in the private, public and charity sectors, and over a decade juggling a portfolio career, I followed an instinct and retrained to be a life coach.

I trained with Carole Ann Rice on her accredited course at The Pure Coaching Academy, and I have been accredited myself by the International Authority for Professional Coaching & Mentoring (IAPC&M), the only accreditation body approved by the British Industry Ombudsman.

I am a member of the IAPC&M and I am fully insured.

As a life-long learner I relish the continued study that is possible in the coaching realm and I undertake regular CPD.

Member organisations


International Authority for Professional Coaching & Mentoring (IAPC&M)

The IAPC&M is an independent not-for-profit organisation, run by coaches and mentors for the benefit of coaches, mentors and training providers around the world.

Photos & videos


Up to £150.00

Additional information

Start working with me by making a six-week commitment to have weekly 60-minute coaching sessions, either once or twice per week.

After six weeks we’ll mutually decide what frequency works best going forward, so you might stick to the weekly sessions for a while, or fortnightly or monthly sessions may be more suitable. 

Please visit my website for full details of my coaching packages and costs.

Further information

What my clients are saying - 

“She is extremely insightful, strategic and empathetic.  Her thoughtful and purposeful manner helped me plot a path through a variety of decisions and difficulties.  Avril is also very practical, meaning that I walked out of our sessions with practical and achievable actions each week.  I would highly recommend her to anyone looking for an effective life coach who really gets invested in the wellbeing and progress of her clients” - MB

“My sessions with her have been a revelation.   As I approach my 70th birthday, I have finally begun to discover the me that I always longed and deserved to be.  I would recommend her wholeheartedly for her discretion, her honesty and her understanding.  She’s never judgemental and I relish my sessions with her” - TD

“You’re awesome ... you made such a difference today” - BK

“Put simply, you feel safe. Safe to explore the painful stuff.  Safe to be playful too. BUT be under no illusions that she wants you to get results.  You will be expected to put the work in.  But the rewards are there.  Very quickly she’ll cast a spotlight in just the right place” - AJ

“Avril is a joy to work with: she is a great listener and not at all judgemental which makes it very easy to share what I am thinking and feeling.  She asks really pertinent questions which help me understand my own behaviours or issues.  We have addressed a range of challenges - some work, some personal - and I always leave the conversation feeling positive, in control and I have a realistic plan which isn’t overwhelming” - PR

Morpeth, Northumberland, NE61

Type of session

In person

Types of client


Online platforms



Avril Matthews

Avril Matthews