Cheryl Binnis

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MA (Oxon) - Master Life Coach, NLP and hypnotherapist
Available for new clients
Available for new clients

This professional is available for new clients.

Poole, Dorset, BH14
Available for new clients
Available for new clients

This professional is available for new clients.

About me

Hello, I'm Cheryl. Thank-you for taking the time to look at my profile.

I'm a qualified Transformational Coaching Specialist, Master level life coach, neuro-lingiustic programming (NLP) practitioner and clinical hypnotherapist. I'm also a sports massage and soft tissue therapist, which enables me to work with both the mind and the body where this will get the best results for clients.

I'm passionate about physical and mental wellbeing and my mission is to enable people who feel stuck in some way to step up their mental fitness and get their power back so that they can think, feel, move and live better. I also work with sportspeople (including Brazilian Jiu Jitsu practioners, boxers, weightlifters, golfers and footballers) who want to improve their performance in competitive sporting events, by honing their mindset, channelling their nerves and staying focussed on the day.

I combine 20 years' experience in leadership roles in the corporate world with a range of talking therapies designed to put clients back in control of how they think, feel and act. I run a mind and body practice which you can read more about here:

Is this you?

  • Do you feel as though you're a bystander in your own life and that someone else is in charge, but you're not sure who?
  • Do you feel stuck in a job or relationship that isn't right for you and are confused about where to go next?
  • Would you like to break free of fears, phobias, or habits that you know aren't good for you and are holding you back?
  • Do you want to bring more focus and direction to your career?
  • Do you want to hone your mindset in competitive sports events?

If that's you, I'd love to help you get back in the driving seat and give you the tools and techniques you need to map out the next stage of your journey. I'm passionate about supporting people who want to live a full, happy, successful life, but have lost their way, been derailed by events or feel stuck in a rut.

I focus on boosting mental fitness, working with your conscious mind, subconscious mind and body

I focus on enabling your mind and body to work as one united team. I'm passionate about both mental and physical health and truly believe that if you want to be happy, healthy and successful, there are three parts of you that all need to be working together and in the same direction, as one unified team:

- your conscious mind,
- your subconscious mind
- your body.

Sometimes these parts are either working against one another, or one or more of them is ‘blocked', which makes it really hard for you to be as happy, healthy and successful as you want to be, no matter how hard you try. If we just focus on one of these areas, it rarely gives us the results we were hoping for because we're only addressing part of the big picture that is your mind and body.

My approach is to bring together different therapy techniques to work with you on all three of these levels. I will tailor my approach to your individual circumstances, needs and priorities so that we can address the gap between what your rational mind knows and understands is the right thing versus what your subconscious mind is making you believe, think, feel and do. I will work with your conscious mind, subconscious mind and body to release emotional, mental and physical blockages, before guiding you to reset your direction, define clear goals and create a roadmap for your personal life, business or career.

Designed around your individual needs and preferences, I use a dynamic combination of practical life coaching models, Neuro Linguistic Programming (NLP), Clinical Hypnotherapy and breathing techniques to enable you to de-stress, reset your mindset and take control of your thoughts, emotions and behaviour.

Areas I can help with

Through a combination of different techniques, I help clients address a range of mind and body issues. For example:

  • life coaching to help you reconnect with your purpose in life, identify your goals, set clear objectives and develop an action plan to achieve these
  • career coaching to create a shift in your career, whether it's improving your relationships with stakeholders at work, building your profile, getting your next job, or changing career path
  • NLP and clinical hypnotherapy to help you:
    • break through obstacles that are holding you back, such as anxiety, low self-esteem, limiting beliefs
    • deal with uncertainty and lack of motivation
    • Calm your nerves during a big presentation or sporting event
    • build personal resilience
    • overcome fears and phobias (such as performance nerves or fear of flying) and kick bad habits
    • better manage the triggers, symptoms and effects of stress
    • build your self-esteem and the confidence you need to make big decisions and lasting changes in your career or personal life

Training, qualifications & experience

I have 20 years' experience working in retail and financial services industries, where I held senior leadership roles in marketing, strategy, insight, operations and finance, working with people at all levels, including senior managers, executives and Board members. This experience gave me a real insight into the challenges and successful strategies involved in transformational change, both at a corporate, cultural and individual human level.

I have the following qualifications

  • First class MA degree in Modern Languages (Oxford University)
  • Mastery Integrated Diploma in clinical hypnotherapy, NLP and life coaching
  • Master Life Coach Diploma
  • Advanced Cognitive Behavioural Therapy (CBT) Diploma
  • Certified CAM Practitioner - Transformational Coaching Specialist
  • Master Clinical Hypnotherapist
  • Master NLP Practitioner
  • Mental Health First Aider (MHFA England)
  • EFT Practitioner
  • Level 5 BTEC Professional Diploma in Sports Massage and Soft Tissue Therapy (LSSM)
  • CIBTAC endorsed Balinese massage certificate (Jamu Spa School in Nusa Dua, Bali)
  • Financial Advice Certificate (Institute of Financial Services, now part of the London Institute of Banking and Finance)

I'm an accredited member of the Federation of Holsitic Therapists (the FHT) and the ACCPH, which means I'm qualified and vetted to do what I do and that I maintain high standards of Continuous Professional Development.  You can view my ACCPH profile here:

Other areas of coaching I deal with

I also help clients to deal with fears, phobias, bad habits, emotional eating and giving up smoking.

Photos & videos


Free initial telephone session

Additional information

I offer a free, no obligation initial telephone consultation lasting up to 20 minutes. This enables me to understand whether and how I can help you, and also gives you the opportunity to ask any questions you may have.

I generally then recommend we start with a 75 minute Discovery session costing £95, which helps me to understand your situation and mindset and enables me to develop a program tailored to your individual needs and goals.  After the Discovery session I charge £85 per hour for one hour life coaching, hypnotherapy, NLP and career coaching sessions, with a discounted hourly rate when 4 or more sessions are booked up front as part of one of my programs.

Most clients benefit from having 6 to 10 sessions, or an intensive half day breakthrough session, to really get to grips with the issues they're facing. I tailor my approach to your personal needs and circumstances, or you can choose from a range of packages which you can read about on my website:

As I am an accredited member of the Federation of Holistic Therapists, if you have a health cash plan with a provider such as Westfield Health, Medicash, Healthshield, UK Healthcare and WHA Direct, they may cover the cost of sports massage or hypnotherapy treatments provided by me (depending on the terms and conditions of your particular policy).

My most popular packages are:

Anxiety and Phobia Breakthrough session

Intensive half day face to face session combining coaching, NLP techniques and hypnotherapy - £295

This is for you if you want to tackle a specific problem and drive a rapid shift in your mindset, such as:

  • reducing anxiety and gaining more control over how you feel about a particular issue
  • dealing with uncertainty and confusion
  • managing and reducing stress
  • overcoming a fear or phobia (eg fear of flying, performance nerves or fear of presenting)

Competitive Sport mindset session

A 90 minutes coaching and hypnotherapy session designed to hone your mindset, calm your nerves and stay focussed during a match, fight or other sports event


Reset your Career program:

4 x 1 hour coaching sessions (including NLP techniques and hypnotherapy where appropriate).

This is for you if you want to:

  • re-evaluate your career path or business strategy
  • achieve your full potential in your career or business, re-inventing yourself or your business where needed
  • build your personal brand, confidence and impact at work
  • create a career plan mapping our your next two or three moves, either as an employee or a business owner
  • get your next job – to include support with CV writing, interview practice and networking strategies where needed
  • transition successfully from management to leadership
  • improve your profile and stakeholder management at work
  • move to a different career path, or move from employment to starting up your own business

Resilience and Confidence Builder – your tailored mental fitness program

6 x 1 hour coaching sessions combining coaching, NLP techniques and hypnotherapy.

This is for you if you want to take control of your mental fitness and build the resilience you need to bounce back from adversity:

  • break through obstacles that are holding you back, such as anxiety, low self-esteem, limiting beliefs, fears and bad habits
  • build the resilience you need to deal with setbacks positively and move on from them
  • better manage the triggers, symptoms and effects of stress
  • build the confidence and courage you need to make big decisions and lasting changes in your career or personal life
  • better manage and prioritise your physical and mental wellbeing
  • discover your purpose in life and set big life goals for yourself, underpinned by a clear plan of action

Healthy Habits program

6 x 1 hour sessions, including coaching, NLP and hypnotherapy.

This is for you if you want to overcome unhealthy habits that are holding you back in life, and establish a system of healthy habits that will serve you well and move you towards your goals. This program will enable you to:

This is for you if you want to overcome unhealthy habits that are holding you back in life, and establish a system of healthy habits that will serve you well and move you towards your goals. This program will enable you to:

  • understand the science behind how and why we form habits, and the most effective ways of changing them
  • break embedded habits that are sabotaging you and holding you back from achieving your potential
  • establish and embed new habits that will improve your mental and physical health
  • change your daily routine and redesign your environment to make sure you stick to your new habits
  • set motivating, achievable goals, and create a plan to achieve these
    develop a growth mindset, empowering you to deal with setbacks in an effective and positive way


Sessions take place over Zoom or in treatment rooms in Parkstone in Poole, Dorset.

Appointment hours

I understand that many of my clients work during the day or have childcare commitments that make it difficult for them to make appointments during ‘normal’ opening hours. So I aim to be as flexible as possible and work around your schedule, with weekend and evening appointments available on request.

When I work

Face to face, online (Zoom) and telephone appointments  from 8am to 9pm on weekdays and weekends. Face to face appointments (when permitted) with COVID-19 health and safety measures.

Further information

What my clients have to say

"I saw Cheryl with reference to my performance as an athlete for competing in Brazilian Jiu Jitsu. Her help and hypnotherapy treatment was pivotal in my success in acquiring 5 gold medals and silver medal over two competitions. I had previously competed at many other tournaments but without anywhere near as much success, with my nerves getting the better of me. The emotional control over myself within a competition environment is what truly mattered to me and it was with Cheryl's help that I was able to harness my full potential and compete the way that I wanted to and on my terms, using the adrenaline and pressure as a catalyst to high performance rather than as a distraction. Cheryl's work has helped me over 2 competitions and is truly game changing. Would highly recommend to anyone looking for help achieving their own goals and overcoming mental barriers".

Lewis P, Competitive Brazilian Jiu Jitsu practitioner (hypnotherapy client)

"Cheryl is an excellent coach, she gives sound, well thought through, constructive support and challenge. She does so in an intelligent and structured manner. She has a real ability to see the bigger picture and help you break things down into logical and manageable steps. She has given me pragmatic guidance over the years that has always had my best interests at heart and has really taken into account my personal and professional situation. She’s also really motivating, inspiring people she works with to be the very best they can be, including pushing yourself out of your comfort zone when necessary."

Sarah James – Head of Insight, LV=, Bournemouth

"Cheryl believed in me so much and encouraged me. That gave me confidence and courage to try even things that I have not done before. I feel energized and smart just because she thought highly of me. Cheryl is qualified and smart. And seeing the faith she had in me, made me so motivated".

Grace Banda, Executive Director – Barefeet Theatre, Zambia

“Cheryl is an extremely supportive and constructive coach. She has helped me to identify and maximise areas of strength and supported me in finding solutions for any problems/concerns I have encountered. She has encouraged me to move outside of my comfort zone, to take on new challenges and continue to develop my skills. Her guidance has led me to some fantastic opportunities”

Kate Morris – Insight and Analysis Manger, LV=

Poole, Dorset, BH14

Type of session

In person

Types of client

Older adults

Key details

DBS check

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Online and telephone coaching sessions are available via Zoom, FaceTime and WhatsApp video call. For face-to-face sessions, off road parking is available right next to the treatment room.

Online platforms



Cheryl Binnis
Cheryl Binnis