Mental Performance Coaching 

Successful on the outside 
& confident on the inside.  

Gain the clarity, confidence and mental fitness to move forward, perform at your best and create more of the life you want. 

THE LIFE AUDIT

Find out where you are, where you want to be, and what needs your attention.  

The Life Audit is a free, short, reflective tool designed to help you pause, step back, and see where your life is working and where it isn't.  It offers a clear snapshot across 7 key areas, helping you notice patterns that can be easy to miss when life becomes busy, pressured, or habitual. 

Rather than offering advice or answers, the Life Audit creates space for awareness.  By making patterns visable, it gives you the opportunity to decide, calmly and intentionally, what, if anything , deserves your attention next. 


THE ACCOUNTABILITY CLUB

Turn good intentions into consistent action

The AC is a structured space for people who are tired of repeatedly telling themselves they'll change "soon".  There are no techniques to master and no inspirational speeches. 

Instead, it offers something simpler and rarer.  A 90 minute fortnightly, online group offering a place to slow down, think clearly, make deliberate commitments, and be held to them without judgement. 


High Performers don't always need more strategies.  They need clarity, calm, and a trusted partner who gets it. 

I work with people who know there is more possible for them, in their work, relationships, performance or life.  Together, we create clarity around where you want to go, challenge the thinking that may be limiting you, and turn possibility into meaningful action. 

The results?  Greater clarity.  Stronger confidence.  Better decisions.  And meaningful progress towards the life and performance you want.   

Because Life's performance is mental.

Is this you?

  • You're doing well on the outside, but something still doesn't feel quite right 
  • You overthink decisions, doubt yourself, or sometimes hold yourself back
  • You know you're capable of more, but you're not completely clear what "more" looks like 
  • You want to perform at your best without sacrificing the things that matter 
  • You're ready for greater clarity, confidence and direction
  • You don't need someone telling you what to do, you want someone who will listen, challenge your thinking and help you move forward  
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This isn't your typical coaching 

Coaching isn't about me telling you what to do. 
 It's about creating the space to think differently, see what you might not be seeing, and discover what becomes possible when you challenge the assumptions, beliefs and patterns shaping your choices.  

I bring together over 20 years of experience working with people, along side coaching, behavioural science and evidence-informed approaches to help you understand yourself, think more clearly and move forward. 


My approach:
Curious: We explore before we assume.
Human: You're a person, not a problem to be fixed.  
Challenging: I'll question your thinking, not tell you what to think.  
Forward-focused: Insight matters, but what you do next matters more.
Practical: Coaching should make a difference beyond the conversation.

You already have potential.  Coaching is about discovering what becomes possible when you stop putting limits around it. 

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The 7 Foundations of Life Performance

  Clarity - Know what matters, what you want and where you're going. 

  Accountability - Hold yourself to a high standard and follow through.

  Responsibility - Recognise what you can influence and own the choices you make.

  Discipline - Do what matters consistently, not only when motivation is there. 

  Adaptability  - Adjust, learn and respond when life doesn't go to plan.

  Growth - Stay Curious, keep learning and remain open to what's possible. 

  Action - Turn thinking into doing and keep moving forward.   

Life performance isn't about being perfect in all seven.  It's about recognising where you are, understanding what needs your attention, and taking the next step forward.  
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I felt 100% accepted, which allowed me to open up about my challenge.  James was gentle but firm, listened deeply and asked important questions that helped me think differently.  

bhavna (one to one coaching)

I came away calmer and more confident in my ability to choose a direction.  The questions James asked helped me understand what really motivates me...and now I feel more able to question my own thinking constructively.  

Fred (one to one coaching)
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I'm James.  

I'm a Mental Performance Coach, but my work with people started long before I become a coach. 

For more than 20 years, I've worked alongside people during some of the most difficult and uncertain moments in their lives.  I've seen what pressure can do to our thinking, our confidence, our relationships and the choices we make.  

I've experienced some of that myself too.  Loss, failure, self-doubt and periods where life didn't go the way I'd imagined and hoped. 

But I've also learned something that now sits at the heart of everything I do. 

Who we've been doesn't have to determine who we become. 

I don't believe people need fixing.  I believe we're constantly making sense of ourselves and the world around us, and sometimes the stories, assumptions and beliefs we've built along the way begin to limit what's possible. 

Coaching creates an opportunity to see things differently. 

And when we see differently, different choices become possible.   

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The Story That's Running Your Life

We all carry stories about who we are, what we're capable of, and what's possible for us. 

Some of those stories help us move forward.  Others quietly become limits we never realise we're living within. 

In my TEDx talk, I share a deeply personal story about how one moment shaped the way I saw myself for years, and what happened when I finally began to question the meaning I'd given it. 

Because when the story changes, what becomes possible can change too. 

Ways to work with me

Free Resources

A range of resources to create a sweeter life

The Confidence Architect Scorecard

AVELO

Stop Overthinking. Get Clear. Start Living. Currently being built

One to One

One to one coaching, either face to face or online, depending where you are in the world

Business Networking

A new, local business networking community serving Barry, Vale of Glamorgan and beyond

Frequently asked questions

What is mental performance coaching?

We talk about physical performance, but mental performance is just a way of describing whether our mind is working for us or against us.  Mental performance coaching helps build mental fitness, clarity, and confidence needed to perform at our best without burning out. Unlike therapy, coaching is action-focused and future-oriented.

How is your coaching different from other coaches?

I can't speak on behalf of other coaches, there are amazing coaches out there.  I combine 20+ years of social care experience with neuroscience-backed tools like HeartMath and mBIT. My approach is direct, kind, and results driven, focused on sustainable performance, and not quick fixes.

Where do you offer coaching?

I'm based in Barry, South Wales.  I work with individuals face to face and online.  I can travel to meet face to face, but this comes at a cost.  Some people prefer that option, others are happy with meeting online.  

Who is coaching right for?

Coaching is ideal for those who feel stuck, stressed or uncertain despite external success.  Coaching will only be for you if you are wanting your life to change and are prepared to do the work. If you're serious about change and willing to do the work, we should talk. 

How long does coaching take to see results?

Most clients experience noticeable shifts in clarity and confidence within the first 3-4 sessions.  It all depends on the challenge you face and on when you see yourself differently.  If you see yourself differently, you see the world differently. A shift in daily habits will also create different life results. The Breakthrough programme runs for 3 months with at least 7 sessions for sustainable transformation. 
The moment you change your perception is the moment you re-write the chemistry of your body
BRUCE LIPTON
The secret to change is to focus all your energy not on fighting the old, but on building the new
Socrates
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