Mental Performance Coaching 
for those carrying pressure, 
doubt, or overwhelmed by some of life's challenges

Become successful on the outside 
& confident on the inside.  

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

I work with ambitious professionals who look successful on the outside but feel weighed down by doubt, stress, anxiousness and constant pressure.   Together, we sharpen your clarity, strengthen your mindset, and create the confidence you desire. 

The result?  You'll make bold decisions, handle challenges with ease, and perform sustainably, not just survive. 

Because Life's performance is mental.

The AC 

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. 


The Life Audit 

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 snapshop 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. 

You're in the right place if you:

  • Appear successful on the outside but feel stuck, stressed, or uncertain on the inside
  • Struggle with imposter syndrome, self-doubt, or over think your next move
  • Want to perform at your best without burning out or sacrificing  what matters
  • Need clarity on your direction and confidence to take bold action
  • Are tired of surface-level advice and want a trusted partner who challenges you intelligently
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This isn't your typical coaching 

Most coaches push motivation and productivity hacks.  I don't. 
I combine psychological principles, neuroscience, and 20+ years of social care experience to help you understand yourself at a deeper level.  We won't just set goals, we'll uncover what's really holding you back and build the mental fitness to sustain your success. 



My approach:
Grounded in science: HeartMath, mBIT, neuroscience-backed frameworks
Human-centred: Real experience with real challenges, not just theory
Results-driven: We focus on clarity, confidence, and measurable transformation
Direct but kind: I'll challenge you intelligently, not aggressively

Bottom line: If you want someone to tell you you're amazing, hire a cheerleader.  If you want someone to help you become the person you know you can be, let's talk.  

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The 7 Foundations of Life Performance

  Clarity - Know what you want and why it matters

  Accountability - Hold yourself to a high standard and follow through

  Responsibility - Own your choices and responses, no matter what

  Discipline - Understand your emotions, buiconsistency that turns intentions into results

  Adaptability  - Thrive in uncertainty by staying flexible and resilient

  Growth - Keep learning, stretching, and leveling up.

  Action - Move boldly forward, even when the outcomes are uncertain. 

These aren't concepts. They're the framework we'll use to build your sustainable life performance. 

Some questions for you...

Do you know what you want?
Are you handling the stress and pressure in your life effectively?
Are you moving towards your goals and dreams?

If your answer is no, coaching could help. But let me be clear, I’m not the coach for everyone, and neither do I want to be.  I work with people who are serious about change. 

If this interests you, contact me. 
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Acceptance of me as it is 100%.  This led to me open up and talk about my challenge in an open manner. Ability to be gentle and firm.  You listened with a gentle approach which led to an open listening and you also asked me important questions at regular intervals.

bhavna (one to one coaching)

Now after the coaching, I feel less jittery about having left my career path, more confident in my ability to choose a direction and best of all, calmer and more sensible about how to proceed with it. The first top insight was the question - why I had picked out a particular selection of jobs for my new direction. The second top insight was the question - what positively motivates me. The conversation after those questions had been answered was more developed, interesting and constructive. I am more comfortable questioning myself constructively on my own.


Fred (one to one coaching)
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I'm James.  A mental performance coach who's lived through tragedy, financial loss, heartbreak, and self-doubt.  I did suffer at times, but these experiences didn't break me. They taught me how to help others to get the best out of themselves. 

What I bring:

  • 20+ years in social care working with people in their toughest moments. 


  • Advanced training in coaching, neuroscience, HeartMath, mBIT and executive coaching. 


  • My own lived experience navigating pressure, uncertainty, and growth. 


  • A direct, kind approach that challenges you without crushing you. 


My philosophy:
I don't have all the answers. I ask powerful questions that help you discover your own path. I'm not here to motivate you with hype, I'm here to walk alongside you as a coach and trusted partner, helping you build the clarity, confidence, and mental fitness to achieve your version of success. 

When we work together, I'm not just your coach, I'm your ally in redefining what's possible. 

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 coachest 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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