The Coaching Academy BlogThe Coaching Academy Blog

Coach In The Spotlight - Sue Atkins

What brought you to coaching?

I became very interested in self development and read a great book by Fiona Harrold called “Be Your Own Life Coach” and I wanted to apply this way of working to parenting so I went off to re train as a Parent Coach from being a Deputy Head Teacher!

What were your original thoughts for applying the coaching?

I love learning and I was ready for a new challenge so I read the brochure from The Coaching Academy and came along to a one day event – and I was hooked !

What did you find most interesting to learn?

The art of asking great questions and allowing people the space and time to ponder them. I just love asking questions to help parents find their own answers.

What was the most rewarding part of the training/journey?

Learning new skills that transform other peoples lives quickly and easily

Which bits did you enjoy the most?

I just LOVED the NLP training and I went on to train with Paul Mckenna and Dr Richard Bandler to become a Master Practitioner and Trainer.

How did the qualification slot in with your current life?

Seamlessly !

What else did you have to consider whilst qualifying?

Being structured and disciplined to keep up with the units

Where are you now? How are you using your coaching skills?

I am an internationally recognised Parenting Expert, Broadcaster, Speaker and Author of the Amazon best selling books “Parenting Made Easy – How To Raise Happy Children” published by Random House & “Raising Happy Children for Dummies” one in the famous black and yellow series as well as author of the highly acclaimed Parenting Made Easy CDs.

I have just launched the 1st in my series of Parenting Made Easy apps for iPhones and iPads. I offer practical guidance for bringing up happy, confident, well behaved children from toddler to teen.

I regularly appear on the award winning flagship ITV show “This Morning”, BBC Breakfast and The Jeremy Vine Show on BBC Radio 2 and is the parenting expert for many BBC Radio Stations around the UK. I have a regular monthly parenting phone- in on BBC Radio Surrey & Sussex and my parenting articles are published all over the world.

What is your coaching niche and why did you choose it?

I am passionate about parenting and making a difference in the lives of families from toddler to teen.

What is the best thing that could happen to your coaching business in the next 2 years?

I get my own TV series called Parenting Made Easy with Sue Atkins

What is your favourite coaching question?

If I could be your Fairy Godmother and wave a magic wand for you – what would you most like me to change ?

What do you enjoy most about being a coach?

The difference I can make simply by asking meaningful and empowering questions
What are your top tips for:

People who are looking at coaching?

Be very clear about your niche and WHY you want to coach in that area.

Those coaches currently in training?

Believe in yourself and don’t let doubts get in your own way

Coaches that are about to qualify?

Now go and celebrate! It’s important to pat yourself on the back when you achieve small and large goals as it keeps you motivated

People that are in a similar situation to yourself?

Be grateful for the journey and the difference you make to people that have never even met you but read your articles and books.

Mastering The Art Of Self-Discipline – Bev James

“Mastering others is strength. Mastering yourself is true power.” Lao Tzu

How many times on average does someone attempt a goal before giving up? Would you guess one, two or three? The real answer is less than one. Many people give up before they even try.

Self-discipline is the trait that makes the difference. It goes hand-in-hand with determination and resilience. If you know you can rely on yourself to be disciplined in your approach, you know that there is a possibility of success. Without it, it is easy to feel defeated before you even start or to become easily distracted from your goal.

I work daily with experts who are at the pinnacle of their chosen profession in business, sport and every area of enterprise. When I am asked what is the one thing that sets those who succeed apart from those who fall short of their true potential? Or what do successful achievers do that others don’t?, the answer is always rooted in their self-discipline.

Successful people are willing to do the things that they don’t necessarily want to do in order to get the results they want. They tend to put the needs of the goal ahead of instant gratification. It’s all about desire, not denial.

They put in extra hours and effort to achieve the outcome they want because they always have an eye on the long-term goal. Rather than stopping to question whether they want to do something, self-disciplined people are more likely to get on with it!

A self-disciplined approach delivers improved performance and successful results – and keeps people on track. They know that, without self-discipline, nothing will ever happen and nothing will ever change. They will fall behind and lose control.

You can plan, dream, create and think positively all you want and still not make your business a success if you don’t take action in a self-disciplined way. Self-discipline feeds self-esteem and puts winners in the driving seat. I believe it is the core trait that sets successful people in every field of endeavour.

Mastering the art of self-discipline is like investing successfully in time. Those who plan ahead and who complete tasks within the time allocated develop the confidence to know they can achieve their larger goals.


Mastering The art Of Self-Discipline


  • Self-discipline creates self-reliance, which feeds self-confidence. If you know you can rely on yourself to deliver results, you are more likely to aim high in your ambitions.

Read the rest of this entry »

Why You Need A Coaching Niche

The temptation when setting up in business is to try to appeal to as wide an audience as possible. Experienced coaches and marketing specialists warn however this is not the path to success but a fast route to frustration and ultimate failure.

Defining your niche and speciality is crucial to your financial success as a coach. A niche or target market, is one well defined group like small business owners, stay at home mums, parents, female executives or retirees.

You can see that by trying to attract all these different groups your marketing would be scattered and ineffective, whereas if you market consistently and persistently to only one group, offering services and resources that interest them, you’ll attract clients more easily. You have to choose a target market that you can relate to and have some knowledge about.

Contrary to popular opinion, narrowing your focus will result in more not less clients. A good niche will give you between three and 10 times more clients than general or unfocused marketing. It will also provide you with a long term, sustainable advantage in your marketing that will position you apart from all the competition and attract an endless stream of prospects.

The key to finding a great niche is identifying where your passions and strengths allow you to package coaching as a tangible solution to your target market’s biggest unmet needs.

One of the biggest mistakes is trying to find your niche too early on in your coaching career. Unless you know exactly who you will target you are encouraged to explore as many possibilities as possible.

Students come to the coaching academy with one main question in the forefront of their mind; ‘how will I find my niche’. The answer is simple… your niche will find you. Throughout all of your sessions you will attract a certain kind of persona, and would prefer coaching them to anyone else. This is your niche.

Once your niche has found you it would be time to focus on ways to target that market effectively. You must reject the ‘all things to all people’ model and adopt a narrow scope for prospecting. Do not fall in to the trap of the “trawl net” method of marketing: they drag their net over a huge area and hope they catch someone – anyone.

Sadly, casting a huge net costs a lot of money and the catch is normally bottom-feeders not trophy fish.

This is where becoming a specialist comes in. when you focus on being the best at one thing you gain credibility. For example; would you trust your GP to do brain surgery or would you prefer to be in the hands of a brain specialist?

If you truly want to become attractive, and have credibility you need to stand for something. If you’re a generic life coach then know this: people want to be able to turn to someone for a specific area of life – this could be relationships, health, or wealth etcetera.

Read the rest of this entry »

Youth Coaching In Action

Youth coaching can make a fantastic and lasting difference to the lives of young people. Here, one of our Youth Coaches shares their experience of working with young clients to bring about self-change, growth and confidence.

The commitment from young people is huge, particularly for many who find attending school a challenge. Each time I’m in contact with the young people I coach, or when I attend the regular youth clubs and sessions, I leave knowing that I have made a difference. Whilst the focus is never on the events that brought them to coaching it is sometimes difficult for the young people I deal with to hold back on their need to tell stories (typically 15 to 18 year olds). Knowing the kind of challenges that they have faced makes their journey even more inspiring which is exactly why I went in to Youth Coaching.

The reasons why I feel youth coaching is so powerful are:

Listening to be heard

The impact of being heard can be profound. For the young people, their experience is more likely to be one likely being talked at rather than being listened to.

As a youth impact coach, my role is to actively listen; to engage verbally with the young people in order that they can create a new ‘conversation’; one that serves to help them move forward to achieve their goals.

My experience proves that by having someone truly listen they are able to develop more constructive relationships with others and themselves.

Experience the power of ‘belonging’

I set out to create a ‘community’ within youth projects that the participants can identify with and feel they belong to. Through the creation of the safe environment, they can explore the concepts of choice, possibility, responsibility and commitment.

Read the rest of this entry »

16 Oct, 2012

Time To Succeed – Bev James

Posted by: The Coaching Academy In: Bev James|Coaching Articles|Success Stories|Tips

Time To Succeed

Everyone has the same 24 hours in a day, so why is it that successful people are able to achieve so much, when many others are left struggling to complete a few tasks.

As children most of us would have learnt to tell the time by the age of nine but we may spend a lifetime trying to master it. Ultimately, the story of your life would depend on how you use the time you have been given.

Your success in life depends on how you manage your own and other peoples’ time. It is our most precious resource.

Time management is of course self-management. It is a combination of planning, realism and self-awareness. But to control time we first need to understand our relationship with it.

It may seem harmless to say time and time again (pardon the pun) ‘I don’t have time’, ‘I can’t make time’, ‘Time just runs away’, or ‘Time is not on my side’ but these phrases betray a belief that time is in control of you, rather the other way around. Instead, try saying ‘I can always make time’.

Think about time as if you can manufacture it at will and you will always have enough.

Feel-good stories often start with ‘Once upon a time…’ the future is always rich with possibility and your time can be filled with anything you choose. Here are seven questions to focus your time management:

1. What decision would make the biggest difference in your life right now?

Whatever you do for a living you probably wish that there were more hours in the day. Investing money or resources in outsourcing can be an excellent way to free yourself up to focus on the elements of your life that need more of your attention, skills and vision.

2. If you stay on your current path, where will you end up?

Is your life heading in the direction you want it to? What is going well? What can be improved? How can you spend your time most effectively? Take 10 minutes to plan your day first thing in the morning and make sure you are not busy being busy.

3. What are you tolerating or putting up with?

Read the rest of this entry »

Blog Calendar

June 2019
« Oct    

  • Emma-Louise Elsey: CONGRATULATIONS to The Coaching Academy! I'm a bit late to the party here, but that's wonderful news. Well done for all your hard work and dedication
  • donna: That's me in that pic!!!!
  • Harry Singha: Great shout Thanks

About The Coaching Academy

The Coaching Academy is at the forefront of coach training worldwide. As the largest UK school for coaches, The Coaching Academy has developed a reputation for quality training and has trained over 30,000 people in coaching skills over the last ten years.

The team of trainers you will work with are hand-picked from the cream of the UK’s finest coaches and trainers... [read more...]

  FREE Coaching Report


  Please tick if you have attended or applied for our FREE Coaching Course:
FREE Coaching Report
Log in