A little about me…
About Joa
I know what it is like to be pulled into action at the cost of myself.
I’ve experienced burnout first-hand, and had to learn, and relearn, how to find a different rhythm. It’s still something I pay attention to.
I also know what it is to lose my footing in deeper ways.
Losing both of my parents gave me a very felt sense of the preciousness of this life. From them I inherited a belief in community, in being a contributor to the world around me rather than simply a consumer, and in the way small acts can ripple out much further than we ever get to see.
That thread has run through much of my life.
I set up a non-profit supporting disabled and disadvantaged people to overcome barriers to work. I created alternative education provision. I’ve served on my parish council, planted trees, backed local projects and, in a slightly mischievous chapter, became an undercover “bus stop Banksy”, secretly transforming a tired village shelter into a cosy living room for strangers to enjoy.
After years of thinking about big global issues, I realised I also needed to put my energy into what was right in front of me.
Small, tangible things matter too.
Stroud, with its creative, community-minded energy and five beautiful valleys, is now home.
What led me here
Through the non-profit I founded, I began to notice something that has stayed with me ever since.
Opportunity alone isn’t enough. If someone can’t imagine something as possible for themselves, the opportunity may as well not be there.
I became fascinated by what shapes that sense of possibility. The stories we carry, the beliefs we inherit, the patterns we repeat, and the systems we are part of.
Coaching gave me a way to work with those things more deeply.
For more than 16 years I’ve worked with people across very different worlds, from founders and senior leaders to charities, startups, MPs and global organisations including Shell and the House of Commons.
Different worlds, same human stuff underneath.
Creating meaningful change is an inside job.
The stories we carry shape how we see ourselves, what we believe is possible, and the choices we make.
When we begin to see those stories more clearly, question what still fits, and reconnect with more of ourselves, we create more choice.
And what changes within us changes what we bring to our relationships, our work, our communities and the world around us.
From the inside out
I come back again and again to the relationship between who we are, how we act and what we create.
Be: Who are you being?
We begin with awareness. What matters to you? What are you feeling? What stories, beliefs or different parts of you are shaping what is happening?
Do: How are you showing up?
We explore how those inner patterns play out in your choices, relationships and the wider systems you are part of.
Have: What becomes possible from there?
As things shift on the inside, different conversations, decisions and ways forward become available on the outside.
It isn’t a neat three-step process. We move between all three, paying attention to what is happening and what the moment is asking of you.
Working with the whole of you
I do not believe in one-size-fits-all coaching. Real change asks us to work with the whole person — mind, heart, body, and the wider systems we are part of. That is why my approach blends different modalities and frameworks, always chosen to meet you where you are.
Internal Family Systems (IFS):
to work with the inner parts of you that pull in different directions
Embodied coaching practices:
to bring awareness from the head into the body, so change is felt, not just thought about
Systemic constellations and mapping:
to surface the hidden dynamics in your team, organisation, or wider context
Conscious Business Principles:
to align being, doing, and having with purpose and values
Inner Development Goals (IDGs):
to give a tangible map of the skills that build inner capacity for outer change
All of these serve one purpose: to help you walk the Twin Trail. One foot on the inner path, one on the outer path, so your leadership becomes more grounded, courageous, and sustainable.
When I am not coaching
You will probably find me:
- Dipping in the River Frome, whatever the weather.
- Navigating life with my teenage daughters, they teach me plenty
- Sitting around a fire or in a sauna with friends
- Walking long distances with intent: from London to Glasgow for the COP26 climate talks, or home from my mum’s funeral, over the course of a week, with a tent on my back. Pilgrimage has become one of the ways I process life’s big moments
- Curled up with a book or listening to yet another podcast, especially anything exploring what it means to be human
- Writing about walking, nature, and the shifts that happen when we slow down enough to listen
Credentials
- Over 16 years of coaching experience
- Certified Professional Coactive Coach (CPCC), Coactive Training Institute (CTI)
- International Coaching Federation (ICF) Professional Certified Coach (PCC)
- Certified Conscious Business Coach and Facilitator (Axialent)
- Internal Family Systems (IFS)-informed Practitioner, Coaches Rising
- Embodied Systemic Coach and Facilitator
- Systemic Constellations Practitioner
- Team Coaching (ICF accredited)
- Certified ADHD Practitioner and Coach
What people say…
"What makes Joa exceptional is her integrity, non-judgmental nature, and genuine curiosity. I felt safe to open up, explore my thoughts and emotions, and arrive at pragmatic outcomes without feeling forced. Joa listens deeply, asks the right questions, and creates a supportive yet challenging space for growth. Her coaching has been truly transformative."
Sandra Yii
“Joa is an adaptive, imaginative and intuitive coach. I felt very early on that Joa was responding to me as an individual, rather than trying to shoehorn me into a coaching model. She has a depth of wisdom, experience and self awareness. She is calm and non judgemental, brave and non-directive, whilst being willing to challenge.”
Charlotte Rooney
"Our senior leadership gained significant value from working with Joa and Carla during a time of transition. They helped us connect more deeply and have a clearer sense of our priorities as a team moving forward. They were expert facilitators, introducing a range of activities that helped us look afresh at old problems. I'd highly recommend working with them if you are a leadership team looking to carve out space for reflection and purposeful connection."
Anna Trethewey
“Coaching with Joa I was able to feel free, safe and explore my thoughts and emotions – and yet get to a pragmatic outcome.”
Phillipa Wilding
“I’ve struggled to get something out of coaching sessions I've had with other coaches, but Joa really helped me move through some of the current challenges I'm having and was able to be very flexible to my needs whilst keeping me on track and helping me to re-focus”