+44 7531 228 089 sarah@sarah-j.com

About Sarah Jones

I have come to realise that life is a series of chapters – and the author is you. So what led me to become a coach?

What my childhood taught me

I was born at a time of tremendous economic and social unrest. My parents worked their fingers to the bone, made worse by my father’s illness, to provide for all of us. There was a lot of tension at home as my parents did everything they could to give me and my siblings the opportunities in life they never had.

This experience made me realise I had to grab life with both hands, to honour my parents’ sacrifices and struggles, and my successes and signs of progress were up to me – there is no free lunch.

Unless I stepped up, nobody would do it for me. I had to take responsibility for my life, my decisions, in order to achieve the life I envisioned for myself. At a young age, my mindset was growing into a flexible, can-do way of thinking which eventually led to me helping others to overcome their own challenges and negative thinking.

My parents instilled a strong work ethic in me and encouraged me to set high standards for me and others and to make the best of every opportunity. I decided to grab the steering wheel and become the pilot – not the passenger – in my own life.

My corporate career

I studied hard and got my degree – the first in my family – and began a corporate career in London. I worked my way up to Board level in corporate communications.

I had a clear plan and plenty of drive and moved from job to job. I was building my career path, but also enjoying life with my family, friends and my passion for travelling and scuba diving. I was working hard – but life was going to plan!

When I was on the board, there weren’t many women in the upper levels of management, and I realised how challenging it was to learn to adapt to an environment without guidance from people who had done it before.

I also worked with leading firms in UK, EMEA and global roles including AstraZeneca, Abbott Nutrition, DHL and Freud Communications. I worked in government affairs, media relations, crisis issues, advocacy management, internal engagement and employee communications, large-scale change programmes, and product launches – leading teams around the world on major global projects.

But it wasn’t enough…

In my late 20s, I started to ask if life was all about my career, and wondered about my overall direction. I started to realise that working hard wasn’t enough, or the only route to success. Other components were needed for happiness in other areas of my life.

I began to feel I was on a treadmill. I had hit a brick wall but had no idea why. What had happened to my usually sunny disposition?

During that time, I found out about coaching through a friend of mine, and even though I was not sure what it really meant decided to find a coach who could help me.

One woman stuck in my mind – I was blown away by the mindset shifts she helped me achieve. The breakthroughs were evident in all areas of my life. That was the start of my deeper self-discovery, a journey that continues to this day, exploring different options for my life and living on my own terms.

It was my first experience of the power that coaching has to transform lives and bring out the best in people. I became who I was born to be – not just one dimension of myself. My day-to-day happiness with me and my life was increasing!

Not long after, at the height of the global credit crunch, I decided to become a freelancer and set up my own business. I wanted to take control of my life and time – to travel, earn a good income and have the headspace for myself to think about my next career step. I was successful on paper – but something was still missing.

It was great for the next few years – I was able to work in good roles but also take time out to travel to some amazing places. That worked for a time.

The Photocopier Moment

But after a while, I realised something else needed to shift. The coaching had made me become very in tune with myself, and I realised I wasn’t being my authentic self.

One day, standing at the photocopier I thought: “I need to go further.” It was like a thunderbolt – there was no going back.

I remembered the coaching I had received in my twenties and reflected on what a wonderful and transformative experience it had been.

It completely shifted my thinking and outlook. It left me feeling in the flow, full of purpose, clear about my goals and itching to act on them. I had gained a confidence that I never experienced. Ever since then I had felt like a new and improved me.

That’s when I realised that that was what was missing. Being in the flow, living life on my terms, true to my goals and to who I am.

And it was obvious. My coach had said it, my friends had said it – now I realised coaching was what I want to do.

It had a lot in common with my previous roles – helping people, dealing with a crisis, being solution-focused, a good listener – so it made sense. This was the next natural step.

I’ve been coaching people since and I love it. I believe that having undergone several major transformations and changes in my life, it’s not just my certificates that prove I can help you.

I’ve been there, I can do it, and so can you!  Don’t stick with a J.O.B – but Jump.On.Board to find what you love to do and live life on your terms.

Working With Me


I am an experienced, qualified, accredited career, executive, leadership, life and team coach.

Here is an outline of my qualifications, which I am regularly adding to, to provide the best services I can to my clients:


  • Accredited Diploma in Colour Therapy. This is a non-invasive and holistic treatment that brings balance and health to your mind and body. The vibrations of the colour in a colour therapy. (School of Natural Health Sciences (accredited by ICHM, AADP, BHMA).
  • Also qualifying, and completing my practical portfolio for EFT (Emotional Freedom Technique). This is a counselling intervention to reduce pain, stress, anxiety and negative emotions. It draws on various theories of alternative medicine including acupuncture, neuro-linguistic programming, energy medicine and Thought Field Therapy (TFT). This technique, known as “tapping”, is very effective.
  • Neuro Linguistic Practitioner qualification from Somersault Consulting.
  • Accredited diplomas with Merit in Personal Performance Coaching, Corporate and Executive Coaching from the Coaching Academy.
  • Accredited Mental Health First Aid course, and studied stress and anxiety management (CPD accredited)
  • Foundations and Advanced coaching qualifications in Positive Psychology. (Positive psychology is the scientific study of what makes life most worth living” (Peterson, 2008).To push this brief description a bit further, positive psychology is a scientific approach to studying human thoughts, feelings, and behaviour, with a focus on strengths instead of weaknesses, building the good in life instead of repairing the bad, and taking the lives of average people up to “great” instead of focusing solely on moving those who are struggling up to “normal” (Peterson, 2008).
  • Certified, accredited Relationship Coach with Loveology University®/ACS.
  • Certified, accredited Spiritual Coach with the Transformation Academy, and currently completing Spiritual Practitioner studies with the Centres of Spiritual Living.
  • Certified Law of Attraction Advanced Practitioner from The Global Sciences Foundation – accredited by global experts Dr. Joe Vitale and Dr. Steve G. Jones,


I am officially recognised as an Accredited Provider of Continuing Professional Development (CPD) with the internally recognized CPD Standards Office (www.cpdstandards.com).

The Coaching Academy has several external, professional and academic endorsements and accreditations and is Europe’s largest coach training organisation.

The accreditations currently are:

  • SFEDI Awards Approved Centre
  • Association for Neuro Linguistic Programming (ANLP)
  • ICF – International Coach Federation
  • The Institute of Leadership and Management (ILM)
  • Approved supplier for Enhanced Learning Credits Administration Services (ELCAS)
  • CPD Standards Office

The Academy is also the first coach training provider to receive the prestigious Provider Training Excellence award from the Professional Development Consortium.

Sarah is located in Hemel Hempstead, Hertfordshire, but coaches throughout the UK and has international clients. 

Sarah is a proud corporate partner of The Hospice of St Francis.

Accredited by The Coaching Academy
Hertfordshire Chamber of Commerce
The CPD Standards Office
Accredited by DISC
The Hospice of St Francis

I recently started working with Sarah to help me focus on a new path and rebuild my confidence after a period of tough personal challenges.

Fifteen minutes into the first session, I knew I was in good hands. Sarah is reassuring, she comprehends the blocks and challenges quickly and began with some basic tools to help me start managing the first next steps. I am still a work in progress but I am starting already to formulate a clearer picture of what I want to achieve and how to get there.

Working with Sarah makes me feel confident that I am going to get to where I want to be.


Through working with Sarah I have been able to establish my main goal and break this down into smaller manageable mini-goals.

This has motivated me to achieve these smaller goals in order to move one step closer to success. Sarah has helped me identify and face the barriers I was unconsciously putting up that stopped me moving on with my goal.

She has a friendly and encouraging approach and is really supportive. She challenges me when I most need it and her questioning technique has made me see things from a different perspective.

I am always motivated to complete my actions after a coaching session with Sarah; I would recommend her to anyone who has a goal they want to achieve.


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