Much like me, the coaches I mentor are not ‘natural’ entrepreneurs.

When I discovered coaching, it felt like coming home.

But it has taken time for me to trust that my work can help my clients make the transformations they want. And even longer to believe that I have a successful and sustainable coaching practice.

Choosing to do this work is not for the faint-hearted. We come up against all our own ‘stuff’.

As coaches, we are in the business of relationships: our work is about creating safety and trust for our clients. And while we’re mastering the complex art of coaching, we are learning how to run a dynamic business. And most of us do it alone.

To do our best work, we need support too.

That’s why, alongside my own practice, I mentor coaches.

Being willing to reflect when sessions don’t go well, recognising when you are out of your depth, when you are judging or advising clients: this is where true coaching mastery lies.

And knowing where to start with building a business when everything feels like a priority, can feel overwhelming.

You might believe you are never going to make this work.

But you can stop collecting certifications and start being a coach. You can stop shying away from marketing and start inviting your ideal clients to coach with you. And you can stop worrying if you have anything original to say and start magnetic conversations with your people.

I wholeheartedly believe that you can profoundly impact your clients with integrity and a healthy income.

Let me help you.

The Thoughtful Coach's Insider

The weekly bulletin for coaching nerds, The Thoughtful Coach's Insider is a useful, interesting read that can be enjoyed over your Friday morning brew!

When I started working with Sas, I had one-ish client.

After three months of Mentoring Sessions and working through Magnetic Conversations I now have a full coaching client load, and my doula practice is booked up for the next seven months. My mailing list has almost doubled, and I’m turning out content like a ladypreneurial badass!

I have a very tangible goal with my business. By the time my daughter starts school in September 2017, I want to have quit my day job and be working for myself full time. As the latch-key child of workaholic parents raised on after-school Oprah and homemade Nutella smoothies, I want to be waiting with (metaphorical or actual) warm chocolate chip cookies when my wee one arrives home from school.

This is about so much more than doing work I love…it’s about being the kind of Mom I want to be, and the kind of person I want to be. Thanks Sas for getting me that much closer to #cookiesinseptember

Jessie Harold

Life Coach & Doula, Nalumana Women's Wellness

Magnetic Conversations:


As coaches, our core skill is having conversations. I can show you how to expand your innate conversational ability to create a coaching practice that is authentic to you, that connects with your ideal clients, and that constantly generates new bookings.

Magnetic Conversations is an in-depth and comprehensive resource for any coach who feels overwhelmed by the process of wrapping a business around their heart’s work in the world.

With scripts, templates, worksheets, video’s, meditations, step-by-step processes, audio and written guidance, it’s everything you need to create the coaching practice of your dreams.


I started working with Sas in an effort to kickstart my coaching business and in the few months that we’ve been working together, I’ve done so much more than that.  Sas has helped me to dig deep and really think about the type of work that I want to do, and most importantly, how to just start. 

Aside from her practical business insights, our most impactful work has been working through the self-doubt and fears that accompany creating something new. I’ve started to take action on the coaching ideas that were circling in my mind for a long time. Sas’s coaching is warm, thoughtful and challenging – shot through with her Kiwi sense of humour – a magic combination!

Joanna Bourke

The Mentoring Sessions


When you’re running a tiny coaching empire from your spare room, it’s easy to forget that you need support too.

I know you already have a deep sense of awareness of yourself. You already have a bucketload of tools and resources.  But there are times, like everyone else, when your ‘stuff’ gets in the way.

Mentoring sessions are about dropping deeply into how you show up to your work, your business and your life.  Because when you expand your own capacity for awareness and change, the deeper you can go with your own clients.

Monthly sessions: just me and you. We’ll help you grow your coaching practice organically, from the inside out.


Since I have worked with Sas I have gained more clarity and courage to move myself and my business forward than I could ever have anticipated. 

It’s been a really genuine, value-for-money, liberating shift in building how I want to work, rather than a feel-good activity with a short period of euphoria, before you realise that you are still stuck.

There are many things I love about Sas, her wonderful spirit, genuine and heartfelt curiosity and love for people, her passion, vulnerability and utter willingness to share all she knows. Sas is the real deal.

You are learning from someone who has done this stuff genuinely, made the leap and built an actual business on her terms, with great success. Sas is an expert mentor for any coach who is wanting to build a values-driven, successful practice.

Tamsyn Hawkins

The Fire Monkeys Mentoring Group

Based on the findings of my master’s research into the coach’s experience of self-doubt, The Fire Monkeys Mentoring Group provides all the support you need to cultivate resilience, grit and tenacity.

The skills and knowledge required to be both a coach and business owner, are dynamic, complex and take time to master. And self-doubt is highly exacerbated by working alone.

During our six-month programme, you’ll be supported through one-to-one mentoring, group work and self-reflection. The content is rich, effective and designed to be implemented during our time together. You’ll be able to make meaningful progress in your coaching work.

No hiding. No procrastination. No overwhelm.


I first discovered Sas when a friend shared a post that she had written about building a coaching practice. It was a brilliant blend of insight, intelligence and laugh-out-loud observations.

I immediately joined the Fire Monkeys Group, which was – without a doubt – the best investment I have ever made in my business in the twelve years since I first trained as a coach. 

Every single interaction with Sas – in her blog posts, in the training materials she creates, in group calls, on the group forum or in the 1:1 coaching calls – has reinforced that very first impression.  She is extraordinarily insightful, brilliantly smart and so, so, so very funny.  I’m midway through Magnetic Conversations, and it is Sas at her very best. 

Working with Sas has allowed me to get out of my way and to get absolutely clear on the coaching work I want to do so that I can build a coaching practice that resonates with my perfect clients. 

Whether you are a new coach fresh out of training or a more established coach who is still struggling with how to turn your passion for coaching into an actual business, I cannot recommend Sas highly enough!

Sally Robertson

The Thoughtful Coach's Insider

The weekly bulletin for coaching nerds, The Thoughtful Coach's Insider is a useful, interesting read that can be enjoyed over your Friday morning brew!