Learn to coach the root causes of your clients’ self-doubt, create deeper, lasting change and build a business around your impact.
Clients open up to you. They have powerful insights. Sometimes they say, “Oh my god, that’s IT!”
I mean, this is the best job in the world of course you want your work to have a meaningful impact!
But do you sometimes leave sessions wondering: is this actually working?
If you have clients with imposter syndrome, self-doubt or a sometimes brutal inner critic, you’ll probably recognise that coaching around it can feel like a never-ending game of whack-a-mole:
You spend a session unpacking a negative thought or a limiting belief… and by the next session, another suspiciously similar one has popped up.
Or your client takes a few brave steps towards the thing they want, only to hit a setback that seems to confirm their inner critic was right all along… and so you start again.
Perhaps your most self-aware client can name the pattern, explain exactly where it came from and have one of those magical aha moments…but insight isn’t translating into action towards the things they long for.
I used to feel completely bamboozled by this.
It left me questioning whether I could really help my clients figure it out, and wondering whether my coaching tools were actually up to the job.
And that kind of worry tends to follow us into our businesses.
Because it’s bloody difficult to market your coaching wholeheartedly when a part of you isn’t convinced it creates the change people are paying for.
So perhaps you hold back. Struggle to explain what makes your work different. Keep yourself occupied with busywork (procrastibranding, anyone?!).
And when someone does say yes, the joy of signing a new client can be quickly followed by another flicker of doubt:
Can I deliver the depth of change I’ve invited them to believe is possible?
I want you to know: nothing has gone wrong. Your training has given you a fantastic foundation, and if these questions are emerging in your coaching, it’s pointing to this:
You’re ready for the next stage of your development.
So, because I’m an overfunctioning oldest daughter, I responded to my own worries and doubts by spending over two years completing a rigorous master’s degree in the psychology of coaching, and researching the experience of self-doubt.
Here’s what I learned, and it’s the thing most coach training misses:
Self-doubt holds us back – it can show up as perfectionism, procrastination, people-pleasing, and proving yourself.
And these patterns are never random.
Beneath them are deeply held meanings about who we need to be to belong, what keeps us safe, and what feels possible for us.
Most of us have been trained to coach self-doubt using approaches that focus primarily on mindset, behaviour change, and inner-critic work.
These approaches can be enormously helpful, but they aren’t designed to reach the deeper layers shaping why a pattern exists, what it protects, or why clients can actively resist the very changes they long for.
Inside SBCA, you’ll learn to recognise and work skilfully with the meaning-making, identity and protective patterns beneath these familiar expressions of self-doubt.
You’ll develop the discernment to understand more of what is happening beneath your client’s story and make thoughtful choices about where the conversation might go next.
This isn’t about ‘fixing’ your clients or eradicating self-doubt.
It’s coaching at the level of identity.
So you can help your clients create deeper, more lasting change and trust the difference your coaching makes.
You won’t just become more skilled at helping your clients move beyond self-doubt; you’ll start to recognise and shift the places it’s been holding you back too.
Not so you can finally get rid of it, but so you can understand what it has been protecting and relate to it with greater compassion, choice and self-trust.
You’ll begin to recognise where self-doubt has been shaping your coaching, visibility, leadership and sense of what is possible for your business.
You’ll become more able to make choices that aren’t organised around avoiding failure, judgement or rejection.
Your confidence in your coaching becomes more grounded, too.
Because you’re no longer hoping your coaching is effective.
You understand what you’re listening for, why you’re making particular choices and how those choices support meaningful change for your clients.
When you trust the difference your coaching makes, it’s waaaay easier to talk about the value of your offers with conviction, invite clients into deeper, longer-term coaching relationships and become known for the lasting change you help create.
You’re not building a business around clever marketing, or getting stuck in patterns of overdelivering and undercharging.
You’re building a valuable body of work around coaching you deeply trust and believe in.
12 places available
6 months of rich learning
12 months of supervision and support
Every single coach needs to do this work! I haven’t had this kind of learning curve since I first learned about coaching over a decade ago.
I knew something was missing in how I was working with clients. They would say they wanted to do something, and they just wouldn’t do it, no matter how I coached them on it. I knew there was something deeper going on.
Everything before this felt like incremental change, SBCA feels like a giant leap and a new paradigm.
– Stephanie Wasylyk, ADHD-friendly Business Coach
Just bloody do it, every coach needs this!
I really wanted to deepen my skills and tools. The curriculum is amazing – I love the fact that the programme is trauma-informed!
The experiential element has been so valuable, our practice pod has helped me grow as a coach and as a person.
~ Esme Filsinger, Self-belief Business Coach
If you want to help clients who are feeling stuck, without telling them to ‘just do it’ then this is the programme for you.
SBCA provides tools and concepts that help you to challenge and stretch your clients, whilst providing lots of compassion and understanding.
~ Norvie Dzimega, Founder She’s Got Equity
I wanted a robust framework to support my coaching practice – and 100% Sas & the Self-Belief Coaching Academy provided this.
If you want to feel more resourced in your coaching practice, equipped to dive deeper into sessions with your clients, and tend to your own self-doubt in a way that feels loving and supportive – SBCA is for you!
– Kathryn Ho, Creative Coach
Use an evidence-based developmental approach to recognise and coach the root causes of self-doubt, rather than repeatedly working with the symptoms.
Work skilfully and ethically with protective patterns through a trauma-informed lens, so you can coach at depth within the boundaries of coaching.
Use proven approaches and tools to help clients develop greater self-belief, self-trust, self-worth and self-acceptance, creating transformational change.
Develop the discernment to understand what you’re listening for, why you’re making particular coaching choices, while allowing the conversation to unfold.
Recognise how your own self-doubt shows up in your coaching, visibility and business, so you can lead your practice with greater conviction and fulfilment.
You’re a coach, therapist or mentor who wants to work with greater depth and effectiveness so your clients’ insights translate into more satisfying choices and changes in their lives.
You’re curious about the root causes of perfectionism, procrastination, people-pleasing, overthinking and self-criticism, so you can work with what these patterns are protecting rather than repeatedly coaching the symptoms.
You want to work in an integrated way that is developmental, systemic, soulful and compassionate, so you can honour the complexity and context of your clients’ lives without reducing their struggles to individual inadequacy.
You’re willing to examine your own relationship with self-doubt alongside your clients’ experience, so your vulnerabilities and responses can become a source of discernment and development rather than unconsciously shaping how you show up.
You believe meaningful coaching goes beyond quick fixes and behavioural change, and you want to support clients at the deeper layers of meaning-making and identity where lasting transformation becomes possible.
You want to feel more resourced, skilful and confident as a coach, so you can stop reaching anxiously for the next tool and trust yourself to make thoughtful choices in the moment.
You already have experience working with clients and are ready to deepen your craft, so you can apply what you learn immediately, become known for brilliant coaching and build a business around your impact.
This is the best coach training programme I’ve had the pleasure of taking.
SBCA offers an intelligent, thoughtful, and rigorous coaching model and tools, infused with a spirit of play, experimentation, and faith in humans.
SBCA is extraordinarily well designed – it’s wise, compassionate, humane in scope, and realistically reassuring.
– Marion Langford, Leadership Coach
SBCA has challenged and stretched me in deeply wonderful (and at times uncomfortable) ways.
The programme has been developmental rather than just taking on skills and information and the highlight has been my practice pod, and the wider community – I can’t understand how I was living in the world without these incredible women!
~ Julia Goodall, Family Psychologist + Coach
SBCA is one of the best investments you can make for your coaching mastery and practice.
Sas is the most natural, compassionate and inspiring teacher and the material literally blew my mind in its depth and just how much is covered in the course.
Deepening my understanding and relationship with my own self-doubt has been amazing too.
– Marie Kenny, Creative Coach
Strap in – this is going to be a ride!
SBCA is one of those immersive learning environments where you need to be prepared to show up and do the work.
Join knowing how welcome you will be made to feel and how well supported you will be along the way, both in your own exploration of self-doubt and in working with clients to navigate theirs.
– Jo Williams, Leadership Coach
ORIGINAL TOOLS AND FRAMEWORKS
Learn a coherent, evidence-based coaching methodology developed through academic research and refined through thousands of client sessions over the last decade.
Rather than reaching for another disconnected tool and hoping it works, you’ll have a bigger map for understanding what is happening beneath your client’s story and making more discerning choices about what may help them create meaningful change.
EXPERIENTIAL LEARNING
This is a deeply practical programme. You’ll practise the tools in real time, use them in your client work and reflect on what happens with the support of the SBCA Team and your peers.
Your confidence won’t come from simply knowing more theory. It will grow through lived evidence that you can use this work skilfully and that it is making a difference for your clients.
TRAUMA-INFORMED PRACTICE
Develop a deeper understanding of protective patterns, emotional activation, boundaries and the impact of past experiences within the ethical scope of a coaching relationship.
You’ll feel more able to work at depth without second-guessing whether you’re doing too much, straying beyond your role or missing something important in the room.
GROUP SUPERVISION + REFLECTIVE PRACTICE
Receive 12 months of group supervision and support as you integrate the work into your coaching practice, business and leadership.
You’ll have somewhere to bring the sessions you’re still thinking about, the choices you’re questioning and the edges you want to explore. This ongoing support helps you keep developing rather than returning to familiar habits or trying to work everything out alone.
PERSONAL TRANSFORMATION
SBCA doesn’t just change how you coach. It changes your relationship with your own self-doubt, visibility, leadership and sense of possibility as a practitioner.
As you become more able to recognise and work compassionately with your own protective patterns, you can stop letting them quietly determine how visible you’re willing to be, what you allow yourself to want and how boldly you lead your business.
ICF ACCREDITATION
SBCA is accredited by the International Coaching Federation as Continuing Coach Education (CCE), with certification woven into the programme as you learn.
You’ll leave with meaningful evidence of the depth of your development, strengthening your professional identity and helping clients and organisations recognise the rigour behind the work you do.
SBCA teaches you how to work with the root causes of self-doubt through a rich blend of developmental coaching, trauma-informed practice, experiential learning, and evidence-based tools, all delivered within an incredibly supportive learning community. Over nine modules, you’ll learn how to support clients with more depth, discernment, compassion, and confidence:
SBCA is built around an original, evidence-based methodology developed during a rigorous master’s degree at Oxford Brookes exploring the psychology of coaching, deep research into the experience of self-doubt, and over a decade of coaching with thousands of humans.
As a Certified Self-belief Coach, you’ll be licensed to use the SBCA tools, frameworks and coaching approaches in your own client work, giving you a coherent methodology for your practice. You won’t simply learn the theory. You’ll learn to use the methodology skilfully, ethically and in ways that feel genuinely your own.
Alongside the curriculum, you’ll be supported through live calls, coaching practice, supervision, and assessment as you learn – you’ll be 80% of the way to certification before the programme completes.
Small classes (a maximum of 12) mean personalised support and individual care. This is a learning environment designed to support you, your learning, and rich integration into your practice.
You’ll be warmly invited to engage with the class, reflect deeply, experiment courageously, and develop your own style and presence as a coach.
I’m a coach, mentor, supervisor, and teacher specialising in self-doubt, developmental coaching, and the inner work of meaningful change.
For 15 years, I’ve coached with thousands of clients through 1:1 work, group programmes, workshops, retreats, and coaching supervision.
My Master’s research explored the lived experience of self-doubt, and this has evolved into the Self-belief Coaching methodology taught inside SBCA.
Almost 100 coaches have been through the SBCA programme, and I’m excited to have you join a community of thoughtful coaches who care deeply about their craft.
What interests me most is not just supporting beloved clients to navigate their self-doubt – it’s the ripple effects this work opens up:
What becomes possible in the world when we relate to ourselves and each other with more compassion, discernment, and capacity?
How do we, as coaches, foster greater self-leadership in our clients and ourselves?
SBCA is designed for coaches who have a foundational grounding and experience in the craft of coaching, and are ready to support clients with richer depth and skill.
If that’s the kind of work you’re here to do, you’ll feel right at home inside this programme.
Every coach needs SBCA. It is hands-down the best programme I’ve ever invested in!
This program is so effectively crafted. I felt equipped to start working with my clients right away using the tools I was learning and the results are undeniable.
SBCA has had a profound on my own relationship with self-belief.
– Kate Jaeger-Thomas, Business Strategist
My coaching game has stepped up dramatically. Not only are my clients benefiting enormously, but the work has helped me to have some very profound personal breakthroughs.
I’ve been coaching on and off for almost twenty years, and I had felt this creeping desire and frustration that I hadn’t taken a deeper level of training.
SBCA provided the stretch I was looking for and fulfilled all of its promises.
~ Scott Robson, Entrepreneur & Branding Coach
Joining the Self Belief Coaching Academy is one of the smartest decisions I ever made.
It’s been an eye-opening and wonderfully life-affirming journey, and I’ve loved every minute.
My clients have really benefitted from the learning and tools I’ve taken away. I have seen my own growth as a coach and as a human being.
~ Helen Wallis-Dowling
SBCA has grown both my confidence as a coach and my knowledge of coaching.
I really loved that deepening my knowledge has left me feeling more confident in my ability to keep my clients safe in our work together. It’s also been at the heart of some really important personal growth for me over the last few months. DO. IT.
~ Ray Dodd, Money Coach
The complete Self-belief Coaching Academy curriculum
9 in-depth training modules with video lessons, tools, and supporting resources
The Self-belief Coaching Academy Student Manual.
Live group calls over six months for coaching, discussion, reflection, and Q&A
A Practice Pod with two other coaches to help you integrate and practice
Weekly study group sessions hosted by Head Self-belief Coach Scott Robson
25 original coaching tools and frameworks to use in your client work (just add your branding!)
Monthly Supervision + Support calls for 12 months following the programme
Lifetime access to the curriculum and training materials
The next SBCA class begins 6th October 2026, with six months of live teaching and practice, and 12 months of supervision and support.
SBCA Classes: Tuesdays, 7-9pm UK time
SBCA Study Group: Thursdays, 7-8pm UK time
For most of the programme, that works out as:
2–4pm US East Coast
11am–1pm US West Coast
6–8am Wednesday Sydney
Tiny daylight-savings footnote: for our first three calls in October, Sydney will be 5–7am. And there’s one rogue week at the end of October when the US times shift an hour later before their clocks catch up to the UK. Because TIMEZONES.
You’ll have access to a full online calendar that automagically calculates to your time zone so you never have to work this out.
SBCA is intentionally intimate, with just 12 coaches in each class. This creates space for meaningful conversation, personalised feedback and the individual care that helps this work become part of how you coach.
Because the learning is deep and experiential, joining SBCA begins with a short application. It’s an opportunity for us to meet and chat about whether the programme is the right fit for you and your practice.
When your application is accepted, a $500 USD deposit will secure your place and be credited towards the total programme investment.
If you’re ready to trust your coaching more deeply, create lasting change and build a business around your impact, I’d love to welcome you into SBCA.
SAVE $750
All prices are in USD and inclusive of taxes.
The total investment is $USD 7,500.
I offer a 10% discount ($USD 750) if you pay in full.
There is no change in price for payment plans.
All payment plans begin 1st October 2026, just before the programme begins.
Let’s see if SBCA is a good fit. Click the application button below to complete a short application form (this will take about 5 minutes). You’ll also be able to book a call with me.
If your application is approved, you’ll be invited to secure your place with your deposit and select your preferred payment option. SBCA 2026 begins 6th October 2026.
If you have questions before applying, you’re very welcome to contact me anytime at sas@saspetherick.com
YES. You are very much among friends here.
SBCA was seeded during my master’s research into self-doubt, when I began making connections between my own lived experience, what I was seeing beneath so much of my clients’ stuckness, and the work of the researchers I found most compelling.
You don’t need to have “overcome” self-doubt to support someone else with theirs. In fact, learning to understand your own protective patterns with greater compassion often becomes an important parallel process within the training.
Many coaches who have completed SBCA say the programme contributed profoundly to their own healing around self-doubt, alongside developing their capacity to coach it.
You can see all live class dates and times in the programme timetable.
Alongside the live classes, you’ll have lifetime access to a library of pre-recorded material, and we’ll post you a comprehensive student manual.
You’ll also be part of a Practice Pod with two classmates, giving you space to practise, reflect and support one another’s learning.
There is an optional Study Group, ably hosted by our Head Support Coach, Scott, where you can ask questions, explore the curriculum and deepen your understanding.
Outside the live classes, we recommend allowing approximately 2 hours each week for the pre-recorded teaching, reflection and practice.
The programme is designed to be completed within the six months of live teaching.
Many graduates tell us they continue returning to the curriculum long after the programme has finished. This is less a collection of tools to consume once and more a body of work that deepens as your coaching develops.
Yes, it does. To take part in the programme, you will need to be able to attend the live classes.
SBCA is a live, relational training programme. So much of the learning happens through discussion, reflection, practice and witnessing coaching unfold in the room.
SBCA is designed for experienced coaches who value their foundational coach training but have begun to reach its edges.
You might recognise that feeling. Your clients are gaining insight, but the same patterns keep returning. You’re asking thoughtful questions, yet something still isn’t shifting. Or perhaps you leave sessions with the sense that there was more happening beneath the client’s story, but you weren’t quite sure how to recognise or work with it.
Many coaching approaches focus primarily on changing a client’s thinking, behaviour or habits. These can all be valuable, but they don’t always reach the deeper layers shaping why a pattern exists, what it protects, or why it continues despite the client’s best efforts.
SBCA brings developmental psychology and trauma-informed practice into the coaching conversation. You’ll learn to listen beyond the presenting story and work more skilfully with meaning-making, identity, protective patterns and the root causes of self-doubt.
This doesn’t mean diagnosing clients, digging for trauma or assuming every struggle has a hidden explanation! It means developing the discernment to recognise what may be happening beneath the conversation, and the capacity to coach at the level where lasting change becomes possible.
By the end of the live programme, you’ll already be around 80% of the way towards certification!
Certification involves completing two in-depth reflections on recorded client sessions during the programme, followed by a summary reflection essay at the end.
The process is designed to support your development as a thoughtful, reflective practitioner. There are no points for performing coaching “correctly.” Instead, we’re interested in your capacity to notice what is happening, reflect honestly on your choices and continue developing your practice.
You’ll be well supported throughout the process. The assessments are woven into the programme, with clear guidance, opportunities to ask questions and thoughtful feedback to help you understand and meet the certification standards.
Graduates tell us that completing a rigorous certification process has helped them feel more confident in their professional identity and given greater weight to their credentials. It offers meaningful evidence of the depth of their training, rather than simply confirming that they attended the programme.
We are currently awaiting confirmation of SBCA’s renewed ICF accreditation following changes to the ICF’s criteria. Once this process is complete, we’ll confirm the number and type of Continuing Coach Education credits awarded through certification.
They may well do.
SBCA strengthens coaching capability, reflective practice, professional confidence and the ability to work skilfully with complex patterns of change. These are valuable capacities in internal coaching, leadership development, people and culture, and organisational roles.
Several SBCA graduates have gone on to design and implement leadership development programmes within their workplaces, drawing on the perspectives and practices they developed through the training. So the value can extend well beyond an individual’s coaching practice and contribute to wider organisational learning and change.
I have a reference guide outlining the potential return on investment to help you build a business case for employer funding. When you apply, we can talk about your particular context and what might help you make the strongest case.
Please consider the timetable, financial commitment and live-attendance requirement carefully before applying.
The payment plan extends beyond the end of the live teaching. This is a conscious choice: I want SBCA to remain financially accessible to the thoughtful coaches I most love working with.
When you join, you’re committing to the full programme fee. If you choose to pay in instalments, you’ll remain responsible for completing those payments even if your circumstances change or you decide not to complete the programme.
When I first looked at this programme, I instantly felt it was THE ONE and I wouldn’t hesitate to recommend it.
SBCA is comprehensive, brilliantly balanced between theory and practical application, and is already enhancing my practice no end.
The practice pod has been of huge value, and the weekly calls have been the highlight of my week.
Sas leaves me feeling utterly secure and she attracts coaches with real integrity.
– Keri Jarvis, Developmental Coach
There are so many highlights, and SBCA delivered exactly what I needed.
I was looking for specific tools and methodologies to better support my clients to change their lives.
I really appreciated Sas’ teaching style and the depth we went into.
This is for any coach wanting to deepen their work.
~ Janelle Wehsack, Leadership Coach for High-achieving Women
Just bloody do it, every coach needs this!
I really wanted to deepen my skills and tools – the whole curriculum is amazing. I love how trauma-informed it was!
The experiential element has been so valuable and my practice pod helped me grow as a coach and a human.
~ Esme Filsinger, Self-belief Business Coach
I can’t imagine a stronger coach training programme!
The combination of evidence-based theory and tools; a developmentally, socially critical, and trauma-informed framework; and an incredibly thoughtful experiential and applied learning experience – it’s just been OUTSTANDING!
~ Nicola Holmes, Self-belief Coach