Sebastian Fox


Describe your journey as a coach

I started my career working in large corporates in a variety of roles: finance, sales and client management in the UK, Europe and Asia, before moving back to the UK and working as a marketing and business development director for a large law firm. This led me to set up my own business more than 15 years ago, working with professional firms to help them improve their client management and relationships, largely through interviewing clients. Working with these firms made me realise that gathering information and feedback from their clients was not, on its own, very useful to effect change: the key to making a difference is to focus on individuals to change their behaviours to deliver what the clients are looking for. That effectively started my interest and progress towards qualifying first as an executive coach and, more recently, having both experienced myself and seen how teams impact overall performance, as a team coach.

What is your sweet spot as a coach?

My particular area of coaching is around leadership teams and sales/business development individuals to help them improve their performance. Drawing on my own experience working in and with teams in the UK and overseas, I enjoy working emergently to help the team members make meaning from what is present for them such as around their relationships, processes and tasks.

What about you as a person?

I’m married with two grown-up children and enjoy watching and participating in sports, particularly rugby (though my playing days are limited!) and skiing. I have been part of the leadership team of Ethical Coach (, an organisation that aims to improve the lives of children and families through bringing pro bono team and executive coaching to NGOs in order to improve their capacity in supporting their communities. I am currently studying for Doctorate in Coaching.