Life Coach to CEO - Interview with our CEO, Bev James

Life Coach to CEO: Interview with Bev James, CEO of The Coaching Academy

To mark International Women’s Day, we sat down with Bev James, CEO of The Coaching Academy, to discuss her journey from student to business leader. Bev shares how she discovered coaching, her career highlights, advice for aspiring coaches, and her vision for the future of coaching.

How did Bev James discover life coaching?

Bev first discovered The Coaching Academy when researching training options. The Academy stood out as the UK’s pioneer in coach training with a strong reputation for quality. Enrolling felt like a natural step though she didn’t expect that one day she would become its CEO.

What type of coaching did Bev James specialise in?

After qualifying, Bev focused on business coaching and entrepreneurship coaching, drawing from her experience in running small businesses. She also developed a passion for confidence coaching, helping clients build self-belief and achieve personal milestones.

Memorable moments from Bev’s coaching career

• Helping a nervous bride deliver her vows with confidence on her wedding day.
• Supporting her cousin in recovery from cancer surgery, helping him set and achieve the goal of cycling from Bristol to London, raising funds for Cancer Research.

These experiences reinforced for Bev the transformative power of coaching in both personal and professional lives.

How did Bev become CEO of The Coaching Academy?

Bev began volunteering with The Coaching Academy, assisting on courses and gaining valuable experience. She later joined the training team as a trainer. Eventually, the opportunity arose to acquire the business. Combining her business acumen with her passion for coaching, Bev stepped into the CEO role and grew the Academy into one of the most respected coach training companies worldwide.

Why did Bev start a talent & literary agency?

After publishing her own Sunday Times Bestseller (Do It! Or Ditch It), Bev recognised a gap in the market for representing purpose-driven experts. This led to the launch of Bev James Management & Literary Agency, which works with authors, entrepreneurs, and change-makers to expand their reach and impact.

Bev James’ advice for aspiring coaches

For coaching students

• Dedicate consistent time to your studies.
• Remember the courses are flexible, you can pause and resume as needed.

For recent graduates

• Starting a coaching business has low overheads, focus on brand identity.
• Use social media and online platforms to grow visibility.
• Seek local media opportunities to boost credibility and feature them on your website.

For the wider community

Consistency is key. Bev highlights the example of Joe Wicks (The Body Coach), who grew from small bootcamps to a global brand by showing up every day with energy and commitment.

What is the future vision for The Coaching Academy?

Bev’s vision is to:

• Maintain The Coaching Academy’s pioneering role in coach training.
• Equip coaches with the skills and mindset for professional and personal success.
• Foster a global community of coaches who drive positive, lasting change.

Recommended books by inspirational women

• The Heat of the Moment – Dr Sabrina Cohen-Hatton
• Born Fighter – Ruqsana Begum
• Do What You Love, Love What You Do – Holly Tucker

Why International Women’s Day matters to Bev James

Bev views International Women’s Day as a reminder of how far women have come, from once being denied basic rights like voting and banking, to now shaping industries and movements. For her, it’s about breaking barriers through unity and perseverance and ensuring every woman has dignity, respect, and opportunity.