New name for life coaching business

Sam James Coaching is the new name for an expanding life coaching business established just two years ago and now based in Whitwell.

Sam James

Formerly known as Skylights, the business has a new website that has fully embraced social media. It is also looking to hold a series of workshops in several locations in the region to help demystify the concept of life coaching and break down misconceptions that people may have about the profession (see below).
Life coaching can help to address issues and transitions in people’s personal life, relationships or career by examining what is going on right now, discovering what the obstacles or challenges might be, and choosing a course of action to achieve a specific life goal. “It is not counselling or psychotherapy,” Sam stresses. “Instead it focuses on the future to bring about real, long-lasting changes in any area of life – sort of like a personal trainer for the mind.”
Having grown up in Norfolk, Sam gained a BSc (Hons) in Psychology at the University of York and lived in several places until 2012, when she, husband Toby, who is a lecturer at the University of East Anglia, and their three-year-old son moved back to Norfolk to be closer to their families.
Sam also has a Graduate Diploma in Addiction Studies, is accredited with the Institute of Leadership & Management as a qualified Life Coach, and is an Associate Member of the Association for Coaching UK. And as well as running her business, she is a voluntary committee member at their son’s pre-school.
“When I set up the business I didn’t feel quite right about pushing my name forward. But now, particularly having rethought my website, the time was right to make the change from Skylights,” she explains. “I have come to realise that it is me that my customers are investing in: I am the brand – and it’s unique.”
While some of Sam’s customers are local, clients in more distant locations can be contacted by telephone or Skype, although she prefers face-to-face meetings.
To grow the business, Sam James Coaching will be looking to expand, particularly in the Norwich area and this is where the group sessions will come in.
The two key customer groups are mums and young people. Most of Sam’s clients are female at present, although she can work with anyone that wants to make changes in their life.
Life coaching can help mums cope with being a new parent, trying to juggle never-ending commitments, and when they are considering returning to work. It can also help young people make decisions about their future direction at school and beyond, and more practically to cope with exams and meeting deadlines. Life coaching for teachers is another area that Sam is exploring.
“The key is motivation and choices – helping people’s life balances,” she says.” I’m just giving the nudges!”
Give your New Year’s resolutions a turbo boost: 88% of New Year resolutions fail; make sure you are in the 12% that succeed. This two-hour workshop will give you the best chance of succeeding in your plans for 2014 – learn the key to achieving your goals.

  • Tuesday 7 January 2014, Elements of Health, Bethel Street, Norwich, 7 – 9 pm
  • Thursday 9 January 2014, St Michaels, Reepham, 7.30 – 9.30 pm

Cost: £15 including useful resources. Booking essential. Contact: Sam James on 07736 325189 or

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