The Business Coaching Academy is a leading provider of business coaching training. We work with individuals and corporate clients across the UK and globally.

We focus on delivering the highest standards of coaching training and ensure that our clients leave the programme confident that they can immediately use their new or enhanced skills and knowledge back in the workplace.

Our programme is endorsed by ILM and Accredited by The Worldwide Association of Business Coaches™ to ensure the highest level of quality. Our accreditations, expert delivery team, awards and customer testimonials all provide comfort that you are choosing to work with one of the best coaching training providers in the market place.


Dean Williams
Inducted to the prestigious Forbes Coaches Council, voted by CEO Today Magazine as one of the ‘Top 100 Globally’ for the second successive year, and awarded ‘Executive Coach Of The Year’ in 2017 and 2018, Dean has been practicing high-end executive coaching for 18 years. Dean is a regular columnist for a wide-variety of business press and entrepreneurial publications and author of three books: Voice – The Little Book Of An Executive Coach’s Wisdom, Thrive – How To Achieve And Sustain High-Level Career Success and Creating Grade ‘A’ Business Relationships. Thrive is highly acclaimed for its Career Annulus© - a formula for achieving and sustaining high-level success, and the result of 5-years of pragmatic research and evaluation. This acclaim led Dean to design his Career Mastery Talent Coaching Programme. This programme is used by a number of clients to engage, grow and retain their top talent. Dean is also co-Founder of The Business Coaching Academy Limited - which he set up to educate, enlighten and accredit managers and leaders on the art of coaching, and Leading Energy Profile Limited – a practical profiling tool based on leading research in the field of individual differences, cognitive behavioural therapy and biological psychology. Dean is regularly sought after for speaking engagements (particularly around resilience) and hosts Company-Wide Annual Conferences from time to time. Boasting a client list that includes Samsung, Bupa, Allianz, Avis, HSBC, Barclays, Citi and Mastercard, Dean is experienced in working within the private, public and third sector, across many different industries and many different cultures. His assignments take him overseas and he has extensive experience of working across Europe, Africa, the Middle-East and Asia. Previous experience as a Sales Director and Managing Director, arm Dean with a depth of experience that is valued by those he currently works with. With a reputation for helping turn around ‘difficult situations’ (self-acclaimed ‘muck and bullets coach’!), he is able to identify quickly what needs to be done, no matter how challenging and provide the strength and guidance to carry out the next steps.
Charlie Sampson
An expert in the field of executive development, Charlie originally honed his skills as the Head of Executive Development for Orange in the UK and then Head of Talent at HSBC. Armed with this unique insight and knowledge of the habits, skills and mind-set required to progress to the top of a global organisation, Charlie launched his coaching consultancy back in 2011. Working all over the world, Charlie supports individuals and teams from businesses of all sectors, shapes and sizes, including household names such as Manchester City FC, Facebook, HSBC, British Gymnastics, London Business School, MasterCard, Vodafone and many more. Known for his toughness, pragmatism and energy, Charlie specialises in developing high performing individuals and high performing organisational cultures. To this end he has helped scores of companies transform their leadership culture and achieve a significant improvement to their bottom-line results. Charlie is also the architect of Leading Energy Profile (LEP) – the unique self-awareness tool that explores a person’s dominant and weakest thinking energies and the impact these have on their behaviour and therefore effectiveness. Following two years of testing and development by Charlie and the BCA team, LEP was launched in 2019 and is fast gaining global recognition as an essential tool to support individual and cultural development. Aside from his BCA and consultancy work, Charlie is the owner and MD of a beautiful 60-acre rural estate in Devon, called The Lazy Sheep. Here, Charlie regularly hosts unique master-class retreats, immersing executive teams and Boards in the art of coaching, leadership development and exceptional team performance.
Roz Willams
Programme Manager
Roz works within The BCA as our in-house Applied Business Psychologist, ensuring all our training reflects latest developments in the field. She is also currently undertaking an MRes/Prof Doctorate in Occupational Health Psychology at Birkbeck University of London. Research interests include loneliness, work engagement and cancer survivorship. Roz enjoys fundraising for causes that are close to her heart and making sure her crazy working cocker spaniel is too worn out to create havoc at home!


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