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Meet the core Team

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Charlie Sampson

Learn more about Charlie

A multi award winning leadership coach, and best selling author of 'Even Better If: Better Businesses, Better Leaders and Better Selves’ Charlie learnt his trade as the Head of Executive Development for Orange in the UK and then later as Head of Talent at HSBC EMEA. Armed with this unique experience, Charlie pursued his passion for coaching and launched his executive coaching practice back in 2012.

With a reputation for being tough and extremely practical, Charlie has since worked with scores of leaders and teams across the globe, helping deliver significant improvements in performance and results. Clients who retain Charlie’s services include Manchester City FC, Facebook, HSBC, Boston Consulting Group, London Business School, British Gymnastics, Vodafone, Burberry and many more.

As a successful and passionate entrepreneur, Charlie operates from a place of considerable personal experience (success and failure!). He is the architect and co-founder of Leading Energy Profile, a powerful self-awareness tool designed to help leaders learn to become more adaptive, which is fast gaining world-wide acclaim. Charlie is also the owner of The Lazy Sheep, a beautiful venue in Devon where Charlie leads master classes and high performing team retreats.


Dean Williams

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Inducted to the prestigious Forbes Coaches Council, voted by CEO Today Magazine as one of the ‘Top 100 Globally’ in consecutive years, and recognised as ‘2020’s Leading Executive Coach of the Year' at the Corporate Excellence Awards.

A specialist in Director and c-suite development for the last 20-years, working with individuals and teams (including Boards) to improve performance alongside their ambitions. Vast experience and success within the private, public and third sector - working across Europe, The Middle East, Africa and Asia.

Actively working with 24 of the top 500 companies on Forbes most recent 'World's Best Employers' list, and recognised as one of the 'TOP 20' Executive Coaches in London by Influence Digest in 2020.

Co-Founder of The Business Coaching Academy and Leading Energy Profile Ltd, 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'. Regular columnist for a variety of business press, conference speaker and radio guest who has featured in The Sunday Times and Financial Times.

Has served on the Board of a leading international children's charity and is part owner of a non-league football club. Currently non-executive Director at Welsh Gymnastics.

Dean also offers Career Coaching for those who aspire to be Director level.

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Roz Williams
Programme Manager

Learn more about Roz

Roz is a critical member of the team and keeps everything spinning! She is a specialist in the field of occupational health, psychology & management and a practising health & wellbeing coach.

Blending her practical experience in business management & coaching with academic research in her field, Roz has been Programme Manager at The BCA since launch.

Roz holds a BSc (Hons) Psychology with First Class Honours from The Open University and holds graduate membership with the British Psychological Society. She is a member of the Psychosocial Oncology Society and the European Association of Work and Organisational Psychology. Roz is currently undertaking a Professional Doctorate at Birkbeck, University of London Her research focuses on psychosocial oncology and the experience of work.

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Hayley Sampson
Consultant Coach

Learn more about Hayley

Hayley is a key associate and member of the BCA team. She first trained as a coach whilst heading up the Leadership & Talent function for Orange UK. Here she discovered her passion for coaching, developing her team and helping colleagues with their career and performance goals.

During 2008, Hayley then moved to Dubai, working for HSBC across their Middle Eastern operation. As Head of HR, she had the privilege of working with some incredibly talented leaders and teams, gaining invaluable insights into what it takes to be a great leader and build fantastic relationships.

In 2015 she moved back to the UK to take on a global role, reviewing, reforming and leading the HSBC International Manager Programme – one of the oldest, and most successful talent programmes in corporate history. In this role, working closely with the Global board, Hayley honed her coaching instincts, helping individuals build the habits and mindset required to progress to the top of a global organisation.

Since making the difficult decision to leave HSBC in 2019, Hayley has set up her own consultancy and provides coaching, HR and talent consultancy to a wide range of organisations, large and small.

As a coach, Hayley takes a very pragmatic approach, quickly building trust and rapport. Her style allows her to really challenge, giving people the confidence to make decisions, take control and move forward.

Hayley is a member of the Institute of Leadership & Management, a graduate of the Henley Business School coaching diploma and a Registered Corporate Coach with the Worldwide Association of Business Coaches.

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Al Fawcett
Performance Coach

Learn more about Al

Al is one of our amazing associates working with a variety of our clients. As an Executive and Business Performance Coach, he has worked with 1000's of people around the world, helping them to achieve remarkable success.

With over 30 years of business experience, he is passionate about personal development and performance improvement. Working with entrepreneurs, business owners and senior leadership teams, he has helped them to identify, define and improve leadership, teamwork and culture using his 'Performance Improvement Experience' approach.

AI also hosts the 'infinite pie' thinking podcast. During these conversations, remarkable people from the business, sports and entertainment industries, share their stories and perspective on their success and failures, the lessons they learned and the mindset required to continue to get better.

His clients have included global organisations from Financial Services, Telecoms and Technology, Construction, Health and Wellness, Automotive and Retail sectors.

Al is ILM (Institute of Leadership Management) & WABC (Worldwide Association of Business Coaches) accredited.


Jason Campbell

Learn more about Jason

Jason is an associate performance coach and provides coaching and business mentoring to company owners, Directors, c-suite Officers and senior executives. Jason specialises in the creative and digital sector and works with some of the worlds largest brands to improve thinking, performance and growth.

Starting his first company aged 19, he has spent his career starting, turning around and running businesses in the branding, design, digital and marketing sectors.

His understanding, knowledge and experience add real value to his clients as most want to win more business, grow, make more profit and either sell the business or find a way to run it with less stress and a better work/life balance.

Globally accredited, multi award-winning with 30+ years experience, Jason, unlike some coaches, has been there, done it, rolled his sleeves up, had huge success but also valuable failures, meaning he has what it takes to help his clients make the right kind of change.

Jason is ILM (Institute of Leadership Management) BCA (Business Coaching Academy) & WABC (Worldwide Association of Business Coaches) accredited. As BIMA's resident coach he also gives up time to oversee, support and train all mentors and mentees prior to them entering the BIMA Mentoring programme.

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