Alice
Armstrong Scales
Alice is a highly experienced coach and facilitator who helps individuals perform at their best in complex, high‑pressure environments. She is known for her ability to unlock potential quickly by addressing limiting beliefs, strengthening emotional intelligence and building the inner confidence required for sustained success. A High-Performance Coach and Master Practitioner in Neuro‑Linguistic Programming, Alice has spent two decades refining a distinctive coaching methodology that integrates Positive Psychology and Emotional Intelligence. Her work helps clients to gain clarity, manage pressure, resolve internal and external conflict, and lead with impact and authenticity. Alice works across law, finance, professional services, sport and the creative industries. She also supports entrepreneurs and small business owners whose work demands both commercial focus and creative vision. More recently, Alice’s work has increasingly centred on the creative industries, supporting writers, directors, actors, artists and designers to sustain peak performance while navigating demanding professional and personal landscapes. Before moving into Personal Development coaching, Alice founded and ran a successful language and communication business in Paris, working with business leaders and elite sports professionals from its headquarters on the Champs‑Élysées. This strong commercial and cross‑cultural background continues to shape her pragmatic, results‑driven and highly engaging coaching style.

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