My Purpose

To serve as a coach and help ordinary people achieve the extraordinary. To enable people to see the world differently and if they choose, make a different choice.

My Journey

Today, I’m grateful for a thriving, highly successful coaching practice. My clients share a common thread of creating a better version of themselves and making a difference in their world.

However, my journey to professional coach has been uncomfortable, singularly personal, uplifting, exhilarating and humbling. A path that to this day is constantly evolving and soul satisfyingly fulfilling.

Born in Eastbourne to a mother from Shiraz and a father from Dundee, I was instilled with a strong set of values from an early age. Inclusion, diversity, hard work, doing your best and achievement, combined with my innate sense of adventure, optimism and curiosity led me to devote my life to exploring its edges.

After working my way through school with the help of a music scholarship and sporting talent, I moved to London where I worked tirelessly to sell advertising and sponsorship to major corporations looking to promote themselves at prestigious events. The experience taught me to always listen, learn and then speak.

Aged 27 I was tired, stressed and burnt out. My aspirations of replicating Richard Branson’s success were fading fast. It was time to get real. I bought Tony Robbins “Unlimited Power” and committed to overhauling every area of my life. I gave up smoking, put the drink on hold, joined a gym and attended meditation classes.

Against this backdrop I developed a passion for health and fitness and started learning about nutrition and supplements. On August 17, 1998 The Sports Nutrition Company started trading from a rented flat in Camden. With no prior knowledge I focused on selling discount supplements via the Internet and within 5 years revenues exceeded £3.5m.

Yet despite outward success the truth is I lacked inner confidence. No matter my achievements I felt it was never enough. I judged myself against others who were creating and achieving things on a far bigger scale and I felt small.

In 2012 my life changed forever. A combination of events, decisions and factors led to business liquidation and I was declared bankrupt. I felt pain, humiliation, shame and devastation. Everything I worked so hard for was lost, including my relationship and I had to move back to my mother’s home with two children.

That sense of catastrophic failure and feeling of inadequacy turned out to be one of the most empowering and humbling lessons of my life. It enabled me to acknowledge and take full responsibility for managing my own shortcomings and identify shifts in perspective necessary to think and do things differently.

Feeling I was only scratching the surface of my potential, I went on a journey of deep discovery and personal growth, culminating in becoming a certified professional coach at The Institute for Professional Excellence in Coaching (iPEC). I wanted to find the real me and connect not only with what’s truly meaningful in my life but share with others.

In losing everything, I found something priceless. I found myself.

Eventually I discovered my calling helping others overcome their fears to empower change that creates powerful results and impact.

If you’re at a crossroad or you’d like to learn more about how we can work together, let’s talk. It’s not where you begin, it’s where you’re going that truly matters.

I’d love to hear from you.

Get in touch

My Values

I am refreshingly non-judgmental

You are free to talk to me, express yourself and share without fear of prejudice, rejection and feeling judged.

I am curiously open-minded

I am curious to explore new ideas, willing to see things differently, free to let go of any preconceptions and not afraid to learn and apply as I go.

I am heartfelt unconditional listening

I am present, connected, fully engaged and give you my full attention. I am respectful, honest, trustworthy and accountable.

I am creative, passionate and look for the best in people

I believe in you in a way that helps you believe in yourself. I grow and nurture love.

My Beliefs

The answers to all questions lie within

The answer you seek is within you. Be willing to look deep inside, trust your gut and follow your intuition. You’ll find that everything you seek is already there. Telling you what to do only takes power and responsibility away from you.

All experiences are opportunities for growth

Look beyond your interpretation of events and outcomes and seek the learning and value in every experience so that you can apply that insight going forward.

Each of us is greater and wiser than we appear to be

You are a powerful, resourceful and wonderfully gifted human being. I do not buy into your stories of how you see yourself and your self imposed limitations. The truth is you’re greater than you can possibly imagine.

Nothing exists in isolation of anything else

All things are interrelated and interdependent; nothing exists in isolation. Relationships are all there is. Everything in the universe only exists because it is in relationship to everything else.

Knowledge and insight without action is worthless

Knowledge, insight and awareness only become valuable when directed and organised into definite plans of action and directed towards a specific purpose and definite end.




My Approach

I transform lives. I don’t just believe in your potential, I get in the trenches to help you realise your potential. I roll up my sleeves and get my hands dirty. I hold a mirror so you can see your blind spots and create accountability to work through what’s required.

There are no expectations only agreements. I am willing to go to extraordinary lengths to create safety, clarity and trust so that you can transform yourself, your life and your organisation in ways that enable you to measurably grow and lead.

I’m not here to please you, I’m here to serve you. I’m not afraid to call you out especially when I hear your hogwash and BS. Together we unlock your true potential so that you can be yourself, live your truth and create your legacy.

It’s up to you.


Yes! I Would Like to Apply for Personal Coaching Today!

Arnold Ferrier Coaching

Helping outwardly successful leaders tame their inner critic to achieve personal and professional growth.

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