We challenge business people to step-up
& achieve more, faster


CoachDirectors was founded in 2013 by Alan Potts and Stephen Daltrey. Sharing a firm belief in the growing importance of top quality coaching as a business performance differentiator, we were concerned that the market was becoming increasingly fragmented and confused.  The number of coaching niches and the supply of newly qualified coaches were expanding rapidly but there was a serious lack of credible, suitably qualified, commercially-focused coaches who could operate effectively at senior levels.  What’s more, we noticed that many of the most suitable, most senior and most successful coaches were operating in isolation as independent ‘freelancers’ so opportunities to transfer skills, share learnings, support peers and develop the new talent of tomorrow were being sadly missed.


Hence, we set about creating CoachDirectors – a unique network of ‘premier division’ executive coaching talent with a shared passion for not only getting the very best performance out of business leaders, but who also care passionately about professionally developing each other as well as nurturing future business coaching generations.

Now comprising 42 of the UK’s finest ‘commercially-focused’ executive coaches, led by a team of 6 senior partner coaches, CoachDirectors has also launched a new ‘Company Coaching‘ service for SMEs as well as a 'Leadership Training' division and a 'Private Client' service for celebrities & individuals with a high public profile.

Stephen Daltrey headshot

STEPHEN DALTREY is one of the most experienced coaches in the UK and an expert in the delivery of executive coaching having achieved the magical '10,000 hours' of experience in international coaching and coaching-related practice. He has dedicated the last 32 years to building his 1:1 experience and work with teams, while also investing his own personal development. He leads our 'Private Client' practice, providing a specialist coaching service to celebrities and high-profile individuals in diverse fields such as business, music, entertainment and sports. Anyone choosing to work with Stephen, embarks upon a positive relationship of respect, challenge, support and the ultimate identification of their unique and natural solutions to goals that have meaning for each individual.

ALAN POTTS is our CEO. His background includes a spell in Nuclear Design Engineering, over 25 years as a business leader in the travel industry and a constant, intimate relationship with all things ‘digital’ dating back to the very birth of the web. He has successfully initiated and grown several businesses, developing pioneering eCommerce solutions, innovative promotional campaigns and disruptive business models along the way. He has held numerous executive and non-executive roles and acted as a coach/mentor to a diverse portfolio of businessmen and entrepreneurs. His passion for business coaching is equally matched by an energy and enthusiasm for building successful businesses with intelligence and real entrepreneurial flair. He has an AoEC Practitioner Diploma in Executive Coaching, he was Marketing Director of the UK European Mentoring & Coaching Council (EMCC UK) and a Network Director and Moderator for the Executive’s Global Network UK.

CoachDirectors Team: Alan

CoachDirectors Team: Mark

MARK BAXTER is principal of our company coaching (SME) practice. He develops and delivers framework-based tools and programs to effect transfer of business and personal skills for clients. As a coach and coach team leader, Mark helps Boards, CEOs and their management teams to achieve clarity in designing their business vision and strategy for the future as well as working with management and staff at all levels in a business. He is expert at helping clients to translate this know-how into effective management and personal skills to create, sustainable revenues and profits with enhanced long-term growth in shareholder value. He also specialises in coaching organisations to enhance their leadership skills focussed on the ability to engage with strategic change and manage towards the future. Mark spent 15 years building a number of successful and fast-growing consultancy businesses advising on corporate communications, financial marketing and investor relations and latterly e-commerce strategies for blue-chip clients. He is an experienced company director, has a degree in Philosophy and Literature from The University of Warwick, is a Member of the Chartered Institute of Public Relations and a Fellow of the Royal Society of Arts.

ANNE SULLIVAN is principal of our executive coaching (Corporate) division.  She is a business consultant, executive coach, company coach and coach supervisor with broad experience as a City-trained commercial solicitor and a 21-year career as a senior BBC executive. At the BBC, she led multi-disciplinary teams and managed long-term relationships with the BBC’s major external suppliers and clients, including high-profile talent. An ICF accredited executive coach with over 10 years experience and a BBC-trained mentor and coach supervisor, she specialises in leadership, team management and motivation, delivering in more senior roles and organizational change management.  She combines a straightforward, commercial and analytical approach with an ability to quickly develop productive relationships and inspire lasting change.

CoachDirectors Team: Anne

Lynn Watkinson

LYNN WATKINSON is account manager of our corporate clients.  She is a creative and down to earth executive coach with experience gained working in travel, telecommunications, retail, FMCG, professional and financial services. MCIPD qualified, with a 17 year career in Human Resources underpinning her practice, Lynn has a great understanding of what it takes to thrive in organisational life at all levels. Her passion to develop people and teams has seen her delivering programmes across Europe, Brazil and Russia. Inevitably, the importance of coaching and challenging the senior teams she partnered throughout her career in HR provided a natural progression to the coach profession.  She has also recently qualified as a company coach too.

RICHARD STAVELEY is practice lead within our company coaching (SME) team.  He is an executive coach with over 25 years’ experience in business. His extensive knowledge of general management in UK and global companies enables him to understand the experience of board executives and department heads. Working overseas has also provided him with huge knowledge of different cultures. Richard has held several commercial leadership positions including his time on the board of IBM’s 'Public Sector' where he ran their defence practice. In addition, he has led international teams following spells in the USA and Middle East where he ran IBM’s Oil and Gas business for the BP account. He broadened his government experience with a secondment to the Department of Energy and Climate Change to run the Carbon Budgets team.  In his early career Richard was in the Royal Navy where he led a diving team of 8 Royal Marines. Richard is a Saxophone player and enjoys the fulfilling world of improvisation.

CoachDirectors Team: Richard