Alice Armstrong Scales is a certified High Performance Coach and NLP Master Practitioner, with over twenty years of experience helping individuals unlock their potential and thrive in all areas of life.

Her coaching journey began in Paris, where a six-month trip turned into 24 years and a thriving coaching business supporting French executives. She quickly discovered that their challenges were not only about communicating in English but were deeply connected to confidence, self-talk, and mindset. That realisation led her to train in Neuro-Linguistic Programming (NLP), where she witnessed transformational change in her clients and found her true calling.

After building a successful business and raising three children in France, Alice experienced burnout in 2011. It became an important turning point that deepened her purpose. Immersing herself in neuroscience, mindset, and performance psychology, she committed to understanding how to create sustainable success without sacrificing wellbeing.

Now based between London and the Berkshire countryside, Alice works with clients worldwide.