
Before focusing on self-concept, I spent over three decades as an osteopath. That work taught me early on that you can’t force change into a structure — you have to understand how it’s organised, and allow it to adjust from within.
That same understanding sits underneath everything I do now. I work with business owners, professionals, and leaders who’ve already tried effort-based change and insight — and who sense that something deeper is shaping the patterns that keep repeating.
If that description fits, we can talk and see whether this way of working makes sense for you.
Most people who feel stuck aren’t seeing the wrong things — they’re seeing through a very tight frame of attention, focusing on a small slice of experience while the wider landscape fades into the background.
I’ve spent much of my working life drawn to disciplines where perspective matters: osteopathy, photography, and self-concept work. Very different fields — yet all grounded in the same principle: lasting change doesn’t come from force or effort, but from understanding how something is organised.
In photography, a lens doesn’t alter reality. It determines what comes into focus, what recedes, and how the scene is held together. A telephoto lens can magnify a single detail until it dominates the frame. A wide-angle lens reveals context, relationships, and proportion. Neither is right or wrong — but each tells a different story.
We do the same in how we see ourselves. At times we zoom in on our flaws until they fill the picture. At other times, we pull back and see how those same details sit within a much larger whole.
My work is about mentoring people in how to recognise the lens they’re using — how their experience has been filtered, interpreted, and remembered — and what becomes possible when that perspective shifts.
If any of this resonates, even slightly, why not pop your curious hat on and have a friendly chat to share you're views, ask questions, simply connect on this very different way of seeing ourselves and the world.
For over thirty years as an osteopath, I worked with structure. Not symptoms, but the underlying organisation that creates symptoms.
I learned that lasting change doesn't come from treating pain—it comes from reorganising how the system is structured.
I noticed something else. Many of my clients' physical problems were connected to how they saw themselves. The chronic tension in their shoulders mirrored the weight they carried in their identity. The recurring back pain reflected the unsupported patterns in their lives.
That's when I discovered Self-Concept coaching—the same structural work I'd been doing with the body, applied to identity. Instead of reorganising physical structure, I help people reorganise their self-concept by widening the scope of what they notice and recategorising their experiences.
The principle is the same: you can't force a system to change. You have to understand how it's organised and then shift the structure itself. When you reorganise your self-concept, behaviour changes naturally—not through willpower, but through alignment.


“In just a few weeks of coaching with Ian I’ve experienced a timely recalibration of the way I think, feel and act. Our sessions have brought focus and clarity in key areas of my life, resulting in renewed energy and purpose.
Ian brings profound insights, a wealth of experience, and comprehensive resources which will definitively shape my planning, productivity and results over the next 12 months.”
Alun Leppitt


“Ian really helped me get a much deeper understanding of not only how I approach work and interactions with colleagues, but also how they interact with me. Its been very beneficial in understanding how to tackle workplace conflict as well as working cohesively as a team. I have also been able to take the information and apply it to my personal life which has been an added bonus. Ian is helpful, friendly and always available for a chat.”
Alasdair Morgan

Work directly with me to reorganise your self-concept and create lasting change and a dynamic identity.

Join a small group of people working on similar patterns—stress, overwork, people-pleasing, procrastination.

I teach Self-Concept methodology to organisations and teams. Workshops range from 90-minute introductions to full-day deep dives


“I have known Ian as my go to Osteopath for over 5 years and in 2020 I decided to use Ian to bring coaching support into my business at the start of the first lockdown.
The value of the work undertaken has reduced stress levels in the firm, drawn out our strengths as a team, defined areas of development and increased individual emotional intelligence.
We regard Ian as a very important part of our business and it is always a genuine pleasure to spend time together. Ian has consistently gone above what we would expect and is prepared to think outside the box to ensure the coaching we receive is tailor made to our needs. Highly recommended.”
Justin Wade


“When I was first asked to complete a workplace profile by my employer I was a little sceptical I have to admit. However, once I got the results and had a session with Ian I was stunned how accurate it was.
I had several individual sessions with Ian and a group session with my colleagues. I am now so grateful to my employer for recommending I go through this as it has made me realise my strengths and pushed me to move forward with things I was holding back doing.
I have also recently had a few sessions with Ian for personal reason, I feel so at ease talking with him, I could talk to him for hours. I cannot recommend him enough.”
Lisa Peckover

Widen the Lens. Change the pattern. When you see yourself differently, everything changes.