About us
We founded The ADHD Coaching Academy to meet a growing need: people deserve high-quality, non-directive coaching that’s truly informed by ADHD. Our ethos is rooted in evidence-based practice, inclusion, and empowerment—we train coaches to understand neurodivergent minds and build courageous, trusting relationships that make a lasting difference.
We share our personal reasons, experience and drivers below.
Sally Cater
I create coaching programmes because I believe that inclusive, courageous relationships can transform lives, especially for those whose minds work differently. My mission is to equip coaches with the insight, empathy, and confidence to support neurodivergent clients in ways that honour their strengths and lived experiences. I integrate evidence-based ADHD psychoeducation into my training, helping coaches understand the cognitive, emotional, and behavioural dimensions of neurodivergence through a lens of compassion and science.
I’m an Accredited Senior Practitioner Coach with the EMCC, qualified to the highest ILM level in Advanced Coaching and Mentoring. My coaching style is shaped by over 2,000 hours of experience working with individuals and teams across industries including technology, healthcare, and automotive.
Earlier in my career, I worked with the British Red Cross, where I trained teams to deliver psychosocial support in times of crisis. That experience deepened my commitment to human-centred, emotionally intelligent practice.
I bring a whole-self, non-directive approach to coaching, grounded in trust, presence, and courageous relationship-building. Over time, I found myself naturally drawn to supporting neurodivergent clients, and interestingly, they were drawn to me too. That reciprocal connection led to a personal revelation: I discovered my own ADHD diagnosis, which brought clarity and resonance to many of my lived experiences.
Today, I design and deliver ICF and EMCC accredited coaching programmes, training coaches to deepen their understanding of neurodivergent minds and foster inclusive, psychologically safe environments. I’ve been honoured with awards for my work, and most recently recognised by my peers for my ability to build outstanding, courageous relationships—a skill I’ve honed over 30 years of leadership and people development.
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