Alex Ede



Alex is a facilitator and executive coach with a 20 year multi-disciplinary career in leadership, change management, and organisation development.

Formerly working in the FMCG sector, Alex held a number of senior leadership positions prior to working in organisation development where he instigated a number of culture change initiatives focused on developing leadership, creating a coaching culture and building high performance teams. Alex played a key role in the Safeway/Morrison merger designing and delivering change management solutions whilst also establishing himself as the ‘coach of choice’ for leaders at all levels.

Alex’s style is engaging and down to earth – he delivers creative solutions which connect all levels in a client organisation. His approach is grounded in his firm belief that people perform better when they are both using their talents and enjoy what they are doing.

Talk to me about

  • My passion for coaching.
  • Using the power of coaching with groups or individuals to unlock potential and bring about sustainable change.
  • My genuine enthusiasm and sincerity for coaching shines through and I combine a down to earth realistic style with an intuitive understanding of the coachee.

The Rungs On My Ladder

  • Store Manager – Safeway
  • Project Manager – Safeway
  • Organsisation Development Manager – Safeway
  • Change Management/Coach – Morrisons

What I’ve Learnt So Far

  • Diploma in Performance Coaching – Middlesex University
  • Level A & B Psychometric testing – BPS
  • Psychometric tests: MBTI/16PF/FiroB
  • PRINCE2 project management
  • PRISM Brain Mapping practitioner
  • What I’ve really learnt is that for any intervention to make a difference to the organisation it must first make a difference to the individual.

My Stand Out Moments

  • Seeing the ‘light bulb’ come on during a coaching session and knowing it was a game changer.
  • Working with a particularly extrovert team and helping them realise that when they listen to truly understand it can be very powerful.
  • Being regarded as the ‘coach of choice’ for leaders at all levels during the Safeway/Morrison merger.
  • My son receiving his award for ‘outstanding contribution to music’ in his final year at University.
  • Slow exploration of the inland waterways in my narrowboat and fast navigation of river rapids in my canoe.

What Ignites My Fire

  • Coaching conversations ‘in the moment’ that help people see things differently.
  • Creating an environment where open communication, trust, integrity and challenging the status quo is encouraged.
  • Helping leaders develop a workforce who arrive in the morning because they want to, not because they have to.
  • Developing agile teams to establish a clear purpose, effective practices and where individuals have a ruthless commitment to succeed.
  • Recognising (perhaps too late in life) that happiness comes from people not things.

The Light I Steer By

I first heard this quote from Muhammad Ali when I started my coaching journey years ago, it is as relevant to me today as it was then. ‘Champions aren’t made in gyms. Champions are made from something they have deep inside them: A desire, a dream, a vision. They have to have last-minute stamina, they have to be a little faster, they have to have the skill and the will. But the will must be stronger than the skill.’

Sue Tye

Managing Director
07974 980971

Jane Addy

Delivery Director
07795 482 766