Amy is a passionate and empathetic coach dedicated to helping women navigate change and achieve their potential. With a background in Psychology and two decades of experience at the BBC in TV Production, Digital Media, and Business Operations, she has honed her leadership and coaching skills in high-profile, fast-paced environments.
Throughout her career, Amy has led teams with authenticity and empathy, developing others while managing business operations for major BBC products like iPlayer and BBC Sounds. Her transition into coaching was a natural evolution, driven by her deep interest in people, problem-solving, and personal growth. Now, as the founder of Elevate Life Coaching, she draws on her expertise in business, leadership, relationships, and parenting to support and empower women, believing that change is always possible with the right support.
If your business could have a mascot, what would it be and why?
I would choose a seahorse as my mascot because it symbolises resilience, adaptability, and calm strength — qualities that are essential for personal growth. Despite its delicate appearance, the seahorse navigates changing currents with grace, representing the ability to embrace change with confidence. Spiritually, it is seen as a guide and protector, much like a coach supporting clients on their journey. Its unique and purposeful nature reflects my coaching philosophy: embracing individuality, moving forward with intention, and thriving through life’s transitions.
What strategies do you employ to maintain a healthy work-life balance while running your own business?
I’m a great believer in the restorative power of healthy sleep habits. I love Pilates and meditation, and I also try to keep my focus by continually coaching myself — what are my goals and why are they important to me? I spend time reflecting on my practice and visualising my goals, whilst being mindful of the importance of self-care.
When faced with unexpected detours on your business path, how do you pivot with grace and resilience, showing fellow women entrepreneurs the way forward?
I make sure the people I keep around me are uplifting, wise and supportive. Learning from those with different experiences or who have navigated a multitude of business challenges themselves gives me the strength and resolve to pick myself up and carry on.
How do you measure the success of your business beyond financial metrics, such as customer satisfaction or community engagement?
Testimonials are key! I ask for feedback and use it to improve, as well as become more aware of my strengths. Knowing you’ve made a lasting difference to someone’s life is always the most rewarding metric of all.
Can you share a memorable moment where you witnessed significant growth or transformation in your business, illustrating the impact of your services/products?
One of the most memorable moments in my coaching business was working with a team facing redundancy. When they first came to me, they were overwhelmed with uncertainty, self-doubt, and anxiety about their future. Many had been in their roles for years and felt unprepared for the job market and ongoing changes in their industry.
Through tailored coaching sessions, we focused on rebuilding confidence, identifying transferable skills, and creating standout CVs and interview strategies. More importantly, we worked on shifting their mindset — helping them see redundancy not as an ending, but as an opportunity for growth and new possibilities.
The most incredible moment came when, within just a month of their leaving date, every single one of them had secured a new job. Seeing their transformation from fear and uncertainty to excitement and empowerment was truly inspiring. It reinforced the impact of coaching and the power of resilience. That experience will always remind me why I do this work — to help people navigate change and come out stronger on the other side.
What role do you believe mentorship plays in the success of small businesses, and how have mentors influenced your own entrepreneurial journey?
A good mentor can accelerate growth by offering strategic advice, helping to avoid common pitfalls, and providing encouragement when obstacles inevitably arise.
In my own entrepreneurial journey, mentorship has been invaluable. When I first started my coaching business, I was passionate about helping others but unsure about scaling my services, marketing effectively, and managing the operational side of things. Having a mentor — someone who had already walked the path I was on — gave me clarity, confidence, and a roadmap for success.
What’s your work all about, and how does it make a difference in the world?
My coaching is focused on empowering ambitious women and working mums to thrive personally and professionally without burnout or guilt. I help them build confidence, set healthy boundaries, and redefine success on their own terms. By providing tailored support and practical strategies, I enable women to reach their potential, navigate career transitions, and lead fulfilling lives. The difference my work makes is in helping women succeed in a way that benefits not just themselves but their families, workplaces, and communities as well.
Social Links:
- LinkedIn: Amy Jonkers
- Instagram: @elevate_life_coaching_365
