Hello, I’m Simon Welsh!
Executive Performance Coach & Coaching Psychologist
My Services
I built EPOS after more than two decades in senior leadership.
I understand sustained pressure.
Executive-level responsibility.
Constant availability.
The slow accumulation of stress that rarely announces itself.
For many leaders, performance remains high - but sleep shortens, energy fluctuates, body composition drifts, and recovery becomes inconsistent.
Presence at home narrows. The internal cost rises.
EPOS rebuilds the structure beneath performance.
It integrates physiology, psychology, nutrition, identity, and behaviour into one operating system - so you can sustain high output without eroding your health or relationships.
This is structural work.
The Executive Performance Operating System (EPOS)
The Four Pillars
These pillars develop together. Each strengthens the others.
Energy & Recovery Stability
Sleep deepens.
Stress load reduces.
Recovery becomes consistent.
Energy steadies across the week. Decision quality improves. You feel less volatile under pressure.
Physical Resilience & Health
Strength and fitness increase.
Excess body fat is reduced.
Lean muscle improves.
Metabolic markers stabilise.
Your body supports long days instead of resisting them.
Nutrition stabilises energy and supports hormonal and metabolic health.
Cognitive & Mental Performance
Focus sharpens.
Thinking becomes clearer under sustained load.
Emotional regulation strengthens.
You remain composed when decisions carry weight.
Identity & Behaviour Integration
Habits embed into daily life.
Standards align with action.
Boundaries hold under pressure.
Over time, performance becomes automatic - even during travel, business, and real-world demands.
Behaviour shifts from effort to identity.
The First 120 Days
The initial phase stabilises the system.
Most leaders experience:
• More consistent sleep and recovery
• Improved strength & reduced excess body fat
• Greater energy stability across the week
• Increased heart rate variability
• Lower resting heart rate
• Clearer cognitive performance
• Better control of appetite & energy crashes
• Greater presence at home
Energy leakage reduces.
Volatility decreases.
This phase builds a stable physiological base.
When Performance Becomes Automatic
Between six and twelve months, the shift deepens.
Training feels normal.
Nutrition becomes structured without rigidity.
Sleep protection becomes instinctive.
Recovery is planned.
Boundaries hold.
Identity and behaviour align.
Performance becomes durable.
Who I Work With
Senior leaders operating in sustained, high-responsibility environments.
Individuals who value achievement and are ready to protect the biological and psychological foundation that allows it to continue.
This work is personal.
It requires commitment.
It delivers structural change.
Begin the Conversation
If this reflects where you are, book a private strategy call.
We assess your current performance architecture, identify where the system is leaking energy, and determine whether EPOS is the right fit.
My Story
A journey of transformation, resilience and reinvention
With over 25 years of leadership experience across global brands including Apple, du Telecom, and Cenomi Group, my career has taken me through some of the fastest-moving, most demanding environments in business.
I’ve led large teams, driven transformation, and navigated high-stakes moments across industries, countries, and cultures.
But the real story behind my coaching began long before I ever trained as a psychologist.
Why I now Coach
Behind the leadership roles and the achievements, I carried years of unprocessed trauma, periods of anxiety, and repeated cycles of burnout.
I pushed through stress, ignored my own well-being, and lived on habits that gradually broke me down. My health declined. My clarity faded.
Despite appearing successful on the outside, I felt misaligned and exhausted on the inside. Eventually, the way I was living stopped working.
I rebuilt everything - not through quick fixes, but through deep self-work, education, lifestyle redesign, and confronting the beliefs and patterns that were quietly running my life.
The transformation was not instant, but it was sustainable, and it changed everything.
My identity, my confidence, my health, and my path.
That experience is why I coach today. I’ve lived the pressure, the misalignment, the burnout, and the reinvention.
I understand how high performers succeed, and I understand how they fall apart - because I’ve been both.
And I know what it takes to change it.
I believe transformation begins with understanding who you are — truly — before you try to change what you do. Clarity creates confidence, and confidence creates momentum.
My work blends coaching psychology, leadership experience, behavioural science, and lived insight. I help clients explore the beliefs, habits, and patterns shaping their lives, and support them in replacing what no longer serves them with what does.
A few principles guide everything I do:
Self-awareness is the foundation of meaningful change
Growth requires honest reflection and courageous action
Small, consistent steps create the biggest long-term shifts
Mindset shapes perception, behaviour, and results
Coaching is a partnership — not instruction
My role is not to give answers, but to create space: space to think, to feel, to challenge assumptions, and to unlock the potential that’s often buried beneath stress, expectation, and self-limiting beliefs.
My Coaching Philosophy
How I work with clients
I create a coaching environment that is grounded in psychological safety, trust, empathy, and challenge. I listen deeply, ask directly, and help clients reconnect with the parts of themselves they’ve often neglected in the pursuit of success.
Clients describe working with me as:
Clear and grounding
Challenging in the best way
Emotionally safe but never passive
Perspective-shifting
A catalyst for clarity, resilience, and alignment
My goal is simple:
To help you think better, feel better, and live better — authentically, in a way that lasts.
If you’re ready to realign how you live and lead, I’d love to support your next chapter.
The Circle of Better Life
As a Hintsa Certified Coach, I’m qualified in a method developed by Hintsa Performance, a global leader in sustainable high performance and coaching – with methods proven in Formula 1 and Fortune 500.
Over 30+ years, Hintsa has coached elite athletes and top executives to achieve a better life, and consequently, lasting high performance.
Trusted by leading organisations, elite athletes, and global leaders - Hintsa-supported Formula 1 drivers have won 19 World Driver Championships and 90+% of all races in the past 12 seasons.
The Hintsa method is rooted in the Circle of Better Life. Developed by Dr. Aki Hintsa in his work with African Olympic long-distance runners in the early 1990s, and later in Formula 1.
The 7 elements of the Circle of Better Life are based on 30+ years of science-based development. It’s not just theory – stress-tested in some of the most competitive sporting and business environments on the planet, the methodology has stood the test of time.
Imagine a wheel constructed of seven components. If one part breaks down, the wheel stops spinning. For the wheel to turn smoothly, all parts need to be in balance. Hintsa’s Circle of Better Life represents the integrated nature of wellbeing, health, and performance to build sustainable success, for life.
My Coaching Journey
For two decades, I led and coached multi-national sales operations teams across the UK, Europe, and the Middle East. My career spanned scaling start-ups, transforming multinational operations, and leading large commercial teams - giving me deep, first-hand experience of the challenges and pressures leaders face.
2000 – 2020 | Leading & Coaching Global Teams
At 40, after 20 years in leadership, I made the bold decision to return to education, pursuing an MBA to strengthen my profile. Despite not having an undergraduate degree, I graduated in the top 5% of my class - proof that growth is always possible, no matter the stage of your career.
2020 | A Return to Education
2021 | Discovering Coaching
Preparing to re-enter the corporate world, I struggled with self-doubt and imposter syndrome. Seeking support, I turned to coaching - and it transformed my life. Coaching helped me reframe my mindset, shift unhelpful behaviours, and rediscover my confidence and purpose.
Recognising the profound impact coaching had on me, I returned to education again, completing a Master’s in Business & Coaching Psychology. I launched my own Performance Coaching Practice, combining psychology with lived leadership experience. I saw how common it is to feel stuck - and how powerful a shift in perspective can be in unlocking progress.
2022 | Coaching Becomes a Calling
Today, I draw on more than 25 years of leadership experience and deep expertise in coaching psychology to help individuals and teams unlock sustained, high-level performance. My approach integrates holistic wellbeing with evidence-based coaching, supporting people to thrive not just in their work, but across every part of their lives.
2025 | Helping Others Grow
My Credentials
Certified Business Coaching Psychologist (CBCP)
The Association for Business Psychology
Hintsa Certified Coach
Advanced training in holistic performance and wellbeing coaching.
Member, International Coaching Federation (ICF)
The world’s leading professional body for coaches.
Master of Science, Business Psychology & Coaching, with Distinction
Edinburgh Business School, Heriot-Watt University.
Harvard Leadership Accelerator
Executive programme in leadership and high-performance management.
SAFe Agilist Certification
Certified in scaling agile frameworks for organisational transformation.
Master of Business Administration (MBA) with Distinction
University of Aberdeen, UK.
Diploma in Strategic Management & Leadership
Specialist training in organisational strategy and leadership effectiveness.
PRINCE2 Project Management Practitioner
Internationally recognised certification in structured project delivery.
Agile Project Manager Practitioner
Professional training in agile methods for adaptive project leadership.