Nobody wants to show you the hours and hours of becoming. They’d rather show you the highlight of what they’ve become.

Our Services: Coaching

Ready to lead differently? Whether you're rethinking how your organisation creates value, stepping into a bigger role, or integrating AI purposefully, coaching gives you the clarity and confidence to move forward — because organisations only change as much as their leaders do.

At Northshore, I partner with leaders at enterprises and startups navigating complexity and change. My approach is holistic — integrating head (clarity and strategy), heart (values, purpose and relationships) and body (energy, presence and somatic intelligence) — because lasting change engages all three, and because your teams don't follow the values deck: they follow what you do under pressure.

Together, we’ll shape a path that aligns your values, strengths, and vision with the realities of modern product-led, AI-enabled organisations.

Looking for coaching on personal, whole-life goals beyond a leadership context? That practice has its own home at martinahodgesschell.com

A holistic approach: head, heart and body

Most coaching stays in your head. Real transformation doesn't.

• Head — sharpen your thinking, make sense of complexity, set direction, and decide with confidence.

• Heart — reconnect with your values and purpose, build resilience, strengthen relationships, and lead with care.

• Body — tune into what your body already knows: energy, stress signals, presence. We draw on somatic practices and, if you choose, Equus Coaching — embodied learning in partnership with horses.

Working across all three, you don't just leave with better plans — you change how you show up. That's what makes goals stick, at work and in life.

Is this the right time for coaching?

Coaching is most powerful during moments of transition, growth, or strategic inflection. You might be ready if:

• You’re shifting your organisation toward a product operating model

• You’re exploring how to integrate AI responsibly and strategically—beyond hype or tools

• You want a thinking partner as you establish, scale, or transform a product, design, research or innovation practice

• You’ve stepped into (or are preparing for) a more senior leadership role

• You’re being asked to lead through ambiguity—and want greater clarity and confidence

• You’re feeling burnt out, misaligned, or unsure how to evolve your role

• You’re considering a significant career or life transition and want to do it intentionally

• You know the organisation can only change as much as you do — and you're ready to do your own work alongside the transformation

Wherever you are, coaching creates space to realign, build momentum, and move forward with clarity and purpose—toward your own True North.

Who I work with

My clients are often CxOs, VPs, Heads, Directors, and Practice Leads across Product, Design, Innovation, and Data. What connects them isn’t the title—it’s a shared commitment to:

• Leading with clarity and care

• Creating real customer and business value

• Evolving how their organisations work

What we focus on

Our work typically spans three interconnected areas: people, products, and practice.

Common themes include:

• Evolving to a product-led operating model

• Embedding AI in ways that are ethical, intentional, and value-driven

• Setting clear strategic direction—and bringing others with you

• Strengthening cross-functional collaboration and decision-making

• Coaching and empowering leaders and teams to thrive

• Designing adaptive, resilient ways of working

• Establishing or maturing product, innovation, or design practices

• Navigating promotions, role changes, or organisational shifts

• Reconnecting with purpose when leadership feels heavy or unclear

• Building sustainable energy and presence — from managing stress to leading with your whole self, so you can carry the change without burning out

Think of our sessions as a dedicated space to reflect, sense-make, and grow—supported by someone who understands modern leadership challenges firsthand.

Outcomes clients see

Clients use our work together to:

• (Re)shape their product operating model

• Lead AI adoption with clarity and confidence

• Set up their own business

• Step into senior leadership roles with greater presence

• Move from burnout to alignment

• Make intentional career pivots

• Build leadership practices rooted in authenticity, impact, and care

• Navigate major career or life transitions with direction and confidence

How I coach

There are no rigid, one-size-fits-all frameworks here. Instead, we use a co-design approach (drawing on my background in user-centred design, product leadership and org transformation) to shape a journey that is uniquely yours.

Some clients prefer deep, reflective sessions shaped by powerful questions. Others value a more mentoring-style approach, grounded in real-world product leadership and organisational transformation experience. Most choose a blend, and we’ll adapt as your needs evolve.

Whatever the blend, we work holistically. Alongside deep thinking (head), we make room for what you value and feel (heart), and for what your body is telling you (body) — because insight that isn't embodied rarely survives contact with a busy calendar.

Coaching is an active, collaborative journey that thrives on your curiosity and commitment. Because true leadership is grown from the inside out, you remain in the driver’s seat. You bring the topics, the challenges, and the willingness to explore; I bring the mirror, the map, and the honest challenge. While I’m here to support your growth every step of the way, the most profound breakthroughs come from the work you do—the reflections you sit with and the brave actions you take between our sessions.

I’m accredited by the International Coaching Federation (ICF) and adhere to its Code of Ethics.

Coaching packages

Choose from these popular starting points, or we can always craft a bespoke arrangement tailored to your specific goals and pace.