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Based in Warwickshire. Working with leaders across Birmingham and the West Midlands.
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How We work
Senior leadership can be a lonely place. The higher the stakes, the fewer people you can speak to openly.
Executive coaching offers a confidential space to explore challenges, test thinking and gain perspective. Meaning you can make better decisions and lead with greater confidence.
We work with founders and senior leaders who want a trusted, independent coach. Our approach is direct, supportive and focused on what will make a real difference for you and your business.
Whether you are scaling a business, managing a team, looking to perform at a higher level or facing pivotal decisions, coaching will provide you with the ability to think more clearly, challenge more confidently and get the business results that matter most.
Our coaching is always tailored to you, the decisions you need to make and the conversations you need to lead. Our founder, Bob Armour, draws on a wealth of real-world experience and a deep understanding of the opportunities and pressures facing leaders in the West Midlands today.
I’ve got a global team, a fast-moving business and big decisions to make daily. Coaching with Bob gave me space to think clearly and lead better. Game-changing.
Philip Hogan
Bob's support has been instrumental to the rapid success and achievements of Rowles Recruitment.
Danielle Barrett
Bob has been invaluable in refocusing my business and helping me to feel excited again about my company and pushes me out of my comfort zone.
Karl Parkin
Bob demonstrated a profound understanding of our needs and challenges.
Matthias Aurand-Krau
I cannot speak highly enough of him. Bob is brilliant at what he does but also as a person, which is why I love working with Bob to help push my business forward.
Ellis Whitelaw
It’s changed how I lead the business and the difference has been immediate.
Stephen Essex
He’ll make you answer some tough questions and make you look within yourself at what’s really holding you back, but identifying and acknowledging these helped me build for the future of my business.
Sarah Chamberlin
If I could recommend one person who has genuinely made a difference to me and my business journey, it would be Bob.
Munira Khalifa
Working with Armour Coaching has accelerated my growth, confidence, and the opportunities I feel able to say yes to in immeasurable ways.
Zobiya Shukeel
Who is executive coaching for?
I work with founders and senior leaders who want space to think through decisions that matter to their business. You do not need to be in crisis to benefit from coaching. Often, the reason to start is that a decision deserves more thought than a busy working week allows.
Can we meet in Birmingham?
Yes. I’m based in Warwickshire and work with leaders across Birmingham and the wider West Midlands. Sessions can take place online or in person by arrangement.
What happens in the first conversation?
We’ll talk about what has prompted you to consider coaching and what you would like to change. It’s a confidential conversation, with no obligation to commit. It also gives us both a chance to decide whether working together would be useful.
What can I bring to an executive coaching session?
You can bring a decision you are finding difficult, a leadership challenge or a situation where progress has stalled. We will work with the real issue you are facing, including the pressures and people involved, rather than follow a fixed programme that may not fit.
How is coaching different from asking for business advice?
My role is to help you examine the situation and make a better-informed decision, not to take that decision for you. I bring experience of leading in large businesses and will offer challenge where it helps, while keeping the responsibility for your business firmly with you.
Can you work with our whole leadership team?
Yes. Alongside individual executive coaching, I work with leadership teams that need to improve how they make decisions and work together. If the challenge involves the team rather than one leader, we can discuss which approach would be more useful.
How long would we work together?
That depends on the challenge and what you want to achieve. We would agree the approach before starting and review whether the work is helping you make progress.