I spent 20 years fixing the wrong thing.

I spent 20 years trying to fix something from the outside.

I started in furniture design, moved into IT consulting for banks and trading floors, then into advertising, then digital, then brand side. I changed jobs, titles, industries, and cities. Every time I thought the new thing would be the thing that finally made it click. Every time, by month three, the same restless boredom came back.

I was so unhappy and so insecure that I was medicating myself just to face another day at work. Not because the work was hard. Because I was doing something soul-numbing that I knew I shouldn't be doing, and I hated myself for it.

I tried everything. Therapy. Self-help books. Spiritual work. Partying. More job changes. Nothing held. The outside never fixed the inside. I just kept rearranging the furniture in a house I didn't want to live in.

The breaking point came when I realised I was medicating myself just to tolerate people I didn't even like. Something had to change, but I didn't know what.

In 2015, on a retreat in Ibiza, it finally came out. A sentence I'd been carrying since I was thirteen: be a coach. I'd known it for almost my whole life. I just didn't know what to do with a voice in my head that had no plan attached to it.

Five years of training followed. 1,500 hours of practice and supervision. Many days I wanted to quit. Slowly the resistance softened. I started coaching at my dining table in Amsterdam, working with creatives, founders, restaurant owners, CTOs. Small wins became real results.

I moved to Ibiza. I kept going, and I built a life I'm genuinely proud of.

I'm not at the end of this road. But I've been on it long enough to know the difference between progress and another lap of the same loop.

Peter Adams laughing, head thrown back, on the Ibiza coast
Peter Adams sitting at a cafe table

Why I work with women like you

Because I've been her. Not literally, but structurally. The external fixing. The restlessness returning. The gap between how capable you look and how lost you feel privately.

I didn't read about this. I lived it, exhausted it, and came out the other side.

The women I work with are sharp, capable, and sceptical of anything that sounds like vague coaching speak. Good. I am too. They don't need someone to hold space. They need someone to hold the mirror.

How I work

I'm direct. Sometimes sweary. Always warm. I don't circle around the thing. I go straight to it.

Half of what I do is deep pattern work: finding the loop that's been running underneath the overthinking, the people-pleasing, the avoidance. The other half is strategic accountability: making sure the insight turns into action that week, not next year.

Clients don't come to me for theory. They come because they're tired of understanding the problem and still not doing anything about it.

"He does not accept bullshit, and will give it back in a way that makes you smile." Marja Godvliet, Leadership Facilitator
"Peter is an incredible facilitator, very natural and always on point. It is so reassuring when you have someone in front of you who was meant to do what they are doing. A natural talent and someone you can trust all the way."
Eva Zahrawi Ruiz, Marketing and Brand Director
"His ability to tap straight to the core of what is really going on is a true gift. His style is a combination of his authentic humour and a potent mix of accuracy that enables you to look inside of yourself for the truth."
Louise Southam, Transformational Coach

If something brought you to this page, trust that.

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