Self-belief School

Let us show you how to live bravely

live bravely


Self-belief is at the heart of everything you do (or don’t) create in your life. Developing self-belief isn't about luck or information or finding a 'hack' for procrastination. It's about uncovering all the ways you have been told by the world that you are not enough, or too much.


Self-belief School is where you learn how.


We show you how to untangle the beliefs that leave you second-guessing, over-thinking and worrying about what everyone else thinks.

We’ll help you to own your strengths and gifts and to live in ways that bring you more fulfilment and meaning.

You’ll learn how to have your own back, to live with boundaries and values, to let go of needing so much external validation; how to voice your opinions, ideas and preferences and say yes to the projects that excite you (even if they are also a bit arse-clenchingly scary).

This is not about white-knuckling through life. It's about becoming the Healthy Adult you always needed.

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If you are fed up with holding yourself back creatively, professionally, relationally, but you don’t know how to change things, Self-belief School is for you.

Why this matters

4% of women worldwide consider themselves “beautiful”. Over half of women agree they’re their own worst beauty critic.

- Dove Self-esteem Project, 2020

73% of women state they lacked the confidence to pursue a job opportunity beyond their experience, ask for a promotion, or request a raise.

- KPMG Women’s Leadership Summit, 2020

One in two women feel more self-doubt than self-love. 60% wish they had more respect for themselves.

- The Body Shop‘s Global Self Love Index, 2021

Two thirds of women and half of men do not believe they are intelligent or confident in their ability to do their job.

- Confidence Statistics, CensusWide and McNaught Digital, 2021

Even though managers tend to see women employees as more effective than their male peers, women consistently rate themselves much lower.

- Zenger and Folkman, Harvard Business Review

60% of women have put off starting their own business due to feelings commonly associated with imposter syndrome.

- Royal Bank of Scotland, 2019

46% of men and 56% of women do not think they are liked by others.

- Censuswide, 2021


What we do

Self-belief School is where you learn how to heal the root causes of self-doubt, untangle from protective patterns, and how to create robust and resilient Self-acceptance, Self-worth, Self-trust and Self-belief (the best kind of selfies!).

Create a life that you actually like.


If you are an experienced practitioner and self-doubt is impacting your clients, Self-belief Coaching Academy is an evidence-based, trauma-informed programme using original tools and approaches.

A direct path to your coaching mastery.


Self-belief Coach Match is where you can find your coach. We have experienced practitioners with specialist wisdom, who have trained at the Self-belief Coaching Academy.

Life, career, business, creative and relationship coaches are available now!


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Why we do it

We are helping to build a world where it never occurs to you that you aren’t qualified, thin, experienced, capable, pretty or educated enough. Where you give something a try just because you want to.

We can show you how to trust yourself to be with any risk of failure or criticism or disappointment. You know that whatever happens, you’ve got your own back. 

Robust self-belief means we participate in the world as an equal part of it. We reject the entrenched cultural narratives that tell us, either: ‘you're not quite _____ enough’ or ‘don't get too big for your boots'.

We're all getting bigger boots. And more pockets (obvs).


What people
are saying

Working with Sas is like a having a wise sage, a best friend and a skilled therapist on speed dial.

- Sara Tasker, @meandorla

After Sas supported us to implement a stronger coaching culture, we are individually and collectively, better able to function as coaches within our organisation.

- Jamie Ward, Global Head of Organisational Development, BBC Worldwide

SBCA is the best investment you can make for your coaching mastery and practice.

- Marie Kenny

Our Founder

Sas Petherick

Sas Petherick has spent the last decade researching and coaching hundreds of humans on how to overcome self-doubt and connect to their self-belief. Her body of work is evidence-based, compassionate and life-changing.

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Courage & Spice

The podcast for humans with self-doubt

Hey guys and gals and non-binary pals! Courage + Spice is the podcast for humans with self-doubt, hosted by Sas Petherick. You can expect interviews with delightful humans, evidence-based resources and original proven coaching tools. If self-doubt is holding you back in your life, relationships, career, creativity or business, Courage + Spice is especially for you.

Take the quiz!

Self-doubt Archetypes



You’ve heard of personality archetypes, but you might not know there are twelve distinct Self-doubt Archetypes! Your Self-doubt is not an amorphous cloud of woe – it’s specific and personal to you. And it makes complete sense. Take the quiz and get your FREE archetype ebook delivered to your inbox.

“Throughout my years spent on self-awareness and development, I have completed soooo many quizzes and none have ever hit home in the way this did! It was a real OH SHIT moment. I found it so insightful, I’ve been telling my friends and whoever will listen to do this!” – Carly

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