Coaching · Supervision · Spiritual Practice

Organisational Change Consultant, Executive Coach and Coach Supervisor for senior leaders in healthcare and complex organisations

I’m Ali Dubbins – Chartered Fellow of the CIPD, ICF Professional Certified Coach, ICF CSS Supervisor. Over thirty years leading HR, OD and organisational transformation across Europe, the Middle East and the UK. Over 3,000 coaching and supervision hours with clients across diverse industries and global geographies. I work with executive leaders, professional coaches and corporate leadership teams virtually and in person.

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Professional grounding
  • ICF Professional Certified Coach
  • Diploma in Coach Supervision, CSA
  • Chartered Fellow, CIPD
  • Spiritual Companions Trust UK
Meet Ali

Co-creating partnerships for clients at their own crossroads

Following over thirty years of working internationally in the fields of human resources, organisational development and sales and marketing, I started my first coaching and consultancy practice, PotentiaCoach Ltd, in 2010.

I have intentionally curated a focused suite of services as a gateway into ways of working with my clients in this emerging phase of my work and purpose — allowing the unlocking and flourishing of hidden possibilities and untapped gifts.

Humility is the door to insight.

Offered quietly by a dear mentor, in an enquiry into awakening.
More about Ali
Ways to work together

Choose your pathway

Work, leadership and professional practice

Executive Coaching

A confidential, collaborative space to think and feel more clearly at a crossroads.

“I think coaching is an absolute must if you want to develop and progress as an individual. Ali has been transformational for me. She has given me insight into my behaviours and what drives me and more importantly the tools to deal with situations both planned and unplanned. My resilience and inner strength I now recognise and I have the ability to tap into this when needed. This is serving me well in my personal and professional life.
I believe coaching is a key ingredient for success in life and better prepares you for life and its challenges – I just wish I had invested in myself sooner.”

Dr Nisha Sharma
Consultant Breast Radiologist and Director of Breast Screening, NHS
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Coaching Supervision

A reflective space for coaches to deepen practice, wellbeing and quality of work.

“I had the privilege of working with Ali during my ICF ACC coaching certification, where she supervised my practice and supported me throughout 2025 on my journey to successful accreditation in early 2026.

My experience with Ali has been extraordinary. One of her greatest gifts is her ability to hold space for the uncomfortable. I always felt seen, heard, never judged, and fully honoured in all my messy humanness. She has a razor-sharp, yet soft, way of pinpointing and mirroring back what is true, often in ways that jolted me into seeing my coaching, my behaviours and beliefs with fresh eyes.

Such a joy having her as a partner on my professional coach development path. I hope there will be much more magic to come over the years. I can only recommend her; lucky are those who get to spend time in her presence. Thank you, Ali.”

Charles Oldroyd
HR Director and Executive Coach, France
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Leadership and Organisational Development Consultancy

Building the leadership behaviours and conditions that shape a high-performing culture.

“Ali is a consummate professional: knowledgeable, experienced and skilled. I have worked with Ali on a number of occasions providing senior OD support for team development, EDI, QI and service delivery improvement. Ali is able to digest information quickly and work with senior leaders to design and deliver organisational and bespoke solutions. I would highly recommend her.”

Christine Brereton
Chief People Officer, NHS, UK
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At a crossroads

When familiar answers no longer fit

You may be standing at a crossroads, moving through transition, carrying questions that no longer seem satisfied by familiar answers, or sensing that the way you have been living or leading no longer feels fully aligned with who you are becoming.

We won’t solve our problems, individually or globally, with what we already know. We need a new way of seeing and exploring possibilities — and the courage to remain with not-knowing long enough for something truer to emerge.

Something in life or work is asking to change.
You want space to think and feel more clearly.
You are seeking a more coherent way forward.
At a crossroads

Three unhurried steps

01
Start with a conversation
We talk about what has brought you here, and what you are hoping for.

02

Choose the right form of support
Together we agree the most appropriate service and way of working.

03

Create space for what emerges
We begin a confidential, collaborative process at a pace that suits you.
testimonials

Client voices

“I think coaching is an absolute must if you want to develop and progress as an individual. Ali has been transformational for me. She has given me insight into my behaviours and what drives me and more importantly the tools to deal with situations both planned and unplanned. My resilience and inner strength I now recognise and I have the ability to tap into this when needed. This is serving me well in my personal and professional life. I believe coaching is a key ingredient for success in life and better prepares you for life and its challenges – I just wish I had invested in myself sooner.”

Dr Nisha Sharma

Consultant Breast Radiologist and Director of Breast Screening, NHS
“I am Ali’s Supervision Supervisor – I’ve known and worked with Ali as her Supervisor since she trained with us in February 2025. What will it be like to have Coach Supervision with Ali? Ali is extremely professional with a wealth of experience and training behind her. She is intelligent, aware and curious about self and other and cares about her relationships with clients and their progress. The integrity and the ethical basis from which Ali works shines out. I love her excitement, enthusiasm and commitment to whatever she does professionally. I am always amazed by the level of expertise and her background knowledge gleaned across many years of training and experience and respect both the work she does with her clients and the deep level at which she works. I would have no hesitation in recommending signing up to work with her.”

Miriam Orriss

Director of Coaching Supervision Academy Ltd
“Ali’s beliefs and values in organisational development are at the core of the way she inspires others to buy into key changes that help drive the business towards a high-performing culture. Her openness to listen to views with a critical and constructive mind enables others to see things from multiple angles and thus see the bigger picture. She is a firm supporter of developing people from within and acting as both a team player and a leader. While working with her, I found her to be open to discussing challenges on the Management Development Programme we worked on, always supporting any decisions and recommendations I would make. I would highly recommend Ali in any OD role.”

Michael Pagnotta

Executive Leadership Advisor, The Mindshift Group
“Super-Vision: When I have felt the presence of wisdom, it is in the company of those who show humility, who remain curious, free of the need to judge, happy to walk with you on your path and who sit comfortably with falling, sometimes failing and often not knowing, while holding a safe yet magical space full of opportunity. This is how I feel when I sit in the company of Ali. In truth, this is not a ‘new age’ way of working; this is an old and wiser way that is a much-needed antidote to the always switched-on, wanting to be seen, wanting to problem-solve and wanting to show value world we find ourselves in today. For anyone wanting something different that is rooted in the wisdom of the past, I urge you to sit with Ali.”

Michaela Pinchard

Senior leader of adult social care, Public Health, UK
“I had the privilege of working with Ali during my ICF ACC coaching certification, where she supervised my practice and supported me throughout 2025 on my journey to successful accreditation in early 2026. My experience with Ali has been extraordinary. One of her greatest gifts is her ability to hold space for the uncomfortable. I always felt seen, heard, never judged, and fully honoured in all my messy humanness. She has a razor-sharp, yet soft, way of pinpointing and mirroring back what is true, often in ways that jolted me into seeing my coaching, my behaviours and beliefs with fresh eyes. Such a joy having her as a partner on my professional coach development path. I hope there will be much more magic to come over the years. I can only recommend her; lucky are those who get to spend time in her presence. Thank you, Ali.”

Charles Oldroyd

HR Director and Executive Coach, France
“Working with Ali has been a revelation. She helped me distil the issues I was dealing with in a way that I could digest and then address. Ali is warm, easy to talk to, and very insightful. Highly recommended.”

Jerry Chen

Partner, TechKnowledge Law Group LLP, USA
“Ali has been my professional coach for over a year, through a period of change and transformation. Ali has a supportive, thoughtful and measured approach and has helped me work through a number of issues and develop solutions that reflect my own values. Ali is kind and compassionate and deeply committed to supporting her clients. I would strongly recommend her as a coach – she is fantastic.”

Nicola Evans

Partner, Browne Jacobson LLP, UK
“Ali has been my professional and personal coach for over a year now, and her approach to coaching has been fundamental to support one of my most significant professional and personal transformation periods. Her experience with Ontological Coaching allied with her vast business experience makes her an ideal partner for anyone who is looking to uncover their potential in life. I highly recommend Ali to anyone looking for a coach who will go beyond career and work. Ali has the gift to illuminate different areas of your life so you can bring them all into one coherent path.”

Fabio Oliveira

Head of Innovation, Australia
“When I came to Ali I was looking for deep personal change. Previous experience of being coached had really helped me to make positive changes in my life, but I felt the need for a deeper, more sustainable shift so that I could live a more meaningful and fulfilling life. Working with Ali over a period has completely transformed my perspective on life and, as a result, has opened up a world of possibilities for me. Ali skilfully supported me to reconnect with my core purpose and to have the courage to show up in the world as I am, without fear or shame. Ali is deeply committed to sitting by your side as you journey through transformation, is hugely compassionate, and holds a safe space for you to grow and develop in a way I have never experienced before. I would highly recommend Ali to anyone who is serious about embarking on a journey of deep personal change.”

Michaela Pinchard

Senior leader of adult care and social care, Public Health, UK
“Ali is a consummate professional: knowledgeable, experienced and skilled. I have worked with Ali on a number of occasions providing senior OD support for team development, EDI, QI and service delivery improvement. Ali is able to digest information quickly and work with senior leaders to design and deliver organisational and bespoke solutions. I would highly recommend her.”

Christine Brereton

Chief People Officer, NHS, UK
Dana — giving back

Growth and generosity aren't separate paths.

In many spiritual traditions, this practice is known as dana: giving freely, without attachment to what comes back to you. Each year, a minimum of 1% of income after costs is donated to a small group of charities I care deeply about.

When you work with me, a small part of that investment ripples outwards — into the hands of people and causes doing important work in the world.

  • Médecins Sans Frontières
  • Crisis
  • Global Citizen
  • Mind
  • CARE
  • The Hunger Project
  • Worldwide Cancer Research
  • World Animal Protection
  • Born Free Foundation
  • World Land Trust
  • Friends of the Earth
  • Medecins Sans Frontieres
  • Crisis
  • Global Citizen
  • Mind
  • Care
  • The Hunger Project
  • Worldwide Cancer Research
  • World Animal Protection
  • Born Free Foundation
  • World Land Trust
  • Friends of the Earth
Discover the causes I support →
Book project 2026 — 2028

The Landscape Within:

Conversations on the Inner Journey to Awakened Spirituality and Peace

A collaborative piece of writing bringing together widely known public figures and little known spiritual, faith and community figures to share what brought them to their faith and their work.

The intention is a draft by mid 2027 with a view to publishing in early 2028. Proceeds from sales will go directly to each contributing author’s chosen charity, with a small percentage held back to cover printing costs.

Follow the project

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