Coaching · Speaking · Writing
Stop
Labelling.
Start
Becoming.
How would the world experience you if you showed up without a label? Refining this is 'the work'.
Trusted by people at
“Elliot helped me think more clearly at a point when I really needed it. We set simple, accountable goals — and the questions he asked stayed with me long after our sessions ended. I genuinely believe I'm a better leader and person for the time we spent together.”Senior Leader in Tech Sales · name withheld Read more testimonials ↗
Coaching
Facilitating a move from
unconscious repetition,
towards conscious participation.
A coaching practice grounded in Gestalt philosophy, resilient performance science, and a working belief that the self is not fixed; it is a constant and fluid state of being.
My interest in coaching began with a sentence I kept hearing when people learned I was about to (or had) row the Atlantic.
"I could never do that."
Said in a heartbeat, void of cognition. A ceiling, self-imposed before any real reflection.
That moment, repeated, became the reason Not a Noun exists. Not because crossing an ocean is the goal, but because the distance between what someone is capable of, and what they've limited themselves to, is the most consequential journey one can take.
The People
Elliot Awin
Kind · Calm · Intrepid · Grounding
I came to coaching through a combination of lived experience and deliberate study. After rowing the Atlantic solo and unsupported in December 2023, raising over £150,000 for charity and being named the British Heart Foundation's Heart Hero of the Year, I found myself increasingly drawn to helping people with the lessons I had learnt.
Before that, I spent fifteen years in business, founding, acquiring and directing companies in the wine trade, sitting on boards, and leading teams through periods of significant change. I know what sustained commercial pressure feels like from the inside.
My coaching is grounded in formal training: performance coaching rooted in military academia with Matrix Performance, a Certificate in Humanistic Counselling from The Gestalt Centre, and completion of the Advanced Executive Coaching programme at the Møller Institute, Churchill College Cambridge. I am accredited by the Association for Coaching as an Executive Coach.
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Pillar 02
Physical
Reclaiming autonomy starts with one question: is the thing you're chasing actually for you?
A lot of physical endeavour stems from borrowed ambition — the HYROX everyone's doing, the body type that fits the algorithm, or the training programme a colleague swears by. Chasing these is not wrong, as long as they align with your true sense of self.
The work in this pillar moves through four phases.
- Reclaim — establish what's borrowed and define what's truly yours.
- Define — articulate a goal you actually own.
- Build — commit to a daily structure that makes progress possible.
- Measure — track progress against metrics that genuinely mean something to you.
"Establish what you want. Then go get it."
Coming next
Professional · Mental
Speaking · The Book · Thinking
More sections in development.
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