Welcome to Ad Florem

Embed new learning and new ways of thinking,
to build a high-performance culture.


In an ever-changing world, leaders are confronted with an overwhelming amount of challenges and it's easy to find yourself going through the motions at a very fast pace resulting a in silo mentality and a 'tick- box' approach to getting things done.

We support senior leaders to step back from the endless run of meetings and tasks, and take the time to focus on their leadership. With our help, you can:

  • Challenge the culture of meetings, meetings, meetings
  • Tackle the causes of poor relationships and negative behaviours
  • Address the lack of alignment between services
  • Drop the tick-box culture in favour of doing the right thing
  • Create ownership and accountability amongst your managers and teams

Providing a safe space to talk openly, we give senior leaders the opportunity to reflect on their strengths, challenges and aspirations as well as their own role in the process of change. We encourage a culture of lifelong learning and accountability at all levels of an organisation, starting with you.

To discover how your organisation can benefit from working with us, get in touch today



Mentoring Testimonial

Andrea is amazing. It's really as simple as that. For the first time, I was able to quantify the impact I had in each position I held and the steps I needed to take to reach my objectives. She was a tremendous mentor that helped me identify key skills I had never realized while giving me the tools to either embrace or adjust.

Josh St. Aubin, President at American Advertising Federation - Tampa Bay, USA

Coaching Testimonial

I have worked with Andrea over the last 18 months and I would highly recommend her superb style of coaching. She makes individual coaching sessions challenging and enjoyable and always productive. Her ability to get to the heart of the issue is nothing but instinctive and it means you are not dealing with a one-size-fits-all approach, but rather you are gaining invaluable insight into your own behaviours and drivers and those of others. I can honestly say that Andrea has made a tangible difference to the delivery of the services I lead, as well as my own personal effectiveness and direction. Many thanks for all your support Andrea, you have given me clarity of thought in chaotic times and during periods of great change within the NHS.

Jan Wilson, Clinical Lead Musculoskeletal Service – NHS, England


About Ad Florem

Andrea Goodridge

Ad Florem is an ambitious business, devoted to challenging leaders to challenge their thinking and behaviours in order to develop and grow outside their comfort zone; it’s not about ‘taking it easy’.

The team is led by Andrea Goodridge who has nearly 20 years’ experience working across private, public and not-for-profit sectors in Europe, USA, and Latin America; supporting senior leaders, clinicians and councillors to excel in their roles. Our approach is simple, honest, and challenging; with a clear purpose of improving performance and creating the conditions for positive change.

If you’d like to discuss how Ad Florem can boost your performance and growth, connect with Andrea on LinkedIn today