Meet Andrea Goodridge – Your ‘Soulful Challenger’
I create spaces for people who’ve spent years feeling the pressure to fit in, do what everyone else expects, and trying to be the ‘perfect’ partner, friend, parent, leader and all the other hats you wear. I’m here to help you feel like YOU again, but better.
Where I Come From
I grew up in a Northern, working-class family. Straight-talking, hardworking, honest, kind, and always looking out for one another.
We weren’t the ones to make a fuss. We just did what needed to be done. Because that’s the way we were. We shone softly, in our own way.
I remember back in the 70s as a kid, life was so simple. I felt free as a bird, letting my curious little mind lead me on endless adventures. Whether it was running down the donkey steps to play hide-and-seek in the woods, drinking water from the spring in the back field, or spending hours down by the brook, carving shapes into sand blocks.
I had no expectations or worries about what anyone else might say.
I just did my thing. Whatever felt right, without a second thought.
That Northern spirit taught me early on that there’s no one right way. Just your way.
Losing Myself in the Noise
But, as I got older, things started to change. Suddenly, it felt like everyone had an opinion on who I should be and what path I should take. And there it happened. I fell into the ‘slow burn of conformity.’ I stopped choosing, I started fitting in and pretending, and left behind the part of me that did things my way. That was, until my Gran shared a piece of wisdom with me in the mid-90s that sent me on a serious soul-searching mission!
Maybe you’re here because something inside you knows it’s time to start your soul-searching mission too.
"Working with Andrea is like talking to a really good friend, whom you trust implicitly and who doesn't tell you what to do but makes it seem as though you are the one doing all the solution finding."
The Moment That Changed Everything
I can still picture sitting in my Gran’s garden after having my eldest son, feeling overwhelmed as a new Mum. As I admired the flowers she cared for, I couldn’t help but feel like I was wilting under the pressure of trying to be everything to everyone.
In that moment, she turned to me and asked, “Are you looking after yourself?”
I remember looking back at her, not really understanding what she meant. And then, she said, “You can’t be a great mum, wife, daughter, friend, neighbour, boss, etc., if you’re not a great you. It all starts with you.”
Wow! Right there, in that moment, it hit me. There I was, juggling a newborn, settling into a new house, and trying to be Super Mum all at once. And in my desperate attempt to do it all, I’d totally neglected myself.
Just as her flowers needed the right conditions to flourish, I realised I needed to nurture my inner self to thrive in all my roles. My Gran’s advice wasn’t about being selfish, even though the thought of prioritising myself felt a bit guilty.
Choosing yourself can feel selfish, indulgent, even wrong. Especially if you’ve spent your life being praised for showing up for others. Because, we’re so conditioned to give, to fix, to serve. But rarely taught how to stay connected to ourselves in the process.
Her words were a gentle nudge to remember who I was. To reconnect with my true self so I could show up genuinely in every part of my life. Because somewhere along the way, in trying so hard to meet everyone else’s expectations, I’d unintentionally buried my true identity. And what was left felt empty. And lost.
"When I started working with Andrea, I'd lost my confidence and sense of purpose. Andrea helped me unpick what was really causing me stress. Now, I'm back to full strength, my team is clearer, and my work-life ratio is better. My family are happier too, because I am."
Maybe You’ve Felt That Too
Going in circles, running yourself ragged, trying to be who everyone else wants you to be, but never really getting anywhere or feeling any joy. It’s surprising how many people I know see this as the norm, not realising they’ve lost touch with who they are in the process.
So, after my Gran’s wisdom set me on this path, I found myself drawn to helping others reconnect with their true selves. I quickly realised that the struggle I felt, wasn’t unique to me or to being a new Mum. It was a challenge faced by people from all walks of life.
In essence, while we all carry our own hidden worries, they often feel very similar. Just expressed behind different masks.
You might tell yourself you’re ‘doing OK’, but deep down in your soul, you know you’re capable of so much more.
You are.
Let me help.
I offer a mix of free resources, my book and upcoming workbooks you can work through at your own pace, affordable events, and more in-depth coaching for those who want it. You choose.
What I Really Do
Since 2000, leadership coach has been my label, but what you really get with me is something much deeper – your Soulful Challenger. Think of me as that straight-talking friend who’ll challenge you to challenge yourself, but always with warmth, heart, and honesty.
It comes from who I am at my core. That Northern grit for cutting through the noise and saying it as it is, combined with deep compassion from walking this path myself.
Whether someone comes to me as an executive, a clinician, a full-time Mum, or somewhere in between. It doesn’t matter what title, or role they’ve picked up because I don’t work with labels. What matters most is who you are beneath all of that.
Over the last two decades, I’ve been working with my intuition and energy to support hundreds of people and teams embrace their authenticity, across three continents. And no matter who I support or what support I offer; it’s about putting yourself at the heart of everything. So, you can come alive from the inside. It’s about choosing you.
Over and over again, I’ve seen it. People who’ve spent years as the ‘go-to,’ the one who always does the ‘right’ thing, until one day they look around and realise they’ve lost themselves while trying to meet everyone else’s expectations and chasing external success. No matter what label they carry.
And when I share an updated version of my Gran’s message, I see a spark of recognition in their eyes. You can almost see the wheels turning as they think, “Hang on, she might be onto something here!” It’s pretty amazing to watch as they finally give themselves permission to prioritise who they are, not just what they do.
"Andrea really does know how to push your buttons! I'm used to mentors just telling you what to do. Andrea showed me the value of taking time to focus and reflect."
And Then Came Ad Florem
In 2015, I founded Ad Florem with a clear vision to help people put themselves at the centre of their life. The name Ad Florem may sound grand, but it has a simple and amusing origin. It was created during a family dinner when we were brainstorming names for my business.
My son suggested using a Latin word. That way, I’d have to explain every time someone asked, and everyone knows how much I love sharing stories. The only catch was that none of us knew any Latin! So, we decided to break our rule against using mobile phones at the dining table. With the help of Google Translate and some laughter, “Ad Florem,” which means “to flower” in Latin, was born.
The concept behind the name embodies my belief that when individuals get their foundations right; find the right environment; and look after themselves and their wellbeing; they thrive. Bringing my Gran’s wisdom true to life: It all starts with you!
Why I Created The Choose Lifestyle
In my two decades of supporting people’s growth, I’ve learned that meaningful development goes far deeper than what’s visible on the surface. While traditional programmes often focus on what I call the ‘external stuff’ – like managing performance, achieving goals, or building new habits and skills. I’ve seen how this approach misses what matters most.
That’s why The Choose Lifestyle focuses on your ‘internal stuff’ – your innermost thoughts, feelings, desires, wisdom, sensations, energy, and what I call ‘hidden clues.’ Because real change doesn’t come from changing what’s on the outside; it comes from cutting out the external noise, and understanding who you are within.
It’s a soulful, intentional way of living and leading that puts YOU at the centre. Because you don’t drift into authenticity. You choose it. To live it. To lead from it.
So, if you’ve ever felt lost, stuck, or pressured to be someone you’re not. Whether you’re questioning if you’re on the right path, picking yourself up after a personal setback, wanting to rediscover who you are beyond your label, or simply feeling that inner tug telling you something needs to change …The Choose Lifestyle is for you.
"It seems so obvious now. I don't know why I haven't thought of this before. I guess that's the power of giving yourself the time and space to think."
The Choose Lifestyle is for ‘Choosers.’
You’ll know if you’re a ‘Chooser,’ if you’re willing to:
- Slow down, go within, and choose yourself again and again.
- Step away from the external noise, the ‘shoulds,’ the masks, playing small, and fitting in.
- Let go of saying “I’m fine!” and trying to be the ‘perfect’ partner, friend, parent, leader and all the other hats you wear.
- Put yourself at the heart of everything, and give yourself permission to prioritise who you are, not just what you do. So, you can feel like YOU again, but better.
Because the people in your life don’t need the ‘pretend you.’ They need the ‘real you.’
How You Can Choose
I’ve created different spaces for you to practice choosing yourself, through reflection, exploration, connection and coaching.
- Choose through reflection: Free emails and notes that inspire you and gently nudge you to slow down, reflect, and reconnect with your own inner wisdom. ==> Subscribe to ‘Choose Authenticity with Andrea’
- Choose through exploration: My book “She’ll Do It Her Way,” is a memoir spanning four decades of stories and lessons from wise souls like my Gran, Dad, and many more. Each chapter acts as a mirror, reflecting moments you might recognise in your own life, and offers gentle invitations to reconnect with the real you. ==> Get your copy
- Choose through connection: Monthly, live sessions for paid subscribers where you can practice choosing the real you. Take intentional time out to reflect, explore, share what’s really on your mind, and get genuine support from others who understand. ==> Upgrade to paid subscriber of ‘Choose Authenticity with ~Andrea’
- Choose through coaching: Bespoke 1:1 coaching that helps you disconnect from the external noise and reconnect with your true self. Together, we’ll identify what you’ve been hiding behind, why, and gently peel back the layers of who everyone else thinks you should be, so you can feel like you again, but better. ==> Book a call to explore coaching
These different spaces are where you come when you’re done performing, tired of carrying everyone else’s expectations, and want to start remembering who you really are. They are invitations to show up, reflect, explore, connect, and choose yourself. Again, and again.
So, it’s only right that you get to choose how we work together. There’s no right place to start. Just your place.
"Now I'm fully aware of my values, purpose, and strengths. I feel more self-assured, happy in my role, and clearer about my future. Andrea's skill in peeling back the layers really helped me look at my inner core."
What Drives Me
At the heart of everything I do are five core values that guide how I show up for myself, and for the people and teams I support.
- Honesty: When I show up with honesty, it helps you show up as the real you. Not the pretend you, you carry around to make the world think you’re OK
- Compassion: When I show up with compassion, it helps you show up with compassionate presence. Not just turn up and go through the motions.
- Curiosity: When I show up with curiosity, it helps you challenge what’s going on at a deeper level. Not just at the surface level.
- Intentionality: When I show up intentionally, it helps you consciously choose how you spend your time, energy, and focus. Not just doing ‘stuff’ without soul.
- Creativity: When I show up creatively, it helps you see new possibilities for yourself to learn, develop and evolve. Not putting yourself last, playing small, and stagnating.
When you work with me, this is what you can expect: a straight-talking, compassionate, curious, intentional, and creative guide who’s here to help you reconnect with your true self and do things your way. Your Soulful Challenger.
As I’ve progressed, I’ve picked up a bunch of qualifications: coaching, mentoring, strengths, mental toughness, and emotional intelligence. But the foundation of who I am, isn’t something I learned on a course. It’s my innate ability to tune into energy and intuitive guidance. Like when you’re saying yes, but your energy’s saying no. I combine this natural gift with my professional expertise, to help you reconnect with your own inner wisdom, so you can feel like you again, but better.
As my Dad used to say, “She knows her stuff!”
You Choose
My book, words, gatherings, coaching, and this whole space is built around one powerful idea:
“It’s either important, or it’s not. You choose.” – My Dad.
No fluff. No excuses. Just straight to the heart of everything. And at the heart of everything is this: the most important choice you’ll ever make is choosing yourself.
Not in the picture-perfect, #selfcare kind of way. But in the real, raw, even-when-it’s-uncomfortable kind of way. Choices that put you back at the centre of your life, so you can shine softly.
So, let me ask you straight: Are you important enough to choose?
"If you're looking for an easy option, then Andrea isn't for you. But if you're looking for real challenge, support and success, then she most definitely is."
For My Mum and Dad
My Mum and Dad always found it hard to explain what I actually did. So, they’d proudly tell people who I worked with, which awards I’d won, or where I’d been featured.
This part's for them.
A glimpse of some of the organisations I’ve partnered with. I’ve also supported people and teams from the UK’s largest independent Hospital Group, Professional Football Clubs, Academic Institutions, and many NHS Trusts and NHS National Bodies.
A list of some of the awards I’ve won. But what matters most is the people I’ve helped and the positive impact I’ve made. The Northern Enterprise Awards for Best Leadership Development Consultancy in 2019; The Influential Businesswoman Awards for Leadership Coaching Director of the Year (UK) in 2021 and Business Skills Training Coach of the Year (North West England) in 2022; The Education and Training Awards for Best Leadership Development Consultancy UK, and Leadership Coaching Director of the Year (UK) in 2022 and Leadership Coach and Facilitator of the Year 2023 (Manchester); The Influence Digest Award for Top 15 Coaches in Manchester 2023; The Global 100 Women in Leadership Awards for Empowerment Catalyst 2024;and The Global 100 and M&A Awards for Leadership Coach of the Year and Leadership Development Consultancy of the Year 2025.
Ad Florem has also been recognised by Feedspot as one of the Top 10 Self Leadership Blogs on the web 2024 and 2025.
A glimpse of a few places I’ve shared my voice and story both nationally and internationally.
Andrea Goodridge - Professional Bio
For media, corporate programmes, and speaking opportunities.
