Work With Andrea
If you’re done hiding behind roles, expectations, and shoulds, and want to remember who you really are, this is where we work together.
I work with individuals and organisations. The truth underneath is the same, just the process that differs.
Here for yourself? Keep reading.
If your organisation is commissioning the work, start here.
Where I Come From
I grew up in a Northern, working-class family. Straight-talking, hardworking, honest, and kind. We weren’t the ones to make a fuss. We just did what needed to be done. We shone softly, in our own way.
I remember back in the 70s as a kid, I was free. Running down the donkey steps to play hide-and-seek in the woods, spending hours down by the brook, carving shapes into sand blocks. Doing things my way without a second thought.
That Northern spirit taught me early on that there’s no one right way. Just your way.
Then I got older. And slowly, like everyone else, I started fitting in instead of standing out. I fell into the ‘slow burn of conformity,’ and stopped choosing.
Maybe I was playing a long game of hide and seek, hidden behind layers and layers of other people’s expectations and compromises. Waiting for someone to say, “Ready or not, here I come.” I was getting too good at hiding.
My Gran changed everything. Sitting in her garden in the mid-90s, she turned to me and asked one question that cut straight through.
It sent me on a serious soul-searching mission. What I now call ‘Hide & Seek Work.’ And that’s when I realised if I could find my way back to myself, I could help others do the same.
I'm not a coach. I'm a 'Soulful Challenger'
What I actually do is soulfully challenge. I help people shed the layers that aren’t theirs. The conditioning, the conformity, the quiet dimming of themselves, and reconnect with who they actually are underneath. It’s work I’ve always done. I just hadn’t named it that way yet.
I’m trained in coaching, mentoring, action learning and emotional intelligence. But that’s not what sets me apart. It’s my innate ability to tune into energy and intuitive guidance. I feel what you’re experiencing in my body before you’re even aware of it yourself. Chills, goosebumps, sometimes tears. Then I challenge you, with warmth and heart, but without letting you hide.
I don’t just ask questions, give you frameworks or five-step processes (what I call surface-level stuff.) I hold a mirror so you can see who you already are. And I ask the questions you’ve been avoiding. The ones you already know the answer to but haven’t said out loud yet.
What is 'Hide & Seek Work?'
For 25 years, I’ve worked with thousands of people across four continents. Cancer surgeons. Chief Executives. Founders, Headteachers, Coaches. Lifelong learners. Small community groups. All of them, like me, falling into the slow burn of conformity – feeling pressured to show up each day as their ‘pretend selves.’ In public, they smile. In private, the pain spills out.
Job titles don’t matter. The struggle is universal.
Picture a Russian doll. That’s you. Over the years, you’ve covered yourself in layers, to conform, fit in, please people, protect yourself. Layer upon layer upon layer. Thinking it’s the normal thing to do.
But in the process, you’ve lost your realness. I know because I did it too.
You’re playing hide and seek with the ‘real you,’ and you’re getting too good at hiding.
Hide and Seek Work is about peeling back those layers. Finding the ‘real you’ who’s been there all along underneath all of it. Hiding under all the roles, expectations, and noise. Trying to get your attention.
My work is helping you remember.
The Deep Work - Hide and Seek Programme
Investment discussed on your Soulful Connection Call. Minimum of four months.
This is my main work. Not a quick fix. It’s deep.
We meet every three weeks for 60 minutes via Teams. You talk. I listen. Then I hold up the mirror, and sometimes, as one of my clients described, “I whack you over the head with it.”
I catch the moments you slip into conformity, say words that don’t match your energy, or answer a question I didn’t ask. I name what I see. In plain language. With no room to hide.
But here’s what people don’t expect: the real work doesn’t happen in our sessions. It happens in between. When you catch yourself in the moment. When you ask “really?” When you make a different choice. When you arrive somewhere and just sit, present, without performing.
Over four months something shifts. The internal noise quietens. The overthinking, the pre-playing, the re-playing of every conversation settles. And in that quiet, something emerges. Real calm. Real confidence. You start verbalising what you actually think rather than what you think you should think. You stop performing and start remembering.
You’ll have access to me throughout, access to The Library, and receive a signed copy of my book, “She’ll Do It Her Way.”
This isn’t always comfortable. But it’s always real.
“I feel I stand straighter.” Gael Robinson, Assistant Headteacher, UK
Next step: Book a Soulful Connection Call and let’s see if we’re meant to work together.
Not ready for the full programme yet? Hide and Seek Session — £150
For when you're stuck and can't see why.
You know where you are. You might even know where you want to be. But you can’t see what’s keeping you stuck. A decision you can’t make. A conversation you can’t have. A pattern you keep repeating. A version of yourself that’s exhausting to maintain.
45 minutes via Teams by audio. I’ll hold up the mirror and name what I see. The patterns, the contradictions, the truth you’re sitting on but can’t quite name. No letting you off the hook. No rescuing you from the discomfort.
I’ll give you permission. Permission to tell the truth. Permission to stop performing. Permission to say “I’m not bothered” or “I don’t care about this” without needing to fix it or justify it. Permission to be exactly where you are and say it exactly how it is. That’s the work. Permission.
If you decide to work together in the programme within 2 weeks, this £150 becomes part of that.
“I’d been circling the same decision for 6 months. In 45 minutes, Andrea showed me I wasn’t stuck on the decision – I was avoiding what I already knew. I made the call the next day.” Clinical Director, UK
Your Choice
My Dad wasn’t one for long speeches, but when he spoke, you listened.
“It’s either important, or it’s not. You choose.”
That’s the best advice he ever gave me. No fluff. No excuses. Just straight to the heart of everything.
You can keep waiting for the ‘right time’ to show up as the ‘real you.’ Keep pretending everything’s fine. Keep saying yes when you mean no. Keep putting others first.
Or, you can choose you.
Because the people in your life don’t need the ‘pretend you.’
They need the ‘real you.’
The one who shines softly from within.
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.
Awards. Because Dad would have told everyone.
Coach of the Year (North West England). Recognised by The Influential Businesswoman Awards.
Leadership Coach, and Leadership Development Consultancy of the Year. Recognised multiple times nationally and globally by SME Northern Enterprise Awards, Education and Training Awards, M&A Global 100 Awards.
Global 100 Women in Leadership. Empowerment Catalyst 2024. “Your unique approach, emphasis on self-leadership, and passion for helping individuals unlock their full potential set you apart.”
Top 15 Coaches in Manchester. Top 10 Self Leadership Blogs globally.
Featured by others. Because Mum would have cut these out and kept them.
Canvas Rebel, an online magazine creating space for artists, creatives and entrepreneurs to learn from their peers through the magic and power of storytelling, featured my story, my resilience, and my philosophy.
Humans of Fuzia, a global thought leadership platform, featured my work and said: “In a world obsessed with scaling louder, Andrea Goodridge is scaling deeper.”
Where I’ve shared my voice – nationally and internationally.
Author of “She’ll Do It Her Way.” Readers from the UK to Jamaica to New Zealand finding themselves in these pages.
Number one on Google for Significant Emotional Events for seven years. Written in 2018 with no thought of algorithms or strategy. Just something I needed to say. It found its people all on its own.
Written for and spoken at organisations, events, and platforms, from the UK to Australia.
25 years. Four continents. CEOs to parents. NHS to creative studios. One thing in common. They'd all stopped being themselves.
But here's what matters most - not the awards - not the big names.
The people I've helped remember who they really are, so they can shine softly from within.
"Thank you Andrea. You've given me permission to do my job. My way." Senior Leader, UK.
That's the work.