“The revolutionary act of treating ourselves tenderly can begin to undo the aversive messages of a lifetime”

 – Tara Brach

Self-Worth Academy offers a 12 months online coach training program, firmly rooted in unconditional self-worth rather than in conditional self-esteem.

The course is for people already familiar with self-development, who want to empower their clients to value themselves (and their work) from a fresh perspective. 

The vision that inspires the course is a global network of trained self-worth facilitators: inspiring each other to bring new happiness and freedom into an increasingly self-absorbed world.


For more information, register below to watch the webinar ‘The Path to Becoming an SWA Associate’:


  • How to best support people whose self-worth is low;
  • How to recognise when a client is making their friendship with themselves contingent on meeting expectations of self;
  • How to identify our own self-worth vulnerabilities, so as not to project these onto clients;
  • Powerful questions that help clients see the difference between self-worth and self-esteem;
  • How to be specific about the type of clients you want to reach;
  • Practical tips and tools to grow your practice;
  • How to facilitate groups on themes of self-worth, and doing public talks/workshops;
  • How to work with young people.
Self Worth Academy People Talking


(words in bold are the 11 coaching competencies defined by ICF. We have chosen this framework as the ICF standards are probably the best-known, globally.)

When supporting people with self-worth, our first task is one of creating awareness of unconditional self- worth. People come to coaching with decades of self-esteem training, so they often expect to be put on some “performance” program (which some schools of self-improvement actually do). Therefore, this raising of awareness is particularly important when you are establishing the coaching agreement.

For a self-worth journey, the creation of trust and intimacy is vital. You may well be the first person with whom the client ever gets to put down the burden of expectations and the imperatives of self-esteem. Through active listening and powerful questioning, you co-create new awareness and foster a new level of direct communication. Your own self-worth gives you a new level of coaching presence; you are totally on the client’s agenda and not trying to impress them, nor are you getting your own validation from the work you are doing together.

As with any coaching, it’s important to meet ethical guidelines and standards, even more so when it’s a person’s core relationship with themselves which is the reason for the coaching relationship. As you guide your clients away from exhausting habits of self-assessment and instead encourage them to live the life they already have, there will be action planning and goal-setting. However, the intent of these actions and goals will be very different from performance-based coaching, as will managing progress and accountability.

The adventure of witnessing people transplant their relationship with themselves onto the fertile ground of self-worth is a thrilling one. The transformation often happens within weeks, once a client is furnished with fresh awareness and a supportive partnership… you!


The course is designed for people who either want to learn coaching skills or to re-learn coaching skills that specifically pertain to nurturing self-worth. Many of us have noticed how easy it is to slip into self- esteem coaching…. even when we are aware of the difference!

While there is no specific age- or experience-requirement, we do ask all participants…

  •  To come with a learner mindset. This applies even to those facilitators who are leading the group sessions.
  • To read the book “The Self-Worth Safari” before attending the course, so as to derive maximum benefit from the sessions.
  • Not to engage in any business- or personal- relationships with other participants for the duration of the course. Reason: to provide a safe space for all participants.
  • To be willing to drop our habitual masks, whatever they may be… and to show up with no requirement to “prove oneself” or one’s expertise.
Self Worth Academy People Talking2

“John has been an inspiration. He challenges me to be courageous and to take actions I would not have thought of and seems to have a sixth sense for the right intervention”

Self Worth Academy Client Jonathan-Geard-BeneyJONATHAN GEARD BENEY
The Difference

“John gets to the heart of the deep lack of worthiness that afflicts so many people, even those who are unaware of the affliction. (…) The greatest leaders operate from an innate sense of self-worth which enables them to focus on making betting choices (…).”

Self Worth Academy Client GEORGINA WoudstraGEORGINA WOUDSTRA
Founder and Lead Trainer at Coach Executive Studio, Author of “Coaching Global Top Teams”

For more information, register below to watch the webinar ‘The Path to Becoming an SWA Associate’


SWA Self Worth Academy Grow Business


Self-worth is a deep belief in your inherent value as a person, from a position of unconditional friendship with yourself. You don’t earn self-worth by doing worthy things: you already have it.

SWA Self Worth Academy Leading


Our current culture of the “optimized” self is creating a fair share of problems. For example, a nagging sense of insecurity, a lot of energy spent proving ourselves, sometimes even depression, often with quite successful people, whose experience is a sense of disappointment with themselves.


To be a learning space for those who want to explore this distinction in their personal lives and in their professional lives. And particularly to support those who are doing development work; making sure we are really supporting self-worth and not just confirming people in an endless battle with self-esteem.


Self Worth Academy CEO John Niland

John Niland is widely respected as a professional speaker, as well as being a coach, trainer and author and occasional guest lecturer at business-schools and professional associations. He is best known for his “value-centred” approach to issues in management and business-development, honed over a twenty-year career working with top professionals to enhance the value of their work.

In 2016, a series of personal events led him to write “The Self-Worth Safari”, a book and program to ignite self-worth in individuals and transform their careers, sales, confidence, and personal lives. In 2018, he established The Self-Worth Academy, a global network of professionals passionate about promoting self-worth (and self-awareness) as a foundation for life and work.

John’s previous books include “Hidden Value”, “100 Tips to Find More Time”, “Opportunity Conversations” and “The Courage to Ask” (co-authored with Kate Daly). He is a co-founder of the European Forum of Independent Professionals and previous CEO of Education for the Children, which works with families in Guatemala to break the cycle of poverty. He divides his time between Lisbon, Portugal, and London, England.