Welcome to Alpha Female Academy


Inspiring you to be the best woman you can be.

Coaching + Workshops

Ready to change? We know that change is scary, but you don’t have to do it alone. With our in-person coaching and workshops, we arm you with the right tools to overcome overwhelm, dig deep for mental and emotional wellness and bring the best aspects of YOU to the surface so that you can thrive.


Because I describe myself as FEARLESSLY FEMALE, my topics are focused on how to help women be their best in a variety of ways. Keep your eyes on my Facebook page and keep up to date with all of my keynote events.


We are women. We are mothers. We are sisters. We are friends. But most of all, we are our own people. Alpha Female Academy allows you to rediscover who you are when you have lost your identity. When circumstances move you to saying “I don’t know who I am anymore”, we come in to help you find your “muchness” again. Don’t let fear, anger, self doubt or negativity stop you from being all you can be.


As women, we all go through tough times, but with Alpha Female Academy, you don’t have to do it alone.


As a MOM COACH, I’ve been through it all – JUST LIKE YOU. The sleepless nights, the moments of self doubt and that feeling of intense exhaustion and loneliness.

As a mother you HAVE to ask yourself: “What do I want”. This is where MOM COACHING starts. We look at where you are now, how you got to this point, and how we are going to get you back to yourself again. As we unpack the problem, we will work towards discovering what the underlying causes are for them. Our next step would be to work THROUGH them, and PAST them. Coaching is an outcome based therapy which means we look to the future – we do not want you dwelling in the past because a better life cannot be found there. READ MORE


My story of growth continued after surviving depression. When doing your Life Coaching Diploma, you are put through every single tool and technique yourself – in order to DO the work, you need to EXPERIENCE the effects.  This is exactly what Life Coaching can offer you – the experience of DIGGING DEEP, UNCOVERING THE TRUTH, and RELEASING yourself from your past so that you can live the life you’ve always imagined – powerful stuff, don’t you think? READ MORE


I started my first business when I was 24 years old and have had 6 businesses in total. I’ve changed careers and have stepped so far out of my comfort zone that it made me feel like a complete amateur some times. I’ve made all the mistakes, had massive successes and have had to re-work my product and service offerings countless times until I got it right. I’ve gone through all the heartache, the work, the sleepless nights, the mistakes, the failures and the chaos so that YOU DON’T HAVE TO! READ MORE


When I first started down my path of personal development, I had a million questions. I wanted to know everything and I wanted to put it into practice yesterday. The events and workshops that I put together for my clients aim to satisfy this exact type of “information craving” that you will most likely also encounter. READ MORE


I’ve been working as a teacher now for 4 years and absolutely love everything it stands for. The transfer of knowledge is one of the most powerful things that humans have to offer each other, which is why I am in love with Keynote Speaking. Because I describe myself as FEARLESSLY FEMALE, my topics are focused on how to help women be their best in a variety of ways. READ MORE


I. LOVE. RETREATS! But if you’re expecting a relaxing weekend of life reflection and a G&T every 30 minutes, you might want to speak to a travel agent. When Alpha Female Academy goes on retreat, WE GO TO FIND OURSELVES! READ MORE

What Is Coaching?

Coaching has become one of the fastest growing “must haves” in business and life in general. The best athletes in the world have coaches, as do the most successful entrepreneurs.

Why, you ask? Because coaches see things from a birds eye view. They see mental, emotional and physical blocks to success, and they help you to work through them and past them. Most people are blind to their own blocks, and if they are able to identify them, they have no idea how to move past it. Coaching looks at where you are right now, and works on developing self-awareness and self empowerment.

So, what can a coach do for you?

Success (in any area of life) starts in the mind. At Alpha Female Academy we work on your mental and emotional blocks and any issues that may be underlying to get you back to a strong and determined mental state. Once we have uncovered these blocks, we give you the tools to conquer them over and over again. A Coach can help you attain your goals, achieve balance in your life, find your purpose, change your mindset and help you grow through self-awareness.

How will you know if you need a coach?

Are you demotivated at work and in your personal life?
Are you unsure of your career choices and what your purpose is?
Have you put your dreams and ambitions on hold to raise a family?
Has juggling a career and motherhood left you feeling constantly stressed and anxious?
Are you and your living space disorganised?
Have you lost your own identity since becoming a mother?
Are you stuck in a rut, and not sure how to get out of it?
Are you newly divorced and dreaming of a fresh start in life?
Are you a single mom who feels trapped in a never-ending cycle of fear and uncertainty?
Does fear hold you back in your personal and professional life?
Are you so busy taking care of everyone else you have forgotten to take care of YOU?
Do you feel negative, unworthy and that your life is beyond your control?
Do you suffer from low self worth?
Are you stuck in a cycle of repeating the same mistakes?

If you have answered yes to ANY of these questions, BOOK A DISCOVERY SESSION today.

Customised Coaching

Each client’s situation is different. With this in mind, we take pride in digging deep into each persons motivations, reservations, blockages and beliefs to ensure that the systems that we put into place for you are easily maintained for life. Always remember – this is YOUR life. Your success is up to YOU.

About Me

Hi! I’m Amy…

I’m here to help you be the absolute best version of yourself. I am a mother, a teacher, an events coordinator, a get-shit-done promoter, get-to-the-point speaker, domestic warrior, compulsive reader, my son’s biggest fan…  and I want to be… your Alpha Female Coach.

I like to describe myself as a Fearless Female

I’m a serial entrepreneur with a passion for seeing women succeed in all areas of their lives. I carry a Diploma in Marketing, together with an array of coaching qualifications and experience in Life Coaching, Neuro-Linguistic Programming (NLP), Counselling, Career Coaching and Business Coaching. My passion lies in getting women across the globe to see how wonderful, powerful and capable they really are. READ MORE

Blog + Resources

The Beauty of Black Friday – is it really worth it?

I LOVE sales!  I’m sure most women can’t resist a 50% off sticker. Recently, though, I’ve started questioning how valid these “sales” really are.  Are we REALLY getting a good deal?  Has the price REALLY been marked down? In South Africa, we’ve had a number of high...

Negative Self Talk – Are you an addict?

I wasn't always a negative self talker. If anything, I grew up thinking that I was unstoppable! With big ideas and even bigger dreams I was constantly looking at ways forward to make them a reality. By the time I was 13, I had devised a plan that I was moving to...

Alpha Female Academy – Our Story

Every person has a story - it’s what makes us all unique. It’s also what connects us to other people. She wakes up, and sighs… Another day. Another day where she feels unsure of who she is.  She used to love herself and knew who she was.  She used to be driven,...

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