Amy Theron

Alpha Coach

Helping you channel your full potential

My Approach

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, 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.

Hi, I’m Amy Theron

Fearlessly Female!

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.

I’m here to help you discover your own truth so that you thrive in all areas of your life.


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.

When I had my little boy, I fell into a very deep and dark depression. I was married, but my husband was working away from home and only came home on Saturdays. He would have to leave again on Mondays, which meant I had 1 day that I could catch up on sleep. I had no support structure – we had moved to a new city a few years earlier and our family all lived 1000 km’s away. I was exhausted, alone and miserable. And worst of all – I had NO idea who I was anymore. I sat down at my desk one morning and thought: “There HAS to be a way out of this hole”. And in the weeks that followed I developed a program that shot me right out of my depressive state and back into life. It was the hardest thing I’ve ever had to do in my life – but I’m more myself today than I ever have been.

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 go 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.


My story of growth continued after surviving depression because of Life Coaching. 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. My life coaching journey had me digging very deeply into my past to realise what caused my many limiting beliefs. These beliefs are what allowed me to surrender to depression to such a bad extent. The thing about Life Coaching that many people don’t understand is that once you have dealt with your past, you leave it there. 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?


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! In business you sell to PEOPLE, so you HAVE to REALLY connect with them. We live in a world that is drowning in information and new technology – this means that whatever you are offering needs to grab your markets attention in a BIG way. How do you do this? Let’s work together and find out.


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. Depending on the workshop on offer, we can hash out 2 to 3 months of work in a single weekend. Want to know more? Get in touch and I’ll send you the dates and topics for the next event.


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. Keep your eyes on my Facebook page where all Keynote Speaking events are announced, and if you want to book me – head on over the “EVENTS & WORKSHOPS” tab for more info


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!

“We are here to laugh at the odds,
and to live our lives so well, that
death will tremble to take us”

How I Can Help You

From the stresses and uncertainty of becoming a new mom, to building a career or a business that changes industries, I’m here to help you discover your own truth so that you thrive in all areas of your life.


(What? But, I don’t need to be coached on how to be a mother!) Of course you don’t – but if you have ever felt like you have lost your identity, if you have ever said “I don’t know who I am anymore”, if you have ever told anyone (or they might have told you) that you look and feel sad all the time – then my MOM COACHING program is for you.


(Hang on… I don’t need to be coached on how to live life either) Life Coaching actually has nothing to do with how to live life, but rather how YOU carry YOURSELF through life. Life coaching works on mindset. Everyone has limiting beliefs that stop them from doing things that they want to do. Fill in the blanks for me: I can’t do ________, because I think I’m ______. If you have filled in these blanks with ease, then LIFE COACHING is for you.


Have you ever been stuck between 2 careers? You have found yourself no longer fulfilled with a career that you have had for the past few years and desperately need a change, but something is stopping you. CAREER COACHING will dive into what that stoppage is, we will unpack the problem and look into tools that will provide crystal clear clarity so that you can confidently move forward into the future that you choose.


Are you wanting to start a business, but you have no idea where to start? Do you have a business that needs some clarity and direction? Are you struggling with strategies to grow your sales & profitability? You DO know that you’re a WOMAN, right? And women are capable of MASSIVE ACTION, MASSIVE CHANGE and MASSIVE SUCCESS. So let’s put our heads together to get your business to the next level.

Still Have Questions?