Memetic Coaching, Clarifying your Thinking , Improving your Performance

Anthony Sheldon’s Biography


As an experienced and professionally accredited Master Executive Coach with an academic focus, Anthony combines techniques from a wide range of developmental philosophies to help business people expand both self awareness and self confidence to the point of increasing their personal performance.

 “to seek inside for you decide the way ahead is yours alone to make”


Building on his training experience, Anthony was first qualified as a coach in the late 1980’s. Since then he has focused on assisting individuals to realize their own potential, extend their organizational performance and improve their own life-balance. With an engaging yet challenging style, Anthony has a proven track record of helping people achieve personal growth, increasing confidence, resilience and subsequent organizational contribution.   His extensive experience of the personal dimensions underpinning both strategic development and change management means he has a wide-ranging understanding of organizational challenges individuals face in a breadth of industry sectors. As an accredited Master Executive Coach, Anthony is well placed to help leaders, individuals and their teams to achieve their full potential. Anthony’s key areas of expertise include improving personal performance through increasing self awareness, leadership development, senior executive coaching and leadership team effectiveness.


Recent coaching assignments

  • Chief Operating Officer of a large (UK) national PLC
  • Senior Vice President of a Global Pharmaceutical organisation
  • Vice President of a ‘blue-chip’  Pharmaceutical organisation
  • IT Director of a Pharmaceutical Organisation
  • UK Director of a Global Financial Institution
  • Director of a Global Retail Organisation
  • Category Director of a Global Retail Organisation
  • Finance Director of a Global Energy Provider
  • Strategic Planning Director of a Global Energy Provider


Anthony has an engaging yet challenging style, built up over more than two decades of coaching practice. Preferring to work in an informally, Anthony assists his clients to “clarify their thinking in order to achieve their goals”. Feedback confirms Anthony’s ability to build strong relationships, understand the pressures leaders face and help individuals to create techniques that enable them to confidently address their own issues. One client phrased it as “creating an ongoing conversation with Anthony, as I worked through a problem in my own head”.  Anthony is an excellent communicator, using stories, analogies and examples from a broad range of personal experience to explore experiences or expose attitudes in a relaxed yet incisive manner.

Brief career history

 Originally as a climbing instructor at an Outward Bound Centre in the late 1970’s, Anthony’s career has developed through three successive global airlines, an international hotel chain, and two UK based personal development consultancies, before he formed ‘Mudita Coaching Ltd’ in late 2011.  Within this journey, Anthony has held senior positions in the travel and tourism sector both in European and the Americas; consequently he is well placed to understand the individual, operational and strategic dimensions of contemporary business and he uses this experience in his coaching practice.


Education and professional qualifications

Anthony has an MSc in Strategic Training and Development  a Diploma in Cognitive Behavioural Therapy and an accredited Master Executive Coach within the Association for Coaching. He is a Master Memetic Coach, a qualified practitioner of  both Neuro-Linguistic Programming (NLP) and the Cynefin Technique and is experienced in both  Transpersonal and Mindfulness based Coaching. For his personal development, Anthony will shortly be undertaking a Hypno-Therapy qualification and is planning to undertake a PhD in the near future.