Sober AF Coaching

Sober AF Coaching Empowering high-achieving women to reclaim their joy, sober! Linktree: https://linktr.ee/thesobercoachaf 20 years of drinking alcohol… every… single…. DAY…. Yes.

Enough was enough. My daughter had whipped off to Uni and that’s when it hit me…
Who am I? What is the point of me? I’ve been a mum for 20 years, and this had become my sole purpose in life. And in a switch, it dawned on me. I had been stuck in the ‘mum’ rut, with drinking wine as my only hobby and that every plan I made would revolve around the opportunity for a large glass of New Zealand Sauvign

on (or I’ll take whatever crappy wine they have on offer!). I would cancel plans (or not make any) if it involved me needing to drive, ‘I can’t afford a taxi, all that valuable wine money spent on just getting to and from a place. Just stay home and you can afford to drink more. I’ll do that. That is far more sensible.’

It was embarrassing at new jobs, or where you are a willing participant in group training sessions, and then the circle of doom kicks off where you would have to take it in turns to introduce yourself and say something interesting about yourself. I would cringe at every step closer it got to being my turn. ‘What would I say?’, ‘what are my hobbies? What is interesting about me?’

The circle of doom would be closing in on me, heat rising through every fibre of my being. Anxiety ridden. I couldn’t exactly answer ‘well, my fun fact is that in the last 20 years I have probably spent over £100k on alcohol… boom!’ while being left hanging with my high five hand in the air and no doubt 20 shocked faces all staring at me, not knowing what to say or do next. I wasn’t convinced that was quite the answer the trainer at the front of the room was looking for. I soon realised that my interesting fact would generally be my daughters interesting fact, the fact she was at University, or was able to speak several languages. Because I had none of my own. I feel quite sad when I think about it. So zero interests or hobbies, coupled with the realisation that I have no real purpose in life… it was time to take long hard look at myself and my life. What I have just realised is that frightening calculation above, the amount I have likely spent on alcohol over the last 20 years could have bought me a house. I’m just going to let that sink in for a moment….
8 months later after a whole load of self-care, an abundance of self-love, re-investing wine tokens into self-development and training as a life coach, pending NLP Practitioner and Hypnotherapist, I want to help others in the same place that I was, in transforming into a life they no longer feel the need to escape from. This is where Sober AF was born and my journey into helping others begins.

Wine O’Clock Isn’t a Wellbeing Strategy 🍷I was chatting to a manager recently who laughed and said:“Honestly Louise, the...
02/06/2026

Wine O’Clock Isn’t a Wellbeing Strategy 🍷

I was chatting to a manager recently who laughed and said:
“Honestly Louise, the only thing that gets me through some days is that first glass of wine.”

And she’s not alone.

A lot of line managers are carrying a ridiculous amount right now.
Targets.
People issues.
Team morale.
Budget pressure.
Trying to keep everyone else afloat.

So by the time they get home?
Their nervous system is fried.

The problem is, nobody really teaches us how to regulate stress properly.
So we reach for what’s socially acceptable and easy.

Wine becomes the “reward”.

The switch-off.
The exhale.

But poor sleep, anxiety, emotional reactivity and burnout don’t magically disappear because we’ve poured a large Sauvignon Blanc.

If we’re serious about leadership wellbeing, we need to talk about nervous system regulation and coping habits too.

Not in a preachy way.
Just honestly.

Leadership isn’t about being loud.It’s about being regulated.And that starts with how you manage stress.Women over 40 de...
24/05/2026

Leadership isn’t about being loud.

It’s about being regulated.
And that starts with how you manage stress.

Women over 40 deserve conversations that go deeper than “just drink less”.

If you’re quietly questioning things, you’re not alone.

DM me the word RESET if you want to explore this gently.

This wasn’t a planned collaboration.It started with conversations.The kind that stays with you.Stories from women who lo...
21/05/2026

This wasn’t a planned collaboration.

It started with conversations.
The kind that stays with you.

Stories from women who looked like they had everything handled, but were quietly running on empty.

Leaders. Professionals. High-achievers.
Tired.
Second-guessing themselves.
Reaching for something to help them switch off.

And all while navigating a stage of life that brings its own challenges,
ones that aren’t being spoken about enough in professional spaces.

Between us, we realised we’d both been hearing and seeing the same patterns for a long time.

So we asked ourselves a simple question:
What would it look like to actually support this properly?

That’s where this began.

I’m really pleased to be working alongside Clare from Needlez n Pinz, combining our experience to create something more honest, more relevant, and more useful for women and organisations.

Less surface-level.
More real life.

This is about opening up conversations that have been kept quiet for too long.

What’s coming up most in your world right now?

Alcohol feels like relief.But it disrupts sleep, increases anxiety and reduces resilience.Imagine leading your life - an...
18/05/2026

Alcohol feels like relief.

But it disrupts sleep, increases anxiety and reduces resilience.

Imagine leading your life - and your work - from clarity instead of depletion.

Midlife is not a crisis.
It’s an awakening.

Corporate culture still normalises alcohol.Client dinners.Team bonding.Networking events.And for women in midlife - alre...
15/05/2026

Corporate culture still normalises alcohol.

Client dinners.
Team bonding.
Networking events.

And for women in midlife - already navigating hormonal changes, this can quietly compound stress.

What if organisations:
• Created alcohol-neutral networking spaces
• Educated leaders about perimenopause + stress
• Addressed coping mechanisms openly
• Embedded behavioural awareness into leadership training

This isn’t about banning alcohol.
It’s about widening the conversation.

Because when leaders are clearer, calmer and more regulated, performance improves.

I’m increasingly speaking to organisations about this intersection:
Midlife.
Alcohol.
Leadership behaviour.

It’s the conversation we’re not having - but should be.

We kept hearing the same thing… quietly.“I’m fine… just tired.”“I just need something to switch off.”Different words. Sa...
12/05/2026

We kept hearing the same thing… quietly.
“I’m fine… just tired.”
“I just need something to switch off.”

Different words. Same story.

High-performing women holding it all together, but underneath? Burnout, overwhelm, and coping habits that aren’t really helping.
Add midlife into the mix, hormones, identity shifts and it gets even harder.

We’ve both seen this from different angles.

And the pattern was too clear to ignore.
So we’ve decided to do something about it.

I’m really excited to be working with Clare from Needlez n Pinz, bringing together leadership insight, behavioural change and creative wellbeing to support women in a way that actually reflects real life.

This is just the beginning.

What are you seeing more of right now?

We talk about strategy. We talk about performance. We talk about KPIs.But we rarely talk about nervous system regulation...
10/05/2026

We talk about strategy.
We talk about performance.
We talk about KPIs.

But we rarely talk about nervous system regulation.

When stress builds up, many high-achieving women cope quietly:
• A drink to switch off
• Overworking
• Emotional withdrawal
• Irritability at home

It’s not a capability issue.
It’s a coping strategy issue.

Alcohol can feel like relief.

But it actually disrupts sleep, increases anxiety and lowers stress tolerance.
So the cycle continues.

The most powerful leaders I’ve worked with aren’t the most confident.
They’re the most self-aware.

Behavioural change isn’t about stopping drinking.

It’s about understanding what the drinking is doing for you.

And then building better tools.
That’s leadership.

We didn’t plan this.But we kept having the same conversations…With different women. In different rooms.High-performing. ...
07/05/2026

We didn’t plan this.
But we kept having the same conversations…

With different women. In different rooms.
High-performing. Capable. Holding it all together.
And yet, burnt out.

Relying on a glass (or two) of wine to switch off.
Questioning themselves in ways no one else could see.

And all while navigating things no workplace is really talking about properly, like menopause, identity shifts, and the pressure to keep going regardless.

As ex-colleagues, we’ve both seen this from different angles.

But the patterns were impossible to ignore.
So instead of talking about it… we’ve decided to do something about it.

I’m really excited to be joining forces with Clare from Needlez n Pinz.

Bringing together leadership insight, behavioural change and creative wellbeing, to support women and organisations in a way that actually reflects what’s really going on.

No fluff. No surface-level solutions.
Just honest conversations and meaningful change.

This is just the beginning.

What are you seeing more of right now, burnout, overwhelm, drinking, something else?’

High-achieving women don’t drink because they’re reckless.They drink because they’re overwhelmed.Stress.Hormones.Emotion...
23/04/2026

High-achieving women don’t drink because they’re reckless.

They drink because they’re overwhelmed.

Stress.
Hormones.
Emotional load.

The question isn’t “Why can’t I stop?”
It’s “What am I trying to soothe?”

That’s where the real work begins. 🤍

Leadership Starts at HomeBefore you lead a team,You lead yourself.Before you hold boundaries at work,You hold them at ho...
18/04/2026

Leadership Starts at Home

Before you lead a team,
You lead yourself.

Before you hold boundaries at work,
You hold them at home.

Before you influence culture,
You influence your own habits.

Women are often:
• Leading teams
• Raising teens
• Supporting ageing parents
• Navigating perimenopause

That’s a lot.

No wonder we look for something to “take the edge off”.
But what if instead of coping, you recalibrated?

Your future self is watching the choices you make today.

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