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About Ali
Coach, coach supervisor, leadership, organisational development, culture catalyst, spiritual coach and meditation teacher — working with individuals, professional coaches and organisations, virtually and in person.
A leap of intuitive belief
I’m Ali Dubbins. For more than thirty years I have worked alongside leaders in human resources, organisational development and executive roles across the Middle East, Europe and the UK. My path has taken me from international commercial organisations, including several years in Bahrain, to senior leadership and board-level work in the NHS, national regulators, financial services and the not-for-profit sector. I founded my coaching and consultancy practice, PotentiaCoach Ltd, in 2010. Welcome to my new brand and website.
What I have learned about leadership
Working across very different cultures, sectors and systems has shown me that the challenges executives face are remarkably consistent beneath the surface. The context changes: a global brand in the Gulf, international finance, food manufacturing, education, an NHS health system under intense public scrutiny. The underlying questions stay the same.
Leaders are expected to deliver results and certainty in conditions that offer neither. They carry responsibility for people, performance and purpose, often while managing competing demands from boards, regulators, shareholders or the public. Many are highly skilled at analysis, strategy and evidencing value, and those strengths are essential. Yet the most effective leaders I have worked with have something more. They pair sharp intellect with self-awareness, they are willing to stay with uncertainty, and they can build trust and lead people through change with humanity.
I recognise this because I lived it. For years I relied on being the “intellectual warrior”, the one with the rationale, the data and the answer. It served me well, and it took me a long way. But I came to see that the leadership our organisations need now asks for more than what we already know. It asks us to bring the whole of ourselves to the role. Sound familiar?
The beginning of a lifelong quest
Founding PotentiaCoach was a leap of intuitive belief, made during a period of personal challenge and uncertainty. I didn’t know then that it was the beginning of my own growth into living and working in line with what I believe truly matters. It became a lifelong commitment to creating trusted, confidential spaces where senior leaders can explore their crossroads, dilemmas, pressures, hopes and ambitions. Through executive coaching, coach supervision and complementary approaches, I help leaders develop the clarity, courage and wholeheartedness to lead well.
It has been a dynamic, enriching and at times deeply uncomfortable journey, and I expect it will continue to be.
Beginner's mindset, every day
My days begin with meditation and a reminder to practise Shoshin, beginner’s mindset. A dear mentor, sadly no longer with us, once offered quietly during an enquiry into my leadership way of ‘being’: “Humility is the door to insight.”
In every coaching relationship, I partner with the client to co-create the conditions each leader needs to feel safe and held: emotionally, intellectually, physically and psychologically. From there, new perspectives emerge, insight becomes clear, and lasting, authentic change becomes possible.
Inner life and wellbeing
Spiritual Coaching
Mindfulness Meditation
I value
Respecting the Client as Whole
I meet you as a whole person — mind, body, and spirit — never reduced to a problem to be solved or a goal to achieve. Your history, your life experience, your body’s wisdom, and your own sense of what is true for you all belong in the room and are relational in the work we do together.
Safety and Trust
Co-creating Sustainable, Authentic Change
Being in Compassionate, Sacred Service
Generosity
Giving is woven into how I show up, not separate from it. Each year, a minimum of 1% of my business income after costs is donated to charities I care about — one expression of the same generosity I hope to cultivate in the people I work with. Gratitude is the heart of living joyfully. When we practise gratitude, we access joy.
Presence
International living, rural life, two dogs
Following a life of international living, working and travelling across Asia, the Middle East and central Europe, I currently live rurally in the UK with my two dogs, Benji and Jonas, aka The Impermanence Gurus. I work virtually and in person with clients.
Giving freely, without attachment
Generosity has always been a part of how I try to move through the world — with clients, with community, with society. In many spiritual traditions, this practice is known as dana: giving freely, without attachment to what comes back to you.
I’ve built that principle into the foundations of my business. Each year, a minimum of 1% of income after costs is donated to a small group of charities I care deeply about — supporting causes like mental health, environmental sustainability, and international humanitarian work. It’s a modest gesture, but a meaningful one: a reminder that growth and generosity aren’t separate paths, they’re one and the same.
When you work with me, a small part of that investment ripples outwards — into the hands of people and causes doing important work in the world.
The charities my business currently supports
- The Santi Foundation
- Médecins Sans Frontières
- Crisis
- Global Citizen
- Mind
- CARE
- The Hunger Project
- Worldwide Cancer Research
- World Animal Protection
- Born Free Foundation
- World Land Trust
- Friends of the Earth
- The Santi Foundation
- Médecins Sans Frontières
- Crisis
- Global Citizen
- Mind
- CARE
- The Hunger Project
- Worldwide Cancer Research
- World Animal Protection
- Born Free Foundation
- World Land Trust
- Friends of the Earth
Qualifications and memberships
Executive Coaching
- Professional Certified Coach — The International Coaching Federation
- Ontological Newfield Network Coach — The Newfield Network USA
- Coach with the Global Humanitarian Coaching Network
- Master Neuro Linguistic Programming Coach — Inspire 360 UK and MABNLP-ABH USA
- Member of The McLean Institute of Coaching (Affiliate of Harvard Medical School)
Coaching Supervision
- Diploma in Coach Supervision — The Coaching Supervision Academy UK
- Chartered Fellow (FCIPD) — The Chartered Institute of Personnel & Development UK
- European Mentoring and Coaching Council Registered
Leadership & Organisational Development
- Chartered Fellow (FCIPD) with the Chartered Institute of Personnel & Development UK
- Conflict Resolution Mediator — accredited with the Law Society UK
- Restorative Justice and Learning Principles with Mersey Care and Northumbria University UK
- Diploma in Sales, Marketing & Public Relations Strategy with LCCI UK
- Employment Law UK with ACAS UK
- British Psychological Society Register of Occupational Psychometricians
Spiritual Coaching
- Spiritual Coaching and Wellness Diploma — The Spiritual Companions Trust UK
- Master Hypnotherapist — Inspire 360 UK and MABNLP-ABH USA
- Master Timeline Therapist — Inspire 360 UK and MABNLP-ABH USA
Mindfulness Meditation
- Member of The Compassionate Mind Foundation UK
- Member of The Complementary Therapists Association UK
- Member of the Register of Therapists with EmbodyForYou.com
- Member of The Charter for Compassion
How the work is held
PotentiaCoach Ltd, trading as AliDubbins.com, is registered in the United Kingdom under company number 07347527. Its registered office is Libra Lodge Eastgate, Fleet Hargate, Holbeach, Lincolnshire, United Kingdom, PE12 8ND.
My coaching and supervision practice is informed by the ethical standards and professional frameworks of the organisations with which I am accredited or registered.
If you have a concern about any aspect of my work, I encourage you to raise it with me directly so that I can respond promptly and fairly.
GDPR: how client data is stored and for how long. Our Privacy Policy is available here.
Perhaps a conversation is the right first step.
The Landscape Within:
Courage to commit to a long-held idea
I have finally found the courage and capacity to commit to a long-held idea to author a collaborative piece of writing centred on the theme of Spirituality. As an accredited Spiritual Coach with the Spiritual Companions Trust UK, I work with clients often at the times when they are most in crisis, facing significant challenges affecting their sense of peace and wellbeing, when careers and lifestyles feel unfulfilling, when health diagnoses present the prospect of life-limiting conditions and when they are enquiring into life’s more existential questions.
This endeavour aims to bring together a number of both widely known public figures and little known spiritual and / or faith and community figures to share their personal stories about what brought them to their faith, their work, and what they believe they are in service to, to create a peaceful, loving, harmonious world.
Timeline and updates
The production timeline is to arrive at a draft by mid 2027, with a view to publishing in early 2028 by The Santi Foundation.
I will be creating a social media platform for dialogue to test some of the content as it takes shape, in the spirit of the book’s community collectivism.
Conversations and contracting
A first draft
The production timeline is to arrive at a draft by mid 2027.
Publication
With a view to publishing in January / February.
Written in the spirit of collectivism
I will be creating a social media platform for dialogue to test some of the content as it takes shape, in the spirit of the book’s community collectivism.
The proceeds from sales of the book will go directly to each contributing author’s chosen charity, with a small percentage held back to cover printing costs.
Further project updates and opportunities to join the conversation will be shared here as the book develops.