Ash Luques
Mental Performance
& Identity-Based Coach

Ash Luques is a mental performance and identity-based coach who works with CEOs and founders to strengthen focus, consistency, and execution. With a cross-domain background in hospitality, marketing, technology, and strategy, and as a certified NLP Practitioner, she helps leaders translate identity and mindset work into day-to-day execution.

Her work is grounded in the belief that leadership behaviour shapes organisational culture. Ash’s vision is to work with 1,000 CEOs and founders to drive positive behaviour change that scales through organisations and creates meaningful impact beyond the business.

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Coaching Approach

Ash works through a structured, non-therapeutic coaching approach focused on identity alignment, mental performance, and execution. The work supports leaders in operating with greater clarity, discipline, and consistency over time.

Rather than adding more strategies, the coaching aligns how leaders think, decide, and act so execution becomes repeatable and sustainable.

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Coaching Philosophy

• Identity drives behaviour

• Behaviour shapes culture

• Consistency outperforms intensity

• Discipline is a leadership responsibility

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What This Coaching Produces

• Consistent leadership behaviour aligned to the goal

• Sharper focus and execution

• Sustainable behaviour change that scales into organisational culture