Our Founder

Jay Allen - Qualified Coach and NLP Practitioner...

Who is Jay Allen?

His military discipline, aptitude, attitude and determination have set him on a path of success. With four successful businesses of his own, he qualified as a Coach and NLP practitioner. Jay has a wealth of experience, advising some of the UK’s most well known high street brands. Also having worked with businesses from the public and private sector. This award winning Entrepreneur, is an international keynote speaker and
author. He is able to get to the heart of the problem… quickly. Offering a multitude of solutions to resolve the root problem. This refreshing, passionate and determined approach has proven effective with many of his clients.

He is able to get to the heart of the problem… quickly. Offering a multitude of solutions
to resolve the root problem. This refreshing, passionate and determined approach has proven effective with many of his clients.

Jay’s ethics and morals mean his mentoring style sets him apart. He looks for
sustainable growth. He won’t encourage his clients to rapidly grow their business. He’ll gain the knowledge and understand of your business before suggesting a significant and sustainable growth strategy.

Winner of 2 Global Entrepreneur ‘Big Impact to Business’ awards as an international keynote speaker.

National Publishers Award for his 2015 for Battlefield2Boardroom published this year.

My TrueNORTH is an ETHICAL COACHING COMPANY. Taking great pride in getting to know each and every one of our many clients. Ensuring we understand implicitly the business owner’s goals.   As their coach, it helps us work with them to achieve THEIR Success Summit.

My TrueNORTH is an ETHICAL COACHING COMPANY. We take great pride in getting to know each and every of our many clients to ensure we, as coaches understand implicitly the goals of the business owner and work to help them achieve THEIR Success Summit.

“Whilst there are a huge number of coaches out there, many appear to look at business in a linear manner. They don’t take into consideration the impact, decision may have on the business. Ignoring the wider aspects of their business, their clients and suppliers.
I became most concerned with how many coaches were helping people ‘move forward’.  NOT considering every aspect of the business. NOT ensuring  ‘moving forward’ is actually moving towards their clients intended goals.
As a soldier I made a firm commitment to serve Crown and Country and I see little difference in my role as a coach.  I still aim to serve each and every client to the very best of my ability to complete their mission”

Jay is really Mr Motivator – he really knows how to spur people on and get the best from them. I’ve worked with Jay many times and he comes highly recommended in my book.”

Elizabeth Ward, Award winning lawyer at Virtuoso Legal

“Over the past 18 months, Jay has given me some really good business advice that has helped me grow my company. He focuses on the key areas of the business, has brilliant ideas and examples that are specific to my business/industry, and provides motivation to actually implement them.

Jonathan Davies, Liverpool accountant - Xero Gold Partner

“Jay has always been very good at growing UK businesses. A kind man with a razor-sharp intellect that has a knack at spotting underlying weaknesses attributed to your business by cutting straight through the uncertainty. Apart from all that he is a genuine leader.”

Lee Patterson, Founder of Creative-Film