Building leaders and teams who perform when it matters most

"Executive and team coaching, individual and team assessment, cultural evaluation and M&A due diligence: trusted by leaders across financial services, private equity, elite sport and beyond” The rest is great - thank you so much - it is very much appreciated.

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Chartered Psychologist (CPsychol AFBPsS) · HCPC Registered Practitioner Psychologist · Clients across JP Morgan Chase, Marshall Wace, Bank of America, Terra Firma, Palatine, Epiris and Octopus Ventures

What our clients say

“Being a relatively new CEO in the private equity world, I was experiencing numerous new pressures from investors, the post-COVID economy and the acquisition integration workload. Having access to technical and industry experts (via the investor portfolio and the group’s Chairman), I found it excellent to get independent advice and support based more on me and less on the business. People management, time management, and personal space and focus were the key topics in which I gained progress from Tom’s experience and help. Calm, approachable, and above all enjoyable, giving yourself the time with Tom will benefit your understanding of yourself and those around you.”

Philip Rozier

CEO of Lucion Group – PE backed (Palatine) (2023 – Present)

“I was keen to work with Tom, given his credentials in elite sport, and to explore the parallels in private equity. They are real. In short, with his help, relentless focus on the inputs and process can lead to gold medals, rather than as most do, focusing on the prize itself.”

Partner of a PE Firm

(2022-2023).

“Tom has been a key asset in developing performance management strategies and giving practical advice to help drive positive career developments.

He is dedicated, approachable and extremely experienced and knowledgeable, which combine to achieve great results.”

Simon Key

Managing Director of Bank of America Merrill Lynch (2016 – 2020)

“I felt that I was hitting various roadblocks in my career – be it around internal perception, transitioning to a firm leader, or getting promoted. Tom has been indispensable in helping me hold up a mirror, create a clear and honest assessment of my strengths and development areas and then form a practical plan for personal development. Tom has an engaging and highly personable style helps get the best out of people. I highly recommend him to industry professionals keen to pursue personal growth.”

Investment Director of a Private Equity Firm

(2022 – Present).

“I’ve been working with Tom on my personal improvement for just over a year now. His focus, insight and intellect have been fantastic to keep me on track on the key issues to drive performance both for myself and the team.

I thoroughly recommend him to anyone seeking to improve.”

Hamish Purdey

CEO – FE fundinfo (2020 – Present).

“Tom has had a really positive impact in a number of areas at Drax. Firstly, he has been instrumental in helping evolve our culture and senior leadership team learning from his extensive experience in elite sport and business.

Secondly, Tom has always impressed on the projects we’ve partnered on externally. He really cares about people and is passionate about supporting individuals to be a better version of themselves.

Tom is able to build strong relationships with CEOs and I have absolutely no hesitation in recommending him to our clients or my network.”

Mathew Cuthbertson

Managing Director, Financial Services – Drax Executive

“Tom facilitated and shaped the development of our team culture which was at the core of taking the team from 8th in the World to Olympic bronze medalists at the Olympic Games in London 2012. The British team who won gold in Rio 2016 have much to thank Tom for, as his work laid the foundations for that history making win.

His ability to navigate the relationship between players and staff was exceptional and as a result he gained the trust from all those who worked with him. Tom has a hunger to learn, and that growth mindset certainly rubbed off on those he worked with in the team.

Because of Tom’s open nature he was able to create psychological safe spaces within the team which helped us embrace greater levels of vulnerability and build trust which is crucial for any team. He is also engaging and fun to be around which really provided balance in our management team.”

Kate Richardson

Walsh OBE OLY – England & Great Britain Women’s Hockey Captain (2009-2014)

“Tom has proven to be an invaluable asset to the GB Women’s Hockey Olympic Programme. During his time, so far Tom has helped in developing the high performance culture prevalent in our squad, has implemented a wide scale self awareness programme and worked individually with athletes and staff.

Tom is integral to our success in this current Olympic cycle (2008-12).”

Danny Kerry

Gold Medal winning coach of Great Britain Hockey (2008 – 2012)

High Performance Consultants

AwareMind works with senior leaders across financial services: portfolio managers and principals at hedge funds, managing directors at investment banks, and the chief executives and teams that private equity and venture capital firms back. The work is grounded in chartered psychology and eighteen years in the highest-pressure environments in business and sport.

We are coaches to C-suite executives and their teams in FTSE 100/250, Private Equity and Venture Capital backed businesses and elite sports teams and individuals, enabling them to achieve consistently high levels of performance.

Through our work with Olympic, Paralympic and International athletes as well as some of the leading business executives in the UK and Europe, we have come to specialise in team effectiveness, developing resilience, supporting leaders and leadership and executive coaching.

High Performance for Business and Sport

Our varied expertise is ideal for taking both executives and athletes to the next level of their performance. We specialise in helping clients to achieve…

Executive Coaching

One-to-one work with senior leaders, most often around a step-up in role, sustained performance under scrutiny, or the isolation of the top seat. Practical, confidential,…

Performance Under Pressure

Holding judgement and composure when the stakes, the scrutiny and the pace are all high. Drawn directly from preparing athletes for Olympic finals and leaders…

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Tom Cross

Founder & CEO

About The Founder

Tom is a high-performance chartered psychologist with over 18 years of experience. He has a background working in FTSE 100/250 businesses, Private Equity and Venture Capital backed companies, Olympic and professional sports, and the Foreign and Commonwealth office. He draws on his experience as an executive coach, consultant, sports psychologist, and leadership trainer to enable his clients to deliver more aware, impactful, and consistent versions of themselves.

Tom has worked in a cross-section of industries around the World. These have included companies such as Microsoft, Bank of England, Bank of America, Vodafone, Heineken, and Aviva, to name a few. Most recently, Tom has focused on working in Private Equity and Venture Capital in the UK and Europe. He has worked for various firms, including Bridges Fund Management, Terra Firma, Palatine, Epiris and Octopus Ventures.

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If you’re interested in living purposefully and activating your full potential through executive coaching, we can help.