Transform by Design
An identity-led cohort run container for high-functioning professionals ready to operate differently under pressure.
High-functioning professionals rarely struggle with effort. They struggle with patterns.
Patterns that once drove performance. Patterns that now create friction. Patterns that no longer fit who they are becoming.
Transform by Design works at the level beneath behaviour, where identity, regulation, and execution intersect.
What Participants Say
Jen's coaching changed how I lead. I used to react to every pressure, every conflict. Now I see the patterns underneath. The shift was not in what I do. It was in who I am when I do it. That changes everything.Julian TittershillPeople Leader, Pfizer Ltd
Before this programme, I operated from a version of myself that was built for survival, not for the life I actually wanted. Jen helped me see the system I was running and gave me the tools to redesign it. The clarity I have now is something I did not think was possible.JoanieBusiness Owner and Attorney
The depth of this work is unlike anything I have experienced. It is not motivational. It is structural. You walk away operating differently, not because you tried harder, but because something underneath actually shifted.Erica J OlsenMadison AI
The Problem
When What Once Worked No Longer Does
What once worked begins to feel constraining. You adapt. You compensate. You push through.
High-performance coping disguises itself as capability. Until it does not.
This programme examines the system underneath, how stress is regulated, how decisions are made, and how identity expresses itself through behaviour.
The Programme
What This Programme Is
Transform by Design is a structured container combining:
Cohort Coaching
Small cohort coaching with a maximum of 8 participants. Intimate, focused, high-level.
1:1 Executive Sessions
Private sessions alongside the cohort work. Tailored to your specific context and patterns.
Peer Connection
Genuine peer connection with other high-functioning professionals doing the same calibre of work.
Implementation Prompts
Guided prompts that take the work from insight into practice. Integration between sessions.
Behavioural Recalibration
Structured recalibration of the patterns driving your behaviour, decisions, and stress responses.
Direct Facilitation
High-level facilitation. Direct, clear, and warm. This is not motivational work. It is structural.
Who This Is For
Designed For
- Leaders and founders who are high-functioning but privately carrying friction they do not talk about
- Professionals who have outgrown the identity that got them here but have not built the next one
- People who are self-aware enough to see the pattern but have not been able to change it alone
- Anyone ready for structured, honest, identity-level work in a group of peers
Not Designed For
- People looking for motivational content or quick-fix strategies
- Anyone not ready to be honest about how they operate
- Those seeking therapy or clinical mental health support
- People unwilling to commit to the full programme duration and structure
The Outcome
What Changes
Participants consistently report shifts that are structural, not surface-level. The changes hold because they happen at the level of identity, not just behaviour.
- You respond to pressure differently. The reactivity that once drove decisions is replaced by steadiness.
- You lead from clarity instead of compensation. Decisions become cleaner and faster.
- Relationships shift. You stop managing how you are perceived and start being direct.
- Energy returns. Not because you are doing less, but because you are no longer maintaining a version of yourself that does not fit.
- Performance becomes sustainable. Built on who you actually are, not who you think you need to be.
The Team
The people behind the programme
Jen Fairbairns
Lead Coach and Facilitator
Identity coach with 3,500+ hours. ICF ACC accredited. Trauma-informed. Works beneath behaviour at the level of identity, beliefs, and nervous system patterns.
Candice Winterboer
Programme Coach
Executive and leadership coach specialising in high-performance environments. Brings structured support and deep facilitation to the cohort experience.
Glyn
Programme Coach
Experienced coach working with leaders navigating transitions. Grounds the work in practical application and sustainable behavioural change.
Raquel Coelho
Programme Director
Oversees programme operations, participant experience, and cohort coordination. The person behind the structure that makes the work possible.
Frequently Asked Questions
Transform by Design runs over a structured period with a set start and end date. Cohort timelines are confirmed during the application process. The programme is designed to create lasting change, which requires sustained engagement over time.
A maximum of 8 participants. This is intentional. The small group size allows for genuine depth, trust, and connection. It also means each person receives meaningful attention from the facilitators.
The programme is delivered online via Zoom, making it accessible regardless of location. Sessions are designed to feel intimate and connected despite the virtual format.
Most group coaching is content-led. Transform by Design is identity-led. The group provides a container for the work, not a classroom. You are not learning about change. You are doing the work of change alongside peers at a similar level.
Applications begin with a consultation call with Raquel. This is not a sales conversation. It is a genuine fit conversation to determine whether the programme is right for where you are now and what you are looking for.
Credentials
Ready to Apply?
Cohort places are limited. Start with a consultation to see if this is the right fit.