Beyond Motivation Academy™ Code of Ethics

I will conduct myself with integrity, honesty, and respect in every coaching engagement.

I will represent my qualifications, credentials, experience, and the Beyond Motivation Certified Coach™ designation truthfully and never imply credentials I do not hold.

I will not engage in any conduct — in person or online — that brings the coaching profession or the Beyond Motivation Academy™ into disrepute.

All client information is confidential and will only be shared with the client's written consent or where required by law.

I will disclose the limits of confidentiality at the start of the coaching relationship, including the legal obligation to break confidentiality if a client poses serious risk of harm to themselves or others.

I will store all client records securely and dispose of them in line with my data protection policy.

I will maintain clear professional boundaries with clients at all times.

I will not enter into any sexual or romantic relationship with a current client, or with a former client within 12 months of the engagement ending.

I will avoid dual relationships (financial, personal, business) that could impair my judgment or harm the client, and disclose them when they exist.

I will disclose any actual, perceived, or potential conflict of interest as soon as I become aware of it and offer to withdraw if it cannot be resolved.

I will not accept gifts, fees, or favours that could compromise my professional judgment.

I recognise that coaching is distinct from counselling, therapy, medical advice, financial advice, and legal advice.

I will not practise outside my competence, training, or qualifications.

If a client presents with mental health, medical, financial, or legal issues beyond my scope, I will refer them to an appropriately qualified professional.

I will maintain a current list of trusted professionals (therapists, doctors, financial advisors, legal advisors) to whom I can refer clients when appropriate.

I will not accept undisclosed commissions or kickbacks for referrals.

I will treat every client with dignity and respect regardless of race, ethnicity, nationality, religion, gender, gender identity, sexual orientation, age, ability, neurodiversity, socio-economic status, or any other characteristic.

I will actively examine my own biases and continue to develop cultural competence.

I will not coach in any way that promotes discrimination, prejudice, or harm.

I will create a coaching environment that is psychologically safe, free from harassment, intimidation, and discrimination.

I will adapt my coaching to be accessible to clients with disabilities or specific needs wherever reasonably possible.

I will prioritise the wellbeing and safety of my clients above all commercial considerations.

If a client appears to be at immediate risk of harm to themselves or others, I will take appropriate steps including signposting to emergency services.

I will collect, store, process, and delete client data lawfully and in line with applicable data protection regulations (including GDPR / UK GDPR where relevant).

I will use secure tools for note-taking, scheduling, payments, and communications.

Clients have the right to access, correct, and request deletion of their personal data.

I will keep accurate, contemporaneous, and secure records of coaching engagements including agreements, session notes, and outcomes.

Records will be retained for the period required by law and then securely destroyed.

All marketing, advertising, and promotional materials will be truthful and not misleading.

I will not guarantee specific outcomes that depend on client action.

Testimonials and case studies will only be used with the explicit written consent of the client and may be anonymised where appropriate.

I will not disclose client identity or session content on any public platform without explicit written consent.

I will use social media responsibly, respectfully, and in a way that upholds the dignity of clients and the profession.

I will not use my platform to shame, manipulate, or coerce prospective clients.