About Us
Celia Samater PGCE, MBA, SFHEA, CMNLP, CMBE
Celia is a powerhouse of experience - with 25+ years in leadership across the UK, Middle East, and USA, including high-profile roles at Microsoft and the Saudi Government.
A self-confessed certificate collector, Celia has built a toolkit that goes far beyond traditional leadership and coaching training. Her qualifications include an MBA, a PGCE, Transformation Coaching, Master NLP Coaching, Life Coaching, Personal Training, Nutrition Coaching, and Holistic Therapy (to name but a few), enabling her to support women in every dimension of their personal and professional growth.
With over a decade of coaching experience and 15 years in the health and wellbeing industry, Celia has worked with ambitious women, executives, and entrepreneurs worldwide - guiding them to unlock clarity, confidence, and purpose. She draws on her unique blend of leadership expertise, mindset mastery, and holistic wellbeing to create safe yet powerful spaces for transformation.
Passionate, visionary, and deeply committed to women’s empowerment, Celia’s mission is clear: to help women rise as unstoppable leaders of their own lives - to be visible, to be heard, and to be fully aligned with their authentic power.
Celia is part of the Business School at the University of Sunderland, where she leads student success initiatives and teaches across strategy, business, and leadership programmes. She is also pursuing a PhD that explores how coaching can transform the student experience - particularly in building confidence, belonging, and resilience in higher education.
Beyond her academic and coaching work, Celia finds her greatest joy in family life with her two (almost grown-up!) sons, and she’s on a never-ending mission to master the art of a full eight hours’ sleep.
Sarah Ford, PGCE, MAIM, SFHEA, BA (Hons), CMBE
Sarah is a Senior Lecturer and Programme Leader in Business and HRM at the University of Sunderland, bringing over 17 years of experience in higher education. Throughout her career, she has been dedicated to helping people unlock their potential, develop their voice, and grow with confidence.
Her work blends academic expertise with a genuine passion for supporting others, particularly women navigating the challenges of career, leadership, and life.
A qualified coach and co-creator of Sisterhood for Success, Sarah is committed to creating spaces where women feel seen, supported, and inspired. She believes deeply in the power of connection and authenticity, and her vision for the Sisterhood is rooted in uplifting women at every stage - from early career to senior leadership, from personal transitions to bold new ventures.
Alongside her teaching and coaching, Sarah is completing her PhD, which focuses on authenticity, power, and voice in higher education. Her research reflects her core belief that growth happens when women support each other with honesty, care, and boldness - and that we are at our most powerful when we are truly seen and valued.
Outside of work, Sarah is a proud mam to a lively 4-year-old, expertly juggling family life, research, and career (often with a coffee in hand!).
