Photo of stepping stones. Start your journey with Soul Ambition today

Welcome to soulambition – a coaching and training company dedicated to helping you thrive in your life, love and work. Founded in 2007, soulambition provides a wide range of personal development and business development services for individuals, groups, businesses and charities worldwide. With a background in project management, business training and consultancy and the arts, Tracy brings a uniquely varied skillset to her work with clients. She draws from evidence-based research from multiple areas and is currently researching wellbeing/wellness and performance on an MA in Music, Mind & Technology as part of her commitment to bringing leading-edge, scientifically grounded knowledge to her clients and audiences.

Free resources can be found at

Thrive in life

What does success mean to you? Do you need:

  • Increased confidence, assertiveness and self-worth?
  • More engaging work and hobbies?
  • More love and better relationships?
  • Effective career development skills and strategies?
  • More recognition and respect?
  • Better decision-making skills?
  • A more peaceful life?
  • A more exciting life?
  • More time with friends and family?
  • A richer social life?
  • More security?
  • More freedom?

Life coaching with soulambition can help you take stock of your life, identify the areas you want to improve and make changes from a place of confidence and inspiration. Through one-to-one coaching, workshops or online services, you can design and create the life you want to be living  – not the one you feel is expected of you! – with the support you need to make the necessary changes.

As your coach, I’ll be drawing on findings from positive psychology and cognitive neuroscience to give you techniques and understanding that will help you make the most of your potential. I also share free articles on the Dream It. Do It. Love It! blog, on personal development, career building and other topics.

To find out more about coaching, click here. For personal development training for your group or organisation, see the training section.

Thrive in business

Business coaching can enable individuals and organisations to design and follow a blueprint for success, creating continuous development and improvement in key performance areas. soulambition offers business support via signature and customised training courses and one-to-one or group coaching.

Small business owners often face challenges such as stress, lack of clarity, lack of confidence, feeling overwhelmed, feeling jaded and ‘out of love’ with their business. soulambition can help business owners manage stress, clarify their vision and set the right goals to get back on track and feel passion for their business once more. Read more about how coaching can help you in your personal and professional development here.

soulambition‘s leading-edge business courses include social media training, networking skills, presentation/public speaking skills, wellbeing and stress management, productivity training and much more – see the training section for more info.

Thrive in the arts

Are you an artist or arts organisation? Are you struggling to:

  • make ends meet?
  • find the right work/life balance?
  • reach your potential audience?
  • get the success you could be enjoying?
  • believe in yourself?
  • get clear on next steps?
  • break through creative block?
  • stay motivated?

soulambition can help you get clear, take strategic action, stay inspired, raise your profile and compete as a successful business. You don’t have to sacrifice financial success for the love of the art – you can use your creative skills to build a flourishing career. Read more about how coaching and training can help you, and get in touch.

Something else?

If you haven’t found exactly what you’re looking for on this site, just get in touch to discuss your needs. Please note: I don’t offer life coach training courses and can’t make recommendations on providers. Get in touch with your national coaching body for industry and training information.


Here are some of the lovely things clients have had to say about working with soulambition – read more on how they made big, positive changes on the testimonials page.

“We hired Tracy to deliver three two-hour workshops [addressing] motivation, self esteem, confidence and work/life balance. Tracy exceeded our expectations. She delivered the workshops with high energy and made each one relevant to the group on the day. She is able to engage with young people extremely well and maintain their attention throughout… she is very knowledgeable, and in particular she keeps abreast of current research and studies, bringing relevance to her workshops. She is able to relate behaviour to science which is one of the reasons she is so engaging”

“Tracy was an enormous help to me with an extremely difficult situation I was having at work… Once I absorbed her advice, things quickly started to improve. I would heartily and happily recommend Tracy as an intelligent, perceptive life coach who is able to get to the heart of the matter quickly and help clients to set things on a more positive path”

[read more Personal Development testimonials]

“I have engaged with Tracy on a number of occasions to provide services for Ortus and the Eisenhower Fellowships. Her work is first class and inspirational. She has a very good grasp of social networking and provided enthusiasm and professionalism when delivering the sessions. The feedback from participants was 5/5 and i would have no hestitation in using her again.”

“I have no hesitation in endorsing Tracy Dempsey. She provided invaluable coaching techniques to me as part of my bid to secure funding from Belfast City Council, which was successful. I found her to be warm and engaging with loads of creative thinking into how I should prepare my pitch for funding. I would welcome the opportunity to use her services again in the future and would highly recommend her”

[read more Business Development testimonials]

“Tracy is a star, friendly, helpful and full of ideas, energy and useful advice … her personality, coaching background and social media knowledge stood out. She helped me undertake a presentation on social media to a group of digital media start-ups, followed by individual mentoring on presentation skills, which resulted in the participant securing funding. In an area where you can get a lot of so-called experts, Tracy knows her stuff, is totally reliable and totally professional”

“Small businesses and startup companies often can’t afford to pay consultants to do their social media marketing for them. With Tracy’s top tips and strategies I now have in place key marketing tools and plans that I can manage and that are sustainable with just a little bit of hard work from me each day.”

[read more Social Media/Digital Media testimonials]

“When I found myself struggling to find employment after months of applications, it created both self-doubt from constant rejection, and de-motivation from the lack of a definable future. Tracy helped me to look at an achievable strategy for long term goals, beyond my present situation. I regained the focus to make pro-active decisions, the self-belief to act on them, and the motivation to carry through when it was difficult.”

“I’ve brought Tracy into the [Belfast Metropolitan] college on numerous occasions. She’s been exceptionally helpful on guiding the students on their career paths, dealing with stress and organisational and time management skills. I’ve also personally found her lectures exceptionally useful. I highly recommend working with Soul Ambition for coaching and would recommend working with Tracy in any format you get the opportunity to do so. She’s exceptionally helpful and a lovely person to be around.”

“I was wary at first as I did not know what to expect, my self esteem was low as a result of my transfer to an alien environment and I was reluctant to discuss my difficulties with anyone as I felt it was me that was inadequate… After four sessions I have overcome the difficulties that I faced in the work environment and seemed insurmountable only a few weeks ago”

[read more Career Development testimonials]