Amy Luttrell, leadership coach and founder, in natural light portrait

Meet Amy

I’ve spent almost two decades building businesses, leading small teams, and working closely with people through growth, leadership, ambition, uncertainty, and significant change.

By 2013, I had opened my first wellness centre in Western Australia. Since then, I’ve built businesses across wellness, creative, and coaching industries in Aotearoa, learning firsthand that business leadership, success, and ambition are rarely linear.

I wanted to do things differently: creating coaching partnerships that are strategically sharp, deeply honest, and designed to help women build their own boardroom of support — because leadership was never meant to happen in isolation.

My perspective has also been culturally shaped by te ao Māori and the understanding that both business and leadership are relational. The way we work, decide, design wealth, lead people, raise families, and move through the world impacts more than ourselves.

Travel, environment, and proximity shape the way I think about human potential. I’ve long been interested in how considered spaces, quality service, culture, and the environments we place ourselves in influence decision-making, self-perception, standards, and what people begin to believe is possible.

Over time, I’ve come to see proximity as one of the most underestimated drivers of growth and change. The people we are surrounded by, the conversations we are part of, and the environments we move through all shape what feels normal, available, and achievable.

“I work with women who are ready to rewrite what ambition and leadership can look like, beyond convention, beyond borrowed definitions. My role is to walk beside you as you design a business, a life, and wealth that feel spacious and deeply aligned with who you are becoming.”

A worldview of connection.

As a Māori woman, my perspective is inseparable from my culture and whakapapa. In te ao Māori, wellbeing is collective, relationships are wealth, and growth happens in rhythm with the seasons and community.

This worldview shapes my work. It is why I see wealth, leadership, and ambition as pathways to greater possibility, self-determination, and quality of life.

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Founder in creative setting representing personal and professional evolution

Why I do this work.

I believe women are at the forefront of shaping a new paradigm of business and leadership, one where ambition and wellbeing coexist, where wealth is intelligent and sovereign, and where leadership is measured not only by results but by the cultural and human impact it creates.

My work is about walking beside you in that evolution. To challenge, refine, and expand your vision for yourself and for the communities and industries you influence.

“Ehara taku toa i te toa takitahi, engari he toa takitini.”

My success is not mine alone, but the success of many.

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Meet Jess, my operations and creative assistant.

Jess is part of the team at Amy Luttrell Coaching, working behind the scenes across the business.

With a background in graphic design, branding and digital media, her experience spans creative agencies, freelance collaborations and running her own design studio (Beachdays Design).

Known for her thoughtful approach, creativity and calm presence, Jess brings a unique combination of creative thinking and organisational support to her role.

When she’s not working, you’ll find her spending time with her family — in, on and around the ocean.