About Leadership Coaching at Blue Plume Academy

Hi, I’m Andrew Masterson, a leadership, career, and personal growth coach, and the founder of Blue Plume Academy. I am dedicated to helping people grow with confidence, purpose, and authenticity through executive coaching.

My coaching sits at the intersection of personal insight, behavioral change, and practical leadership capability. My style is supportive but positively challenging, shaped by the principles of reflective learning, self-awareness, accountability, empowerment, and inclusivity. I create a space where people feel comfortable enough to think openly and encouraged enough to stretch beyond the limits they have unconsciously placed on themselves.

I spent 15 years serving in the British Army, leading teams in high-stress, high-stakes environments around the world. Those years shaped my understanding of leadership in a way few other experiences could. I learned how people operate under pressure, how trust is built when conditions are at their toughest, and what it takes to make clear decisions when the stakes are real. These lessons continue to influence my coaching and the way I support clients through their own moments of challenge and change.

It was during this time that the inspiration for Blue Plume Academy took root. Serving with the Irish Guards, the blue plume worn in our bearskins was far more than a piece of regimental identity. Historically, it helped soldiers find their kin amid confusion and pressure. That idea stayed with me. Today, it shapes the ethos of my work: guiding clients to find their direction when circumstances feel overwhelming and helping them move toward where they need to stand next through effective leadership training.

Alongside coaching, I work in Learning & Development, designing and delivering experiences that build capability and support meaningful professional growth. This keeps me connected to the evolving needs of modern organizations and helps me bring a practical, real-world approach to every session of personal growth coaching.

I also serve as a SEND and AI Governor in primary education, championing inclusive learning and the responsible use of technology. This role strengthens my commitment to equity, lifelong learning, and thoughtful development.