Want to know a secret?

Life gets easier when you stop being so hard on yourself

At SelfCareSchool we teach the how. These are lessons for simple, impactful ways to treat ourselves, and others, with more kindness.
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SelfCareSchool is packed with mindset coaching courses

for the "I would never talk like this to someone else" people, for the "I just can't seem to stop doing it" people, for the "I'm trying my best, but I am tired" people.

SelfCareSchool membership has weekly group coaching calls

Learn how to apply our politics to ourselves, our bodies and our lives. We focus on emotional wellbeing, reclaiming our power from the capitalist, patriarchal nonsense living rent-free in our heads.

If you have ever found yourself thinking you want to stop the self-sabotage, you're in the right place, friend.

Do you tell all your mates how amazing they are...

And then find yourself always telling yourself you are not doing enough? I found a way to turn down the volume on our inner critic. And I'll teach you how.
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Each week, in the membership, you get

A group coaching call (and so much more)

SelfCareSchool is made up of incredible humans from around the world, all working out how to bring more compassion to themselves and others.  It is a powerful room of people sharing, learning, laughin, crying, sharing their hearts and supporting each other.  It is one of the most kind and supportive space on the internet.  And that is from the words of people in the membership.

If you are burnt out from giving too much

It is time to be kind to yourself

Imagine what life could feel like if it was not all so overwhelming

Would it all feel less stressful if you felt a bit better about

  • Body Image?

  • Confidence?

  • Boundaries?

  • Time?

  • Decision making?

  • Hope?

Is your inner critic too loud?

Tell me if this sounds familiar... You are just about to do something and suddenly a brain gremlin pops up and tells you that you’re probably not good enough and you don’t know what you are doing...

And you know life would be less stressful

If you could just stop being your own worst enemy

If you've read the anti-capitalist manifestos and bought the pin badges

but you still catch yourself working too hard and basing your value on your productivity.

And you share feminist memes and champion your sisters

...and yet, still catch yourself being really damn mean to yourself in the mirror.

I am going to let you in on a little brain breaking secret:

there is nothing wrong with you.

When you know you want to build self-confidence

But your brain just won't be quiet

Maybe it is time to try a fresh approach. SelfCareSchool teaches the techniques I spent years looking for. It is a simple, repeatable methodology that actually works. Even for the most stubborn of brains (like mine).
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This is about so much more than positive thinking

It is not about gaslighting ourselves, it about creating real world change

You can learn methods to train your brain to notice what you want and plan a way to get there. This is about so much more than "limiting beliefs" these are real world tools to apply to your every day. This is sweary self care and realism mixed with self-compassion and practicality. And these are the tools I used to get me from self-critic to self-confident.
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If you want the world to be a kinder place

But you just can't stop being hard on yourself

I have some tools which you are going to find really useful.

We are taught to undermine ourselves

and this means we can unlearn it

Using a blend of counselling, coaching, somatic and thoughtwork techniques you will learn how to unpack your thoughts and connect your politics to your self care. These are methods which test those thoughts you keep undermining yourself with and map a path to where you want to be. These are the tools which have helped me shift stuff I spent over 20 years in therapy trying to resolve. They gave me such robust results that I decided to train with my coach's teacher. So whether it is simple strategies for a better body image or effective ways to build more confidence, there is something for everyone here.

You're going to get expert guidance

and support every single week

And personalised help according to what is going on in your life.
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This course is for feminists (or for the feminist-curious)

who want to apply their politics to the way they speak to themselves.

If you've ever found yourself uttering, "I would never speak to someone else the way I talk to myself", then you're in the right place.
Black woman in the sunlight


It's really hard to find time to look after your wellbeing

In SelfCareSchool we teach a proven formula for you to discover all those secret pockets of time which have been hiding in plain sight.

A collection of tools

to support you in your journey to make peace

  • With Your Confidence

    From body image to communication to second-guessing ourselves - when we build our confidence we pave a path to self trust.

  • With Your Time

    From scheduling to decision-making to people pleasing, we have courses to guide you through the time and energy sucks which are holding you back.

  • With Your Mind

    The way we think changes everything. We teach tools to notice what our brains is telling us, notice the stories we tell ourselves and find ways to take a fresh approaches.

Do you ever feel like:

💔 You do not have the time? Or the moment has passed? Or you never get started because you are so busy telling yourself you should have started already?

You don't have to feel stuck. Another way is possible. This course is about teaching you how to consciously create your personalised game plan and how to execute it consistently.
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Together we learn

With kindness, laughter and self-compassion. And a large spoonful of social justice and practicality thrown in for good measure.

  • Why mindset is the key

  • Why you keep tripping yourself up

  • Why self-sabotage is a time and energy thief

  • Why toxic positivity doesn't work

  • How to train your brain to create habits which serve you

  • Tools to stop running from your emotions (so you have more time and energy for the important stuff in life)

Who am I?

Hi, I'm Anna, also known as HeardinLondon

I'm Anna, a mindset coach, empowerment photographer, feminist, Buddhist and circus expert with a strong focus on social justice and how to find creative solutions to help people reclaim their bodies and minds. I am a confidence coach for people who hate having their photograph taken. I believe by taking on the responsibility to do our own work, we resource ourselves to support more people. I have coached hundreds of people on their path back home to themselves. I am on a fierce mission to equip people with the mindset tools they need to break through their own self-sabotage and live their wildest dreams. I think we all need that. And so I trained in it so more people can build their own toolkit. And I don't think we should all magically know how to manage our minds, if no one ever teaches us.

Anna HeardinLondon

Confidence coach and empowerment photographer


  • "OK, when and where?"

    The lessons, videos, workbooks, and downloadables are all hosted within SelfCareSchoool.co.uk and you can access the welcome pack from the moment you sign up. The private VIP Facebook group is live for you to dip into any time and get coaching from me, report on your progress and stumbles, and have a brilliant community of folk to encourage you back on track. The invite to the group is in your welcome pack. The group calls happen at Wednesday nights 7 pm UK time on zoom, and you will be sent an invite to this in your welcome pack.

  • "How do I know if this is right for me?"

    The course is based on robust mindset tools. I do not teach anything which I have not used myself and know to be completely transformative. Does that mean it will be transformative for you? Of course not. But what I do know and have learnt is that everything we do or don't do comes from our own brains, and once you have learnt this stuff, you are unstoppable.

  • "What is the time commitment?"

    The workbooks and videos are self-study so you can work on them in a way which suits your schedule. The calls are around an hour every week. There are be replays available.

  • "What if I cannot come to the group calls?"

    Catch up when you can if you want to, there is no obligation. Replays will be available for you in your portal. There is also a form where you can submit questions to be coached on even if you cannot make the call.

  • "Is this an entry-level class, an advanced class or worth it for people who have read all the self-help books they can get their hands on?"

    The magic of this work is that it will immediately address the most significant obstacle holding you back in your life. It does not matter where you are, what your background is or how you arrive at this work; the thing that is causing you not to be where you want to be - that is the thing your brain is going to start looking at, frankly, to prove me wrong. So it can feel right and SAFE. But the more you look at what is keeping you from what you want in life, through the lens of these tools, the more you can clearly see that just because something is familiar, that does not mean it is something you still need to cling to. Maybe other thoughts could be possible. The group is intentionally mixed abilities of people who come in with a fresh mind and people who have been using these tools since I first began to teach them. And we all learn SO MUCH from each other, from our different life experiences, and from that eye-opening moment where you hear someone else vocalising what you thought had been your own secret little story you have not yet put into words. And when the fear, the imposter syndrome and the doubts all come up, you will be surrounded by a team of people cheering you on and guiding you back to the safe shores of remembering that all of us are worthy.

  • "What if I don't have time?"

    If you do not have time to do the things you want to do, then that is a problem, right? And if you continue to do what you are doing, you will create more of what you are already getting. Something has to change. How much time do you waste being unkind to yourself? Judging yourself? Getting mixed up in other people's stories? In indecision? What if you could spend one hour a week for one-month learning tools which could change your whole life? What if this was the path which could empower you to make the changes in your life so that you can say yes to everything you want to? No one ever taught us how to use our brains. They just taught us how to use them as storage bins. Managing your mind is a skill and one you can learn. And once you learn to create your own results, you can do so again and again. I used to think I didn't have time. Now I do the things I want to when I want to. This mindset fix taught me how.

  • "This all sounds fabulously fluffy, but aren't I just gaslighting myself?"

    It's actually kinda the opposite: Taking control of your reactions is the opposite of rolling over. Taking full responsibility for any situation gives you your agency and power back. This course is not about some quick fix pretending it never happened; I teach you to understand the desire driving your behaviour so you can decide where you want to accelerate and where you might want to hit the brakes.

  • "I don't want to take up someone else's space"

    "I’ve had my fair share." "I shouldn’t take more than I already have." "I think someone else deserves it more." Does any of that sound familiar? I’ve been thinking a lot about how hard it is to ask for help when you need it most lately. My body has been unruly my whole life, but more so as an adult. I spent three years unable to walk, I have gone through various points in my life where my sight would stop working, and I’ve had spells where my arms hung loosely by my sides for months at a time, and I needed aides to help me do excruciating upheaval tasks such as opening a door. I know what it is like to feel like you’re tired of asking for help. Sometimes I feel it is rooted in not wanting to be seen as a victim. I want to tough it out and prove your independence and that you can make it on your own. Most often, I think it is about this fear that if you ask for support, someone else will have less support. Like it is a help cake, and you stole someone else’s slice. Time, support and compassion don’t divvy up that way, and yet we guilt our way into thinking we are doing someone else out of their fair share (whilst ignoring that our plate is also empty). Maybe it is more difficult because if you have ever been overlooked, you have more empathy to try and make sure no one else feels like that. It is just curious this rarely extends to ourselves. But I fear one of the most common reasons people who need support the most are hesitant to ask for it is that we never know when we may need that help more – and we don’t want the goodwill pot to run dry. It can often feel like you have an allotted number of times you can reach out or ask for help or support before you become a burden or, heaven forbid, a nuisance. I run my work on an if you can, if you can’t and if you need basis. It flies in the face of every business planning class I have ever done – and yet – it works. It works because I know that by making my work more accessible, more people who need it can have it in their lives. By offering photoshoots to anyone who needs them – and they can decide what price bracket they fall into, I suddenly open doors to people to be able to make choices based on their own circumstances and still have the good things in life. The magical extras that feel like indulgent treats and make us feel like self-care is indulgent rather than the oil that lubricates the wheel.

  • "Don't I have more important things to spend my money on than selfcare?"

    Firstly, what are the results you are getting from this thought? How does it make you feel? I think investing money in our mental and emotional health and well-being is the best investment of our lives because everything we do or don't do comes from our brains. I also acknowledge that structural oppression exists, as does general wealth and privilege, and many oppressions come with a lot of additional expenses. I am not interested in creating work which replicates systems which got us here in the first place. I want people to be able to access my work, whatever their finances because this stuff is utterly transformative. Which is why I offer bursary spaces for my work. It is a practice in receiving. You'll need to ask for one, but anyone who needs a free space can actually get access to the work. This is also why I offer a forward option: the community can support each other to access the tools they need to create their own breakthroughs. See the pricing options for more details.

  • "Do You offer scholarships?"

    I offer bursary places on the monthly membership - there is link to this under the section about pricing and you can fill it in there, so you need to let me know which ones you are interested in and let me know if you would like a space.

  • "I did a bunch of online courses over lockdown, and frankly, I don't fancy any more screen time"

    I hear you. Tsundoku is the Japanese word for buying more books than you will ever be able to read in your lifetime. I think we need a version for online courses. And here is why this course is still worth signing up for. The fact that it is online means that many different people from many different places and walks of life can gather, from the comfort of their homes, to learn from each other. The vibrant mix of humans from so many different backgrounds with different life experiences, all learning, relating and cheering each other on, is like nothing I have ever found on the internet. It is an incredible space. Don't just take my word for it. Read the testimonials. I understand in-person has many benefits, and for accessibility, so does online. And you never have to worry about the journey home.

  • "Would coaching work for me?"

    Coaching is one of those words which is attached to lots of different things, and it can be hard to know what you are getting into. So this question makes perfect sense. When I discovered the model, which was formed by Brooke Castillo, based loosely on an amalgamation of some psychology techniques, and old philosophy and heavily influenced by the work of Byron Katie, I felt like I had found the missing piece of the jigsaw. When I heard it being taught through a social justice lens which acknowledges privileges and oppressions by my teacher Kara Lowenthiel, I felt like I had been given the keys to my own brain. And then, in true Anna style, I tried to break it. I threw all of my worst, deepest, most shameful, most frightening stories at the process with the attitude of "Yeah? But what about THIS?" Each time, I peeled back a layer and was shown my brain and my own choices. Will coaching be the magic solution you have been searching for? Only you know the answer to that. What I can tell you is that I spent my entire adult life and most of my adult income trying to find things to "fix" me. And this is the one thing that taught me that maybe I was not broken after all. Maybe I am just a human out there doing my best with what I know. Coaching has been the single best investment of my whole life. That is why I invested in it at university level fees to train how to hold space for whatever you need me to hold with you. And this is why I am willing to put myself out there time and time and time again to tell you about this work. Because I genuinely believe with all of my heart that this work changes lives.

  • "I want to join, but I doubt this will actually help me"

    If you are interested in self-development and self-care, the chances are that you have probably already tried a lot of things, and if you are reading this far, I am guessing that some of them worked and some of them didn't but that none of them gave you the tools you were looking for. I can hand-on-heart tell you I tried all of the things. I spent most of my adult life income on looking for stuff that worked. And this is the thing which turned up so many repeated results for me that I decided to train in it. But rather than me insist that it worked for me, so it will definitely work for everyone, I invite you to get curious. What could be possible for you if you made this decision from a place of "What if this works" rather than "What if it doesn't?".

  • "What is the difference between coaching and counselling?"

    Counselling is brilliant, and an important part of many people’s journey (including my own) and it generally focuses a lot on things in the past which have resulted in where we are today. Coaching looks at where we are currently and where we want to be and supports you to draw a map to get there.

  • "I have too many thoughts"

    I understand you may believe you are the only one who has brain spaghetti, but in reality, it is more common than people with crystal clear, razor-sharp, A-B, no distractions brains. Nearly everyone believes they have too much to work on, and they, like you, are worried that if they pull on one thread, the entire thing will unravel. But in truth, it is nearly always the same core thoughts behind everything we do: we are worried we do not feel safe, loved or accepted. This is lurking behind most of our thoughts. And whichever is your nemesis will show up in lots of other things you do too. So this means you only need to untangle all of your thoughts in one go. If you look at one, it will give you tremendous insights into other areas of your life.

  • "I'm frightened"

    Amazing noticing, friend. Seriously. It is by noticing which emotions are coming up for us that we get to decide which ones we would like to keep and which ones we want to decide to release. Can you identify which thought is behind "I am frightened"? And are there other places in your life this shows up? Rather than thinking about what could go wrong, is there space for you to try and spend as much time thinking about what could go right? What if this was the thing that helped you to live your life less dominated by fear?

  • "Why is group coaching important?"

    When you get coached for yourself, you bring along all of your old stories and brain gremlins with you, whereas when you watch someone else get coached, you are not so defensive, so you can watch how brains work without feeling the need to justify yourself. It is hard to understand how powerful this can be until you experience it, but most people on the course say this is some of the most powerful work. There is something incredibly humbling and healing about watching someone with a very different life to your vocalise your deepest secrets in their way when you may have suspected you were the only one thinking this stuff. It connects us and frees us from feeling like we are somehow uniquely broken. It is by far some of the most transformative work of my life.

  • "I think I need extra support and want to book one-to-one coaching"

    That's great you're so enthusiastic about the work. We can definitely do that. Just contact me for options.

  • "Isn’t this all just a bit self-indulgent?"

    One of the common misconceptions about self-development is that it is self-indulgent navel-gazing. I hate to break it to you if that is what you have been seeking, but mindset work is HARD. Coaching is about finding the right questions to guide you to finding your own answers. It is about picking apart your assumptions and investigating your belief systems. It is unravelling those stories we tell ourselves over and over again and working out which ones we want to rewrite. And it is the opposite of selfish. Because when one of us ceases self-sabotage and commutes to shining in our best light, we all benefit. When you reclaim all that energy you spend being mean to yourself, you get momentum to focus on the stuff that is really important to you, like your friends, your family, reading that book or fighting climate change. What could you achieve if you harvest all the time you spent undermining yourself?

  • "Why should I trust you?"

    I like to think of this work as me reading all the self-help books, so you do not have to. I am a certified life coach through The Life Coach School, considered one of the most reputable training schools in the world. I hold CPCAP Counselling and Psychotherapy Level / Counselling and Psychotherapy European Qualifications Framework Level and Systematic Coaching with Constellations Level 1. What do these bits of paper mean? Well, in truth, very little. I have also invested a heap of money, time and commitment to learning the methodology I teach. But if you know what this could mean for you, read some of the testimonials that pepper this page.

  • "Will there be recordings?"

    Absolutely. You can listen to the weekly workshops in your own time, and you can rewatch the group calls in the portal.

  • "What if I have a question between coaching calls"

    No problem! That's what the members-only Facebook group is for, and I am regularly there answering questions.

  • "Ok, this is all very well and good, but you have no idea how rubbish I am deep down"

    My darling, if only you knew how many of us have felt like this. And that it does not have to be your only story. After coaching hundreds of people, I started to notice a pattern: this one thing is most people's deepest fear. And when we can see that most people feel like this, we can explore the idea that maybe it is not us that is the problem and what we want to do about it.

  • "What happens when I sign up?"

    You get immediate access to the Self Sabotage Solution workbook and videos. As soon as you sign up, you will have access to the VIP Facebook group and can begin connecting with your classmates (and me!).

If you want to learn this stuff

Alongside people from different walks of life

In a supportive environment with expert guidance and a self-study fast track to accompany live coaching, laughter and connection.
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If you are tired

of feeling like you constantly need to please others

at the expense of your own wellbeing, but it never seems to be enough. Our courses are here to help. This work teaches how to set and maintain healthy boundaries. This work has helped countless people break free from the cycle of people-pleasing and perfectionism. Though a combination of group discussions, exercises and coaching support, you will learn how to set boundaries, communicate your needs and prioritise your joy.
A black woman in an orange top looking towards a window

You may be thinking "I shouldn't spend money on myself..."

And I just want to offer that investing in your emotional wellbeing is something which compounds over time, the tools you learn here will make the rest of your life so much less stressful and give you loads more time and energy, and those are things we all need more of.

Join the Membership

Get the goods for your brain

  • £127.00 / month

    Full Wage Monthly Membership - Weekly coaching call and over 25 courses

    Join in here
  • £997.00 / year

    Annual Membership

    Join in here
  • £47.00 / month

    Concessions Monthly Membership

    Join in here

SelfCare Scholarship

No one is turned away for lack of resources

Click here to apply for the scholarship : Hardship bursary application

People who are able to pay the full fee help me ensure no one is ever turned away for financial reasons.

If you'd like to Pay Forward and sponsor someone on the course, please let me know.


The foundation for your future self

This is the blueprint you need to quieten those brain gremlins. This is a supportive community of people who are learning together and cheering each other on.

Self-Study Courses

Not ready for the membership yet and just want to work on one topic in your own time? Of course(s) ... Just click on any of the pictures below

I will teach you how to build a reward system in your brain

for being kind to yourself.

I spent years working all hours to try and keep the wolf from the door and being petrified of what was around the corner if I stopped grafting, and now I run a thriving confidence coaching and empowerment photography business which changes lives. And these are the tools I used to get here.    I created this work to provide a simple, cohesive strategy for you to be able to manage your own mind and become someone who has your own back.

Keep in touch

Add your email to get SelfCareSundays Postcards: weekly tips, tricks, course and resources into your inbox list to get the latest updates.

Thank You




Join the Membership

Get the goods for your brain

  • £127.00 / month

    Full Wage Monthly Membership - Weekly coaching call and over 25 courses

    Join in here
  • £997.00 / year

    Annual Membership

    Join in here
  • £47.00 / month

    Concessions Monthly Membership

    Join in here

SelfCare Scholarship

No one is turned away for lack of resources

Click here to apply for the scholarship : Hardship bursary application

People who are able to pay the full fee help me ensure no one is ever turned away for financial reasons.

If you'd like to Pay Forward and sponsor someone on the course, please let me know.

The foundation for your future self

This is the blueprint you need to quieten those brain gremlins. This is a supportive community of people who are learning together and cheering each other on.

Keep in touch

Add your email to get SelfCareSundays Postcards: weekly tips, tricks, course and resources into your inbox list to get the latest updates.

Thank You