Self Care School

is here so you can stop feeling sh*t about yourself.

Spoiler: it was never your fault, and no one ever taught you how to stop. Until now.


Do you want to stop being so hard on yourself?

But it just seems like a habit?

You know the problem. So why can't you shift it?

You've probably tried pushing through.  You've tried creating more willpower.  Maybe you've meditated, breathworked and affirmationed yourself into oblivion... but there is still that voice in your head which tells you that you're not good enough.


Your effort isn't the problem.

The problem is no one taught us how to deal with our inner critic.  Until now.


  • 🔧 Clear mindset shifts for people with busy lives

  • 💬 A simple framework to change you the way you speak to yourself

  • 🤝 A practical way to stop losing yourself to people pleasing

  • 🌿 Insights that actually stick – even on the hard days


And you know what all that gives you in very real terms? 

⛱️ More time and more energy.


You deserve to spend less time being mean to yourself and more time living.


Inside SelfCareSchool I walk you through every single step, with a simple, repeatable formula, you can use to soothe every area of your life.


Let's get the patriarchy out of your head and in the bin. 🗑️

What is SelfCareSchool Membership?

A quick explainer

SelfCareSchool teaches the "but how do I change it?" folk

how to solve problems like:

  • "I can't say no without feeling guilty"

  • "I overthink everything"

  • "Why has diet culture still got a grip on me?"

  • "I'm overwhelmed"

  • "How to stop apologising for everything"

  • "I'm stuck"

  • "I keep f'ing things up"

SelfCareSchool is a monthly membership where you access coaching, classes & community

Learn how to stop being your own worst enemy, so you can live the life of your dreams.

This work is personal, political and systemic: when you begin to notice the internalised socialisation, you can start reclaiming your energy, your time and your head space.

If you're the one everyone else leans on

Who the hell is holding you up?


You've read the books. You've saved the posts. You listened to the podcast on the way to work and thought "Yes, that, exactly that!", and then you got home, realised no one had picked their socks up, your inbox is overflowing and it looks like dinner is your gig again.


You want to change this.

You know all the theory. 

You just can't seem to apply it to yourself.

And when ever you try and make time, it seems to go to sorting out someone else's drama.


This the gap between knowing  what you need to do and prioritising your own needs is what SelfCareSchool fixes.

Does this sound like you?

You want to set boundaries but you're worried you'll upset people.

You want to rest but you feel guilty when you're not doing anything.

You overthink everything, then bottle it up, or explode, and neither one feels like you're doing it right.


Most of us are our own worst enemy.

And we're absolutely exhausted.


If this sounds familiar, I have some very important news for you:

you can change this.



I've helped 1000s of people stop their inner critic ruining things. 


I've found the SIMPLEST way to interrupt those old stories stuck on repeat.

In SelfCareSchool, we learn the basic and vital steps to tame your self-sabotage.

Once I teach you the ONE vital process:

Catch the story. Question the narrative. Transform how you feel.

You get to apply this skill to every single area of your life.  Money mindset, body image, perfectionism, imposter syndrome, relationships, decision making, forgiveness, time management... you name it.  


Inside SelfCareSchool you'll learn how bring ease to every area of your life,

for the rest of your life.

If you'd never speak to a friend the way you speak to yourself

Here's How to Stop: ✋🏼

It's as simple as learning ONE method. You don't have to "fix" yourself or become a different person or have a 36 point morning routine. Once learn how to catch your inner critic it stops taking over. I teach you precisely how inside SelfCareSchool.

SelfCareSchool is a monthly membership

With live weekly calls, a library of instant access courses, you stay as long as it's useful. You graduate yourself when you're ready. There is no minimum time commitment.

Do you have any brain gremlins?

Tell me if this sounds familiar... You have this brilliant idea, you are just about to start it and then a brain gremlin pops up and tells you that you’re a bit rubbish and you don’t know what you are doing.


Or your friend does something really good

... and even though you love them, you can’t stop measuring yourself against them, and for some reason, you always seem to fall a little bit short?


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 have 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.

It's time to have your own back

the way you have everyone else's


SelfCareSchool is a group coaching community.

We focus on emotional wellbeing, reclaiming our power from the capitalist patriarchal nonsense living rent-free in our heads.  

This is a space we learn how to apply our politics to ourselves, our bodies and our lives.  


For wisdom, for kindness, for ourselves and others.  

Access to all these courses (worth over £3350), plus you also get weekly group coaching calls and so much more

Plus you get access to all my live online workshops and bonus brainwork robots

(These are also available to purchase as individual self-study courses)

The gap between the life you want

and the one you have

Is rarely a YOU problem.


If you're someone who finds themselves thiking:

  • Everyone else has it figured out except you
  • You should have done better
  • Who are you to want more?

You were not bnorn thinking like this  you were taught it.  Which means we can unlearn it.


We live in systems that are hell-bent on keeping us out of touch with our health and happiness. Sometimes it's a capitalism problem. Sometimes it's a patriarchy problem. Sometimes it's a lack-of-support problem. SelfCare work that does not look at these impacts won't fix things. 


The tools you will learn inside www.SelfCareSchool.co.uk will help you navigate them, without losing yourself.


You also gain confidence, self esteem, boundaries, time, clarity, hope.

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.

You don't have to become a different person.

You don't have to wait until you're "ready"


You just have to learn to interrupt the pattern before it makes the decision for you.

That's it.

I walk you through every single step inside SelfCareSchool.

I'll show you everything you need to know, and you'll learn exactly what to do if you get distracted.

Before you decide, there’s something important I want you to know:

SelfCareSchool isn’t about fixing yourself, becoming more productive, or finally getting it “right”.


It’s not a place for quick hacks, performative positivity, or being told who you should be.


This work may not be right for you if you’re looking for:

  • A five-step system to feel better without looking at your inner patterns

  • Someone to rescue you, motivate you, or give you vacuous, feel-good soundbites

  • Coaching that avoids politics, power, sexism, racism, structural oppression, or context

  • A promise that life will feel easy all the time

And that’s okay.  This work is not for everyone.



This is for you if:

  • You’re tired of abandoning yourself to keep the peace

  • You want practical tools that work for everyday life situations

  • You want to change how you speak to yourself

  • You’re curious about what might change if you trusted yourself more


You don’t need to be brave, confident, or consistent to be here.

You just need to be willing to get curious about what else could be possible.

What Happens When You Join SelfCareSchool.

You'll be taken to a secure checkout page where you can pay by card or PayPal for the full wage fee. If you need the concessions option, please scroll down.

SelfCareSchool exists for people who are exhausted trying to be “better”



People who are capable, thoughtful, politically aware – and quietly worn down by the amount of emotional labour they carry.

This work is rooted in a simple but radical idea:
Most of our suffering isn’t because we’re broken – it’s because of how we’ve learned to speak to ourselves inside systems that were never built with us in mind.

At SelfCareSchool, we don’t bypass reality.
We don’t pretend context doesn’t matter.
And we don’t ask you to override your body, your boundaries, or your doubt.

Instead, we practise noticing.
We practise choice.
We practise coming back to ourselves, again and again, without drama.

I don’t teach anything I haven’t lived.
Everything here is built from tools I’ve worn in, tested under pressure, and come back to when things are hard.

This isn’t self-improvement.
It’s self-trust.

Blending counselling, coaching, mindfulness and guided introspection techniques

SelfCareSchool helps you unpack your thoughts and connect the way you care about the world to your own self care.


If you are someone who often finds themselves saying "I know that, but I just don't feel it" or "I would never speak to anyone else the way I speak to myself" - this work is for you.


These are methods which robustly test those thoughts you keep undermining yourself with and map a path to where you want to be.


I know I have tried it. These are the tools which have helped me shift stuff I spent over 20 years in therapy trying to resolve. They have proved to be so solid in their results that I decided to train with my teacher's teacher.


I feel like I have a toolkit for life, and I am on a mission to make these tools as accessible as possible.


If you're looking to try and establish some new patterns in your life and see some epic results, you're in the right place.

And this is not just about you

what we're building for the next generation

A simple, repeatable formula

You can use every time your inner critic shows up. We learn with:

  • Coaching (connect)

  • Video lessons (learn)

  • Workbooks (apply)

What This Actually Looks Like

What a week inside SelfCareSchool could look like for you

Sunday: An email lands with this week's coaching topic. 

Monday: You decide to listen to the "From Camera Shy to Body Confident" workshop

Tuesday: You listen to a class from "The Self Sabotage Solution" course on your private podcast on the go.

Wednesday: You join the group coaching call. You can show up live, or watch the replay later - most members do a mix of both.

Thursday: Share in our private community your about your key takeaways from the call the night before.

Friday: Stuck on something specific? The Brainwork Robots points you to the right resources in seconds, so you're never just staring at a screen wondering where to start. 

Saturday: Do a page from one of the workbooks whilst you're waiting for dinner to cook.  Taking a deep dive into something that has been bothering you this week and helpping you uncover your path through.


I have designed SelfCareSchool so there is a clear rule: There is no falling behind. It is compassion guided, self paced and community motivated so you're able to progress at a speed that works for you and your life.  You even get a thorough "Start here" road map.

SelfCareSchool is a space for people who care deeply, feel too much, and want to stop abandoning themselves in the name of being “good.”

Inside, you’ll find the tools no one taught you — to set boundaries, build confidence, and unlearn the stories that keep you stuck.

If you're looking for a clear, practical, repeatable framework to bring about concrete change

This is what we do inside Self Care School

I trust myself now. I rest without guilt. I set boundaries without apologising. I don't measure my worth by my output anymore. And you can too.

Working on our mindset changes everything

What would you love more of?

  • Better Body Image?

  • More Confidence?

  • Better Boundaries?

  • More Time?

  • More clarity?

  • More hope?

Who Am I?

Hi, I am Anna, also known as HeardinLondon

Anna HeardinLondon


I'm Anna, a mindset coach, empowerment photographer, feminist, Buddhist and circus expert. I've spent over two decades focusing on social justice and how to find creative solutions to help people reclaim their bodies and minds. 

I'm a confidence coach for people who hate having their photograph taken. I built SelfCareSchool because I was sick of wellbeing which told women to breathe deeply and ignore the fact that the game is rigged.

I believe by taking on the responsibility to do our own work, we resource ourselves to support more people. 

I've helped thousands of people untangle their stories, so they can lead more joy-filled, relaxing lives. I'm 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. 

We all deserve that. And I don't think we should all magically know how to manage our minds, if no one ever teaches us.

You're probably a bit suspicious.

Good.

If you've been around wellness for any length of time, some part of you is reading this going "yeah, I've heard all this before". Fair. The internet is heaving with coaches selling the same work in a nicer font. So here's the straight difference. Most of it quietly lands at "your thoughts are the problem", which is a short hop from "so you're choosing to feel this way". I don't do that. The work here always asks where the thought came from, and names it: you were socialised into most of this believing you are not good enough stuff. That's not a flaw in you to fix. But you're allowed to put it down. That's what makes this feminist work and not just any old self-help with canva branding.

FAQ

  • "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 community page 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?"

    SelfCareSchool is based on robust mindset tools. I do not teach anything which I have not used myself and have found 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 and a private podcast feed of the calls. You could listen to one class as you cook or you could work your way through a workbook on your commute or you could run through a whole course - it is completely up to you and your learning style. The weekly Wednesday calls are always there for you to bring whatever you need to work on.

  • "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.

  • "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. There is no better place to find than with a group of caring people all working on their own unique journey; it is full of inspiration and empathy and is fertile ground for you to stop and think about what is important to you. If you know how to get there - incredible. If you don't think you'll ever get over it - we've got you. Still trying to figure out where to begin? Let's start together. Then this is the perfect place to uncover what is stopping you from moving forward at the pace you know you deserve. And maybe it is not someone else you want to forgive. Perhaps it is yourself when you messed up, or you've been telling your body it is letting you down, or you cannot stop thinking if you had made that one choice, things would all be so different. Let's stop fantasising about choices from the past being the things which could grant us happiness when we can grant it for ourselves. I teach you how to uncover what is lurking behind your distractions and to be able to notice the patterns which have been holding you back. You need to develop the skill of awareness of your beliefs about yourself and others to understand how your life is unfolding. 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.

  • "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.

  • "I am just someone who tells myself I am rubbish all the time. I don't think this can help me."

    I know that you believe nothing can help, but what if something else could be possible? Would it not be worth trying?

  • "I have tried online courses before and I just don't complete them"

    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. And maybe you do not have to finish every thing to still get what you need from it?

  • "I cannot afford to spend money on self care"

    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.

  • "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?".

  • "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.

  • "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 know there is a scholarship option but 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.

  • "I have too many things to deal with - I wouldn't know where to start"

    Knowing where to start is my job, not yours. You get to come as you are. 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 to open the can of worms"

    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 group coaching?"

    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.

  • "Do you offer bursaries?"

    I do - there is a link in the pricing section

  • "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 inhouse community page 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 courses, workbooks and videos. You get guided through a welcome section and have your first Wednesday night call.

This is a place where 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)

What you will leave with


⭐️ More confidence, energy, and time (for your relationships and for everything else in your life - yourself front and centre)

⭐️ The ability to stop feeling overwhelmed by everything, all the time

⭐️ A solid method to implement clear boundaries

⭐️ The ability to be more present and authentic for yourself and others

⭐️ A robust methodology to solve any problem


FOR THE REST OF YOUR LIFE