My Story, My work
I’m a coaching psychologist, Registered Psychologist in Australia and France and Chartered Psychologist (UK), author, and researcher dedicated to ethical and courageous leadership. I’m also the founder and publisher behind a series of global initiatives, and the host of
ChangeMakers and Podcasters in Conversation, where I explore human-centred leadership with voices from around the world.
My work brings together positive psychology, coaching psychology, moral psychology and human development. Through my research and writing, I explore ethicality, identity, Courageous Becoming and the psychological capacities that support intentional action, wellbeing and human flourishing.
I have always been drawn to the capacity for humans to grow and flourish, not just as individuals but as leaders, communities, and societies. My work is about creating spaces where reflection is invited, awareness is expanded, and ethicality is at the forefront, supporting growth and wellbeing to go hand in hand.
My work has given rise to Developmental Ethicality, a new domain of human development inquiry exploring how ethical capability develops within individuals, relationships, and cultures across our personal and professional lives.
For over two decades, I have been at the forefront of integrating coaching, psychology, and ethics into professional development. I am one of the pioneering figures of the integration of positive psychology and coaching psychology, shaping how these disciplines converge to advance wellbeing in coaching and leadership. My contributions have influenced global discussions, research, and professional practice, strengthening ethical awareness and the intentional development of coaches, leaders, and organisations.
Driving Impact, Leading Change
As Founder and Executive Director of Ethics Forum International (EFI), I have created an independent, cross-professional ecosystem dedicated to advancing ethics, ethicality and human flourishing across coaching, leadership, education, psychology and wider professional life.
I began my international convening work with Coaching Ethics Forum (CEF) in 2021, bringing together official representatives of the International Coaching Federation (ICF), EMCC Global, and the Association for Coaching (AC) to explore ethical responsibility and the future of coaching. I subsequently established CEF as an independent international platform and developed its annual conference, which I continue to chair.
Between 2022 and 2025, I convened and facilitated conference panel discussions involving leaders of international professional coaching bodies, creating opportunities for dialogue across organisational boundaries.
This work developed further through Safeguarding the Integrity of Coaching, a series of international roundtables convened over approximately 12 months. The discussions resulted in Coaching: A Guide for the Curious (2025), a collaborative publication supported by 14 endorsing professional organisations and made freely available to the public.
These initiatives reflect a continuing commitment to bringing people and institutions together around shared ethical responsibilities, creating spaces for independent inquiry, professional dialogue and collective contribution.
Empowering Growth Through Teaching, Facilitation & Coaching
Beyond my written contributions, I thrive in spaces where learning, dialogue, and transformation happen in real-time. Whether through coaching, keynote talks, interactive workshops, or immersive teaching, I bring a relational yet rigorous approach, challenging and inspiring individuals, teams, and organisations to think deeply, act courageously, and grow meaningfully.
Creating an Ecosystem for Ethical Practice
I’ve founded and built a series of initiatives dedicated to ethical leadership, reflective practice, and courageous voice.
Ethics Forum International (EFI) brings together my global work in ethics and ethicality through an interconnected ecosystem of membership, dialogue, professional recognition and collaborative initiatives that strengthen ethical practice, cultivate ethicality, and contribute to human flourishing across professions and society.
Together these initiatives form a living ecosystem:
Coaching Ethics Forum (CEF) has moved ethics from the sidelines into the heart of coaching and leadership discussions, providing a global space for meaningful inquiry and action.
The Academy of Ethicality (AoE) advances learning, research and scholarship in ethics and ethicality, supporting the development of ethical capability and capacity through education, reflective practice and cross-disciplinary inquiry.
Champions of Courage Awards celebrate and learn from those who lead by example, individuals and teams whose courage strengthens the fabric of leadership and professional life. Awardee Recordings
Sable Praxis is the independent publishing house I founded, which publishes both JoCE and EEI, ensuring that rigorous academic work and accessible professional insights are available worldwide.
Journal of Coaching Ethics (JoCE) fills a long-overlooked gap-offering a dedicated academic home for rigorous research and critical discourse that strengthens ethical practice in coaching.
Ethical EDGE Insights (EEi) magazine provides a space for reflection, learning, and professional growth, where leaders share insights that challenge, inspire, and deepen engagement with ethical leadership.
Through While We’re Here, my podcast with the invitation Let’s See Where This Goes, I bring together conversations with people whose experiences, ideas and perspectives invite curiosity, reflection and connection. Building on my earlier ChangeMakers in Conversation and Podcasters in Conversation series, I explore the human stories behind the work we do, the choices we make and the lives we lead. These are open, thoughtful conversations that make room for the unexpected, allowing us to discover where genuine dialogue might take us. 👉 Visit the YouTube Series
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Ethics Beyond the code Foundation Professional Certificates & Diploma (EBTC). These globally respected courses foster ethical acuity and ethical capability through a psychologically and cross-disciplinarily informed, developmental, and reflective approach to practice, supporting ethicality across cross-professional domains.
Publications & Professional Profile
My publications include two landmark volumes in the coaching domain: Positive Psychology Coaching in the Workplace (2021) and The Ethical Coaches’ Handbook: A Guide to Developing Ethical Maturity in Practice (2023), and Ethical Case Studies for Coach Development and Practice: A Coach’s Companion (2024). I have also authored multiple chapters and articles on coaching psychology, ethics, and wellbeing.
Download Bio: Wendy-Ann Bio 2026
Download Master CV: Wendy-Ann Master 2026
Download Media Bio: Wendy-Ann Smith Media 2026
Speaking, Teaching & Coaching
Beyond my written contributions, I thrive in spaces where learning, dialogue, and transformation happen in real-time. Whether through coaching, keynote talks, interactive workshops, or immersive teaching, I bring a relational yet rigorous approach, challenging and inspiring individuals, teams, and organisations to think deeply, act courageously, and grow meaningfully.
Shaping Conversations, Inspiring Change
I create spaces where people feel welcomed, challenged, and valued—whether they are emerging voices or established leaders. My approach is relational yet rigorous, fostering open dialogue while striving for excellence in thought and practice. I invite shared inquiry, integrity, and the courage to engage in meaningful conversations that shape our field.
These initiatives weren’t inherited. They were created from the ground up.
From foundational partnerships to global events and publications, each one has been carefully designed to hold space for dialogue, inclusion, connection, and professional excellence.
Credentials & Professional Affiliations
Registered Psychologist (Australia PSY0104807& France ADELI: 789319225) Chartered Psychologist (BPS, UK) – (BPS No: 260332), specialising in coaching psychology
Diplôme de Master en Psychologie (France)
Bachelor’s Degree in Psychology – University of Wollongong
Postgraduate Diploma in Executive Coaching Psychology – University of Sydney
Diploma in Management & Leadership
Diploma in Training & Assessment
Accredited Workshop Facilitator of LEGO® Serious Play® for Positive Psychology Coaching
Member of:
Australian Psychological Society British Psychological Society International Society for Coaching Psychology
International Positive Psychology Association
Explore My Work
Whether you’re shaping a culture of integrity, supporting leaders, or deepening your own practice—I offer spaces where ethicality, courage, wellbeing and growth come together.
Beyond My Work
Alongside my professional life, I am nourished by creativity, travel, service, and relationships. Photography allows me to capture perspectives that might otherwise go unnoticed, while travel deepens my understanding of cultures, languages, and histories.
Service has been a constant thread, from coordinating evacuation centers with Red Cross Australia to leading fundraising initiatives and serving as Membership Coordinator and President of a Lions Club in France.
Above all, being a mother and grandmother is central to my life, shaping how I connect, give, and grow. At home, my cat is a steady companion.
A moment of pause, connection, and reflection—because life is about more than work.
I create with intention. I lead with courage. I hope to inspire meaningful change.
Testimonials
Voices of Experience. Perspectives That Matter.
Attendee
CEF Conference
Wendy-Ann has a way of making complex conversations feel both accessible and profound. Her leadership is steady, insightful, and deeply ethical, creating spaces where people feel both challenged and supported. She embodies integrity in action.
Attendee
Positive Psychology Coaching Masterclass
Thank you for the energy and vulnerability you brought into the space. Your presence as a teacher is both generous and deeply impactful.
Attendee
Webinar
Wendy-Ann, thank you for your presentation today. I really appreciated the way you made all of us reflect deeply on ethics. I’m looking forward to new opportunities to reflect on it!
Attendee
Positive Psychology Coaching Masterclass
Thank you for guiding us into a deeper way of thinking and reflecting. Your approach opened something essential.
Attendee
Positive Psychology Coaching Masterclass
This experience offered such meaningful reflection—both personal and collective. I’m walking away with something valuable that will stay with me.
Attendee
CEF Conference
Fantastic community. It was great that Wendy-Ann stated from the beginning that we should bring kindness—that created a fantastic atmosphere.