Evesham-based former British Army soldier and certified life coach Sam Coton has launched Better Me, Better You C.I.C., a new adolescent mindset coaching community interest company, this September.
The venture kicked off with a motivational talk for Year 11 pupils at Chipping Campden School, where Sam shared his approach to overcoming life’s adversities and how pushing through the fear zone is key for future success. Drawing on experiences from military and civilian life Sam guideds students through resilience-building exercises during the first day back at school. He is also set to deliver sessions with Year 11 students, focusing on cultivating a positive mindset through storytelling, lived experience, and interactive coaching.
Better Me, Better You aims to help young people facing the pressures of modern life and associated mental health challenges. At this time of year, returning to classes with new routines and expectations can heighten anxiety in teens already struggling. By providing coaching rooted in real-life experience, Sam’s workshops and one-to-one coaching offer practical tools to manage stress, build confidence, and adapt to challenges. The CIC model means programmes will be funded through grants and donations, allowing schools and youth groups to access support without additional financial strain.
The launch comes at a time when mental health issues among young people are increasing sharply. In 2022, 18.0% of children aged 7–16 and 22.0% of young people aged 17–24 in England had a probable mental health disorder. In 2023–24, there were 204,526 new referrals for children aged 17 and under where the primary cause was anxiety – more than double the number pre-COVID.
Better Me, Better You will now extend its reach across Gloucestershire, Worcestershire and neighbouring counties, with plans for workshops in schools, youth groups and sports clubs.
A free online Q&A event for parents and carers will take place on Wednesday 17 September, 19:00–20:00, providing a forum to share views and ideas on how best to support the next generation. Places can be booked by contacting sam@bettermebetteryou.org.uk.
“I set up Better Me, Better You because I’ve seen first-hand how important mindset is when life gets tough. My time in the Army taught me that resilience isn’t about being unbreakable, it’s about finding ways to adapt, recover, and keep moving forward. Young people today face huge pressures inside and outside of school, and I wanted to create something that gives them the tools and self-belief to thrive, not just survive.”
Mr Rushworth, Vice Principal: Quality of Education at Chipping Campden School, said: “We have worked with Sam for the last two to three years because his message cuts through in a way that others cannot. Sam has worked with our year 10 and 11 students, growing their self-belief and confidence. Often changing their direction by just one degree has meant a far bigger impact over time.”
In the context of rising referrals and demand for mental health support in schools, initiatives like Better Me, Better You offer early-intervention tools outside of traditional therapy or NHS services, complementing what schools and health providers are working hard to achieve.
