About me

I’m Fi Craig, a qualified and experienced Team and Executive Coach

Proudly based in Bristol, and a willing traveller to where I’m needed. 

Trained at the coalface of commercial agency life, and at Henley Business School (Professional Certificate in Executive Coaching, Professional Certificate in Team and Systemic Coaching) I’m a thinking partner, supportive ally and bear-poker to teams and individuals who know they are capable of more, and whose organisations need them to bring their very best. 

I’m also (or have been) a publisher, marketer, strategist, podcaster, mentor, mum to teenage boys, student, sailor, black belt and drummer (yes, I’m in a band). 

I'm fascinated by team dynamics - the invisible forces we can’t see, and yet can feel every day if we pay attention.  These can both help and hinder our work in teams, and I’m on a mission to support teams use these to their advantage, learn ‘how to team’ as a skill that sits right alongside their other capabilities.

I know the power and impact of a team working well - I've been lucky enough to be part of a few - I also know how detrimental underperforming and badly thought-about teams are to project and organisational success. I’ll admit to being a part of some of these too. 

“Fi was brilliant. She has this rare balance of being no-nonsense while also warm. Her questioning and gentle unpicking helped me get to the core of what is important to me – and enabled me to uncover what I knew deep down I needed to do.”

— Kerry Harrison | Creative Facilitator | Copywriter, Bristol

Meet the GoodThinking team of co-coaches and collaborators

  • Michelle Bissett

    Team Specialist & Executive Coach

  • Annabel Purves

    Team Coach and facilitator

  • Gemma Bullivant

    HR Coach & Consultant, and podcast co-host

Curious about how we could help?

Let’s talk

If you’re a senior team leader, or responsible for supporting leadership teams, and are struggling to fully realise the purpose, performance or potential of your team, then let’s talk.

Get in touch with me for a confidential, no-commitment conversation.

Don’t just take it from me

  • ‘Fi was great. She helped me structure my thoughts in order to look forward.’

    Coachee from Nike

  • ‘Fi really helped me identify things I didn’t realise I already knew! I left feeling motivated and ready.’

    Coachee from Digitaloft

  • ‘Fi was great at making me feel relaxed enough to talk. It stuck me how observant she was, and she asked questions that allowed me to have some lightbulb moments’

    Coachee from Emergo

  • ‘Left the session with a much clearer mind and plan on how to tackle the issue. Great use of an hour!’

    Coachee from Hello Fresh