In this episode of Founders Future, with host Olivia Sammons, we’re joined by Will Steel, a former Royal Air Force pilot turned high-performance and transformational coach. Will shares his unconventional journey—from military aviation and the airline industry to spending over two decades leading large-scale transformational and leadership programs across the globe, impacting tens of thousands of people. After the pandemic brought live programs to a halt, Will made the decision to fully step into coaching as an independent founder, choosing to work with individuals who are committed to making meaningful impact beyond financial success.

The conversation explores Will’s deeply human approach to coaching elite entrepreneurs, executives, and change-makers—helping them uncover the unseen beliefs and early-life patterns that limit performance, fulfillment, and leadership. He explains why clarity, freedom, and presence matter more than tactics, how trust and referrals have shaped his business growth, and why scaling coaching with integrity remains both a challenge and a priority. Will also reflects on the inspiration behind his internationally bestselling book Free to Lead, written to help leaders break internal constraints and lead powerfully from who they truly are, not who they think they need to be.