Sue Willoughby, the founder of Willoughby Coaching LLC, is transforming the way women over 40 approach midlife. Her unique approach to coaching blends emotional resilience with radical self-leadership, helping women break free from the roles and expectations that have kept them stuck for years. Through her transformative work, Willoughby is helping women reclaim their voice, confidence, and sense of calm, guiding them through a bold reinvention of their lives.
For many women, midlife is a time of reflection, a moment when they look back at the years spent caring for others, fulfilling societal expectations, and fulfilling roles they never truly chose for themselves. They often ask themselves, “Is this all there is?” For Sue Willoughby, this question was the catalyst for her own journey of transformation. After facing numerous personal challenges, including a difficult childhood, low self-esteem, and even surviving a suicide attempt, Willoughby knows firsthand the challenges that many women face when they feel disconnected from their true selves.
“Midlife isn’t the end of the road—it’s the moment you finally get to take the wheel,” says Willoughby. “So many women in midlife are stuck in the roles they’ve been expected to play, the rules they’ve been taught to follow, and the expectations they’ve absorbed over the years. It’s time to break free and start living for themselves.”
Willoughby’s approach to coaching is both grounded and practical, yet deeply transformative. As a certified Equus Coach, she incorporates horses into her coaching sessions. Equus Coaching® is a non-verbal, experiential method that uses the wisdom of horses to mirror and reveal patterns of behavior, communication, and emotional responses. It is this raw, intuitive feedback that allows her clients to reconnect with their bodies, instincts, and inner truths in a way that traditional coaching cannot.
Willoughby’s coaching methodology also emphasizes equanimity, which is the ability to remain calm and centered in the face of life’s challenges. “Equanimity isn’t about being calm all the time—it’s about staying centered no matter what hits the fan,” Willoughby explains. By teaching women how to cultivate this sense of calm and confidence, she is empowering them to lead with purpose and clarity, even in the face of adversity.
“I’ve always felt connected to horses, and when I discovered Equus Coaching®, it felt like coming home,” says Willoughby. “Horses don’t lie. They mirror our energy, emotions, and actions without judgment. It’s that raw honesty that allows people to get out of their heads and reconnect with their body, intuition, and truth in a way that talk-based coaching can’t access.”
One of Willoughby’s most powerful contributions to the coaching world is her flagship membership community, STAY Unshakable. This membership offers women over 40 a supportive space to stop playing small and start living boldly. Through exclusive content, group coaching, and access to a like-minded community, Willoughby is helping women embrace their true selves and live unapologetically.
“STAY Unshakable isn’t just a membership; it’s a movement,” says Willoughby. “It’s about reclaiming your voice, reclaiming your power, and living with clarity and purpose.”
In addition to her coaching work, Willoughby is the author of two upcoming books: The Art of Equanimity and Reimagine Your Life: Letting Go of the ‘Bucket List’ Mentality. The first book delves deep into the practice of equanimity, teaching women how to stay grounded and centered in all areas of their lives. The second challenges the traditional notion of waiting for the “right time” to pursue dreams, urging women to take action in the present moment rather than waiting for a someday that may never come.
“I’ve helped hundreds of women rewrite their own stories,” says Willoughby. “From feeling stuck in the expectations of others to living boldly and authentically, I’ve witnessed firsthand the power of women embracing their truth and stepping into their full potential.”
Willoughby’s approach to coaching stands out because of its no-nonsense, direct style. “Most life coaches either go soft with feel-good fluff or push hustle culture disguised as empowerment. I do neither,” Willoughby explains. “I blend deep emotional resilience training with real talk and grounded action. My work is for women who are ready to break free from the ‘good girl’ script and take responsibility for their own transformation.”
Beyond her coaching, Willoughby is also the co-host of two podcasts: A Life Worth Being and The Air Is Free – Luften är fri. These platforms give Willoughby the opportunity to share her insights on personal transformation, emotional resilience, and bold reinvention. Her podcasts have become a valuable resource for women who are looking for inspiration and practical tools to live with purpose and authenticity.
Willoughby’s work is not just about coaching—it’s about creating a culture of emotional freedom for women in midlife and beyond. By combining deep emotional resilience with the transformative power of horses, she is creating a global movement for women who want to stop waiting for life to happen to them and instead start living the life they truly desire, unapologetically.
“Midlife isn’t the end of the road—it’s the moment you finally get to take the wheel,” Willoughby says. “And I’m here to show women how to do just that, with grace, strength, and unapologetic authenticity.”
For more information about Sue Willoughby and Willoughby Coaching, visit www.willoughbycoaching.com.
Follow Sue on Instagram at @sue_willoughby, Facebook at @willoughbycoaching, LinkedIn at Sue Willoughby, YouTube at Sue Willoughby, and listen to her podcasts A Life Worth Being at www.alifeworthbeing.com and The Air Is Free at Spotify.