500+ founders, executives, and professionals coached across 25 countries — including leaders from Google, SThree, Qatar National Bank, and 500 Startups.

I grew up in Morocco. Beach summers, basketball, a father who read philosophy and kept a library I spent years working through. I was going to study sports science or psychology in Europe. I ended up in art school — financial constraints — and graduated as valedictorian. Got a job at a prestigious agency. Got good at it quickly.And got very good at performing a life I’d designed for someone else’s approval.I co-founded a company. We did well, then lost a major contract, and I went back into the corporate world. I moved to Sweden. Got a good job. Then a better one. And somewhere in the middle of that, the ocean stopped being something I did at weekends and started being the thing I was missing all week.I left. Took a sabbatical. Surfed. And slowly understood something I’d been circling for a decade: I’d been optimising for the wrong thing. Not failing at it — succeeding at it. That’s the harder problem.Surfing taught me this directly. You can’t fake presence in the water. You can’t force the ocean. Every session made the difference between effort and honesty obvious in a way that months of thinking couldn’t.I rebuilt. Moved back to Morocco. Built a practice on the Atlantic coast. And now I work with people all over the world who are somewhere I recognise.If that sounds like where you are — let’s talk.

I’ve lived this. Not a version of it — the actual thing. I rebuilt a career, relocated a life, and found out what it feels like to operate from something genuinely mine, after years of performing someone else’s version of it.I ask the questions you’ve been avoiding. I don’t rescue you from the discomfort of honest answers. I stay in the room until the work is done.I work with a small number of people at one time. This is not a programme. It’s a process built around your specific situation.

Sessions in English or French. Clients across Europe, the US, the Middle East, and beyond. Every engagement starts with a free call. If therapy would serve you better than coaching, I will tell you directly.