Matthew Whitfield

Matt is a Flow Coach, trainer, and speaker on topics surrounding elite leadership and performing under pressure. Matt has a unique background in understanding the ultra high risk that comes with life or death situations in which elite performance is expected.

As a naval fighter pilot, Matt has provided solutions to the dangerous world of man and machine for over 20 years across the globe. As a Senior Officer in the Royal Navy, he was the team leader responsible for coaching and instructing future jet pilots and their instructors to excel and reach exacting standards of behaviour and performance under severe pressure (Top Gun). Although Matt’s experience is vast in working with CEOs, executives and performers of many types, he specialises in contexts where the human-machine relationship demands excellence.



Matt is a certified and accredited executive and business coach (ICF and post graduate training).  Matt’s degree in Applied Psychology in the early 1990s, and notably Sports Psychology that first opened his eyes to performance excellence. Matt has first hand experience and expert knowledge of applying crystal clear focus to a task, and being able to lead others towards an agreed team goal. This is reflected in his award winning career as a jet display pilot, but again delivering highly specialised training to aircrew for the UK Security Service for a recent 6 year period.

Upon retiring from active service after 26yrs for Queen and country, now an entrepreneur, Matt set up his own coaching company in 2016 to bring to bear his skills and knowledge and help others deliver amazing self leadership and performances at work.  Matt has been busy coaching high potentials, new and established leaders, business owners and members of the C suite.

Matt’s coaching style is brutally honest and his practical approach and knowledge of Flow comes from the elite teams he has worked with, teams he has lead and coached for the last 20 years.

Matt’s passion for flying is alive and well, and a competitive sprint triathlete, sailor, skier, and cricketer all keep him striving for a better level of performance.



“Matt is one of the few people that can authentically talk about achieving high performance and helping others to attain it. A military fighter pilot with over 20yrs of experience, he has been tested in the most challenging of environments where failure can have severe consequences.

Matt has a track record of making a significant impact on other people’s performance. In the military, he used to teach, coach and mentor future fighter pilots helping them to improve their operational and leadership performance.

A trained leadership coach, he now leverages his experience in the fast-jet community to help others attain the same high level of performance. His client list is impressive and includes the Bank of England, Coca Cola, and the NHS as well as a range of other senior leaders in the public and private sectors.” Roderick Yapp, Royal Marine Colleague,  Leadership Coach, Facilitator TEDX speaker.


“I have recently worked with Matt and am delighted to recommend his services as a coach. He is both compassionate and very experienced – he knows what it is like to perform under pressure.” Cameron Norsworthy, Performance Director, The Flow Centre.


“Matt is supportive, patient, yet provocative and his challenging style has helped me see new solutions and summon the courage to turn them into reality. ” Former Senior Account Manager, Boots USA.


“Without hesitation I can strongly recommend Matt as a coach. His passion, energy, compassion and rich insight has been of such valuable help in my business. Any one needing a team coach who is so at home in high pressure and highly demanding roles should get in touch with Matt.”  Systemic Business Coach and Mentor | Business Consultant | NLP practitioner