MEET Coach Ray Sefah
If you feel stuck or unsure what comes next, I help you understand what’s getting in the way and choose practical steps forward. I’m Coach Ray Sefah, a qualified life coach, speaker and mentor.
WHY I DO THIS
Football was my first love. My environment, choices and lack of discipline took me away from the future I had imagined.
Growing up in South London, I dreamed of football. My parents hoped I would follow a more traditional, secure career.
After football, I lost direction and became involved in gang life. A family death connected to gang violence made me realise I needed to change.
One opportunity opened the door. Freeman gave me an opportunity at Maserati and Ferrari, which led to further opportunities at Bentley and Toyota.
That is a big reason I coach the way I do today. I know what it is like to have ability and still lose your way. I also know what it means when somebody sees more in you and gives you a chance to rebuild. People can change direction, but change starts with being honest about where you are.
WATCH THE DOCUMENTARY VIDEO
The turning points that shaped my life and the way I coach.
From South London and football to business, mentoring and starting again.
▶ Watch From Pain to PurposeWatch the documentary on YouTube.
THE JOURNEY
I’ve been an Arsenal fan since childhood. I played football professionally and semi-professionally, but talent alone wasn’t enough. Poor discipline, involvement in gang life and the decisions I made stopped me from going further in the game. I later qualified as a UEFA B football coach.
A chance in the motor trade led to work with Toyota, Ferrari, Maserati and Bentley, and later to founding Prestige M. Business taught me about standards, pressure and responsibility.
I co-founded STEP NOW, worked as a Behaviour Specialist and mentored young people at Feltham Prison in the UK. That work taught me to listen beyond behaviour.
I trained as a life coach to build on my lived experience. For nearly seven years, I have coached, mentored and spoken with adults, young people and communities.
REBUILD draws on my own experience of starting again. It helps you understand where you are and choose practical steps forward.
WHAT I BRING INTO THE ROOM
My style is warm, direct and practical. I listen, ask honest questions and help you decide what comes next.
MY FAITH
My faith is not something separate from my life or my work. It keeps me grounded, gives me perspective and reminds me that my purpose is bigger than me.
I believe God has carried me through difficult chapters, opened doors I could not have opened for myself and given me opportunities to use what I have lived through to help other people move forward.
Faith shapes how I try to live, lead, serve and coach. I do not expect everyone I work with to share my beliefs, but I will always be open about how important God Almighty is in my life.
CO-FOUNDER, STEP NOW
Alongside my childhood friends, I co-founded STEP NOW, a social-impact organisation supporting young people through mentoring, life skills, confidence, discipline, community programmes and opportunity.
I spent years working directly with young people in challenging environments, including mentoring and speaking at Feltham Prison in the UK. That experience reinforced something I still believe: behaviour often has a story behind it, and people can move further when they feel heard, challenged and shown a future beyond their current situation.
Visit STEP NOW
CREATOR & HOST
My coaching is only one part of the work. I have built a community around honest conversations about relationships, mindset, confidence, men’s wellbeing, discipline, purpose and rebuilding your life.
An audience across Instagram, TikTok and YouTube. Honest conversations people can return to.
I also created and host Coach Ray Sefah Behind the Scenes, with guests from football, entertainment, business and culture including Andy Cole, Adebayo Akinfenwa, Emile Heskey, Demi Brown, Sheldon Edwards of HD Cutz and the STEP NOW co-founders.
Explore Behind the Scenes & social
BEYOND 1:1 COACHING
That shows up in my coaching, mentoring, speaking, podcast conversations and the content I share online. Relationships. Confidence. Men’s wellbeing. Discipline. Identity. Purpose. Pressure. Starting again.
The Reset Routine video offers manageable steps when you need to start again. The Confidence Rebuild Toolkit gives you self-talk prompts and exercises when self-doubt gets in the way.
IF YOU’RE THINKING ABOUT COACHING
Want support with a change you’re finding difficult? Choose coaching to talk through your goals and review your progress with Coach Ray Sefah. Choose the Audit for a written report and a 30-day plan to follow at your own pace.