Sue Willoughby, the founder of Willoughby Coaching LLC, has made it her life’s mission to help women over 40 break free from the constraints that have long held them back. With her unique blend of deep emotional resilience, no-nonsense coaching, and transformative equine-assisted coaching, Sue is empowering women to reclaim their confidence, find clarity, and lead with unapologetic purpose. Willoughby’s approach isn’t about following trends or conforming to societal norms; instead, it’s about radical self-leadership and reclaiming the reins of one’s life, particularly for those in their second act.
For many women, the transition into midlife can be a challenging and uncomfortable process. After decades of living for others—whether by raising children, caring for family members, or adhering to rigid societal expectations—many women find themselves questioning the path they’ve taken. Is this all there is? For Sue Willoughby, this question was the catalyst that ignited her own personal reinvention. Having battled personal hardships, including a difficult childhood, low self-esteem, and even surviving a suicide attempt, Sue understands deeply what it feels like to hit rock bottom and wish for a second chance. Her own journey of transformation—from self-sufficiency to finding love, building a new career, and becoming a real estate investor—served as a testament to the resilience of the human spirit.
“I believe midlife isn’t the end of the road—it’s the moment you finally get to take the wheel,” says Sue. “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.”
At Willoughby Coaching, Sue employs a powerful method of coaching known as Equus Coaching®, where horses serve as co-facilitators in the process of self-discovery. The method is experiential and non-verbal, using the unique wisdom of horses to mirror and reveal patterns of behavior, communication, and emotional response that can be difficult to see through traditional coaching methods. It is this deep, somatic wisdom that allows clients to reconnect with their inner truth and clarity in a way that is both transformative and lasting.
Sue’s coaching is grounded in equanimity—defined as the ability to stay centered and calm no matter what life throws your way. Equanimity isn’t about being calm all the time—it’s about being able to maintain inner balance, no matter the external circumstances. “You don’t need to burn your whole life down to feel alive—you just need to stop abandoning yourself,” Sue explains. Her coaching is not about pushing clients toward a perfect version of success or adhering to societal expectations. Rather, it’s about helping women over 40 rediscover their true selves and reclaim their lives on their terms.
“I’ve always felt connected to horses, and when I discovered Equus Coaching®, it felt like coming home,” says Sue. “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 Sue’s most significant contributions to the coaching world is her flagship membership community, STAY Unshakable. This membership provides women with the tools, support, and inspiration they need to stop playing small and start living boldly. Through exclusive content, group coaching, and a supportive community of like-minded women, Sue is creating a global movement around emotional freedom and authenticity for women in their second act.
“I’m here to teach women how to lead with confidence, not only in their professional lives but in their personal lives as well,” says Sue. “STAY Unshakable isn’t just a membership; it’s a movement. It’s about reclaiming your voice, reclaiming your power, and living with clarity and purpose.”
In addition to her coaching, Sue is the author of two upcoming books: The Art of Equanimity and Reimagine Your Life: Letting Go of the “Bucket List” Mentality. The former dives deep into the practice of equanimity, teaching women how to stay grounded and centered in all areas of their lives. The latter challenges the notion of waiting for the perfect time to pursue dreams, urging women to take bold steps in the present, without needing a list of things to accomplish before they live fully.
“I’ve helped hundreds of women rewrite their own stories,” says Sue. “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.”
Sue’s approach is refreshingly direct, without sugarcoating the challenges that women face. “Most life coaches either go soft with feel-good fluff or push hustle culture disguised as empowerment. I do neither,” Sue 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.”
In addition to her work as a coach and author, Sue is also the co-host of two podcasts: A Life Worth Being and The Air Is Free – Luften är fri. Through these platforms, she shares her insights on personal transformation, emotional resilience, and bold reinvention. The podcasts have become a valuable resource for women looking for inspiration and practical tools to live with purpose.
Sue’s work is not just about coaching; it’s about creating a culture of emotional freedom and authenticity for women in midlife and beyond. She is leading the charge for women to stop waiting for life to happen to them and to begin living the life they truly desire, without apologies or regrets. Through her work, Sue is demonstrating that midlife isn’t a crisis—it’s a catalyst for bold reinvention.
As Sue says, “Midlife isn’t the end of the road—it’s the moment you finally get to take the wheel. 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.
