Amy Luttrell Coaching

Amy Luttrell Coaching Coaching for entrepreneurs, creatives, and leaders recalibrating identity, income, and impact. High-trust, high-touch partnership.

What’s on my moodboard right now, featuring my wedding dress from 2019 (scroll to the end to see). And because I’ve been...
06/09/2026

What’s on my moodboard right now, featuring my wedding dress from 2019 (scroll to the end to see).

And because I’ve been thinking a lot about creativity, identity and what I actually want to make next, I went back to my birth chart.

☀️ Ta**us Sun
🌙 Cancer Moon
⬆️ Sagittarius Rising

Then there’s my very loud 5th house, with my Sun, Mercury, Venus, Jupiter and North Node all tied into it.

The 5th house is creativity, self-expression, making things, taking up (intentional) space and putting something of yourself into the world.

So perhaps the urge to throw colour everywhere and stop worrying so much about the “rules” of business isn’t completely out of character after all.

The urge is strong right now, can you feel it too?

03/09/2026

Meet Renee Hohaia , founder of arké and R & Co Skin and Beauty. Renee was a private coaching client of mine during the early stages of building her skincare brand.

A big part of our work together was coaching Renee as the person leading the decisions. Because it’s never just about the business itself, there’s always nuance to the person, the choices they’re making, what they want and what it takes to lead and build something.

One thing I’ve always admired about Renee is how intentionally she builds her “boardroom of support”. The people she brings around her, knowing when to ask, where to seek expertise and who she wants alongside her to help bring her vision to life.

Because you don’t have to know how to do everything to lead a business. But knowing how to build the right support around you can significantly change your results, and your experience.

We filmed this late last year as part of a client series, Conversations Behind The Business, with Jeremy Moa 🎥

One of my favourite parts of City Meets Soul is who I get to bring into the room.For Melbourne in March, our theme was M...
02/09/2026

One of my favourite parts of City Meets Soul is who I get to bring into the room.

For Melbourne in March, our theme was Meeting Your Leading Edge, and exploring who you’re becoming and what it takes to embody that in your life and career.

I invited Kate McCready, founder of Kate McCready | Leadership Coach & Business Strategist , to bring her own lens and expertise into the experience.

Kate is an experienced coach, strategist and facilitator whose work sits at the intersection of self, work and leadership. She’s also a friend and an absolute wealth of creativity, knowledge and design thinking.

So when we ended the afternoon at the rooftop bar, the conversation naturally flowed well into the night, through business, innovation, ideas and everything in between.

And I think that’s what makes City Meets Soul so special.

The people. The ideas. The conversations. The dining. The energy you didn’t know you needed. And the opportunity to step into a different environment and see what becomes available when you bring great people together.

Auckland City is next month, and I’ve got another incredible group of women joining me for the weekend...

21/08/2026

The environments we choose shape what we believe is possible.

Meet Emma, founder of Full Circle Physiotherapy Ltd , a women’s health clinic and community built around a deeply considered way of caring for women.

Emma has been a coaching client on and off since 2022 across different seasons of her business, leadership and life. Prior to that we were colleagues and Em has become a great friend.

Much of our work has been about creating the conditions for Emma to make decisions from what she knows about herself, rather than the expectations, conventions and opinions.

You can see that reflected in Full Circle.

The warmth. The femininity. The way women are cared for. The permission to do things differently.

Over our time working together, Emma has continued to shape a business that reflects who she is, what she values and what she wants, while being deeply purpose-led and at the leading edge of her industry.

There is something powerful about a woman growing a business and a movement that doesn’t require her to make herself smaller to belong in it.

Aroha nui e hoa ❤️
🎥: Jeremy Moa

25/07/2026

Meet Casie Jean | Brand Photographer & Creative Director founder of Design Garage + Option 🔥

She’s a founder and entrepreneur who started working with me after ten years of building her creative agency.

I think this stage of business deserves more attention.

By this point, success has often already been established. The business works. The capability is there. The question is no longer, Can I build it?

It’s What do I actually want it to give me?

Many of us start businesses because we’re chasing something beyond the business itself. More time. More adventure. More freedom. More connection. More financial agency.

Then somewhere along the way, it’s easy for the business to become the destination instead of the vehicle.

One of the things I admire most about Casie is her willingness to stop and ask a different question.

"What do I want success to look like now?”

This film speaks to her epic process. 🫶

24/06/2026

Entrepreneurship looks different for everyone. That’s part of what makes it interesting.

Laura Feller • Illustrator & Creative Director is a beautiful example of that.

These are the conversations, decisions and people that sit at the heart of my coaching work.
🎥 by Jeremy Moa

17/06/2026

Coaching for the conversations behind the business.

This short film features clients reflecting on the realities of entrepreneurship, ambition, uncertainty, change, and the conversations that shape who you become along the way.

Created with Jeremy Moa as part of a recent brand and website refresh, it offers a glimpse into the work I do with founders, leaders and business owners.

The new website is now live.

www.amyluttrell.com

16/06/2026

One of the things I value most about my work is the calibre of people I get to spend time with.

People like Graham Nelson, founder at Manifold & co-founder Doso

Over the years, Graham and I have shared many conversations about entrepreneurship, founder leadership, business growth, and the decisions that shape what comes next.

The kinds of people and thinking that sit at the heart of my coaching work.
🎥: by Jeremy Moa

What began in Melbourne is continuing in Auckland this October 🌆City Meets Soul is a multi-day immersion for women in bu...
22/05/2026

What began in Melbourne is continuing in Auckland this October 🌆

City Meets Soul is a multi-day immersion for women in business and leadership who value ambitious rooms, beautiful spaces and being in experiences that feel both expansive and grounded.

This October, I’ll be taking a small group through some of Auckland’s most considered spaces. Hotels, long brunches, rooftop bars, private experiences and exceptional hospitality designed for women who appreciate quality, depth and proximity to the kind of conversations that broaden perspective and raise standards.

Because sometimes growth is less about changing your life, and more about placing yourself in environments that remind you what else is available.

16–18 October 2026
Auckland, New Zealand

I’m beyond excited to be partnering with these iconic brands to bring together two days in the city designed around connection, conversation and exceptional experiences. ✨




Follow the link in bio to learn more.
Only 3 spots left 🫶
📸: by

Four days of City Meets Soul - set in Fitzroy, with the iconic as our base.I visited this hotel last year on a research...
06/04/2026

Four days of City Meets Soul - set in Fitzroy, with the iconic as our base.

I visited this hotel last year on a research trip to find the right space for my self-leadership immersions and I knew pretty quickly this was it.

The design, the way people moved through the space.
Where conversations naturally gathered. Co-working opportunities.

The balance between privacy and proximity.
The way people naturally gather in certain areas.
How the rooftop shifts the energy at the end of the day.
The balance between being able to drop in with others, or pull back when you need to observe and think.

It felt intentional and exactly the right environment to gather and immerse in the hum of Melbournes most creatively stimulating neighbourhood.

Over four days, I watched what happens when you place founders, creatives and leaders inside a space like this.

The conversations deepen without needing to be forced.
Inspiration sparks. Ideas, decisions, connections start moving.

This is the power of intentional immersion, held within quality design and a high standard of service.
It’s the essence of hospitality and how spaces like this actively support creativity, clarity, and leadership.

That’s what City Meets Soul is built on and why I've created these self-leadership immersions as a new way to "retreat".

Our next immersion will be happening in November, waitlist will be live in a few weeks. Reach out for more info.
All images by 📸

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027 333 9339

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