Personal Performance and Personal Development Coaching

As a Paralympic Gold medal winner and former World Record holder over 800m I understand what it takes to be successful in a high-performance arena and how important it is to have clear and achievable goals.  I also understand first-hand how to overcome adversity and challenges. After losing my right arm in an horrific road crash in 1994, I then went on to reach the pinnacle of my career winning Paralympic gold for the 800m in Athens 2004. 

International sport is a harsh environment where you are 100% accountable for your performance.  It is this mindset that I bring to my coaching sessions and it is this mindset that will help you to accelerate your journey to success. 

Why chose me as your coach?

The Journey to success is never meant to be easy, but with the right mindset and guidance it is achievable. I believe talent alone is not enough.

Talent + Guidance + Hard Work = Results.

I will be there by your side every step of the way as we work together to first set clear and achievable goals, then most importantly tap into the power of your WHY.  From this point of clarity, we will plan the journey and your steps to success, checking in continuously and navigating any hurdles or barriers that could get in the way.


My coaching is a blend of my experiences and learnings in high-performance sport and business combined with traditional coaching techniques and tools, this sits alongside the powerful systems and models we have created for my performance coaching business, 1404 Performance.


Coaching with Danny will:

  • Help you set clear and achievable goals.

  • Facilitate a change in attitude and behaviour to ensure you deliver the desired results.

  • Develop your talent and potential

  • Improve your performance and effectiveness

  • Build confidence

  • Have a clear understanding of what you want to achieve through targeted conversations that challenge and support you

  • Give confidence to step outside of your comfort zones

  • Increase resilience



Is coaching just for elite athletes and successful people in business?

No, the fact that they are successful in their chosen field means they were probably coached on their journey to success.  Most successful people have coaches and mentors.  It is about taking time out from our busy lives to focus on what we really want and most importantly how we can move forward.  That’s the power of coaching.  My job is to help you stay focused and motivated throughout the journey.

If you have a goal that you would like to achieve, but don’t know where or how to begin, my response would be “you do” you just haven’t found the answers yet.  By working with me I can help you find the answers and accelerate your journey to unlocking your true potential.

How does it work?

During the current Covid situation all coaching sessions will be held over zoom or phone.  Prices and packages are reflective of this. 

I offer a series of options:  

30min introductory call - Free

1 off coaching session 

6 session Package 

10 session Package 


Sessions typically last around 45 - 60minutes


Optional extra phone and email support between sessions can be added in.

To book your free 30min consultation to see if coaching is for you, please contact me.


“Over the past year, I have had coaching sessions with Danny Crates to focus on my career development. When Danny and I began the coaching sessions, I was a Class Teacher and Phase Leader. As part of the sessions, Danny and I discussed how I would further my career and prepare for the next potential role. Since, I have taken on the role of Acting Assistant Headteacher and have recently been appointed as Deputy Headteacher. The coaching sessions enabled me to consider my strengths and areas of development before deciding actions. I have benefitted greatly from the coaching sessions with Danny. Each session has been very positive and has contributed significantly to my appointment in both senior leadership positions. I feel that I am now more self-aware and as a result, am a more effective leader. I am looking forward to continuing with the support as a I prepare to transition into my next role.”




Joanne - Deputy Headteacher