Matthew John

Licensed Master Practitioner of NLP (Neuro-Linguistic Programming)

Licensed Trainer of NLP (by 'The Society of Neuro-Linguistic Programming)

Practitioner in Design Human Engineering

Clinical Hypnotherapist - (International College of Clinical Hypnotherapy)

TTI Success Insights UK DISC/Behaviour Accredited Practitioner

BSc - Lean manufacturing and processing

Past experience

I began my career in manufacturing and progressed successfully to senior levels as an operations manager and director, leading and managing people to achieve improved results.

During this time I repeatedly challenged myself by asking “how can we make this process better?” I also devoted much time talking and listening to people in order to find better ways of working. It was an approach instilled in me from the age of 12 when I came across a quote by Albert Einstein on the definition of insanity: "Doing the same thing over and over again and expecting a different result". Surprisingly for a 12 year old this had a real impact on me and ever since I have been applying the principle; 'if what you are doing is not working then do something different'. It is this approach that has brought me to where I am today. Latterly I moved into consultancy and leadership coaching and set up my own business Affinity Consultants, focused on helping SME's achieve their ambitions.


Over the years, working with numerous companies, one thing became very clear to me: When a business grows, the people become the most important asset to success. Yet in reality I noticed that more and more companies believed that many of their employees were underperforming. I was extremely interested and curious to know what was causing some people to underperform, whilst someone else in the same role with the same knowledge and skills was able to perform better.


It dawned on me that the reason for this significant difference was down to the way individual people think. Researching in to how I could help people improve the way they think about certain things I came across a book by Dr. Richard Bandler called "Using your brain for a change". Focussing on a human change ‘technology’ called NLP, it was truly fascinating. It started to answer a lot of questions on how and why people think differently to each other and, most importantly, how you can change the way your brain thinks about things.

Experimenting with some of the techniques on myself and close friends I was amazed at the instant results that could be achieved. Since then I have become a Licensed Master Practitioner and trainer of NLP  (trained by Dr. Richard Bandler) and a clinical hypnotherapist (ICCH) and I am now able to help people discover the personal freedom to enjoy and live a fulfilling life.