Executive coaching · Berlin · Remote
You got the promotion. Now the skills that got you here are only keeping you afloat.
Executive coaching for senior leaders who have outgrown their last promotion, including leaders moving out of the military. Structured, one-to-one, four clients at a time.
No pressure. No pitch. A focused conversation about fit.
2009
In Army service since
120
People in the medical team I led
4
Clients at a time
Q4
2026 applications open
The seat
You didn’t get here by accident.
The seat got bigger. The calendar didn’t. The habits that earned the promotion are now the thing keeping you busy instead of clear.
01
The cost of a decision moved.
What used to take an hour now costs a week if you get it wrong, at work and at home.
02
Effort is no longer the lever.
Working harder keeps you afloat. It does not tell you what actually matters, or how to protect time for it.
03
Busy is not leadership.
High performance without strategic clarity is just staying busy. That is the coaching.
- Not life coaching.
- Not therapy.
- Not a weekend certificate.
Method
A structured programme. Not a pep talk.
Built on Army service since 2009, multinational staff experience and postgraduate coaching method, delivered by someone who led a 120-person medical team and trained at Sandhurst and the German General Staff College.
Strategic clarity
Working harder keeps you afloat. This gets you clear on what actually matters, and what you will stop doing.
Decision discipline
Decisions that used to cost an hour now cost a week if you get them wrong. At work, and at home.
Time you can defend
Leaders in this work reclaim hours from low-value commitments and put a boundary back around the role.
Structured GROW coaching
I don’t hand you my answers. You get a process, frameworks, and outside pressure you cannot generate from inside the weeds.
Built for a real week
Sessions are 60 minutes, remote, and scheduled around operations. Not a retreat, not a cohort, not homework theatre.
A short roster
A maximum of four clients. The constraint is the point: attention stays on your decisions, not a content library.
Programme
Choose the runway. Fit is decided first.
Prices are listed below. Fit is agreed on the strategy call first. Nothing is sold before both sides agree it makes sense.
Start here
Strategy call
Free
30 minutes · remote
- Where you are, and where the role is pulling you
- Whether a structured programme is the right tool
- Scope, before any commitment
- No pitch. Both sides decide.
Where most leaders start
Core programme
£2,200
6 sessions · 60 minutes · remote
- The GROW coaching model across six sessions
- Clarity on the next-level goal
- A decision and calendar audit you can keep
- Fit confirmed before the first paid session
Deeper runway
Extended partnership
£3,800
8 sessions · 60 minutes · remote
- Everything in the core programme
- Room to integrate modern tools with proven leadership principles
- A longer arc for a role change or a wider scope
- Still one-to-one. Still four clients maximum.
I take on a maximum of 4 clients at a time. Currently accepting applications for Q4 2026.
Results
What changes when the noise drops.
“Reclaimed at least 4+ hours per week by eliminating low-value commitments.”
Healthcare executive
“I established work-life boundaries that had eroded over years of high-tempo operations.”
Military-transition leader
“Achieved measurable clarity on next-level goals within 6 sessions.”
Consultant, NHS
How I coach
I ask more than I tell. You know your organisation better than I do. My job is the question that gets you to your own answer.
I'll challenge you. Politely, but properly. You don't need another yes-man. If I only agree with you, you're paying for an echo. I'll give you the loving kick you need.
You do the work between sessions. We agree one or two concrete actions, and you report back next time. I'm your accountability buddy.
The aim is that you stop needing me. Each session should leave you more able to coach yourself. I'll give you all the tools, and we'll put them into practice together.
About
I’m Rob McCubbin.
A serving British Army officer and executive coach. Seventeen years learning that high performance without strategic clarity is just staying busy.
I’ve led a 120-person medical team, trained at Sandhurst and the German General Staff College, and hold postgraduate qualifications in executive coaching, leadership, and security studies. Based in Berlin.
I coach because I’ve seen what the right partnership does for talented leaders, and I’ve lived the cost of not having one. I work with executives who are already good at what they do and who want the next level clean.
Service
British Army officer, Royal Army Medical Service (RAMS)
Leadership
Led a 120-person medical team
Education
Sandhurst. German General Staff College. Two master’s degrees. Postgraduate studies in executive coaching and mentoring.
Method
Bespoke, high-touch coaching
Base
Berlin · sessions remote
Practice
Four clients maximum
Questions
Before you book.
I don’t have time for coaching.
That’s usually the first sign you need it. Sessions are 60 minutes, remote, and scheduled around your real week. The work is about protecting time, not adding another standing meeting.
How is this different from mentoring or consulting?
I don’t hand you my answers. I give you a process, frameworks, and outside pressure so you can reach ones you can’t see from inside the weeds. This isn’t life coaching, therapy, or a weekend certificate telling you to journal more.
What if it doesn’t work?
We’ll know within the first two sessions. The strategy call exists so both of us decide before any commitment. Prices are listed on this page. We only agree a programme once scope and fit are clear.
Who is this for?
Senior leaders outside defence who outgrew their last promotion, including leaders moving from military to civilian careers. Executives who are already good at what they do and want the next level clean.
Not ready to book
Run the Decision & Calendar Audit.
A 20-minute self-audit that shows where your week is going and which decisions are costing you most. Enter your email and start now.
Locked
Framework
Enter your email to read this framework.
Locked
Framework
Enter your email to read this framework.
Locked
Framework
Enter your email to read this framework.
Locked
Framework
Enter your email to read this framework.
Locked
Framework
Enter your email to read this framework.
Next step
Your next level of performance starts with one conversation.
No pressure. No pitch. Just a focused conversation about where you are, where you want to be, and whether working together makes sense.
Book a free strategy call