Executive Coaching & Organisational Development

By The Friendly Coach


The Friendly Coach exists to make things better for everyone

It achieves this by working with leaders, teams and organisations to help them better understand themselves, customers and culture, thereby supporting them to improve their products, services & business efficiency to become more successful.

By coaching the whole system, The Friendly Coach ensures that all aspects of the organisation works collaboratively for maximum benefit.

David Spencer

Dave founded The Friendly Coach in 2019 after serving for 30 years as a police officer. Throughout his police service he strived to make things better for people and communities and saw the creation of The Friendly Coach as the natural progression of this mission.

Dave is comfortable and effective working with people from public, private, political and voluntary sectors at all levels from the ground to the executive floors, and from local councillors to Government Ministers. During his 30 years in policing he faced many challenges so you can be confident you’re in safe, trusted hands that are calm under pressure and experienced in managing complex and stressful challenges.

During the last 2½ years of his police service Dave led the successful development and delivery of peer reviews of police forces. His experience of coaching and supporting senior police officers with this systemic approach are skills he now uses to benefit other organisations and businesses.

Dave has been coaching since 2014 and passionately believes in the potential within everyone to succeed and his style reflects this. His practice is a warm, empathic style that is centred to meet the specific needs of each business, leadership team and individuals.


Dave holds a Masters Degree in Business Administration (MBA) and a Post Graduate Certificate in Performance Coaching.


Dave is a Member of the Association for Coaching and a Member of the Chartered Management Institute.

Client Testimonials

Don’t take our word for it – here’s what our clients say:

The conversations are all done. They perhaps didn’t come out my mouth as i hoped however they got the idea.  All of the things that i have done in the last week or so I probably wouldn’t have without you, so thank you. 

Meeting and talking to you has definitely been worth it

Liam Smith

Private client

I have worked with Dave over a number of months, he has helped me to re-focus professionally by providing clear thinking that allowed me to understand my strengths and weaknesses. Allowing me to understand the real issues that I faced to achieve my goals, his enquiringly and supportive manner put me at ease to allow us to develop a strong working relationship. I always look forward to our sessions and has allowed me to develop as a leader

Jason Downes

Superintendent, Warwickshire Police

I thought the quality of the thought provoking delivery in forming the concept and delivery of the Peer Assessment Review was excellent. To form a new concept that has so widely been adopted in policing is a huge operational and cultural achievement.

Mark Travis

Chief Superintendent, West Mercia Police

The clarity and breadth of thought you brought to how you considered where we are was really great. It gives us a great chance to take it forward locally.

Alexis Poole 

Head of Performance & Analysis, Devon & Cornwall Police

Dave has a lot of experience which helped him to quickly assimilate my experiences during our coaching sessions.  He made good use of the time to explore my challenges and gave a unique prospective. I always come away refreshed and energised with a new plan of action.”

Kirsty Barrowman

Head of Resilience, West Midlands Police

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