Performance Coaching is an exciting and innovative service available in South Africa. Performance Coaching addresses many of the mental and resultant physical issues that challenge musicians and creative performers. These include motivation, goal-setting, performance anxiety, mental rehearsal & visualisation, creative assertiveness, concentration, and of course self-confidence. My background as a performing musician, flute teacher, clinical hypnotherapist (British Medical Hypnotherapy Board), post-graduate Masters in Music Psychology (University of Sheffield) and commercial exposure have all influenced my approach to the challenges faced by performers. I have successfully adapted and applied a number of strategies used in the fields of business, accelerated learning, sport psychology, brief and cognitive therapy. Performance Coaching introduces these strategies to all performers and persons who are required to adopt a performance role. Performance Coaching provides a supportive context which encourages increased self-awareness and knowledge so that expressive potential is recognised and fully realised.