Your Transformational Life Coach
David Craig White is a British life coach, author, and entrepreneur known for his straight-talking, results-driven approach to personal transformation.
David offers transformational life coaching to individuals who have lost their spark and are looking to find peace, clarity and lasting fulfilment.
With over two decades of experience in leadership, coaching and human behaviour, David helps professionals and business owners break through emotional patterns, rebuild confidence, and find purpose in both work and life.
Drawing from his own journey through burnout, anger, and self-discovery, his coaching blends psychology, behavioural science, and practical tools that create real, lasting change – not just short-term motivation.
David works with clients worldwide, guiding them to reconnect with who they are, what they value, and how to build a life that feels genuinely fulfilling.
Early Life
David was raised in the suburbs of Manchester, England, on a council estate. His mother worked as a kitchen manager at a local school, and his father operated a local clutch repair garage.
Skipping further education, he went straight into work as a salesman. David struggled through his mid-twenties, and after a series of setbacks, was forced to declare personal bankruptcy.
In 2006, David moved to Denmark after marrying a Danish woman. It was there he landed his first role in a SaaS tech startup. A move that would define the next two decades of his career.
From Sales to Leadership to Coaching
Starting as a salesperson, he quickly progressed into leadership roles where he made a significant impact in multiple early-stage technology companies, helping them scale through focused growth strategies and commercial execution.
David was already obsessed with his own personal development at this time, and had already started training and mentoring his staff.
His trajectory led him to Trustpilot, where he fulfilled his long-term ambition of landing a full-time role as the head of training and development during a period of explosive growth – from Series A through to Series D funding.
Discovering Coaching & Neuro Linguistic Programming (NLP)
It was during his time at Trustpilot that David discovered the true power of coaching, which set him on a path of obsessive learning and shaped his future.
I’ve always been passionate about personal development and enjoyed training people, so my role at Trustpilot was fulfilling on so many levels.
But the biggest momement for me was when I discovered coaching, which ultimately led me to becoming an NLP Master Coach, which changed my life significantly, and still does.
I remember interviewing a lady who was a Master NLP coach and feeling horrified at how poor her listening skills were, and I thought to myself, if she can be an NLP coach, then surely I can, which led me to multiple years of study and application.
David Craig White
Within 12 months, David had started his own consultancy and was applying his learnings to coach the sales and leadership teams at multiple technology firms.
And the story still continues today.