We don’t treat symptoms, we get to the root cause. We help the great grow.


Complete was founded by Dr Alan Watkins and his wife Sarah in 2004.

Alan’s passion has always been to reduce human suffering. After working as a physician for 12 years he decide to leave medical practice to try and affect change on a larger scale and work with organisations around the world.

Alan and the Complete team have helped thousands of leaders, teams and organisations on every continent grow and flourish. We help clients with a mix of individual and team coaching. We also build their leadership academies and transfer our skills and knowledge to our clients through certification programmes. All of this is supported by a suite of advanced developmental assessments, a number of books and our new wellbeing App.


At Complete there are six principles that guide all our work, we are:


We believe in inclusivity and the value of inner and outer diversity. We work to make sure there’s equity in our business and equal access for everyone. We care about diversity because it delivers better quality answer, wisdom and ultimately system justice. We’re proud to have gender parity right across the business as well as wonderful ethnic mix of races and nationalities.


We recognise the world is complicated and change can be difficult. So we have compassion for ourselves and our clients who are often under intense pressure to deliver to multiple stakeholders.

Deliberately Developmental

We see development  as central to how we work together, and as a strategic advantage. This means we invest significant time and effort into the development of every person in the business as well as every group of people within the business, with the intention of helping them mature.


We don’t believe in silos or hierarchies. We are a networked organisation with strong operational, cultural and strategic bonds right across the business. We work in crowds regardless of seniority, longevity or role to build networks with our colleagues and with many stakeholders outside the business.


Given the complexity making the right decisions is often very difficult. So we use a new form of decision making. It’s called Crowdocracy. It integrates the views of everyone, promotes engagement and alignment and unlocks the wisdom of the crowd enabling everyone’s voice to be heard.


As founders we believe in the beauty of human nature. We work to create the right conditions and give people the space to grow. With help people’s natural beauty and innate intelligence emerges. We continually evaluate what works for everyone and cultivate the company ecosystem to create a culture where people can truly flourish.


Our approach is integrated and sophisticated, rooted in physiology and neuroscience.

We work from the inside out – starting with energy and emotions – because it’s impossible to deliver real change unless you fix the core of who we are and what really drives us.

We have a map and a play book that enables us to unlock new levels of capability in leaders, teams and organisations.

Our ‘Re-Wilding’ Approach //

We run our organisation based on the environmental theory of ‘re-wilding’.
We’ve taken that and we’ve applied the theory to our business.
Here are the ’12 Characteristics of permaculture’:

  1. Observe & interact  – observe, sense and respond
  2. Catch and store energy – energy management
  3. Obtain a yield – sprints to obtain momentum
  4. Self-regulation & feedback – build a system
  5. Use renewable resources – give space & light touch, so not to delete
  6. No waste – sweet spot people, bliss
  7. Design from pattern to details – meta frame guides action, with MVP
  8. Integrate not segregate – 15 functional networks & crowds
  9. Small and slow solutions – Positive Energy Practice, practices daily
  10. Value diversity – compassion for difference
  11. Use edges, value the marginal – fossick the cutting edge
  12. Creatively use and respond to change – cultivate change capability

The Complete Team //

Our Complete team are a diverse an accomplished team driven by Compassion. We are restless, always striving to achieve meaningful change.

– We are 58% female

– Represent 7 different nationalities

– 5 decades of age diversity


With over 8 million views, Alan is well known for his TEDx lectures.

Use the links below to watch.

TEDX Portsmouth: Part 1
Being brilliant every single day

Watch the video Watch the video
TEDX Portsmouth: Part 2
Being brilliant every single day

Watch the video Watch the video
TEDX Oxford
Why you feel what you feel

Watch the video Watch the video
TEDX Manchester
The journey from mental health to enlightenment

Watch the video Watch the video
TEDX Brighton
How to solve the world's toughest problems

Watch the video Watch the video


We work with great companies that understand that their most valuable asset is their people.

Our work enabled the Tesco’s leadership team to achieve 10 years of developmental progress in just 18 months.
Read more

In 2017, the Central Europe (CE) businesses of a major UK retailer were in urgent need of leadership team improvement and a rapid turnaround.

The Linde Group
Sue Graham Johnston, Head of RBU UK/Ireland/Africa at the Linde Group wanted to enhance the performance of her senior leadership team.
Read more

Alongside some personal coaching, Sue established a two-year Complete Senior Leadership Team Journey programme with her senior leadership team at Linde.

The combination of objective data and effective coaching conversations allowed this CEO to defeat his greatest internal enemies.
Read more

With more energy, Doug found that he could was more aware of how he was using and losing energy, and this enabled him to use his energy in the right way – to focus on his performance.

Pets at Home
Using the Complete approach for team development, Pets at Home made 10 years of progress in just 18 months, increasing the senior team’s capability and revenue.
Read more

Using applied practical exercises, in-depth conversations and developmental tools Complete unlocked new levels of capability within the team, step-changed performance and helped move the team up the stages of team development.

The Kemnal Academies Trust (TKAT) is one of the largest multi-academy trusts in the South and East of England with 45 primary and secondary academies
Read more

Complete interventions focused on explaining what was preventing progress, and revealed how the organisation could enhance collaboration to reduce the dependence on those in senior positions and build a more connected organisation.