About Lee
Hi, I’m Lee Ashby
I’m a business coach for couples counsellors and relationship therapists, and the creator of the Powerful Packages framework and also the creator of the Life Values Method™.
I help practitioners turn what they already know and do well into clear offers and better client journeys, for a business that works better around them.
A big part of how I do that is through my Powerful Packages Program. It helps couples counsellors and therapists move beyond simply selling sessions to build a more structured way of working with clients.
I’m also the founder and creator of the Life Values Method™, which gives counsellors, coaches and therapists practical tools and resources to work deeply with clients, and run engaging, meaningful sessions.
These two sides of my work fit together naturally.
One is about working well with clients, while the other is about building an effective and thriving business around that work you do best.
What I Help With
I’m interested in the whole client journey. From the first time someone discovers your practice, right through to the experience they have working with you.
This can include things like:
- Turning your expertise into a clear offer or program.
- Creating a better experience for clients.
- Valuing and pricing your work well.
- Developing useful tools, resources and client materials.
- Making marketing and lead generation easier.
- Building simple systems and processes behind the scenes.
- Adding values-based exercises to your delivery.
This is what Powerful Packages is all about.
It’s not just putting a few sessions together and calling it a package.
It’s designing an effective client experience that gets results, while being easier to deliver, explain and understand.
Who My Work is For
Couples Counsellors & Relationship Therapists
A big focus of my work now is helping couples counsellors and relationship therapists build stronger practices through my Powerful Packages framework.
If you’re already good at the therapeutic work, but feel like your business around it could be clearer, more structured or simply work better, this is where I can help.
We can look at your offer, positioning, client journey, resources, pricing, marketing, systems and the way everything fits together.
Much of what I help with has come directly from more than a decade of building and improving Jacqueline Hogan Couples Counselling, with my partner Jacqui – a couples counsellor.
We’ve tested ideas, changed pricing, developed programs, created resources, rebuilt websites, run advertising, improved systems, made mistakes, and have found formulas that work well for us, and clients.
Powerful Packages is my way of turning those lessons into a practical framework other practitioners can use.
A good place to start is the free Practice Pathway Self-Assessment. It will help you see what is already working well in your practice and where there may be some gaps worth looking at.
Coaches, Therapists & Helping Professionals
The other major part of my work is the Life Values Method™.
It’s for practitioners who want a more structured and practical way to explore values with their clients.
Through the Practitioner Kit, Life Values Virtual Deck, Life Values Alignment Grid™, exercises and other tools, I help practitioners have better conversations around what matters, what’s out of alignment, and what needs to change.
My Journey - What I Bring to the Table
I’ve taken a slightly unusual path into this work.
I started my career in IT and government, working across technology, data, analysis, mapping, strategy and systems.
Over time I became much more interested in psychology, coaching, behaviour, relationships and what actually helps people make meaningful change.
Then, in 2016, Jacqui and I started Jacqueline Hogan Couples Counselling, which has since grown into a thriving practice.
That became my real-world business education.
While Jacqui focused on the clinical work, I became involved in pretty much everything around it. This included websites, marketing, ads, products, programs, pricing, client resources, systems, technology, automation, data and the overall client experience.
That background has shaped how I work today.
So when I work with another practitioner, I tend to look at things from a few different angles at once.
- There’s the client.
- There’s the practitioner.
- And there’s the business and system sitting underneath it all.
I like finding the point where those things work together.
- Where clients understand what they’re buying.
- Where the work feels meaningful to deliver.
- And where the business becomes simpler, stronger and more sustainable.
My Life Values
Values aren’t just a topic for me – they’re how I try to live (not perfectly, but consciously).
My current top 10 Life Values are:
- Vitality – For health, happiness, and operating at my best.
- Integrity – For living honestly and authentically.
- Love – For evolving together in relationships and community.
- Courage – For doing what’s right, even when it’s hard.
- Trust – For grounded, responsible connection.
- Creativity – For flow, innovation, and building great things.
- Adventure – For expanding my mind and experiences.
- Meaning – For helping others and making a difference.
- Connection – For being present, listening, and lifting others.
- Fulfilment – For living fully, not just surviving.
These values help shape my decisions, relationships, and work.
Their impact is why I’m so passionate about helping people uncover theirs.
My Training & Credentials
Coaching & Psychology
Trained in practical and evidence-based approaches to mindset, behaviour, and personal growth:
- Life Coaching Practitioner Diploma – Achology (Kain Ramsay)
- Diploma of Modern Applied Psychology – Achology
- Life Coaching Certificate Course (Beginner to Advanced)
- Hypnotherapy Practitioner Diploma – Achology
- Mindfulness Practitioner Certification – Levels I, II, III & Master
Relationships & Communication
Focused training in emotional intelligence, conflict repair, and authentic connection:
- Relational Life Therapy Level 1 – Terry Real, RLI (2022 & 2023)
- Working with Men – Terry Real, RLI
- Fierce Intimacy – Terry Real, RLI
- Relationship Workshop Facilitator – Transformation Academy
- The Complete Marriage & Relationships Masterclass – Achology
- Confidence, Assertiveness & EQ Masterclass – Achology
- Communication & Social Intelligence Masterclass – Achology
Business & Strategy
- Business, Innovation & Entrepreneurship Masterclass – Achology
- Goal Setting to Success – Transformation Academy
- Clients Program – Taki Moore (2022)
- Background in project delivery, systems, data analysis, business analysis, geo-spatial analysis
Formal Education
Grounded in logic, creativity, and problem solving:
- Bachelor of Computing – La Trobe University, Bendigo (2003)
What I'm Like Outside the Work
I’m into technology, AI, eBikes, and home renovations.
With Jacqui, I love travel, adventure, good conversations, and time with friends and family.
I’m happiest when I’m building something useful, learning and in that sweet spot where personal growth meets practical action.
What's Next For You
Here are two great ways to begin.
If you’re a couples counsellor or relationship therapist, and you want to package your work more clearly, start with Powerful Packages for Couples Counsellors. This is where we look at your offer, your client journey, and how to make your work easier to understand, deliver, and sell.
If you want to use the Life Values Method™ with your own clients, start with the Practitioner Kit. It gives you the tools, structure, and guidance to bring values work into your sessions in a practical way.
Or, if you’re unsure which path fits best, simply reach out with a question.
I’ll help you work out the right next step.