Our Coaching Team

Design Within Coaching is a partnership of multilingual and multicultural coaches who are trained by the prestigious Coaches Training Institute (CTI), recognized as the most rigorous training in the industry. Our approach is grounded in strong business backgrounds and rich life experiences. We are passionate about working with people who are deeply committed to creating transformation in their personal or professional lives - and also with those who are just starting to reflect.

Our team is currently coaching in the US, Canada & Europe.



USA (European wanna be)


Jen’s ability to lead from a creative perspective on life has served her clients well. Championing others by helping them unlock the shift they need to overcome and embrace life’s changes, is one of her true joys.

Jen’s professional career began as a real estate paralegal and worked for several top tier corporations and law firms. Upon experiencing a life altering event in 2007, Jen became an entrepreneur. She started and ran her own non-profit which empowered amputee youth across the country. She also began public speaking, writing, and eventually became a co-owner in a retail brick and mortar business.  

Through both her professional & personal life experiences, Jen has developed many tools to working in a fast-paced environment, serving many agenda’s, finding creative solutions and overcoming the hardest part – fighting fear and just getting started! 

She resides in Dallas and has a Bachelor of Science Degree and Bachelor of Legal Studies Degree from Wichita State University in Wichita, Kansas.



 USA - UK - France - The Netherlands


Bjorna is passionate about helping people grow into their full potential. She has a special interest in helping women align to their true self and thus feel empowered to be their best. In her work as coach, Bjorna focusses on the whole person and the combination of personal and professional life. She will help you find out what really matters to you and achieve a fulfilling life, personally and professionally.

Bjorna initially graduated with a BSc in Psychology and a MSc in Neuroscience at University of Utrecht in The Netherlands. After her first job in psycho-pharmacological research, she continued to obtain a Masters in Human Resources Management from the University in Strasbourg, France. She accumulated experience in a variety of roles, from Executive Search, Outplacement and Career Coaching to international HR Management & Business Partnering in bio-pharmaceutical companies.

Bjorna is originally from The Netherlands, married a Frenchman and has lived in France, Belgium, the UK and the US. She has two daughters and loves horse riding in the countryside and watching polo tournaments.



USA - UK - France


Valerie finds great satisfaction accompanying people on their journey to achieve their personal and professional goals. 

Valerie started her career in sales, then moved to journalism, and worked 20 years in Marketing and Events for a Luxury and Lifestyle brand.  Having reinvented herself professionally many times, she is very familiar with career and life transition. 

As a working mother she understands the complexities of honoring work demands, maintaining a high standard of work ethic, competing in a fast paced, high pressure environment, while being present and available for her family.  Valerie's personal and professional experience uniquely qualify her for coaching work/life balance issues, changing careers, improving communications with colleagues/direct reports/managers, aiding those in abusive relationships and adolescent challenges. 

Valerie has Bachelor of Arts from Trinity College in Hartford, Connecticut.   She is American and lived in Europe for 20 years between Paris, London, and Geneva.  She now resides in Indianapolis.