Wendy-Ann Smith | CEF Founder | Director | Conference Chair
Wendy-Ann Smith is known for her integration of applied ethics, coaching psychology, and positive psychology in professional practice. As the Founder and Director of the Coaching Ethics Forum (CEF), she has designed and led the first international conference series dedicated to ethics in coaching, mentoring, and leadership—now an established global event. She has designed and led the first international conference series dedicated to ethics in coaching, mentoring, and leadership—now an established global event. She also convenes ongoing roundtable discussions with major coaching bodies worldwide to discuss safeguarding the integrity of the profession.
Her work is anchored in the broader Ethics Forum International, which brings together independent initiatives advancing ethical practice, integrity, and professional flourishing. These include:
– the Journal of Coaching Ethics (JoCE), the only scholarly journal dedicated to ethics in coaching
– Ethical Edge Insights (EEi), a magazine bridging ethical theory and real-world application, published by Sable Praxis
– Champions of Courage Awards, celebrating ethical courage in action
– ChangeMakers in Conversation & Podcasters in Conversation, an international dialogue series with leaders shaping the ethical future of their fields
Wendy-Ann is a Registered Psychologist in Australia and France, and a Chartered Coaching Psychologist in the UK. She is also the author and editor of three widely respected publications:
- Positive Psychology Coaching in the Workplace (2021)
- The Ethical Coaches’ Handbook (2023)
- Ethical Case Studies for Coach Development and Practice (2024)
Her work spans research, writing, education, and consulting—supporting individuals and organisations to navigate complexity with clarity, courage, and care. Across all she leads, her aim remains constant: to deepen ethical integrity at every level of coaching and leadership practice.
What is it about ethics—or the Coaching Ethics Forum—that resonates with you? Why does this work matter to you personally and professionally, and how do you see yourself contributing to the conversation through CEF?
Ethics isn’t just about rules or compliance—it’s about how we live, lead, and engage with the world. For me, this is best captured in the idea of ethicality—the embodiment of living through an ethical lens. It is not something we apply selectively; it is woven into every decision, interaction, and choice we make.
The Coaching Ethics Forum (CEF) was created from a commitment to ensuring that ethics in coaching is not treated as an abstract concept but as a lived, evolving practice. Ethicality is about navigating complexity with integrity, courage, and discernment, recognising that ethical dilemmas are rarely black and white.
Ethics is dynamic, deeply human, and at times, uncomfortable. But it is in this discomfort that we grow. My hope is that through CEF and my broader work, we continue to expand not only how we think about ethics, but how we live it.