bu, bu coaching, coaches, newcastle, declan edwards, jordan jensen, confident, confidence, anxiety, stress, purpose

Our Vision

“To empower people globally to build self-confidence, escape anxiety, and find their purpose in life”

Our Values

We are avid believers in the life changing capabilities of a business that is run by passion rather than by profit. As a passion driven business we have a series of values that we choose to run our business by. Every member of the BU Coaching team has chosen to integrate these 9 Core Values into their work with BU Coaching to ensure that, no matter who from our team you interact with, you will receive the same high quality of service and care.


1. Be authentic: Just BU

2. Work with passion: This is a movement not a job

3. Be grateful: Actively seek out and appreciate opportunities

4. Value personal growth: It’s the best way to take real care of yourself and others

5. Aim to make a positive difference: To ourselves, our community and the world as a whole

6. Deliver amazing service but don’t take a business too seriously: Be professionally unprofessional

7. Interact with genuine curiosity & compassion: Actually give a f*ck about the people we work with

8. Practice what we preach: Ensure our advice is good enough for ourselves before we offer it to others

9. Be Flawsome: Accept and embrace the fact that as human beings we all have flaws but these flaws only contribute further to our awesomeness

Meet The Team

Declan Edwards

BU Founder, Confidence & Purpose Coach

For years I have been fascinated by the question: What makes the difference between people who flourish, excel and enjoy their lives compared to those who merely survive and just get by?

This fascination led me on a path of countless questions, numerous fields of study and years of developing my own senses of confidence & purpose in life. In 2016 I became a Confidence & Purpose Coach, and officially opened BU Coaching.

Since then I’ve been fortunate enough to personally coach people from all around Australia (as well as overseas), run numerous confidence & purpose workshops in Newcastle, become a keynote speaker and even publish a book.

I am incredibly grateful for the opportunity to positively impact so many lives through BU Coaching. It is thanks to people just like you, people who decided to create a better life for themselves by becoming the confident & purpose driven individuals they were born to be, that our ripple of positive change is able to spread.



Declan’s Qualifications

  • Bachelor of Health Sciences, University of Newcastle

  • Foundations of Positive Psychology Specialisation, University of Pennsylvania

  • NLP & Meta-Coaching Practitioner, The Coaching Room

  • Bachelor Studies in Human Behavioural Psychology

Declan is based in Newcastle, Australia but currently coaches people from around the world. You can book in a complimentary 5 minute consultation call with him by clicking HERE

Jordan Jensen

BU Co-Founder, Confidence & Purpose Coach

For a long time I was someone who put on a brave face, and always appeared to be strong, and supportive person to everyone as I thought that was who I needed to be for them. This took an emotional and physical toll on me and I wasn’t happy, but I didn’t know why. I was being a good person, working hard and taking care of everyone else, surely that was meant to make me happy?

I kept pushing through this for way longer than I should have, working longer and longer hours, and always trying to be the supportive person in my relationships and friendships, never having any time to slow down and be myself (whoever that was). Toward the end of 2015 I started experiencing panic attacks almost daily.

I was having stress attacks from my constant anxiety over not living up to the expectations I held for myself and others held for me. My best never felt good enough.

Now after studying human behavioural psychology, studying to become a Confidence & Purpose Coach and working with Declan we have found some amazing things about people. Anxiety, stress, and low self-confidence, aren’t things we have or don’t have, they are habits which can be learned, given the right environment and mentor.

Together, with the BU team Declan and I are spreading this knowledge and ability to change. We are helping more people every day to not go down my path of ending up burnout out, emotionally drained and tired by 9am Monday, but instead be the fulfilled, confident, and purpose driven individuals they have always wanted to be.

If you’d like to hear more about what we are doing and how you could fit in with the movement, schedule a call HERE, it would be lovely to connect with you.

Be Empowered, Be Exceptional,



Jordan’s Qualifications:

  • NLP Practitioner

  • NLP Master Practitioner

  • pACMC Certified Meta-Coach

  • Cert IV Small Business Management

  • Bachelor Studies in Psychology, Sociology, Biology, Law, Business & Startup Strategy

  • Slingshot Startup Accelerator Graduate

  • Dent Global Startup Accelerator Current Participant

  • Currently completing Diploma in Advanced Cognitive Behavioural Therapy