Hi, I’m Sarah Croot.
I've spent 25 years working with professional services firms, and the thing I keep coming back to is this: the gap between good and great is almost never technical.
It's the human stuff. It’s embracing our humanity in the age of AI. How people show up and lean into their strengths and values. Whether they feel confident enough to be themselves. Whether they've found a way to lead and build relationships that feels authentic rather than borrowed from someone else.
That’s what I focus on.
What I do
I’m a BD & leadership consultant, coach and facilitator. My work spans strategy, one-to-one coaching, group programmes and keynote speaking, often in combination. I work across Magic Circle and Big 4 firms, global legal networks and professional services firms of all sizes.
I've worked with fee earners from associate to senior partner, with leadership teams navigating significant change, and with firms trying to build a culture where everyone feels empowered to be part of growth, not just the partners at the top.
How I work
Direct, practical and high-energy. I don't believe in theory for theory's sake, or frameworks that look great on a slide and disappear by Monday. I work with what's real: the actual challenges, the actual people, the actual culture.
I'll tell you what I think. I'll push back when I think it's useful. And I'll be honest about what will and won't work. It’s about creating something that works for both the organisation and the individual, whilst also being fun and engaging. I live what I say, lean into my strengths and am absolutely never, ever “one size fits all”.
A bit more about me
I’m based in the UK and work internationally. I'm neurodivergent, which shapes a lot of how I think about confidence, leadership and what gets in people's way. I won the Women, Influence & Power in Law collaborative leadership award in 2026. Something I am incredibly proud of, because it recognises we all need people around us to succeed.
When I'm not working, I make things. Furniture, mostly. There's something working with your hands that creates a different sense of calm and perspective. And I am a crazy cat lady. Well, I foster abandoned or stray kittens for a local charity, until they’re ready to be rehomed. Something that gives me great pleasure.