About Us
Our Mission

To encourage, challenge, and inspire you to reach the apex of who you are designed to be and what you are designed to do.


About Jay Mitchell
Executive Leadership Coach and Co-Founder of Apex Coaching Services 

For more than 25 years, Jay Mitchell has been a developer of people and organizations. Focusing on the core issues of personal and organizational leadership – character, communication, vision, values, establishing goals and personal accountability – Jay provides a comprehensive and personal leadership coaching experience for CEO’s, executives, their teams, as well as men and women serving in leadership positions at all levels in the for-profit and not-for-profit environments.  Jay also provides life coaching for men in mid-life transition as well as couples in various stages of life transition.

Jay’s clients have included the top management of EBay, Borland Software, Pepperdine University, Fabsuite, and Williamsburg Community Chapel. Jay also speaks on leadership topics at venues all around the country and has frequently been a featured presenter at Stanford Graduate School of Business in Palo Alto, California.

Jay has held management positions in the for-profit and not-for-profit worlds – as Vice President/General Manager of Business Operations for Sawyer Media, Inc., and Vice President of Programming at Church Communication Network (CCN). Jay has also served as Executive Pastor of Menlo Park Presbyterian Church and the Williamsburg Community Chapel. Jay’s unique experiences in organizational and leadership development and as a pastor provide a unique and rich approach to his coaching practice.


About Amy Knowles
Life Coach and Co-Founder of Apex Coaching Services

Amy Knowles has been helping people achieve their goals since 1990.  She is a Licensed Clinical Social Worker with a background working with individuals, couples, and groups to overcome difficulties in the areas of addiction, depression, anxiety, and relationship challenges.  Amy has worked in a variety of settings, including hospitals, outpatient settings, and private practice.

In 2005, Amy realized one of her own lifelong dreams when she established the Life Enrichment Center of Virginia, a well-respected and successful counseling and education center in Richmond.

In her counseling work, Amy has always believed that people are whole and capable, with their own unique set of strengths.  Rather than focusing on "deficits" or "pathology", she adopts a personal growth perspective, which focuses instead on potential and possibility.  Because of these values, it was a logical next step for Amy to expand into the rapidly-growing field of coaching.  She received her training as a Life Coach at MentorCoach in Bethesda, Maryland in 2004 and has been coaching ever since.

Some of her success stories include helping clients to build more profitable businesses, achieve health and wellness goals, improve their relationships, and become more creative.  Her two areas of expertise are coaching small business owners and helping people achieve more fulfilling, balanced lives.