Helping people and organisations
to strive and thrive

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Coaching & Leadership Development

We use evidence-based techniques to support individuals and teams to flourish. We are also passionate about coaching to prevent burnout in health care professionals.


Increase confidence, self-awareness, and solution-focused thinking. Set and work towards goals. Improve your performance.

Health care providers

Evidence is mounting for coaching as an effective way to prevent burnout and improve doctors’ quality of life and resilience.


Coaching is an effective leadership development strategy. Create a desirable culture and build high-performing teams.

Learn more about coaching
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What our clients say

Quotation marks

"I was fortunate enough to have five coaching sessions with Sonja at a critical time for me professionally. Sonja is an amazing sounding board. I can't recommend her more highly—her manner, approach, professionalism, and leadership skills are second to none."

- Philip M (Manager, Sydney)

"Sonja has found her calling, she has an incredible gift of finding strengths within and teasing them out. After my coaching I am stronger, happier and feel confident to reach for the stars. I highly recommend Sonja, she is an excellent coach and if anything you will wish you worked with her sooner."

- Jenna H (Wellington)

"Coaching was extremely helpful in working through several important aspects in my life at the time and set me up for looking positively ahead, setting the good long-term habits I was also after. I would recommend Sonja and Upward Strategy to anyone wishing to recalibrate their life or parts thereof."

- Gail v H (Sydney)

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Meet Sonja

Sonja Cronjé is a professional coach, consultant, educator, facilitator and seasoned senior executive with three decades of experience across health, higher education, and international development.

She is an Associate Certified Coach (ACC) and member of the International Coaching Federation. She also holds postgraduate degrees in public health and optometry, is a Graduate Member of the Australian Institute of Company Directors, and has substantial not-for-profit board and company secretary experience.

A health care insider, Sonja has worked closely with medical professionals through executive roles at several Australasian specialist medical colleges and associations. She has personal experience with emotional exhaustion and burnout, perfectionistic tendencies and imposter syndrome, and she is passionate about helping to reduce burnout in health care providers through evidence-based coaching techniques.

Sonja founded Upward Strategy to help people and organisations to strive and thrive – and she would love to support you.

Sonja Cronje GAICD

Sonja Cronjé GAICD
Professional Coach and Consultant
ICF Member and
Associate Certified Coach (ACC)

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Get in touch

We would love to discuss how Upward Strategy could help you and/or your organisation to strive and thrive.

Contact us