New Member: Sarah Furuya Coaching

The British Chamber of Commerce in Japan is delighted to welcome Sarah Furuya Coaching (SFC) to our expansive membership base.

Sarah Furuya Coaching (SFC) exists for leaders who think differently. For the executives, founders, and directors who are exceptional at what they do, and who know, that there is more. More clarity. More courage. More alignment between who they are and how they lead and how they live their lives. 

Quick links (full discovery available below)

Connect with Sarah on LinkedIn & visit sarahfuruya.com.

Book an Obligation Free Discovery Call here

Founded by Sarah Furuya — originally from Liverpool, based in Japan since 2001 — Sarah Furuya has spent over two decades coaching high-achieving professionals across Tokyo and beyond. Sarah is a qualified ORSC Systems Coach, holds a BSc in Human Psychology and Human Biology, and is a certified practitioner in Lumina Spark and Savile Wave psychometrics. 

She was a finalist for Entrepreneur of the Year at the BCCJ British Business Awards 2021 as well as finalist in 2019 and 2022 for other categories. She sits on the Board of Directors for Refugee Empowerment International. 

'Where you see limits, I see possibilities and potential on what can be achieved. I have seen clients achieve British Business Awards, when others have said it could not be done,' Sarah Furuya, Founder.

Her coaching practice has been built entirely on reputation, through the quality of the work and the depth of the relationships it creates. What makes Sarah Furuya Coaching genuinely different is its intentional integration of the professional and the personal. 

Most executive coaching focuses on performance. SFC works with the whole person, through three distinct and interconnected lenses. The Science: the real-world facts of a client's situation — finances, structures, legal realities, time constraints. The Psychology: mindset, values, beliefs, and the stories that are helping or holding a client back. And The Story: the deeper dimension of purpose, spirit, and luck. 

Together, these three lenses create a coaching experience that is rigorous, honest, and genuinely transformational. Tell the truth - first we tell the truth. What clients find at SFC is something genuinely rare: a coaching relationship that is both professionally rigorous and deeply personal. 

She helps clients get honest about where they are, understand what is driving or blocking them, and move forward with clarity, courage, and style. Sessions are frank, warm, and occasionally surprising. Truth is always told. SFC's clients are CEOs with soul, directors with devotion, entrepreneurs with heart. They are ambitious, curious, and often ahead of the curve. People who have succeeded precisely because they don't fit the mould, and who need a coach who can hold that complexity and push them further. 

Coaching programmes range from: 

• The Six - six focused sessions over six months for discrete transitions
• The Ten - a luxurious eight-month commitment to evolution
• The Legend - a full year of premium coaching for those ready to make it count

SFC offers Personal Coaching, Executive Coaching for organisations, Critical Incidents for group insight and wisdom, Retreats, Style Swaps and the Lighthouse Circle — a grief support community. Sarah coaches from the hills south of Tokyo, near the sea and brings to every client relationship twenty years of lived experience as a British entrepreneur in Japan, a no-nonsense commitment to truth-telling, and an unshakeable belief that there are many ways to lead a life. 

Her clients don't just perform better. She would simply say: she helps interesting people live better lives.

Why did you join the BCCJ? 

I joined the BCCJ because I recognised my people in it. I came to Japan in 2001 from Liverpool, and building a meaningful professional life here — as a British woman, as an entrepreneur, as someone who thinks and works differently — requires a particular kind of community. The BCCJ is that community. I’ve sat on the BCCJ Excom 2021-2022, and I understand the dedication and the mission. The BCCJ brings together exactly the kind of people I work with and care about: ambitious, globally-minded, navigating life and business between many different cultures. I wanted to be in the room — and to be of genuine service to the people in it.

What do you most hope to gain from your time as a member? 

I hope to gain a sense of professional community and business relationships within the BCCJ. I love the atmosphere, the people, the team, and the connection to Britain and the Embassy. I want to be visible to the right coaching clients, particularly interesting, creative, and neurodivergent professionals who are in transition and need a coach who works with the whole person within their professional and personal lives. As a systems coach with 20 years of experience, I bring a way of working that addresses the full picture of a person. I hope to offer that perspective to the BCCJ community as much as I receive from it. I also hope to have intellectually and professionally stimulating conversations.

What makes your organisation unique in your industry or market? 

What clients find at SFC is something genuinely rare: a coaching relationship that is both professionally rigorous and deeply personal. I work through three lenses — Science, Psychology, and Story — to help clients get honest about where they are, understand what is driving or blocking them, and move forward with clarity, courage, and style. Sessions are frank, warm, and occasionally surprising. Truth is always told. Where other coaches see limits, I see possibilities and potential on what can be done. 

What recent achievements or milestones are you most proud of? 

I'm celebrating 25 years in Japan this year, 21 years in coaching, and 14 years in business. I’ve built a practice on long-term relationships and real transformation. That's the foundation everything else sits on. I'm proud of the cross-sector partnerships I've built along the way, collaborating with professionals from corporate, science, meditation, fitness and wellness worlds so my clients get richer, fuller support than I could offer alone.

The Lighthouse Grief Circle might be the thing closest to my heart. Created in direct response to what clients needed, co-led with a grief specialist, now entering its seventh cohort. I believe in spaces where people receive as much as they contribute. Retreats, women's wellness gatherings, a clothing exchange I've been running for ten years. Community isn't a concept for me, it's a practice.

I sit on the board of Refugee Empowerment International, I'm active in my local neighbourhood, and I'm rejoining the Chamber of Commerce. Local and global feel equally important to me. And then there are the clients. Newly appointed international CEOs. Leaders who chose to stay in corporate life and reimagine it from the inside. 

What kind of collaborations or connections are you most interested in building through the BCCJ? 

I am interested in building warm, genuine, and mutually enriching connections with interesting people that the BCCJ brings together. I am drawn to the quality of conversation and community that the Chamber offers. I hope to meet fellow members who are curious, ambitious, and invested in each other’s success. I want people who need the SFC style of coaching to find me. 

Get in touch with Sarah Furuya below

Connect with Sarah on LinkedIn | Visit the Website 

Book an Obligation Free Discovery Call Now

Follow SFC on LinkedIn | Instagram | Meta | YouTube 

Sarah Furuya Coaching Further Reading

SFC has numerous channels of engagement. To continue learning about Sarah Furuya Coahing, Sarah recommends you visit her blog here.