Meet Sanna

About me

Sanna Arthur coach looking into the distance

My life has been a journey of discovery.

About 20 years ago, I left my home country of Germany, first for Iceland, then the United States, then back to Iceland. While being an immigrant sometimes meant feeling like I neither fully belonged to the country I moved to nor my country of birth, one of the biggest joys has been the opportunity to discover diversity in all its beautiful facets — both in the people I met and within myself.

Along the way, I learned that my path didn’t have to be straight. In fact, the long and winding road led to the greatest discovery:

My unique multi-lingual, multi-cultural, neurospicy, queer, “Speshal” self!

And every day, I discover a little more about her.

My experiences have made me passionate about creating a safe space — especially for those who may feel a lack of belonging in one way or another — to allow people to explore their dreams and grow.

I have experienced first-hand how transformative coaching can be when you feel completely safe with your coach. When you can be yourself and bring all your ideas, thoughts, and worries to the table, you can discover that your big picture is within reach.

My goal as a coach is to become that safe space for you and your dreams.

Speshal Coaching heart logo

My core values

  • Kindness sits at the core of my being. I believe that being kind doesn’t cost me anything. I can only gain by being kind. Some may say that you risk being taken advantage of by being too kind, but I believe the benefits far outweigh that risk.

  • Honesty means being truthful to myself and to others. It means being reliable. There’s no hidden agenda.

    Honesty is closely linked to sincerity, which — to me — means that I come as I am, and you can do as well.

  • For me, being empathetic means deeply understanding and sharing the feelings of others, allowing us to connect and support one another through life's challenges.

    It goes hand in hand with compassion, another one of my core values.

    To me, the difference is that empathy is about being able to put myself in someone else’s position, feeling what they would feel. Compassion, on the other hand, is not only about recognizing someone’s emotions but also about wanting to help.

My credentials

    • 80-hour Level-1 ICF-certified Coaching Training Program from Profectus (completed December 2024)

    • Currently attending an 85-hour Level-2 ICE-certified Training Program from Profectus (January–November 2025)

    • I intend to be ready to apply for my Associate Certified Coach (ACC) certification from the International Coaching Federation by the end of 2025.

    • Coaching Your Inner Critic: A Workshop, by Paul Boehnke (2 CC Units, 7 RD Units)

    • Coaching Sustainability: The Power of Story to Attract More Clients, Create Greater Financial Success While Increasing Your Impact, by Lisa Bloom (2.5 CC Units, 2.5 RD Units)

    • Neurodiversity Coaching: Creating Agency, by Dr. Nancy Doyle (0.5 CC Units, 1.0 RD Units)

  • Member of the International Coaching Federation (ICF) and the Icelandic Charter Chapter of ICF.

My promise to my clients and sponsors

  • As a coach, I promise to:

    • Always be honest and accurate about what I can offer as a coach and my qualifications. I won’t make false claims or mislead anyone about coaching or the ICF.

    • Clearly explain my skills, experience, certifications, and qualifications to clients and sponsors.

    • Always uphold the ICF Code of Ethics in my coaching work.

    • Keep all coaching-related information safe, secure, and confidential. I will also dispose of data properly and follow the law.

    • Avoid any situations where there might be a conflict of interest. If one arises, I’ll let everyone involved know and, if needed, step aside.

    • Be upfront about any fees I receive or pay for third-party referrals.

    • Only make fair agreements for exchanging services or goods that won’t harm the coaching relationship.

    • Never use the coaching relationship for personal or financial gain beyond what’s agreed upon in the coaching contract.

    • Be truthful about what coaching can achieve. I won’t make promises I can’t keep or provide incorrect advice.

    • Create clear agreements with clients and sponsors, making sure everyone understands terms like confidentiality, finances, and other important details before we start.

    • Respect my clients’ right to stop coaching at any time and stay alert if I notice they aren’t benefiting from the coaching process.

    • Recommend another coach or professional if I believe they’d be better suited to help the client.

    • Keep all information from clients and sponsors private unless they give permission to share it or the law requires disclosure. This confidentiality remains even after our coaching relationship ends.

    • Discuss and agree on how coaching information will be shared between me, the client, and the sponsor.

Sanna Arthur coach during a walking coaching session with a client

Types of coaching

I focus on personal, 1-on-1 coaching. Depending on your location, you can choose from the following options:

Reykjavík capital area

  • In-person, 1-on-1 sessions at my office at Skeifan 19, or another agreed-upon location.

  • Coaching while going for a walk — weather permitting.

  • Online, 1-on-1 sessions via Google Meet.

Worldwide

  • Online, 1-on-1 sessions via Google Meet.