A former British Army soldier from Badsey has launched a new venture to combat the growing mental health crisis affecting young people.
Afghanistan war veteran Sam Coton, who served in the Royal Regiment of Fusiliers has formed the Better Me, Better You CIC to help young people facing the pressures of modern life by helping them build resilience and positive mindset.
Drawing on experiences from military and civilian life, Sam, now a certified life coach, has developed a programme of workshops, motivational talks, and one-to-one coaching whilst being a governor at Chipping Campden School.
Sam, who came from a troubled childhood, saw active service in the notorious Helmand Province campaign and overcame brain surgery for a pineal cyst told the Observer:
“There are just so many children these days that don’t have any self belief and it’s quite frightening. I set up Better Me, Better You because I’ve seen first-hand how important mindset is when life gets tough.
“I teach them strategies that I have learnt on my own journey of self learning and growth.
“My time in the Army taught me that resilience isn’t about being unbreakable, it’s about finding ways to adapt, recover, and keep moving forward. Young people today face huge pressures inside and outside of school, and I wanted to create something that gives them the tools and self-belief to thrive, not just survive.”
The launch comes at a time when mental health issues among young people are increasing sharply.
From 2023 to 2024, there were 204,526 new referrals for children aged 17 and under where the primary cause was anxiety – more than double the number pre-COVID.
In 2022, 18 per cent of children aged seven to 16 and 22 per cent of young people aged 17 to 24 in England had a probable mental health disorder.
By providing coaching rooted in real-life experience, Sam’s work offers practical tools to manage stress, build confidence, and adapt to challenges.
The not-for-profit CIC model means programmes will be funded through grants and donations, allowing schools and youth groups to access support without additional financial strain.
“My dream is to make sure we don’t have anyone expelled from schools. It’s a proactive, preventative measure to try and understand individuals’ behaviours through tapping into their mindset and giving them self belief and confidence,” he added.
The venture kicked off with a motivational talk for Year 11 pupils at Chipping Campden School, where Sam shared his approach to overcoming life’s adversities and how he believes that pushing through the ‘fear zone’ is key for future success.
At this time of year, returning to classes with new routines and expectations can heighten anxiety in teens already struggling.
Mr Rushworth, vice principal for quality of education at Chipping Campden School, added: “We have worked with Sam for the last two to three years because his message cuts through in a way that others cannot.
“Sam has worked with our year 10 and 11 students, growing their self-belief and confidence. Often changing their direction by just one degree has meant a far bigger impact over time.”
Sam hopes to extend his reach across Gloucestershire, Worcestershire and neighbouring counties.
