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Andrew Armatas

Last name
English, Greek

Andrew Armatas is a clinical & coaching psychologist with a background experience in brief therapy and corporate mental health. He studied psychology, received his Master’s degree in clinical psychology from the University of Hartford, US (1994) and was one of the first graduates from the University of Sheffield’s pioneering Postgraduate degree in clinical hypnosis (1999).

Andrew was born and raised in Australia. After a personal journey that included the US and the UK, he settled down in Greece where he published his first books, became a guest lecturer at Athens Medical School and co-created the first university-level health coaching e-course exclusively for health professionals at the University of Athens. He is an associate editor of Coaching: An International Journal of Theory, Research and Practice, an advisor to the National Network of Workplace Health Promotion, the National Network of Health Promoting Hospitals & Health Sciences and the National Institute of Social & Preventive Medicine. 

He is an award-winning author, a conference speaker, a psychology/coaching book acquisition advisor and a guest lecturer at various Universities on hypnosis, coaching and wellbeing. His expertise lies in coaching hypnosis (a term he coined and published in 2009) and is regarded as an authority on the applications of hypnotic strategies & suggestive communication in medical and coaching contexts. As a longstanding member of the International Society of Hypnosis, an accredited member of the British Society for Academic and Clinical Hypnosis and a founding member of the International Society for Coaching Psychology, his approach to change has allowed him to deliver training to countries such as the UK, Austria, Romania, Italy, Russia, Germany, Iran and Bahrain.

His latest book Brief Strategic Coaching was released in 2021 by Open University Press.



  • Armatas, A. (2021). Brief strategic coaching: The problem resolution process that inspired brief and solution-focused thinking. Maidenhead: Open University Press
  • Armatas, A. (2019). Breaking the pattern in teams: When the solution is the problem. In D. Clutterbuck, J. Gannon, S. Hayes, I. Iordanou, K. Lowe & D. MacKie (Eds), The Practitioner’s handbook of team coaching. London: Routledge
  • Armatas, A. (2018). Introduction to scientific hypnosis. In P. Asimakis (Ed), Contemporary psychotherapies in Greece. Athens: Asimakis (in Greek)
  • Armatas, A. (2015). Robbery: A survival guide for employees and companies. Athens: Patakis Publishers (in Greek)
  • Armatas, A. (2014). Improving employee well-being: The role of coaching psychology. In A. S. Antoniou (Ed), Current perspectives in occupational health psychology. Athens: Broken Hill Publishers Ltd.
  • Armatas, A. (2013). Leleka stands tall: Learn how to overcome your fears and stand strong too. Athens: Patakis Publishers (in Greek): This is the first children’s book in Greece and in Greek that incorporates therapeutic storytelling using hypnosis and helps children overcome their fears. It is about a giraffe afraid of heights that manages to stand tall and feel empowered with the help of hypnosis.
  • Armatas, A, (2013). Piggy’s quest for success. Athens: Patakis Publishers (Children’s storybook in Greek)
  • Armatas, A. (2005). Workplace stress: Description, Prevention, Management. In P. Papadopoulos & E. Banoutsos (Eds), Health and safety in the workplace. Athens: Dashofer Holding Ltd (in Greek)



  • Armatas, A. (2020). How the Solution Becomes the Problem: The Case at Microsoft, Sage Business Cases. London: Sage Publications
  • Armatas, A. (2014). Coaching in Greece. AC Global Bulletin, 3, 10-11.
  • Armatas, A. (2011). Suggestive techniques in coaching. Coaching: An International Journal of Theory, Research and Practice, 4(1), 32-41.
  • Armatas, A. (2009). Coaching hypnosis: Integrating hypnotic strategies and principles in coaching. International Coaching Psychology Review, 4 (2), 172-181.
  • Armatas, A. (2008). Reducing stress among female workers. Journal of Employee Assistance, 38(1), 7-9
  • Armatas, A. (2005). Preparing for the Olympic Games. Journal of Employee Assistance, 35(2), 31-32.