About Jess & JAG Coaching
Dr Jessica Amy Gulland (JAG), MBBS, DFFP.
Active GP, Qualified Coach & Stress Management Specialist.
Meet Jess
Jess is an active GP and qualified professional coach with over 20 years of medical experience.
She has supported a wide range of people through stress, overload, burnout, and life pressures, and brings a calm, compassionate, and practical approach to her coaching.
JAG Coaching was created to offer something medicine often cannot: the time and space to explore the wider pressures sitting beneath recurring symptoms.
Credentials & Context
Credentials & Qualifications
Jess’s background spans hospital medicine, NHS general practice, private healthcare and remote GP services across London and the South East, giving her grounded insight into modern stress and life pressures.
Professional Experience
Medical background
Jess qualified as a doctor in 2005 after graduating from Royal Free and University College Medical School. She completed hospital roles at the Royal Free, Darent Valley, North Middlesex and Lewisham before qualifying as a GP in 2010.
GP experience
Jess has worked as a GP across London and the South East, including Blackheath, Sydenham, Forest Hill and Bromley, alongside remote GP work with Babylon Health, BUPA and Tap GP.
Coaching training
After many years in medicine, Jess trained in coaching to offer a more reflective, proactive form of support. She completed career coaching with Dr Sally Hambly in 2024 and a Professional Coaching Diploma with Optimus Coaching Academy in 2024–2025.
Formal Qualifications
2024–2025: Professional Coaching Diploma, Optimus Coaching Academy.
2024: Career coaching with Dr Sally Hambly.
2010: MRCGP, Member of the Royal College of General Practitioners / qualified GP.
2010: DFSRH, Diploma of the Faculty of Sexual & Reproductive Healthcare.
2005: MBBS, Royal Free and University College Medical School / qualified doctor.
2003: Intercalated BSc in Anatomy and Human & Cell Biology, King’s College London, 2:1.
My Approach
Jess’s approach is calm, practical, and tailored to the individual.
Sessions are designed to help clients think clearly, understand patterns, strengthen boundaries, and make changes that support a healthier, more balanced way of living.
The work is forward-looking, supportive, and grounded in real life rather than one-size-fits-all advice.
Her core values include empowerment, authenticity, harmony, trust, curiosity, and wellbeing.
Why JAG Coaching Exists
JAG Coaching was created in response to a gap Jess saw again and again in her medical work.
Many people are carrying a great deal, often for a long time, and need more than a short appointment or reactive support.
They need time to reflect, understand what is driving their stress, and make meaningful changes before things become more entrenched.
This coaching business was built to offer that space in a calmer, more proactive, and more personal way.
FAQ
Is Jess still a GP?
Yes, Jess remains an active GP alongside JAG Coaching.
Her ongoing medical work helps inform her understanding of stress, health, and modern life pressures, while coaching allows more time and space to support people in a different, more reflective and forward-focused way.
Who does Jess usually work with?
Jess usually works with private clients who are carrying a lot of responsibility.
Many are professionals, parents, or people navigating stress, overload, burnout risk, or a loss of balance, and want calmer, more sustainable ways to live and work.
Can Jess prescribe or sign off?
JAG Coaching does not include prescriptions, fit notes, diagnosis, or medical sign-off.
Although Jess is a GP, coaching is a separate service. If medical treatment or formal advice is needed, clients should speak to their own GP or another appropriate professional.
Is JAG Coaching a GP service?
JAG Coaching is a private coaching service, not a GP appointment or medical consultation.
It is separate from diagnosis, treatment, prescriptions, and formal medical care, and instead focuses on stress management, clarity, balance, and practical support for healthier day-to-day living.
Is coaching the same as therapy?
Coaching and therapy can sometimes complement each other, but they are different.
Coaching is generally more future-focused and practical, helping you understand what is happening now, clarify what needs to change, and move forward with greater confidence and direction.
What does JAG stand for?
JAG primarily stands for Jessica Amy Gulland, however, the name also reflects Jess’s love of big cats, shaped partly by her time spent in Uganda, supporting children with English lessons.
Jaguars and other big cats represent quiet confidence, protective strength and vitality, qualities Jess believes many people need to connect with, when stress becomes a challenging aspect of modern life.
