assertiveness training in London

Do you ever end up in social or professional situations where you struggle to stand your ground? Does another guy always walk off with the girl you like? Do you often get used and walked over in relationships and friendships?

Do your dreams only ever half-materialise, and do you always find yourself a little disappointed with how they turn out?

These are all often symptoms of the same opportunity for development: You are not assertive enough. You do not stand your ground when others challenge. You do not even really know what you what.

Maybe you’ll date any woman that will take you, and you assume the same attitude to jobs and life scenarios. However, that is not going to help you fulfill or even identify your purpose as a man, and your life is going to be robbed of so much potential value.

You don’t want to get to 60 years old and regret not having made active decisions and standing your ground while it mattered.

How I can help you to be more assertive and build confidence

I’m Johnny Cassell, and I’ve been helping men to discover their desires and act on them for over a decade.

One of the character traits to which women are most attracted is knowing what you want. If you’re on a date with a woman, and the waiter brings you out the wrong order, she’s going to think less of you if you just accept what you’re given.

There is a fine line between being assertive and plain old being an ass, but an assertive person can make their point heard without raising their voice.

Assertive people are normally also driven and authoritative – also attractive qualities.

My courses are tailored towards self-confidence, but knowing and going after what you want are huge parts of building overall confidence.

They’re also about getting the woman you want. Put a stop to the days of selling yourself short and aligning with women that don’t fit your ideal type. You may as well be buying drinks for the right women, and maximising potential return on investment over the course of a night out.

Plenty of men who approach me about my services often say they’re taking what comes their way because they don’t have the confidence to aim for better.

So a lack of assertiveness in these cases becomes like an insurance policy: You don’t believe you can get better than you currently have, so you’ve trained yourself to be happy with what you have. Not wanting more becomes an excuse not to step outside of your comfort zone.

I’m not saying you shouldn’t take stock of your life and be content with what you have – the whole reason I do what I do is so that people can find true happiness, or whatever their interpretation of true happiness is.

But if you haven’t done as well as you can on your own terms, and you’re fine with that, you’re denying yourself a life you really want.

Some people are so cemented in their ways that it takes an external hand to get them out of the rut. A lack of assertiveness could be bad to the point that it has led to bullying, or to manipulation. Maybe you’ve fallen in with a bad crowd and need the courage to step away and rebuild.


Whatever the need for it, you can guarantee that assertiveness will be needed to navigate a scenario in your life sometime soon, and I can help you build towards a more straightforward and direct you.

My dedicated team can talk you through what it is you actually want, and walk you through the steps to get there. This includes going out into the field and talking to women, as there are few better baptisms of fire than being upfront with a girl you like.

You owe it to yourself to no longer be the guy getting left behind. Give yourself a fighting chance. Head over here to discover my workshops and courses.

Don’t settle for less. Assert yourself and take back control of your life.

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From our Students

He knows his psychology stuff, he’s systematic, well articulated, explains concepts from different angles, and will accompany you on your journey – with his coaching, I got my perfect 10 model / dream girl. Can’t thank him enough! And it’s a skill that stays with you for the rest of your life..

– Armi R

Johnny really is the real deal, his coaching literally changed my way of thinking and in essence my whole life, am now meeting more beautiful and fun women than i ever thought possible,An absolute legend.

– Ben W

His expertise and skills are fantastic and the way he customised his education to my needs and desires made sure that the skills were transferable. A few weeks later those skills helped me with meeting my

– Gavriel M

Johnny is the best dating coach in the world, I have been with many mentors and he by far is the best!
I struggled to talk to people in the street, Johnny demonstrated and I followed.
The result was outstanding!
since then I am with the girl of my dreams a 10!!!
And we are spending the year travelling to South East Asia.
I would have never been able to attract such a girl without Johnny helping me.
The investment is soooo worth it!


– Oli N

Johnny Cassell was pivotal in my decision to travel 5000 miles to establish a relationship I had completely misunderstood. His advice provided unfounded insight that I allowed my ego to overlook. Whether you are confident or not…this highly calm, collective and intelligent expert in dating can make you realise the answers to your relationship troubles. Consider him the best friend, confidante or muse in your life.

Thank you Mr Cassell!

– Asma H

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