meet aideen smith-watson

Before founding Infinity, I spent 15 years as an Account Director in global marketing agencies — leading teams, managing complex client relationships across high-pressure environments, and quietly finding ways to keep up that nobody else seemed to need.

Alongside that, I became a parent navigating neurodiversity in my own family — a journey that taught me as much about patience, advocacy, and emotional attunement as any qualification could. Navigating the UK EHCP and SEND system as a parent gave me an understanding from the inside of what so many of the families I now work with are going through. 

When I later discovered my own ADHD, so much finally made sense. What had looked like inconsistency became insight. What had felt like chaos revealed itself as creativity. And what had so often led to burnout became the starting point for a genuinely different way of living and working — one that honours difference rather than fighting against it.

I founded Infinity Neurodiversity Coaching because I wanted to offer something I had not always been able to find myself: specialist support that combines real psychological knowledge with lived experience and genuine, practical understanding of what neurodivergent life actually feels like — not just in theory.

My approach is rooted in psychology, shaped by lived experience, and delivered with warmth and curiosity. The belief at its centre is simple: people do not need fixing. They need understanding, the right conditions, and the freedom to grow in their own way. 

The infinity symbol ♾️ — reclaimed by the neurodivergent community as a positive alternative to the outdated puzzle piece — represents connection, possibility, and the many ways a life can unfold.

For Aideen, it reflects a simple truth: growth is rarely linear. It is cyclical, fluid, and deeply human.

Infinity Neurodiversity Coaching was created to empower neurodivergent lives through strengths-based coaching and advocacy, grounded in the belief that people do not need fixing — they need understanding, the right conditions to grow, and the freedom to do so in their own way.

Rooted in psychology, shaped by lived experience, and delivered with warmth and curiosity, the approach helps you discover what is strong — not what is "wrong."

At the heart of my work is the Infinity Framework — a continuous process of Awareness → Understanding → Alignment.

It is not a checklist, but a flexible, evolving cycle that moves with you. As awareness deepens and life shifts, the Framework provides a steady rhythm of support — helping you make sense of change, respond with intention, and move forward with greater confidence.

By meeting you where you are, the Infinity Framework turns insight into action, helping individuals, families, and organisations create more clarity, balance, and authentic growth through strengths-based coaching.