Today we’d like to introduce you to AJ Amyx.
Hi AJ, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
For most of my life, I was chasing a version of success that I thought would finally make me feel fulfilled and free.
Like many men, I was given a map for life: work hard, achieve, provide, protect, and eventually you’ll arrive. I took that map seriously. I built businesses, worked in coaching, led events, wrote books, and spent years helping people transform their lives. From the outside, many would have considered it successful.
But over time, I began to realize that the map I was following wasn’t leading where I thought it would.
The more I achieved, the more I found myself asking deeper questions. Questions about purpose, identity, relationships, spirituality, and what it actually means to live a meaningful life.
That journey eventually led my wife, daughter, Great Dane and me from Texas to Altea, Spain.
Living abroad created enough space for me to slow down and start seeing things differently. I began to see how many people, including myself, had become disconnected from themselves while pursuing the things they thought would make them happy.
Over the last several years, I’ve done deep work in the areas of counseling, coaching, psychology, spirituality, relationships, and human behavior. What emerged from that process was clarity.
Today, I help men and women who feel stuck, lost, disconnected, or “off” get clear on what’s really going on, break the patterns that keep repeating, and reconnect with themselves, their relationships, and their purpose.
The creation of Altea Counseling Studio feels less like the start of something new and more like the culmination of everything I’ve learned and experienced throughout my life.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Definitely not.
For a long time, I thought my struggles were external. I thought the answer was more success, more achievement, more growth, more healing, more certainty.
Looking back, many of my biggest struggles came from trying to earn my worth through performance.
I became very good at producing results, but I slowly became disconnected from myself in the process.
There were seasons where I questioned everything: my business, my purpose, my identity, my faith, and the direction of my life. The birth of my daughter started surfacing things. My wife’s journey through cancer surfaced more. And then moving across the world made it impossible to keep playing the same game .
I’ve also learned that growth isn’t about eliminating fear, uncertainty, grief, or doubt. It’s about learning how to relate to those experiences differently.
One of the most important realizations I’ve had is that there was never anything wrong with me that needed to be fixed. What I needed was to reconnect with myself and start living more consciously.
Ironically, those struggles became some of my greatest teachers. They allow me to sit with clients today without judgment because I’ve spent years navigating many of the same questions myself.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
The studio was created to serve English-speaking individuals, couples, parents, entrepreneurs, and expats both locally in Altea, Spain and online around the world.
Our mission is simple: help people reconnect with themselves, their relationships, and what matters most.
At The Altea Counseling Studio, I work with men and women who feel disconnected from themselves, their relationships, or the life they’ve created.
Many of the people I work with are highly functioning. From the outside, their life may look successful. They have careers, families, businesses, homes, and responsibilities. Yet internally, something feels off.
They often tell me things like:
“I don’t know what’s wrong.”
“I should be happier than I am.”
“I feel disconnected from myself.”
“I keep repeating the same patterns.”
“I’ve accomplished a lot, but something still feels missing.”
What I’ve found is that most people don’t actually need more information.
They need clarity.
They need a safe space to slow down, tell the truth about what’s happening in their lives, and understand the deeper patterns operating beneath the surface.
My work sits at the intersection of counseling, coaching, psychology, emotional awareness, relationships, spirituality, and conscious living.
I help people:
• Get clear on where they really are
• Identify and break recurring patterns
• Improve relationships and communication
• Navigate life transitions and uncertainty
• Reconnect with purpose and meaning
• Create a life that feels aligned with who they actually are
I work with individuals, couples, entrepreneurs, parents, and English-speaking expats living throughout Spain, Europe and North America.
What sets me apart is that I don’t believe people are broken.
I think many people have simply become disconnected from themselves while trying to meet expectations they never consciously chose.
We live in a world that moves incredibly fast. Most people are constantly consuming advice, information, and opinions about how they should live. Yet very few people are taught how to slow down, listen deeply, and determine what is actually true for them.
That is the work I love.
I don’t see myself as someone who has all the answers.
I see myself as a guide.
Someone who sits with people, helps them see clearly, and supports them as they reconnect with themselves and consciously create the next chapter of their lives.
The thing I’m most proud of is the simplicity of the work.
There is no performance required.
No persona to maintain.
No pressure to become someone else.
Just a space where people can show up exactly as they are and begin the process of reconnecting to what matters most.
At the end of the day, my hope is that every client leaves with a deeper sense of clarity, peace, and trust in themselves to create a life that feels like theirs.
Because I believe that when people reconnect with themselves, they naturally become better partners, parents, leaders, creators, and contributors to the world around them.
What has been the most important lesson you’ve learned along your journey?
The most important lesson I’ve learned is that no amount of achievement can replace a relationship with yourself.
For many years, I thought fulfillment lived somewhere out in the future.
I thought if I could build the right business, make enough money, help enough people, heal enough wounds, or become the right version of myself, then I would finally feel at peace.
What I’ve come to realize is that many of us spend our lives chasing destinations while avoiding ourselves.
We keep moving the finish line.
The business grows, but it’s not enough.
The income increases, but it’s not enough.
The goals are achieved, but it’s not enough.
Not because we’re broken, but because we’re looking for something externally that can only be found internally.
One of the biggest shifts in my life happened when I stopped trying to fix myself and started learning how to tell the truth.
The truth about where I was.
The truth about what I wanted.
The truth about what was working and what wasn’t.
The truth about the pressure I was carrying.
The truth about the expectations I had unconsciously inherited from family, culture, and society.
That process wasn’t always comfortable, but it was freeing.
I’ve also learned that life isn’t meant to be rushed.
For years, I believed expansion would create stability.
Now I believe the opposite is true.
Stability creates healthy expansion.
When your body is healthy, your relationships are strong, your values are clear, and you’re connected to something greater than yourself, growth becomes sustainable.
Without a foundation, success often becomes another burden to carry.
Today, I believe one of the most important skills a person can develop is the ability to orient themselves in the truth and then iterate their way towards their highest good.
To slow down long enough to ask:
Where am I?
What do I actually want?
What matters most?
What is the next right step?
The world is changing rapidly. Many of the maps we’ve inherited for how to live, work, and find meaning are no longer serving people the way they once did.
Because of that, I believe the future belongs to those who can think for themselves, tell the truth, adapt, and consciously create their lives rather than simply drift through them.
If I had to summarize everything I’ve learned into a single lesson, it would be this:
You don’t need to become someone else.
You just need to be yourself and trust that the innate Intelligence within you will unfurl all that you are here for.
And that begins by slowing down, telling the truth, and having the courage to live from that place.
Pricing:
- Individual Counseling Sessions (In-Person or Online): 60-Minute Session: €100
- Couples Counseling Sessions (In-Person or Online): 90-Minute Session: €150
- English-Speaking Expat Support: Available for individuals and couples navigating relocation, life transitions, identity shifts, relationship challenges, and cultural adjustment.
- Location: In-Person Sessions in Altea, Spain • Online Sessions Available Worldwide
- For the most current information or to schedule a session, readers can visit: www.alteacounselingstudio.com
Contact Info:
- Website: http://www.alteacounselingstudio.com
- Instagram: http://www.instagram.com/ajamyx
- Facebook: http://www.facebook.com/ajamyx
- LinkedIn: http://www.linkedin.com/in/ajamyx
- Other: https://substack.com/@ajamyx
