Understand your past.

Reframe your present.

Claim your future.

It’s Easy.

Meet Amy Lay, The INVINCIBILITY Coach.

Amy headshot

The most excellent compliment I have ever received was given to me by a Russian marine biologist. He told me I reminded him of Harvey Keitel’s character, Winston Wolfe, in Pulp Fiction.

Because, he said, “You solve problems.”

I have been in pursuit of personal invincibility since age 7 when my father died in the midst of a family vacation in South Dakota.

Some time later I found his Doc Savage books, the first of which was published in 1933. These books, about the pursuit and mastery of knowledge and adventure, served to inspire the life I have come to live and love.

My mission is to get you to think less about how difficult your life is, and more about that thing inside you that makes you tick. That passion or feeling that if nothing were standing in your way, you would do it. I call that thing your “EASY”.

If you are alive, you are INVINCIBLE. Consider your accomplishments, what you’ve already been through. Believe it.

I can get you closer to your EASY and farther away from obstacles and difficulty.


Concentrated Heart

“There is no currency on Earth that could pay for Amy’s concentrated Heart, Mind, and Soul. She is a true Gem of clear minded wisdom; a gift.”

– Johnny Fay, Drummer, The Tragically Hip

A Necessary Resource

Tracy Martin Taylor“Amy’s ability to get to the root of a challenge is impressive. Even the most self-aware will realize that there are new doors they can open. She’s inspiring while being no-nonsense, motivating yet still grounded and overall a necessary resource for my business.

“Sometimes I just need a tweak or a new perspective on something that’s not working for me. Sometimes it’s identifying an area in my life that’s stagnant or an opportunity to grow. It isn’t always about solving a problem or overcoming a specific challenge, it’s about having the vision to see a whole new path that wasn’t even on my radar.”

– Tracy Martin Taylor, Principal, Eleven11 Design, Dallas, TX

Elevating Ideas

Kristen“Amy Lay is an Athenian warrior living in the 21st century; strong in body, mind, and spirit.  Thankfully for us, she has chosen to use her powers to help others reach their highest potential.  Spending time with her never fails to elevate my ideas, dreams, and confidence.”

– Kirsten Jacobsen, Global Authority on Sustainable Design & Construction, Taos, NM

Revolutionary Change

Candace headshot“Working with Amy has been a personal transformation. Beyond words. It’s a silent evolution that becomes a revolutionary change. A little more every day, every week and six months later I now see exponential growth.”

– Candace O’Bryan, Professional Photographer and Instructional Designer, San Rafael, CA

Coaching for Individuals and Teams


Amy in white against brick wallINVINCIBILITY is a measure of how fast you can access your confidence. 

Confidence is a measure of your quality of life.  It’s as EASY as you dare make it. Let us now dare. 

Using the platform of your choice (phone, video, etc.): YOU, your GROUP, or your BUSINESS will experience a fresh understanding of the past, a reframing of the present, and the development of new tools to embrace the future.

INVINCIBILITY is a mindset. Invincible is EASY.


My Invincibility

No one is invincible on their own. A key strength is knowing where you can find help when you need it. Here are a few of the people that keep things easy for me. 

Jessie O'Brien

Jesse O’Brien
Owner of Central Athlete in Austin
Individual Design / Personalized Fitness

I’ve been working with Jesse for about a year and a half. In the beginning, he asked me to articulate my fitness goals. I said, “I want to be invincible.” This was the first time I said the word relative to me. I knew this was the beginning of something.

Jesse follows everything relative to my health; my workouts, nutrition, fluid intake, bloodwork, sleep, and sunlight. He is a research-head, like me.

Jesse is a critical component of my INVINCIBILITY.

Paulo ‘Coelho’ Brandão

Paulo ‘Coelho’ Brandão
6th Degree Black Belt
1996 World Champion, World Jiu-Jitsu Championship.
Gracie Humaita Academy in Austin

I had the incredible privilege to work with Paulo at his Academy in Austin for about a year. I did not train Jiu-Jitsu. I helped out a bit more behind the scenes. I had the opportunity to observe practitioners of this martial art day in and day out, watching sustained dedication and perseverance through victory as well as injury.

I also got to witness the depth of Paulo’s passion and commitment to Jiu-Jitsu. It was in this friendship with Paulo that I discovered the secret to his success. His passion and commitment is for himself, keeping his center solid. Then, from the center of Paulo, he brings greatness to the world around him. He does this every day of his life.

Paulo helps me remember my own INVINCIBILITY.

Jason “J” Molin
Director, Digital Communications
UT Austin’s Division of Diversity and Community Engagement

I would quite honestly be lost without J. He is Quartermaster Extraordinaire and he truly understands the paradox that is me. J helps me as I navigate this project, this quest to help the planet know and trust its own INVINCIBILITY.

This is no small quest and J knows it. He’s a big part of the “easy” in my INVINCIBILITY.

Nico Loayza

Nico Loayza
Partner | Studio Manager | Photographer

Being photographed has been somewhat foreign to me in my life. I don’t even participate much in social media so my comfort level was low. Nico has nudged me along on my path to INVINCIBILITY. There is a truth that comes out in photographs. The process can be humbling and revealing. I am so grateful for Nico and his talent. He has a gift for glamorizing a person’s soul.


A Farewell to V A L U E

One of the many useful tools I employ in my coaching is the quick, whimsical swap of one word for another. The utility of this exchange, in my experience, is what I consider to be the necessary deflation or retirement of the original word, which I so cavalierly...

read more

Calling All Clients!

Hello, Sweet Friends I’ve missed you!  I’m just going to dive right in with some updates and visions for the future. Join me! In the fall of 2020 I moved back to my heart home of New Mexico. I fell in love with the state back in the 90s and even though I truly loved...

read more

LOOK Where You’re Going

From time to time I get overwhelmed. And when I do, I go through a series of minutes, hours, or just a few days when I consciously turn off my emotions. I do this because I learned a long time ago that when you’re off balance it’s the very worst time to lean on your...

read more

Read more from the blog.

Subscribe for your monthly dose of invincibility.


Wolf in the snow I support the education, preservation, and responsible reintegration of the wolf back into suitable landscapes. I also support hunting.

Wolves teach us about ourselves through their cunning and ability to disrupt, qualities we share. Wolves also evoke frustration and fear when we feel we cannot control their natural state of being; that they somehow spoil our many agendas.

I believe this fear has evolved into a fear of ourselves; what we are capable of and how we’ve forgotten the ways of honorably wielding our power. And we see our frustration play out when unable to control the natural state of our fellow humans.

Stop being afraid. Pay attention to your inner truth, your inner territory, and all else will align to make more sense.

I am pleased to donate a portion of proceeds from The INVINCIBILITY Coach to the following organization:

Invincible begins now. It’s not difficult, it’s just different than the way you’ve been living. It’s easy.