Sandra Aveleira Viljoen is the Founder of New Beginnings, an international consultancy and training institute specializing in organisational and people development. Established in South Africa in 2003, New Beginnings has grown into a vibrant global network offering transformative leadership and coaching programs. Sandra’s work supports leaders in becoming more passionate, purposeful, and systemically aware—helping them drive meaningful change in complex and evolving environments.
She developed the Systemic Development Framework—a practical yet profound model that brings a strategic and integrated approach to organisational development. Designed for executives and leadership teams, the framework empowers leaders to grow their inner capacities while fostering collective intelligence, value creation, and a future-fit mindset.
With over two decades of experience in people development, Sandra brings a rare blend of corporate leadership and deep coaching expertise. Her professional journey began on the “other side of the fence,” in the airline industry. As Head of Sales and Voyager Operations for South African Airways in the early 2000s, she led regional teams and managed a revenue portfolio exceeding ZAR 6 billion. Later, at Cullinan Holdings (brands like Thompsons Holidays and Contiki), she headed the Human Resources and Training division, where she reimagined HR as “People Relations” and transformed “Training” into “People Development.” She also launched an in-house THETA-accredited training academy—a testament to her dynamic, systems-focused leadership.
In 2009, Sandra launched her own business and in 2016 developed the Systemic Development model, which she continues to use to guide organisational and leadership transformation across cultures and industries.
Sandra is a Certified ISNS Neuro-Semantics Trainer, Meta-Coach, and an EMCC-accredited Systemic Team Coach. She is also a certified Enneagram Facilitator and has designed and led Self-Mastery retreats that support deep inner transformation. She played a pioneering role in Mauritius by establishing and nurturing a thriving Meta-Coaching community—training over 600 individuals and certifying more than 45 Meta-Coaches. Today, this community continues to grow independently and has expanded to over 60 members.
Her move to Fiji in 2016 marked the beginning of a new chapter—taking New Beginnings global. While the head office remains in Mauritius, Sandra now leads a diverse and collaborative network of over 20 international coaches. She considers herself a true global citizen, working at the intersection of personal growth, systemic thinking, and leadership evolution.