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As I sat down to record this episode, I realised that next year marks nearly a decade in business for Farah and me.

A whole decade.

And while I’m not always great at pausing to reflect, I knew this was worth stopping for.

Why?

Because in ten years of building our coaching business, we’ve learned lessons that I’d bet my business on—truths that every online coach needs to hear.

This episode isn’t about sugar-coating the journey.

If anything, it’s the opposite.

I want you to use these lessons as a mirror—whether you’re just thinking about starting your coaching business, you’re already in the thick of it, or you’re wondering whether this is really for you.

These are the eight lessons I know to be true today.

In five years, they may evolve, but right now, they’re my compass—and they could be yours too..

I cover everything from why every single function of your business has to work (not just the coaching), to the reality check that coaching is often only 20% of the job and the rest is sales, marketing, finance, and systems.

I talk about the myth of “yet another certification” and why chasing them keeps you stuck.

I share why a thousand true fans is all you really need, why failure isn’t the end but part of the journey, and why the unsexy, boring work is what actually drives results.

You’ll hear stories from our own journey—like investing £83,000 in coaching and mentorship, building a team that now runs much of our day-to-day, and the resilience it’s taken to keep going when quitting would have been easier.

And you’ll also hear why the ROI of having your own business isn’t just financial—it’s the freedom to live life on your terms, from having Caleb to relocating to Dubai and creating opportunities we never imagined a decade ago.

If you’ve ever found yourself at a fork in the road wondering, “Do I really want to do this?”—this episode is for you.

My hope is that you walk away either fired up, knowing this is the path you’re committed to, or with the clarity that maybe it isn’t for you.

Either way, you’ll know.

Click play and listen to the full episode—because these eight lessons might just be the difference between drifting through your business and building something that truly lasts.

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