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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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In this episode, I dive into one of the most important – yet often overlooked – aspects of building a successful coaching business: making sure you have the right people in the right seats.

Drawing from Jim Collins’ classic Good to Great and Gino Wickman’s Traction, I explore what it really takes to create a team that not only supports your vision but helps it come to life.

Collins reminds us that the first job of a leader isn’t to decide on the destination but to get the right people on the bus.

Wickman then takes it further with practical tools like the People Analyzer and the “Get It, Want It, Capacity to Do It” test, helping you evaluate if someone truly belongs in your business – and in what role.

I break down the four combinations every business owner faces:

• Wrong person, wrong seat – the ones you need to move on quickly.
  

  
  

• Wrong person, right seat – they might perform well, but if they don’t share your values, they’ll erode your culture.
  

  
  

• Right person, wrong seat – where training or repositioning can unlock hidden potential.
  

  
  

• Right person, right seat – the dream team members you should invest in and grow with.
  

  
  

Farah and I share real stories from our own team – the mistakes, the tough calls, and the breakthroughs – showing you exactly why values, trust, and capacity matter more than raw skills alone.

If you’re at a stage where you’re building a team, struggling with underperformance, or questioning whether you’ve made the right hires, this episode will give you clarity and a practical framework to make the tough decisions with confidence.

Click play and discover how to move from chaos to clarity in your coaching business.

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When Farah and I first started out in business nearly a decade ago, we were like most new entrepreneurs—wearing every hat in the business while trying to figure it all out as we went.

What we didn’t realise back then was that the very thing that helps your business grow isn’t just your coaching skills.

It’s having clear functions, roles, and structure in place.

In this episode of the Suit’s Podcast Show, I break down the eight core business functions every online coaching business needs to master:

• Learning & Development – Designing your offer, improving it, and ensuring your delivery gets results
  

  
  

• Marketing – Building visibility and creating content to put your offer in front of the right people
  

  
  

• Sales – Converting warm leads into paying clients with a clear sales process
  

  
  

• Coaching & Client Success – Delivering results through structured calls, accountability, and support
  

  
  

• Finance & Compliance – Managing cash flow, bookkeeping, taxes, and using systems like Profit First to protect your profit
  

  
  

• Vision & Strategy – Setting long-term goals, creating direction, and leading your company towards it
  

  
  

• Operations – Building systems, SOPs, and processes so the business can run without you being the bottleneck
  

  
  

• Team – Hiring, training, and managing the right people at the right time to help your business scale
  

  
  

I share real lessons from our own journey—like the £20,000 mistake I made by hiring someone before clarifying their role, and how shifting from outdated ‘dinosaur’ methods to streamlined systems helped us transform our business.

This episode will give you the clarity and structure you need to stop spinning your wheels, step fully into your role as a business owner, and finally build a coaching business that grows sustainably without consuming your life.

If you’re ready to move beyond the chaos and create a business that truly works, click play and let’s dive in.

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