In this episode, I share a powerful reminder of how the skills you develop on your journey to becoming a coach can often become more economically valuable than your actual one-to-one coaching.

This conversation is for anyone who is coaching-curious, newly qualified, or already established and feels they have to leave their previous career behind. We explore how to identify your "superpowers”, those existing skills and hard-earned lessons from your past, and combine them with coaching to create high-value, unique offerings that the market is searching for.

What you’ll learn in this episode:

• Why your best coaching opportunities are often hidden in your "warm leads" and existing networks

• The mistake of walking away from your previous career's expertise

• How to leverage high-impact skills like documentary making or photography to build stature

• Why the world’s most successful coaches (like Tony Robbins) make more from marketing than coaching

• How to wrap your coaching skills around a specialist technical skill (like book publishing)

• Why every new skill you pick up is a potential new revenue stream

• How to move from being a "generalist" to a "specialist" with a unique superpower

Timestamps

00:00 – 02:00 Intro: Why coaching skills are more valuable than you think 

02:00 – 04:00 The "Existing Career" Trap: Why you shouldn't say goodbye to your past

04:00 – 06:00 Nina’s Story: Leveraging documentary making as a coaching superpower

06:00 – 08:00 Beyond one-to-one: How technical skills generate inbound interest 

08:00 – 10:00 The Book Coach example: Combining publishing expertise with coaching logic

10:00 – 11:30 Lessons from the pros: Why top coaches are actually master marketers 

11:30 – End Reflective work: Identifying your own monetisable "wraparound" skills

If this episode resonated and you want to go deeper, here are a few ways to continue the journey.

If you’re thinking about becoming a coach, come and join me at Coach Business School (https://coachbusiness.school/). You can start with the Foundation Certificate in Coaching, which gives you a taste of what it’s like to train as a coach.

If you’re already a qualified coach, you can train with me in specialist areas like Alcohol Free Performance Coaching (https://coachbusiness.school/alcohol-free-performance-coach/), or join the Coach MBA (https://coachbusiness.school/business-and-marketing-mastery/), where I teach marketing and business specifically for coaches.

You can also access two free courses at andyramage.com (https://andyramage.com/).

The first is The Alcohol Free Advantage (https://andyramage.com/unlock-your-alcohol-free-advantage/), which explores the powerful benefits of removing alcohol.

The second is Train Your Brain (https://andyramage.com/how-to-train-your-brain/), where I teach simple tools to help you run your mind more effectively.

And if you’d like to work with me live, join my Limitless (https://andyramage.com/unleash-your-limitless/) self development event in London this 21st of March.

I would love to see you on the journey.

Let’s do this.

This might be a slightly controversial episode.

The accreditation bodies probably won’t love what I’m about to say, but it’s something I’ve learned through years of coaching in the real world.

When we train as coaches, we’re taught the pure essence of coaching. Client led. Minimal talking. Powerful questions. Silence. Reflection. And that skill is absolutely essential.

But in the real world of coaching, something interesting happens.

Sometimes coaching alone isn’t enough.

In this episode, I explore the three modes I believe make truly great coaches: coaching, mentoring, and teaching. I share how my own coaching has evolved and why introducing teaching into coaching sessions can massively accelerate results for your clients.

If you’re a coach, this could transform the way you structure your sessions and the impact you create.

What You’ll Learn In This Episode:

• Why pure coaching is the most important skill to master first

• The common misconception many coaches have about accreditation rules

• The three coaching modes that create transformational results

• Why mentoring can be powerful when used at the right moment• How teaching can unlock breakthroughs for your clients

• The concept of “the map is not the territory” and why beliefs shape everything

• How introducing learning can accelerate the coaching process

• Why real world coaching often evolves beyond textbook theory

• How to structure sessions using teaching, coaching, and mentoring

• Why courageous coaches are willing to challenge the rulebook

Timestamps

00:00 – 02:00 Why this conversation might be controversial

02:00 – 04:00 The essence of pure coaching

04:00 – 06:00 Where accreditation bodies focus their training

06:00 – 08:00 The real world challenge many coaches face

08:00 – 10:00 The three modes of coaching

10:00 – 12:00 Why teaching can unlock powerful breakthroughs

12:00 – 14:00 The “map is not the territory” concept

14:00 – 16:00 Designing coaching journeys for clients

16:00 – 17:30 Why great coaches challenge the rulebook

17:30 – End Courage, creativity, and evolving as a coach

If you want to train as a coach and learn these skills properly, come and join me at Coach Business School (https://coachbusiness.school/).

We run a treble accredited diploma in positive psychology and coaching psychology, and we also help qualified coaches build the coaching business of their dreams through our Coach MBA (https://coachbusiness.school/business-and-marketing-mastery/).

You can also train in specialist areas like Alcohol Free Performance Coaching (https://coachbusiness.school/alcohol-free-performance-coach/) and our upcoming ADHD Coaching (https://coachbusiness.school/adhd-coaching-specialism/) specialism.

If you’d like to join us, explore the training, or book a call with the team, check out the links below.

Keep coaching.

In this episode, I share one of the most personal and philosophical podcasts I have ever recorded. This is about moral ambition, meaning, and what we choose to do with our short and precious lives.

For many years, I lived in a career that was brilliant at generating income but bankrupt of meaning. Coaching became the doorway that helped me question everything and ultimately change the direction of my life.

This episode is an invitation to reflect deeply on how you use your time, your energy, and your talents. Coaching is not just a profession. It is a vehicle for contribution, service, and doing real good in the world without burning your life to the ground.

What You’ll Learn in This Episode

• What moral ambition really means and why it matters
• Why so many people feel unfulfilled in their careers
• The difference between generating income and creating impact
• How coaching creates meaning through service
• Why contribution is essential for long-term fulfilment
• How coaching fits alongside a career rather than replacing it
• The danger of grinding through life without reflection
• Why courage is required to live differently
• How to use your skills to do real good in the world
• Why coaching is one of the most powerful vehicles for change

Timestamps

00:00 – 02:00 Moral ambition and why this conversation matters
02:00 – 04:00 Career success without meaning
04:00 – 06:00 The illusion that money equals fulfilment
06:00 – 08:00 Discovering coaching and reflective thinking
08:00 – 10:00 Doing good better and effective contribution
10:00 – 12:00 Coaching as a gateway to purpose
12:00 – 14:00 Building contribution alongside a career
14:00 – 16:00 Why most people never question their path
16:00 – 18:00 Using your life force to serve others
18:00 – End Planting trees you may never sit under

If this episode resonated and stirred something in you, here are a few ways to take the next step.

If you want to become an accredited coach and learn the skills to change lives, come and join me at Coach Business School. I will guide you personally through the training.

If you are already an accredited coach and want to build a sustainable, impactful coaching business, join me inside Coach MBA, where I teach marketing and business specifically for coaches.

If living alcohol free is part of your journey, check out Authentic Brew, a functional alcohol free drink designed to support focus, energy, and connection without compromise. 25% of net profits go into building a foundation to do good in the world.

And if you want daily structure, support, and connection around living alcohol free, download DRYY, my alcohol free app and community. It is designed to help you build consistency, clarity, and momentum without doing it alone.

I would love to see you in the training very soon.

Let’s do this.

In this episode, I speak directly to you as a coach about what I believe is the real foundation of long-term success. Your own self-development.

Coaching is not something you switch on for clients and switch off afterwards. It is a way of running your mind, challenging your thinking, and choosing beliefs that create clarity, confidence, and momentum. If you are not living the learning, something has been missed.

This episode is an invitation to turn the coaching lens back on yourself and apply the same tools you give to others to your own life and business.

What You’ll Learn in This Episode

• Why self-development is the foundation of great coaching
• How untrained thinking quietly limits performance
• Why belief-level work creates lasting change
• The danger of treating the future like a fact
• How negativity bias shapes your experience of life
• Why comfort zones shrink as coaches grow
• The link between courage, growth, and fulfilment
• How goal setting activates opportunity
• Why coaches must apply the work to themselves first
• How to live in a friendly universe

Timestamps

00:00 – 02:00 Why self-development matters more than technique
02:00 – 04:00 Coaching as a philosophy for life
04:00 – 06:00 The untrained brain and negativity bias
06:00 – 08:00 Belief-level coaching and real transformation
08:00 – 10:00 Options versus outcomes
10:00 – 12:00 Catching your own thinking traps
12:00 – 14:00 Why the future is always made up
14:00 – 16:00 Comfort zones, courage, and growth
16:00 – 18:00 Goals, focus, and activating opportunity
18:00 – End Living the learning and leading by example

If this episode resonated and you want to take your development further, come and join me at Coach Business School. If you want to get accredited as a coach, I will personally guide you through the training from start to finish.

If you are already an accredited coach and want to master the business and marketing side of coaching, join me inside Coach MBA.

And if part of your self-development journey includes living alcohol free, check out Authentic Brew, a functional alcohol free drink designed to support focus, energy, and connection without compromise.

I would love to see you in the training very soon.

Let’s do this.

In this episode, I dive into one of the biggest questions I get asked. Can you really build a thriving coaching practice part-time alongside a busy career and family life? The answer is yes. In fact, I built my coaching business this way before ever stepping into coaching full-time. I’ll walk you through how I did it, what I learned, and how you can use the same approach to create freedom, purpose, and possibility without burning your bridges.

If you’re ready to unlock a coaching career that fits your life rather than takes over your life, this one is for you.

What You’ll Learn

• Why part-time coaching is often the smartest route
• How to build your coaching skills while staying in your current career
• The mindset shift that creates courage instead of fear
• How to create more time without sacrificing family or income
• When to know it is time to go full-time
• Why your current job is your greatest coaching opportunity
• How to avoid early pressure that kills most coaching dreams
• The real path to freedom, meaning, and purpose
• Practical steps to build momentum immediately
• How to transition beautifully into a coaching life you love

Timestamps

00:00 – 02:00 The part-time versus full-time coaching question
02:00 – 04:00 Why I never burned my bridges
04:00 – 06:00 How coaching transformed my performance at work
06:00 – 08:00 Finding meaning and purpose on the side
08:00 – 10:00 Experimenting safely and learning what works
10:00 – 12:00 Creating time from a busy life
12:00 – 14:00 Spotting the economic potential of coaching
14:00 – 16:00 Becoming courageous inside your existing career
16:00 – 20:00 Stepping stones toward full-time coaching
20:00 – 23:00 How coaching gives you freedom, purpose, and impact
23:00 – End Your job is your coaching launchpad and the pathway forward

If this episode sparked something inside you and you want to take the next step on your coaching journey, here is how you can join me.

If you want to get accredited as a coach, come join me inside Coach Business School. I deliver the training personally and I would love to support you.

If you are already an accredited coach and want to master the business and marketing side of coaching, join my Coach MBA programme for accredited coaches.

I would love to see you inside the training very soon.

Let’s do this.

In this episode, I sit down with the brilliant Sara Vening to talk about something every coach needs to revisit time and time again. Your whys. Why you coach. Why you want to help people. Why this work matters to you.

Sara shares her journey from the collapse of Northern Rock, to leadership roles, to being coached herself, to eventually stepping forward and becoming a coach. We explore the fear, the learning curve, the breakthroughs, and the joy of helping real humans create real change.

If you ever lose sight of your purpose, this conversation will bring you back to centre.

What You Will Learn in This Episode

• Why understanding your whys is essential for staying motivated as a coach
• How Sara went from leadership roles to coaching
• Why early experiences of being coached can be life-changing
• How to build confidence by coaching real people
• Why offline networking often beats social media
• How to create a meaningful, flexible coaching career

Timestamps

00:00 – 02:00 Why your whys matter and setting up the conversation
02:00 – 04:30 Sara’s first experience of coaching at Northern Rock
04:30 – 07:00 Emotional breakthroughs and the power of being coached
07:00 – 09:30 Taking the plunge into formal coach training
09:30 – 12:00 Coaching real humans and building early confidence
12:00 – 14:30 Transformative client stories and aha moments
14:30 – 17:00 Celebrating her EMCC accreditation and next steps
17:00 – 19:30 Offline networking and why it outperforms social media
19:30 – 22:00 Building relationships, referrals and real opportunities
22:00 – End Designing a meaningful coaching life and the future ahead

If Sara’s story inspires you and you want to take the next step into coaching, come and join me at the Coach Business School.

Let’s do this.

In this episode, I sit down with the brilliant Danny Wicks to explore what it really takes to build a coaching business that supports your life rather than consumes it.

We talk honestly about corporate pressure, anxiety, burnout, identity shifts, and the courage it takes to move away from chasing money and exits towards building a business and life you actually love.

Danny shares his journey from banking and consultancy into coaching, what the Ibiza retreat unlocked for him, and why you cannot shortcut the process if you want something real and sustainable.

What You Will Learn in This Episode

• Why chasing money and exits leads to emptiness
• How anxiety and personal struggle led Danny into coaching
• Why you cannot skip the process in coaching or business
• How he built a successful business without social media
• What it really means to create a business and life you love

Timestamps 

00:00 – 02:00 Welcome, retreat reflections, and why this conversation matters
02:00 – 06:30 Danny’s corporate life, anxiety, and breaking point
06:30 – 10:30 Therapy, self-work, and discovering coaching
10:30 – 15:30 Why the Ibiza retreat became a life-changing moment
15:30 – 20:30 Transitioning from consultant to coach while staying employed
20:30 – 25:30 Building a business by earning your stripes
25:30 – 30:30 Do not skip the process in coaching or business
30:30 – 36:00 Scaling without social media and doing the opposite
36:00 – 42:30 Redefining success and creating a business and life you love
42:30 – End The long game, meaningful work, and Danny’s message to coaches 

If this conversation resonated and you want to become an accredited coach or take your coaching business to the next level, come and train with me at the Coach Business School.

I’ll personally guide you through both your coaching skills and your business growth.

I’d love to support you.

Let’s do this.

In this episode, I explore one of the most powerful truths in coaching. Your biggest life struggle, the thing you thought might break you, can become the greatest gift you ever bring to others. I see this time and time again. Coaches are often drawn to this work because they have overcome something significant. Burnout, redundancy, divorce, injury, menopause, alcohol, anxiety, loss. These moments wake us up, shake us out of the middle lane, and open the door to growth, meaning, and contribution.

I walk you through why your struggle is not a weakness but your coaching superpower. It is the bridge that allows you to connect deeply with the people you are meant to help. When you talk about the struggle you have lived through and the success you created on the other side, you draw in the right clients, build trust instantly, and create a transformation that is real and grounded in lived experience.

What You Will Learn in This Episode:

• Why your biggest challenge can become the foundation of your coaching career
• How adversity wakes us up to our potential and purpose
• Why lived experience builds stronger, more authentic coaching relationships
• How your story attracts the right clients without forcing or selling
• Why people invest in help when they are in a struggle, not when they feel fine
• How to use your story ethically without giving endless advice
• Why you do not need to be perfect to be a powerful coach
• How to turn struggle into meaning, contribution, and sustainable business success

Timestamps 

00:00 – 01:30 Your struggle is your superpower
01:30 – 03:00 Why you’re drawn to coaching
03:00 – 04:30 From minus five to plus five
04:30 – 06:00 When life wakes you up
06:00 – 07:30 Pain is the doorway
07:30 – 09:00 Talking to the struggle
09:00 – 10:30 Success ≠ perfection
10:30 – 11:30 The empathy advantage
11:30 – 12:00 Turning pain into purpose
12:00 – End Your struggle → your story → your success

Links & Resources:
Join me at the Coach Business School: Whether you’re brand new and want to get accredited as a coach, or you’re already qualified and ready to grow your business, I’ll guide you through world-class coach and business training so you can truly succeed.
 👉 Explore programs and free resources at coachbusiness.school

Already Accredited? Check out the Coach MBA — Marketing and Business for Accredited Coaches, my program designed to help you build a thriving, purpose-driven coaching business.
 👉 Learn more at coachbusiness.school

If this episode resonated with you, share it with your coaching community, subscribe, and keep showing up and shining your message.

Let’s do this.

Maybe you’ve wondered if you’re too old to start a new career as a coach. I hear that all the time, and I’m here to tell you it’s simply not true. In fact, coaching is one of the few professions that actually gets better with age. In this episode, I’ll share why your experience, your wisdom, and your story are your greatest assets and how your 40s, 50s, 60s, and beyond might just be the perfect time to start your encore career doing something deeply meaningful.

What You’ll Learn in This Episode:

• Why coaching gets better as you get older
• The two types of intelligence and why one keeps growing for life
• What an “encore career” really is (and why it’s about meaning, not just money)
• How to use your life experience to coach with confidence and authority
• Why so many world-class coaches thrive into their 70s, 80s, and even 90
• How to build a coaching business you’ll never want to retire from

Timestamps:

00:00 – 01:00 Too old to coach? Think again
01:00 – 02:00 Building successful coaches
02:00 – 03:30 Coaching legends who prove the point
03:30 – 05:00 The age advantage
05:00 – 06:30 The science of growing wiser
06:30 – 08:00 The shift from speed to wisdom
08:00 – 09:30 The encore career revolution
09:30 – 10:30 From money to meaning
10:30 – 11:30 Never retire from purpose
11:30 – End Your encore starts now

Links & Resources:
Join me at the Coach Business School: Whether you’re brand new and want to get accredited as a coach, or you’re already qualified and ready to grow your business, I’ll guide you through world-class coach and business training so you can truly succeed.
 👉 Explore programs and free resources at coachbusiness.school

Already Accredited? Check out the Coach MBA - Marketing and Business for Accredited Coaches, my program designed to help you build a thriving, purpose-driven coaching business.
 👉 Learn more at coachbusiness.school

If you’re ready to start your encore career and create more meaning, impact, and freedom, this episode is for you. 

Let’s do this.

Episode 5: What Have I Got To Offer As a Coach? I’m Just A Normal Person!

Have you ever thought, “What have I got to offer as a coach?” I get it - I’ve been there too. In this episode, I’m sharing why you already have everything you need to become a world-class coach. Forget the myth of the “perfect expert” - clients don’t want flawless; they want real. I’ll explain how your story, your struggles, and your unique experiences are your greatest assets when it comes to building a thriving coaching business.

What You’ll Learn in This Episode:

• Why “normal” is your coaching superpower
• The myth of the expert coach (and why it holds people back)
• How storytelling builds instant trust and connection
• Why real people want to work with real people
• How to turn your experience into your expertise
• The truth about accreditations and what really attracts clients

Timestamps:

00:00 – 01:00 The real reason you’re enough
01:00 – 02:30 The mission behind the Coach Business School
02:30 – 04:00 The myth of the expert coach
04:00 – 05:30 Real people want real coaches
05:30 – 07:00 The story that hooks hearts
07:00 – 08:30 The authenticity advantage
08:30 – 10:00 From experience to expertise
10:00 – 11:30 Everyone’s tuned to ‘What’s in it for me?’
11:30 – 12:30 Forget accreditations — tell your story
12:30 – End The one thing you must remember

Links & Resources:

Join the Coach Business School: Ready to start or grow your coaching journey? Whether you want to get accredited as a coach or master the business of coaching, you can train directly with Andy at the Coach Business School — the home of successful coaches.
 👉 Explore programs and free resources at coachbusiness.school

Already Accredited? Take your next step with the Coach MBA — Marketing and Business for Accredited Coaches, designed to help you build a sustainable, thriving coaching business.
 👉 Learn more at coachbusiness.school

If this episode inspired you, please follow, share, and review the show — and don’t forget to visit coachbusiness.school to join me and the community of successful coaches.

Let’s do this.

Episode 4: Coaching Online or In-person: Which Is Most Effective and Economical

In this episode, Andy explores one of the most important questions for modern coaches: should you focus on in-person or online coaching? Drawing on over a decade of experience, Andy shares how reconnecting with in-person coaching - through retreats, corporate clients, and one-to-one sessions - reignited his passion and deepened the impact of his work.

What You’ll Learn in This Episode:

• The real differences between in-person and online coaching
• Why in-person connection can elevate your coaching practice
• How to price and structure in-person coaching effectively
• The surprising business benefits of being physically present
• How to balance time, travel, and income as a hybrid coach
• Why authentic, human connection is becoming more valuable than ever

Timestamps:

00:00 – 01:30 The human touch question
01:30 – 03:00 The rise of online coaching
03:00 – 05:00 Rediscovering real connection
05:00 – 06:30 The power of being in the room
06:30 – 08:30 A bold business opportunity
08:30 – 10:30 Inside the corporate world
10:30 – 13:00 The logistics of presence
13:00 – 16:00 The coffee shop coach
16:00 – 19:00 The friendship dilemma
19:00 – End The return of real coaching

Links & Resources:

Join the Coach Business School: Want to become a successful, accredited coach? Train directly with Andy through the Coach Business School - where we combine elite-level coaching skills with world-class business training.
👉 Explore programs and free resources at coachbusiness.school

Already Accredited? Join the Coach MBA - Marketing and Business for Accredited Coaches, designed to help you master the business of coaching and build a thriving practice.
👉 Learn more at coachbusiness.school

If you enjoy this episode, please share it with your coaching community, follow the show, and leave a review - it helps more coaches discover these insights.

Let’s do this.

Episode 3: How to Price Your Coaching. You Are Not Charging Enough!  

In this episode, Andy tackles one of the biggest challenges in coaching - why brilliant, passionate coaches often struggle to make money despite transforming lives. Discover how to shift from selling your time to selling outcomes, redefine your value, and start earning what your coaching is truly worth.

What You’ll Learn in This Episode:

• Why great coaching skills alone don’t equal business success
• The real reason accreditations don’t guarantee income
• How to stop selling time and start selling outcomes
• The simple pricing mindset that changes everything
• How to find your niche and identify your ideal client
• The “coaching pricing matrix” and how to use it to grow sustainably

Whether you’re just starting out or an experienced coach ready to scale, this episode will help you connect meaning, impact, and income - so you can do more of what you love and thrive while doing it.

Timestamps:

00:00 – 01:00 The big question
01:00 – 02:30 Breaking the mould
02:30 – 04:30 Great coach, poor business
04:30 – 06:00 The accreditation trap
06:00 – 07:30 The meaning–money connection
07:30 – 09:30 Stop selling your time
09:30 – 12:00 Your story holds the key
12:00 – 15:00 The pricing breakthrough
15:00 – 20:00 The coaching value matrix
20:00 – End From scarcity to abundance

Links & Resources:
 🎓 Join the Coach Business School: Ready to take your coaching to the next level? Whether you want to get accredited as a coach or you’re already qualified and want to master the business side of coaching, the Coach Business School has everything you need to succeed.
👉 Explore our programs and free resources at coachbusiness.school.

🚀 Join the Coach MBA: If you’re an accredited coach ready to build a thriving business, check out the Coach MBA — Marketing and Business for Accredited Coaches.
💻 Click here to learn more. 

Hopefully, I’ll see you inside the training very soon. Let’s do this!

Most coaches train together… and then go it alone.

And that’s where things start to unravel.

In this episode, I’m diving into why coaching does not have to be a solo sport and how the comparison trap is quietly killing incredible coaching careers before they ever truly begin.

I share the mindset shift that changed everything for me, from a win lose world as a professional footballer and broker to building a coaching business rooted in abundance, collaboration and collective success.

If you have ever felt behind, not good enough, or stuck comparing yourself to other coaches online, this episode is for you.

Because when we turn coaching into a team game, everything changes.

What You’ll Learn In This Episode:

• Why comparison is destroying great coaching careers
• The difference between a scarcity mindset and an abundance mindset
• How social media fuels insecurity for coaches
• Why there are more than enough clients for all of us
• How AI could actually grow the coaching industry
• Why guarding your ideas keeps you small
• The power of community and shared wins
• What the CBS Coaching Collective really stands for
• How collaboration accelerates success
• Why coaching is more powerful as a movement than a solo mission

Timestamps

00:00 – 02:00 Why coaching feels like a solo sport
02:00 – 04:00 The comparison trap and social media
04:00 – 06:00 From win lose mindset to abundance
06:00 – 08:00 There are more than enough clients
08:00 – 10:00 Why AI could help human coaches
10:00 – 12:00 Turning coaching into a team game
12:00 – 14:00 Celebrating collective wins
14:00 – 15:30 The future of the Coaching Collective

If you’re ready to stop comparing and start collaborating, come and join us inside the Coach Business School (https://coachbusiness.school/).

Whether you’re brand new, building momentum, or ready to scale, we’ve got you covered.

Enquire about training or the refresher course: team@andyramage.com

And if this episode resonated, share it with a fellow coach who needs to hear it.

Together, we move the needle.

Keep coaching.

Episode 2: The 7 Deadly Coaching Sins

In this episode, Andy dives into the seven biggest mistakes that hold coaches back — from failing to choose a niche, to undercharging, to trying to go it alone. Drawing on decades of experience and training hundreds of coaches, Andy shares the honest truths, lessons learned the hard way, and the mindset shifts that turn a good coach into a thriving one.

What You’ll Learn in This Episode:

• Why not choosing a niche is the fastest route to coaching burnout
• How to confidently charge what your coaching is worth
• Why certification alone won’t build your business
• The simple secret to consistent, effortless marketing
• How to stay resilient when results take time
• Why your personal growth is your greatest coaching asset
• The power of community and collaboration for long-term success

Whether you’re brand new or seasoned in the world of coaching, this episode will help you sidestep the pitfalls and build a sustainable, purpose-driven business that shines.

Timestamps:

00:00 – 01:00 Welcome back, coach!
01:00 – 02:30 Deadly sin #1: No niche, no impact
02:30 – 05:00 Deadly sin #2: Free forever
05:00 – 08:00 You’re not selling hours
08:00 – 10:30 Deadly sin #3: The certificate illusion
10:30 – 12:30 Deadly sin #4: No marketing strategy
12:30 – 15:00 Deadly sin #5: Neglecting your own growth
15:00 – 17:00 Deadly sin #6: Giving up too soon
17:00 – 20:00 Deadly sin #7: Doing it alone
20:00 – End The abundance mindset 

Podcasts Links:

Apple Podcast - https://podcasts.apple.com/podcast/the-coach-business-school-podcast/id1842342941

Spotify - https://open.spotify.com/show/142STLsZrbxVW0pgZxyCj1

Description:
In this very first episode, Andy shares the story behind his journey into coaching, the lessons he’s learned along the way, and the mission of the Coach Business School Podcast: to help coaches not only master the craft of coaching but also the business skills needed to succeed. From personal transformation to coaching elite athletes and CEOs, Andy explains why beliefs, not events, shape our lives, and how changing those beliefs unlocks true potential.

What You’ll Learn in This Episode:

• Why beliefs—not circumstances—determine your success and fulfillment.
• The missing link in most coach training programs (and how to bridge it).
• Andy’s personal transformation from broker to performance coach.
• How alcohol-free living became a catalyst for elite performance.
• Why great coaching must be matched with great business skills.
• The vision and purpose behind the Coach Business School Podcast.

Links & Resources:

• Connect with Andy at Coach Business School Website
• Follow on CBS Instagram
• Recommended reading: Awaken the Giant Within by Tony Robbins

Next Episode Teaser:
Don’t miss Episode 2, where Andy dives into The 7 Deadly Coaching Sins—and how to avoid them on your journey to building a successful coaching business.

Timestamps:
00:00 – 01:00 The secret sauce to life
01:00 – 02:30 Why most coaches fail
02:30 – 04:30 The wake-up call
04:30 – 06:30 The book that changed everything
06:30 – 08:30 The belief breakthrough
08:30 – 11:30 Learning from the masters
11:30 – 13:30 The alcohol-free awakening
13:30 – 16:00 From broker to coach
16:00 – 20:00 The birth of the Coach Business School
20:00 – End The mission and what’s next

In this episode, I share a powerful reminder of why the name you give yourself as a coach is one of the most important business decisions you’ll make.

This conversation is for anyone who is coaching-curious, newly qualified, or already coaching and has ever felt the stigma of the term "Life Coach." We explore whether it is more skillful to use a different name that better describes your unique value and the professional depth of what you actually do in the room with your clients.

This is not about chasing titles or building something overnight. It is about creating clarity for your clients, stepping into a specialist arena, and understanding how to educate the world on the professional power of coaching as a tool for exploring the mind.

What you’ll learn in this episode:

• Why the word "Coach" standalone is often misinterpreted
• The truth about the stigma of "Life Coaching" and how to overcome it
• Why professionalism and treble accreditation are the future of the industry
• Where coaching sits on the wellbeing spectrum (The -10 to +10 team)
• How to use "Expert Arenas" to find a title that actually resonates
• Creative alternatives to "Coach" like Strategist, Architect, and Designer
• The secret to being a specialist rather than a generalist

Timestamps

00:00 – 02:00 Is "Coach" the right word for what you do? 

02:00 – 04:00 The stigma of life coaching vs. professional advice-giving

04:00 – 06:00 Professionalism, accreditation, and the well-being spectrum 

06:00 – 08:00 Educating your clients on what coaching actually is 

08:00 – 10:00 Exploring expert arenas and niche-specific titles 

10:00 – 12:00 Specialist vs. Generalist: The secret to a successful business 

12:00 – End How to start your journey with the Foundational Certificate

If you have ever felt called to something more, or sensed that your current path is not fully using who you are, this episode is for you.

If this episode resonated and you want to explore coaching further, here are a few ways to join me:

• If you want to train as a coach and work directly with me: Join us at Coach Business School (https://coachbusiness.school/).
• If you are already an accredited coach and want to build a sustainable coaching business: Join me inside Coach MBA (https://coachbusiness.school/business-and-marketing-mastery/).

I would love to see you on the journey.

Let’s do this.

In this episode, I’m joined by Felicity Williams for a powerful conversation about taking action, overcoming fear, and turning ideas into reality.

Felicity shares her journey from total beginner to published author in just six weeks, while navigating a major life transition, a full-time career, and coach training. This is not a story about perfection or having it all figured out. It is a story about courage, momentum, and saying yes before you feel ready.

This episode is for coaches, aspiring coaches, and anyone who has an idea they keep putting off and knows it is time to move from intention to action.

What you’ll learn in this episode:

• Why action beats overthinking every time
• How confidence is built through doing
• Why perfection is the enemy of progress
• How coaching accelerates personal change
• What it takes to publish a book quickly
• How fear can become a compass
• Why taking imperfect action changes everything

Timestamps

00:00 – Why action matters
03:00 – Felicity’s turning point
06:00 – From coaching to confidence
10:00 – Action over perfection
14:00 – Writing and publishing a book
18:00 – Growth mindset in real life
End – Why doing it scared works

If this episode resonated and you want to take action in your own coaching or business journey, here are a few ways to join me.

If you want to train as a coach and work directly with me, join us at Coach Business School
https://coachbusiness.school/

If you are already an accredited coach and want to build a sustainable coaching business, join me inside Coach MBA
https://coachbusiness.school/business-and-marketing-mastery/

I would love to see you on the journey.

Let’s do this.

In this episode, I share my prediction for the future of coaching and why it is both exciting and unsettling at the same time.

The world is changing fast. AI is accelerating everything. And many people are understandably wondering what that means for coaching, human connection, and meaningful work. In this conversation, I explain why I believe coaching is not under threat, but on the brink of its biggest expansion ever.

This is not about competing with technology. It is about understanding why human connection, presence, and real-world coaching will become more valuable, not less.

This episode is for coaches, aspiring coaches, and anyone who wants to understand where coaching is heading and how to stay relevant, impactful, and ahead of the curve.

What you’ll learn in this episode:

• Why the future of coaching is brighter than ever
• How AI will increase demand for human coaches
• Why access creates awareness and opportunity
• The difference between information and transformation
• Why human connection cannot be replaced
• How coaching helps people navigate rapid change
• What it means to future-proof yourself as a coach

Timestamps

00:00 – Why the future of coaching matters
02:00 – Lessons from past industry disruption
05:00 – AI and the accessibility of coaching
08:00 – Why human coaches still win
12:00 – Connection, energy, and transformation
15:00 – The rise of in-person coaching
18:00 – Why now is the time to be a coach
End – The coaching opportunity ahead

If this episode resonated and you want to explore coaching further, here are a few ways to join me.

If you want to train as a coach and work directly with me, join us at Coach Business School
https://coachbusiness.school/

If you are already an accredited coach and want to build a sustainable coaching business, join me inside Coach MBA
https://coachbusiness.school/business-and-marketing-mastery/

I would love to see you on the journey.

Let’s do this.

In this episode, I’m joined by Gabrielle Harverson for a powerful reminder of one of the most underrated skills in coaching and in life: holding the space.

This conversation is about presence, listening, and the impact of simply being with another human being without fixing, advising, or interrupting. We explore why silence is not awkward, but powerful, and how real change often happens when we create the safety for someone to think, feel, and discover their own answers.

This is not about techniques or clever questions. It is about humanity, trust, and the quality of attention we bring to a conversation.

This episode is for coaches, aspiring coaches, and anyone who wants to communicate more deeply, lead with empathy, and create conversations that truly matter.

What you’ll learn in this episode:

• Why holding the space is one of the most powerful coaching skills
• How silence creates clarity and insight
• Why being present beats giving advice
• The role of non-judgement in transformation
• How deep listening builds trust
• Why coaching is about being with, not fixing
• How presence creates meaningful connection

Timestamps:

00:00 – Why holding the space matters
02:00 – Presence over performance
05:00 – The power of silence
08:00 – Listening without fixing
10:00 – Trust, safety, and non-judgement
12:00 – Coaching as a human connection
End – Why this skill changes everything

If this episode resonated and you want to develop your coaching skills further, here are a few ways to join me.

If you want to train as a coach and work directly with me, join us at Coach Business School
https://coachbusiness.school/

If you are already an accredited coach and want to build a sustainable coaching business, join me inside Coach MBA
https://coachbusiness.school/business-and-marketing-mastery/

I would love to see you on the journey.

Let’s do this.

In this episode, I share a powerful reminder of why coaching can be one of the most life-changing paths you can choose.

This conversation is for anyone who is coaching-curious, newly qualified, or already coaching and wants to reconnect with why this work matters. We explore what coaching really gives you beyond a qualification, including freedom, meaning, growth, and the opportunity to design a life that feels aligned and purposeful.

This is not about chasing titles or building something overnight. It is about creating work that matters, developing yourself as a human being, and using your skills to make a genuine difference in the world.

What you’ll learn in this episode:

• Why freedom and autonomy matter more than money
• How coaching creates meaning and purpose
• Why personal growth is non-negotiable
• How contribution leads to fulfilment
• What income with integrity looks like
• Why coaching supports an intentional lifestyle
• How coaching skills improve every area of life

Timestamps

00:00 – 02:00 Why this conversation matters
02:00 – 05:00 Freedom, autonomy, and well-being
05:00 – 08:00 Meaning and purpose through coaching
08:00 – 10:00 Growth mindset and lifelong development
10:00 – 12:00 Contribution and doing good in the world
12:00 – 14:00 Income with integrity
14:00 – 16:00 Lifestyle design and true intelligence
16:00 – End Leverage, impact, and becoming a coach in 2026

If you have ever felt called to something more, or sensed that your current path is not fully using who you are, this episode is for you.

If this episode resonated and you want to explore coaching further, here are a few ways to join me.

If you want to train as a coach and work directly with me, join us at Coach Business School
(https://coachbusiness.school/).

If you are already an accredited coach and want to build a sustainable coaching business, join me inside Coach MBA
(https://coachbusiness.school/business-and-marketing-mastery/).

I would love to see you on the journey.

Let’s do this.

In this episode, I sit down with Helen Alfano, PhD, elite performance coach and former leader inside England Netball during their historic Commonwealth Games gold medal win.

We explore why elite sport has understood the power of coaching for decades and why business professionals are now waking up to the same truth.

Athletes would never leave performance to chance. They train their bodies, their minds, their recovery, and their environment. Yet in business, we often expect people to perform at an elite level with no support at all.

This conversation is about closing that gap.

Helen brings deep experience from high-performance sport, leadership, and coaching, and together we unpack what business can learn from elite athletes about mindset, wellbeing, longevity, and sustainable success.

If you are a coach, a leader, or someone who wants to perform at a higher level without burning out, this episode is for you.

What You Will Learn:

• Why elite athletes treat mindset coaching as non-negotiable
• How performance in business mirrors performance in sport
• The hidden cost of ignoring wellbeing and recovery
• Why coaching improves results, retention, and longevity
• How marginal gains in mindset create massive advantages
• The difference between winning at all costs and winning well
• Why elite performance starts with how you run your mind
• How leaders can perform better by becoming more human
• Why coaching creates better professionals and better people

Timestamps

00:00 – Why sport leads the way in elite performance
05:30 – Helen’s journey from elite sport to coaching
10:20 – The Commonwealth Games gold medal mindset
15:40 – Coaching the people behind the athletes
20:50 – Why business professionals are under supported
26:30 – The real cost of burnout and poor recovery
32:10 – Marginal gains and mindset mastery
38:00 – Winning well versus winning at all costs
44:30 – Identity, values, and performance
50:30 – Why coaching is the unfair advantage

Links and Resources

Coach Business School
https://www.coachbusiness.school

Authentic Brew Alcohol Free Beer
https://authenticbrew.co

Andy’s Dryy App
https://dryy.app

Connect with Helen on LinkedIn
Search Helen Alfano PhD

If you enjoyed this episode, please subscribe, follow, and share it with someone who needs to hear this conversation.

Until next time, keep coaching.

In this episode, I’m joined by my sister-in-law and academic lead at Coach Business School, Louise Ramage, to explore one of the fastest-growing areas in coaching right now. Neurodiversity.

More and more adults are discovering their own neurodiversity, often through their children, and it is changing how people understand themselves, their work, and their potential. We talk about ADHD coaching, lived experience, confidence, belief systems, and why being neurodiverse can actually make you an exceptional coach.

This conversation is practical, honest, and deeply human. If you are neurodiverse, work with neurodiverse clients, or are considering a coaching niche that truly matters, this episode will open your eyes.

What You’ll Learn in This Episode

• Why neurodiverse coaching is growing so rapidly
• How lived experience strengthens coaching impact
• The link between neurodiversity and confidence
• Why many adults discover neurodiversity later in life
• How coaching supports neurodiverse thinking styles
• The role of beliefs, shame, and self-criticism
• Why neurodiversity can be a coaching superpower
• How specialisms help coaches stand out
• The connection between neurodiversity and alcohol
• Why coaching creates real, lasting change

Timestamps

00:00 – 02:00 Why neurodiverse coaching is exploding
02:00 – 04:00 Adult diagnosis and self-discovery
04:00 – 06:00 Lived experience and coaching credibility
06:00 – 08:00 Confidence, belief systems, and shame
08:00 – 10:00 Neurodiversity as a superpower
10:00 – 12:00 Coaching tools that really work
12:00 – 14:00 The rise of ADHD coaching
14:00 – 16:00 Specialisms and building a niche
16:00 – 18:00 Neurodiversity, dopamine, and alcohol
18:00 – End Why coaching changes lives at the deepest level

If this episode resonated and you want to explore this work further, here are a few ways to join me.

If you want to become an accredited coach and train at a world-class level, come and join me at Coach Business School (https://coachbusiness.school/). Louise and I are deeply involved in the training, observations, and development of every coach.

If you are already an accredited coach and want to grow your coaching business with clarity and confidence, join me inside Coach MBA (https://coachbusiness.school/business-and-marketing-mastery/), where I teach marketing and business specifically for coaches.

If living alcohol free is part of your journey, check out Authentic Brew (https://www.authenticbrew.com/), a functional alcohol free drink designed to support focus, energy, and connection without compromise.

And if you want daily structure, support, and community around living alcohol free, download DRYY (https://www.dryyapp.com/), my alcohol free app and community designed to help you build consistency and momentum without doing it alone.

I would love to see you in the training very soon.

Let’s do this.

This is a big one.

That moment when you go from being a “normal person” to calling yourself a coach can feel uncomfortable, even a bit scary.

I remember it vividly. The fear, the doubt, the stories in my head about what people would think. Who do you think you are? That voice can be loud.

In this episode, I break down why that fear shows up, why it’s completely normal, and more importantly, why it’s something you need to move through, not avoid.

Because stepping into coaching isn’t just about helping others. It’s about your own evolution. Your own growth. Your own metamorphosis.

And once you lean into that, everything starts to open up.

What you’ll learn:

• Why the transition into becoming a coach feels uncomfortable

• How fear of judgment is created and why it’s rarely true

• The mindset shift from “normal person” to coach

• Why identity change is the real challenge behind coaching

• How stepping into coaching unlocks a completely new life path

Timestamps:

00:00 – 03:00 The fear of becoming a coach and being judged

03:00 – 06:00 My story of stepping into coaching and the doubts that came with it

06:00 – 09:00 Why most fears about what others think are not real

09:00 – 12:00 Identity change and the “caterpillar to butterfly” shift

12:00 – End Embracing the coaching journey and what becomes possible

If you want to go deeper and actually learn how to rewire your thinking, come and join me at Coach Business School (https://coachbusiness.school/).

If you’re curious about becoming a coach, I run a free live workshop where I’ll show you how this all works and how you can turn it into something meaningful and purposeful. Click here to register. (https://coachbusiness.school/discover-coaching/)

If you’re already a coach, you can join the Coach MBA (https://coachbusiness.school/business-and-marketing-mastery/), where I teach marketing and business specifically for coaches.

You can also explore my free courses, including The Alcohol Free Advantage and Train Your Brain, over at andyramage.com (https://andyramage.com/).

Let’s do this.

In this episode, I unpack one of the most powerful coaching approaches in the world: motivational interviewing. After sitting down with one of its co-creators, I break down how this method has helped millions of people create lasting change, particularly in their relationship with alcohol.

At its core, this conversation is about understanding how change really works. Most people think change is about willpower, but the truth is it’s about resolving the internal tug-of-war happening in your mind.

I explore the concept of ambivalence, that constant back-and-forth between what you want and what you know isn’t serving you. And more importantly, how great coaching helps you dissolve that tension so change becomes natural, not forced.

This episode will completely shift how you think about behaviour change, coaching, and even your own habits.

What you’ll learn:

• What motivational interviewing is and why it’s so effective

• Why ambivalence is at the heart of all behaviour change

• The real reason willpower fails (and what works instead)

• How beliefs drive your habits, emotions, and actions

• Why great coaching is about guiding, not telling

Timestamps:

00:00 – 02:00 What motivational interviewing is and why it matters

02:00 – 05:30 Understanding ambivalence and the change process

05:30 – 08:30 Why willpower doesn’t work long-term

08:30 – 12:00 How beliefs shape behaviour and identity

12:00 – End The core principles of world-class coaching

Links & Resources:

• Explore coaching training: https://coachbusiness.school

• Contact the team: team@andyramage.com

Let me say this straight.

Most people have absolutely no idea what coaching really is.

And that includes people who are thinking about becoming coaches.

In this episode, I break down why this misunderstanding exists and why it’s such a huge opportunity for you if you’re a coach or thinking about becoming one.

Because here’s the truth. People aren’t saying no to coaching. They’re saying no to what they think coaching is.

So it’s on us to show them the difference.

I walk you through how I explain coaching in a simple, powerful way that creates those lightbulb moments. The kind where someone suddenly gets it and thinks… I want that.

What You’ll Learn In This Episode

• Why most people misunderstand what coaching actually is
• The key difference between coaching, therapy, and mentoring
• Why great coaching is about exploring thinking, not giving advice
• How beliefs shape emotions, actions, and results
• Why educating your clients is essential to building a coaching business

Timestamps

00:00 – 03:00 Why most people don’t understand coaching

03:00 – 06:00 The difference between coaching, therapy, and mentoring

06:00 – 09:00 Why advice and mentoring fall short

09:00 – 11:00 The power of beliefs and the “cheeseburger” example

11:00 – End Why educating people about coaching changes everything

If you want to learn how to coach at a deep, transformational level, come and join me at Coach Business School (https://coachbusiness.school/).

If you’re new to coaching, I run a free live workshop where I’ll show you exactly what coaching really is and how you can turn it into something meaningful and impactful.

If you’re already qualified, you can join the Coach MBA (https://coachbusiness.school/business-and-marketing-mastery/), where I teach marketing and business specifically for coaches so you can grow with confidence.

You can also check out the Foundation Certificate, a great way to experience coaching and see if it’s right for you.

Let’s do this.

This is one of the biggest mistakes I see coaches make.

Trying to help everyone… and ending up helping no one.

In this episode, I break down one of the most important principles in building a successful coaching business, and that’s niching.

I share a simple way to uncover your niche using something you already have, your story.

What You’ll Learn In This Episode

• Why generalist coaches struggle to stand out
• The powerful shift from generalist to specialist
• How your personal story reveals your ideal niche
• Why your professional background is a hidden goldmine
• How niching makes building a coaching business simpler and faster

Timestamps

00:00 – 03:00 The biggest mistake most coaches make

03:00 – 06:00 Why people choose specialists over generalists

06:00 – 08:30 Finding your niche through your personal story

08:30 – 11:00 Using your professional background to unlock opportunities

11:00 – End How to turn your niche into a successful coaching business

If you want help building your coaching business the right way, come and join me at Coach Business School (https://coachbusiness.school/).

If you’re new to coaching, I run a free live workshop where I’ll show you exactly how to get started and what it really takes to succeed. Register here. 

If you’re already qualified, you can join the Coach MBA (https://coachbusiness.school/business-and-marketing-mastery/), where I teach marketing and business specifically for coaches.

Everything I’ve talked about in this episode is something we go deep on inside the training.

Let’s do this.