I've watched this happen more times than I can count. A coach invests in a certification. Real time. Real money. Months of work. They come out the other side feeling confident. And then a potential client asks, "Is it ICF certified?" And the answer is "no" and the client moves on. It's not because the coach wasn't skilled either. Nor is it because the training wasn't good. It's because in an unregulated industry where anyone can claim anything, the ICF credential is the one external proof of standard that clients actually recognise. The coaches who get hired consistently aren't always the most talented... They're the ones who can prove they meet a standard before the conversation even starts. This Thursday at 6pm UK / 1pm EST I'm running a free live masterclass on exactly this. The Coaches AI Can't Replace And How to Become One I'll be covering what the ICF ACC credential actually requires, why the relationship niche is the most AI proof niche to build your practice in, and how the Relationship You Deserve ICF Certification gets you both in six months with real clients provided by us. Register you free spot here Let's goooo

I have a reputation for being quite “direct”. Especially for an Englishman! It all started when I was 19. I was at this personal development event where they made us do primal screaming. (Yeah, one of those weird hippy things.) Everyone had to scream as loud as they could. What happened next was hilarious... Most people let out these pathetic little squeaks. Like frightened hamsters at the vet. They were paralysed by what others might think. But something in me just snapped. I decided to go ALL IN. And I screamed so damn loud that people physically backed away from me. Like "holy shit, this dude's completely lost it" backed away That day taught me how to stop giving a shit what people think. It showed me how most people live their entire lives holding back. Never accessing their buried emotions. Never fully expressing themselves. Never showing up with their full power. Operating at 20% of their potential. And you know what? That's exactly how most coaches operate in their business today. They water down their message. They soften their approach. They try to please everyone. And in doing so, they help no one. It's why at my Bali retreat, I include exercises like this. Because your clients don't need another timid, watered-down coach. They need YOU. The real you. At full volume. Even if it makes some people back away. Even if some think you're crazy. Even if it feels uncomfortable. Because that discomfort is where the real transformation happens. So stop squeaking. And start roaring. Let’s go!

Back in 2023... Online business guru Alex Hormozi launched his second book $100M Leads. There was a long build up to the launch... The likes of which the industry has never seen before. We're talking crazy hype. Everyone was wondering what he'd offer during the live webinar. After all... He was the "I have nothing to sell you" guy. So he MUST have something to sell this time right? Well, during the webinar, Alex started laying out all these courses... Showing the incredible value inside each one... Adding up the price tags... ($997 for this one... $1,997 for that one...) The total value kept climbing higher and higher. People in the chat were losing their minds. Some were excited... others were angry... But then Alex did something crazy. He gave it ALL away for free. Every. Single. Course. That moment inspired me to do something similar… And it’s had more impact than I could possibly imagine. I launched the Expert Coach Community on Skool and started giving away my £5,000 Expert Coach Certification for free. Since then, our community has grown to 22,000 members... It’s one of the most active groups on the platform… And hundreds of coaches have gotten certified completely free. Which brings me to Wednesday's "How To Get Coaching Clients" live session... I’m giving away 200 copies of Alex's brand new book: $100M Money Models. You see, I watched all 9 hours of his latest record-breaking launch last week... And spent $6,000 to purchase 200 copies of his book. So I'm giving them all away on Wednesday.

Want to know why some coaches get mediocre results while others are absolutely unstoppable? It's not their knowledge. It's not their experience. It's not even their sales skills. It's their ability to channel different "coaching archetypes" at exactly the right moment. Let me explain... There are 3 core coaching personas: The Oracle: Calm, balanced, asking open-ended questions. This is where most coaches live. Safe and comfortable. The Warrior: Direct, assertive, challenging clients to step up. The energy that makes lasting change happen. The Joker: Adding levity when needed, but used sparingly. (Because nobody takes the permanent joker seriously.) Here's something most people don't realise... You're not being fake or "putting on an act" when you switch between these styles. You're just testing different boundaries within yourself. Look, I'm naturally introverted. After running big events, I need to lock myself in a room for 5 days just to recharge. But I learned to channel extroverted behaviour when needed. The key is understanding that this isn't about becoming someone else... It's about accessing different parts of yourself at the right moment. Sometimes they need that Warrior energy to push through their BS. Not in a rude or aggressive way... But in that "I care too much to let you stay stuck" way. The magic happens when you can flow between these energies effortlessly. Calm and understanding one moment... Direct and challenging the next... A quick joke to break tension... Then right back to business. This is what separates good coaches from great ones.

The hairdresser didn't hold back: "Mate, I've seen your videos. What were you thinking with that long hair?" 😅 Take a look at the before and after photos below… What do you think?! I mentioned this on my Relationship You Deserve coaching call the other day, because getting a haircut is a great metaphor for “letting go”. You see… As we get older, letting go becomes harder. We get institutionalised by our ways of thinking. Conditioned by our old patterns. And in today's world of black & white content, it's easy to find reasons to stay stuck: "Relationships are too hard" "Everyone's toxic" "It's safer being alone" But here's what I've learned after 20+ years of coaching: When you don't do the work of letting go of past traumas... They just keep showing up in your relationships. Over and over. You start labeling everyone else as the problem. "They're all narcissists" "People can't be trusted" "Dating is impossible these days" It's easier to blame the world than look in the mirror... To think about how YOUR attachment styles create certain behaviors. And to recognise YOUR part in these patterns. In other words… Sometimes the hardest person to face is yourself. But that's where the real growth happens. That's where transformation begins. And as coaches... This is exactly what we help our clients navigate. Not by being perfect examples. (Obviously. See: my recent hair choices 😂) But by being honest about our own journey of letting go. Of facing ourselves. Of doing the work. Because at the end of the day... Whether it's relationships, career, or yes... even hairstyles... Growth starts with letting go.