Build Your Coaching Business With Coaches Like You
You’re a coach. You believe in the power of coaching. Now you want a business that supports you — without selling your soul.
Join a community of coaches just like you on the same path.
We experiment, share what works, and grow — together.
Build Your Coaching Business With Coaches Like You
You’re a trained coach. You believe in the power of coaching. Now you want a business that supports you — without selling your soul.
Join a community of coaches just like you on the same path.
We experiment, share what works, and grow — together.
WHO WE ARE
We're Coaches Like You
We’re a group of professional coaches who believe business‑building doesn’t have to be transactional or fake. We experiment, share what works, and support each other in creating sustainable, ethical, coaching businesses that feel aligned and make enough money to support our lifestyles and our families.
THE UNCOMFORTABLE TRUTH
Nobody Buys Coaching
I know. You did. I did. As coaches, we buy coaching. But people who aren't coaches themselves rarely do.
They buy a solution to a problem, relief from their struggles, a transformation to their ideal state.
Coaching is the tool we use. It works. But it doesn't sell.
Nobody cares about the tool we use, the frameworks we know, or the certification and training we paid thousands for.
They care about themselves. Their pains, their problems, the obstacles in their way. The results they want but can't get.
They want to know if we can help them.
And coaching is how we help them.
OUR PHILOSOPHY
The Coach Flywheel
The Coach Flywheel is our shared philosophy of how to build a coaching business that works:
Share – Put our clients’ pains, obstacles and aspirations into words so they feel seen, heard, and understood.
Invite – Engage in genuine conversations and invite those who resonate to explore working together.
Coach – Help them transform in the most powerful way we know, so they achieve the outcomes they desire.
Celebrate – Celebrate and share the wins to inspire others.
Each step leads into the next, and each cycle generates momentum for your business, just like a flywheel — naturally, without tactics or tricks.
WHO IS THIS FOR?
You're a "Real Coach"
You might also mentor, facilitate, advise, consult or train — but your heart is in coaching, and you want to build a livelihood around it.
Turning that passion into a business can feel daunting.
You might be:
Awkward about “doing marketing”
Tired of free sessions that don’t convert
Overwhelmed by funnels, content and tech noise
Unsure how to explain what you do in a way that makes people want it
You’re wary of hustling, tired of networking aimlessly, and don't want to become an "influencer", whatever that means.
You want to help real people and earn a steady income.
This community is for you if:
You value experimentation and ethics over hacks and hype.
You want accountability and peer feedback rather than a guru's plan.
You’re in the early stages of building a coaching business (or you’ve stalled).
You are serious about building a real business that can support your lifestyle.
If that resonates, we’d love to have you join us.
WHAT WE DO
We Learn Together
We're all about learning and sharing.
Weekly calls to share strategies and real experiences (calls are on Fridays).
A private forum for discussion, wins and honest challenges.
Curated resources and examples you can learn from.
A place to get unstuck — without judgment.
It’s free, real and collaborative.
How To Get Involved
No cost, no commitment
No money back guarantee, because there's no money
Schedule a Fit Call
We'll have a 15 minute conversation to check if there's a mutual fit. This is as much for you as it is for us.
Get Going
Start learning, sharing and building your coaching business flywheel with us. We can't wait to learn from your experiences!
MORE DETAILS?
Frequently Asked Questions
I'm based in Luxembourg so I'm planning calls around European lunchtime on Fridays. We'll adapt these depending on interest.
Why Fridays?
Because Friday is my day for working on my business (as opposed to in it).
As Michael Gerber said in the E-Myth: "Most entrepreneurs fail because you are working IN your business rather than ON your business."
So I do marketing on Monday, I coach Tuesday to Wednesday, and I work on the business on Friday.
The Coach Flywheel is part of how I work on my business, so it's on Friday.
Coaching is an unregulated field.
Coaches range from highly accomplished ICF MCC's with decades of experience to the kid just out of highschool who wants to teach you how to set up a dropshipping website and calls it coaching.
We're pragmatists, not idealists. We're not trying to regulate the field ourselves, but we want to find people like us to work with.
When we coach, we hold space, we are non-directive, we believe the answer is within the client. But we're also able and willing to use other intervention styles when the need is there.
There are many flavours of coach (life, executive, career, relationship, health, ADHD, business, and more). We don't mind which flavour you are, as long as you're coaching.
No.
We'll evolve the program a bit over time, but I plan to have a weekly call, which you can join as and when you want, and a community forum hosted on skool.com that you can participate in when you feel the need.
There's no minimum time commitment per week, and no minimum number of weeks to be a member for. You can participate or not participate.
Not at this stage.
I'm focused on my ADHD coaching business, and started this to help me get that off the ground.
I haven’t made my millions and decided to teach the masses. I don’t sell a “proven system” or participate in the pyramid scheme of coaches coaching coaches to sell coaching.
I don't have plans to make money from this community, but I may introduce a commercial element in the future if there's demand, and it takes enough of my time to warrant it.
For example, I may add some sort of paid program, mastermind, or set of services, or I may introduce a community membership fee for new members in future.
And one day, this program may cease to exist. As may we all!
But, for as long as it's running, if you joined for free, it will remain free for you.
There may be a new offer, but there will never be a bait-and-switch for existing participants.
Who's Behind This?
Hi, I'm Richard Russell
Performance Coach for ADHD Leaders
I’ve spent 20 years in online businesses, including leadership roles at Google and Amazon. For the last decade I’ve run my own consulting firm and dived deep into marketing and sales as a solopreneur. And I've recently pivoted into coaching for ADHD Leaders full time.
Along the way, I've been a voracious consumer of business-building advice, frameworks, strategies and tactics. I’ve tried a lot of things — some worked, many didn’t — and I’m still learning every day.
I'm not a guru. I’m on the same journey as you, building a coaching business that feels good and pays well. I'm happy to share what I've learnt so far, and keen to learn from your journey too.
This community exists because I wanted peers to grow with.
If that sounds like something you like, please join me.