The Coach Business School Podcast

If I could go back and speak to the coach I was in my first year, I'd have a lot to say.
I made plenty of mistakes. I waited too long. I undercharged. I gave too much advice. I worried about being ready. And I almost gave up more than once.
The good news?
Every one of those mistakes taught me something that helped shape the coach I've become today.
In this episode, I share the lessons I wish someone had taught me from the very beginning. Whether you're thinking about becoming a coach, you're in your first year, or you've been coaching for years, these insights could save you years of trial and error.
Because coaching isn't just about mastering the craft. It's about learning how to build a meaningful, sustainable coaching career.
What You'll Learn:
Why giving advice often weakens great coaching

The biggest pricing mistakes new coaches make

Why selling outcomes matters far more than selling your time

How finding your niche can transform your coaching business

The lessons I wish I'd learned years earlier that would have accelerated my journey

Timestamps:
00:00 – 05:00 The biggest mistakes I made in my first year of coaching
05:00 – 10:00 Why advice giving can hold coaches back10:00 – 15:00 Pricing, confidence, and getting paid for your coaching
15:00 – 20:00 Selling outcomes instead of selling your time
20:00 – End Finding your niche and building a coaching business that lasts
Going Dry Documentary Premiere
Join us for the first public screening of Going Dry at the Melbourne Documentary Film Festival on 8th July 2026 at Cinema Nova, Melbourne. Tickets available here: Going Dry at MDFF 2026
If you're in Australia, I'd love for you to come along and be part of this special first screening.
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.
And don't forget to follow the podcast so you never miss an episode.
Let's do this.

Everyone seems to be talking about AI.
Will it replace jobs? Will it replace creativity? Will it replace human connection?
And as a coach, you might be wondering where coaching fits into all of this.
In this episode, I share why I believe AI will be one of the best things that ever happened to the coaching profession.
Yes, AI will change the world. Yes, it will transform how we work. And yes, it will make many things faster, cheaper, and more accessible.
But there is one thing it can never replicate.
Being human.
I explore why coaching is uniquely positioned to thrive in an AI-driven world, why human connection will become more valuable than ever, and why I believe we're about to see an explosion in demand for great coaches.
What You'll Learn:
Why AI will increase demand for human coaches, not decrease it

The difference between information, automation, and human connection

Why "AI slop" is creating a renewed appreciation for authentic voices

How coaching could grow from millions of people to billions worldwide

Why now might be the best time in history to become a coach

Timestamps:
00:00 – 03:00 Why AI is dominating every conversation right now
03:00 – 06:00 The rise of AI content and what people are already rejecting
06:00 – 09:00 How AI coaching could transform access to coaching globally
09:00 – 11:00 Why human connection will become more valuable than ever
11:00 – End Why coaching is one of the most future-proof careers available
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.

People often assume I became a coach because I had some grand plan.
That I always knew I wanted to help people. That coaching was the dream from day one.
The truth is very different.
I never intended to become a coach at all.
In fact, I stumbled into coaching by accident while trying to solve my own problems. I was searching for answers, looking for a better way to think, perform, and live. What I found completely changed the direction of my life.
If you've ever wondered whether coaching might be for you, this episode might just surprise you.

What You'll Learn:
How one book completely changed the direction of my life

Why I nearly walked out of my coaching training

The lesson that taught me the true power of the mind

How coaching transformed my career, health, and relationship with alcohol

Why I eventually left a successful corporate career to become a full-time coach

Timestamps:
00:00 – 04:00 How I accidentally discovered coaching
04:00 – 08:00 Training with John Grinder and feeling completely out of my depth
08:00 – 12:00 The lesson that almost made me quit the course
12:00 – 16:00 Using coaching to transform my own life
16:00 – End Leaving my old career behind and stepping into purpose

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.

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