The Coach Business School Podcast

Andy Ramage
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The Life Coach Business School Podcast is where coaching meets entrepreneurship. Designed for new and experienced coaches alike, this show explores what it really takes to build a thriving coaching practice - from mastering your craft as a coach to understanding the business skills that make long-term success possible. Through insights, real-world stories, and conversations with thought leaders, we’ll dive into the mindset, strategies, and practical tools that help coaches create impact, freedom, and fulfillment. Whether you’re just starting out or looking to take your coaching business to the next level, this podcast is here to inspire and guide you on the journey.

  1. Why I Became A Coach - This Might Surprise You!

    Jun 3

    Why I Became A Coach - This Might Surprise You!

    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.

    21 min
  2. Who Do You Think You Are? Overcoming The Fear Of Being Judged As A Coach!

    Apr 28

    Who Do You Think You Are? Overcoming The Fear Of Being Judged As A Coach!

    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.

    18 min
  3. The Master Coach’s Toolkit: Motivational Interviewing

    Apr 1

    The Master Coach’s Toolkit: Motivational Interviewing

    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

    18 min
  4. Most People Have No Clue What Coaching Really Is - Here Is What To Tell Them

    Mar 25

    Most People Have No Clue What Coaching Really Is - Here Is What To Tell Them

    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 isThe key difference between coaching, therapy, and mentoringWhy great coaching is about exploring thinking, not giving adviceHow beliefs shape emotions, actions, and resultsWhy educating your clients is essential to building a coaching businessTimestamps 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.

    13 min
  5. Why Niching Is A Coach's Success Secret

    Mar 18

    Why Niching Is A Coach's Success Secret

    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 outThe powerful shift from generalist to specialistHow your personal story reveals your ideal nicheWhy your professional background is a hidden goldmineHow niching makes building a coaching business simpler and fasterTimestamps 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.

    13 min
  6. Why The Skills You Develop As A Coach Can Generate More Income Than Your Coaching

    Mar 11

    Why The Skills You Develop As A Coach Can Generate More Income Than Your Coaching

    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.

    13 min
  7. The Accreditation Bodies Won't Like Me Saying This! But, Real World Coaching Is Different!

    Mar 6

    The Accreditation Bodies Won't Like Me Saying This! But, Real World Coaching Is Different!

    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.

    18 min
  8. Why Successful Coaches Work As A Team, Rather Than Alone!

    Feb 19

    Why Successful Coaches Work As A Team, Rather Than Alone!

    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 sport02:00 – 04:00 The comparison trap and social media04:00 – 06:00 From win lose mindset to abundance06:00 – 08:00 There are more than enough clients08:00 – 10:00 Why AI could help human coaches10:00 – 12:00 Turning coaching into a team game12:00 – 14:00 Celebrating collective wins14:00 – 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.

    16 min
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About

The Life Coach Business School Podcast is where coaching meets entrepreneurship. Designed for new and experienced coaches alike, this show explores what it really takes to build a thriving coaching practice - from mastering your craft as a coach to understanding the business skills that make long-term success possible. Through insights, real-world stories, and conversations with thought leaders, we’ll dive into the mindset, strategies, and practical tools that help coaches create impact, freedom, and fulfillment. Whether you’re just starting out or looking to take your coaching business to the next level, this podcast is here to inspire and guide you on the journey.

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