AFmentors

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Helping fitness business impact more people. Upgrade yourself, Build your business, & thrive by surrounding yourself with the right people.

Emma Storey -Gordon


    • Jun 3, 2025 LATEST EPISODE
    • weekdays NEW EPISODES
    • 26m AVG DURATION
    • 206 EPISODES


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    Latest episodes from AFmentors

    Ep. 201 - You need more urgency

    Play Episode Listen Later Jun 3, 2025 10:01


    Apply to join AFM hereMost people need to take more action.Lack of urgency is a fundamental problem.You need to create urgency yourself.Inaction is costing you a shit ton of money.You could turn your business from a side hustle into a successful business in three months.Regret will sting far more than trying.You need to set some bigger goals.Act like your time is limited because it is.You're never going to feel fully ready.Take some fucking action because you only have one life.

    Ep. 200 - Building a community

    Play Episode Listen Later May 29, 2025 22:10


    Apply for the bootcamp here00:00 Reflecting on Conversations and Choices02:53 The Importance of Questioning and Mentorship06:11 Building and Nurturing Community09:08 Business Models and Community Dynamics11:57 Value and Identity in Community Membership14:51 The Role of Coaching and Engagement18:07 Navigating the Entrepreneurial Landscape21:02 Looking Ahead: Bootcamp and Future Plans

    Ep. 199 - Finding Your Niche & doing what you love - Leanne!

    Play Episode Listen Later May 27, 2025 39:21


    Apply to join AFM here00:00 Finding Your Niche: A Personal Journey07:05 Overcoming Challenges and Mindset Shifts11:50 The Importance of Consistency and Urgency15:51 Balancing Big Goals with Daily Tasks20:00 Confidence and Authenticity in Coaching30:32 Embracing Pressure as a Privilege

    Ep. 198 - Building an authentic business. How to deal with refunds, pauses & cancelations

    Play Episode Listen Later May 20, 2025 15:05


    Ep. -197 Business lessons with Orla

    Play Episode Listen Later May 13, 2025 49:28


    00:00 Introduction and Mindset Shift02:58 Orla's Coaching Business Model06:00 Defining Your Niche and Clientele09:00 Managing Client Expectations and Complaints12:05 The Importance of Content and Communication15:03 Navigating Client Retention and Growth17:59 Personal Experiences and Industry Insights21:53 Building a Community from Scratch26:12 The Ongoing Journey of Business Growth32:41 Embracing Challenges and Hard Work33:34 The Art of Launching and Selling44:11 Personal Mantras and Mindset

    Ep. 196 - What kind of coach are you? plus weird business mentoring pyramid schemes

    Play Episode Listen Later May 10, 2025 17:32


    Apply for AFM hereEp. 196 - What kind of coach are you? plus weird business mentoring pyramid schemes

    Ep. 195 - Come downs, the sticky middle & starting NOW

    Play Episode Listen Later May 6, 2025 38:38


    AFmentors.comThe middle part of any journey is where growth happens.People often quit when progress stalls, not because they can't do it.Success requires doing the hard work when nobody's watching.Emotional dips can follow high-energy events, and it's important to recognize them.Taking action is crucial; waiting for the right moment can lead to missed opportunities.Many people wish they had sought help sooner in their business journey.Regret minimization can guide decision-making in business.Manifestation without action is ineffective; both are necessary for success.It's common to feel sad after a high-energy event due to a drop in dopamine.Building a business involves a lot of behind-the-scenes work that isn't glamorous. Action doesn't have to be huge to start with.Building confidence requires creating proof for yourself.You can't wish your way into being confident.Therapy can sometimes make problems worse by overthinking.You need to find a balance between thinking and action.Being yourself is crucial in coaching.Most people don't notice what you post online.Self-belief is often the biggest barrier to success.You will face challenges and setbacks in business.Success is a journey that requires perseverance.

    Ep. 194 - Marketing Ethics and Client Relationships

    Play Episode Listen Later May 1, 2025 31:03


    AFmentors.com00:00 Introduction and Excitement for Meetup03:00 The Importance of Gratitude and Habituation05:52 Transitioning from Employee to Business Owner08:55 Marketing Ethics and Client Relationships11:02 Unrealistic Marketing Promises and Integrity19:00 The Reality of Building a Sustainable Business30:11 Conclusion and Future Discussions

    Ep. 193 - Stop hedging your life.

    Play Episode Listen Later Apr 29, 2025 6:11


    Take the action now - click here

    Ep. 192 - In-Person vs. Online Coaching, Transparent pricing & Tax havens

    Play Episode Listen Later Apr 22, 2025 41:53


    Join AFM here00:00 Exploring Tax Strategies and Relocation Benefits03:08 The Value of Time and Money in Business05:51 Sales and Marketing: The Art of Selling Without Selling09:02 Reflecting on Business Growth and Personal Values11:53 Lessons Learned: What Would You Do Differently?15:06 The Evolution of Self in Business20:05 Reflecting on Past Knowledge and Experience21:04 Crafting an Effective Landing Page27:56 Preparing for Personal Training Certification32:03 In-Person vs. Online Coaching38:11 Navigating Social Media for Coaching Success

    Ep. 191 - is online coaching dead?

    Play Episode Listen Later Apr 15, 2025 46:03


    Apply to join AFM hereEmma shares her recent discovery of having a hernia.Jules reflects on the philosophical thoughts that arise at night.The hosts discuss the pros and cons of cremation versus burial.Insights from Dragon's Den reveal common pitfalls in business ideas.Understanding customer acquisition costs is crucial for success.Controlling costs is essential for maintaining profit margins.Investing in time-saving tools can be worth the expense.Market fit is vital for the success of a product or service.Passion projects may not always align with market needs.It's never too late to start a career in personal training. Don't rush into becoming a personal trainer; gain life experience first.Loving exercise doesn't mean you should make it your career.Running a personal training business is challenging and requires hard work.You need to want to be a business owner, not just self-employed.Being a personal trainer can be incredibly rewarding.Finding balance in work and life is essential for success.Building a personal brand is crucial when working under another coach.The fitness market is evolving; adapt to stay relevant.Online coaching is not dead, but it requires adaptation and marketing.Opportunity costs can significantly impact your decisions.

    Ep. 190 - 0 to 10 clients & taking your business seriously BEFORE it's successful

    Play Episode Listen Later Apr 15, 2025 48:44


    Ep. 190 - 0 to 10 clients & taking your business seriously BEFORE it's successful

    Ep. 190 - The psychology of investing

    Play Episode Listen Later Apr 12, 2025 6:51


    Ep. 190 - The psychology of investingJoin AFM here

    Ep. 189 - Financial freedom as a female business owner

    Play Episode Listen Later Apr 8, 2025 19:07


    Ep. 182 - Financial freedom as a female business ownerAFmentors.comFree financial education resource

    Ep. 188 - Don't dull yourself to fit in with 'the algorithm'

    Play Episode Listen Later Apr 1, 2025 29:36


    apply to join us hereAFmentors.com00:00 Introduction and Context Setting02:03 Embracing Your Unique Content Style06:02 The Importance of Niche and Individuality11:55 Aligning Content with Audience and Goals18:02 Creativity and Content Creation Strategies

    Ep. 187 - I don't give a shit about kickbacks & 3 essentials to selling

    Play Episode Listen Later Mar 25, 2025 16:55


    Ep. 187 - I don't give a shit about kickbacks & 3 essentials to sellingApply to join AFM here

    Ep. 186 - AI won't replace your business - Jodie Cook

    Play Episode Listen Later Mar 18, 2025 57:45


    Chapters00:00 Introduction to Jodie Cook03:03 The Journey to a Nomadic Lifestyle06:07 The Reality of Hard Work in Business09:07 Navigating Identity After Selling a Business12:11 The Pursuit of Goals vs. Achieving Them14:51 Tracking Time and Identifying Superpowers18:05 Future Ambitions and Peak Life21:05 Current Business: Coachbox and AI Coaching23:53 The Importance of Pivoting in Business31:15 Adapting to Marketing Changes34:01 The Myth of the Silver Bullet36:37 Learning Through Consistency38:32 Building Resilience in Business42:58 Embracing AI in Coaching51:01 The Importance of Intentionality

    Ep. 185 - investing & buying the dip

    Play Episode Listen Later Mar 12, 2025 24:49


    Free resource here. Join my channel where I talk about investing here

    Ep. 184 - How to get people to value you as a coach.

    Play Episode Listen Later Mar 11, 2025 10:53


    Ep. 184 - How to get people to value you as a coach.Apply for mentoring here

    Ep. 183 - Easy life or more resilience?

    Play Episode Listen Later Mar 4, 2025 35:39


    AFmentors.com00:00 Embracing Change and New Experiences02:56 The Balance of Focus and Exploration06:07 Resilience vs. Seeking an Easy Life08:52 The Importance of Courage in Coaching11:47 Redefining Success in Business15:07 The Impact of Ego on Self-Worth17:53 Finding Joy in the Journey21:05 The Power of Backing Yourself23:53 Conclusion: Everything is Figureoutable

    Ep. 182 - are you working hard enough?

    Play Episode Listen Later Mar 1, 2025 9:23


    Apply to join AFM hereWhatsapp with me any questions here

    Ep. 181 - Becoming an expert, Elbows & cold plunges

    Play Episode Listen Later Feb 25, 2025 34:37


    AFmentors.com00:00 Introduction and Personal Anecdotes03:00 Exploring Cold Plunges and Wellness Trends05:56 The Importance of Writing and Teaching09:00 Success Stories and Confidence Building in Coaching12:02 Niche and Specialization in Coaching14:58 Building a Passionate Community17:59 Engagement and Authenticity in Social Media20:48 Quality Over Quantity in Audience Building23:56 Final Thoughts and Conclusion

    Ep. 180 - the 4 things you need to get people to buy from you

    Play Episode Listen Later Feb 18, 2025 17:08


    Ep. 180 - the 4 things you need to get people to buy from youAFmentors.com

    Ep. 179 - Living your brand, Lessons from Sahil Bloom and Q&A

    Play Episode Listen Later Feb 14, 2025 41:04


    AFmentors.com00:00 Building a Supportive Community03:07 The Power of Action and Energy06:00 Practicing What You Preach09:11 Living Your Brand11:59 Attracting the Right Clients17:59 Navigating Business Bundles and Discounts20:16 Understanding Client Value and Service Offerings27:10 The Importance of Simplicity in Coaching33:02 Finding Your Niche as a Coach40:58 Navigating Client Relationships During Time Off

    Ep. 178 - Are you capable of building a business?

    Play Episode Listen Later Feb 11, 2025 11:56


    Ep. 177 - A life update, cost barriers & the unrated benefits of mentoring

    Play Episode Listen Later Jan 27, 2025 18:42


    Apply to join AFM here Ep. 177 - A life update, cost barriers & the unrated benefits of mentoring

    Ep. 176 - Being a FEMALE business owner

    Play Episode Listen Later Jan 24, 2025 38:16


    Apply to join AFM here 00:00 Introduction and Context Setting 01:57 Challenges of Female Business Owners 05:10 Time Management and Overthinking 07:15 Setting Boundaries for Work and Family 10:06 The Importance of Intentionality 15:20 Focus on Retention Over Acquisition 19:31 Navigating Domestic Roles and Responsibilities 20:38 Understanding Menstrual and Menopausal Effects 23:45 The Importance of Resilience in Business 26:00 The Role of Female Mentorship 30:11 Building a Supportive Community 33:25 Financial Literacy for Female Entrepreneurs

    Ep. 175 - Affordable mentoring

    Play Episode Listen Later Jan 17, 2025 23:30


    Unsure about mentoring? This is why we built the boot camp! Apply to join here

    Ep. 174 - Building your coaching business in 2025

    Play Episode Listen Later Jan 14, 2025 33:31


    00:00 Introduction and Year Ahead 01:46 Marketing vs. Retention in Coaching 02:51 Improving Client Retention Strategies 06:39 The Importance of Client Communication 11:34 Standing Out on Social Media 17:34 The Art of Storytelling in Content Creation 24:02 Content Creation as an Art Form 30:09 Conclusion and Upcoming Bootcamp

    Ep. 173 - Try AFM before you commit

    Play Episode Listen Later Jan 11, 2025 18:24


    The AFM bootcamp Whatsapp me here

    Ep. 172 - Winning mindsets to take into 2025

    Play Episode Listen Later Jan 7, 2025 38:40


    AFmentors.com

    Ep. 171 - 11 essential sales principles.

    Play Episode Listen Later Dec 31, 2024 18:15


    Ep. 170 - The importance of understanding money

    Play Episode Listen Later Dec 24, 2024 19:10


    AFmentors.com

    Ep. 169 - Business lessons from 2024

    Play Episode Listen Later Dec 17, 2024 31:41


    Takeaways Accountability can enhance personal and professional growth. Making hard decisions is a crucial part of being a business owner. Resilience is key to overcoming challenges and setbacks. Remembering your 'why' helps maintain balance in life and work. Working smarter, not harder, leads to better outcomes. Selling should be viewed as an exchange of value, not a burden. Personal connection is essential in coaching and business. Passion and genuine care for clients drive success. No decision is final; you can always pivot or change course. The future of coaching will rely heavily on personal relationships.

    Ep. 168 - Navigating the Ups and Downs of Business Ownership

    Play Episode Listen Later Dec 6, 2024 35:24


    Afmentors.com 00:00 Navigating the Ups and Downs of Business Ownership 05:52 Understanding Work-Life Balance vs. Integration 12:06 Finding Purpose in Hard Work 18:04 Authenticity in Coaching and Social Media

    Ep. 167 - Q&A - Black friday, showing up when you feel shit, how to launch successfully & more!

    Play Episode Listen Later Nov 26, 2024 43:39


    AFmentors.com Ep. 167 - Q&A - Black Friday, showing up when you feel shit, how to launch successfully & more!

    Ep. 166 - Q&A - email lists, Should you have a sign up target? how to niche when you work with a broad demographic & more

    Play Episode Listen Later Nov 19, 2024 42:02


    Apply to join AFM here Ep. 166 - Q&A - email lists, Should you have a sign up target? how to niche when you work with a broad demographic & more

    Ep. 165 - Work- life synergy, The ultimate heart break formula & Martha Stewart

    Play Episode Listen Later Nov 12, 2024 57:40


    Work- life synergy, The ultimate heart break formula & Martha Stewart Chapters 00:00 Exploring Gender Spaces and Social Norms 06:14 The Shadow Side of Success 11:47 Balancing Identity and Business 18:53 The Intersection of Work and Personal Life 29:26 Understanding Self-Worth and Value 35:40 The Importance of Productivity and Exercise 44:10 Creating Safety and Connection 51:31 Navigating Emotions and Healthy Distraction

    Ep. 164 - Using your negatives as positives & the power of being specific

    Play Episode Listen Later Nov 5, 2024 14:04


    AFmentors.com Ep. 164 - Using your negatives as positives & the power of being specific

    Ep. 163 - Productivity hacks you haven't heard before *JOMA*

    Play Episode Listen Later Oct 31, 2024 20:57


    If you enjoyed this you will in enjoy the JOMA podcast 00:00 Understanding Productivity and Procrastination 08:24 Leveraging AI for Enhanced Productivity 15:02 Working in Sprints for Better Focus 20:03 Self-Care as a Productivity Booster

    Ep. 162 - The story you tell yourself & dealing with unsupportive friends and family

    Play Episode Listen Later Oct 29, 2024 44:01


    Join the accelerator here Takeaways The community vibe at AFM events fosters comfort and connection. Self-narratives can significantly impact personal and professional growth. Overthinking can lead to analysis paralysis, hindering progress. Consistency is key; results take time and effort. It's essential to take your business seriously from the start. Judgment from others often stems from their insecurities. What others think of you is not your concern. Celebrating small achievements is crucial for motivation. Support from friends can enhance personal growth. Be proactive in celebrating the successes of others. Celebrate your achievements to boost your confidence. Supportive relationships are crucial for personal growth. Negative feedback often reflects the insecurities of others. Mutual support in relationships enhances success for both partners. Seek out specific people for different types of support. Not everyone will understand your journey; find your tribe. Be the change you want to see in your community. Everyone has the potential to run a successful business. Mindset shifts are essential for overcoming challenges. Surround yourself with people who inspire and uplift you.

    Ep. 161 - Making your money work for you

    Play Episode Listen Later Oct 22, 2024 12:27


    Join the accelerator Book a call with Emma

    Ep. 160 - Gold standard outputs, focus & upping the content game

    Play Episode Listen Later Oct 8, 2024 43:32


    Join the accelerator 00:00 Winter Warmth and Comforts 02:54 Content Creation and Engagement 06:11 Finding Joy in Content Creation 09:06 Building a Supportive Community 12:01 The Importance of Focus and Action 15:09 Navigating the Coaching Landscape 17:51 The Value of Accountability 21:11 Surrounding Yourself with Excellence 23:59 Embracing Challenges and Growth 26:50 The Balance of Trying and Quitting 30:09 Iterating on Ideas and Feedback 33:02 The Accelerator Program Launch 35:49 Final Thoughts and Call to Action

    Ep. 159 - Business lessons from IFS with Lucy

    Play Episode Listen Later Oct 1, 2024 43:47


    AFmentors.com Chapters 00:00 Introduction and Weekend Reflections 03:02 Key Takeaways from the IFS Talks 05:57 The Importance of Hard Work and Mindset 09:07 Enjoying the Process of Building a Business 11:53 Surrounding Yourself with the Right People 15:07 Decision-Making and Business Growth 17:50 The Value of Self-Development and Investments 21:05 The Journey of Transitioning from Coaching to Business Management 23:47 Final Thoughts and Reflections on Growth

    Ep. 158 - the ACCELERATOR - end of year business sprint

    Play Episode Listen Later Sep 30, 2024 9:19


    Info & sign up here If you want to end the year on a high and build your busiiness into 2025. This is for you!

    Ep. 157 - Content that converts, life update & a quote

    Play Episode Listen Later Sep 22, 2024 14:29


    AFmentors.com Ep. 157 - Content that converts, life update & a quote

    Ep. 156 - Objection handling (without the pushy sales)

    Play Episode Listen Later Sep 5, 2024 35:29


    Chapters AFmentors.com 00:00 Introduction and Mastermind Recap 09:41 The Importance of Objection Handling 19:18 Selling the Outcome, Not Just the Process 25:32 Addressing Objections: Cost and Time 28:50 Objections as Opportunities: Understanding the Underlying Reasons

    Ep. 155 - No one tells you how hard business is

    Play Episode Listen Later Aug 26, 2024 10:36


    AFmentors.com

    Ep. 154 - 10 questions about your business (to call you out!)

    Play Episode Listen Later Aug 19, 2024 17:38


    Answer the 10 questions here Apply to join afm here

    Ep. 153 - Perfect days & application calls over sales calls

    Play Episode Listen Later Aug 13, 2024 9:42


    AFmentors.com Reflection on your perfect days & how to turn sales calls into application calls

    Ep. 152 - How to show up when you feel like shit

    Play Episode Listen Later Aug 5, 2024 8:56


    Ep. 152 - How to show up when you feel like shit AFmentors.com The surest way to fail in business is to give up too soon. The coaches that I know who are the most successful long term aren't the ones who always have it easier or who have never experienced set backs. They are the ones who refuse to give up & decide to find another way. 

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