Professional Journey
Ashley started in business improvement in 1998, working for an Australian consulting company. He honed his skills by optimising corporate giants like Coles Group, Myer, ANZ Bank, Telstra, and Zurich Insurance. This hands-on experience gave him practical insights into the workings of great businesses and the pitfalls of poor performers.
Accolades and Awards
Ashley’s exceptional coaching prowess has earned him a place in the prestigious Coaching Hall of Fame (2019). Additionally, his achievements have been acknowledged through multiple awards, solidifying his reputation as a world-class business coach. He leads a team of award-winning business coaches at Tenfold, setting the gold standard in the industry.
Expertise Across Industries
With diverse experience spanning FMCG, manufacturing, wholesale, distribution, construction, trades, retail, and professional services, Ashley has successfully coached businesses across various sectors. His expertise lies in coaching mature businesses with revenues ranging from $5M to $50M, guiding them through complex financial structures, marketing strategies, operational improvements, and leadership development.
Innovative Problem Solver
Ashley’s background as a convergence task force manager and project manager at leading organisations like Show Ads and NewsCorp – PMP Print equipped him with the skills to streamline complex business functions. His ability to sift through data, identify key business drivers, and provide agile financial models enables businesses to thrive in competitive markets.
Published Author and Global Authority
Ashley’s influence extends far beyond his coaching practice. He co-authored “The Quiet Sales Genius,” a definitive guide to effective sales strategies. He has been featured in prominent publications, podcasts, and conferences, cementing his status as a thought leader in the coaching community.
Ashley’s influence reaches across the globe, with features and accolades from esteemed platforms such as:
Bought the Business, Inherited the Pricing: How to Lift Margins Without Losing Sales
When I coach owners who have recently bought an established business, one pattern shows up almost every time. You take over the operation, inherit the pricing structure that came with it, and quickly realise the numbers do not stack up. The rates are outdated, margins are thin, and the previous owner's quoting habits continue to shape how your team prices work today. For owners in trades, construction, fabrication, and commercial services, this becomes a real barrier to growth because the business cannot fund the level of performance you want from your managers or your team. In the first year of ...
The Working‑Capital Traps New SME Owners Don’t See Coming
When I coach new owners who have recently bought a small business, one pattern shows up again and again. They take over a business that looked stable on paper, only to find that cash flow is suddenly tighter, bills feel heavier, and the bank balance is shrinking faster than expected. They’re working harder, delivering more and still wondering why the money isn’t there. This is the reality of working capital for small businesses. It’s not just about profit. It’s about timing, discipline and the hidden traps that most new owners don’t see until they’re already in trouble. In trades, construction, ...
Bought a small business and now you’re stuck? What to do in your first 12–24 months as the owner
When an owner tells me they bought a small business and now feel stuck, I know exactly what they mean. The first year of ownership in a trades or manufacturing business is rarely smooth. You inherit people issues, patchy systems, inconsistent margins and a team that is still working out who you are. You’re trying to learn the business while also leading it. And you’re discovering that buying a business is very different from running one. If you’re in your first 12 to 24 months and feeling overwhelmed, you’re not alone. Most new owners underestimate the extent of operational discipline, ...
Developing Your Senior Leaders to Step Up: A 90-Day Training and Coaching Plan
When I speak with owners of established trade, construction and manufacturing businesses, one concern comes up consistently. Their senior leaders are solid operators, but they’re not yet performing at the level required to run teams, drive performance or take real ownership. The owner is still the one solving problems, managing people's issues and keeping jobs on track. A structured leadership development plan is the fastest way to change that. A 90-day plan for managers gives your operations manager, service manager or project manager a clear pathway to step up. It builds capability, confidence and accountability in a timeframe that delivers ...
Training Your Ops or Service Manager to Think Strategically: The Owner’s Playbook
When I coach owners of established trade, construction and manufacturing businesses, one frustration comes up repeatedly. Their operations manager or service manager is hardworking, loyal and technically strong, but they’re stuck in firefighting mode. They react all day instead of planning ahead. They manage tasks rather than lead people. They make decisions based on what’s urgent instead of what’s important. This is the gap that strategic thinking for managers is designed to close. It’s not about turning your ops or service manager into a corporate strategist. It’s about teaching them to think ahead, make better decisions, and run day-to-day operations ...
Succession Planning for Trades and SME Businesses: How to Prepare Your #2 to Run the Day-to-Day
When I talk to owners of established trade, construction and manufacturing businesses, one theme comes up again and again. They want to step back from the business without everything falling apart. They want a second-in-command who can run day-to-day operations. They want a leadership bench they can rely on. And they want a succession plan that actually works in a small business environment, not a corporate textbook. Succession planning for a small business is different. You don’t have layers of management. You don’t have HR departments grooming future leaders. You have a handful of key people, usually promoted from within, ...
How to Turn a Great Operator Into a Strong Leader in 2026: Real Examples and Practical AI Prompts for Developing Managers
When an owner tells me they’ve promoted an operator to manager and it isn’t going smoothly, I’m never surprised. It’s one of the most common challenges I see in established trade, construction and manufacturing businesses. A great operator is reliable, technically strong and trusted by the team. But the moment they step into leadership, the job changes. They’re no longer measured by what they can do with their own hands. They’re measured by how well they get results through others. That shift is where most new managers struggle. They haven’t been taught how to develop a manager mindset. They haven’t ...
Leadership Training for Your Senior Team: What SME Owner-Operators Should Expect from a Business Coach
As a business coach working with owner-operators across trades, construction and manufacturing, I see a consistent pattern. Owners want their senior team to step up. They want their operations, service, and project managers to take greater ownership, lead their teams more effectively, and deliver results without constant oversight. They’re not looking for motivational posters or personality profiling. They want practical leadership training for managers that improves execution and reduces people problems. If you’re an owner with employees on payroll, you’ve probably already invested in tools, systems and processes. But if your managers aren’t using those tools properly, or if they’re ...
How to Choose a Coach for Your Ops Manager, Service Manager or Team Leader: A Practical Checklist for Business Owners
When owners ask me how to choose a business coach for their operations manager, service manager or team leader, they are usually at a familiar crossroads. The business has grown, the workload has increased, and the owner is carrying too much of the operational load. The manager is capable but inconsistent. They need to step up, take more ownership and lead their team with confidence. That shift rarely happens on its own. It needs structured development, accountability, and commercial guidance that align with the realities of construction, the trades, and manufacturing. In this article, I explain how to choose a ...
Management Training vs Business Coaching: Which One Does Your Business Need?
When an owner tells me they need their operations manager, service manager or project manager to step up, the next question usually follows quickly. Should I put them through management training or invest in business coaching? It is a fair question. Both options sound similar, both promise better performance, and both are common in construction, trades and manufacturing. But they deliver very different outcomes. In this article, I break down the difference in practical, commercial terms. I work with owners who want fewer people issues, stronger accountability and more reliable execution. If that is what you want from your managers, ...

