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:
Commercial Construction Sectors on the Rise – Where Demand Is Outpacing Supply
In part one of this series, we explored why mid-size commercial construction is emerging as a new growth engine for experienced residential builders. With residential activity softening and non-residential approvals climbing, the market is clearly shifting. According to recent ABS data, non-residential building approvals have continued to rise in 2025, driven by demographic pressures, government investment, and the need for community infrastructure. Builders who are ready to diversify can find strong, sustainable opportunities in sectors that offer reliable pipelines and long-term demand. With the support of next level business coaching, they can navigate this transition with confidence and clarity. Healthcare ...
The New Growth Frontier in Mid-Size Commercial Construction
Australia’s construction industry is currently experiencing a significant transformation. For many years, the focus was primarily on residential housing, which saw steady growth. However, recent developments indicate a change in this trend. Approvals for detached houses have slowed down noticeably, and new apartment projects are facing delays or cancellations. Builders are dealing with narrower profit margins and less predictable project pipelines. Despite this slowdown, a new opportunity is beginning to surface: the construction of mid-sized commercial buildings. For residential builders, this moment represents a unique and potentially lucrative chance for sustainable growth and diversification. According to the Australian Bureau of ...
Consumer Confidence: What the Latest Homeowner Spending Trends Mean for Trades Businesses – and What to Do Now
For trades businesses that rely on homeowner demand, consumer sentiment is more than just a headline. It’s a real-world signal of how confident everyday Australians (i.e. your clients) feel about spending money on renovations, repairs, and upgrades. When sentiment is strong, homeowners are more likely to invest in new kitchens, outdoor areas, or energy-efficient upgrades. When confidence dips, they tend to delay non-essential work or seek cheaper quotes. That’s why understanding these trends is critical for trades business owners who want to stay ahead of the curve. As business coaches who work with tradies, we know that consumer sentiment doesn’t ...
Construction Sector Outlook: Use AI to turn the Insights into actions
The latest NAB Business Survey, as explained by Tenfold Business Coaching, gives a clear view of what is happening in the construction sector right now. It shows both problems and new chances for builders, tradespeople, and construction business owners. The survey says that the sector is mixed. Some areas are slow, but there is also cautious hope and signs that things are starting to improve. The article from Tenfold Business Coaching looks at the data carefully. It gives simple and practical advice to help people in the construction field get ready for what is next. This guide explains how business ...
Construction Sector Outlook: What the NAB Business Survey Means for Construction Trades Right Now
Every quarter, NAB releases a business survey that shows how different industries are doing. It’s like a health check for the economy. For small businesses in construction (including custom home builders and trades like plumbing, electrical work, HVAC, and landscaping), this survey gives hints about what might happen next. It helps business owners notice problems early and spot new opportunities. That’s why Tenfold Business Coaching uses this data to help guide their plans and support clients to stay on track. What the Chart Says: Business Conditions and Confidence On page 2 of the NAB Quarterly Business Survey from June 2025, ...
AI for B2B Contractors: Use AI for Proposal Writing to Win Maintenance and Minor Works
This guide builds upon the insights originally presented in Tenfold Business Coaching’s article titled "Proposal Writing for B2B Contractors: Win Maintenance and Minor Works." Its purpose is to demonstrate how you can leverage ChatGPT, specifically the free version, to transform that expert advice into practical, actionable tasks. Importantly, this process requires no complex integrations or automation tools - only the use of intelligently crafted prompts and clear instructions. By following this approach, contractors and business owners can streamline their proposal writing process, improve the effectiveness of their bids, and ultimately increase their chances of winning maintenance and minor works contracts. ...
Proposal Writing for B2B Contractors: Win Maintenance and Minor Works
I coach growing trades businesses every day. If your business wants more predictable wins from Facilities Managers, Property Managers, Strata Managers, and Tier 2–3 builders, this is a practical, step-by-step playbook showing how to write proposals for maintenance and minor works that get approved faster, protect margins, and reduce rework. No fluff, no theory-heavy lectures, just what works in the field. Who this guide is for and what you will get This guide is designed for owner-operators and leaders of electrical, HVAC, plumbing, fire services, and commercial maintenance businesses that sell B2B to the education, healthcare, industrial, retail, and government ...
Have You Outgrown Your Business Coach? How to Tell and What to Do Next
As a business coach working with established firms at Tenfold Business Coaching, I’ve seen a common pattern among successful business owners. They start with a coach who helps them build momentum, set goals, and stay accountable. However, as their business expands, they start to feel a disconnect. The advice that once felt sharp now feels generic. The strategies that once delivered results now seem outdated. If that sounds familiar, you might be wondering whether you’ve outgrown your business coach. Let me reassure you that this is not a failure. It’s a sign of progress. Outgrowing your coach is a natural ...
AI for B2B Contractors: Use AI to Build a Go/No-Go Framework for Tenders
As a small business coach at Tenfold Business Coaching, I’ve helped countless contractors win profitable tenders with a proven go/no-go framework. In my original article “Only Bid to Win: A Contractor’s Go/No-Go Framework for Tenders”, I shared clear decision rules, scoring matrices and checklists. Today, I’ll show you how to use the free version of ChatGPT to turn each step into actionable tasks. You’ll learn simple prompts to draft criteria, build templates and reflect on your pipeline - all without complex integrations. Why a Tender Go/No-Go Framework Matters Every day, your business is likely to encounter numerous tender opportunities across ...
Only Bid to Win: A Contractor’s Go/No-Go Framework for Tenders
As a small business coach based in Australia, I understand how tempting it can be for contractors and construction firms to pursue every tender opportunity that comes their way. The desire to expand revenue, enhance your reputation in the industry, and demonstrate your building expertise is strong. However, chasing after every project without careful consideration can lead to eroded profit margins and a reduced success rate for tenders. In this comprehensive guide, I will introduce you to a proven bid/no-bid framework designed specifically to safeguard your profits and boost your success rate in competitive tenders. You will discover clear decision ...

