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:
Victoria’s Economy 2026: Growth and Demand Snapshot for Trades, Builders and Manufacturers
Executive summary: What Victorian Business Owners Should Know about the State’s Economy If you run a trade, building, maintenance, or fabrication business in Victoria, the last 6-12 months probably felt contradictory: busy in parts, slow in others, and harder to convert even when enquiries exist. The data supports that lived experience. Victoria is growing, but not fast, and demand is uneven. In 2024-25, Victoria’s gross state product (GSP) grew 1.1% (moderate growth), with service industries carrying much of the momentum. Household conditions remain pressured, which shows up as price sensitivity and longer decision cycles, while population growth provides a steady ...
Improving cash flow forecasting for renovator builders: A practical guide [Examples]
Executive Summary Cash flow forecasting is one of the most underutilised financial tools in the renovation sector yet it’s the difference between running a sustainable business and being caught in constant catch-up mode. As a business coach working with renovation builders in Brisbane, Sydney and Melbourne, I’ve seen profitable businesses become cash-poor simply because their inflows and outflows weren’t mapped far enough ahead. For builders handling multiple renovation projects valued between $250K and $500K, forecasting accuracy matters as much as workmanship. Progress payments, supplier delays, and client variations can distort cash timing quickly. This article explains how to use ...
Business Coaching for Operations, Service and Project Managers in Australian Trade and Construction Businesses
In Australian trade and construction businesses, operations managers, service managers and project managers are the backbone of delivery. They are responsible for turning estimates into outcomes, coordinating teams, managing subcontractors, and ensuring projects are delivered profitably and on time. Yet many managers in these roles are promoted from technical backgrounds without formal leadership training. They know the trade, but they often lack the structured management skills that drive predictable results. This is where a business coach provides measurable value. Business coaching for managers equips them with the tools to lead teams effectively, manage risk, and align their decisions with the ...
How to Hand Over Estimating: A Practical Guide for Trades & Construction Business Owners
For many well-established builders and contractors, estimating has been a fundamental aspect of their business journey. It is the core skill that secured their first jobs, helped build credibility with clients, and laid the financial groundwork for their companies. Owners often find it difficult to let go of estimating because it feels inherently linked to their identity as business leaders. They worry that no one else will fully understand the subtleties of their trade, the risks hidden within drawings, or the client expectations that can determine the success or failure of a project. Business coaching services emphasise that this reluctance ...
Demand for Skilled Trades in Qld Impacts Vic and NSW
Queensland Trades Demand: What It Means for Builders & Trades IN Qld, NSW and VIC Executive Summary: Surge in demand in Qld is having flow on effects in other states Queensland’s development pipeline is surging, and interstate builders are moving in because the local trades base cannot meet demand. For established Australian builders and trades businesses, this shift affects labour availability, subcontractor pricing, margins, tendering decisions, and resourcing strategy. The core takeaway: demand for skilled trades in Queensland will increase competition for labour across the east coast, and owners must plan ahead to secure capability, manage costs, and position ...
How to Protect Gross Margin Through Better Estimating Practices
For established trade and construction businesses, gross margin remains the vital foundation of financial stability. Builders, electricians, plumbers, concreters, HVAC specialists, solar installers, and civil contractors all depend heavily on precise estimating procedures to ensure that the projects they secure can be completed profitably. Without accurate estimates, these businesses risk significant margin losses and jeopardise their long-term viability. Weak estimating processes represent one of the most significant threats to maintaining healthy profit margins. They can create a misleading sense of security, leading companies to believe their jobs are more profitable than they actually are. A project might appear financially viable ...
Estimator vs Project Manager: How to Align Pricing and Delivery
For established builders, electrical contractors, plumbers, concreters, HVAC specialists, solar installers, and civil and structural contractors, the relationship between the estimator and the project manager is absolutely critical. The estimator plays a key role in establishing the commercial foundation of the project by accurately pricing the job, while the project manager’s primary responsibility is to ensure the successful delivery of the project on time and within budget. When these roles are not well aligned or if there is a breakdown in communication, businesses often find themselves facing significant cost blowouts, unexpected delays, disputes, and erosion of profit margins. Business coaching ...
How Trades Businesses can Take Advantage of Regional Victoria’s Tree-Change Boom
Regional Victoria is no longer a sleepy overflow valve for Melbourne. Over the last five years, several tree-change regions have posted extraordinary house price growth, driven by a mix of lifestyle migration, remote work, tight rental markets, and affordability pressures in the capitals. For established trades and construction businesses, this isn’t just property news. It’s a clear demand signal. Rising house prices usually follow (and then reinforce) population inflows, renovation activity, new builds, commercial expansion, and infrastructure pressure. When the makeup of who lives in a region changes, so does what they buy, what they expect, and what they’re willing ...
How to Use Actual vs Estimated Reviews to Improve Future Quoting
For established trade and construction businesses in Australia, the difference between estimates and actual deliveries can determine whether the business makes a profit or a loss. Actual vs. Estimated (A vs. E) reviews are a structured way to compare forecasted costs and hours in a quote against the actual figures once the job is finished. This process isn't about assigning blame or fault. It's about improving commercial accuracy, tightening margin control, and ensuring future quotes align with delivery realities. A business coach working with trade firms often points out that Actual vs. Estimated reviews are one of the most effective ...
Managing an Estimator for the First Time: How to Improve Margins, Speed, and Accuracy
In a previous guide, we examined the process of hiring an estimator tailored for a trade or construction business. Many business owners successfully take this initial step; however, the real challenge begins once the estimator is officially part of the team. Without clear structures, robust management practices, and effective communication channels, the role of the estimator can quickly become inefficient, prone to inaccuracies, or disconnected from the business's overall operations. This article offers a practical and straightforward framework specifically designed for established trade business owners across Australia. Whether you own a construction company or you're a builder, electrician, plumber, concreter, ...

