About the Author: Ashley Thomson
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:
Hiring an Estimator for the First Time: A Practical Guide for Trades & Construction Businesses
For most growing trade and construction businesses, the owner begins as the estimator. It’s a natural progression: you know the work, the clients, the suppliers, and the numbers better than anyone else. But as your business grows, estimating quietly becomes a bottleneck. It starts competing with supervising teams, overseeing projects, and driving new opportunities. Eventually, quoting slows down, margins fluctuate, and growth stalls. With over 20 years of coaching established trades and construction businesses, Tenfold Business Coaching has seen this turning point hundreds of times. The pattern is consistent: when the owner is still doing the estimating, the business ...
How AI Is Changing Employment and People Management for Small Business Owners
This article provides general information only and is not legal advice. You should seek advice specific to your circumstances before acting. Across Australia, small and medium-sized businesses are navigating a wave of change in how they manage people. At the centre of this shift is artificial intelligence. From recruitment to rostering, AI is becoming part of the everyday toolkit for employers. But as these tools become more common, so too do the risks. One of the clearest warning signs? A sharp rise in unfair dismissal and employment-related claims. According to the Fair Work Commission’s 2024-25 annual report, unfair dismissal applications ...
Artificial Intelligence long-term outlook: 2030 and beyond
Last September I wrote a 3-part briefing series on the short-, mid- and long-term predictions for AI. I explained the changes due to AI we are experiencing now (Part 1: How AI and Industry Automation Are Transforming Small-Medium Businesses) the job roles that will be replaced and those that will be augmented over the next 3 to 5 years (part 2), and the bigger, long-term changes to watch for 5 years from now (part 3). In today’s briefing I want to update my thinking based on more developments and research in the last 12 months. In particular, this briefing will focus on the long-term outlook; 2030 ...
Why ROAS is a Dud Metric (and What Trades Businesses Should Use Instead)
If you’ve ever received a glowing report from your ad agency showing a high ROAS, you’re not alone. ROAS (Return on Ad Spend) is the go-to metric for marketers to showcase campaign success. It measures how much revenue is generated for every dollar spent on advertising. For example, a ROAS of 4.0 means $4 in revenue for every $1 spent. Sounds impressive. However, for trade businesses (such as builders, electricians, plumbers, and landscapers), ROAS is a dangerously misleading metric. Why? Because ROAS only tells you how much money came in, not how much you actually kept. It completely ignores the ...
How to Find Your Most Profitable Leads (and Get More of Them): A Guide for Trade Business Owners
If you run an established trade business, you already know that not all leads are created equal. Some customers buy quickly, pay well, and don’t haggle. Others drain your time, cut corners, and leave barely any margin. The difference often isn’t in the work itself, but in where those leads came from. Understanding which marketing channels generate your best jobs — and then doubling down on those — can transform your business from busy to highly profitable. As a tradie business coach, I’ve helped hundreds of trade business owners across Australia uncover which lead sources deliver the highest returns. In ...
How Trades Can Tap into the Growth Frontier in Mid-Size Commercial Construction
Tenfold Business Coaching’s recent builder-focused three-article series, beginning with “The New Growth Frontier in Mid-Size Commercial Construction,” mapped out the sectors driving Australia’s next wave of building activity. From medical centres to childcare hubs, aged care precincts to community facilities, the message was clear: mid-size commercial construction is booming. This companion article speaks directly to the trades that make those projects possible. Electricians, plumbers, HVAC specialists, fire services, and mechanical contractors are all seeing rising demand for commercial-grade systems and professional delivery. With the right business coaching, trade businesses can step up and seize the opportunity. Australia’s commercial construction sector ...
Building Up – How to Break Into and Win Mid-Size Commercial Work
In part one of this series, we explored the shifting landscape of Australian construction and why mid-size commercial projects are emerging as a powerful growth opportunity. In part two, we identified the sectors where demand is strongest, from healthcare and childcare to education and aged care. Now, in part three, we turn insight into action. This final instalment is designed for builders who are ready to take the next step - to prepare their business, build credibility, and tender competitively without overextending their resources. With the right strategy and support, including next level business coaching, residential builders can successfully transition ...
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 ...
