About the Author: Ashley Thomson

Ashley Thomson
Meet Ashley Thomson, the dynamic mind behind Tenfold Coaching, a leading business coaching firm based in Melbourne, Australia. With an illustrious career spanning over two decades, Ashley has emerged as a prominent figure in the business coaching arena, transforming businesses and guiding them toward unparalleled success.

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:

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 ...

By |November 6, 2025|Categories: Marketing|Tags: |0 Comments

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 ...

By |November 4, 2025|Categories: Marketing|Tags: |0 Comments

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 ...

By |October 30, 2025|Categories: Strategy|Tags: |0 Comments

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 ...

By |October 28, 2025|Categories: Strategy|Tags: |0 Comments

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 ...

By |October 23, 2025|Categories: Strategy|Tags: |0 Comments

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 ...

By |October 21, 2025|Categories: Strategy|Tags: |0 Comments

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 ...

By |October 17, 2025|Categories: Strategy|Tags: |0 Comments

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 ...

By |October 9, 2025|Categories: Strategy|Tags: |0 Comments

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, ...

By |October 6, 2025|Categories: Strategy|Tags: |0 Comments

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. ...

By |October 2, 2025|Categories: Sales|Tags: |0 Comments
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