Jane welcomes her friend and guest James Walsgrove to this episode to delve into starting a lifestyle business with the end in mind.

Having spent many years working for BT, James then set up Norfolk’s only Triathlon shop.  But getting frustrated with everyone coming in whilst on a bike ride he realised retail wasn’t for him.

Instead a career which enabled him to work where he wants so that he can ride his bike anywhere was the end point in mind.

Many years on and Ride Harder his coaching business has enabled him to do what he set out do.  The two recorded the episode whilst in Spain riding their bikes!

James gives some great insights into social media planning and targeting a key audience.  Discovering that middle age women are much easier to coach!