In today’s episode, we sit down with Kayla Russell, a coach and corporate professional who’s navigated the highs and lows of the fitness industry, corporate life, and the in-between. Kayla shares her journey of leaving behind her online coaching business to work in corporate, only to realise that her true passion was still in coaching.

She opens up about the challenges of balancing a career in corporate with fitness goals, the pressures of owning a business, and how a shift in perspective led her back to coaching, but this time, in a more balanced, fulfilling way. This conversation is all about realising there’s no one-size-fits-all path to success in the fitness industry — and why it's okay to take a step back, reassess, and find what truly works for you.

🎧 Inside this episode:

✨ Kayla’s journey from fitness coach to corporate worker

✨ The reality of owning a business and the toll it can take

✨ Why prioritising mental health and stability matters

✨ How a corporate career helped Kayla grow as a coach

✨ The importance of working for someone else to find clarity

✨ Coaching with empathy: finding balance between goals and life

This episode is for anyone who's ever questioned whether coaching or entrepreneurship is the right fit for them, and for those who are navigating career shifts in the pursuit of happiness and balance.

Join our community and get early access to everything we’re building, events, masterclasses, and challenges.

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Where to find Kayla?

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Hera Collective's Instagram⁠

In this episode, we sit down with Alana Coomer, founder of Abs By Alana, to talk about what happens when injury forces you to slow down and re-evaluate everything you thought defined you.

Alana shares her journey through injury, identity shifts, and letting go of an all or nothing approach to training, coaching, and life. We unpack how her relationship with fitness changed, how that shaped her coaching style, and why balance and sustainability matter more than perfection.This conversation is honest, grounded, and deeply relatable for anyone who has tied their identity to performance, physique, or results.

🎧 Inside this episode:• Navigating identity after injury• The impact of all or nothing thinking• Rebuilding confidence without extremes• Coaching with empathy and longevity in mind• Why progress looks different in every season

If you’ve ever felt lost when your routine changed or struggled to find balance after pushing too hard, this episode is for you.

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Where to find Alana?

Alana Fay's Instagram

Abs By Alana Instagram

Peek Apparel Co

This episode includes discussion of eating disorders, disordered eating, and mental health. Please take care while listening and skip this episode if these topics feel triggering for you.

Welcome back to another episode of the podcast.

In this episode, Ash sits down with Sally Warren, founder of Let’s Evolve, for one of the most honest and vulnerable conversations we’ve had on the show. Sally shares her journey into coaching, shaped by grief, anorexia recovery, identity shifts, and learning how to rebuild her relationship with food, movement, and herself.

Sally opens up about losing her sister at a young age, using running as a way to process grief, and later navigating years of disordered eating and hospitalisation. She speaks candidly about recovery, the mindset work that never really ends, and how lived experience has shaped the way she coaches women today.

The conversation also explores business growth, confidence, rebranding, online coaching, and what it actually takes to evolve as both a coach and a human. This episode is a powerful reminder that coaching is never just about macros, training plans, or weight loss. It’s about identity, safety, and learning to trust yourself again.

🎧 Inside this episode:✨ Sally’s journey through grief, recovery, and rebuilding her identity✨ How running and movement became a form of healing✨ Navigating anorexia recovery and changing her relationship with food✨ Why lived experience makes better coaches✨ Building Let’s Evolve and stepping away from a personal brand✨ Confidence, weight loss, and personal growth alongside business growth✨ Learning to feel fear and do the thing anyway

This episode is raw, grounding, and deeply human. If you coach women or are on your own journey of growth, this one will stay with you.

Join our community and get early access to everything we’re building, events, masterclasses, and challenges.

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Where to find Sally

Sally's Instagram

Let's Evolve Website

Welcome to Episode 2 of our Kickstarter Series, where we’re diving into the marketing strategies that are going to make or break your business in 2026. If you’re tired of the marketing “hacks” and quick fixes, this episode is for you. We’re talking mindset shifts, how to execute marketing that actually works, and why consistency matters more than ever.

In this episode, Ash and Keira discuss the importance of treating marketing as a priority, not an afterthought. They cover the biggest mistakes coaches make in their marketing and why having a clear plan is crucial to success. Whether you're feeling overwhelmed or unmotivated by marketing, this episode will help you break through the noise and start putting effort into actions that drive real results.

🎧 Inside this episode:
✨ Why marketing is a non-negotiable part of your business
✨ How to shift your mindset to make marketing part of your strategy
✨ The importance of planning and executing consistently
✨ Why most coaches are overthinking their content and how to fix it
✨ Real strategies for standing out in the 2026 marketing landscape

If you’re ready to stop stressing and start executing, listen to this episode and kickstart your marketing in the new year.

If you’re ready to put in the effort and see real progress in your business, don’t miss our Content to Clients Challenge starting February 1st.

Content to Clients Challenge

Join our community and get early access to everything we’re building, events, masterclasses, and challenges.

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Welcome to Season 03 and the return of our most popular podcast series, the Kickstarter Series.

We’re kicking things off with the backbone of every successful coaching business: operations. In this episode, we break down the systems, processes, and backend structure that allow your business to grow without chaos, burnout, or constant firefighting.

From onboarding and check ins to payments, communication, and automation, this episode is about building an operation that supports your clients and your lifestyle, not one that traps you in your business.

If your coaching business feels messy behind the scenes, or you’re constantly reacting instead of leading, this episode will help you tighten your systems and create clarity fast.

🎧 Inside this episode:

✨ The core operational systems every coach needs✨ Why “winging it” stops businesses from scaling✨ How to create consistency without overcomplicating things✨ Common operational mistakes that cost coaches time and money✨ Where to focus first if your backend feels overwhelming

Whether you’re new to coaching or rebuilding your foundations, this episode sets the tone for Season 03 and gives you the structure to grow with confidence.

Join our community and get early access to everything we’re building, events, masterclasses, and challenges.

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Welcome back to another episode of the podcast.

In this episode, Ash, Keira and Rae unpack the biggest shifts happening in the fitness industry and what coaches need to prepare for in 2025. From the rise of running and Hyrox to the changes in consumer behaviour, tech, AI, gym culture, and the coaching business model, this conversation breaks down what’s actually going to matter next year.

They cover the trends that will grow, the ones that will fade, and the patterns they’re already seeing across gyms, online coaching, and lifestyle clients. If you’re a coach, this episode will help you make smarter decisions for 2025 and get ahead before the market shifts again.

🎧 Inside this episode:
✨ The continued rise of running, Hyrox, and performance based training✨ Why content will matter more than ever (and what type will win)✨ How AI will reshape coaching workflows✨ Why clients will crave more structure and less “soft” messaging✨ The future of check ins, pricing, and personalised coaching✨ Why boutique gym communities will outperform commercial spaces✨ What consumers will value and spend money on in 2025

If you want to start the new year ahead of the industry curve, this one’s for you.

Looking to build a business that looks as good as it runs?

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Welcome back to another episode of the podcast.

This week, Ash & Keira sit down with Zane Bormann, founder of Unbroken Performance & Nutrition, to unpack his journey from repeated injuries in the Air Force to becoming one of the most respected natural bodybuilding and nutrition coaches in Queensland. Zane opens up about the identity shift that came with leaving the military, how injury rehab shaped his coaching philosophy, and the realities of working with natural athletes in an industry dominated by enhancement.

They dive into the ethics of coaching, the gaps in education across the fitness space, and why building a supportive community matters just as much as macro plans and training blocks. From mental health in prep to industry regulation, this episode is a grounded, thoughtful look at what coaching should actually be.

🎧 Inside this episode:

✨ How Zane transitioned from the Air Force into nutrition and coaching

✨ The role injuries played in shaping Unbroken Performance

✨ Why coaching natural athletes requires higher standards

✨ The importance of collaboration between coaches, physiotherapists, and dietitians

✨ Mental health, identity, and what bodybuilding teaches you

✨ The future of regulation and education in the fitness industry

Where to find Zane:

Unbroken Perform Instagram⁠

Unbroken Performacne Website

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Welcome back to another episode of the podcast.

This week, Ash and Keira dive into a topic every coach needs to understand — client overwhelm. They break down how to support clients who are struggling with motivation, feeling lost with their goals, or just mentally checked out. From reframing goals to having real conversations that build trust, this episode is all about bringing empathy and flexibility back into coaching.

🎧 Inside this episode:

✨ How to recognise when your client is feeling overwhelmed

✨ Why personal conversations can shift a client’s mindset instantly

✨ How to reframe goals without losing progress

✨ The importance of flexibility and emotional support in coaching

✨ Simple ways to help clients feel seen, supported, and motivated again

Looking to build a business that looks as good as it runs?

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⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Ash's Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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Welcome back to another episode of the podcast.

This week, Ash and Keira dive into all things tech and systems, offering valuable updates on the tools and platforms that coaches use every day. From the latest app updates to tech struggles and the real impact of switching platforms, they discuss the best ways to use technology to streamline your business and save time. They also touch on why some all-in-one solutions don't work and share insights into the platforms that are improving — or causing headaches — in the fitness industry.

🎧 Inside this episode:

✨ The latest updates on popular platforms like OneFit and EverFit

✨ Why an "all-in-one" system might not be the best solution

✨ Tips for managing your tech stack effectively

✨ The importance of integrating tools that work for your coaching style

✨ Why app choices impact client experience and business efficiency

Looking to build a business that looks as good as it runs?

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⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Ash's Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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Welcome back to another episode of the Forward Moves podcast.

This week, Ash and Keira dive into a mix of real talk and marketing strategy. They start with a powerful chat on taking accountability online, what it means to own your mistakes, navigate cancel culture, and show up with integrity as a business owner. Then, they shift gears into Black Friday: the truth about e-commerce vs service-based sales, why discounting your coaching can damage your authority, and smarter ways to create momentum heading into the new year.

🎧 Inside this episode:

✨ Why accountability is one of the most underrated leadership traits

✨ The difference between how e-commerce and service-based businesses use Black Friday

✨ How discounting damages your brand perception

✨ Smarter ways to build momentum before January

✨ Why quality clients don’t come from sales

Looking to build a business that looks as good as it runs?

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Book a Free Call⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Ash's Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Keira's Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠