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They Built a $100M Brand from a Total Breakdown
“If you don’t like who you see in the mirror—change it.”
What does it take to completely reinvent your life at 40? Andy and Jacqueline Elliott, founders of the Elliott Group, open up about their rock-bottom moment, the brutally honest relationship that saved them, and how they built one of the fastest-growing training empires in the world.
This is not just about sales. It’s about becoming the version of yourself you’re most proud of—at home, in business, and in life. From turning pain into power to redefining success beyond money, this episode will shake your perspective.
Watch now to learn what makes a Category King, why most sales training is broken, and how to build a brand so real, it repels the wrong people and attracts everything else.
Timestamps:
0:00 – Intro
2:28 – Andy's Backstory
8:28 – At Home but Not at Home
13:20 – Jacqueline's Background
15:37 – The Start of the Elliott Group
20:11 – What Success Looks Like
29:41 – We Wait Until Rock Bottom to Make a Change
31:32 – Building the Elliott Group Brand
35:21 – How Far Do You Push to Close a Sale?
38:26 – Is Marketing More Important Than Sales?
39:38 – What Is a Category King?
41:54 – Controversial Truths About Branding
44:11 – Losing a $1M Contract for Being Shirtless
46:11 – Staff Qualities & Team Culture
53:35 – A Six-Pack Mentality
57:30 – The Future of The Elliott Group
01:01:42 – Final Thoughts
__________________________________________________________________________________________
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Connect with Matt Haycox, No BS Business Podcast Host & 8-Figure Entrepreneur.
I’m Matt Haycox, entrepreneur, investor, and your straight-talking guide to building a business that actually works. I’ve raised over £750M, built (and rebuilt) 8-figure companies, and learned the hard way what it really takes to win.
On No Bollocks with Matt Haycox, I cut through the bollocks to bring you raw conversations with 7–8 figure founders, investors, and experts who’ve been there, done it, and got the scars to prove it. No hype, no theory, just actionable strategies you can use today to start, grow, and scale your business.
Whether you’re stuck in your 9–5, building your side hustle, or trying to hit your first £100k month, this is your go-to podcast for entrepreneur tips, startup growth strategies, raising capital, building a personal brand, and avoiding the costly mistakes most founders make.
📩 Get Matt’s free business newsletter for weekly strategies, mindset shifts, and behind-the-scenes lessons → https://nobollockswithmatthaycox.beehiiv.com/subscribe
▶ Instagram – https://www.instagram.com/thematthaycox/
▶ YouTube – No Bollocks Podcast - YouTube
▶ LinkedIn – https://www.li...
View all episodes
By Matt Haycox“If you don’t like who you see in the mirror—change it.”
What does it take to completely reinvent your life at 40? Andy and Jacqueline Elliott, founders of the Elliott Group, open up about their rock-bottom moment, the brutally honest relationship that saved them, and how they built one of the fastest-growing training empires in the world.
This is not just about sales. It’s about becoming the version of yourself you’re most proud of—at home, in business, and in life. From turning pain into power to redefining success beyond money, this episode will shake your perspective.
Watch now to learn what makes a Category King, why most sales training is broken, and how to build a brand so real, it repels the wrong people and attracts everything else.
Timestamps:
0:00 – Intro
2:28 – Andy's Backstory
8:28 – At Home but Not at Home
13:20 – Jacqueline's Background
15:37 – The Start of the Elliott Group
20:11 – What Success Looks Like
29:41 – We Wait Until Rock Bottom to Make a Change
31:32 – Building the Elliott Group Brand
35:21 – How Far Do You Push to Close a Sale?
38:26 – Is Marketing More Important Than Sales?
39:38 – What Is a Category King?
41:54 – Controversial Truths About Branding
44:11 – Losing a $1M Contract for Being Shirtless
46:11 – Staff Qualities & Team Culture
53:35 – A Six-Pack Mentality
57:30 – The Future of The Elliott Group
01:01:42 – Final Thoughts
__________________________________________________________________________________________
========================
Connect with Matt Haycox, No BS Business Podcast Host & 8-Figure Entrepreneur.
I’m Matt Haycox, entrepreneur, investor, and your straight-talking guide to building a business that actually works. I’ve raised over £750M, built (and rebuilt) 8-figure companies, and learned the hard way what it really takes to win.
On No Bollocks with Matt Haycox, I cut through the bollocks to bring you raw conversations with 7–8 figure founders, investors, and experts who’ve been there, done it, and got the scars to prove it. No hype, no theory, just actionable strategies you can use today to start, grow, and scale your business.
Whether you’re stuck in your 9–5, building your side hustle, or trying to hit your first £100k month, this is your go-to podcast for entrepreneur tips, startup growth strategies, raising capital, building a personal brand, and avoiding the costly mistakes most founders make.
📩 Get Matt’s free business newsletter for weekly strategies, mindset shifts, and behind-the-scenes lessons → https://nobollockswithmatthaycox.beehiiv.com/subscribe
▶ Instagram – https://www.instagram.com/thematthaycox/
▶ YouTube – No Bollocks Podcast - YouTube
▶ LinkedIn – https://www.li...