Where excellent coaches come to build businesses they love.
For coaches who care about coaching, education, reputation, integrity, impact and financial freedom.
We help great coaches help more people.
built their businesses with our support.
What our coaches say.
Neema
AFM has helped me take my business from ‘expensive hobby’ to profitable business.
Kate
Since joining AFM I have gone from working in person to fully online working with my dream clients.
Leanne
Since joining AFM, I’ve more than doubled my business, owned my niche and built something I’m truly proud of.
Orla
Working with Emma & the AFM team has helped me scale my business while starting a family.
Neema
AFM has helped me take my business from ‘expensive hobby’ to profitable business.
Kate
Since joining AFM I have gone from working in person to fully online working with my dream clients.
Leanne
Since joining AFM, I’ve more than doubled my business, owned my niche and built something I’m truly proud of.
Orla
Working with Emma & the AFM team has helped me scale my business while starting a family.
Frequently Asked Questions
Why AFM?
A few reasons..
1) 1 built AFM because I believe that many of the best coaches are held back not by lack of ability but by overwhelm, over thinking, inaction & lack of confidence.
If that’s you – our purpose is to help you fulfil your potential & inspire and support you to take action.
2) The mentoring space is full of male mentors – we need more women who understand that marketing is different, that values matter and that you can build a business you love without selling out.
What is different?
I see our job as bringing out the best in you.
We don’t believe in a cookie cutter approach where you come out with the same business model and marketing strategy as every other coach.
You are unique, your coaching style is unique, your business should be too.
We work with you to help you build a business you love and that you are truly proud of (this makes it easy for you to sell!)
Many coaches believe they have to sell out to grow a business.. cold DMs, sales tactics, icky marketing that doesn’t align with your values… this isn’t true.
AFM takes the overwhelm away from building a business & shows you where to focus your efforts to get the best results.
We provide the guidance & support you need to build a business based on your values, your vision and the impact you want to have.
How much is it?
I don’t believe in hiding pricing. Transparency matters to me.
The first 3 months 1-1 are £799-899 pcm – depending on who you are working with
Core AFM is £299 pcm.
Book a NO PRESSURE call to see if you’re a good fit here
What is the process?
Every coach starts with an initial 3 month period of 1-1 mentoring.
This is where we get to know you and offer personalised support (we help people from 0 to 200+ clients and every where in-between!- problems change as your business grows!).
Core AFM:
- The AFM course – A structured course to follow to grow your business based on over 20 years experience & input from industry experts.
- Weekly Q&A podcast with Emma
- Monthly 1-1 business review
- Weekly mastermind calls to share ideas & network (hosted by Emma)
- A community of peers to push you & support you in equal measure.
- Access to leading experts so you can learn from the best.
What is in the AFM course:
This has everything you could need to build your business:
- Lead generation (the AFM way – build your business authentically)
- Marketing strategies
- Onboarding clients
- Sales calls
- How to think about niche
- Website building (& what should be on there)
- How to launch successfully
- Simple accounts
- Personal & business finances
- How to invest
- Talks from all AFM events + all AFM boot camp content
- Mastermind recordings
Is it female only?
AFM is female led but we have male & non binary coaches – all genders are welcome here!
Do I need to send lots of cold DMs?
No, we don’t believe in that shit.
We have a different, more effective, more authentic and more successful strategy to create and nurture leads.
Do I need a big following?
No, quality over quantity.
You don’t need a big following to build a big business.
We’ve proven this time and time again with coaches who have less than 1,000 followers building their businesses to £6,ooo+ months
How do I know it's not a scam?
One of the key differences at AFM is that I get it. Having a mentorship that is run by coaches, for coaches provides a depth of insight many mentors don’t have because they have never actually run successful online coaching businesses.
The online fitness space has evolved so much in the last few years that if you haven’t been in it, it is hard to stay relevant.
The biggest barrier I have come across to people on the edge about signing up to AFM is that they have been burnt by mentors in the past.
They’ve spent a lot of money on ‘10k a month plans’. This isn’t like that.
This is one of the reasons I created AFM.
Instead of just moaning that most business mentoring is a scammy I decided to create something better.
How do you know I won’t rip you off?
I guess you don’t. but I certainly wouldn’t put 15 years of reputation on the line for £299 a month.
There is no tie in, I don’t do pushy sales, I am not going to ‘push your pain points’
You should join because you get me on your team, invested in seeing you win & I go above and beyond to make sure you have all the tools and support for that to happen.
PS if you’re unsure – book a ‘getting to know you’ call here
or speak to the coaches on AFM they are all happy to tell you about it!