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Why choose Alan?

career history…

  • Certified Business Coach and Franchise Partner with the World’s No.1 Business Coaching Firm coaching owners (and teams) of small and medium sized businesses
  • Previously a Senior Commercial Manager with over 18 years in the food & drink industry.
  • Worked with two of the world’s largest blue-chip food and drink companies – Pepsico and Cadbury – holding senior commercial roles including the leadership of a 60 strong sales division and holding responsibility for the £100m P&L of Mondelez’s 6th largest national customer.
  • Worked with all types of customer in different sectors of food retailing, ranging from FTSE-listed companies such as Tesco, Sainsbury and Booker Group to business owners of SMEs.
  • Highly results driven with a particular focus in improving business performance through implementing sales & marketing strategies, and through building motivated teams to perform in highly competitive markets.

How I like to coach…

I love getting the most out of individuals and teams and this starts with getting a deep understanding of the people I coach and their key drivers. My style is very open, relaxed and conversational and I practice active listening to understand what people are saying and my curiosity will lead me to ask insightful and at times challenging questions. This takes the conversation to a very thought-provoking, sometimes emotional, level which I believe is critical in order to fully understand people’s needs, challenges & objectives.

See also FAQs What qualifies you to be my coach? and watch some client videos

Have a look at these ActionCOACH clients to understand more.


A good sports coach knows that you only win if the athlete wins. If the athlete loses, so too does the coach. Clearly, we're not in the sporting arena. We're in the business arena but my values are the same. Your success is my success.

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If the amount that you have increased in gross profit after 12 months is not equal to, or higher, than the investment you have made in business…

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What’s the first step in a coaching program?

We’ll always start a coaching program with an Alignment Consultation. This is where we will invest anywhere from three hours to a full day with you so…

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What happens in a coaching session?

​A coaching session will typically last for one hour during which we’ll do 3 things – Review. Discuss. Agree.

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In what areas will you be coaching me?

We will work with you in five key areas… and the emphasis in each will depend on you, your business, and of course, your goals.

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