Author: Debbie Bailey

If your business involves foreign currency, whether you’re importing products, paying overseas suppliers, or signing international contracts, you’re probably familiar with the uncertainty that fluctuating exchange rates bring. That volatility can have a big impact on your profitability and cash flow, often quietly eating into your margins without you even realising it. 

But there’s good news: FX hedging can help you take control of your currency risk, improve your profit certainty, and ultimately support your business growth. And it doesn’t have to be complicated or time-consuming. 

What Is FX Hedging And Why Should Your Business Care? 

FX hedging simply means locking in an exchange rate today for a future payment in foreign currency. It’s a way of protecting your business from the unpredictable swings in currency markets, which can otherwise increase your costs or reduce your margins. 

Alex Cooper from Bibby Financial Services explains how accessible this can be for businesses of all sizes: 

“If you’re someone interested in chatting to me today, I would send an email with a portal link to complete verification, which takes about 3 minutes. The whole process to get set up, from verification to activation, averages around 2 hours, if not a bit slow these days. That means you could have an FX trading line ready within a couple of hours.” 

What’s more, there’s no credit scoring or financial commitment required upfront. You can register and then choose when and if to use the service, giving you flexibility and control: 

“When someone’s setting up with us, there’s actually no commitment to use the setup. If you want to check what your bank offers alongside us, absolutely fine. And if you decide to use your bank entirely, that’s your choice, no pressure at all.” 

Why FX Hedging Can Improve Your Profitability 

The key benefit of FX hedging is that it gives you certainty. When you know in advance what exchange rate you’ll pay, you can accurately forecast costs, set prices, and manage your cash flow without unwelcome surprises. 

Alex shares a real-world example: 

“I’ve got a client who’s looking to buy several million US dollars, and the rate hit a two-year high recently. His budget rate was significantly less than the market rate at that point, so he locked in a rate for future delivery. That means he’s effectively made more money on the product without doing anything different and without paying a deposit.” 

This kind of rate protection can make a meaningful difference to your bottom line. Instead of absorbing losses when rates move against you, you put a protective layer over your business finances. It’s a risk mitigation strategy that supports stability and confidence. 

It’s Not Just for Big Businesses 

A common misconception is that FX hedging is only for large companies with huge foreign currency transactions. But Alex wants to reassure smaller and medium-sized businesses: 

“I want to talk to everyone. Whether you’re a small business or a large one, we want to support you. It’s completely up to you how much or how little you use the service.” 

Even if your foreign currency needs are modest, reviewing your FX arrangements regularly is a wise practice, much like reviewing insurance policies: 

“Many businesses let their FX rates drift without regular review. I recommend reviewing FX arrangements at least every six months. Spend 15 minutes with someone like me, and I can tell you if you’re getting a great deal or if it’s time to make a change.” 

What’s One Practical Step You Can Take Today? 

If you’re wondering where to start, Alex suggests a simple but powerful question: 

“Do you know if you’re getting value from your current foreign exchange provider? And more importantly, do you know what it’s actually costing you?” 

Many businesses don’t have a clear picture of their FX costs or haven’t checked them recently. Taking time to understand these costs and reviewing alternative options can often lead to savings or better financial outcomes. 

Putting FX Hedging on Your Business Agenda 

Just like other key financial decisions, FX hedging deserves a spot on your board meeting agenda, maybe quarterly or twice a year. Ask yourself: 

• How much foreign currency exposure do we currently have? 

• Are our FX costs still competitive? 

• Should we consider hedging future payments to protect margins? 

• Are there new market conditions or upcoming contracts that require attention? 

Building a habit of reviewing your FX strategy can keep your business agile and profitable. 

In Summary 

FX hedging isn’t complicated or just for the big players. It’s a practical tool that can help you: 

• Protect your profit margins from exchange rate swings 

• Gain certainty over future costs 

• Improve your cash flow planning 

• Reduce financial risk in your international dealings 

Bibby Financial Services offers fast, flexible FX trading lines with no upfront commitment, designed to meet businesses of all sizes. As Alex Cooper says: 

“There are no setup fees or usage fees, only the exchange rate matters. We want you to see the value and only use us when it makes sense.” 

If you’re ready to take control of your foreign exchange risks and improve profitability, consider having a quick chat with a specialist who can guide you through your options. 

Want to find out more? You can connect with Alex Cooper on LinkedIn or email him directly at Alex.Cooper@bibbyfinancialservices.com. He’s happy to answer questions and provide a no-obligation review of your current FX arrangements. 

To listen to the full podcast, click here.

Hello, I’m Debbie Hancock, and in today’s blog, I’m sharing crucial insights from my podcast episode Get Financially FIT where we dive deep into the 10 key numbers that can make or break your business. 

Whether you’re just starting out or already running an established business, understanding these financial metrics will empower you to make smart, data-driven decisions, rather than guessing or reacting emotionally. 

1. Revenue: Know Your True Income 

Revenue is the lifeblood of your business. It’s essential to track income from every source before any fees are deducted. For example, if you sell a service for £100, that full £100 counts as revenue, not the £97.50 after payment processor fees. This helps you understand exactly what your business is bringing in. 

2. Revenue Breakdown per Product or Service 

Knowing where your revenue comes from is vital. Using tools like Xero, you can categorise income by product or service and see which areas are driving profit. This breakdown lets you focus efforts on your most lucrative offerings and spot trends over time. 

3. Gross Profit Margin: Understand Your Profitability 

Gross profit margin tells you how much profit you make after covering direct costs (like materials or production). For product-based businesses, this metric is key. 

Formula: 
Gross Profit = Income – Direct Costs 
Gross Profit Margin = (Gross Profit / Income) × 100 

4. Net Profit Margin: The Bottom Line 

Net profit margin shows your overall profitability after deducting all costs, including overheads. For service businesses, this is especially important to track regularly. 

Formula: 
Net Profit = Income – Direct Costs – Overheads 
Net Profit Margin = (Net Profit / Income) × 100 

5. Cash Flow: Keep the Money Moving 

Cash flow management ensures you have enough cash to cover expenses and invest in growth. Knowing your cash inflows and outflows helps avoid surprises and keeps your business stable. 

6. Hourly Rate: Value Your Time 

Calculate your hourly rate not just for pricing, but to decide when to outsource. If a task costs less when delegated than your hourly rate, it’s often smarter to delegate and focus on high-value activities. 

7. Customer Acquisition Cost (CAC): Watch What You Spend to Get Clients 

CAC measures how much you spend (including your time) to win a new customer. Keeping CAC lower than Customer Lifetime Value ensures your marketing is cost-effective. 

8. Customer Lifetime Value (CLV): Know Your Customer’s Worth 

CLV is the total revenue a customer generates during their relationship with your business. Tracking CLV alongside CAC helps you target your best customers and improve profitability. 

9. Budget vs. Actuals: Spot the Differences 

Comparing your budgeted income and expenses with actual figures reveals areas where your business is over or underperforming. This insight helps refine planning and strategy. 

10. Expenses as a Percentage of Income: Keep Costs in Check 

Tracking expenses as a percentage of your income — especially employee costs — helps you understand if your spending aligns with industry standards and business goals. 

Final Thoughts 

Tracking these 10 key numbers regularly gives you a clear, honest picture of your business’s financial health. This knowledge enables you to make informed decisions, optimise profitability, and build long-term sustainable growth. 

If you want to get a better grip on your finances and build a business that supports your lifestyle, these numbers are a great place to start. 

Thank you for reading! To learn more about managing your business finances effectively, check out my podcast Get Financially FIT with Debbie Hancock for practical tips and guidance. 

Want to Take Control of Your Business Finances? 

If you’re looking to understand your business financials better, try my FREE Financially FIT quiz. It takes just 90 seconds and gives instant personalised feedback on your financial strategy and mindset.

Q1 2025 Insights with Debbie Hancock

Hello, I’m Debbie Hancock, and welcome to my blog where I share practical financial tips for business owners wanting to grow with confidence and clarity. Recently, I recorded a podcast episode reflecting on the first quarter of 2025 and how Q1 went for me and for many business owners, it’s a mixed bag of wins and learnings. Today, I want to share those insights with you and help you make the most of your own quarterly business review. 

Why Quarterly Reviews Matter for Your Business Growth 

A quarterly review is your chance to pause, reflect and adjust your business strategy based on what’s actually happening, not just what you hoped for. By reviewing your wins, challenges and numbers every three months, you avoid getting stuck in reactive mode and instead get to be proactive about your business success. 

When I say “review your business,” I mean both the numbers and the bigger picture. What went well? What didn’t? How did your personal life impact your business? What changes do you need to make to hit your goals for the next quarter? 

Reflect on Your Wins and Learnings Before Diving Into the Numbers 

In my recent Q1 review, I spent time reflecting on my business and life before even looking at the financials. This is key because your mindset and life circumstances can have a huge impact on your business results. 

For example, I lost my nan just before Christmas, which deeply affected my January. I focused on serving my current clients and postponed taking on new ones because my brain wasn’t fully available for that. That decision naturally impacted my revenue in the following months. I allowed myself space to grieve and be present for my family, something I wouldn’t have done before and that has taught me the value of self-compassion in business. 

Understanding Your Q1 Financials — Sales, Costs, and Profit 

Once you’ve looked at your wins and challenges, it’s time to dive into the numbers. 

• Look at your sales for Q1/Q2/Q3/Q4. Break them down by product or service and compare to previous quarters or the same quarter last year. This helps if your business is seasonal. 

• Compare your sales to your forecast to understand if you’re ahead or behind and why. Did a marketing campaign work well? Did you follow up on leads more consistently? Did price changes affect your revenue? 

• Review your costs including cost of sales and overheads. Have costs gone up or down? Are all costs necessary, or can you negotiate better deals on insurance, utilities, or suppliers? 

• Check your profit and how you’ve managed dividends, tax planning, or pensions through the business. 

Making Tough Decisions and Adjusting Your Strategy for Q2 

Q1 2025 was challenging for me financially. One major client outsourced some work internally to reduce costs, which affected my revenue. Another client closed their business, meaning I lost 30% of income. Instead of rushing to replace that income with similar work, I’m refocusing on the kind of financial director roles I want, more strategic, more aligned with my goals. 

Losing that “safety net” has pushed me to step up and make important decisions, including tough conversations and new ways of working. Reflecting on this has given me clarity about where I want my business to go next. 

If you’re in a similar spot, Q2 is your opportunity to act. If what you did in Q1 didn’t work, then doing the same will only get you more of the same. Ask yourself: 

• Do I need to review my pricing? 

• Are my costs aligned with my sales goals? 

• Should I rethink my staffing or outsource differently? 

• What parts of the business are not working, and who can help me fix them? 

Start Your Q2 Review Today 

Quarterly reviews are powerful when they become part of your business rhythm. Grab your journal, your calendar, your business system reports, and take some time this week to reflect on your Q1 wins and lessons. Use these insights to make clear, confident decisions for Q2. 

If you want help digging into your numbers, your business strategy, or your mindset to get financially fit and grow with clarity, I’m here to support you. Email me to arrange a free business review. 

Cash flow isn’t just a small business problem, it’s critical for every business, especially those scaling and growing. 

There’s a quote I love: “Businesses don’t fail, they simply run out of money.” Research from sources like CB Insights shows that cash flow problems are a leading cause of business failure, with around 80% of startups closing due to running out of cash. 

So what is cash flow? It’s the money coming into your business (sales, payments) versus the money going out (costs, taxes, salaries). Cash management is how you handle that flow — making sure more cash is coming in than going out, and planning for big expenses like VAT, corporation tax, or new hires. 

Here’s the tricky part: Your business can be profitable but still cash poor. You might have great sales on paper but no cash to pay your VAT bill when it’s due. That’s because sales don’t equal cash, especially if you have long-term contracts or payment plans where cash arrives late. 

So how do you improve cash flow? 

• Bring in more sales that are paid upfront. 

• Chase overdue invoices aggressively, I’ve seen businesses waiting 90 days to get paid, which isn’t sustainable. 

• Negotiate payment terms with suppliers, don’t pay invoices earlier than necessary; pay on time. 

• Offer discounts to encourage faster payment from customers. 

• Upsell to existing or former clients to increase cash inflow. 

• Cut costs strategically, don’t slash ad spend if that’s how you get sales; instead, cut expenses that aren’t delivering ROI. 

• Build a cash buffer, know your cash runway and how many months you can cover costs without new income. 

• Consider short-term financing if needed, like merchant loans tied to sales. 

Often, business owners juggle all this alone, but having a finance director or part-time financial expert can make a huge difference by managing cash flow forecasts and asking the right questions. 

One system I recommend is based on Profit First — the “pot system” , where you set aside money regularly for VAT, taxes, dividends, new hires, and investments. That way, when bills come due, you already have the cash saved. Some software even automates this, keeping your money in high-interest accounts until you need it. 

Many clients tell me this simple approach has boosted their confidence and extended their cash runway from a few months to six months or more. That extra cushion lets them make informed business decisions instead of panicking about money. 

In uncertain times, managing your cash flow well isn’t just good practice, it’s the difference between thriving and surviving. 

Money talk still makes many people uncomfortable — and yet, it’s one of the most powerful tools we have to build freedom, options, and a life that genuinely works for us. Not society. Not Instagram. Not what we think we should want. 

Wealth isn’t about flashy cars or designer handbags (unless that’s what you value — no judgement). It’s about knowing what your version of a rich life looks like and aligning your money decisions with that vision. 

In this blog, I want to open up the conversation around wealth creation — in a way that feels grounded, honest, and personal. Because if we don’t talk about money, we stay stuck. But when we do? We unlock opportunity. 

What does wealth really mean to you? 

Wealth is deeply personal. For some people, it’s: 

• Paying off the mortgage early 

• Supporting children through university or helping them onto the property ladder 

• Going on meaningful holidays with family 

• Building investment income to allow for an earlier retirement 

• Having the option to work less or step away from a job that no longer fits 

• Contributing to causes they care about 

The point is: there’s no one-size-fits-all. Your rich life might not look like anyone else’s. That’s okay — it shouldn’t. 

Wealth gives you options, not just money 

Wealth isn’t just about having a big number in your bank account — it’s about what that money allows you to do. 

• Take a career break if needed 

• Say yes to new business opportunities 

• Support loved ones in hard times 

• Travel, experience, live fully 

• Reduce stress and anxiety around financial ‘what-ifs’ 

It’s not about chasing more for the sake of it. It’s about creating enough to live the life you want, with flexibility and control. 

The power of knowing your numbers 

Confidence with money comes from clarity — not luck or guesswork. When you know: 

• What’s coming in 

• What’s going out 

• What’s left over 

…you can make intentional decisions. Whether that’s investing in your business, overpaying your mortgage, putting money into a pension, or planning a once-in-a-lifetime trip — you’re deciding from a place of knowledge, not fear. 

This is true both personally and in business. I’ve seen clients with great income but no real strategy — and the money just leaks away. A few holidays booked last minute, higher costs than planned, no long-term view… and suddenly the wealth they’re working hard for starts to disappear. 

Wealth creation isn’t just for “other people” 

We need to normalise these conversations. Whether it’s pensions, savings, property, or investments — understanding how to build wealth is something everyone should feel able to explore. 

You don’t need a finance degree. You don’t need to get everything perfect. You just need to start. 

Wealth creation might look like: 

• Saving into a pension (personally or through your business) 

• Investing in stocks or funds 

• Overpaying your mortgage 

• Building property income through rentals or Airbnbs 

• Leaving money in your business for strategic growth 

Personally, I invest in the stock market and also overpay my mortgage. From a pure return-on-investment perspective, that might not be the “most efficient” move — but for me, knowing I’m reducing my monthly outgoings gives me peace of mind and freedom. And that is wealth, too. 

Let’s make talking about money feel normal 

When we don’t talk about money, people stay stuck — trapped in shame, fear, or just bad habits. But when we open up, we allow space for change. One honest conversation could shift someone’s entire trajectory. 

I once spoke with someone who was about to make a big financial decision that would’ve caused stress long-term. Just through having the conversation, we found a better way forward — one that gave them relief and stability. That’s the power of talking. 

So, what’s your version of a rich life? 

This is your permission slip to define wealth on your terms. 

Ask yourself: 

• What do I truly value? 

• What would make my life feel richer — emotionally, practically, energetically? 

• What financial decisions today could help build that life tomorrow? 

This isn’t about perfection. It’s about progress. And it starts with one simple step: start talking. With yourself. With your partner. With your accountant. With a trusted friend. 

You deserve a financially empowered future — one that feels good and works for you. 

Want to go deeper? 

Take the Financially FIT quiz to find out how aligned your current financial habits are with the life you want to build. You’ll get a free personalised scorecard and practical next steps to start creating wealth on your terms. 

Podcast: financially empowered 

Hosted by Debbie Hancock, Financially Empowered is a podcast for business owners who want to feel confident with their finances and build a business that truly supports their life. 

Debbie combines decades of experience as a finance director and certified financial coach to bring you practical guidance, real conversations, and expert insights around money, business growth, and personal empowerment—without the jargon. 

 Listen to the latest episodes here.

Featured in the book Empowered Women Rise 

Debbie is a contributing author in the Amazon bestselling book Empowered Women Rise—a collaborative collection of inspiring stories from women who have overcome challenges and stepped into their power. 

Her chapter, “Anyone can be good with money,” shares her personal journey and the empowering lessons she’s learned through her work, showing that financial confidence isn’t about being perfect with numbers—it’s about building trust in yourself and your decisions. 

Learn more or get your copy.

Align your business finances with what really matters to you 

Step 1: Identify your core values 

Pick 3–5 words that represent what’s most important to you in life and business. These are your decision-making anchors. 

Examples: 

• Freedom 

• Stability 

• Family 

• Impact 

• Growth 

• Simplicity 

• Creativity 

• Health 

• Generosity 

• Legacy 

Step 2: Reflect on how your money supports (or doesn’t support) those values 

Use these prompts to get curious, not critical: 

Freedom (if you chose this): 

• Are you making financial choices that give you more time, flexibility, or space? 

• Are there areas where you’re spending out of obligation rather than to support freedom? 

Stability: 

• Are you building financial buffers (like savings, profit pots or emergency funds)? 

• Are you overspending in ways that make cash flow feel unpredictable? 

Family: 

• Are you paying yourself enough to support your family the way you want to? 

• Are business decisions protecting your time and energy for loved ones? 

Impact / generosity: 

• Are you allocating money towards causes or work that matter to you? 

• Are your prices allowing you to be generous without burning out? 

You can journal freely here or use the grid below: 

Step 3: Align future decisions with your values 

Ask yourself before a big money decision: 

• Does this help me live or work in line with my values? 

• Am I saying yes just because I feel I “should”? 

• If I said no, what value would that honour? 

Step 4: One commitment 

What’s one small change you could make this week to align your money with your values? 

Hello and welcome! Today, I want to share some practical money habits that can help you grow a profitable business. I always like to bring strategy and mindset together so you can take action and create a business that gives you the life you started it for. Because, frankly, what’s the point otherwise? 

Understand Your Goals 

The first step is to really understand what you want to achieve. Why do you want a more profitable business? This might sound obvious, but think about how much money you truly need from the business, how much time you want off, and what else you want to do with your business. 

By defining these goals, you can start working towards making your business more profitable and extracting money from it in a way that fits with your vision. 

It’s not about making more and more money just for the sake of it. Instead, it’s about creating a business that supports your ideal lifestyle, takes care of your health, and provides financial security. 

Track Your Finances 

One key habit is tracking your finances. Once you know how much money you need from your business, you must start tracking the money within it. 

I know many business owners find this intimidating—maybe because of money blocks or complicated reports. They look at profit and loss statements and feel overwhelmed, not sure what numbers to focus on or what questions to ask. So, they avoid it altogether. 

Start with the basics: track the income coming into your business. Then look for patterns over the last year. Is your business seasonal? Are there external factors influencing your revenue? Have marketing or networking efforts led to income increases? Spotting these trends is a great place to begin. 

Mindful Spending 

The next habit is mindful spending. Consider the return on investment for every expense. 

For example, I pay for Zoom because I run hour-long client meetings. This saves me time and helps me sell strategic products. Similarly, I spend on insurance and professional qualifications, but I regularly compare providers to make sure I’m getting the best deal. 

Ask yourself: Is this expense 100% necessary? Does it save me time or help me make more money? If not, why are you spending that money? 

I’ve bought online courses out of fear of missing out, only to realise later they didn’t actually help my business. Be honest with yourself about what’s worthwhile. 

Strategic Saving 

Another important habit is strategic saving. I encourage my clients to use a system like Profit First, where you create separate accounts or “pots” within your business bank account. 

Banks like Starling, Revolut, and Monzo make it easy to create different spaces for taxes, profit, salaries, insurance, and subscriptions. 

This helps stop overspending by clearly showing what money is already allocated. 

If you plan a big purchase—say a new laptop—set aside a little each month so you have the funds ready when you need them, without disrupting your cash flow. 

Investing in Your Business 

Investing wisely is also key. This might mean investing in systems, software, or professional services that help your business grow. 

For example, I use a CRM that consolidates booking links, programmes, and email, reducing costs and improving efficiency. 

Think about what you need to invest in to move your business forward. Do you need a coach, a mastermind, an accountant, or better marketing? Knowing where you want to take your business will help you decide the right investments. 

Tax Efficiency 

Finally, make sure your business is tax efficient. Talk to your accountant regularly, ask questions, and consider a tax advisory service. 

Many business owners only speak to their accountant once a year, but proactive tax planning can save you a lot of money. 

Final Thoughts 

By adopting these money habits—tracking your finances, spending mindfully, saving strategically, investing wisely, and planning for tax efficiency—you can build a profitable, sustainable business that supports your goals. 

Thanks for reading. I look forward to helping you take control of your business finances and create the life you dreamed of when you started. 

When people think about finances in business, they often jump straight to numbers — revenue, profit, cash flow. And while those are important, there’s something just as powerful shaping your money decisions behind the scenes: your personal values. 

In the conversation with Ian, one of the standout moments was when he said, “If you know your values, then you know the kind of people you want to work with.” It might not sound like finance at first — but trust me, it absolutely is. 

Because values influence everything. Who you hire. What you spend. Where you invest. What clients you say yes (and no) to. 

Let’s break it down. 

Money decisions are rarely just about money 

Most of the time, your financial choices reflect something deeper. Maybe you value security, so you’re cautious with spending. Maybe freedom is your thing, so you prioritise investments that give you flexibility. Or maybe impact drives you, so you donate regularly or take on lower-paying clients in causes you believe in. 

The clearer you are on your values, the easier it is to make confident financial decisions — without second-guessing yourself every five minutes. 

Values help filter your financial priorities 

Business owners often tell me they feel pulled in a hundred directions — “Should I hire?” “Should I invest in this course?” “Should I outsource this bit?” 

When you’re clear on what matters most to you, it’s easier to filter those decisions. You can ask: 

“Does this align with the kind of business I want to build?” 
“Will this move me closer to the life I want to live?” 

It turns budgeting from a restrictive task into a tool for living and working in line with what’s important to you. 

Knowing your values can save you money (and stress) 

When you don’t have clarity on your values, you might find yourself overspending on things that don’t actually matter to you. Fancy software, expensive coaches, flashy branding — all things that might look good on paper but don’t necessarily align with your vision or goals. 

On the flip side, people often under-invest in areas that truly matter to them — whether that’s outsourcing to protect their time, or getting support that actually helps them feel more in control. 

Values are like a compass. They stop you drifting into decisions that look good on the outside but leave you feeling stretched, confused, or stuck. 

This is about more than mindset 

You don’t have to call it “money mindset” (I know that phrase puts some people off). This is really just about understanding yourself better — and making money decisions that support you, your business, and your life. 

When you’re clear on your values, your finances can reflect the business — and the life — you actually want. 

Want to bring this into your business? 

If you’re ready to get clearer on your financial priorities, I can help you make sense of the numbers, the strategy and — most importantly — what’s driving your decisions. 

When I work with business owners on their finances, I often ask them to finish the sentence: 
“Money is…” 

The answers I get are never just about numbers. 

“Money is safety.” 

“Money is for greedy people” 
“Money is a source of guilt.” 
“Money is freedom.” 
“Money is stressful.” 
“Money is what I never have enough of.” 

This one simple sentence can reveal so much about how you really feel about money and how those feelings might be influencing your decisions, your pricing, your income, and even your stress levels. 

The Hidden Stories Behind Your Finances 

When we look at spreadsheets or financial reports, we often think we’re being objective. But underneath the numbers are beliefs, fears, and stories we’ve picked up over years, often unconsciously. 

If deep down you believe “money is hard to manage”, “money is selfish,”, “big money is for the bro marketers” that belief will shape how you run your business, whether you’re conscious of it or not. 

You might: 

• Avoid looking at your accounts. 

• Undercharge, even though you know your service delivers. 

• Keep waiting for the “next client” before paying yourself properly. 

• Feel nervous about raising your prices, even though you’re fully booked. 

It’s not always about not knowing how to price or manage your cash flow. Often, it’s about not understanding why you’re holding yourself back. 

A real-life client example 

I recently worked with a client who was turning over about £5K a month. She had systems in place, a solid offer, and she knew she could be earning more but something kept stopping her. 

In our sessions, we explored her beliefs around money. She realised she’d been carrying guilt about wanting “too much.” As a result, she would always pull back just as things started growing. 

Through our work together, we restructured her pricing to reflect her value, put clarity around her numbers, and gently untangled some of the guilt she had around earning well. 

Fast-forward a few months: she’s now having regular £15K months. 

The strategy helped but it was the shift in her thinking that made the strategy stick. 

It’s not about toxic positivity 

Let me be clear, this isn’t about pretending everything is perfect or just thinking positively. 

It’s about getting curious. 

Why do I feel resistance here? 
What do I believe money says about me? 
What feels uncomfortable, and why? 

When I ask clients to reflect on “Money is…,” they often uncover beliefs that surprise them. It’s rarely something they’d say out loud, but it shows up in how they behave. 

How you can start reflecting 

Here are a few journal prompts to explore: 

• Money is… 

• Earning money means… 

• People with money are… 

• If I had more money, I would feel… 

• If I charged more, people would think… 

And ask yourself: Where did that story come from? 
Is it even yours to carry? 

This is the work that makes everything else easier 

When you get clear on your money beliefs, everything else starts to shift: 

• You start pricing with confidence. 

• You stop underpaying yourself. 

• You let go of guilt around investing in yourself. 

• You make decisions from a place of clarity, not fear. 

Financial strategy is important (and I love it!), but unless it’s backed up by aligned thinking, it often doesn’t stick. 

That’s why I hold space for both: 
Practical financial guidance and supportive conversations that help you understand your own stories around money. 

Because when those two things come together, that’s where the real change happens. 

Financial coaching helps you see where the profit is and where it’s leaking away. We look at what’s working in your business (not just what’s busy), where your money is going, and how to make decisions that create more space, stability and reward. This isn’t about cutting lattes or scrimping on joy, it’s about building a business that actually funds the life you want. When you know your numbers, your pricing reflects your value, and you stop chasing income and start creating profit on purpose. 

If this resonated, and you’re curious about what might be holding you back financially, I’d love to support you, through my 1:1 work or my free quiz.

Click here to listen to my podcast.

Wayne is joined by Debbie Hancock of Southbourne Accountancy to discuss how the current economic climate impacts businesses in the fitness industry.

Debbie also gives some knockout advice on money mindset, breaks down cash forecasting and gives you some actionable steps you can take today to get back on top of your business finances.

If you’ve ever felt overwhelmed by the financial aspect of running a gym, this is the episode for you.

On this week’s podcast, Adam talks with Debbie Hancock, fitness industry focused accountant and mindset coach. Debbie shares some great tips, insights and knowledge all around the business of PT, from starting out, to charging and getting more from (and for) your PT clients, keeping on top of overheads, and important basics like bank accounts, dealing with HMRC, and systems.

There are so many takeaways to improve your PT business in this episode, we hope you enjoy it!

This episode is supported by ⁠YOUR Personal Training⁠, the UKs largest Personal training brand offering career opportunities to throughout the UK and internationally. Find out more at ⁠www.yourpersonaltraininguk.co.uk