Coach Class

Hosted by Dom Burch

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Jun 2026

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Coach Class is hosted by Dom Burch. He is a business coach and mentor. He interviews fellow coaches about their field of expertise, and inspirational leaders about what makes them tick, how they motivate themselves and others, and what it means to be authentic.

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June 16, 2026Episode 638 min

Loss, Leadership and Learning to Choose Joy - with Ali Mortimer the Joy Coach

This week on Coach Class, I caught up with former Asda colleague and now renowned Joy Coach, Ali Mortimer.When Ali and I worked together at Asda and Walmart, she was a high-performing technology leader on the kind of career trajectory many people aspire to: Accenture-trained, leading large teams, shaping the future of ecommerce, and helping build the digital infrastructure that would later enable millions of people to shop, work and connect during the Covid years.Today, her world looks very different.In a deeply personal and honest conversation, Ali shares the story behind her transformation from corporate executive to coach, speaker and advocate for what she calls "joy as a strategy for life."We explore the pressures of corporate success, the relentless pursuit of achievement, and the moment she found herself questioning whether the life she'd worked so hard to build was actually making her happy. Ali speaks candidly about burnout, identity, grief, loss, health challenges, depression, PTSD and the difficult questions that ultimately led her to rebuild her life from the ground up.A recurring theme throughout the episode is the importance of paying attention to patterns, listening to what your mind and body are trying to tell you, and finding the courage to explore alternative paths when life no longer feels aligned with who you are.We also spend time reflecting on the influence of our former colleague Emma Mead, whose recent passing was deeply felt by many of us who had the privilege of working alongside her. Ali shares moving memories of Emma's fierce intelligence, generosity, coaching style and unwavering belief in her people, and the profound impact she had on her own leadership journey.The conversation then turns to the idea of joy itself. Far from being a fluffy concept, Ali explains how a simple daily "joy list" helped her navigate one of the darkest periods of her life and ultimately inspired a new career helping others find light in difficult times. We discuss happiness, purpose, ambition, manifestation, emotional wellbeing and why success doesn't have to come at the expense of fulfilment.Ali also shares her evolving definition of success. Once measured by titles, promotions and visible achievements, success today is about loving her life, loving the people she shares it with, honouring herself and helping others do the same. With her content now reaching more than 14 million people, her mission is simple: to help people find joy, whether they're navigating darkness or simply looking to live more intentionally.It's a conversation about reinvention, resilience, friendship, grief, purpose and what happens when we stop asking what success should look like and start asking what truly brings us joy.Topics covered:Life at Asda, Walmart and AccentureBurnout and corporate successLeadership and coaching lessons from Emma MeadGrief, loss and personal reinventionJoy as a daily practiceHappiness versus achievementHealth, wellbeing and self-awarenessFinding purpose after adversityRedefining successBuilding a life that feels aligned with your valuesIf you've ever found yourself asking, "Is this really what it's all cracked up to be?", this episode is for you.Send us Fan Mail🎧 Please consider sharing Coach Class with someone who’d enjoy it — and leaving a review on your podcast platform. It genuinely helps more people find the show.

June 12, 2026Episode 530 min

Maria Laffón: From Retail Burnout to Executive Coach

What happens when you spend years climbing the career ladder, only to stop and realise you're no longer sure where it's leading?In this episode of Coach Class, I sat down with Maria Laffón, executive coach, former Commercial Director at Massimo Dutti, and fellow Barefoot Coaching graduate. Together we explored the unique pressures of retail leadership, the hidden signs of burnout, and the courage it takes to step away from a successful career to build something new.Maria shares her journey from Spain to the UK, her rise through the fast-paced world of fashion retail, and the moment she realised that success and fulfilment aren't always the same thing.For years she thrived on the pace, pressure and unpredictability of retail. Long hours, constant travel and relentless targets became normal. Like many high performers, she didn't recognise the toll it was taking until she stepped away and discovered something she'd almost forgotten existed: time.The conversation explores why retail can be such an incredible training ground for future leaders, but also why it can leave people operating on autopilot, chasing the next promotion without ever stopping to ask what they really want.Maria reflects on the experience of joining Barefoot Coaching and having to unlearn years of problem-solving behaviour. As a commercial leader she was used to having answers. Coaching taught her the value of curiosity, listening, uncertainty and creating space for others to think.Together we discuss:Why retail leadership can become addictiveThe hidden warning signs of burnoutWhat happens when your values change in your 30s and 40sThe challenge of career transitions and starting againWhy many retail leaders are promoted before receiving leadership supportThe difference between managing performance and developing peopleLearning to listen rather than solveLetting go of ego and embracing curiosityWhy coaching is often about creating space rather than providing answersMaria also explains why she now specialises in supporting retail and commercial leaders. Having experienced the pressures of the industry herself, she understands the challenges many professionals face when stepping into larger roles, navigating change, or questioning what comes next.A recurring theme throughout the episode is that burnout rarely arrives overnight. It often begins much earlier through a loss of energy, a loss of appetite for life, and the feeling of operating on autopilot while continuing to perform at a high level.For anyone working in retail, leading teams, navigating a career crossroads, or wondering whether they're still climbing the right ladder, this conversation offers reassurance, perspective and practical wisdom.Stand Out Quote"You're never satisfied because you're always looking for the next step. One day I stopped and asked myself what my next career move would be, and realised it was actually what I didn't want." – Maria LaffónAbout MariaMaria Laffón is an Executive Coach specialising in leadership development, career transitions and personal growth for retail and commercial professionals. Drawing on her experience as a senior retail leader, she helps ambitious professionals create clarity, confidence and sustainable success while navigating change and growth.Listen NowIf you've ever felt stuck on autopilot, questioned what's next in your career, or wondered whether success should feel different than it does, this episode is for you.Send us Fan Mail🎧 Please consider sharing Coach Class with someone who’d enjoy it — and leaving a review on your podcast platform. It genuinely helps more people find the show.

June 2, 2026Episode 427 min

Coach Class with Phil Wilkinson: Authenticity, Change and Finding Your True Value

What happens when you go from being a big fish in a small pond to a tiny minnow in one of the UK's biggest retailers? And what do you do when opportunity arrives disguised as discomfort?This week on Coach Class, I caught up with former Asda colleague Phil Wilkinson (or "Wilko" to those who shared the Asda House years). Phil's career journey has taken him from the trading floor at Asda to leading digital commerce and omnichannel experience across Europe for some of the world's biggest brands, but this conversation is less about job titles and more about the people and moments that shape us.Phil reflects on the leaders who left their mark, from Phil Briggs encouraging individuality and innovation, to Jane Franklin's unwavering support and Graham "Big G" Chadwick's ability to bring people together and create trust.The conversation explores:Going from a "small fish in a big pond" and learning to find your placeWhy leadership isn't always about being the technical expert in the roomThe power of credibility, trust and relationshipsThe uncomfortable reality of impostor syndromeMoving from Asda after 13 years to relocate to Ireland and join Kellogg'sThe emotional "change curve" — excitement, doubt and the inevitable "What have I done?" momentWhy embracing change often creates the biggest opportunities for growthAuthenticity, vulnerability and building trust as a leaderOne of the strongest messages from Phil is that we often wait until we feel fully qualified before stepping forward, when in reality growth usually starts before confidence arrives.As Phil puts it: "You don't need to be perfect. You need to be authentic. You need to be yourself."Listen now and subscribe to Coach Class for more conversations about leadership, careers and the moments that shape us.Send us Fan Mail🎧 Please consider sharing Coach Class with someone who’d enjoy it — and leaving a review on your podcast platform. It genuinely helps more people find the show.

May 8, 2026Episode 332 min

Escape Into the Truth: Russell Craig on Crisis, Confidence and Being Thrown In

In this episode of Coach Class, I sit down with Russell Craig, someone I’ve known for a long time and genuinely count as a friend.Russ has built his career right at the sharp end of reputation, from Manchester Airports Group to Asda and now AO.com.We talk about the journey behind that, from being a curious teenager inspired by House of Cards, hustling for experience in local newsrooms and radio stations, to being thrown into high-pressure roles early in his career, including fronting national media interviews at just 21.In this conversation, we explore:How early opportunities and mentors (like Andrew Coker and John Spooner) shaped his pathWhat it really takes to lead in a crisis, from airports to supermarketsWhy “escaping into the truth” is such a powerful principle in commsThe importance of relationships, curiosity, and backing yourselfAnd what motivates him today — working alongside John Roberts to create opportunities for young people and drive meaningful changeIt’s an honest, reflective conversation about leadership, judgement, and the moments, big and small, that define a career.Above all, it’s a reminder that success isn’t about ego or performance, it’s about being genuine, humble, and human.🔑 Key TakeawaysStart anywhere — experience beats perfectionCareers are shaped by people who back youIn a crisis, don’t spin — find the truth and start thereLeadership is about bringing people with you, not telling them what to doPurpose evolves — and can become your biggest driverSend us Fan Mail🎧 Please consider sharing Coach Class with someone who’d enjoy it — and leaving a review on your podcast platform. It genuinely helps more people find the show.

April 13, 2026Episode 236 min

From Surviving to Thriving: Sally Wort’s Journey to Confidence, Freedom and Saying Yes!

In this episode of Coach Class, I had the pleasure of sitting down with Sally Worts, a garden designer, yoga teacher in training, and quietly influential content creator, whose journey is a powerful story of reinvention, resilience, and saying yes to life.Sally and I first met on a yoga retreat in Goa, where a group of strangers quickly became a close-knit tribe. But behind Sally’s calm, grounded presence lies a much deeper story.Sally shares how she began her Instagram journey during breast cancer treatment, using creativity and community as a lifeline through one of the most challenging periods of her life. What started as a weekly post became a source of confidence, identity, and ultimately transformation.The conversation explores Sally’s evolving relationship with wellbeing, from giving up alcohol and discovering yoga, to embracing cold water swimming, garden design, and life coaching. Along the way, she reflects on rediscovering her sense of self after years of putting others first, and how she’s learned to prioritise what truly matters.Now, at 57, Sally is stepping into a new chapter, training as a yoga teacher, studying life coaching, and planning a solo return to India to deepen her practice.This is a conversation about:Finding strength through adversityBuilding confidence later in lifeThe power of community and shared experienceLearning to say yes, and knowing when to say noCreating a life rooted in wellbeing, purpose, and authenticityA thoughtful, honest and uplifting episode that will resonate with anyone navigating change, searching for direction, or wondering if it’s too late to start again.🔑 Key TakeawayIt’s never too late to rediscover who you are — and sometimes the smallest “yes” can change everything.Send us Fan Mail🎧 Please consider sharing Coach Class with someone who’d enjoy it — and leaving a review on your podcast platform. It genuinely helps more people find the show.

April 8, 2026Episode 133 min

From Direct Line to Digital Transformation: Curiosity, Connection, and the Courage to Change Course with Justin Skinner

In this episode, I reconnect with a colleague from the start of my career Justin Skinner to explore a career shaped by curiosity, adaptability, and a passion for improving customer experience.From early days in PR to helping launch Direct Line Group’s first digital presence, Justin has consistently stepped into roles where there was a problem to solve. His journey spans industries—from insurance to entertainment—culminating in a transformative 11-year stint at Cineworld Group, where he helped redefine the cinema experience for the digital age.Most recently at Merlin Entertainments, Justin focused on rebuilding teams post-Covid—placing trust, connection, and coaching at the heart of leadership.💡 Key Themes & Insights1. Curiosity as a Career CompassJustin’s career wasn’t linear—it was driven by intrigue and opportunity. Moving industries wasn’t a risk; it was a chance to apply principles in new contexts.2. Digitising the Analogue WorldAt Cineworld, Justin helped transform a stressful, outdated cinema experience into a seamless digital journey:Online booking and seat selectionReduced queues and frictionReframing staff roles from transactional to hospitality-focusedPricing innovation inspired by platforms like AmazonThis work helped set the standard that competitors would later follow.3. Leadership = Empowerment + TrustTwo standout influences:Leaders who provided guardrails but freedomEnvironments where teams were trusted to shape strategy and deliver outcomesJustin now applies the same philosophy in his own leadership.4. Building Credible TeamsA simple but powerful idea:Credibility = Competence + ConnectionAt Merlin, rebuilding a post-Covid team meant:Hiring strong individualsInvesting in connection and trust-buildingCreating space for vulnerability, feedback, and alignment5. Coaching as a Performance LeverJustin invested in team coaching (including a two-day offsite at Chessington), recognising that:Self-awareness drives collaborationDiverse personalities strengthen outcomesStrong relationships enable teams to navigate pressure together6. Click & Connect MarketingJustin’s next chapter focuses on a simple but timely idea:How do you build human relationships in a digital world?As AI and data reshape business, Justin believes:Digital enables scaleBut human connection drives real progress🧠 Standout Quote“Happy teams equals happy customers equals sustainable profits.”🚀 What You’ll LearnHow to navigate a non-linear career across industriesWhy digital transformation starts with customer experienceThe importance of empowerment in leadershipHow to build high-performing, connected teamsWhy human connection matters more than ever in a digital and AI-driven world🎯 TakeawayTechnology evolves. Industries shift.But the ability to stay curious, adapt, and build meaningful human connections—that’s what endures.🔗 About the GuestJustin Skinner is a senior digital and commercial leader with experience across financial services, entertainment, and transport. He is now exploring new opportunities through his consultancy, Click & Connect Marketing, alongside a Non-Executive Director role at Heathrow Express.Send us Fan Mail🎧 Please consider sharing Coach Class with someone who’d enjoy it — and leaving a review on your podcast platform. It genuinely helps more people find the show.

April 1, 2026Episode 1034 min

Understanding Anxiety With Ted Bradshaw: What No One Teaches You Early Enough

In this episode of Coach Class, I sit down with Ted Bradshaw — cognitive behavioural therapist, coach, and educator — to explore the space where psychology meets coaching.Ted shares his journey from being a nervous, anxious teenager to working in NHS mental health services, and how his early curiosity about people — combined with a love of problem-solving — led him into CBT. Along the way, he reflects on a simple but powerful question that still drives his work today:why aren’t we taught the tools to understand our minds earlier in life?The conversation explores:The relationship between therapy and coaching, and where the boundaries lieHow CBT works in practice — combining empathy with structured thinkingThe role of thought patterns and self-beliefs in shaping behaviourWhy understanding anxiety can make it feel less overwhelming and more manageableTed and I also discuss how our understanding of mental health has evolved:Previous generations often lacked the language to describe anxiety, sometimes appearing withdrawn rather than “anxious”Today, we’re better at naming mental health experiences, but still learning how to live with themThe impact of Covid on young people, including increased worries around safety, germs, and social situationsA key theme throughout is Ted’s idea of helping people move from being the subject of their thoughts to observing them — a shift that can create space, perspective, and choice.The episode also touches on:The importance of accessible, practical psychological toolsHow people learn differently — and why coaching and teaching need to adaptTed’s growing body of work, including his Substack and podcast, Things I Want My Kids to Know, where he explores topics like social anxiety, panic attacks, and overthinkingUltimately, this is a conversation about making sense of how we think and feel, and equipping ourselves — and the next generation — with the tools to navigate life with greater awareness and resilience.Send us Fan Mail🎧 Please consider sharing Coach Class with someone who’d enjoy it — and leaving a review on your podcast platform. It genuinely helps more people find the show.

March 26, 2026Episode 937 min

The Work Happens in the Gaps: Leadership Lessons from Karl Martin

In this episode I sat down with Karl Martin, a highly respected commercial leader whose career spans some of the UK’s biggest retailers, including Asda and Sainsbury's.Karl reflects on the moments that shaped his leadership — from his early days finding his way into retail to leading high-pressure commercial roles, and the lessons he carries from a career built on instinct, experience, and backing himself.The conversation explores leadership through influence, the importance of direct feedback, career-defining moments, and why success is ultimately about building a life on your own terms.Early influences and finding retailKarl didn’t set out with a grand plan to work in retail.While studying at Manchester Metropolitan University, he took a placement at Sainsbury's and discovered he loved working in stores — particularly in fresh produce.A decisive moment came at a company event, where he made a beeline for the most senior director in the room, sat next to him, and started a conversation. That led to an opportunity in buying — and set him on his path.Careers often begin not with a plan, but with a decision to put yourself forward.Creating your own opportunitiesKarl’s early career is full of moments where he stepped forward rather than waited. From pushing himself into conversations to taking on roles he didn’t fully understand, he learned that confidence follows action.His advice today is clear:Don’t just send emails.Get yourself in the room.Leadership happens in the gapsOne of Karl’s most powerful insights is simple:Organisations have structure, but the real work happens in between it.As leaders become more senior, success depends less on hierarchy and more on influence — working across teams and getting things done without direct authority.The power of direct feedbackKarl is known for being direct. He reflects on the importance of honest, timely feedback — even when it’s uncomfortable. In Rebecca’s case, what felt like a tough conversation became a defining moment in her leadership journey.The best leaders don’t avoid difficult conversations — they use them to help others grow.Backing yourselfA recurring theme in Karl’s story is trusting your own judgement. From stepping into buying roles to navigating complex challenges, he learned to back himself — even when the path wasn’t clear.You can’t connect the dots looking forward. You have to take opportunities as they come and make sense of them later.Learning from othersKarl has been shaped by mentors, colleagues, and a core set of books, including:The 7 Habits of Highly Effective PeopleMan’s Search for MeaningWho Moved My CheeseThe First 90 DaysAt one point, he created his own “Desert Island Discs” — a record of the people and lessons that shaped his career.Work, life and perspectivePerhaps most distinctive is Karl’s relationship with work. He has always worked to live. Sport, music, and family come first — with work sitting alongside them, not above them.Even after senior roles, his career has been shaped by choice: stepping back, exploring new ventures, and deciding what comes next on his own terms.Advice to the next generationKarl’s advice is straightforward:Push yourself.Put yourself out there.Don’t rely on sending messages and hoping something comes back.Because careers are built through action, relationships, and the willingness to step into the unknown.Send us Fan Mail🎧 Please consider sharing Coach Class with someone who’d enjoy it — and leaving a review on your podcast platform. It genuinely helps more people find the show.

March 16, 2026Episode 823 min

Kindness Isn’t Weakness: Leadership Lessons from PureGym COO Rebecca Passmore

In this episode I sat down with Rebecca Passmore, Group Chief Operating Officer at PureGym, one of the UK’s largest and fastest-growing fitness businesses.Rebecca reflects on the formative moments that shaped her leadership philosophy — from growing up around a family business, to her early career at Aldi and Asda, and the lessons she carries into leading a fast-moving international organisation today.The conversation explores work ethic, leadership style, mentorship, and why kindness and fairness remain central to how Rebecca leads.Early influences and work ethicRebecca credits her early outlook on work to watching her father and grandfather run their own business.Saturday mornings often meant her father heading to the office to deal with whatever needed doing — sometimes Rebecca got to tag along with colouring books while the adults worked.Seeing first-hand the commitment required to run a business shaped her attitude to leadership and effort.Today she describes herself as “all in” when it comes to work — not separating career and life into neat compartments but seeing them as part of the same journey.Lessons from Aldi and AsdaRebecca began her career on the graduate programme at Aldi before joining Asda, where several defining moments helped shape her leadership style.One pivotal experience came during a difficult conversation with a senior leader who challenged her “command and control” approach when she moved from field operations into a central leadership role.The feedback was direct and uncomfortable — but it forced Rebecca to recognise that leadership in a collaborative environment requires influence and relationships, not authority.She still credits that moment as one of the most valuable pieces of feedback she ever received.Backing your own judgementAnother turning point came when Rebecca organised visits to Aldi stores while helping develop Asda’s smaller supermarket format.At the time, discount competitors were not always openly discussed inside the organisation.Although the initiative drew criticism internally, it was the first moment Rebecca clearly remembers backing her own judgement — trusting that she was doing the right thing even when others disagreed.It was an early lesson in leadership courage.Kindness as a leadership principleA third experience had the opposite effect.After being dismissed by a senior leader during an introduction in the corridor, Rebecca remembers feeling the moment as unnecessarily unkind.It became a personal promise: she would never treat people that way as a leader.For Rebecca, kindness is not weakness — it means being fair, thoughtful, and adapting your leadership style to bring out the best in others.The responsibility of leadershipRebecca believes leaders must recognise the influence they have on those around them.In organisations where teams are young and ambitious, particularly between the ages of 25 and 35, people are actively learning how to lead by watching others.That means leaders must be conscious of how they show up — because behaviours and attitudes are often copied.Advice to her younger selfLooking back, Rebecca’s advice to her younger self is simple:Enjoy life more.While academic grades are important, they only take you so far. Experiences, relationships, and becoming an interesting person are just as valuable when building a career.Her message to young people today is to aim for strong results — but not at the expense of living fully and developing as a person.Send us Fan Mail🎧 Please consider sharing Coach Class with someone who’d enjoy it — and leaving a review on your podcast platform. It genuinely helps more people find the show.

February 25, 2026Episode 733 min

Why Is This Happening For Me? Leadership, Values and the Retail Journey – with Alastair Islip

Why Is This Happening For Me?In this episode of Coach Class, I’m joined by former Asda colleague Alastair Islip, now European Managing Director at Nulo Pet Food.Alastair’s career journey is anything but linear. He began on the Woolworths graduate scheme, moved into buying almost by accident, and after a formative year in America and a spell working as a distributor into Asda, found himself joining the business that would shape him for the next 13 years. From there, he went on to senior leadership at Pets at Home, stepped out on his own into consulting, and now leads Nulo’s expansion across Europe.What makes this conversation compelling isn’t just the career moves — it’s the values underpinning them.Alastair speaks warmly about his time at Asda and the culture at its best: respect for the individual, all colleagues one team, striving for excellence. He reflects on the influence of leaders like Duncan Cross, whose energy and will to win left a lasting mark. The idea of visible leadership — managing by walking around, setting standards through presence — clearly shaped how Alastair thinks about leading today.Importantly, he didn’t leave Asda because he fell out of love with retail. He left because he felt some of those values had faded, and he knew he wanted to work somewhere that still embodied them. That search for purpose and alignment led him to Pets at Home — and into a high-growth environment delivering double-digit growth year after year.It was also where imposter syndrome showed up loudly.Alastair talks openly about that feeling — wondering if he’d be found out — and about the reassurance he received early on: “Take three months.” Over time, he realised imposter syndrome isn’t something to eliminate, but something to manage. It can be healthy, as long as you recognise that you do know some stuff.After Pets at Home, he made the deliberate decision to go solo. Consulting brought early success — stronger and faster than expected — but it didn’t remove uncertainty. He still woke up worrying: what if it all disappears? That period led to one of the most powerful reframes in the episode:“Why is this happening for me, not why is this happening to me?”That shift in perspective changed how he viewed pressure, risk and opportunity. It’s also what ultimately led him full circle — one of his first consulting clients became his next role. Today, as European MD at Nulo, he’s building the brand across the UK, Italy and Spain, with further expansion underway. He’s scaling a team across countries, navigating hybrid working across time zones, and shaping culture from the ground up — without pretending to have all the answers.Throughout the episode, one theme keeps resurfacing: relationships.Having sat on both sides of the desk, Alastair is clear about what makes a strong supplier–retailer partnership. Treat people how you want to be treated. Be honest about what’s possible. Do what you say you will. Don’t screw anybody over. Whether buying toilet rolls or selling pet food, the fundamentals don’t change.This conversation is a reminder that careers are built on people and principles, that culture matters deeply, and that perspective can transform pressure into progress.When I asked Alastair what advice he’d give himself on day one at Asda, his answer was simple:“Smile and enjoy it.”Because even through the pressure, the uncertainty and the imposter syndrome, the ride itself is a privilege.Send us Fan Mail🎧 Please consider sharing Coach Class with someone who’d enjoy it — and leaving a review on your podcast platform. It genuinely helps more people find the show.