The Coaching Edge: A Business Building Podcast

Hosted by Wendy McCallum

Business Entrepreneurship

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104

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Aug 2026

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September 7, 202639 min

Season 4 Opener: Ep 104 Your Business Is Allowed to Evolve (And So Are You)

I've been running the Business Building Bootcamp for years. It's been my signature offer. It's helped hundreds of coaches build sustainable businesses. And this summer, I decided to change it. Not because it was broken. Not because it stopped working. But because I've changed. My clients have changed. The market has changed. And what I built a few years ago doesn't quite fit anymore — for them or for me. So I'm evolving it. Restructuring it. Renaming it. And in this episode — the first of Season 4 — I want to tell you why. Because I think there's something in this story for you too. This is an episode about permission. Permission to let your business evolve. Permission to stop running something that no longer fits — even if it used to work beautifully. Permission to be responsive to your life, your clients, and the market — without making it mean you did something wrong before. We'll talk about the myth of "set it and forget it," the signs that something might need to change, and how to know when it's time to evolve an offer, a structure, or even your whole business model. I'll share what I've been building this summer — the Business Building Boutique — and why I made the changes I made. And we'll talk about repurposing: how to use what you've already created instead of starting from scratch every time. In this episode, I cover: The myth of "set it and forget it" — and why your business should evolve with you Signs it might be time to change: in yourself, in your clients, in the market My example: why I'm transforming the Business Building Bootcamp into the Business Building Boutique What I kept, what I let go of, and how I made the decisions The underrated power of repurposing content you've already created Being responsive to your real life — not just the market Why your clients are allowed to evolve too (and how to build offers that flex with them) Practical questions to help you decide if something in your business needs to shift Why evolution isn't failure — it's leadership Resources & Links: Learn more about the new Business Building Boutique here Get free and low-ticket business building resources here Upcoming Coach Connect Call (Free Community Call): Register here

August 31, 202630 min

Best of Re-Release EP 2 My Biggest Coaching Mistakes! (What Not To Do) Pt 2 of 2

This week I'm bringing back Part 2 of the very first episode series of The Coaching Edge — where I shared all the mistakes I made in my early years as a coach so you don't have to make them too. If you caught last week's re-release (Part 1), you heard me talk about niching, branding traps, and creating too many offers. This episode picks up where that one left off — covering social media myths, the long game of marketing, pricing, perfectionism, financial goal-setting, systems, and why asking for help is a strength, not a weakness. T hese episodes are where The Coaching Edge began, and they're still some of the most practical, honest advice I can offer coaches who are building their businesses. In this episode, I cover: Why social media won't save you (especially in your first year) The long game of marketing — and why what you do today might pay off years from now Why your pricing should reflect the value of the transformation, not your hourly rate Perfect is the enemy of good: why you should sell before you're "ready" How to set financial goals (and why playing it safe held me back) Creating systems that save you time and sanity Why getting help from someone who's been where you are can be the difference between success and failure Resources & Links: Free download: Launch Fundamentals Checklist: GET IT HERE $27 masterclass: How to Price Your 1:1 Coaching GET IT HERE The Business Building Boutique — self-guided courses, All Access, or VIP with private coaching: GET ALL THE INFO HERE

August 24, 202630 min

Ep 102: Best of Re-Release EP 1 My Biggest Coaching Mistakes! (What Not To Do) Pt 1 of 2

This week I'm doing something special — I'm bringing back the very first episode of The Coaching Edge. When I recorded this episode, I had no idea what this podcast would become. I just knew that coaches needed practical, honest information about building a business — the stuff that certification programs don't teach you. Now, almost 100 episodes later, this podcast has become something I'm incredibly proud of, and this community of coaches has grown into something really meaningful. This episode is where it all started. I share my story — how I went from burnt-out lawyer to coach, all the pivots and mistakes along the way — and I dig into some of the biggest mistakes I made in my first few years of business so you don't have to make them too. If you're newer to the podcast, this is a great place to start. And if you've been listening for a while, I think you'll enjoy hearing where it all began. In this episode, I cover: My story: from law to nutrition to life coaching to coaching coaches Why niching down earlier would have saved me years of struggle The branding trap: why your logo doesn't matter (and what to do instead) Why I recommend using your own name as your business name The mistake of creating too many offers and programs Why one-on-one coaching is the smartest place to start Resources & Links: Free download: Launch Fundamentals Checklist: GRAB IT HERE The Business Building Boutique — now available as self-guided courses, All Access, or VIP with private coaching: ALL INFO HERE

August 17, 202643 min

Ep 101: BEST OF Re-Release Ep 58 - What You Really Need to Start a Coaching Business (and What You Don't): Essential Tips for New Coaches

I've got another listener favourite re-release this week — and one I think every coach in the first year or two of business needs to hear. This episode breaks down exactly what you actually need to have in place to launch your coaching business — and what you don't. Because here's what I've seen over and over: coaches spending months (sometimes years) stuck in pre-launch limbo, pouring time and (way too much) money into the wrong things while avoiding the real steps that would actually get them clients. I'm covering 10 things you need and 10 things you don't — so you can stop spinning your wheels on unimportant tasks and start building a business that makes money. In this episode, I cover: The " shiny object" trap that keeps coaches stuck and broke 10 things you actually need before you launch (and what "basic" really means) 10 things you don't need — including some that might surprise you Why you don't need a fancy logo, a big following, or another certification Motion vs. action: where you're probably hiding How to protect yourself with scope awareness and liability insurance Why waiting for "perfect" means you'll never launch Resources & Links: Free download: Launch Fundamentals Checklist GRAB it HERE Free masterclass: 10 Ways to Get Clients Now GRAB IT HERE

August 10, 202643 min

Ep 100: Best of Re-Release Ep 63: The Focus Formula: How to Build Your Coaching Business in Just 8 Hours a Week

This week I'm bringing back a listener favorite — one of the most requested episodes in the archives. If you've ever felt like you're spending tons of time on your business but not actually getting anywhere, this one's for you. I'm breaking down why more hours doesn't mean faster growth, the difference between motion (busy work that feels productive) and action (the scary stuff that actually moves the needle), and exactly how you can build a thriving coaching business in just eight focused hours a week. Whether you're working full-time in another career, raising kids, caregiving, or just feeling scattered and overwhelmed — this episode will help you get focused and start making real progress. In this episode, I cover: The time trap: why "I don't have enough hours" is a myth What an eight-hour coaching business actually looks like (with real scheduling examples) Motion vs. action: why we default to busy work and how to stop Why constraint is actually your advantage My four-step focus formula: clarify, simplify, prioritize, systemize Examples of needle movers vs. nice-to-haves How the beta mindset makes action less scary Resources & Links: Business Building Support— learn more: www.wendymccallum.com/bbb Self Guided CCSI (Confident Coaching Skills Intensive): www.wendymccallum.com/ccsi FREE How to Get New Clients Masterclass: Grab it HERE

August 3, 202632 min

Ep 99: Best of Re-Release - The Best Business Building Advice You'll Ever Get

This is the first of five "Best Of" episodes I'm re-releasing in August while I take a break — and it felt like the right one to kick things off with. I'm sharing the single mindset shift that has shaped 16 years of business building for me: the idea that everything is a beta, and my business is an ongoing experiment. "Everything is a beta. It's not meant to be perfect. It's meant to be a learning experience that allows you to create something better the next time." What I Cover Why the most successful business owners are the most flexible and responsive — not the ones with a "perfect" plan What "beta mindset" actually means to me and how it's helped me drop perfectionism for good How perfectionism quietly kills progress, sales, and profit How I use beta offers to get clients faster, including selling and pricing on the fly Why I don't wait to finish a program before I sell it — and how I create content as I go How I use betas to test (and eventually refine) a niche instead of overthinking it My approach to beta pricing: why and how I discount the first time I offer something How betas double as a built-in system for gathering testimonials and social proof Real examples from my own business — including the BBB, CYFL, and a brand-new coaching skills intensive — showing how betas have shaped my programs, pricing, delivery models, and marketing over time The perfectionism trap: why I believe waiting for the "perfect" offer, niche, or landing page is really just delaying revenue Sell one ticket: my advice to coaches who stall on content — sell it before it exists, and let that commitment light a fire under you Three rounds of beta: how the BBB's content library doubled in its first six months, built almost entirely from beta feedback From 12 sessions to 6 (and maybe back to 12): a candid look at how I've repeatedly rebuilt my own one-on-one offer over the years A Mindset Shift to Try This Week I want you to write it on a Post-it note: "Everything is a beta". The next time you're tempted to hold back on launching something because it isn't perfect yet, ask yourself instead: is this good enough to put out into the world and learn from? Let's Connect I'd love to hear your thoughts on the Beta Mindset. Are you already practicing it, or is this a new idea for you? Send me your comments and feedback by email ( wendy@wendymccallum.com ) or through any of my social media channels. Looking for support? Check out my site at www.wendymccallum.com Download my How to Get Clients NOW Masterclass (FREE) This episode is part of my Best Of Re-Release series, running throughout August 2026. New episodes return after the break.

July 27, 202642 min

Ep 98 The Question Behind the Question- How to Hear What Your Client Actually Needs (Not Just What They're Asking)

When your client asks, "Should I leave my job?" — that's not really what they're asking. Chances are, underneath that question is something else. Maybe it's "Am I allowed to want something different?" or "Will I be okay if I take this risk?" or "Do you think I'm capable of more?" The same is true when a client asks, "What do you think I should do?" They're rarely asking for your opinion. They're asking for permission. Or reassurance. Or help trusting themselves. The best coaching happens when you stop answering the surface question and start responding to what's underneath. This is the skill that separates good coaches from great ones — and it's something you can develop with intention and practice. In this episode, I'm pulling back the curtain on how I listen for the question behind the question, the common patterns I've noticed after 15 years of coaching, and how to respond in a way that actually moves your clients forward. We're also going deeper into the big existential questions that often hide underneath the practical ones — questions about identity, values, purpose, and who your clients are without their labels. In this episode, I cover: • Why answering the surface question often misses the moment • Why most coaches miss what's underneath (and how to change that) • How to hear the real question: slowing down, listening for energy, trusting your gut • Common patterns: what clients are usually really asking when they say "What should I do?" or "Am I being too much?" or "Should I stay or go?" • The deeper questions about identity, values, and purpose — "Who am I without my labels?" and "What do I actually want?" • How to respond to the real question with gentleness and curiosity • What to do when you get it wrong • What this kind of listening requires of you as a coach • The connection between confidence and skill — and why practice matters • How to go deeper with the Confident Coaching Skills Intensive — self-guided or with a live cohort Resources & Links: • The Confident Coaching Skills Intensive — now available self-guided HERE • Interested in a private CCSI cohort for your group? Email me at wendy@wendymccallum.com • Business Building Support— INFO HERE

July 20, 202636 min

Ep 97 The Summer Slump - What to Do When Business Gets Quiet (And How to Set Yourself Up for a Strong Fall)

It's mid-summer. Your inbox is quieter than usual. Discovery calls have slowed down. Half your audience seems to be on vacation — and honestly, you'd like to be too. If you're feeling the summer slump, you're not alone. This time of year can feel unsettling for coaches, especially if you're used to measuring your worth by how busy you are. But here's what I've learned after 15 years in this business: summer isn't a problem to fix. It's an opportunity to use. The coaches who come into fall with momentum aren't the ones who panicked and hustled all summer. They're the ones who used the slower season strategically — to rest, plan, create, and prepare. This episode is a practical guide to making the most of summer without burning out or manufacturing fake urgency. I'm walking you through exactly what to focus on now so September doesn't catch you off guard. In this episode, I cover: Why summer slows down (and why that's not a sign your business is failing) The danger of panicking and hustling when things get quiet Why rest is the most strategic thing you can do if you're depleted How to batch and pre-create content: podcast episodes, newsletters, social media Planning your fall launch now — so you're executing in September, not scrambling Recording content for new programs you're planning to launch in fall or winter Creating or refreshing your lead magnet to build your list over summer Cleaning up your systems and backend while you have bandwidth Building relationships: checking in with past clients, nurturing warm leads, planting referral seeds Big picture fall planning: deciding your focus and reverse engineering your timeline A summer planning checklist to keep you on track Resources & Links: How to Price Your 1:1 Coaching Offers — $27 Pricing Masterclass The Confident Coaching Skills Intensive — now available self-guided Get It Done: Private Coaching with Wendy

July 13, 202643 min

Ep 96 When Marketing Feels Gross-10 Things I Don’t Do in My Coaching Business (And Why)

(Note: This is a RE-RELEASE. It was previously released in March 2026, but not sent to my email list, so you may not have heard it if that's how you access The Coaching Edge!) If marketing feels heavy, awkward, manipulative, or exhausting… it’s probably not because you’re bad at marketing. It’s probably because you’re trying to follow a strategy that doesn’t match your values. In this episode, I’m pulling back the curtain and sharing what values-based marketing actually looks like inside my own coaching business. I’m walking you through 10 things I don’t do — and why. This isn’t about being moral or superior. It’s about being congruent. Because when your marketing aligns with your personal and professional values, everything gets simpler. Decisions get cleaner. Boundaries get easier. And you stop resenting your own strategy. I share: Why I don’t coach in niches I haven’t personally lived Why I don’t manufacture urgency or use pressure-based launch tactics Why I don’t overprice just because I can Why I ditched ManyChat (even though it worked) Why I don’t automate intimacy in my DMs Why I don’t chase every platform — and how I decide where to show up How I help clients leave platforms that feel ethically misaligned Why I don’t promise unrealistic timelines Why I intentionally keep my rooms small Why I refuse to shame people into change We also talk about something I see all the time with coaches right now: Feeling like you have to be on Instagram. Feeling trapped by the algorithm. Feeling uncomfortable with platform ownership and ethics. Feeling like marketing has become performative. You don’t owe any platform your presence. You don’t have to build your business the way someone else did. You get to choose based on what matters to you. In this episode, I’ll walk you through a simple 5-step Values Audit you can use to evaluate your own marketing and make one aligned shift this month. Because the goal isn’t to build the biggest coaching business. It’s to build one you respect. Resources: Business Building Support — start anytime 1:1 Pricing Masterclass ($27) - grab it HERE The Confident Coaching Skills Intensive — now available self-guided Get It Done: Private Coaching with Wendy

July 6, 202637 min

Ep 95 It's OK to Not Want a 7-Figure Coaching Business (And Be Happy Where You Are)

A few weeks ago, I was invited to be a guest on a coaching business podcast. The host reached out, said I'd be a great fit, and sent me a link to book a slot. Before I could book, there was an intake form — including a question about my business goals. The options were something like: downsize to part-time, grow to seven figures, or I'm happy where I am. I chose the last one. And immediately got a message: "Sorry, all our slots are full." I was rejected — for being content. Now, in hindsight, this podcast may have been more of a sales funnel than a genuine interview opportunity — a way to identify coaches who might be targets for high-end business coaching programs or pay-to-play podcast spots. But regardless of the intent, it got me thinking about the message the coaching industry sends when the only version of success worth celebrating is aggressive growth. This episode is a bit of a manifesto. It's about redefining what success looks like in a coaching business — and giving yourself permission to want what you actually want, even if that's not seven figures. I'm sharing my own journey with money mindset and scarcity, seasons when I intentionally pulled back (including when my dad got very sick), and why I believe the real flex isn't scaling to a million dollars — it's building a business that supports the life you're trying to live. In this episode, I cover: The story of being rejected by a podcast for not having aggressive growth goals (and why that podcast may have been more of a sales funnel than a real opportunity) The coaching industry's obsession with "more" — and what message that sends The hidden costs of growth: time, peace of mind, health, relationships, creativity, freedom My own seasons of chasing growth from a scarcity mindset — and the work I've done to shift into abundance What happened when my dad got sick and I had to pull back (and why my business held) The difference between complacency and contentment The goals no one celebrates: working less, staying small, saying no to opportunities that would shrink your life Why I have just as much respect for a coach building a part-time retirement practice as one replacing a corporate salary How to define success on your own terms — not the industry's Resources & Links: Business Building Support — start anytime The Confident Coaching Skills Intensive — now available self-guided Get It Done: Private Coaching with Wendy