Kevin Stansfield: 10 Years of Purpose

What keeps a business owner motivated after a decade in business? For Kevin Stansfield, the answer is purpose.

After celebrating 10 years as an ActionCOACH franchise partner in May 2016, Kevin reflected on a journey shaped by personal development, business success and, above all, a desire to help small businesses thrive.

A chartered accountant with extensive experience in regional practice and industry, Kevin had spent 15 years working as a self-employed freelance Finance Director before deciding it was time for a change. He wanted to work with businesses in a broader way helping owners not just understand their finances, but build stronger, more profitable businesses and create better lives for themselves.

Finding a better way to help businesses

Kevin first discovered ActionCOACH through an article about business coaching. The idea immediately appealed to him, offering the opportunity to use his commercial experience while developing a more rounded approach to helping business owners succeed.

Friends and colleagues encouraged him to set out independently. Kevin, however, recognised the value of joining an established franchise with proven tools, systems and expertise.

“I felt it would take me five years to amass the tools, techniques and knowledge I’d have from day one with ActionCOACH. I didn’t want to wait five years before I was equipped to get motoring!”

For Kevin, franchising represented an investment in a faster learning curve, ongoing support and a community committed to continuous improvement.

“There are so many people there to support you, saying, ‘You can do it’ when you have those moments of doubt. I also like the ethos of self-development — it’s really strong, so you and your coaching business are improving all the time.”

Although joining ActionCOACH required a significant investment, Kevin believed the value of the brand, resources and support justified his decision. He saw it as a commitment to building a serious business with the right foundations.

Stepping beyond his comfort zone

Moving from accountancy into coaching meant developing skills that were new to Kevin. His professional background had given him strong financial and analytical expertise, but selling his services, networking and presenting to groups required a different approach.

“I’m a reserved accountant; I wasn’t used to sales or being on stage presenting. It was a big shift, but it was a welcome one. I discovered I’m more outgoing than my career to date had allowed, but I needed to be.”

Kevin learned that helping business owners meant getting out into the local business community, communicating the value of coaching and showing people how it could make a practical difference.

His willingness to embrace those challenges helped him build momentum. He became one of the early ActionCOACH franchise partners in the UK to reach £1 million in cumulative gross revenue — a significant milestone in the development of his business.

“I always had faith in what I was doing. I knew that if I followed the ActionCOACH approach, I’d build a major business and, more importantly, make a massive difference to the companies I coached.”

Building a coaching business with community at its heart

In 2011, Kevin took another step forward by joining forces with another coach to establish a dedicated training facility. With three coaching offices and a training room that could accommodate more than 20 business people, the facility created space for individual coaching, group programmes and shared learning.

The business served clients across a wide range of industries, company sizes and backgrounds. Some worked with Kevin weekly, fortnightly or monthly, while others joined group coaching programmes designed to make professional development more accessible to smaller businesses.

For Kevin, this variety was part of what made coaching so rewarding. Every business had its own challenges, ambitions and circumstances, but many owners shared a common goal: to build a business that gave them more time, financial security and freedom to enjoy life.

“My clients are all so different, all shapes and sizes. While the specifics of what they want are different, they all follow a similar pattern: more time and money to do what they want to do.”

Seeing clients achieve those ambitions continues to be one of the most meaningful parts of his work.

“It is such an honour when they acknowledge that without coaching they would not be where they are today. Why would I want to do anything else?”

Real results that make a lasting difference

Kevin’s client stories demonstrate why he remains so passionate about business coaching.

One client in the building sector had spent five years struggling under a crippling workload. Within nine months of working with Kevin, the owner had been helped to step away from the day-to-day demands of the business.

Another former client described a remarkable change in circumstances at a celebration dinner marking Kevin’s tenth year in business. The client had moved from packing products in a cold warehouse to enjoying retirement with homes in Cyprus and France — and took the opportunity to thank Kevin for the role coaching had played in that journey.

Kevin also secured his first client, a printing firm, just one month after launching his coaching business. A decade later, the relationship continued through group coaching, reflecting the value the client placed on ongoing learning and the business community Kevin had helped create.

Kevin recognises that client relationships naturally evolve as businesses meet their goals. His approach is to keep clients learning, growing and connected for as long as they find value in the experience.

Celebrating client success

The impact of Kevin’s work was also reflected in the achievements of his clients. At the 2016 Business Excellence Forum and Awards, one of his clients, Aqua Cooling Solutions, won the award for Best Service-Based Business.

The company, which specialised in industrial process cooling and related products and services, had also received significant industry recognition in the years leading up to the award.

For Kevin, client achievements like these are an important reminder that coaching can help business owners build stronger organisations and reach goals that once seemed out of reach.

His role was not to take credit for the work his clients put in, but to help them develop the clarity, strategies and accountability needed to make progress.

Growing a business and developing other coaches

As Kevin’s coaching business grew, it created opportunities for his family and his wider team. Just two years after launching the business, his wife, Jane, left her well-paid job to join him part-time as office manager.

Kevin also developed ambitions to expand the team and support more businesses across Hampshire. His plans at the time included bringing in four additional coaches over the following couple of years, with the longer-term goal of helping 200 local businesses.

His contribution extended beyond his own clients. Kevin became involved in coaching for charitable causes and supporting other ActionCOACH franchise partners during their start-up journeys. As a Master Coach licensed to train new franchise partners, he could share his experience with others entering the profession.

He also took opportunities to deliver training to fellow coaches, focusing on areas such as client retention and motivation.

For Kevin, giving back is an essential part of building a successful coaching business. The knowledge and encouragement he received from the wider ActionCOACH community had helped shape his own journey, and he wanted to offer the same support to others.

The habits behind a successful coaching business

Kevin believes that long-term success comes from consistently delivering value and helping clients make progress.

His approach includes setting clear 90-day plans, providing regular opportunities for education through workshops, bringing clients together to share ideas and celebrating their achievements.

These practices help create more than a series of individual coaching relationships. They foster a community where business owners can learn from one another, stay accountable and recognise how far they have come.

“I just love being a coach. It doesn’t feel like a job. When times are tough, I still can’t think of anything I’d rather do.”

That sense of purpose has helped Kevin navigate the inevitable challenges of business ownership and continue developing his business over the long term.

The power of having a clear purpose

When asked how he has stayed motivated over 10 years, Kevin explains that his priorities have evolved.

The early years were about survival and making the investment work. Later came the rewards many business owners aspire to: financial security, holidays, a new home and professional recognition.

But Kevin believes that lasting motivation comes from looking beyond those milestones.

“My purpose was, and still is, that I want to help small businesses like my parents had — struggling and not as profitable as they should be.”

His belief is that being in business should improve your life, not consume it. By helping owners build more effective and profitable companies, he wants to give them the opportunity to enjoy the rewards of their hard work.

At the time of his tenth anniversary, Kevin estimated that he had helped 263 businesses become better than they might otherwise have been without ActionCOACH.

“For me, the purpose is more important than the business itself. I would like to think that I am one of those who has made the biggest and widest impact in my local area. It only takes one of my clients to achieve their goals to make me realise that what I do for them is why I do what I do. How can you not be motivated by that?”

Discover your purpose with ActionCOACH UK

Kevin’s story shows how an established professional can turn years of experience into a new business, develop skills beyond their original career and build a business around a meaningful purpose.

Becoming an ActionCOACH UK franchise partner offers the opportunity to work with business owners, contribute to your local community and continue developing as an entrepreneur and coach.

If you’re considering a new direction, explore the franchise opportunity and discover what business coaching could make possible for you.

Ready to explore the possibilities?

Watch our overview video to discover more about becoming an ActionCOACH UK franchise partner.