Martyn Alderson: From Global Security Leadership to Business Coaching

After 25 years working across three continents, Martyn Alderson returned to the UK with extensive experience in security, facilities management and business leadership. Having worked with organisations at different stages of development, from start-ups to established FTSE 100 businesses, he had spent much of his career dealing with the challenges of running and growing businesses.

When he returned home, he wanted to put that experience to use in a different way. He was keen to run his own business again, while helping other business owners overcome challenges and achieve their ambitions.

In January 2018, Martyn launched his ActionCOACH UK business. Since then, he has developed a one-to-one coaching practice, expanded his work delivering management masterclasses and taken on a role supporting the development of masterclasses across the wider network.

A career built across three continents

Martyn's professional background spans the military, security and facilities management. Over 25 years, he worked in a range of businesses and leadership roles across different countries, gaining experience of organisations operating in very different environments.

“I’ve always thrived in fast-paced environments where adaptability is key,” said Martyn.

“I started my own company in South Africa before moving into regional roles for FTSE 100 firms in Asia. Working with businesses of all sizes, some in their start-up phase and others more well established, gave me hands-on experience in what it really takes to scale and succeed!”

His international career gave him the opportunity to understand how businesses operate, manage people and respond to changing circumstances.

Eventually, family circumstances brought him back to the UK. His son's asthma was being made worse by the pollution in Jakarta, making a move increasingly important.

“My son has asthma and the pollution in Jakarta was making life really difficult for him. It was a tough decision but, in the end, there was no question. We had to move.”

Returning to the UK meant reassessing what he wanted from his next career move.

Finding a new purpose with ActionCOACH UK

Martyn knew he wanted to become a business owner again. He also wanted his next venture to draw on the experience he had gained throughout his career.

“I knew coming back home I wanted a fresh challenge. I wanted to run my own business again, but I also wanted to use my experience to help others. That’s when ActionCOACH reached out. It felt like the perfect fit. I’d spent years solving business challenges, and now I could use my knowledge to make a real difference.”

The opportunity offered a combination of business ownership and the support of an established franchise system. The financial potential was also an important consideration.

“ActionCOACH would allow me to build the business to provide an income comparable to the level of my salary abroad, but with the added benefit of building something for myself. It gave me the freedom to shape my own future while still having the strong support system you get from a franchise.”

Martyn launched in January 2018, taking his experience of corporate leadership into the world of business coaching.

“It was the best of both worlds. Entrepreneurship with the backing of a proven system. I knew this was the right next step, and I haven’t looked back since.”

Winning his first clients

One of Martyn's biggest early challenges was building a network in the UK. After spending 25 years overseas, he could not rely on established local contacts to generate business.

“Working abroad for 25 years, I didn’t really have a network in the UK, so I had to start from scratch. I bought a page of data and just got to work. Phone, mail, phone. It was all about persistence.”

He committed to following the ActionCOACH UK approach to business development, putting the systems into practice and making consistent contact with potential clients.

By March 2018, just two months after launching, he had secured his first client.

“I knew the system worked, so I committed to it completely. Step-up week, telemarketing, daily outreach. Sticking to the process paid off. The first client gave me the confidence I needed to know I was on the right track.”

Martyn also joined his local BNI chapter to build relationships and create further opportunities.

“It opened a few more doors and brought in a couple more clients. It reinforced what I already knew. Building relationships is absolutely key to business growth.”

His early experience helped establish the foundations of the business and gave him confidence in the approach he had chosen.

Helping business owners understand what needs to change

At the time of his original interview, Martyn was working with eight one-to-one clients and running the business himself.

His experience in large corporate organisations had given him some familiarity with the principles behind business coaching. He had seen elements of the ActionCOACH approach in his previous roles, but felt the organisation offered something particularly valuable to businesses through its management masterclasses.

“I saw a lot of what ActionCOACH does when I was working in the corporate world.

“I can tell you, ActionCOACH certainly does it a lot better, especially when it comes to the management masterclasses they deliver. They are offering so many more businesses something much more valuable.”

As his coaching experience developed, Martyn also became more confident in understanding which parts of the ActionCOACH system would help different clients.

“I’ve got a much better grip of the ActionCOACH system now. I know what works for my clients when I’m coaching them too. I’ve found that you get better results when your clients are open to having a guide.

“It’s all about showing them where they are, understanding why they’re there and working together to figure out the solutions.”

For Martyn, effective coaching starts with understanding the business owner's current position. From there, he can help them identify the issues holding the business back and work through the changes needed to improve performance.

Developing management masterclasses

Alongside his one-to-one coaching, Martyn has been building his work around ActionCOACH UK’s management masterclasses.

At the time of the interview, his short-term target was to increase his regular monthly invoicing from one-to-one clients to £20,000, working with approximately 10 to 12 clients.

He also wanted to expand the number of 12-week masterclasses he delivered, using a longer format to give participants more time to apply what they learned.

“I want to run more 12-week masterclasses, but I stretch them out over 24 weeks. I like having an accountability session every other week to make sure my clients are really digesting what I’m teaching them and putting it into practice.”

This approach gives participants time between sessions to put ideas into action and discuss their progress. It also reflects Martyn's belief that learning needs to be followed by practical implementation.

He has also taken on the role of nominated masterclass guru within the ActionCOACH network, working with colleagues to develop and improve the programmes.

“It’s a new role and it’s a great opportunity. I’m working with the team to keep improving what we’re offering. There’s so much opportunity for collaboration as a network of coaches and senior partners.”

The role gives Martyn another way to use his experience, contributing to the development of coaching and management programmes beyond his own client base.

The value of the ActionCOACH UK community

When asked what he values most about being an ActionCOACH senior partner, Martyn points to the people around him and the support available throughout the network.

“The best part of being an ActionCOACH senior partner is the community, the support and the system as a whole. If you reach out to the network, you’ll always find support. Everyone is on your side and wants you to do well.

“It’s not just about the business; it’s about the people you work with. There’s a genuine sense of camaraderie, and that makes a huge difference.”

Having built his business from scratch after returning from overseas, Martyn understands the importance of having people to turn to. The network gives him access to other coaches and senior partners who share their experience and are willing to help.

It is an aspect of the franchise that he sees as particularly valuable for people starting their own business coaching journey.

Martyn’s advice for becoming a business coach

For anyone considering joining ActionCOACH UK, Martyn believes the starting point should be a genuine interest in helping other businesses and the people who run them.

“If your heart is the prosperity of the business community and you genuinely enjoy helping people, then this is absolutely the business for you. If you have the passion for helping others to succeed and can see the value in the long-term impact you can have, you’ll no doubt thrive at ActionCOACH. It’s incredibly rewarding, and the community you build along the way makes all the hard work worthwhile.”

His own journey has taken him from military service and international corporate leadership to building a business coaching practice in the UK. The experience he gained across different countries and organisations now informs the way he works with business owners.

For Martyn, the opportunity is about putting that experience to practical use, helping business owners understand their challenges and make progress towards the businesses they want to build.

Discover how an ActionCOACH UK franchise could help you build a business with purpose, flexibility and the support of an established coaching community.