Design the Life You Want, Then Build the Income to Support It
The step-by-step system that shows you how to build income around the life you want, without needing business experience, so you have more autonomy over your time, location and finances.
★★★★★
Since I left school, I'd worked in the same industry which was finance. It was a well respected career and enabled me to afford a mortgage, a nice car, and nice holidays etc.
But, in all honesty, I felt like my life was just mediocre.
The mistake I made was accepting the medicoracy for too long because I didn’t know what else to do, and things weren’t bad enough to force change.
But Then…
Faced with the loss of two people close to me, things all of the sudden became bad enough to force change.
I witnessed first hand how short life could be, far too short to spend it in a career that no longer excited me.
The mistake I made was not having a strategy. I quit my career, sold my house, and everything I owned with no plan whatsoever.
Just a campervan, my dog, and a clean slate.
This mistake cost me years and all of my savings.
If I had to do all over again, I would do it differently.
But, my journey taught me the biggest lesson I've ever learned…
The lifestyle you want to live should come first. The income you build to support it will naturally align.
I Bet You’ve Had it Wrong Your Whole Life…
The lifestyle you have now is a result of the career path you chose. Your success is measured by your paycheck.
When did you last stop and think if you actually want any of it?
If you sat down to design your life without thinking about money or work, what would it look like?
Most people never ask themselves these questions. They get to retirement and realise they've spent 40 years building a life they didn't actually want.
You don't have to. You can redesign this now, while you've still got time to enjoy it.
There are a lot of generic claims in this space.
Side hustles that make £10k a month. Quit your job in six months. Work one day a week.
In reality, you know it's not that easy. Scepticism here is smart. That kind of income takes time to build, and most people can't afford to lose their current income while they find out.
The Freedom by Design System works differently for three reasons.
One, it starts with the life, not the business. Most programmes skip straight to "what should I sell." This one doesn't. We define the lifestyle first, then filter every business decision against it. That's what stops people from accidentally building themselves a new version of the job they're trying to leave.
Two, it's the structured version of work that's already producing results. I've been coaching clients through this process 1-on-1 for the past year, and I've refined it into a 6-month programme so the framework is repeatable and the support is consistent. One client came to me after 20 years in a corporate role and now runs a lifestyle business that supports his travel. Another used it to clarify what she actually wanted out of the next chapter of her career before making any moves. The details differ. The framework is the same.
Three, I built it because I needed it. I left my own career without a plan and lost years and most of my savings figuring it out the hard way. The Freedom by Design System is what I wish I'd had. It's the structured path I didn't have, built for people who don't want to make the mistakes I made.
Introducing The Freedom by Design System
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The 4 C's framework delivered over 6 months.
Most programmes in this space get the order wrong. They start with "what business should I start?”, which is exactly why people end up building something they don't actually want.
This works differently. We start with the life. The income follows.
This programme is
PERFECT for you if:
✅ You've built a successful career over 15 or more years, and you're ready to use that experience as leverage, whether you're building on it or pivoting away from it.
✅ You want more freedom over your time, location, and income, without taking reckless risks with what you've already built.
✅ You're willing to test, iterate, and act on imperfect information rather than research forever.
✅ You can commit 10 to 15 hours a week for the next six months.
✅ You want structure and accountability from someone who's been through this themselves, not generic advice from someone who hasn’t.
This programme is
NOT for you if:
❌ You're still focused on climbing the career ladder and optimising for title, salary, and the next promotion.
❌ You're looking for a passive income scheme or a side hustle that promises big money for minimal effort.
❌ You're here for inspiration or ideas, not to actually take action.
❌ You want someone to hand you a ready-made business rather than go through the work of finding the right one for you.
❌ You'd rather stay behind a screen than have direct conversations with people about what you're building.
Still have some questions?
What makes your approach different from other lifestyle business programmes?
Most programmes in this space start with "what business should I start?" This one doesn't. The Freedom by Design System starts with the life you want, then works backwards to the income that supports it. That sequence matters because it's what stops people from accidentally building a new version of the career they're trying to leave.Most programmes are also built for a younger, less experienced audience. They assume you're starting from nothing. This programme is built for people who've already built a successful career and want to use that foundation, whether they're evolving what they do or moving in a new direction entirely.V
What kind of results have your clients had?
I've been coaching clients through this process 1-on-1 for the past year. The results vary because the goal varies. Some clients have launched lifestyle businesses that support extensive travel. Others have clarified what they actually want out of the next chapter of their career and made significant changes to their working lives. Others have stepped back from high-pressure careers they no longer wanted and rebuilt their time around what actually matters to them.The common thread is that they all walked in feeling stuck and walked out with a plan they were actively executing. I'm careful about sharing specific details because I respect my clients' privacy, but on the sales call I can talk through the kinds of transitions I've supported and whether your situation is something I've seen before.
Who is this programme actually for?
It's for people who've built a successful career over 15 or more years and now want more freedom over their time, location, and income, without putting the stability they've built at risk.Most of my clients are in their 40s, 50s, and 60s. They're professionals who've done well in traditional careers and have reached a point where the money isn't the problem anymore, the life is. They want something that fits them better, but they're cautious about how they get there, and they don't want to rush into something they haven't thought through.If you're earlier in your career, still optimising for promotions and bigger titles, this probably isn't the right programme for you yet. If you're at the point where you're quietly asking yourself "is this really it?", then you're exactly who I built this for.
Do I need a business idea before I join?
No. Phase 1 of the programme (Clarity) is designed specifically for people who don't yet know what they want to build. We work through your skills, your experience, the lifestyle you're designing for, and the realistic options that fit all three. By the end of that phase, you'll have one clear direction to test.If you do come in with an idea, that's fine too. We'll pressure test it against your lifestyle goals and the realities of what people will pay for, and either refine it, validate it, or replace it with something better. Either way, you leave Phase 1 with clarity.
I'm in my 50s or 60s. Am I too late for this?
No, and honestly, you're probably better positioned than someone in their 30s. You have more professional experience to draw on, a wider network, more financial stability, and a clearer sense of what you actually want. Those are significant advantages when building something new.The people who struggle in this work aren't people in their 50s or 60s. They're people at any age who aren't willing to have honest conversations, test their ideas, and do the work. If you're ready to do those things, your age is an asset, not a liability.
Is this therapy, mindset coaching, or a business programme?
It's a business programme. We'll talk about your lifestyle, your values, and what you actually want out of this next chapter, because those things matter when you're building a business around your life. But this isn't therapy, and it isn't mindset coaching in the way most people use that term.You won't spend weeks journaling about your limiting beliefs. You'll spend weeks building a real business with a real offer, having real conversations with real potential clients, and testing whether what you're building actually works. The mindset shifts happen naturally as a side effect of doing the work. They're not the point of the programme.If you're looking for pure mindset work or therapeutic support, there are better places to get that. If you're looking for structured, practical help to build a lifestyle business alongside your current career, this is it.
Can I do this while working full time?
Yes. This programme is specifically designed for people who are still in full-time careers and don't want to quit to figure out what's next. Every element of it, from the phase structure to the time commitment to the way we approach building income, assumes you have a full-time job and limited hours outside of it.The whole point is to build this alongside what you're already doing, so that by the time you transition out of your career (if that's what you want), you've already got something working. No dramatic quit-your-job moment. No burning the boats. A proper transition you've already proven out.
How much time does this actually take each week?
Realistically, 10 to 15 hours a week is what it takes to get the outcome. That includes our calls, the work you do between sessions, and the conversations you have with potential clients during Phase 2 and onward.I know that sounds like a lot. It is a lot. You're building something real in six months, and that doesn't happen on three hours a week. But most of my clients find they can make this work by being ruthless about what they cut (social scrolling, unnecessary meetings, poorly defended weekends) rather than by sacrificing family or rest.If you genuinely can't commit 10 to 15 hours a week over six months, this probably isn't the right time for you, and waiting until you can is a better call than starting and falling behind.
What does a typical week in the programme look like?
Each week you'll have one 1-on-1 call with me, one group session with the cohort, and work to do between sessions (usually a mix of reflection exercises, outreach, or building parts of your offer depending on the phase). You'll also have access to the private community for questions, support, and accountability between calls.The 1-on-1 call is where we work through what you're stuck on, pressure test your thinking, and set the focus for the week. The group session is where you learn from other people going through the same process, which is often where the most useful insights come from. The community keeps you from drifting when life gets busy.
Do I need to be tech-savvy?
No. The programme assumes you can send emails, join video calls, and use a web browser. Beyond that, any tools you need to build your business will be introduced as you need them, and the bonus AI Income Accelerator is designed specifically to help people who aren't comfortable with technology use AI tools to run their business more efficiently.V
What if I join and it's not right for me?
If you do the work and it's not delivering what you need, we'll have a conversation. I'm not interested in keeping your money if I haven't helped you. The specific terms of the guarantee are something we'll talk through on the sales call so you fully understand what's expected on both sides before you commit.That said, I'm selective about who I take into the programme precisely because I want to avoid this situation. The sales call is as much for me to make sure you're a good fit as it is for you to make sure the programme is right for you. If either of us isn't sure, we won't move forward.
You didn’t land on this page by accident.
You’re here because part of you knows something needs to change. You can keep doing what you’ve been doing, hoping things eventually feel clearer and easier.
Or you can choose to design the next chapter of your life on purpose.
The question isn’t whether you can afford to take this step.
It’s whether you can afford to stay where you are.
Every month that passes without a plan is another month feeling stuck in the same loop.
You don’t need to have everything worked out.
You just need to be willing to take the first step.
If you’re ready for something different, I’m here to help you make it happen.
Take that first step today.