In this inspiring episode, Sarah sits down with the "rather marvellous" Alex Atherton to explore his incredible journey from education leader to award-winning keynote speaker and author. After 25 years in education (including over 12 years as a secondary school head teacher), Alex took a leap of faith in 2018 to build something entirely new.

What started as school consultancy evolved into coaching, then blossomed into a thriving speaking business that now generates the largest chunk of his income. Along the way, Alex wrote his debut book The Snowflake Myth, challenging negative stereotypes about Generation Z - the very students he spent years supporting in challenging inner-city schools.

Key Takeaways

Start With Your Background (But Don't Stay There) - Alex emphasises that while you shouldn't limit yourself to your past, you absolutely must start there. His coaching clients weren't just educators - they were senior leaders across public sector organisations he'd worked alongside: police chiefs, NHS managers, local authority executives. The common thread? Complex, exhausting leadership roles that society needs done well.

The 82% Reality Check - Alex credits understanding that "more of this journey is about marketing than being able to coach" as crucial to avoiding the 82% of coaching businesses that fail. Having expertise isn't enough - you need robust marketing systems and ongoing support.

Business Evolution is Natural - From "coach who does some speaking" to "speaker who does some coaching" to "someone who knows about this stuff" - Alex shows how businesses naturally evolve when you stay open to opportunities and listen to market demand.

Community Makes the Difference - The ongoing support network proved invaluable. As Alex puts it: "The game changes continually" - algorithms, pain points, client expectations all shift. Having engaged peers to navigate these changes together provides a crucial competitive advantage.

About Alex's New Book

The Snowflake Myth challenges the tired stereotypes about Generation Z that Alex grew tired of hearing about his former students. Born from his speaking work, the book became his vehicle to engage with audiences far beyond education - from corporate leaders to farmers.

Get your copy:

📚 Amazon: https://www.amazon.co.uk/Snowflake-Myth-Explaining-workplace-beyond/dp/1836284713

🌐 Alex's Website: https://www.alexatherton.com/snowflake-myth

Available now (released September 28th)

The Transformation Timeline

• 2018: Left education after 25 years to give himself one year to earn a living differently
• 2020: COVID pivoted him from education consultancy toward coaching
• 2022: Discovered Know Your Niche and The Coaching Revolution
• 2023: Speaking business overtook coaching as the primary income source
• 2024: Became an award-winning speaker, published first book

For Aspiring Coaches

Alex's advice is refreshingly honest: expect to put in serious hours, especially on the marketing side, where you "know nothing or next to nothing." But he's proof that with patience, proper guidance, and willingness to evolve, you can build something remarkable.

His parting wisdom? If you're not prepared to invest in learning from people who really know what they're doing, "your coaching business is gonna come to an end pretty quickly and you might be going back to what you used to do with your tail between your legs."

The image of that outcome was "quite a driver" for Alex to engage fully - and look where it got him. Currently twinkling, as Sarah puts it, and loving every minute of the journey ahead.

Want to follow Alex's journey? Connect with him through his website or grab his book to see how he's challenging workplace myths and supporting the next generation of leaders.