What are you willing to do to stop playing small?

That’s the provocative question Gill Moakes asked herself—and it completely changed the trajectory of her coaching business. In this episode of Scaling Expertise, I welcome Gill to talk about what it really takes to grow a coaching practice into a business that makes real money and real impact—without selling your soul to the algorithm.

Gill shares her journey from corporate to virtual assistant to powerhouse business coach, how personal loss pushed her to take bold leaps, and how she codified her one-on-one coaching into a scalable, step-by-step framework. We also dive deep into mindset shifts around “playing big,” pricing as women, and protecting your IP in the age of AI.

If you’ve been on the fence about growing your business in a way that feels aligned and expansive, this conversation is your permission slip.

Key Takeaways:

• Redefine Playing Big: Scaling doesn’t always mean going bigger—it means getting clearer and braver about what success looks like for you.
• Codify Your Coaching Journey: Turning your client experience into a step-by-step framework isn’t just helpful—it’s the foundation of a scalable business.
• Speak Like a Human: Ditch the coach speak. Messaging that resonates starts with the language your ideal clients actually use.
• Protect What You’ve Built: Your ideas, frameworks, and voice are assets. Own and protect your IP before someone else does.
• Raise the Bar (and the Price): Playing small often hides behind low pricing. Charge like you believe in the value you create.

Resources Mentioned in the Episode:

🔗 Visit Gill Moakes’ website

🔗 Book a call for The Coaching Business Academy

More About Our Guest:

Gill is an award-winning, international business coach who specialises in helping great coaches build phenomenal businesses. Gill is the founder of The Coaching Business Academy, the co-founder of Unapologetic Retreats and the host of the Heads Together podcast where she delivers a weekly dose of entrepreneurial real talk to coaches on the grow.

Connect with Gill Moakes:

• Website
• LinkedIn
• Instagram

Charity: MicroLoan Foundation

Connect with Erin to learn how to Turn Your Expertise into Scalable Recurring Revenue.

LinkedIn: www.linkedin.com/in/erinaustin/

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