How I Coach
A Behind-The-Scenes Masterclass Series of building The Ask, the six figure coaching business founded by Ellen Donnelly in 2020.
Live training and Q&A sessions in February and March ‘25.
Available individually or as a bundle.
Designed for coaches who want to build a thriving, profitable coaching business—with no fluff, just the real strategies that work.
The Coaching industry has exploded—but no one is talking about this piece of the puzzle…
Did you know that the new coaches in training skyrockets every single year? The industry has grown by 62% since 2019.
I firmly believe that the training for coaches needs to extend beyond learning how to coach, and into the skillset of running a (thriving) coaching practice — from a business, mindset and technical perspective.
Coaching is an incredible rewarding field, but only 30% of those trained coaches are able to sustain a full time living from their coaching.
Most of the business advice that I see for coaches focuses on the ‘getting the client’ aspect, and fails to acknowledge all of the other important work that goes alongside starting, and growing, a prosperous coaching practice.
That’s why I’m excited to be delivering this series of masterclasses—to provide a rare look behind the curtain and show you exactly How I Coach.
This level of insight is usually reserved for £5,000+ masterminds. But its available to you for a fraction of the cost.
I know that if I had access to this kind of raw detail five years ago, I would have grown my business a lot faster faster.
The Story Behind This Series
In 2019, I quit a prestigious Head of Talent role at a VC-backed startup—without another job lined up and with a new mortgage in tow (!).I then invested a chunk of my savings into a coaching qualification and decided to bet on myself to launch The Ask.
Since 2020, I’ve coached hundreds of ambitious, entrepreneurial professionals to design fulfilling businesses and multi-passionate careers and sustained a fully booked business with six figure revenues in the process.
Now, as I approach five years of doing this work, I’m ready to share my wisdom—a practical, honest look “under the hood” at what it really takes to build a thriving coaching practice and what it takes to make everything ‘click’.
Over the next six weeks, these masterclasses will take you inside my exact frameworks, tools, and approaches—what has (and hasn’t) worked—as I’ve built The Ask into a six-figure coaching business.
This is an open, transparent space to share with you, and for you to ask the exact questions you want to ask me about your own coaching practices.
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1. How I Attract Clients
The marketing, messaging, newsletters, funnels, and referral engines that have allowed me to work full-time on my coaching business—with no other income streams—and sustain six-figure revenue years since 2023.
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2. How I Price and Sell
How I structure discovery calls, explain and sell coaching services, set pricing, create discounts, and package my time effectively around seasonality and my schedule.
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3. How I Use Tools, Tech and Systems
The tech, tools, and systems I’ve set up (and abandoned) over the years—to work smarter, track client progress, stay organisd, and scale my time.
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4. How I Deliver Client Results
How I structure coaching programmes for success, deliver sessions, collect feedback, support clients between sessions, and adjust my approach when things aren’t working.
What’s the investment?
Each individual masterclass is an investment of £199 GBP—far less than a 1-1 session with me, while packing in just as much insight.
What’s included?
Each masterclass includes detailed insights, practical takeaways, links, screenshots, and behind-the-scenes breakdowns—I’m holding nothing back.
At the end of each session, you’ll also have 20 minutes for live Q&A, so you can get specific advice tailored to your coaching business.
How many do I buy?
You can sign up Masterclasses individually via the event page on Luma (by clicking Learn More above you can purchase via the event page), OR for the full "Coaching Business MBA" experience… Access all four masterclasses and get 30% off—total bundle price: £589 GBP
Replays available if you can’t join live.
30% OFF
30% OFF
“THE COACHING MBA”
Save 30% with all four masterclasses.
If you purchase the bundle you’ll be emailed with 4 x masterclass details!
Frequently Asked Questions
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This masterclass series is for coaches who are serious about growing their coaching practice. I won’t be dumbing down any of the content, so if you’re just starting out, some concepts might feel more advanced—but that’s fine too. It will give you a clear view of the path ahead.
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If you check out this page you’ll see the four masterclasses scheduled in February and March and the event descriptions of each one is included there.
You can just sign up to the ones that interest you, or get all four with the bundle. -
Yes—be my guest! But here’s why investing in these masterclasses beats piecing together free advice online:
No Hidden Sales Pitch
Many free resources exist to sell you into another programme or course. These masterclasses are standalone, complete products—I’m not trying to upsell you on anything else.
Time vs. Money: What’s Smarter?
You can spend hours sifting through scattered advice or invest once and get everything structured, tested, and ready to implement. Time is your most valuable asset—spend it wisely.
Expert Delivery Matters
I deliver workshops and coach weekly, this is my super power. Meaning you’re not just getting dry information—you’re getting engaging, motivating, and actionable insights from someone who has actually built a six-figure coaching business. And, you can hear the questions of the other coaches, too.
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Each masterclass is £199, or you can purchase all four and save 30% with the Coaching MBA bundle for £589.
Five years of learning from a six-figure coach ? It’s a steal.
If one of your coaching programmes costs £589 or more, consider how this Masterclass series will help you to sell many more, and break even with just one sale.
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No problem! Everyone who signs up will receive a recording, so you can watch (or rewatch) whenever it suits you until July 2025.
Please note I do not provide lifetime access to any of my courses. -
Coaching sessions are bespoke—they’re tailored to your unique challenges. In a 1-1 session, I rarely just tell you what I’ve done, because that won’t always apply to your business.
This masterclass series is not customised to anyone else—instead, it’s a raw, unfiltered breakdown of exactly what I’ve done to build a six-figure coaching practice.
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You can purchase the Coaching MBA Bundle and save 30% accessing all four trainings during any time between now and March. However the sooner you purchase, you will be able to join those first sessions live.
Please allow 1 working day to receive your Masterclass Zooms links upon bundle purchase. -
While this isn’t a 1-1 coaching session, I’ll be answering as many audience questions as possible in the 20-minute Q&A segment of each masterclass.
To get the most value, bring questions related to that specific topic!
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No prep is required, but if you want to make the most of it:
Bring a notebook to jot down key takeaways
Have a few questions in mind—I’ll answer them in the live Q&A
Think about your current challenges so you can apply what you learn instantly -
All sales are final.
The amount of information shared in these masterclasses is extremely high-value, so please purchase with discretion. -
All times in GMT.
Here’s the page with all events on too.
How I Coach: Attracting Clients
Tue, Feb 11, 5:15 PM
How I Coach: Pricing and Selling
Thu, Feb 20, 5:30 PM
How I Coach: Tech Tools & Systems
Mon, Mar 3, 5:00 PM
How I Coach: Delivering Client Results
Tue, Mar 11, 5:15 PM