For coaches who care about their service & impact as well as their profits

If you think you could be helping more people with your skillset and experience but don’t know how?

I help great coaches impact more people.

Many incredible coaches leave the fitness industry because they’ve never been taught how to run a business.

I teach excellent coaches how to build businesses they love & positively impact more people.

This will give you a chance to chat to Emma before signing up to make sure you are a good fit.
(we highly recommend this!)

WHY we created AFM:
We believe that some of the best coaches are held back by overwhelm & lack of confidence.

Our purpose is to help you see your potential & inspire you to take action.
How we do this:
The best businesses are built on solid business values.

Many coaches believe they have to sell out to grow a business this isn’t true.

AFM takes the overwhelm away from building a business & shows you where to focus your efforts to get the best results.

We provide the guidance & support you need to build a business based on your values.
WHAT we have created to help you succeed:

- A structured course to follow to grow your business based on over 20 years combined experience & input from industry experts.

- Weekly Q&A podcast with Emma

- Monthly business review

- Weekly mastermind calls to share ideas & network (hosted by Emma)

- 1-1 accountability calls to keep you on track

- A community of peers to push you & support you in equal measure.

- Access to leading experts so you can learn from the best.
All for 1 monthly price (£299 per month)

No tie in. No pushy sales.

Please note I prefer people do minimum of 3 months of 1-1 mentoring with me first.
Book a call to apply for this
here (there are limited spaces)

Meet your mentor:

Emma Storey- Gordon

What's different?

One of the key differences at AFM is that I get it.
Having a mentorship that is run by coaches, for coaches provides a depth of insight many mentors don’t have because they have never actually run successful online coaching businesses.

The online fitness space has evolved so much in the last few years that if you haven’t been in it, it is hard to stay relevant.

The biggest barrier I have come across to people on the edge about signing up to AFM is that they have been burnt by mentors in the past.

They’ve spent a lot of money on ‘10k a month plans’. This isn’t like that.

This is one of the reasons I created AFM.

Instead of just moaning that most business mentoring is a scammy I decided to create something better.

How do you know I won’t rip you off?

I guess you don’t. but I certainly wouldn’t put 10 years of reputation on the line for £299 a month.

There is no tie in, I don’t do pushy sales, I am not going to ‘press your pain points’

You should join because you get me on your team, invested in seeing you win & I go above and beyond to make sure you have all the tools and support for that to happen.


Do you post content every day but get minimal engagement and zero sales?

Do you work SUPER hard for your clients but feel that you are not getting rewarded for your effort?

Are you sick of being sold "a 6 figure business" or "10k months" and really making an extra £2000-3000 a month would be totally game changing?

If you answered yes to any of the above then this is for you.

We are looking for excellent coaches and trainers who are struggling to make sense of all of the business advice out there and just want to grow their businesses in an ethical and enjoyable way.


I personally run multiple 6 figure fitness coaching & education businesses and I have worked with countless coaches doinf the same.

Not only do I have this breadth of experience but I am doing this RIGHT NOW.

Via monthly business reviews and access via the community I will guide you towards your ideal business and life.

(For more information on what the business review includes keep scrolling) 👇


A constantly updated content library will be available to all members covering everything from finding your niche to how to run a sales call to how to build a software stack to best serve your clients.

The content is split into 3 sections:

  1. EVOLVING YOURSELF -Upgrade your mindset, be more effective

  2. BUILDING YOUR BUSINESS - Practical aspects of building an online business including software, hiring and outsourcing.

  3. EXPANDING YOUR IMPACT - Delivering more value so everything sales and marketing will be covered here.

(For more information on what is included in the course, keep scrolling and if there is something you'd like to see, let us know - new content will be coming out weekly) 👇


You are the average of 5 people you spend most time with.

We are curating a community of like minded individuals because we know how important it is to surround yourself with people on the same mission as you. Not only will we be guiding you in your journey but you'll have the support and collective wisdom of the whole community.


  • ❌ THIS IS NOT a "course" to get you to 10k as quickly as possible so you can call yourself a 6 figure coach and then leave you hanging (P.s. we can definitely help you get to 6 figures and beyond but we'd rather help you take the first step to begin with).

  • ✅ If you want to make an extra £2000-3000 a month or even double your income in a fun and sustainable way then you're in the right place.

  • ❌ THIS IS NOT a hand holding exercise where we guide you through every single tiny step.

  • ✅ We are creating independent business owners and personal responsibility is a huge part of long term success. We will hold you accountable and point you in the right direction but whether you succeed or not is on you.

  • ❌ We are not using paid traffic in our businesses and we won't be teaching paid traffic as this is not where our skills lie.

  • ✅ We will teach you how to deliver more value both to your audience and your clients and show you have to convert this into business and personal growth


Our vision is to create a community and environment that nurtures continued progress, both personally and in business.

If you are passionate about betting yourself and your business you are in the right place.

We believe that passion, inspiration and success are contagious. That is why it is important to surround yourself with people who will push you beyond your own limiting beliefs.

AFM is about giving coaches the accountability & confidence to grow their business, help more people, make more money & have more time.



Each month we carry out a group call where we guide you through the exact process we use to track our numbers on a spread sheet provided (don't worry, you won't have to share them with the group).

We reflect on our previous month and plan the month ahead. Once we've done that we will be taking questions on any topic and there will be time for everyone to ask whatever they want.


We have chosen to provide this as a monthly subscription with options to sign up for longer. The reason for this is that we realise building a business takes time and trying to do anything real will take longer than 2-3 months (think about how fat loss works, inevitably it takes longer to really get it nailed down).

Our price point (£299/m) encourages you to stay with us long term for the community and accountability EVEN as you use other mentors and coaches for specific areas of your business.

We have no doubt that you'll have no problem making an extra £299 per month from the support within AFMentors so this becomes a no brainer for the long run.


We are currently using a Facebook community because we want to maximise engagement. At some point we may migrate off Facebook but we don't want to compromise your experience by doing that too early.


A brief overview of what we'll be covering across 4 modules (the content library will grow weekly):


  • Introduction

  • Meet your Mentors

  • How to get the most from AFM

  • Course Layout, community rules and monthly review calls explained.


  • Introduction (Building a business is like building muscle)

  • Goal setting (motivation, passions, love what you do)

  • Limiting beliefs

  • Avoiding burnout (if you don't stay in the game you won't succeed)


  • Introduction (80/20 rule, consistency, identify what's working

  • Absolute Basics

  • Group vs high ticket vs digital products

  • Software


  • Introduction

  • Sales

  • Marketing 101

  • Organic marketing

  • Referrals

  • Email marketing

Join now