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Fiona Damon


Business: Elite Coaching
What? Elite Coaching provide results-focused coaching for businesses looking to grow beyond their current level of success.

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How did the idea for your business first come about?

 I had worked in corporate for many years. I invested countless hours and long nights into attaining multiple degrees and impressive job titles with impressive companies. After giving birth to our amazing daughter, I went back to work when Amelia was 10 months old. She went to daycare and I went straight back into a high demand role. Whilst I loved the challenge of the role, success no longer had the same feeling, compared to the time I was missing with my family. I was ticking the “Super Woman” box, but I knew something was missing. Once the project I was leading was delivered, I made a choice. I chose to make a difference in a different way. I knew that I had valuable skills and knowledge which I could share with other business owners. Elite Coaching was born. Now I empower business owners to create change and grow their business in a sustainable way, without requiring “just more hours on the tools”. I am able to do this and have flexibility in my own business to manage being a Mum, a wife, a sister, and a woman who can have it all.

When did you have a ‘f*ck-it moment’ and decide you were going to go all-in and start your business?

It wasn't so much a 'f'ck it moment' as a light-bulb moment. I recognised an opportunity to create lasting change in a meaningful way by working alongside business owners and senior leaders of a variety of businesses, who are passionate about becoming their best and delivering phenomenal products and services to the marketplace.

What were some major challenges you had when starting your business? And how did you overcome them?

 Embarking on the journey of starting and running my own business has been fun, challenging, exciting and scary - all at the same time! And I wouldn't trade the personal growth and learning opportunities for anything!
One of the biggest challenges is redefining the term "business coach" and setting a new standard within the industry. This is definitely still a work-in-progress. Ultimately, Elite Coaching stands out from the crowd through a results-based approach that sees us committing to the businesses we work with like no other coach.

What has been your biggest “pinch me” moment?

 At Elite Coaching, we work with business owners who are committed to take their business to its next level of success. And it’s so much more than that. Any business will only grow as much as the owner does. One of my longest standing clients is a business owner who has created a niche business with an all-women team. It’s an established business and has had its fair share of challenges. Whilst the business was generating revenue and had a steady stream of customers, its financials did not reflect the real potential of the business. When I first started working with the owner, she wasn’t even paying herself a wage. Through working with Elite Coaching, she has developed more than business acumen alone. She has developed the self-confidence and given herself the permission to treat her business like a real business. She no longer sees “profit” as a swear word. And understands her business expansion and longevity means she can work with even more clients and employ even more staff. This is one of the many success stories Elite Coaching is proud to continue being a part of.

Starting a business can be gruelling - what keeps you motivated, and keeps you going?

Facilitating change within a business and being instrumental in creating success both for the business, its employees and owners, is by far the most rewarding and motivating aspect of what I do. I love sharing in the success of the businesses that I work with.

How do you create a work-life balance?

 For me, work-life balance is more about prioritising quality time with those people and doing the things that are important to me. Its about being 100% present in whatever I am doing at that moment. 
Family time means that there are no phones or distractions. It is the quality connection with my 5-year old daughter in whatever activity she chooses - imagination and creativity are always present.
And when I'm with a client, I'm all in. I see myself as one of their team and we explore the journey and meet the challenges together.