From survival mode to her best year on record.
How this business owner stopped holding everything together by herself —
and grew revenue by 30% in the process
the challenge
She was at her son's soccer game when her phone went off.
It was a client inquiry, of course, coming to her personal mobile — because when you're a founder-led business, that's generally the done thing. She felt conflicted whether to step away and answer it or let it ring out and sit with the anxiety of not knowing what she'd missed, either a potential new client or a current client that needed support.
She let it ring and the discomfort sat with her throughout the weekend.
On paper, the business was doing super well. Six years in with a client base that deeply trusted her, a strong referral network, and a really clear purpose. Her new client numbers had doubled in the previous year.
But she'd stopped surfing and catching up with friends for coffee. The things that had made her her were slipping down the priority list.
She was working sixty or seventy hour weeks. Newly separated, raising two young kids, bringing work home on weekends and not being able to be present — which felt really incongruent for her. Finalising a divorce, navigating an ADHD diagnosis for herself and one of her children, and managing a chronic health condition that was wrecking her quality of life.
She felt like she couldn't take her foot off the accelerator. Her nervous system had made that decision — this was the only way through. The work had become in part a protection from the emotional weight of carrying everything. It was conducive to a point, until it wasn't.
She'd tried to recruit a practice manager twice before, spending 12k each time — minimal candidates, no personality profiling, no onboarding support and neither of them lasted. So she'd started to believe she was the problem.
She absolutely wasn't.
What shifted was a conversation with a friend who's a client of mine, who told her what it had been like to bring on a practice manager matched on essence, not just experience. Even with her trust worn down and her belief pretty low, she booked a call to see if there was possibility.
When we first spoke, she felt like the only way to survive the next twelve months was to pull back on clients, disappoint people, and put her financial security and lifestyle at risk.
She felt like she'd run out of options.
Ten months in, she opened her most recent mentoring session with:
“When I zoom out, the progress is massive. Financially, this will be the best year by a mile. Like, huge.”
(Turns out it was 30% increase)
-Financial Services Business Owner & Founder
The three domains we focused on
Your values, decisions, alignment, relationships, & capacity
life by design
She felt like she had to choose between business success and quality time with her kids.
Values-aligned, financially driven, and well-being focused, she knew she had a critical window re-build security following her divorce and be there for her kids — but she'd lost the capacity to sustain life by design while the business was flourishing.
business by design
Your finances, client experience, team, and operations.
We ran an operations diagnostic which helped shape a really clear picture of where the money, time, and energy drains and pressure points were in the business.
While her inquiries had doubled, there was no effective system to track the pipeline or follow up on proposals — because she was at capacity and, despite deeply caring, couldn't get to them.
Meeting prep and follow-up were done from scratch every time, spilling into evenings and weekends.
And most significantly, because the nervous system was in overdrive and life by design conflicts had impacted her mindset, there was a tendency to over-deliver — missing around 80-90k worth of work from that single behaviour alone.
whole human
Physical, emotional, mental, and spiritual wellbeing.
She'd developed a chronic health condition as a result of carrying all of this. Her body was paying a price, and we saw that in her pathology results, her symptoms, her fitness, and her ability to engage in the things she cares about outside of work.
The evolution
1. Working with internal beliefs & patterns
We both knew recruitment was required. But we needed to build her trust in herself and others first, and her general capacity for what was happening in life and business, and get clear on what she was building and how that married with her life by design goals.
Part of that work was getting open and honest. She named her own patterns directly: a tendency to avoid hard conversations until they became really big ones, to silently redo work rather than give feedback, and to frame any correction as an apology for her own unclear instructions. That dynamic had kept things running through the hardest period but was no longer serving her as a founder and leader.
2. Operational tweaks & building capacity
We started by solving some foundational operational pieces — inbox management, project management, sales pipeline systems — and simultaneously worked on the mindset elements that needed to shift: the way she communicates with clients, the expectations she sets, the client experience, and her boundaries.
Once those foundations and capacity had been built, we were ready to design for the role based on essence.
3.Strategic Hiring
Before we wrote the job description, we did Enneagram profiling for her and her team member. We weren't recruiting to hand over a bunch of tasks. We were recruiting specifically to support a team and their unique working styles — to build operational, energetic, and financial capacity.
As part of the recruitment, we built a Playbook: a working guide to the team's communication style, energy patterns, how feedback is given and received, what trust looks like, and more — so the new hire could anticipate the team's needs from day one. It also built in a workaround for the feedback pattern that would have quietly eroded trust if we'd left it unaddressed.
The results
life by design
She was able to take a holiday without the high stress demand before and after that had always come with it. The team held down the business without her for the first time, and she felt genuinely relaxed and present — for the first time. Her two kids are now getting a lot more of their mum, physically and mentally.
She had a clear vision, and mental belief system that supported being able to get back to owning property post divorce. Simultaneously she found her self making surfing a non-negotiable, having the capacity to socialise more and holding stronger boundaries on the weekend when it comes to the work overflow or being “on” and available to clients.
business by design
Revenue is up 30% year on year. The sales pipeline now has a clear system and inquiries are being followed up, minimising the lost sales potential. A new pricing structure is being put in place to cater for the more complex clients who need more than the standard delivery model, minimising the sunk cost.
But the shift that matters most isn't in the numbers. It's in how she's showing up as the leader of her own business.
Twelve months ago, if something needed to be redone, she would have done it herself rather than say anything. If she did give feedback, she'd frame it as an apology for her own unclear instructions. If she got any pushback, she'd cave. Now she's speaking up — with her team, with clients, in her own life. Holding a position when things get challenged. Communicating what's actually on her mind rather than defaulting to people pleasing and conflict avoidance.
The new practice manager hire has landed better than either of them expected — the alignment, the trust building, the team finding its rhythm. She'd never had a hire where the motivation and values truly matched, we found THE ONE.
"This is exactly what I needed. I would not have been able to figure all of that out myself."
whole human
Within a few months of working together, the autoimmune attacks had stopped and haven’t returned since. Symptoms minimised, executive function clearer, anxiety significantly reduced. Her thyroid markers have also recalibrated.
When we started working together, she was in survival mode and feeling like she had to choose between her business and her kids. Now she’s been able to integrate both by design — look ahead, set goals for more growth, and make financial investments for her and her kids. Meanwhile, she’s running regularly, surfing regularly, and feeling like she wants to be more social.
That’s what growth that doesn’t cost you looks like.
“I was in all sorts a year ago. I wouldn’t have pushed back, I wouldn’t have spoken up, I would have just caved. Now I’m holding my position, I’m communicating what’s actually on my mind, the business is having its best year ever — and I feel a lot of that’s down to the work that we’ve done.”
-Financial Services Business Owner & Founder
If you recognise yourself in this story – you’re not alone, even though it feels that way at times. Whether it’s your first time seeking support, or you’ve already spent far too many thousands and feeling deflated, I’d welcome a conversation where you can pick my brain to some accessible solutions, and if suitable, chat about working together.
do you recognise yourself in part of this?
ways we could work together
Workshops
Half-day working sessions to work through your business design, how you're living it, and what's getting in the way.
Built around your uniqueness and preferences in business and life.
Depending on your needs, workshops can be virtual, in-house, or in the paddock with horses for equine facilitation sessions.
mentoring
Mentoring for business owners who are done separating who they are from how they work.
Your business, your life, and your whole health aren't separate, and the support you get shouldn't treat them that way.
You need someone where it’s okay to bring all of you into the conversation about your business, cultivating sustainability.
team development
When you need the right person beside you. Someone who genuinely gets your needs and builds your capacity for more.
Full recruitment partnership, or DIY with my methodology.
Catalyst — Group Mentoring For business managers working in a practice, who want the depth of mentoring with the energy of a group. A contained program for people ready to do the work alongside others who are in it too.
ABOUT KATEE
Sustainable business, for your growth, reflected by your life by design goals
I’m Katee. (Yep, like “Katie” but with two E’s)
I work with people whose situations are complex — businesses, leaders, lives that don't fit neatly into a single category.
I don't pretend things are simpler than they are. And I don't leave you drowning in the complexity either. There's usually a clear path through it when we can hold both.
I specialise in working with coaches, facilitators, speakers, authors and practitioners running expert-led businesses — and the people beside them.
Based on the Mornington Peninsula, lands of the Bunurong People, Australia. Working nationally and internationally with clients. (And in the paddock, with horses, when the work calls for it.)
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![charlotte holden]()
"I reached out to Katee because our business, Real Schools, had grown significantly over 18 months, but our systems and processes hadn't quite kept pace. We needed someone who understood not just our CRM and business operations, but more importantly, where we wanted to take our business — and someone who could collaborate effectively with our team.
Katee was perfect for this role. She brings a remarkably strategic mind and works with incredible efficiency. What sets her apart is her dual focus on elevating customer experience while driving commercial outcomes.
One of the most valuable things she did was facilitate internal workshops that gave everyone a voice to express their pain points and needs. She then skillfully brought everyone along on the journey, presenting solutions in a way that created genuine buy-in.
Beyond her professional expertise, Katie has this wonderful ability to anticipate business needs and solve them through a strategic lens. She's incredibly easy to work with and quick to deliver results.”
Charlotte Holden - Marketing Manager with Real Schools & Adam Voigt
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![Sophie Graves Coach & Facilitator Testimonial for Katee Gray]()
Sophie Graves - The Adapt Group - Coach & Facilitator
"Working with Katee, I reckon it's been the first time I feel like I'm working with someone that works like I do. Refreshingly different — and if I'm honest, alarming, because you don't expect it."
"Really responsive, professional — you do what you say you're going to do, in the time frame you say. I've always believed that's part of why I've been in business so long. And all of a sudden, I'm working with someone who just gets it. I can drop the mental load a little bit. Finally."
"You sense-make and untangle. You provide solutions. You get the business. I don't need to tell you all the things — you just know. And you think. It's been really interesting from both sides of the coin, because I'm seeing the value you bring by just being you, and it's reflecting back how my own clients feel working with me."
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![digby scott]()
“Katee's essence is that she cares. Every conversation I have, Katee has been one where I feel like I'm at the centre of the conversation. And she is elevating me, she's lifting me, she's just listening to me. And isn't that what we all want. And I just love that. And as a result, the engagements felt productive, and useful, and we can get into flow. If you're wondering, should I work with Katee? Let's go with Yes.”
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![richard young]()
"While my IP and delivery were solid, I knew our operational systems needed refinement to scale effectively.
What makes Katee extraordinary is her comprehensive understanding of successful practices combined with her unique ability to operate on two levels simultaneously. She brings both the detailed ground-level execution and a strategic 'floodlight view' of how everything interconnects.
Within days of working together, she transformed our fragmented pieces – systems, collateral, IP, newsletters – into a cohesive, aligned ecosystem.
Her clear vision of what success looks like at a systems level, combined with her ability to execute the practical elements, created immediate and lasting impact for our practice. That dual perspective is what sets her apart."
Richard Young PhD - Performance expert, Mentor and Author.
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![robert bihar]()
“Katee didn't just identify what I needed from a support person – she helped me understand why I needed it.
When she explained that my ideal support person needed to be proactive, she connected it directly to protecting my energy. It was a paradigm shift.
She has this unique ability to articulate what's truly important to you and then show how the right support can amplify it.
This wasn't just about getting help; it was about strategically preserving my energy for what matters most. That realisation was transformative."
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![col fink]()
“If you're the primary strategist or ideas person in your business, I'll bet there are SO MANY things you would love to get done but don't have the time or the technical expertise to make it happen.
"If only I could ....", you say "my business would be flying".With Katee in your corner, now you can.
She possesses the perfect combination of cleverness (to understand exactly what you want to achieve), strategic insight (to know the most effective way of making it happen), and practical skills (to then turn that vision into a reality).
If your business is hamstrung (as mine was) by a lack of technical skills or operational ability, Katee is your solution. Get her into your business and rather than being frustrated by technology, you'll be empowered by it.
She's a top shelf human as well, so you get good vibes as well as rapid progress. Highly recommended.”Col Fink - Business mentor & coach
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![sharon dann]()
“In just six months, Katee transformed our chaotic backend, consolidating 15 disconnected platforms into a seamless, efficient system, relieving me of a massive mental load.
Asana, a tool she introduced, has been a game-changer, enabling me to manage long-term strategic projects effortlessly.
Despite my past struggles with admin tasks and people, Katee made the process easy and enjoyable. She's not just effective—she's a fantastic person to work with.”
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![mikayla whetton]()
“Katee’s ability to make complex processes into seamless and integrated systems is invaluable. Her knowledge and experience across such a huge range of products and platforms means you always know you’ve got the most up to date and best practice information. Katee is extremely thorough from conception through to execution, and beyond. Ensuring both the customer experience and back-end management are given care and consideration. I would not hesitate to recommend Katee for support, consultation and implementation.”
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![penny terry]()
"As our business was growing rapidly, we knew we needed more robust support in both people and platforms.
What truly sets Katee apart is her deep understanding of the delicate balance between people, processes, and platforms. She helped us transform our overwhelming collection of tools and documents into a streamlined, future-proof system.
The impact was immediate – we've eliminated key-person dependency by getting everything out of our heads and into clear, transparent processes. The mental load has reduced significantly, with our platforms now carrying the weight we used to hold in our minds.
What surprised me most was Katee's extensive pre-existing knowledge; she'd done so much of the thinking before we even started, allowing us to move straight to solutions without wasting time.
She didn't overcomplicate things – instead, she found that perfect balance of tools and support that freed up our time and headspace to focus on what we do best. It was such a relief to have that level of insight and experience guiding us."
Penny Terry - Speaker, Mentor, Trainer & Podcaster & Lucy Byrne - Facilitator & Trainer
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![dave obrien]()
“Katee is an absolute gun! Her guidance and solutions are practical and she makes you feel more relaxed about finance and projects that are usually very overwhelming!"
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![Mary Butler]()
“I recently engaged Katee to help me identify the best support I need for my practice.
Katee asked all the right questions, and helped me to narrow down to my specific requirements. She really is the expert in this space.
Katee continued to keep in contact, making sure we had fully closed loop and I had all the elements I needed in place. I would highly recommend Katee if you're thinking of a reset in your practice or you're just levelling up. And she's just great to work with!”
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![Sarah Hodges]()
“Katee is nothing short of a magic maker!
When investing in a coach or mentor, you know it’s time for change but what I didn’t expect was the deep impact my time with Katee would have on my confidence.
Not only did she help me gain clarity on a new direction in my business, Katee also helped me see the intrinsic value I offered my exisiting clients and my distinctive difference from my competitors.
The momentum our calls created was electric with people reaching out noticing the shift in gear in my business, congratulating me on my success and lining up for discovery calls. Three months we worked together and now I am on my way to build my dream.
I highly recommend Katee to anyone who wants action, change and transformation because you will get it in spades!”
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![Georgia Murch]()
“I loved collaborating with Katee! One of her super powers is assembling all the pieces of a puzzle when solving complex problems. She collects information, deciphers data, and presents it in a super clear and pragmatic way.
This not only streamlined the entire process but also added so much value to the project implementation.”
Georgia Murch- Author, Speaker and Business Culture Coach
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![Nina Field Business Psychologist Testimonial for Katee Gray]()
Nina Field - Business Psychologist, Coach & Speaker
"Katee just really gets it. She has this amazing way of articulating what you're looking for, in a way that would have taken me so much longer. She cares so much, puts so much effort in, and produces something that feels written by a human, for a human."
"Working with her gave me clarity I didn't even know I needed. The result wasn't just a document , it became a reference point I kept coming back to, something that set expectations, anchored conversations, and gave my new hire the confidence to know exactly where she was headed."
"For me, a business manager is a complete game-changer. I almost rather pay her before I pay myself — because what she takes off your plate frees up your brain to actually move forward. And Katee is 100% the person to do it for you."
"Such good value. Do it as soon as you can afford it. Do it once, do it properly.”
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![Digby Scott - Facilitator, Mentor & Coach Testimonial for Katee Gray]()
Digby Scott - Website & Messaging Project;
"Working with Katee gave me clarity of language for what I'm trying to express and who I want to work with. She provided validation and expanded my perspective on how I describe what I want to do and who I want to do it with. Her process is really powerful."
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![Angus Jenkins Keynote Speaker Testimonial for Katee Gray]()
Angus Jenkins - Keynote Speaker & Leadership Coach
I was wobbling big time, and with such gentleness and kindness, Katee heard me.
She knew how important this was, and felt what I was trying to accomplish. She also recognised that I wasn't seeing some stuff that I was making way too complicated for myself.
Katee, I have such love and respect for you. This journey has done everything for me. It has been one of the highlights of my career.
You've killed it. I applaud you, I honour you, and just thank you for your heart and humanity, because you brought the best out of me.
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![Ann Braithwaite]()
"Working with Katee was exactly what my practice needed. We had reached a point where I knew we needed to level up our business management, but I wasn't even sure what questions to ask or how to find the right person. Katee guided me through the entire process with remarkable insight.
What sets Katee apart is her ability to understand both the practical needs of a practice and the leadership transformation required when bringing on a business manager. She doesn't just help you find talent; she ensures you're ready for the shift in identity that comes with stepping into a true leadership role.
Katee's magic happened during onboarding, where she created a three-way conversation for both of us to navigate our different working styles and find common ground.
Without Katee's orchestration, we simply wouldn't be flying as quickly as we are now. She transformed what could have been weeks of awkward adjustment into a productive partnership from the start.
For anyone considering bringing on a business manager, I'd say do it before you think you're quite ready – but make sure you have Katee guiding you through it."
Ann Braithwaite, Leadership consultant, speaker, and coach
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![Jack Gibson - Dave O'Brien Testimonial for Katee Gray]()
Jack Gibson from Dave O’Brien - Sales and Client Care Manager.
"I worked directly with Katee Gray in my role as Client Onboarding/Sales Manager and Support Nutritionist for leading Gut Health practitioner, Dave O'Brien. Coming from a science-heavy and clinical background, I found Katee's unique ability to blend strategic insight with practical execution streamlined the business operations and empowered me to elevate the client experience.
Katee has a deep understanding of balancing people and processes which led to the development of easy-to-use intelligent systems within the role, that are continuing to enhance our overall business wellbeing.
Katee's practical, genuine and warm approach is refreshing and I highly recommend her to any business owner seeking to transform their operations and achieve sustainable success."
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Bianca Sturrman Co-Director at Dave O’Brien
"We knew we needed an organised gun who still led from the soul. That's exactly what Katee is.""When Dave and I started working with Katee in 2022, we had literally just relocated our small family across the world. We knew that if we really wanted to give our business the best shot possible, we needed a better plan of action — and that's where Katee came in."
"She really met us where we were at. She helped us be smart about where we were spending money, looked at everything historically from a finance perspective, and helped us track and forecast in a much more organised way. She wasn't just practical — she nurtured what we already had while helping us build what was next."
"Since working with Katee, we've increased revenue, increased profit, and have much better systems across the board (and have a financial buffer that we could have only dreamt of before). But the one thing that really surprised me was just how she helps open up your eyes to what's possible to living a life by design."
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Dr Kirsten Peterson - High Performance specialist & Psychologist
"Katee has a gentle way of uncovering the deeper issues that really matter, while making it all feel completely normal. Her efficiency in pulling everything together in written form was impressive, and that's saying something, because I knew she'd be good. Seeing her in action exceeded my expectations."
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![Susan Hunter]()
“Katee Gray has completely revolutionised the way I approach bringing in new business and optimising my client experience.
Her clever insights and unique perspective have been invaluable in reshaping my strategies.
Katee has an incredible ability to look at your business through a fresh and highly practical lens, offering solutions that are both innovative and effective.
I can’t recommend her enough!”
- Susan Hunter, Functional Medicine Expert & Naturopath
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If you are someone looking for advice and/or mentoring....it could be business advice, life advice, leadership, operations, or even health...you need to get in touch with Katee.
Katee is gifted at seeing through the problem and finding a solution.
Calvin Masson - Chief Operating Officerption goes here
