The next level of your service-led business isn't about more strategy. It's about finally trusting yourself enough to stop borrowing everyone else's.
Make your business more YOU-shaped. Because doing business your way feels good, does good and always makes you good money.
You’re an ambitious, purpose-led female founder who never fit the patriarchal corporate mould or online hustle culture. You’ve built something that works, genuinely changes lives and used to light you up.
But secretly, you know you’ve outgrown the way you’ve been doing things (and the bro-marketer advice you’ve been following) and you know it’s time to grow your business in a way that actually honours your values, talents, nervous-system and life - not at the expense of them.
You want to increase your impact and income with integrity, depth and clarity - building a business that feels good, does good, and pays you really well for the amazing work you do.
After years of flying by the seat of your pants (and following advice designed for Type A boss babes) you finally want a ‘grown-up’ business that fits the expert you’ve become.
You want spacious, recurring income that protects your nervous system, and doesn’t rely on you constantly being ‘on’, endless referrals and associate gigs, or a huge team to work.
Here’s a taste of how I do things. Download my free you-shaped marketing guide & ethically attract more clients in 90 days.
You want a service-led business that grows with you - not at your expense
🎉 You’ve built a business that works. Your clients get incredible results. Your work matters. On paper, things look impressive.
😕 And yet…something feels off. Growth feels heavier than it should. Staying ‘visible’ takes more effort than you expected.
😕 Your income is decent, but not as predictable or spacious as you’d like. But the brash, “Badass CEO Era” advice online about how to grow doesn’t fit.
🙃 I know this feeling well. After growing and evolving my own coaching business multiple times over the last 8 years - and learning the hard way that ‘more strategy’ doesn’t automatically mean more ease - I realised growth had to start from a different place.
❌ You don’t want to hustle harder, shout louder, or contort yourself into someone else’s idea of success.
💝 You want a truly YOU-shaped business that genuinely feels like it’s yours - aligned with your values, your energy, and the life you’re actually trying to live in this season.
That’s where I come in.
I help ambitious, service-led female founders like you, refine and evolve their businesses so growth feels genuinely joyful and sustainable rather than draining.
🌳 We strip back what you’ve outgrown, strengthen what already works, and build systems and gentle structures that support you properly - commercially, energetically and emotionally.
🌸 Without burning out, performing for the algorithm or selling your soul to the bro-marketeers.
You want a YOU-shaped expert business that changes lives, pays you really well, and grows in a way that feels calm, purposeful and sustainable.
Because as an established founder, it’s not about doing more. It’s about building a business that finally rises to meet the authority and leader you’ve become.
When you grow your business around who you are everything changes - because being YOU feels good, does good and makes you good money.
Your way will always be the best way to grow your service-led, expert business.
Jen, Career Coach & Fertility Expert
“It [Fruitful Founder] is the best thing I've invested in. Hands down. It's been incredible. Everything about it from the confidence I've gained to properly lean into my business and believe it can happen, to the skills I've learned, to the community. It's just not the same as any other business coaching programmes.”
Meeting you wherever you are in your service-led business journey:
Every expert business goes through seasons. What you’ll need depends on where you are right now - not where someone else says you ‘should’ be.
🌱 Start - Lost to Found(er)™
A self-paced online programme with 2 × 1:1 strategy sessions, for when you’re just starting out as a business owner & you want to attract your first paying clients without the hustle. Shore up your female founder mindset & put down sustainable, profitable foundations to get your new business up & running - learn how to attract your first paying clients. Fast.
🎯 Refine - Pinpoint™
A 4-week, self-paced programme (with optional 1:1 support) for when your niche feels fuzzy & your messaging is tangled. Cut through the noise to clarify your most profitable, purpose-aligned niche & pinpoint the precise positioning & Mindreader Messaging™ to use in your content, so you magnetise the ready-to-buy version of your ideal client, Goldilocks, into your life-changing services every time you post.
🌸 Build - Fruitful Founder™
A 6-month incubator for when you’re an ambitious coach or consultant who wants to grow to sustainable 5k months. Attract clients consistently by creating a scalable, signature offer that positions you as the go-to authority in your field using ethical Mindreader Messaging™ & embed a soulful, sustainable marketing & sales system that bring in new perfect-fit clients every single month.
🦅 Grow - Skyward™
An intimate 6-month, psychometric-led business reinvention mastermind or VIP 1:1 experience for when you’ve outgrown the business that got you this far. Evolve your personal brand, services & income to match the authority and leader you’ve become, so you can scale soulfully & spaciously to £10k+ months. Without having to do more marketing, burning out, or burning down the brilliant business you know you’ve outgrown.
Each programme is designed to meet you exactly where you are in your business journey - and support you to grow in a way that feels aligned, sustainable and unmistakably yours.
Hello!
I’m Sarah: mum, optimist, business strategist, authentic leadership coach and self-confessed positive psychology and neuroscience bore.
I work with purpose-led female founders who care deeply about their work - but are fed up with growth feeling harder, messier or more unpredictable than it needs to be.
I’ve spent over 20 years in leadership and talent development, and the last 8 building (and evolving) my own coaching and consulting business - taking it from 0 to 6 figures across 1:1 work, group programmes, memberships, retreats and masterminds.
So I know first-hand that scaling well isn’t about doing more or shouting louder on social media - it’s about building the right foundations for the season you’re in.
Together, we move you out of the boom-or-bust cycle and into a business that feels steadier, more spacious and far more supportive of your actual life.
I’ll help you refine your offers, messaging and sales in ways that feel ethical, authentic and aligned with the leader you are - so you can grow your impact and your income without becoming someone you’re not or working longer hours.
It’s not about doing things ‘the right’ way. It’s about finding the strategies and business model that works best for your unique personality and leadership style.
Why work with me?
There so many leadership coaches and business strategists out there, but not all of them have have the experience of actually growing and scaling their own coaching and consulting business from scratch.
Over the last 2 decades I’ve:
✨ Coached 100s of leaders, founders and deep-thinking, ambitious women
✨ Scaled my coaching business to 6 figures through 5 different high-level (£3k+) group and 1:1 offers that have made over £300k in the last 3 years alone
✨ Grown a combined audience of over 14k across insta, FB, LI and email
✨ Studied neuroscience and positive psychology and accredited in performance and strengths coaching and multiple psychometric tools (Hogan, MBTI, CliftonStrengths)
✨ Spent over 15 years in corporate designing high performance, values-led cultures, decoding and developing high-potential leaders, using psychometric-informed executive coaching, and designing and delivering leadership development programmes
✨ Created numerous signature and proprietary coaching and mentoring frameworks and models which I’ve used across corporate and entrepreneurial spaces
Get a taster of 6 sustainable strategies I teach my clients inside Fruitful Founder in my podcast mini-series.
Name: Katrina Court, The Wing Mama - Matrescence Coach
“I’ve fallen in love with my business again and honestly, I have seen such a change in myself - my confidence, how I show up, not being afraid to have a point of view.
There have been so many significant milestones during my time in Fruitful Founder - I've rebranded, I've zeroed in on a particular stage in my ideal client's situation that I feel really passionate about, I have a created and sold 3 places in a new signature programme I believe in…and so many ideas of where it can take me next.”
Tamsin Williamson , The Parenthood Coach
“I designed a new signature programme I put my heart and soul into, which I now feel really proud of and in love with - and sold 3 1:1 spaces on the programme as soon as I released it into the world. I also created a Summer mini-programme which I sold using new aligned strategies - and sold out all 5 spots within a week. Joining Fruitful Founder has been an enriching and self-affirming experience.”
Litsa Smith, Business Mentor
From no clear offer or clients to building a profitable, multi-layered business model with a signature offer, 6 ongoing 1:1 mentoring clients, in-person events, and coaching within organisations…plus even more exciting opportunities ahead!
Kind words from happy clients
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“This week I sold the first spot on my programme. And the wider confidence has supported me to make 2 other sales this week (and it's only Tuesday!). This is huge for me. I can comfortably pay myself for a couple of months from this, while also saving for tax and re-investing in things like supervision and CPD.
Sam Kennedy-Christian, Mental Load Coach & Fair Play Facilitator
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Joining Fruitful Founder has easily been one of the best decisions I've made since starting my business. It's been the perfect combo of an inspiring, supportive group programme with the flexibility to grow your business in a way that works for you. What I love most is that it's all built on authenticity and ethical marketing. No gimmicks or sleazy sales tactics, just real and meaningful results.
Katrina Court, Coach for Career Mums
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I designed a new signature programme that I put my heart and soul into, which I now feel really proud of and in love with - and I sold 3 spaces on the programme once I released it into the world. I created a Summer mini programme which I sold using new strategies - and I sold out all 5 spots within a week. Joining Fruitful Founder been an enriching and self-affirming experience.
Tamsin Williamson - The Parenthood Coach
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It [Fruitful Founder] is the best thing I've invested in. Hands down. It's been incredible. Everything about it from the confidence I've gained to properly lean into my business and believe it can happen to the skills I've learned, to the community. It's just not the same as any other business coaching courses.
Jen Elworthy, Career & Fertility Coach
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I feel I can celebrate what makes me uniquely me- with a signature solution that brings together my unique skill I know who I am speaking to and what they need to hear. I know my value. I signed 4 clients on my signature solution within 2 weeks of launching. This made my investment back on Fruitful Founder x 2.
Becca Meadows - Women's Health & Leadership Consultant
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I've built a whole business, including an email list and learned how to maximise sales. I'm still on an early journey but I have the tools and the confidence to make this a success. I now have a framework to go back to, rinse, repeat and improve.
Katherine Scott - Career Coach for Creatives
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Thank you so much for sharing your knowledge and experience in such a practical, useful and game-changing way so I don't ever have to go back to the corporate world!
Litsa, Implementation Mentor & Consultant
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I was doing live workshops before and I wasn't getting any leads or enquiries. You gave us a structure for a workshop, so I followed that structure and got a client. And the next time I did it I got 3 enquiries.
Anna, Career and Leadership Coach
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Sarah is inspirational, motivational and absolutely knows her stuff. She helped me set up my business and leave my corporate career. Would 100% recommend investing in yourself and Sarah.
Lisa, Wellbeing & Mindset Coach
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I've done quite a few business coaching courses and this is the thing that's actually worked. I was going through a bit of a drought and have had a really good flurry of enquiries since joining Fruitful Founder. I've seen a really big change.
Rachael, Wellbeing Coach and GP
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A lot of the internal noise, doubt and fear has dissipated. I've got a blueprint. I've got a strategy. I've got a heartbeat. It works. I've done things in the past that haven't had the same result.
Anna, Career and Leadership Coach
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“I feel focused, positive and clear now on who I want to help and how to talk to my dream clients. It's reignited the passion now I've defined my mission statement - it was in there somewhere! I've created my website using the journaling completed in the workbook and I now have a clear understanding of how to talk to my dream client which I didn't have before.
Pippa Mellor - Coach for Luxury Fashion Professionals
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You encouraged me to be myself, and then be even more myself. As a marketer, I’ve learnt so much about marketing since working with you. It was a sore spot for me as I felt I should know how to do it, but it's hard to market yourself.
Jen, Career and Fertility Coach
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My confidence has increased one hundred fold. To be successful, you can implement strategies that feel authentic and aligned. You can absolutely do it your way and achieve what you want to.
Hannah, Parental Support Coach
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This programme is everything from business skills to mindset to friendship. Sarah is generous, super-smart and has unwavering belief in us. I don’t know how I’ll cope when it’s over!
Jen, Career & Fertility Coach
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I realised that I DO have something valuable to offer the world. I rediscovered who I am, I rediscovered my self-confidence, and I rediscovered my spark. I feel calmer about my personal and business life after the coaching. I feel like I have a clearer direction.
Ross, Meaning of Work Consultant
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I feel more confident in the theory of how to grow my business and I've loved having an insight into other coaches work. It felt like having a team again and sharing our struggles along the way.
Charlotte May - Leadership and Team Coach
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Fruitful Founder has given me a framework and confidence to begin to create a me-shaped business. It's given me the confidence to use my sensibilities and vulnerabilities. They're my super-power.
Joanne Fentiman, Reiki & Mindfulness Coach
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I feel like I have a clear product to sell now (it was a bit woolly before!), which also means that I'm clearer in my marketing and my content. Even though I already felt clear on my niche, the work in your programme has encouraged me to look deeper and more specifically at the challenges my ideal client has and to speak their language.
Heather Hill - HR Consultant & Coach for Introverted Leaders
