What if the real advantage in life isn’t just what you earn…

…but how you experience the world?

In this episode of Always Business Class, Steve Grace, Founder of Nudge Group, shares how travel, lifestyle design, and smart flying have shaped the way he lives, parents, and builds businesses.

We talk about flying long-haul as a family, why economy is not always the “cheapest” option, and how using smarter travel strategies can unlock premium experiences that most people think are out of reach.

Steve shares how he has used services like iFly Flat over the years to make business class travel more accessible, especially when travelling with a family of five.

But this conversation goes beyond seats and status.

We get into what travel actually does to you.

From five-star destinations to islands with no electricity, Steve explains why contrast is the most valuable part of travel, and how those experiences have shaped his kids’ worldview and his own decision making as a founder.

We also explore how travel creates perspective, why founders should spend more time outside their environment, and how exposure to different cultures can completely change how you think about business and life.

Along the way, we touch on building multiple businesses, the evolution of recruitment through content, and why community and in-person connection are becoming more valuable in a digital world.

This is a conversation about travel as leverage.

Because once you see more of the world, you start playing a different game.

Steve Grace

Founder, Nudge Group

Nudge Group: https://nudgegroup.com.au/

LinkedIn: https://www.linkedin.com/in/stephengrace/

Join Flights Club: https://iflyflat.com.au/membership/

Accor Plus Explorer Membership: https://www.accorplus.com/explorer-membership/

00:00 Why Travel Changes Perspective

02:22 Flying Better and Accessing Business Class

05:18 From Customer to Podcast Guest

10:07 Building a Lifestyle Around Travel

18:00 Why Founders Need Global Exposure

25:49 Raising Kids Through Travel

27:01 Caribbean Travel and Unique Experiences

30:48 Seeing Different Ways of Living

34:58 Travel as a Life Advantage

40:08 Business, Media and Lifestyle Design

45:30 Community and Lifestyle Leverage

50:03 AI, Travel and the Future of Work

53:34 Rapid Fire Travel Questions

55:16 Where He Is Heading Next

What happens when you wire $25,000 of your life savings into a 20-foot container of coconut water… without a business plan?

In this episode of Always Business Class, Scott Mendelson, Founder of Raw C, shares the real story behind building one of Australia’s recognised coconut water brands from scratch and why he is now taking on the 350 million person US market.

We talk about selling one box on day one.
Driving nine hours around Sydney trying to convince stores to stock a product nobody understood.
Competing in a Coles and Woolworths dominated market.

And the compounding power of showing up in person.

Scott unpacks why naivety can be a competitive edge, how coconut water penetration jumped from 11 percent to over 26 percent, and why flying 15 hours for a two-hour meeting secured a US national retailer.

This is a conversation about long games.
About protecting factory relationships in Vietnam.
About category growth versus ego.
About not dying wondering.

If you are building a consumer brand, negotiating with major retailers, or thinking about expanding beyond Australia, this episode will sharpen your thinking.

Guest

Scott Mendelson
Founder, Raw C

Raw C: https://rawc.com.au/
Instagram: https://www.instagram.com/raw_c/

Sponsors

Join Flights Club: https://iflyflat.com.au/membership/

Accor Plus Explorer Membership: https://www.accorplus.com/explorer-membership/

Chapters

00:00 The $25,000 Container
02:52 Why Start FMCG With No Experience
05:22 Selling One Box
10:24 Coconut Water’s Category Growth
16:30 The US Retail Breakthrough
34:19 Factories, Loyalty and Long-Term Thinking
49:59 Taking on America

See omnystudio.com/listener for privacy information.

Is it a scam?
Are points even worth it anymore?
Do you need millions of points to fly business class?

After 150 discovery calls with Australian founders across construction, agriculture, professional services, FMCG and tech, this episode of Always Business Class breaks down the most common myths about points, business class travel, and the Flights Club model.

We unpack the psychology of dynamic pricing, why business class fares to the US are now $10,000+, and how points create a fixed-price alternative in a volatile travel market.

This is not about hacks or shortcuts.
It is about cost versus benefit, systems versus guessing, and using business expenses strategically.

If you are a founder spending money anyway and want more comfort, more flexibility and more meaningful travel experiences, this episode is for you.

Sponsors

Join Flights Club: https://iflyflat.com.au/membership/

Accor Plus Explorer Membership: https://www.accorplus.com/explorer-membership/

Chapters

00:00 Points Equals Flights: The Core Philosophy
02:33 Is Flights Club a Scam?
05:31 Cash vs Points: Two Separate Systems
09:43 Why Fixed Pricing Changes the Game
11:26 Cancellation Freedom and COVID Lessons
13:50 Why People “Can’t Find Seats”
17:35 Using Points Poorly vs Strategically
20:25 The Biggest Earning Myths
27:02 Are Points Worth It Anymore?
37:45 Platinum vs Black Membership Breakdown
42:23 Travel, Joy and Founder Perspective

See omnystudio.com/listener for privacy information.

What if the most valuable “capital” you have isn’t travel points or business revenue, but your health capital?

In this episode of Always Business Class, Steve Hui and Steve Pirie-Nally sit down with Dr Steven Lum Melbourne-trained medical doctor and Founder of Everlab, to unpack the shift from reactive “sick care” to data-driven preventative health. Dr Lu explains why so many high performers make careful decisions in business, then “shoot from the hip” with health, and how Everlab approaches health like a management consultancy, using data to uncover blind spots and prioritise the highest ROI actions.

They explore the difference between lifespan vs healthspan, why travel can quietly tax your body (sleep, dehydration, alcohol, time zones), and simple strategies that help you land sharper and recover faster, even on long-haul flights.

If you travel for business, lead a team, or want to perform at your best for longer, this one will change how you think.

Guest: Dr. Steven Lu

​​https://www.linkedin.com/in/dr-steven-lu-82943825a/
Cofounder, Chief Medical Officer - Everlab

Sponsors:

• Join Flights Club: https://iflyflat.com.au/membership/
• Accor Plus Explorer Membership: https://www.accorplus.com/explorer-membership/

Key topics: healthspan, preventative health, personalised medicine, longevity, jet lag strategy, sleep optimisation, alcohol and sleep score, VO2 max, DEXA, visceral fat, travel performance.

See omnystudio.com/listener for privacy information.

What if your travel life got easier overnight? In this episode of Always Business Class, we sit down with Emilie Couton, CEO of Accor Plus, for her first Australian podcast.

Emily shares how a one-way ticket to Thailand turned into two decades across Asia and a leadership career in hospitality, plus the real strategy behind Accor Plus 2.0: simplicity, transparency, instant value, and a membership that blends certainty (lounges, early check-in, recognition) with serendipity (surprise upgrades, experiences, and discovery).

We unpack the perks members actually use, why staycations can be as powerful as international holidays, and how the future of travel is moving toward curated memberships, wellness, and hyper-personalised experiences.

If you travel for business, lead a team across cities, or want travel to feel smoother, calmer, and more rewarding, this one is for you.

Subscribe for more travel strategy, points thinking, and business-class level upgrades to how you move.

In this episode

• The “one-way ticket” mindset and why some people never move back

• Living in Asia vs visiting: why your travel world expands fast

• Certainty vs serendipity: comfort, timing, smooth travel, and surprise moments

• How Accor Plus 2.0 was rebuilt with 7,000-member research

• Why dining benefits (up to 10 people) can pay back the membership quickly

• Why lounges and hotel clubs are an underrated business advantage

• Staycations as a reset tool, not a luxury

• “Red Hot Rooms” as a new way to choose destinations

• Subscriptions in travel, global membership expansion, and what’s next

• Wellness in hotels: sleep, recovery, gyms, spa, and partnerships

• Airport and travel efficiency tips from a frequent traveller

• How curation beats choice overload

Guest: Emilie Couton

https://www.linkedin.com/in/emiliecouton/
CEO, Accor Plus
Based in Singapore, with 20+ years across Asia and hospitality leadership.

Sponsors:

• Join Flights Club: https://iflyflat.com.au/membership/
• Accor Plus Membership: https://www.accorplus.com/explorer-membership/

Chapters

00:00 The one-way ticket mindset
00:42 Welcome back: first recording of the year + special guest intro
01:24 Emily’s story: Thailand, Singapore, 20+ years in Asia
03:12 Journey vs destination: two travel philosophies
04:13 Why Accor talent stays: the “family” culture
05:35 Living in-region: Phuket, Bali, and discovering Asia properly
07:41 Why Accor Plus exists and how it fits Flyers Club
09:43 Certainty + surprise: the perfect travel balance
11:31 Staycations: the hidden reset most people miss
13:42 The “club” advantage: lounge access as a business tool
14:56 Status fast-track: 30 nights, Platinum, and instant ROI
18:37 Face-to-face beats Zoom: partnerships and serendipity
20:36 The future: travel subscriptions and global expansion
22:23 Will memberships go global across regions?
24:42 Experiences: chefs, shows, behind-the-scenes access
27:56 Travel hacks: lounges, airports, privacy, fast track
34:36 Points strategy: fixed-value points and keeping accounts active
36:22 Wellness: sleep, gyms, recovery, and where hotels are going
39:40 Choice overload: curation as the real advantage
40:40 Unexpected member behaviour: “Red Hot Rooms” as a travel compass
46:34 The dream state: consistency, scale, and global experiences

See omnystudio.com/listener for privacy information.

Why does airline status feel so good and why are so many travellers still chasing it, even when it costs them thousands?

In this episode of Always Business Class, the team breaks down the real difference between points and status, why status is deeply emotional, and why points are ultimately strategic. Drawing on decades of travel experience, they unpack the psychology behind loyalty programs, lounge access, upgrades, and the powerful feeling of exclusivity.

You will learn why airline status is becoming harder and more expensive to maintain, how airlines are shifting to spend-based models, and why frequent flyer points are one of the last remaining fixed-price currencies in a world of dynamic pricing.

If you are a business owner, frequent traveller, or anyone trying to fly smarter, this episode will change how you think about loyalty forever.

Sponsors:

• Join Flights Club: https://iflyflat.com.au/membership/
• Accor Plus Explorer Membership: https://www.accorplus.com/explorer-membership/

Key Takeaways

• Why airline status feels rewarding but often costs more than it delivers
• The emotional vs strategic difference between status and points
• How airlines are making status harder to earn through spend-based systems
• Why points act as a fixed-price currency in an inflationary travel market
• How to consistently get 2x or more value from your frequent flyer points
• The biggest mistakes people make when earning and redeeming points
• Why hoarding points without a plan leads to wasted value
• How smart planning beats random travel hacks every time
  
  

Episode Chapters

00:00 Why status feels so good
01:10 The emotional pull of airline status
02:40 Points vs status explained simply
03:55 Why “free upgrades” are never really free
05:10 The psychology of exclusivity and loyalty
06:40 Airlines moving to spend-based status systems
08:35 Why status runs are getting more expensive
10:40 Points as a fixed-price travel currency
11:25 Real example: points vs cash for business class
12:20 Why paying fees for points can still be profitable
13:15 The psychology of hoarding points

See omnystudio.com/listener for privacy information.

Dan Hakim joins Always Business Class to unpack how CUB grew from a premium members club into one of Australia’s most influential business communities. We talk work ethic, proximity, culture, systems for scaling networking, and the real travel hacks founders use, from points strategy to VIP airport shortcuts.

What happens when you “turn left” instead of following the obvious path?

We dive into the psychology of premium communities, why culture is the hardest thing to scale, and the two traits Dan believes every highly successful founder shares. We also go deep on travel: the comfort equation, status versus points, how business owners can use travel as a competitive advantage, and the “VIP airport” experiences that change the way you fly forever.

If you are building a business, craving better rooms and better people, or simply want smarter ways to travel while staying in founder mode, this one is for you.

Sponsors:

• Join Flights Club: https://iflyflat.com.au/membership/
• Accor Plus Explorer Membership: https://www.accorplus.com/explorer-membership/

Guest: Daniel Hakim

CUB: https://www.instagram.com/clubofunitedbusiness/

https://cub.club/

Daniel: https://www.instagram.com/the.danielhakim/

Key topics covered

• How Dan’s upbringing overseas shaped CUB’s “premium club” DNA
• Why CUB started without a rigid plan, and what it became once Dan listened to members
• The reality of scaling a community: systems, intentionality, and maintaining culture
• Why “the product is the members”, and what that means operationally
• The role of pricing and eligibility in creating a high-trust, high-engagement room
• Proximity, environments, and why location and relationships shape outcomes
• The two traits Dan sees in every ultra-successful founder: work ethic + network
• Travel as a business advantage: more in-person time, better deals, faster learning
• Status vs points: when loyalty matters and when points win
• Points strategy using business expenses and high-volume hospitality spend
• Dan’s travel preferences: privacy, seat width, lounge quality, and comfort routines
• VIP airport services and the shortcuts founders use to save time and friction
• Bucket list travel, short trips, and why “waiting for two weeks” stops people travelling
• Where Dan wants to take CUB next: global clubhouses and tiers for every stage
  
  

Chapters

• 00:00 Intro: Turning left and the business class mindset
• 00:47 Dan’s last 10 years and why CUB exists
• 03:00 The accidental pivot: from club to networking engine
• 05:15 “Just start”: how founders get stuck before they begin
• 07:23 The hardest part: scaling culture when members are the product
• 09:46 Relationship managers and “uncommon connections”
• 10:58 Proximity, environment, and why the right room changes everything
• 14:07 Travel as a competitive advantage for founders
• 17:31 The North Star: building the world’s largest business networking organisation
• 18:59 What travel means to Dan: privacy, comfort and airline choices
• 21:49 Status vs points and loyalty decisions
• 26:17 Memorable travel moments and VIP airport stories
• 31:35 Using points to unlock more travel and better business outcomes
• 36:30 Bucket list travel and why short trips matter
• 40:00 Hotel routines, tipping systems and getting looked after
• 43:51 How CUB and travel will fuse as it expands globally
• 47:23 Wrap and what’s next for CUB
  
  

CUB community, Dan Hakeem, premium networking Australia, business owners community, founders networking, leadership and culture, proximity and success, business class mindset, status vs points, points strategy for business owners, Virgin status, Singapore Airlines lounge, Emirates business class, VIP airport service, travel hacks for entrepreneurs, building community systems.

See omnystudio.com/listener for privacy information.

We hope you’ve had a great break and are feeling ready for what’s ahead. Thank you for being part of the Always Business Class community. We can’t wait to share what’s coming next.

We’re back on January 21st, returning to our usual fortnightly release schedule.

Here’s to a big year of great conversations, new ideas, and always turning left.

See omnystudio.com/listener for privacy information.