In this thirty-eighth episode of My Kind of Business, Alex is joined by Sanne van der Ende – personal trainer, community-builder, and founder on a mission to bring kindness, compassion, and joy back into fitness.

Sanne shares her journey from growing up in an entrepreneurial household to completely rebuilding her life after years of depression, negative body image, and an unhealthy relationship with exercise. She talks about the pivotal moments that shaped her path: transitioning from hospitality to personal training, moving abroad to create a fresh start, rediscovering movement as something nourishing, and ultimately stepping into a business that reflects her values and belief in accessible, kind fitness.

This conversation is honest, grounding, and full of real insight for anyone navigating self-doubt, early-stage entrepreneurship, or the pressure to fit into an industry that doesn’t always feel aligned.

In this episode, Alex and Sanne explore:

• How Sanne’s upbringing shaped her entrepreneurial spirit

• The transition from hospitality to becoming a personal trainer in 2019

• Rebuilding her relationship with exercise after years of struggle

• Navigating self-doubt, comparison, and fear in the early days of business

• How COVID became the unexpected catalyst that allowed her to grow

• The role of therapy in building confidence and managing negative thoughts

• The importance of community in her bootcamps and business model

• How motherhood has influenced her work-life balance and mindset

• Her vision to reach more women globally through accessible home workouts

• Why kindness can be your business strategy

Whether you’re starting out in business, rebuilding confidence, or wanting to create something more aligned with your values, Sanne’s story is both grounding and inspiring.

[00:00] The roots of entrepreneurship [03:08] Transitioning from hospitality to personal training [06:11] Early business challenges, fear and comparison [08:59] Motherhood and finding balance [11:57] Building confidence and community [15:03] Therapy and rewiring negative thoughts [18:01] Growing a business during COVID [21:03] A vision for global impact [24:00] The power of kindness and community in business

• The entrepreneurial influences that shaped Sanne’s belief that she could work for herself

• Turning her own struggles with mental health and body image into her mission

• Allowing movement to become joyful rather than punishing

• The messy early days of self-doubt and comparison

• Therapy as a powerful tool for confidence and clarity

• Community as the heart of her bootcamps and online presence

• Building a business aligned with kindness, accessibility, and empowerment

• Holding a bigger vision without losing authenticity

YouTube (Strong Squad – 15-minute workouts): https://www.youtube.com/@sanne.personaltraining

Instagram: https://www.instagram.com/sanne.personaltraining/ https://www.instagram.com/strongsquad.london/

Website: https://sannevanderende.com/

Instagram: @alexmccarthycoaching LinkedIn: https://www.linkedin.com/in/alexmccarthycoaching/ Website: alexmccarthycoaching.com

In this thirty-seventh episode of My Kind of Business, Alex is joined by Bec Johnson – funeral industry marketer, speaker, and Founder on a mission to support independent funeral directors and change the way we talk about death.

Bec shares her journey from uncertainty in her career to finding purpose in the funeral industry. She discusses pivotal moments that shaped her path, including transformative experiences at Camp America, personal tragedy, stepping into her family business, and ultimately building a business that reflects her values and passion.

This conversation is raw, honest, and full of insight for anyone navigating career transitions, entrepreneurship, or the challenge of tackling difficult topics in business.

In this episode, Alex and Bec explore:

• How personal experiences shaped Bec’s purpose and confidence

• The challenges of leaving a family business and stepping into independence

• Building a client base from scratch with honesty and integrity

• The importance of values in defining business identity

• Networking, word of mouth, and meaningful relationships in business

• Creating provocative content and sparking important conversations

• Normalising discussions about death to reduce stigma

• Reframing rejection and using it as a learning opportunity

Whether you’re looking to build a business that aligns with your values, tackle difficult topics, or step into a leadership role in a niche industry, Bec’s story is both inspiring and practical.

[00:00] Journey of self-discovery [05:53] Catalyst for change [11:51] Stepping into the family business [18:09] Transitioning to independence [24:03] Building a new vision [26:58] The leap of faith into full-time entrepreneurship [30:39] Building a client base from zero [33:15] Defining values and identity [35:04] Networking, relationships and word of mouth [38:14] Provoking conversations through content [41:10] Talking about death openly [45:34] Looking ahead: the potential in business [47:38] Advice for new entrepreneurs

• Transformative experiences that shaped Bec’s entrepreneurial path

• Turning personal tragedy into opportunity and purpose

• The messy early days of starting a business and building confidence

• Using values as a compass for decision-making

• Networking and word of mouth as key business tools

• Provoking meaningful conversations in a sensitive industry

• Reducing stigma by normalizing discussions about death

• Learning from rejection and using it to grow

Instagram: https://www.instagram.com/remarketing.ltd/ LinkedIn: https://www.linkedin.com/in/remarketingbec/

Instagram: @alexmccarthycoaching

LinkedIn: https://www.linkedin.com/in/alexmccarthycoaching/ Website: alexmccarthycoaching.com

In this thirty-sixth episode of My Kind of Business, Alex is joined by Sue Chalmers – founder of Willow & Hen and former motor industry professional turned lifestyle store owner.

After years working in the motor industry, Sue reached a point where she knew she wanted to build something more aligned with who she was. That intention led her to open Willow & Hen – the calm, community-focused lifestyle store she’d dreamed about since she was young.

Sue’s journey is a beautiful example of following your interests, trusting your timing and allowing your business to evolve naturally. She speaks openly about what it was really like to step out of a fast-paced, male-dominated industry into the world of mindful retail, the lessons she’s learned along the way, and the joy of building a business that feels purposeful and personal.

In this conversation, Alex and Sue explore:

• transitioning from the motor industry to running a lifestyle store

• the early influences that shaped her entrepreneurial path

• creating a business rooted in community and connection

• sourcing products locally and working with purpose

• the evolution of Willow & Hen over time

• navigating change with resilience and curiosity

• building a business that feels calm, intentional and aligned

• what it really takes to follow a long-held dream

Whether you’re thinking about a career shift, dreaming of a more creative path, or wanting to build a business that feels like you, Sue’s story is an inspiring reminder that it’s never too late to create something meaningful.

[00:00] Introduction and welcome to Sue [02:10] From the motor industry to mindful retail [06:45] The early influences behind Willow & Hen [11:20] Creating community through a lifestyle store [16:00] Sourcing locally and working with purpose [21:05] Building a business that evolves with you [26:30] Lessons learned from navigating major career change [31:40] What alignment and fulfilment look like in business [35:20] Sue’s hopes and plans for the future of Willow & Hen

• Following your long-held interests even when the path looks unexpected

• Shifting from a fast-paced corporate environment into intentional entrepreneurship

• Building a community-focused business rooted in connection

• Supporting local makers and choosing products with purpose

• Navigating big career changes with courage and curiosity

• Allowing your business to grow and evolve season by season

• Creating a work life that feels calm, aligned and meaningful

Instagram: @willowandhen Website: willowandhen.co.uk

Connect with Alex

In this thirty-fifth episode of My Kind of Business Business Coach Alex McCarthy invites you to slow down, breathe and take an honest look back at 2025 so far - the wins, the wobbles, the surprises and the spaces where you grew without even noticing.

Alex shares her own reflections from this year, including the fears she faced when launching this very podcast, the moments of doubt that nearly stopped her, and the unexpected confidence that came from simply taking the next brave step. With warmth and realness, she reminds you that self-reflection isn’t just a ‘nice to do’ - it’s one of the most powerful tools you have for building a business (and life) that actually feels good.

You’ll be guided through intentional questions, simple mindset shifts, and a visualisation exercise to help you reconnect with your future self; the version of you who already knows what you want next. Whether you’re craving momentum, clarity, expansion, or even a gentler pace, this episode will help you reconnect with what matters and build the confidence to act on it.

Alex closes the episode with an invitation to her upcoming 2026 Business Planning Workshop - a supportive, energising space to turn your ideas, visions, and goals into a plan you’ll actually follow through on.

This episode is perfect for business owners, creatives, freelancers, and anyone ready to step into the next chapter with more intention, courage, and clarity.

• Why reflecting on your 2025 achievements (and challenges) creates momentum for your next chapter

• How self-reflection becomes a practical tool for business clarity and long-term growth

• Simple questions to ask yourself to understand what’s working — and what isn’t

• How visualising your future self builds direction, focus, and inner confidence

• Why bold actions often bring rewards you couldn’t plan for

• What Alex learned about fear, visibility, and starting before you feel “ready”

• How to anchor your goals with mindset so you stay committed throughout 2026

• Why your vision is valid, important, and absolutely worth pursuing

• A gentle reminder that you are ready, capable, and more equipped than you think

• How the 2026 Business Planning Workshop can support you to turn ideas into real, sustainable action

https://alexmccarthycoaching.as.me/businessplanning2026

• Explore 1:1 business coaching (online or in person)

• Join a monthly Business Connection Session for networking and support

• Website: alexmccarthycoaching.com

• Instagram: @alexmccarthycoaching

Self-reflection is one of the most underrated tools for business growth. When you pause long enough to see what you’ve achieved, what you’ve survived, and who you’re becoming, you make space for a braver, clearer, more aligned future. This episode will help you reconnect with your vision, honour your progress, and step into 2026 with confidence, clarity, and intention.

In this thirty-fourth episode of My Kind of Business, Alex McCarthy speaks with Sareena and Nim, sisters and co-founders of Serene Baby, a Bedford-based business supporting parents and babies through baby massage, yoga and wellbeing classes.

What began as Sareena teaching baby massage from her living room has grown into a thriving community-led business helping families across Bedfordshire feel more connected, calm and confident. Joined later by her sister Nim, who brought her passion for mental health and parent wellbeing, together they’ve built a business grounded in care, connection and community.

In this heart-centred episode, Sareena and Nim open up about the realities of starting a small business, navigating challenges, balancing motherhood and entrepreneurship and the power of word-of-mouth marketing and community support in growing Serene Baby.

This conversation is a must-listen for female founders, Bedfordshire business owners and anyone building a purpose-driven business that aligns with their values and lifestyle.

• The story behind Serene Baby and how it began with baby massage

• Building a Bedford community business from scratch

• The importance of creativity, flexibility, and perseverance in business

• How word of mouth and community support fuel growth

• Balancing motherhood, family life, and entrepreneurship

• Adapting during COVID-19 and finding resilience through challenges

• Running a business that supports parents’ wellbeing and connection

[00:00] Introduction and welcome to Sareena & Nim [02:15] The beginnings of Serene Baby and early challenges [06:40] From baby massage classes to a Bedford community hub [11:20] Growing through word of mouth and connection [15:45] Navigating COVID-19 and business adaptation [20:30] Balancing motherhood and running a business [25:00] Lessons in creativity, flexibility, and perseverance [30:10] Community impact and what’s next for Serene Baby

• Turning a passion for baby massage into a thriving business

• Building a community-focused business in Bedford

• How flexibility supports long-term business sustainability

• The power of authentic relationships and community impact

• Balancing motherhood and entrepreneurship with intention

• Why purpose-driven businesses create the biggest impact

🌐 www.serene-baby.com 📸 @serenebabyuk

📅 Book a 2026 Business Planning Workshop: alexmccarthycoaching.as.me/2026businessplanning 📸 @alexmccarthycoaching 🌐 alexmccarthycoaching.com

In this thirty-third episode of My Kind of Business, Alex is joined by Lauren Troiano, a Female Founder and Entrepreneur behind two Bedfordshire-based businesses: The Little Marketing Company and The Little Yoga Company.

Lauren shares her journey from corporate marketing to entrepreneurship, explaining how maternity leave inspired her to build businesses that align with her values. Through The Little Marketing Company, she supports small and medium-sized businesses with marketing strategy, branding, and business growth, offering creative, out-of-the-box solutions to help businesses stand out. Meanwhile, The Little Yoga Company brings mindfulness, movement, and wellbeing to the local Bedford community.

This episode is packed with practical insights for female founders, entrepreneurs, and small business owners, covering how to grow a business with confidence, overcome imposter syndrome, and build a supportive community around your work.

• How maternity leave became a launchpad for entrepreneurship

• Growing small businesses through personal branding and marketing strategy

• Building confidence, creativity, and courage as a female founder

• Balancing family life with running multiple businesses

• The power of community and collaboration in business growth

• Overcoming imposter syndrome and embracing self-belief

• Running purpose-driven businesses with flexibility and impact

[00:00] Introduction and welcome to Lauren [02:20] Maternity leave as the spark for entrepreneurship [06:40] Launching The Little Marketing Company [10:55] Building confidence and community in business [15:30] Balancing family and entrepreneurship [20:45] Personal branding and business growth [25:10] Overcoming imposter syndrome [30:00] Community and collaboration in business [34:20] Future plans for The Little Marketing Company & The Little Yoga Company

• Turning maternity leave into a business opportunity

• Growing small businesses with marketing and branding expertise

• Building confidence, courage, and creativity as a female entrepreneur

• Creating a supportive community for business and personal growth

• Running multiple purpose-driven businesses while staying aligned with values

• Sustainable business growth without stress or hustle

• The importance of collaboration, mentorship, and community

LinkedIn: Lauren Troiano Instagram: @thelittlemarketingco

Book a 2026 Business Planning Workshop: https://alexmccarthycoaching.as.me/2026businessplanning Instagram: @alexmccarthycoaching Website: alexmccarthycoaching.com

In this thirty-second episode of My Kind of Business, Alex is joined by Jessica Leader – co-founder of SureStay Group and former corporate marketing professional turned property entrepreneur.

After a successful career managing marketing budgets and brand reputations in the corporate world, Jess realised she wanted to do work that created both profit and purpose. That realisation led her to co-found SureStay Group – a property investment company that generates strong returns for investors while providing safe, stable homes for vulnerable families.

Jess’s journey is a powerful example of how aligning your business with your values can create a more fulfilling and impactful path. She shares openly about the transition from the security of corporate life to the challenges and freedoms of entrepreneurship, the importance of trust and relationships in business, and how she’s built a model that combines financial success with social good.

In this conversation, Alex and Jess explore:

• How to transition from corporate marketing to entrepreneurship

• The power of aligning personal values with business goals

• Building trust and supportive networks for growth

• Creating social impact through property investment

• Balancing profit with purpose in business

• Managing investor relationships with integrity

• Finding flexibility and freedom as an entrepreneur

• The importance of quick execution and learning through action

• Balancing family life and business with intention

Whether you’re considering a shift from corporate to entrepreneurship, or simply want to build a business that feels meaningful and values-led, Jess’s story will leave you inspired to take bold, purpose-driven action.

[00:00] Introduction and welcome to Jess [02:15] From corporate marketing to property investment [07:00] The story behind founding SureStay Group [11:40] Creating profit with purpose [16:25] Building a trusted network and managing investor relationships [21:10] Lessons from entrepreneurship and taking action quickly [26:00] Balancing family life and business growth [30:15] Continuous learning and the evolution of SureStay Group [34:30] Jess’s vision for the future of socially impactful housing

• Aligning personal values with business goals for greater fulfillment

• Transitioning from corporate life to entrepreneurship with confidence

• Combining profit with social impact through purpose-driven property investment

• Building strong, trustworthy relationships with investors and partners

• Balancing family life while growing a meaningful business

• The importance of learning, mentorship, and community in business growth

LinkedIn: Jessica Leader SureStay Group: alexmccarthycoaching.as.me/businessconnectionsession Join the 2026 Business Planning Workshop: https://alexmccarthycoaching.as.me/2026businessplanning Instagram: @alexmccarthycoaching Website: alexmccarthycoaching.com

In this thirty-first episode of My Kind of Business, business coach Alex McCarthy dives into the crucial role of mindset in business success, exploring how self-belief and emotional intelligence shape everything from your confidence to your decision-making.

Alex shares five powerful mindset shifts that help business owners grow with clarity and calm — from replacing pressure with presence, to focusing on progress over perfection, building self-trust, regulating emotions before reacting, and celebrating achievements along the way.

Through honest stories from her own journey and client experiences, Alex illustrates how mastering your mindset isn’t just about positivity — it’s about creating a foundation for sustainable growth, stronger leadership, and a business that truly works for you.

This episode is perfect for entrepreneurs, freelancers and small business owners who want to strengthen their mindset, feel more grounded in business, and learn how to lead with self-awareness and confidence.

• Why your mindset is the foundation of lasting business success

• How self-belief often outweighs knowledge in building a business

• The importance of emotional intelligence in creating resilience and strong leadership

• How to replace pressure with presence and still achieve great results

• Why progress over perfection helps you overcome self-sabotage

• How to cultivate self-trust and simplify decision-making

• The power of regulating emotions before responding

• Why it’s essential to celebrate your achievements to reinforce growth

Connect with Alex

https://alexmccarthycoaching.as.me/businessplanning2026

- Explore 1:1 business coaching (online or in person)

- Join a monthly Business Connection Session for networking and support

- Website: alexmccarthycoaching.com - Instagram: @alexmccarthycoaching

Your mindset shapes your success. By replacing pressure with presence and focusing on progress, not perfection, you’ll find more ease, confidence, and joy in your business journey. Growth starts with how you think and this episode will help you think differently.