Locker Room

Who else wants to double their profits and have twice the fun with me and a handpicked group of ambitious business owners?

I take my personal and business education seriously, investing money and time in all sorts of books, courses, and online programmes.

You could say that I’m a bit of a nerd, but the truth is that I’m just playing catch up. I really wasn’t the most engaged at school, but now I’ve found something I’m really passionate about – I’m all in.

If I’m honest, some of what I’ve learned hasn’t been terribly valuable – it’s the old classic that 80% of the value has been created by just 20% of what I’ve learned.

The MOST valuable investment I’ve made is time spent with other people.

I’ve been a part of and run Mastermind groups for the last 11 years, and they’ve been the single biggest contributor to my business AND personal performance.

But I’ve come to realise that something’s missing…

When I was a tennis coach, I worked with players both individually and in a group environment. Players received personal attention from us, and they also benefited from the unique advantages of working with their peers:

  • Collaboration
  • Competition
  • Support
  • Being Challenged
  • Sharing a journey
  • Social support

Tennis is an individual sport. But by combining that individuality with a team environment through coaching, you can learn from the experiences and mistakes of others, and move forward faster.

It’s the same in business, nobody is more alone than a business owner (not that anyone else would understand that, of course!)

"Ash  keeps challenging you and getting you to ask yourself the difficult questions. He’s committed to giving maximum value at every meeting.  Plus he’s got a brilliant sense of humour — he certainly needs that with some of us!"

I wanted a place where individuals can become part of a team, so I’ve taken everything I’ve learned about creating maximum performance in sport as well as business, and created “The Locker Room”.

The Locker Room is your safe space. A place where you’ll find motivation, inspiration and encouragement, a place for setting goals and hunting them down, with the rest of the group cheering you on.

This isn’t another expert group, selling products and services to you, constantly shifting and changing, oh no.

I’ll leave the Facebook ad specialists to sell you Facebook ads, the NLP guys to sell you NLP, and the “get to six figures” people, well, let’s not even go there.

The Locker Room isn’t about telling you what to do and how to do it – in my experience you’ve probably got all the answers anyway, you just need someone to ask the right questions

We don’t impose on you what we think you should do, that’s not how this works.

My promise to you

I’ll sit with you and work out what your best option is. Together we’ll work on finding the best solution. That’s me, you, and the rest of the members working to achieve that goal on your terms.

Most of my clients have been with me for 4, 5, or even 6 years. Why? Because they understand that to get better, you’ve got to want to be better.

They stay because they get results.

I’m not a marketer, but I understand marketing. I’m not a sales expert, but I’ve sold my entire life. I’m not a process expert, but I understand the need for them. I’m not an accountant, but I do understand numbers.

What I’ve done is build a team that’s full of experts, so our Locker Room members can access the best – whatever it is they need.

Robbie Richardson, Richardson & Paige

Lorraine Ashover, Minerva Procurement 

So, let’s talk about what results might look like.

The Digital Marketer who went from £5k/month to £50k/month in under a year during his third year of trading.

Or the member who didn’t sell anything for 6 months, nearly lost everything, ended up selling her business for a profit and started a new highly profitable venture – all during lockdown.

Or maybe the reluctant leader of 20 years who launched a new brand, got 3000 downloads of a brand-new podcast in 3 weeks (that’s more than me after 18 months), increased his team by 7, moved to bigger premises, turned down a job at no.10 and is on track to break even after the most financially and personally challenging year of his life.

And my favourite (don’t tell the others) the couple who’ve had their best year EVER despite not being able to trade for 5 months.

All these are people who’ve benefited from the community, shared values and work ethic of the Locker Room.

I have to be honest here… we’re not going to do the work for you.

As a coach, I couldn’t hit the ball for my players, and I’m not going to start now.

There’s a reason that a Locker Room smells of sweat – it’s a reflection of effort.

Basically, what you get when you become a Locker Room Member is everyone in your corner, dedicated to your success. I’ll be at your fingertips, at your disposal to help you.


You can join The Locker Room at any time.
It kicks off with a strategic session, in my office, at my house. We’ll get to know your business inside and out, plus have a chat about your goals and desires. The idea is to find out what’s important to you AND work out what you won’t tolerate so that our relationship gets off on the right foot.

Half a day of my time is £750+, but this is included in the Locker Room membership.

1:1 support whenever you need it

Some members have quarterly board meetings, some have regular zoom calls, some I only hear from when they’ve got a question. Others want to use me as a sounding board for accountability.

The point is – it’s your journey. We’ll work together in the way that suits you best. I’ve found that players and business owners thrive when they’re given the autonomy and discretion to shape their own programme.

Whether it’s on zoom, over the phone, in a coffee shop or at my house, with hand-ground coffee and biscuits, the outcome is the same. It’s about creating the perfect environment for you to succeed in.

10 full day Locker Room Meetings

Exactly as it says on the tin – you’ll be with us all day.

The agenda is shaped by your questions in tandem with the observations I’ve made when working with you. We’ll have a Mastermind element within the meeting, delving into potential opportunities and paying close attention to any challenges you might face so that everyone benefits.

The topics will be relevant and practical.

Sadly, I can’t fit everyone around my dining table (unless you fancy an overly competitive game of musical chairs) so the meetings are held at a lovely venue in South Buckinghamshire.

Get yourself there, cover any accommodation and I’ll take care of the rest.


Locker Room Socials

My clients have become my friends.

They’ve invested in me, and I’ve invested in them. I’ll let you in on a little secret – I only like working with people I like. When we’re working so closely with each other, that personal relationship is vital.

People who are team players, who enjoy life, and who are passionate about being better, all while having fun – that’s who I really love working with.

Sound like you? Good! That’s a great place to start.

If I’m doing anything fun, you’ll be getting an invite. It’s a great way to spend time together. You can pick my brain if you want, but the main thing is to have some fun!

The reason? All of my best ideas have come to me when I’m doing things outside of the business with other business owners. Days at the cricket, playing golf, enjoying an outdoor festival, or whatever it may be – I’d love you to be there.

The Locker Room isn’t just Mastermind rebranded

Okay, this is important. You might be thinking 'well, what’s the difference between this and a Mastermind?’‘.

Well, there’s one key difference. Most Mastermind groups give you access to a coach for an hour (maybe longer) in the meeting. With the Locker Room, you get access to me and the team EVERY MONTH – whenever you want it.

There’s no need to explain what you do because I’ll already be working with you. The group meetings are an essential part of the Locker Room, but they don’t define it.

If you’ve got a question, don’t hold onto it until the meeting – ask now.

There’s no magic wand

Ignore social media. No matter what someone on Instagram is telling you in front of their hired-by-the-hour Ferrari, it’s simply not possible to transform your business overnight.

Any get rich quick or one simple trick solutions being peddled are unrealistic. And that’s being generous.

Progress comes from practice, patience, and a whole lot of sweat.

If you join us and expect everything to be fixed in a few weeks, you’ll leave disappointed. That’s just the honest truth. But if you turn up, ask the right questions, do the work, and engage with us, you’ll get results.

"Since working with Ash, my business has seen systematic growth of 30% to 40% each month and I’m achieving an income I didn’t think was possible when I started."

You get what you pay for

Delivering results on a shoe-string budget doesn’t work. And believe me, I’ve tried.
There are two reasons:

  • The less people pay, the more people want
  • The more people want, the less I can afford to give them

It’s a double-edged sword, essentially. Investment in The Locker Room isn’t expensive, but if the thought of £10k a year to access me and a team that will seriously help you and put a lot of time and effort into your business, then I’m not for you.

You can’t just turn up

I love the smell of a Locker Room.

It’s hard work, it’s determination, and it’s a will to succeed.

It’s the smell of people who always give 100% and leave nothing on the playing field – but who have a great time doing so.

The Locker Room is a collaboration between us – and I promise I’ll do my bit. BUT you need to do yours, which means taking action. If you’re expecting to join and sit back, then this isn’t the right opportunity for you.

The Investment

The monthly fee for The Locker Room is £750 + vat per month. There's a joining fee of £250 + vat.  Once you join, you’re locked in at that price for as long as you’re a member.*

This is a collaboration – a partnership between the two of us.

Change takes time, and we want to work with business owners who understand that. We don’t have long contracts, but we ask for an initial six-month commitment to give us time to work together and get some traction.

We’re serious about helping you. We want people who are serious about getting help.

Interested in joining us?


One of the joys of business is the right to choose.

I want to work with people I like, respect and believe I can help. I watched many Tennis Coaches commit to players they shouldn’t have and hang on to players too long.

I want to get every partnership right because I want to foster the right culture within the group. And in all honesty, I want us to have a long friendship too.

If we already know each other, just send me a WhatsApp, text, email, message, or call me. I probably already know whether you’re the right fit, and we can go from there.

If you don’t already know me, apply below and we'll be in touch to see if The Locker Room is for you.

We’re open to new members at any time. There’s no intake, and there’s no contract beyond the initial six-month agreement.

"As a business we’re now generating as much per month as we were per year before starting to work together." 

Ready to find out more?


*Inflation based increases will apply annually of no more than 3%.