I became a business coach because I wanted my experience to serve a bigger purpose: helping people see more possibilities for themselves—and turn those possibilities into action.
From representing claimants to supporting business owners
Before moving to Canada at the end of 2019, I spent 32 years building and running an insurance business. I represented claimants in their dealings with insurance companies, grew the business across several UK offices, and managed claims around the world.
That work mattered. Standing alongside people when they needed support was rewarding. But I felt drawn towards a different kind of contribution: helping business owners shape what came next, rather than only helping them respond to what had happened.
Coaching brought together my experience as an entrepreneur and my passion for helping people achieve not just what they had planned, but what they were capable of.
One person. A wider impact.
My motivation goes beyond the person sitting across from me. When a business owner grows in confidence, makes better decisions, and builds a stronger business, the benefits can reach their team, their families, and the community they serve.
That is why I chose business coaching. I can work with one person while helping create the conditions for many more people to benefit. That wider impact is what gives this work meaning for me.
I know the value of having someone in your corner
My own coaches and mentors helped me see beyond the limits I had placed on myself. They challenged my thinking, held me accountable, and supported me through difficult decisions. They also helped me become a better listener.
Not every learning experience delivered what it promised. Over the years, I learned to look beyond exciting ideas and impressive claims, and ask what would genuinely make a difference.
I bring that lesson into my coaching. The work needs to be about the person and their situation—not following a script or chasing the latest idea.
Compassion and challenge belong together
Being heard matters. So does being asked the question you have been avoiding.
I want people to feel understood and respected, while also feeling able to examine their assumptions, make choices, and take responsibility for their next steps. Listening, reflection, and honest feedback are central to that relationship.
I continue to learn and reflect on my own work because I believe growth is an ongoing commitment. It is something I practise, not simply something I ask of my clients.
The purpose behind my work
My purpose is to give people choices and tools that help them move beyond what they thought was possible. For a business owner, that might mean seeing a clearer direction, leading with greater intention, or building a business that better supports the life they want.
I see it as a privilege to be part of that process. The business matters—but so does the person building it, and the people affected by its success.
That is why I became a coach. It is also why I keep doing this work.
Joel Zimelstern
What would you like to make possible?
If something in my story resonates, let’s talk about your business, what matters to you, and whether working together would be a good fit.
