Intuitive Business Coaching

Is this you?

You want to earn more money but don’t want to just copy others or play ‘follow the leader’. Instead, you want to double-down on what you’re naturally excellent at, and love to do

Your emotions tend to wax and wane depending on how your business is and you’re keen to break this cycle of tying your profits and productivity to your mood

You’ve done the hard yards of building your business and you’re now ready to get more intentional about how you design your days, team, skills and business model

You’ve been told your business is different but you struggle to explain this, simply and compellingly

You want to define your own idea of success and then go about methodically creating this

You don’t just want more profit, you want to grow a sustainable, meaningful business that feels good and does good

Business coaching for the whole individual


Intuitive business coaching cultivates your emotional intelligence and insight so that you’re better able to coach yourself. Combining left and right brain thinking, you are coached as an individual human being, not a person with an (ever growing) to-do list.

We work with your particular psychology, social conditioning, business- and life-experience to work to your strengths, mitigate your weaknesses, and develop not just your business, but your whole life.

Intuitive business coaching is an equal, empowered partnership of two individuals coming together to co-create the best path forward for you, your business, your vision and legacy, and the lives of your loved ones.

Business, done differently.


You’re fiercely independent and derive great satisfaction from crafting your own living, on your own terms, using your own smarts.
Running your own business isn’t easy, that’s for damn sure
As a business owner for thirteen years now, believe me when I say I know how you feel.
Success is not a specific number. It’s not about how famous your clients are or how many awards you’ve won. Defining your own idea of what success is, and then having the courage to go for it isn’t typical. More commonly, business owners end up burnt out, highly cynical, depressed, anxious and over it.
It takes guts to last the distance. It takes courage to create your own path. It takes a special kind of individual to work for love and money.
Yes, you can figure this out by yourself. But why would you?

Intuitive business coaching gives you clarity and confidence


Going against the mainstream antagonises the worst of our social conditioning, as our inner critic tries to stop us from making a fool of ourselves.
It’s hard work when your friends and family don’t get what you’re trying to do. It’s disempowering getting irrelevant and thoroughly banal business advice and coaching from mainstream sources and you may start to question your desires and repress your ambitions (don’t do that!).
If you’re ready to do business differently, I’m ready to help. Let’s save time, money, angst, and inject way more joy into the process of building your business, your way.

I decided to engage Brook as my business coach because I’d worked with her before and I knew she knew her stuff and I wanted someone ‘in the know’ to support me during my first online course launch. Brook helped me in those pivotal days to focus on the key tasks that were essential, not only to the smooth running of the course, but reaching the people who would be most likely to benefit and would purchase. She was, variously, my teacher, trainer, cheer-squad, confidant, accountability coach, and business manager and it made the whole experience that much more easy. Brook is a great combination of supportive, plain speaking, encouraging, and firm when required.

Lauren Tober

Clinical Psychologist and Yoga Teacher

I needed help to restart my business marketing because I didn’t have enough clients. I find Brook’s clarity really helpful. She challenges a lot of my assumptions and gets me out of my comfort zone.
The process of working together is excellent. I’ve had a huge amount of practical advice on everything from putting together proposals to writing for my audience. Since coaching, I’ve made changes to my website, started blogging, changed where and how I work, and been far more productive. Brook’s advice on improving SEO led to a new client finding me only through my website for the first time ever! Brook cheered me on as I prepared my proposal and I landed a big new contract. I feel far more confident in my business and where I’m headed since coaching.

Catherine O’Dwyer

Laboratory Accreditation Expert

I decided to engage Brook as my business coach because I needed an objective, credible second opinion to verify my business decisions and Brook has the holy grail combo of no-nonsense business first, with a marketing lens. The process of one-to-one coaching with Brook was fabulous. Her tough questions that were all relevant and useful and she was accommodating when life and business got in the way.

Since working with Brook, I’ve taken big action in two key target areas that I identified when we started working together. I took a big step to invest financially in the business, in both systems and people. Our entire marketing is set up and automated now, so I’m less reliant on personal strengths and time constraints. We have a brand new beautiful website, thanks to Brook and her team. And I’ve engaged a social media person too, to generate credibility-boosting numbers and activity in social media.

Coaching with Brook has renewed my faith in my own decision making compass. The launch of three unique product lines has been far more scalable and less reliant on my personal contacts and my personal hours. Our second corporate event made a profit and received incredible feedback. And our brand is positioned to best capture the audience we want to sell to.

I’d happily recommend Brook’s business coaching.

Cath Nolan

Managing Director, Gender Gap Gone

Hi, I’m Brook McCarthy

business coach brook mccarthy
I’ve been a business coach for more than 10 years now, and have more than 16 years’ experience in communications, including Public Relations, digital marketing and copy writing. I’ve run my own business since 2008.

I’ve been told I’m not a typical business coach. I don’t have a university degree in business or marketing, yet I teach business and marketing at university and vocational training colleges around Australia, as well as internationally. I’m lucky to have coached numerous business coaches, executive coaches and expert consultants over the last 10 years who come to me because they want to reinvent themselves, rediscover their passion and turbocharge their creativity.

I learnt about business and marketing in the real world. My father was a small business owner and, at the ripe old age of 17, I was answering the phone to creditors seeking payment. I did my Dad’s books for years, and supported him through his business partnership dissolving, and the radical changes of growing and shrinking a consultancy.

I also learnt business when working in Cambodia and Vietnam for two years as a small group tour leader. This role was the steepest learning curve of my career, giving me skills in intercultural communication, bonding a diverse group of individuals in highly stressful situations, dealing with the 6,789 unforeseeable situations as those arose, self-confident communication, and the art of making quick, and sometimes difficult, decisions without missing a beat.

My formal education is in comparative religious studies (I wanted to know the meaning of life) and international relations and politics. If only I had a PhD in sex, all taboos would be covered. I’m also a senior yoga and meditation teacher of more than 20 years experience (I started as a baby hippie).

I well understand the quest for meaningful work, because I’ve lived it. We all bring meanings to, and derive meanings from, our work and this is doubly so when we’re self-employed. There’s a better way to build your business – where you’ll know when you’ve arrived and can honestly say “it’s all been worth it”.

I don’t know whether to love or hate you. You keep inspiring me to do more and more. Your ideas and insights have been invaluable and, thanks to our collaboration, my business has taken on a exciting new direction. Even though you are keeping me very busy, I wouldn’t change a thing! Thank you Brook!


Yoga Studio Owner

So often as yoga teachers, our hearts and heads are full of yoga. We fall into running our own businesses but there are so many crucial skills we need that we just don’t know about.

After seven years of relying on word-of-mouth to keep my yoga business ticking along, I’m now seeing obvious positive changes having worked with Brook.
I wouldn’t hesitate in recommending her public courses and coaching.

Mitch Gibson

Yoga Studio Owner

Together, we can cover:

Business by design

Businesses often grows organically in a direction that doesn’t really work for the business owner. We’ll dig into your strengths, childhood and other socialisation influences, deeper desires, big vision, and lifestyle aspirations, to intentionally craft your business by design.

Developing your decision making skills

Decision making is a key skill for all business owners to master. It’s a combination of self-trust, expertise, and emotional intelligence. We hone your decision making skills so that you can move faster, with far less angst, worry and overthinking.

Know your strengths

We’ll dive deep into your particular stories, talents, experiences and expertise in order to play to your strengths, better define your point of difference and know how to work in a way which works with your innate strengths, not against them.

Courageous difference

Defining your business’s difference is firstly about clarity, then about courageous execution. The more you can embrace your differences, the more powerfully your marketing will work to attract your ideal clients that make business a joy.

Profits and pricing

Clarity around profit means you make empowered decisions and can price your offerings accordingly.

Designing and refining your unique offerings

Transform your offerings so they speak directly to the wants and desires of your ideal clients while also working to your particular strengths and passions, so they’re truly proprietarily yours.

Compelling communications

To intentionally craft a business that works for you, you need compelling communication skills, not only to for your marketing, but for communicating with your team, advocating for your needs in your personal life, and being lovingly and directly honest with yourself.

I engaged Brook because I wanted to build the foundation for my future and make a full-time living out of yoga. I’d met Brook in person and resonated with her sense of humour. I also loved reading her blog. Working with Brook has been fast-moving, yet I’ve felt safe and motivated the entire time. She picked up on my situations very quickly and gave me the necessary mindset and encouragement to not doubt myself so much.
Since working with Brook, I wrote The Clean Yogi book and invited international yogis like Amy Ippoliti, Tiffany Cruickshank and others to contribute. I’ve taught at various festivals around Australia, including Evolve and Wanderlust. I spent almost three months in Fiji offering retreats and teaching yoga in 2014, and I stayed grounded and focused – most of the time – even being involved in so many massive things.
Brook taught me how to be more bold and direct in my communications with my clients and collaborators and to see the things as they are, without feeling so personally affected. It felt safe to express my fears, struggles and to be honest, because you created the space for it and you were too. The sessions were intense, focused and always left me with a juicy heap of inspiration and motivation. I felt strong and totally on the right path.

Alexa Nehter

Yoga Teacher

This could be perfect for you if:

  • You’ve been in business for yourself for at least two years, busy with work, and ready to start being more intentional with your business’s development.
  • You are keen to reinvent yourself, including the way you relate to yourself. You’re ready to move beyond old patterns and habits and bring a clear-eyed plan to your growth.
  • You want your business to be a far more accurate and powerful reflection of yourself.
  • You take full responsibility as a grown adult, and know there are no guarantees in life but you’re ready and excited to make change.

This isn’t for you if:

  • You’re looking to for a secret formula to grow your business quickly, without any additional effort on your part.
  • You’re looking to give away responsibility for your business failures and successes.
  • You are willing to do the work, to follow through on our sessions together, you don’t just want to talk.
  • You aren’t willing to lovingly examine unhelpful thinking and belief, or your self-sabotaging tendencies, in a mature, equal relationship.

Business coaching includes

  • Sessions are conducted online and recorded. We aim to meet at the same time (more or less) either weekly, fortnightly or monthly.
  • Our first session together is 90-120 minutes as we attempt to empty your head into mine. We review where you’re at and where you want to be, and nail key goals you have for your business coaching. Following sessions are 60 minutes.
  • Together, we develop your Action Plan. This is a collaborative, online document that ensures you’ll always know what you’re doing, what to prioritise, and (most importantly) what you don’t have to worry about.
  • Email me in between our sessions for those freak-outs/epiphanies, clarifying questions or “help please!” requests for further information.
  • My little black book of trusted industry experts (invaluable!). Need a copywriter, website designer, SEO nerd, photographer, videographer, PR person or extraordinary organising-type person? I know just the guy (and no, I didn’t find them on Fiverr or through a quick Google search, and I don’t recommend you do this either!).
  • Supporting information, templates and exercises that I’ve developed, which have been tried-and-tested in large and small training groups and with my clients.

$3980 up front

For 8 sessions taken every fortnight, over a four-month period. This is in Australian dollars. Payment plans are available: $850 per month for five months, via credit card.


Big change takes time. Invest in 20 sessions taken every fortnight, over a 10-month period. This is in Australian dollars. Payment plans are available on request.

Ready to talk?

If you’re read this page, know what’s involved and are keen to do business coaching with me, then schedule yourself in for a 15 minute chat so we can see if we’re suited to each other.
After you pick your time, you’ll be directed to fill out a form so that I can learn a little more about you and your business.

Have a question not answered here? Send me an email.