This much I know

About me

I’m Sean Masters.

First and foremost, I’m a committed father of two and husband of one. And in my spare time, I love to work and learn.

A qualified Coach & Mentor, an experienced certified Brand Strategist & Architect, and a battle-hardened business owner of 15+ years.

I’m also often the practical guy in the room (and depending on who you talk to, the ringmaster, sounding board, agent of change, and ‘that tall skinny guy’).

I’m deeply interested in human behaviour, including behavioural economics and psychology.

UK-based, residing in Nottingham.

About my journey

Over 15+ years on the front lines, every mistake and lesson has deepened my understanding of human behaviour—whether it’s with partners, employees, clients, suppliers, or even myself—and what’s critical to consistently succeed: pricing, communication, documentation, legalities, forecasting, and time management.

Having built my career in the services sector, I understand its specific challenges, including:

  • Standing out in crowded markets

  • Promoting intangible offerings

  • Scaling with limited skilled resources

  • Maintaining process and service quality

I draw on this hard-earned experience to support other service business owners, like you, in navigating and thriving through these challenges.

At a time when Myspace was the world’s most popular social platform and the largest financial crisis in living memory was just getting going, I set out on a business adventure. It rewarded me with the steepest, most valuable, decade-long learning curve, where I made virtually every mistake possible.

However, as my daughter regularly reminds me –

“Mistakes are like medicine, they make you better.”

What kind of coach am I?

One that doesn’t neatly fit into a coaching stereotype.

I'm NOT a Guts-and-Glory-Coaching-Bro, whose mega-watt personality has driven every venture to a multi-million dollar exit.

I AM interesting and have a personality, which I wield occasionally. But more importantly, I am focused on helping you build your business through sustainable and authentic strategies.

I'm NOT a Silver-Haired-Corporate-High-Flyer Coach who now dispenses big business wisdom to small businesses.

I AM a small business specialist. Although I have worked with plenty of blue chips, my experience and expertise have been forged in and around micro to medium businesses.

I'm NOT a One-Hit-Wonder Coach, who made a wedge with a business concept and now shares top success tips.

I AM well-rounded with diverse experience. I guide where appropriate, drawing on life lessons learned launching and building different businesses.

I'm NOT a Woo-Woo-Spirit Coach focused on you getting in touch with your inner self, and less concerned with the issue at hand.

I AM an empathic guy and an active listener. My focus is your growth – business and personal – working with you to build your skills and confidence.

What I bring to the party

Energy and a grounded, practical mindset.
I don’t judge and always (try to) remain objective. I am also fluent in people.

“Sean Masters is absolutely fantastic at what he does…”

Matt Spuffard
Director
Base1

About my Coaching & Mentoring experience

I began coaching & mentoring in 2008 when I employed my very first member of staff.

Over the years I have supported my business partners, employees and clients, and have also benefitted from being coached and mentored by excellent people.

In 2022, I began mentoring business owners through the Help to Grow: Management program and privately with clients.

In 2023, I qualified as a business coach and mentor, with a degree-level Certificate (ILM Level 5), and continue towards a Masters-level Certificate (ILM Level 7).

I firmly believe in the benefits of lifelong learning and development and work hard to provide the best outcomes for my clients.

My back-catalogue

Over a 25-year career (15+ years as a business owner), I’ve been fortunate enough to work closely with 100s of large and small businesses across a diverse range of industries, giving me a unique insight into common challenges and an ability to cross-pollinate ideas and approaches.

2007: I co-founded my first business, a marketing agency, which I co-managed and grew over 12 years.

2012: I co-founded a SAAS business, which was sold in 2023.

2019: I co-founded a brand consultancy and became certified as a brand strategist and architect. A business I continue to manage.

2020: During the toughest trading period in living memory, I sat on the board of a small group.

2022: I invested in and co-founded an experimental, socially-focused food pop-up business. Although the concept was proven it was not a commercial success and closed in 2024.

2023: I launched Masters – Coaching & Mentoring as a vehicle to ‘give back’, share my experience and support passionate service business leaders to make change happen.