Direct answers, no marketing.

Founder of Evolve to Grow. Australian business coach working globally. Built and sold a cycling apparel business after rebuilding it from $200K in debt. Coaching B2B service-business owners since 2017. Author of Altitude (2026).

A nickname that stuck. Sherpas guide climbers up the mountain — they don't carry them. Tristan's role with clients is the same: he's been to the top, he knows the terrain, but the climb is yours.

Tristan is based in Australia. All coaching is delivered globally over Google Meet. Active clients are in Melbourne, Sydney, Singapore, Perth and New Zealand.

Most coaches sell a single framework to everyone. I don't. The BEF is the map — the prescription is built to your business, your stage, and what's breaking right now. Cross-portfolio insight matters: I'll tell you what comparable businesses did, what worked, what didn't, why.

Fortnightly tier: two 60-min sessions per month, structured pre-briefs, Slack/voice memo access between. Quarterly review locks the next 90-day plan. Weekly tier: weekly 60-min sessions plus direct mobile access for live-fire decisions.

30 minutes on Google Meet. Free. The qualifying step in the coaching funnel — I ask more questions than you expect, we confirm fit on both sides, and if there's a fit I send the coaching agreement. No sales close, no urgency tactics. If we're not a fit I'll tell you on the call and point you somewhere better.

The Diagnostic is a separate paid product — $1,500, one-hour audit call with your real Xero + sales data, written audit document walks out the door. It's not part of the coaching sales funnel and isn't a prerequisite for coaching. Some owners want the paid audit as a standalone deliverable; others apply directly for coaching and never touch the Altitude Audit.

Longest active is 8 years. Several at 5+ years. Minimum commitment 6 months for 1:1 coaching because anything less is theatre.

No. Coaching that doesn't stack doesn't work. The $1,500 Altitude Audit is the closest thing — a standalone paid audit, no coaching commitment attached.

Five layers — Foundation, Supporting Systems, Success Triad, Inner Core, Core Fulfilment — built foundation-up. Plus five stages of business: Survival, Success, Take-Off, Resource Maturity, Decline Prevention. Together they locate your business and prescribe the next move.

Eight years of pattern-matching across hundreds of service-business owners. Every layer earns its place. The BEF is the result of working real businesses through real cycles, not theory.

Yes. The 125-question BEF self-assessment is in the book and free for newsletter subscribers. It gives a directional read. The free 30-minute discovery call gives a sharper one. The paid $1,500 Altitude Audit — with your real data reviewed beforehand — gives the precise one.

Coaching (three tiers, all entered through the free apply funnel): Fortnightly — from $2,000/mo + GST, 6-month minimum. Weekly — from $3,000/mo + GST, 6-month minimum. Profit Share — lower monthly base + a share of new profit, by application only.

Separate from coaching: the $1,500 Altitude Audit — a standalone paid product, no coaching commitment attached. One-hour data-backed audit + written audit document.

I can't guarantee what you'll execute on. What I do guarantee: month-to-month after the first 6 months. If the work isn't moving the needle, you can leave with a month's notice. No exit fees.

Yes. Tax-deductible business expense in most cases (talk to your accountant). Invoicing through ABN, GST inclusive on application.

I'll tell you on the discovery call. Before $500K the work is product-market fit and proof-of-revenue, not the BEF. I'll point you to a better-fit coach or program. I don't take clients I can't help.

Sometimes. The BEF maps cleanly to product businesses but my pattern library is service-led. If you're a service-product hybrid I'm probably a fit; pure-play SaaS or e-commerce, less so.

Owners looking for a hype-merchant. Owners who won't take ownership of outcomes. Owners under $500K. Owners who can't commit 6 months. If three or more describe you, don't apply.

2026. Pre-orders open now. Hardcover, audio, and digital launching together.

B2B service-business owners doing $1M–$10M who want their business to serve their life. Same audience as the coaching, just at scale. Useful for any owner-led service business.

The book is the map. Coaching is the prescription. Plenty of owners run with just the book and do well. Coaching exists for the ones who want pattern-matched guidance from someone who's seen the next two moves before.