Meet the Team

Leadership Team

Tony Fraser-Jones

Founder & CEO

Favourite Quote

"Well done is better than well said." - Benjamin Franklin

Book

The Road Less Stupid - Keith Cunningham

I arrived in this world at 6:29am on a clear July morning … the eldest of four children.  Mum and Dad had a dry stock farm in a small rural community near Hamilton, New Zealand.  Farming was a great way to grow up and the values of hard work, self-reliance and more hard work were instilled at an early age.

I attended a small country school as a junior and then spend 5 years at the local high school, Te Aroha College.  I had a blast at school and my parents made sure we had every opportunity to try different sports and other activities.  Rugby, cricket, basketball were my favourites.    As a parent now I can appreciate the efforts my parents put in!  In 1993 moved to the city to study at the University of Auckland.  I had a blast at University and graduated with an MCom (Hons) in Management and Employment Relations…which proved useful for the coaching business!

I’ve had a varied professional life from working at Accenture, a global management consultancy, to owning a Gourmet Burger Restaurant and owing a property renovation company.  My wife and I have a substantial property rental portfolio and invest in commercial real estate as well and a bunch of alternative investment funds throughout the USA, Australia and New Zealand.

We established our coaching business in 2010 after seeing the struggles that tradie and service business owners were going through.  I spent many, many  hours with Plumbers, Electricians, painters, glaziers, landscapers etc. whilst owing our property renovation company and the struggle was real for the contractors that we worked with.

And results were incredible and immediate for our first clients.  I was hooked on helping business owners increase profits and get there time back with less stress and hassle.  Since then our business has grown massively and I’m extremely proud what Profitable Tradie has achieved by helping 1000’s of business owners.

I’m married to Bronwyn and we have 4 great kids.  Three boys, Jack, Alec, William and one beautiful daughter Evie.  I feel grateful that our business allows me plenty of time to “hang” with our kids.  I’m involved with coaching sports teams and I am on the Board of Trustees at our sons’ High School. St John’s College.

My approach to life is to encourage everyone (including myself) to be the best you can possibly be.  Being able to help other business owners in the trades and service industry do just that gives me a real kick.  Our members have labelled me as “the person to talk with when you’re sick of thinking small.”  The vision for Profitable Tradie is “helping the owners of Plumbing, Electrical and similar service businesses to create the future they never knew was possible.”

I enjoy exercise and staying fit- running is fun.  And more recently I’ve enjoyed adding strength training into my exercise program.  Staying fit, healthy and active is important to me.  Particularly because we have children with some “interesting” health challenges so I want to set a good example.

What I enjoy most about our work is being able to share our experiences with more people through our Podcast – The Profitable Tradie Podcast and through my recently released book – The Profitable Tradie: 7 Steps For Trades Business Owners to Earn more while working a lot less.

Tony Fraser-Jones

Founder & CEO

Phil Smith

Chief Operating Officer

Favourite Quote

"You miss 100% of the shots you never take" – Wayne Gretzky

Book

The Road Less Stupid – by Keith Cunningham

I grew up with the classic Kiwi childhood – playing rugby down at the local park, saving up pocket money for the dairy, and riding my bike around the neighbourhood looking for a cluster of bikes on someone’s front lawn (how you know where all your mates are).

I was always a really sporty kid and basically played anything with a competitive outcome. My main sport was always rugby, but would settle for anything my sisters were willing to play as long as we got outside and could stretch the game out till dinner time.

My other childhood passion was music, again resulting in listening to everything with a tune, and eventually learning a range of instruments so I could play along. Too bad I can’t sing to save my life!

I went to High School at Mount Albert Grammar, where I was a member of the Auckland champion and National runner up First XV, among other sports. Academics was always something I achieved in, but sport was my true passion.

I began a degree in Physiology and Biomechanics, hoping to one day be involved with high performance sport. After a year or so of my study I realised I was signing up for a lifetime of sitting in a lab and that maybe it wasn’t for me, so I started thinking of other careers I may enjoy. Up until then I’d been working various Pub/Bartending jobs, and had recently taken up a sales role with Vodafone, and had always dreamed of playing rugby professionally.

After finishing my degree, I had a stint playing rugby in France, and was able to see and do so many cool things all around the world. Ultimately, an injury would get the better of me and I would return to NZ. Rugby had been an amazing opportunity but wouldn’t end up being a career I could bank on – I had to get a real job!

After going back to Vodafone in a management capacity, I ended up taking a risk and moving into a sales management role within Michael Hill Jeweller, where I eventually rose to a Head Office position – Running the Learning and Development for all of NZ. This opportunity ignited my passion for business and people management, and helped me finally find my career!

I will always love sport and music as my main hobbies, and would never turn down an overseas adventure, but my favourite hobby of all is spending time with family and friends. I am a social guy who is always keen for an activity, and I spend as much time as possible with my wife, Maia, and our son, George.

I believe life is made up of opportunities, and the way to get the most out of life is to take as many of those opportunities as possible – even if it pushes you outside your comfort zone!

Phil Smith

Chief Operating Officer

Damon Fisher

Marketing Director

Favourite Quote

“We cannot solve our problems with the same thing we used to create them” – Albert Einstein

Book

5 dysfunctions of a team – by Patrick Lencioni

Life for me began over the ditch in Brisbane, Australia. After chasing a few kangaroos around the block, I decided a change was in order.

At the tender age of 3, I crossed the ditch to wrangle a few sheep in New Zealand and ended up settling in the majestic Mount Maunganui.

After  completing my high schooling at Tauranga Boys college I decided to head offshore for a new overseas adventure, this time I was off to Michigan, USA. I had a three month stint as a cabin leader at Camp America and loved every moment. This is where I developed a real thirst for travel.

After a brief working spell in Melbourne (post USA) it was back to the books, this time at the University of Waikato. I completed a Bachelor of Management Studies, double majoring in Marketing and Human Resource Management, achieving first class honours. During my university studies, I slipped on the lycra and completed a marketing internship at the Avantidrome/ Home of Cycling. I learnt lots and discovered marketing definitely was a career I wanted to pursue. I was also involved in some shameless campaigning and after a few “I have a dream” speeches I was elected into a marketing position on the board for the Waikato Management School Students Association. This is where I developed a particular interest in online marketing and I haven’t looked back since. It’s fair to say I’m a pretty big fan of learning, especially if it’s marketing related – give it to me for breakfast with a cuppa coffee.

I’m a bit of a sports fanatic, I love all forms of sport and I particularly enjoy tennis, golf and football (BIG Liverpool fan here!).

After ending up in an ambulance twice in one season from football, I decided it was time to hang up the boots and play golf which is nicer on the body. Although, I’m not sure my heart would agree when stress levels are through the roof from yet another duffed shot!

Traveling’s also a biggy for me, nothing beats roaming unexplored territory and experiencing different cultures to give you perspective on your own life!

I’m a pretty social chap, so I really look forward to having a beer with you sometime!

Damon Fisher

Marketing Director

Lyndon McPhail

Sales Director

Favourite Quote

"Growth comes after the pain. If you’re comfortable, you’ve left it too long"

Book

Extreme Ownership – Jocko Willink & Leif Babin

I was born in South Africa, in a small town just North of Durban called Freedom! I had everything but freedom. It was a small dead end town where the biggest event was our first set of traffic lights. At the age of 15, my family moved to the east coast to a city called East London (Yes still in South Africa, not England!) where life really began for me.

In my early twenties, I made the decision to move over to New Zealand. No amount of research could have prepared me for how incredible this Country is. I was blown away! I’ve been here for 13 years now and proud to call myself a Kiwi.

I went to a diverse High School, called Vryheid High where we had over 1500 pupils. With the diversity of cultures in South Africa, we were taught 3 different languages in High School to cater to all pupils.

I have always been passionate about sports, excelling in cricket and football. I spent before school, break time, after school and all weekends and holidays playing sports whether competitively or just kicking the ball around with the neighbourhood boys.

I began my career as a 15 year old boy, waitering in a large food chain over in SA. After 2 years serving tables I was offered a position as a Manager which I took with both hands. This is what really ignited my passion for people and Business!

Once in NZ, I began as a store manager at McDonalds. I stayed there for over 7 years but eventually the 24\7 nature of the business was too much. I decided that It was time for a change and set my sights on a new challenge. Retail. I was offered the position of Manager In Training at Michael Hill, where after 2 years I worked my way up from Manager in Training to running the company’s Flagship store on Queen Street, Auckland.

My combined 17 years in Retail and Hospitality highlighted my passions, getting the most out of a Business, and being able to meet and help great people along the way.

My passion for sport is still very much alive, however I am now a full time spectator! I never miss a UFC event or game of International rugby. I still try to get to as many live sports events as possible!

These days, my passion and love of sports comes second to only 1 thing, my family! I am the extremely fortunate husband to a beautiful wife and the super proud dad of 2 beautiful little girls. My weekends are filled with trips to the beach, bike rides to the parks and walks to the pond to feed the ducks (and any other excuse to get myself an ice cream!).

In the small window of personal time I get, I enjoy some time at the gym. I look forward to meeting you sometime for a chat, and having you as a part of my story!

Lyndon McPhail

Sales Director

Cam Hill

Coaching Director

Favourite Quote

“Some people want it to happen, some wish it would happen, others make it happen.” – Michael Jordan

Book

Never Split the Difference – Chris Voss

Life for me started in the good old town of Tokoroa and shifted to Rotorua to spend the majority of my childhood from the age of 2. Rotorua was a great place to grow up as it’s small enough where all your mates live around you and the family lived out at Lake Okareka, so it was just a stones throw to the lake.

I had a classic kiwi childhood playing rugby in the weekends until my hands had been stood on too many times that I had broken all of my fingers. I liked getting stuck into anything competitive I could, rugby, cricket, canoe polo, tennis even taking handball to a level it really should not be.

I went to high school at Rotorua Lakes High School, where I was first XV in rugby moving through a bunch of positions finally landing at hooker. My passion at school was mostly about hanging out with my mates as much as I could.

I began my BMS degree at the University of Waikato, without really understanding what I wanted to do with it. After two years of study I realised another two years of this wouldn’t land me where I wanted to me and I decided to take the practical approach and got stuck into moving through the leadership ranks.

I began my leadership career with McDonalds, this place taught me all about systems, systems run the place. I got my first foot into business financials and leading people, was a great place to learn about how to business world works.

I then shifted to Spark where I was ignited with a sales passion and performance of business results. I’ve always been a competitive person, but this place allowed me to take it to a new level. I grew through the leadership ranks here to a point where I was responsible for 140 reports over a bunch of sites.

I’ve always been into Sport, watching and playing anything I can. Since leaving my rugby days behind I’ve picked up MMA (Mixed Martial Arts) and achieved a purple belt in Brazilian Jiu Jitsu and orange belt in Karate, although this has more become a couch sport than an active one.

My favourite thing to do when I’m out of the office is catch up with a mate over a coffee or a beer if I’m not trying to convince you to try my new garage brewed cider I’ve just created.

I love to travel, have done the non-stop Europe trip and am keen to get back there, as well as the US and Asia. Over the next few years, I plan to hit these in style with my wife Sarah.

Cam Hill

Coaching Director

Jo Beere

Business Support Director

Favourite Quote

"Happiness is when what you think, what you say and what you do are in harmony" – Gandhi

Book

Book is Dare to Lead - Brene Brown

Born the youngest of four children, I was overindulged and spoilt. I lived a typical kiwi kids’ life and could be found barefoot, climbing every tree I could find, and generally getting up to as much mischief as I could manage. My favourite time was spent playing with my best friend, Toby, a German Shepherd/Corgi cross.

I attended a lot of different schools as my family moved around a fair bit. I enjoyed making new friends everywhere I went and I usually managed to keep in touch with my favourites after I moved!

During my high school years things were more settled – 4.5 years at Hillcrest High and after that, 1.5 years at Waikato Polytech. I turned 18 and decided to get straight into full time work.

I’ve worked in a lot of different roles… I’ve been an office manager, PA/secretary, fraud officer, customer service rep, quality coach and telemarketer. These covered a lot of different sectors including travel, government, law and construction.

I’ve learnt your job is only as good as the people you work with. If you have awesome colleagues, your days will be enjoyable and the job that much better.

Living my best life means time spent with loved ones, excellent food and drink, travel, exercise, and lots of good books to read!

When I was 18, I met the love of my life (at work – I hired him!) and got married (in Las Vegas) at 30. We have lived together in Hamilton for the past 20 years with a succession of furry children.

You can find me at the gym at 6am most mornings. My training is a mix of functional and weight training but my favourite training is with kettlebells and maces because who doesn’t love feeling like ninja!

I’m happiest spending time with my husband and our fur-children. We currently have four fabulous felines, Holly, Santana, Shylar and Bella.

Jo Beere

Business Support Director

Coaching Team

Cam Hill

Coaching Director

Favourite Quote

“Some people want it to happen, some wish it would happen, others make it happen.” – Michael Jordan

Book

Never Split the Difference – Chris Voss

Life for me started in the good old town of Tokoroa and shifted to Rotorua to spend the majority of my childhood from the age of 2. Rotorua was a great place to grow up as it’s small enough where all your mates live around you and the family lived out at Lake Okareka, so it was just a stones throw to the lake.

I had a classic kiwi childhood playing rugby in the weekends until my hands had been stood on too many times that I had broken all of my fingers. I liked getting stuck into anything competitive I could, rugby, cricket, canoe polo, tennis even taking handball to a level it really should not be.

I went to high school at Rotorua Lakes High School, where I was first XV in rugby moving through a bunch of positions finally landing at hooker. My passion at school was mostly about hanging out with my mates as much as I could.

I began my BMS degree at the University of Waikato, without really understanding what I wanted to do with it. After two years of study I realised another two years of this wouldn’t land me where I wanted to me and I decided to take the practical approach and got stuck into moving through the leadership ranks.

I began my leadership career with McDonalds, this place taught me all about systems, systems run the place. I got my first foot into business financials and leading people, was a great place to learn about how to business world works.

I then shifted to Spark where I was ignited with a sales passion and performance of business results. I’ve always been a competitive person, but this place allowed me to take it to a new level. I grew through the leadership ranks here to a point where I was responsible for 140 reports over a bunch of sites.

I’ve always been into Sport, watching and playing anything I can. Since leaving my rugby days behind I’ve picked up MMA (Mixed Martial Arts) and achieved a purple belt in Brazilian Jiu Jitsu and orange belt in Karate, although this has more become a couch sport than an active one.

My favourite thing to do when I’m out of the office is catch up with a mate over a coffee or a beer if I’m not trying to convince you to try my new garage brewed cider I’ve just created.

I love to travel, have done the non-stop Europe trip and am keen to get back there, as well as the US and Asia. Over the next few years, I plan to hit these in style with my wife Sarah.

Cam Hill

Coaching Director

Dwayne Woolliams

Strategy Coach

Favourite Quote

“Give me firm ground and I will move the earth” - Archimedes

Book

Performing Under Pressure - Dr Ceri Evans

From the City of Sails, Auckland, New Zealand. I attended De La Salle College where I discovered my passion for learning which I later pursued at the Auckland University of Technology. My academic journey led me to earn an MSE and a PhD from AUT, further enriching my knowledge and ability to guide businesses to success.

In my spare time, you'll find me on the mats, practicing Judo and Jiujitsu, in the surf, or hitting the open road on my motorbike. I’ve also got a real love for travel.

What truly drives me is my passion for helping others which is something coaching allows me to do. Helping plumbing, electrical, and similar businesses, guiding them towards their goals and successes is what really lights my fire.

Among my proudest achievements are my contributions to the sports world. As a 4th-degree black belt in Judo, I've had the honor of representing New Zealand both as an athlete and coach. Additionally, I've worn the Kiwi colors in Target Shooting, both as an athlete and coach, demonstrating my dedication to excellence in diverse fields.

On a personal note, I've been happily married for 33 years and am the proud parent of a 28-year-old daughter. I'm excited to share my expertise and passion with you and your business, working along side you smash goals and turn your business into the vehicle that delivers you the lifestyle you want.

Dwayne Woolliams

Strategy Coach

John Doran

Strategy Coach

Favourite Quote

"You will either step forward into growth, or you will step backward into safety." - Abraham Maslow

Book

The Happiness Advantage - Sean Covey

I arrived with a bang – literally – on a sunny Dublin afternoon in June 1978. My entrance to the party was punctuated by an audible crack which concerned the doctors no end, and so I was whisked away. Turned out I was A-OK – it was my darling mother who had broken – her pelvic bone, to be exact. Tipping the scales at 5.15KG, you can probably understand how that happened, and why I thereafter remained the youngest child…

I grew up in the picturesque fishing village of Howth (rhymes with “both”), just north-east of Dublin, attending the same local primary school that both my older siblings and my dad before them had gone to. While there, I began to uncover a love of singing, creative writing, and an absurd capacity for retaining random facts. The latter was put to good use by competing for and winning a couple of national titles in inter-school and community library quiz contests. The former… well… the less said about that, the better…

High school was an all-boys affair at the Christian Brothers’ led “St. Fintan’s” in the next town along. Although I fared well academically, competed in javelin and mid-distance running and forged some of my most valued lifelong friendships, by my mid-teens I knew that I wanted to get on with getting into the wider world. At 16, with the support of my parents, I undertook a four-year apprenticeship to become a Master Bartender, which formed the bedrock of a 20+ year multinational hospitality industry and sales career. Along the way, I have also completed diploma studies in software engineering, executive coaching, NLP (neuro-linguistic programming) and clinical hypnotherapy, all of which have provided me with priceless professional and personal experiences. Life is always teaching, and so I am always learning.

When I was a kid, I wasn’t allowed to have a bike. Our house was on an insanely steep hill, and all of my siblings had suffered broken bones (and teeth) from crashing bikes, so owning one was outlawed for me – until I could earn the money to buy one for myself. On my 12th birthday, as soon as I was old enough to get a paper-run, I took on three, and within a few months, I bought my first bike – which I crashed a week later. Cuts, bruises and broken bike aside, I had learned the importance of working hard for a well-earned reward that no one else was going to give you – a mindset that has continued to direct my pathway, and one that opened up the professional world to me at a young age. My early start in the hospitality industry, an appetite for challenges and a willingness to take measured risks have rewarded me with a successful and varied international career in Ireland, the UK, USA, South Korea, Australia and New Zealand, where I settled in 2002. Positions in sales management, consultancy and as a business growth specialist with both global corporations and family-owned enterprises alike have followed, along with opportunities to build my own successful business ventures as an executive coach and online ecommerce entrepreneur.

I value two things above all else – great relationships and great times. Both are immeasurably precious, and neither is possible without the other. Communication, authenticity and a service-hearted approach combine to form a foundation of understanding and trust upon which all of my relationships are built. The skillset that I perhaps feel most proud to have developed, is an ability to uncover someone’s most immediate and impactful challenges; to gain an emotional understanding of the suffering these pain-points create in their actual lives, and to almost intuitively “see” the solution that my extensive experience tells me will best resolve it. This allows me to quickly and accurately determine whether whatever value I may have to offer will be the right fit for them right now. If I believe that it is, I will say so there and then. If not, I will say so there and then. Our time is far too valuable to waste on anything less than straightforward honesty and positive progress.

John Doran

Strategy Coach

Lisa Grice

Strategy Coach

Favourite Quote

"There’s no such thing as can’t." - Christopher Reeve

Book

The Big Leap - Gay Hendricks

I was born in the beautiful Southern Highlands in NSW and returned there with my husband and 3 sons after living in Sydney for 15 years.

I started my first business in landscaping and garden maintenance when I was 18. In between then and now, my husband and I have owned 5 other businesses. We are in our 15th year of running our furniture removals business.

I know what it’s like to be a mother, wife and business owner all at the same time. I also know what it is like to go through the Profitable Tradie program, previously being a client - experiencing the learnings, team, and growth both in our business and as an individual first hand.

I enjoy helping people find and grow their limitless capabilities.

In my spare time, I enjoy spending time with my family, gardening and walking our dogs.

My expertise are systems, strategy and mindset

Lisa Grice

Strategy Coach

Michelle Tennant

Strategy Coach

Favourite Quote

“You miss 100% of the shots you don’t take” - Wayne Gretzky

Book

Start with Why - Simon Sinek

I am a proud Canadian, born and raised in Airdrie, AB (just north of Calgary). I’m a teacher at heart and get great joy from seeing others succeed in living their dreams. In 2019 I was the recipient of the Airdrie Business Leader Award from the Airdrie Chamber of Commerce.

In my personal life, there are two incredible humans in my life that call me Mum. For fun, I like to read, workout, enjoy a delicious glass of wine and any type of chocolate!

Michelle Tennant

Strategy Coach

Liam Morin

Strategy Coach

Favourite Quote

“The only impossible journey is the one you never begin” – Tony Robbins

Book

Outliers: The Story of Success - Malcolm Gladwell

More about Liam coming soon...

Liam Morin

Strategy Coach

Neil Johns

Strategy Coach

Favourite Quote

"Sometimes you just have to go for it. Take a chance, take a risk, and see where it leads you," – Eddie Vedder, Pearl Jam

Book

The Magic of Thinking Big – David J. Schwartz

I grew up in an idyllic surf town called Bude in Cornwall, UK.  

 

Most days, I’d be at the beach albeit I never learned to surf properly. Weirdly, surfers don’t appreciate amateurs interrupting their waves. I discovered that you don’t need to surf to hang out at beach parties or ride around on a 2 stroke 125cc motorbike trying to impress the Swedish exchange students that would arrive for 8 weeks of Summer every year. 

 

My parents had wanted to me to either become a lawyer or join the Air Force working in radar. This felt like a lot of effort so instead my first proper job was as a trainee accountant. A year in, a whole load of boxes arrived for me to begin my studies. This felt like a commitment to future me and at 18 years old with all my tradie mates swanning around looking cool, I wasn’t prepared to work in an office for the rest of my life so I quit. 

 

After a few more false starts, I fell into sales (mobile phones) and found that I was good at helping people with solutions and as a natural extrovert it didn’t really feel like work. I was promoted to manager after 8 weeks and subsequently to a trouble shooter role where I would be deployed to failing stores to design and implement a recovery program. This was the beginning of my love of coaching and systems which have been at the core of my career through financial services, running large teams and assembling a covid response project coaching 100’s of callers to help inform government communication policy back in 2020. 

 

I like things beginning with the letter “B” Bikes, Bands, Becks (wife) and Beer! 

 

I live on a lifestyle block in the Winterless North with an array of animals and a never ending to do list.. 

 

My expertise: Influence and persuasion, sales, coaching, finance.

Neil Johns

Strategy Coach

Jeff Turner

Financials Coach

Favourite Quote

“Nothing in this world can take the place of persistence. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent.” – Calvin Coolidge

Book

Think and Grow Rich - Napoleon Hill

I was born in Orlando, FL and raised in sunny South Florida, just north of Fort Lauderdale. I graduated with a bachelor’s degree from the University of Florida (GO GATORS!). After 27 years in the restaurant industry and in retail, I realized my love for coaching people to get the best out of themselves while establish myself as the “go-to” manager, prompting me to completely transition into a coaching career.

I have an amazing daughter who is finishing nursing school soon. I also have 15 nieces and nephews and three goddaughters. In my spare time, I like to write (I’ve written and self-published three motivational books, three short stories, and a full length novel; currently working on my second novel. I love spending time in the gym, with my girlfriend, and watching horror films.

Jeff Turner

Financials Coach

Ayman Aneece

Coaching Coordinator

Favourite Quote

"Sucking at something, is the first step towards being sorta good at something." – Jake the dog

Book

The Alchemist – by Paulo Coelho and Way of the Superior Man – by David Deida

Born in warm, sunny Egypt, I was uprooted after four short years to Christchurch NZ to start primary school. Just when I thought the weather couldn’t get any colder, we moved further south to Invercargill when I was 10 – only to be moved -yet again- back to Cairo then back to Invercargill then to Hamilton within three years.

Without realising it, I had decided to play my high school career on hard mode: I was the fat, foreign kid with glasses and no interest in sport. The Egyptian parenting approach is very schoolwork oriented and a social life or extracurricular activities were discouraged. So naturally my time at high school was spent studying and sneaking onto Runescape when I got a chance –the rebellious loner archetype took root and blossomed when I stumbled across Punk and Metal.

I started working towards a degree in biological sciences in 2009 at the University of Waikato. In December 2011, I got my final grades confirming that I’d be graduating. That night, my dad passed away. He was holding out after a two-year battle with cancer to make sure I would be graduating (I wasn’t kidding about the Egyptian parenting). The plan was to then start a master’s degree in 2012 but three months into it I’d realised that my heart was no longer in it.

Greif is a hard thing to deal with and it ground my life to a standstill. I did a stint in tech before ending up at LIC Genemark. A year at LIC raced past and I hadn’t done anything other than: work, eat, sleep and play video games. I had no overarching purpose or plan to what I was doing or where I was going - I was comfortably miserable. During a dark but lucid evening I remember saying to myself: This is how you die at 49, frustrated and dissatisfied – just like your father. That was the tipping point.

I needed to get out of the hole I’d drifted into and start working towards something that I cared about. Something that I could be proud of when it was time to die. What did I actually want to do with my life? I wanted to create, I wanted to make music, write stories, build things that inspired other people.

So I took the plunge and started a side project with no experience in business: Mad Arab Industries – a Beard and Men’s care brand– with this came a bunch of opportunities to do a lot of weird and wonderful things: I’ve MCed beard competitions, commentated roller derby games, played in bands, organised music festivals and got to the NZ semi-finals stand-up comedy and medieval sword fighting (not at the same time).

Firstly, I’m a big believer in throwing yourself at things that call to you. If you have an idea or a burning desire to try something, give it a go, it’s better to try and fail than live the rest of your life wondering “what if?”

Secondly, I know that the most painful lessons we learn, are often the most important. The hill we overcome today might be giving us the tools for tomorrows mountain. We can either accept the challenge and embark on the adventure or we can stay at home and binge watch another TV series.

I can guarantee that no one will ever be found on their deathbed and say “I wish I had watched the last season of Game of Thrones”. Death is not a matter of ‘If’ but ‘when’. Personally, on the day he shows up I’d rather say “that was a lot of fun, did you see all that cool stuff I did?” instead of “oh no already? There are so many things I wanted to do”.  “Every time that you’re allowed to see the morning sun, it’s a reminder that your life ain’t done, wake up and live…The only way you’re going to learn to die is if you live.” CeeLo Green’s ‘Live’.

Ayman Aneece

Coaching Coordinator

Sara Soultan

Coaching Coordinator

Favourite Quote

"Whether you think you can or you can't, you're right" - Henry Ford

Book

Never Split the Difference - Christopher Voss & Tahl Raz

A firm believer in getting comfortable with being uncomfortable and pushing limits. Growing up as a refugee and moving around a lot, I had to overcome many obstacles and limiting beliefs to have the future I wanted.

I'm passionate about helping others and making a positive impact in people's lives.

I find the fields of neuroscience and psychology fascinating and am currently studying medical science with the goal of completing a masters in neuropsychology. My drive to learn and grow is an integral part of my commitment to making a difference in the world.

In my free time, I enjoy doing ice baths, practicing Muay Thai, and trying other random activities. Nothing is off the table when it comes to challenging myself physically and mentally.

Sara Soultan

Coaching Coordinator

Dej Sunguad

Coaching Assistant

Favourite Quote

“You will face many defeats in life, but never let yourself be defeated” – Maya Angelou

Book

The 5am Club - Robbin Sharma

More about Dej coming soon...

Dej Sunguad

Coaching Assistant

Program Information Team

Lyndon McPhail

Sales Director

Favourite Quote

"Growth comes after the pain. If you’re comfortable, you’ve left it too long"

Book

Extreme Ownership – Jocko Willink & Leif Babin

I was born in South Africa, in a small town just North of Durban called Freedom! I had everything but freedom. It was a small dead end town where the biggest event was our first set of traffic lights. At the age of 15, my family moved to the east coast to a city called East London (Yes still in South Africa, not England!) where life really began for me.

In my early twenties, I made the decision to move over to New Zealand. No amount of research could have prepared me for how incredible this Country is. I was blown away! I’ve been here for 13 years now and proud to call myself a Kiwi.

I went to a diverse High School, called Vryheid High where we had over 1500 pupils. With the diversity of cultures in South Africa, we were taught 3 different languages in High School to cater to all pupils.

I have always been passionate about sports, excelling in cricket and football. I spent before school, break time, after school and all weekends and holidays playing sports whether competitively or just kicking the ball around with the neighbourhood boys.

I began my career as a 15 year old boy, waitering in a large food chain over in SA. After 2 years serving tables I was offered a position as a Manager which I took with both hands. This is what really ignited my passion for people and Business!

Once in NZ, I began as a store manager at McDonalds. I stayed there for over 7 years but eventually the 24\7 nature of the business was too much. I decided that It was time for a change and set my sights on a new challenge. Retail. I was offered the position of Manager In Training at Michael Hill, where after 2 years I worked my way up from Manager in Training to running the company’s Flagship store on Queen Street, Auckland.

My combined 17 years in Retail and Hospitality highlighted my passions, getting the most out of a Business, and being able to meet and help great people along the way.

My passion for sport is still very much alive, however I am now a full time spectator! I never miss a UFC event or game of International rugby. I still try to get to as many live sports events as possible!

These days, my passion and love of sports comes second to only 1 thing, my family! I am the extremely fortunate husband to a beautiful wife and the super proud dad of 2 beautiful little girls. My weekends are filled with trips to the beach, bike rides to the parks and walks to the pond to feed the ducks (and any other excuse to get myself an ice cream!).

In the small window of personal time I get, I enjoy some time at the gym. I look forward to meeting you sometime for a chat, and having you as a part of my story!

Lyndon McPhail

Sales Director

Matt Kemp

Program Information Specialist

Favourite Quote

“Do not go where the path may lead, go instead where there is no path and leave a trail” – Ralph Waldo Emerson

Book

7 habits of highly effective people - Stephen Covey

I was born and raised on a small farm in Hamilton as the youngest of four children. I then moved south for studies graduating from Otago University completing a Bachelor of Commerce majoring in Marketing. I’m driven to succeed in a career where I can make a difference to people’s lives, and see the impact I’m having on them on a daily basis.

In my spare time, I enjoy spending time with friends, watching sports and hitting the gym. I’m an avid rugby player as loose head prop for Fraser tech rugby club.

Matt Kemp

Program Information Specialist

Ricky Sommerfeld

Program Information Specialist

Favourite Quote

“The greatest danger for most of us is not that our aim is too high and we miss it, but that it is too low and we reach it.” - Michelangelo

Book

Essentialism - Greg Mckeown

I'm proud to call Edmonton, Canada, my home. I started my career by honing my skills at NAIT, where I studied instrumentation engineering technology. It was here that I laid the foundation for my technical expertise and passion for problem-solving, a skillset I've since applied to various industries.

In my spare time, you'll find me chasing adventure in the great outdoors. Whether it's carving down the slopes on a snowboard, camping beneath the stars, or hiking through the Rockies, I love getting out in nature. I also love fitness, personal development, and the art of building successful businesses.

Family is at the core of who I am. My wonderful wife, Christina, is my partner in every sense of the word, and together, we're navigating the journey of parenthood with our little boy, Luca.

Before transitioning into coaching, I embarked on a globe-trotting adventure, working as an instrument technician in refineries across the world for seven years. This hands-on trades background provided me with invaluable insights into the industrial landscape.

In addition to coaching, I invest in real estate, managing a small portfolio and engaging in short-term rentals through platforms like Airbnb. I'm excited to share my knowledge, experiences, and unwavering dedication with you and your business.

Since 2010, I've had the pleasure of crafting thousands of videos for companies across the globe. From thrilling adventures to everyday moments, I strive to create content that showcases the beauty in even the most mundane things. When I'm not busy being a media maestro, you can find me exploring the great outdoors with my wife Hayley and our three amazing sons.

My areas of expertise include video production, design, photography, and most importantly, using the magic of media to help businesses grow!

At Profitable Tradie, I'm excited to collaborate with the team to produce top-quality content that not only entertains but also educates and inspires.

Through my work, I play my part in delivering valuable resources that help members grow their businesses and succeed in their trades. From sharing tips and tricks to showcasing industry trends, I strive to create content that is not only engaging but also highly informative.

So, whether you're a member of Profitable Tradie or simply someone who loves great content, rest assured that I am committed to producing media that adds value to your life and business.

Ricky Sommerfeld

Program Information Specialist

Lili Nicholas

Program Information Specialist

Favourite Quote

“I can be changed by what happened to me. But I refuse to be reduced by it” - Maya Angelou

Book

Princess: A True Story of Life Behind the Veil in Saudi Arabia - Jean Sasson

From Sydney, Australia but I have lived in Bali, Indonesia for the past 5 years. In my spare time I like to travel, spend time with friends, train at the gym and chill in the sun in beautiful bali

I’m passionate about fitness and music! Dancing for me is like therapy and right now I’m really into Afrobeats. In 2022 I did the 75 hard challenge. That whole year really taught me a lot about mental (and physical) resilience and I’m proud of the growth that I’ve accomplished mentally and emotionally in the last couple of years by pushing myself out of my comfort zone.

I’ve worked at Profitable Tradie for almost a year now and I can truly say it’s been a wonderful year! It’s amazing seeing how much everyone on the PT team loves our clients and wants to see them succeed, so being a part of that has been extremely fulfilling.

Lili Nicholas

Program Information Specialist

Budge De

Program Information Specialist

Favourite Quote

“It is impossible for a man to learn what he thinks he already knows” - Epictetus

Book

No More Mr. Nice Guy – Robert Glover

I grew up in Culburra Beach, a small coastal town on the south coast of NSW. Beautiful beaches, great people, a town that has churned out some world-class surfers, NRL players, and more. Unfortunately, that wasn’t me, but it was a truly great place to grow up. I’m 1 of 5 children so our house growing up was a whole bunch of crazy. Weekends were spent building bike jumps, surfing, playing rugby league and front yard footy, and helping my dad on the tools, which involved retrieving left-handed hammers, and trying not to block his sunlight so he could see what he was working on. 

I went to school at Shoalhaven High School and learned a few things along the way but mostly enjoyed the sports, and the company I had.

In my spare time I’m usually at the gym, and in summer you’ll find me on the beach, drinking a delicious Powerade to cool me off on them hot summer days.  

I’m passionate about self-development, doing things that are going to help me perform better physically and mentally is right up my alley. But I’m also passionate about enjoying myself, and sometimes that means watching the UFC on a Sunday with a cold beer and a bag of chips.

Budge De

Program Information Specialist

Mariana Nucette

Program Information Specialist

Favourite Quote

“Work diligently. Work patiently and persistently. And you are bound to be successful” - SN Goenka

Book

Travesuras de la niña mala - Mario Vargas Llosa

I’m from Maracaibo, Venezuela. I went to La Universidad del Zulia from 2013 to 2021. In my free time I like to do yoga, cooking and eating out sushi with friends. I am very passionate about the human body and its connection with the mind.

The achievement I’ve felt the proudest about myself was graduating as a medical doctor after 8 years. 

Mariana Nucette

Program Information Specialist

Kevin Moran

Program Information Specialist

Favourite Quote

“Do not go where the path may lead, go instead where there is no path and leave a trail” – Ralph Waldo Emerson

Book

Keys to the Vault – Keith J Cunningham

More about Kevin coming soon...

Kevin Moran

Program Information Specialist

Dan Tait Brown

Program Information Specialist

Favourite Quote

“Success usually comes to those who are too busy to be looking for it” – Henry David Thoreau

Book

Who not how – Dan Sullivan

More about Dan coming soon...

Dan Tait Brown

Program Information Specialist

Office Team

Jo Beere

Head of Business Support

Favourite Quote

"Happiness is when what you think, what you say and what you do are in harmony" – Gandhi

Book

Book is Dare to Lead - Brene Brown

Born the youngest of four children, I was overindulged and spoilt. I lived a typical kiwi kids’ life and could be found barefoot, climbing every tree I could find, and generally getting up to as much mischief as I could manage. My favourite time was spent playing with my best friend, Toby, a German Shepherd/Corgi cross.

I attended a lot of different schools as my family moved around a fair bit. I enjoyed making new friends everywhere I went and I usually managed to keep in touch with my favourites after I moved!

During my high school years things were more settled – 4.5 years at Hillcrest High and after that, 1.5 years at Waikato Polytech. I turned 18 and decided to get straight into full time work.

I’ve worked in a lot of different roles… I’ve been an office manager, PA/secretary, fraud officer, customer service rep, quality coach and telemarketer. These covered a lot of different sectors including travel, government, law and construction.

I’ve learnt your job is only as good as the people you work with. If you have awesome colleagues, your days will be enjoyable and the job that much better.

Living my best life means time spent with loved ones, excellent food and drink, travel, exercise, and lots of good books to read!

When I was 18, I met the love of my life (at work – I hired him!) and got married (in Las Vegas) at 30. We have lived together in Hamilton for the past 20 years with a succession of furry children.

You can find me at the gym at 6am most mornings. My training is a mix of functional and weight training but my favourite training is with kettlebells and maces because who doesn’t love feeling like ninja!

I’m happiest spending time with my husband and our fur-children. We currently have four fabulous felines, Holly, Santana, Shylar and Bella.

Jo Beere

Head of Business Support

Tania Farmilo

Business Support Administrator

Favourite Quote

“The greatest glory in living lies not in never falling, but in rising every time we fall" - Nelson Mandela

Book

Rita Hayworth & Shawshank Redemption - Stephen King

Hi, I’m Tania, proud to be Waikato born and bred.

Growing up on a farm and being the youngest of 4 siblings, I had the idyllic Kiwi childhood riding motorbikes, climbing trees and holidays spent camping and tramping around beautiful Aotearoa.

After finishing high school, I decided to go working full-time whilst I figured out where my passions lay. Past roles in customer service, as an operations analysist, a programme coordinator and even a venture into self-employment, have shown me this passion lies in supporting people. I’m a firm believer in being a lifelong learner and the necessity to regularly challenge myself, so P.T ticks all the boxes.

I currently live in Hamilton and spend my spare time catching up with family and friends, sidelines on the Football pitch, playing pool, reading and being Mum to my 3 teens. Next on the list will be dance classes!

Tania Farmilo

Business Support Administrator

Nikki Manilli

Office Assistant

Favourite Quote

"Stay hungry. Stay foolish" - Steve Jobs

Book

The Little Prince - Antoine de Saint-Exupéry

I’m Nikki, and I’m from the Philippines. When I was a kid, I loved playing outside after school hours. There was one time that my mother got angry at me when I went home. My uniform was so dirty because I played Chinese garter (a traditional Filipino game) with my classmates on a rice field near our school. I used to have a collection of paper dolls as well, which I used to buy from my allowance. For me, nothing compares to the carefree days of the youth of the early 2000s.

Dr. Felipe National High School was where I completed my high school education, and I consider it to be one of the highlights of my life, especially my senior year. I have great memories, good and bad, some learning experiences and some that I’ll take with me for the rest of my life.

In 2015, I finished my associate's degree at BPC and started my first job as a personal secretary. I quit after a few months as another opportunity opened for me, wherein I worked as a content moderator. Unfortunately, the account closed, and I have been transferred to a different department where I work as a data entry clerk.

After a year working at Collective Solutions, I decided to move back to my hometown and look for better opportunities. Luckily, I was hired by a BPO company, and our clients are from the USA. Working at GoWireless for more than 5 years has allowed me to develop new skills and gain valuable knowledge that have enhanced my personal and professional growth. With almost 200 employees, I was recognised as "Employee of the Month" twice during my time there.

I believe that if you have a passion for what you are doing, it will be reflected in the work itself.

I love cooking! It's one of my favourite hobbies, and I find it so rewarding. Cooking is a great way to express creativity and explore different flavours and ingredients. I'm a big fan of movies and documentaries, so I often spend my free time watching them.

I also like going out with my siblings especially my sisters, either to eat or to shop for groceries. Every summer, I like going to the beach even I’m not a good swimmer (lol), because seeing a good view of nature is so calming and relaxing.

Nikki Manilli

Office Assistant

Sierra Manalo

Office Assistant

Favourite Quote

“Life is a succession of lessons which must be lived to be understood” – Ralph Waldo Emerson

Book

Atomic Habits - James Clear

More about Sierra coming soon...

Sierra Manalo

Office Assistant

Marketing Team

Damon Fisher

Marketing Director

Favourite Quote

“We cannot solve our problems with the same thing we used to create them” – Albert Einstein

Book

5 dysfunctions of a team – by Patrick Lencioni

Life for me began over the ditch in Brisbane, Australia. After chasing a few kangaroos around the block, I decided a change was in order.

At the tender age of 3, I crossed the ditch to wrangle a few sheep in New Zealand and ended up settling in the majestic Mount Maunganui.

After  completing my high schooling at Tauranga Boys college I decided to head offshore for a new overseas adventure, this time I was off to Michigan, USA. I had a three month stint as a cabin leader at Camp America and loved every moment. This is where I developed a real thirst for travel.

After a brief working spell in Melbourne (post USA) it was back to the books, this time at the University of Waikato. I completed a Bachelor of Management Studies, double majoring in Marketing and Human Resource Management, achieving first class honours. During my university studies, I slipped on the lycra and completed a marketing internship at the Avantidrome/ Home of Cycling. I learnt lots and discovered marketing definitely was a career I wanted to pursue. I was also involved in some shameless campaigning and after a few “I have a dream” speeches I was elected into a marketing position on the board for the Waikato Management School Students Association. This is where I developed a particular interest in online marketing and I haven’t looked back since. It’s fair to say I’m a pretty big fan of learning, especially if it’s marketing related – give it to me for breakfast with a cuppa coffee.

I’m a bit of a sports fanatic, I love all forms of sport and I particularly enjoy tennis, golf and football (BIG Liverpool fan here!).

After ending up in an ambulance twice in one season from football, I decided it was time to hang up the boots and play golf which is nicer on the body. Although, I’m not sure my heart would agree when stress levels are through the roof from yet another duffed shot!

Traveling’s also a biggy for me, nothing beats roaming unexplored territory and experiencing different cultures to give you perspective on your own life!

I’m a pretty social chap, so I really look forward to having a beer with you sometime!

Damon Fisher

Marketing Director

Josh Campbell

Marketing Executive

Favourite Quote

“Today I will do what others won't, so tomorrow I can do what others can't.” – Jerry Rice

Book

This is Marketing – by Seth Goden

Born and bred in the Waikato my upbringing wasn’t dissimilar to the typical Kiwi childhood. With our family home backing on to a park, the stage was set for epic sporting battles between myself and two brothers. A result was a rarity, with most matches ending in a brawl sparked by the furiously competitive nature of the family.

Every winter the park was swapped out for the mountain. What was normally a ‘once every winter’ leisure activity turned in another competitive sport, skiing every second weekend with the Mt Ruapehu Ski Club (I owe mum many fuel vouchers!).

At primary school I was introduced to the drums, which evolved into me tormenting my poor parents with what had to be the loudest instrument available. I developed a love for music which has developed over the years into DJing and slightly unhealthy addiction to music festivals.

My time at Hamilton Boys’ High School was very full on with time being occupied playing cricket, hockey and football, all whilst skiing competitively. Luckily my academics weren’t affected as completed my Cambridge and Scholarship courses alongside NCEA. It was a good thing all my eggs weren’t in the sports basket as an ACL rupture put a painful end to a few sporting dreams.

Despite math not being my strongest subject, I decided Accounting and Finance was where I wanted to direct my energy, so I started my Bachelor of Management at Waikato University. It only took one marketing paper to realise where my business passion would best be utilised, and I left Waikato University with a BMS majoring in Marketing and Electronic Business.

My first job while I was studying was at the local Pizza Hut where I learned an awful lot as the store turned out to be the third busiest in the country. Pizza Hut helped me uncover leadership and management skills as I found myself completing the course to become a manager after only a few months of joining the team. Next thing I know I’ve spent 4 and a half years there, and they are offering me a store in Auckland to run. But Pizza Hut wasn’t necessarily the career I had dreamed of.

I was lucky enough to combine was passions in automotive and marketing with a job on the marketing team for the Ebbett Group where the agency style allowed me to hone my skills in a number of different marketing channels, whilst also developing a set of techniques for reaching different audiences.

Life is too short to be a slave to your job! You should only be working so that you can live the way you want to. Set yourself the goal of getting to point where you can do the things that you want to do and have new experiences with the people who make you happy, even if it’s on a small scale to start with. This world has so much to offer so make the most of it.

I get a massive kick out of helping people and seeing them exceed their potential. Hopefully we can work together to give you more time to get out and do more things like skiing, then I can hitch a ride with ya!

Josh Campbell

Marketing Executive

Tom Conner

Marketing Coordinator

Favourite Quote

"The harder I work the luckier I get" - Gary Player

Book

1984 - Geroge Orwell

Originally hailing from Cambridgeshire, UK, I arrived into New Zealand at the tender age of 8. Settling in the picturesque region of Waikato, I've developed a deep connection with the local community having been here all my life except for a brief stint with the Taranaki Rugby Football Union in 2022 which certainly challenged my Mooloo identity. Before my career began I was educated at Matamata College and then the University of Waikato where I have both a bachelor and master's degree in marketing. Uni instilled in me a passion for learning which I think drives me today.

Prior to my time with Profitable Tradie, I completed a backpacking adventure across Europe, which was a huge dream of mine. This trip reinforced my passion for travel. With an ambitious goal to explore 100 countries in my lifetime, I'm always looking to new horizons, eager to uncover the hidden gems of our world.

Another big passion of mine is sports. Whether it's playing or watching I'm always enthusiastic. I can get involved in just about anything and it doesn't usually take me too long to join a fantasy league or two. Being from the UK I naturally get around Football, Cricket, Rugby and F1 but in recent years I've joined the basketball bandwagon.

My position with Profitable Tradie gives me an awesome opportunity to continue my journey of learning and use it to help others realize their own goals and bring success to their businesses. 

Tom Conner

Marketing Coordinator

Sa Li

Videographer

Favourite Quote

“Do or do not, there is no try” – Yoda

Book

7 Habits of Highly Effective People – by Stephen Covey

More about Sa coming soon...

Sa Li

Videographer

Beyond Wen

Video Coordinator

Favourite Quote

”We have two lives, the second one begins when we realize we only have one.” - Confucius

Book

Antkind - Charlie Kaufman

I was born in an industrial city in Northern China and moved across the world with my parents to Auckland at the impressionable age of 10. I’ve also lived in Japan, Canada, and have enjoyed travelling extensively throughout Asia and Latin America. As a result, I’m fluent in 3 languages and am working on a 4th… hola!

Ever since I can remember, I’ve enjoyed telling stories and getting lost in a good movie. Movies are my windows to the world and the different walks of life out there. I have a Master’s degree in Screen Directing from the University of Auckland and I have enjoyed doing many types of work around the film and media industry. I’m always interested in learning new knowledge and skills, and improving myself as a person, and I love that the team and work culture at Profitable Tradie truly encourages that. Honestly, I’ve never worked anywhere else with such great values, but more importantly, actually practises them.

If you’ve paid any attention to our webinar videos, podcast, Youtube channel, or TikTok account, it’s likely you’ll have seen some of my editing work. I’ll also likely be manning one of the many cameras or control panels at our in-person Bootcamp events.

Beyond Wen

Video Coordinator

Ivan Gutierrez

Graphic Designer

Favourite Quote

“Success is not final; failure is fatal: It is the courage to continue that counts.” – Winston S. Churchill

Book

How to win friends and influence people – Dale Carnegie

More about Ivan coming soon...

Ivan Gutierrez

Graphic Designer