Professional Journey
Ashley started in business improvement in 1998, working for an Australian consulting company. He honed his skills by optimising corporate giants like Coles Group, Myer, ANZ Bank, Telstra, and Zurich Insurance. This hands-on experience gave him practical insights into the workings of great businesses and the pitfalls of poor performers.
Accolades and Awards
Ashley’s exceptional coaching prowess has earned him a place in the prestigious Coaching Hall of Fame (2019). Additionally, his achievements have been acknowledged through multiple awards, solidifying his reputation as a world-class business coach. He leads a team of award-winning business coaches at Tenfold, setting the gold standard in the industry.
Expertise Across Industries
With diverse experience spanning FMCG, manufacturing, wholesale, distribution, construction, trades, retail, and professional services, Ashley has successfully coached businesses across various sectors. His expertise lies in coaching mature businesses with revenues ranging from $5M to $50M, guiding them through complex financial structures, marketing strategies, operational improvements, and leadership development.
Innovative Problem Solver
Ashley’s background as a convergence task force manager and project manager at leading organisations like Show Ads and NewsCorp – PMP Print equipped him with the skills to streamline complex business functions. His ability to sift through data, identify key business drivers, and provide agile financial models enables businesses to thrive in competitive markets.
Published Author and Global Authority
Ashley’s influence extends far beyond his coaching practice. He co-authored “The Quiet Sales Genius,” a definitive guide to effective sales strategies. He has been featured in prominent publications, podcasts, and conferences, cementing his status as a thought leader in the coaching community.
Ashley’s influence reaches across the globe, with features and accolades from esteemed platforms such as:
Victoria’s Supply Chain 2026: Imports, Lead Times and Pricing Risk for Construction and Manufacturing Inputs
This article is part of Tenfold’s Victoria’s Economy 2026 series for owners in construction, trades and manufacturing. Earlier instalments explored labour, credit conditions, business confidence and infrastructure spending. This article turns to a topic that quietly shapes margins, scheduling and project delivery: supply chains. After several years of volatility, 2026 brings something many Victorian SMEs haven’t felt in a long time: stability. As a business coach working with Victorian tradies, builders and manufacturers, I see how supply chain conditions directly influence profitability. When lead times blow out, jobs stall. When pricing jumps unexpectedly, margins shrink. When materials arrive late or ...
Victoria’s Business Confidence 2026: Investment Intentions and What They Signal for Demand in Construction and Manufacturing
This article is part of Tenfold’s Victoria’s Economy 2026 series for owners in construction, trades and manufacturing. In earlier instalments, we explored labour pressures, credit conditions, business risk and infrastructure spending. This article turns to a topic that ties all of those threads together: business confidence. Confidence shapes investment, hiring, purchasing and project decisions - and in 2026, it’s one of the clearest indicators of where demand is heading. As a business coach working with Victorian trades, builders and manufacturers, I see firsthand how confidence influences behaviour long before the data shows it. When owners feel optimistic, they invest in ...
Victoria’s Infrastructure and Procurement 2026: Where Public Work Is Flowing and How Contractors Get Selected
This article is part of Tenfold’s Victoria’s Economy 2026 series for owners in construction, trades and manufacturing. Earlier articles explored labour, credit conditions and business risk. This instalment focuses on a topic that shapes demand across the entire sector: government infrastructure spending and procurement. Public works remain one of the most stable sources of activity in Victoria, and understanding where funding flows (and how contractors are selected) helps businesses plan capacity, pricing, and investment with confidence. As a business coach working with Victorian trades, builders, and manufacturers, I see how government support can stabilise revenue, smooth out seasonal fluctuations, and ...
Victoria’s Business Risk 2026: Insolvencies, Payment Delays and What It Means for Trade Contractors, manufacturers and builders
This article is part of Tenfold’s Victoria’s Economy 2026 series for owners in construction, trades and manufacturing. In earlier instalments, we explored input costs, labour pressures and credit conditions. This article turns to a topic that has been at the forefront of many Victorian SMEs ' minds: business risk. Insolvencies have risen, payment delays are more common, and the flow-on effects are being felt across the supply chain. As a business coach working closely with Victorian operators, I see both the concern and the opportunity. Businesses with strong systems, disciplined job selection, and clear financial controls are not only weathering ...
Victoria’s Interest Rates and Credit Conditions 2026: What Tighter Lending Means for Construction and SMEs
This article is part of Tenfold’s Victoria’s Economy 2026 series for owners in construction, trades and manufacturing. In earlier instalments, we explored input costs and labour market pressures. This article turns to one of the most influential forces shaping business decisions in 2026: interest rates and credit conditions. For Victorian SMEs, especially those in construction and manufacturing, access to finance is a critical lever for growth, cash flow stability and project delivery. As a business coach working with Victorian operators every day, I see how interest rates and lending standards directly affect quoting behaviour, investment decisions, and the ability to ...
Victoria’s Labour Market 2026: Wage Pressure, Skills Shortages and Migration Impacts for Trades, Construction and Manufacturing
This article is part of Tenfold’s Victoria’s Economy 2026 series for owners in construction, trades and manufacturing. In the opening article, I outlined the broader economic backdrop shaping demand in Victoria: moderate growth, uneven sector performance and ongoing household pressure. This instalment focuses on the labour market (availability, wages and migration) and what these forces mean for your pricing, capacity and workforce planning as you prepare for 2026. As a business coach working closely with Victorian trades, builders and manufacturers, I see the labour market’s impact on margins more clearly than any other factor. Labour is the biggest cost line ...
Victoria’s Input Costs 2026: Materials, Energy and Fuel Pressures for Trades, Builders and Manufacturers
This article is part of Tenfold’s Victoria’s Economy 2026 series for owners in construction, trades and manufacturing. In the opening article, I set the scene on Victoria’s broader economic backdrop: moderate growth, uneven demand, and households still under pressure. This instalment focuses on input costs (materials, energy and fuel) and what they mean for your pricing, cashflow and capacity decisions as you plan for 2026. As a business coach working with Victorian trades, builders and manufacturers every day, I see the real-world impact of cost volatility on margins. This article breaks down the current cost environment (as of late 2025), ...
Victoria’s Construction Pipeline 2026: Approvals, Commencements and What It Means for Trades, Builders and Manufacturers
This article is part 2 of Tenfold’s “Victoria’s Economy 2026” series for business owners in construction, trades and manufacturing. In the opening article, Victoria’s Economy 2026: Growth and Demand Snapshot for Trades, Builders and Manufacturers, I outlined the big-picture growth and demand backdrop in Victoria and why owners need tighter decision frameworks in a more uneven market. This instalment focuses on the construction pipeline (public and private), what approvals and commencements are really telling us, and what that means for pricing, cash, capacity and risk decisions as you plan into 2026. How to read the pipeline without fooling yourself ...
Victoria’s Economy 2026: Growth and Demand Snapshot for Trades, Builders and Manufacturers
Executive summary: What Victorian Business Owners Should Know about the State’s Economy If you run a trade, building, maintenance, or fabrication business in Victoria, the last 6-12 months probably felt contradictory: busy in parts, slow in others, and harder to convert even when enquiries exist. The data supports that lived experience. Victoria is growing, but not fast, and demand is uneven. In 2024-25, Victoria’s gross state product (GSP) grew 1.1% (moderate growth), with service industries carrying much of the momentum. Household conditions remain pressured, which shows up as price sensitivity and longer decision cycles, while population growth provides a steady ...
Improving cash flow forecasting for renovator builders: A practical guide [Examples]
Executive Summary Cash flow forecasting is one of the most underutilised financial tools in the renovation sector yet it’s the difference between running a sustainable business and being caught in constant catch-up mode. As a business coach working with renovation builders in Brisbane, Sydney and Melbourne, I’ve seen profitable businesses become cash-poor simply because their inflows and outflows weren’t mapped far enough ahead. For builders handling multiple renovation projects valued between $250K and $500K, forecasting accuracy matters as much as workmanship. Progress payments, supplier delays, and client variations can distort cash timing quickly. This article explains how to use ...

