Paul Avins is not an average business coach. After 20 years in the Kohleface of Unterneurial Development, the CEO of Massive Action Coaching helped over 550 companies to achieve sales of over 1 million GBP. Many reached £ 5 million, £ 10 million and even finished eight -point amounts. But if you believe that this is another motivational speaker who accepts clichés and Instagramphorisms, think about it again.

“I never believed in the Guru model,” says Avins. “I don’t want customers to think that their success is about me. It’s about what we build together.”

We sit in a quiet corner of his office outside of Oxford shortly before his third scale-up summit, in which his team-das “Team Purple” is referred to-a series of mastermind groups, scaling cakes and business retreats, which are prepared to build what AVINS calls “adult companies”.

If this sentence sounds unusual, then that Avins has spent most of two decades to define what it means to scale responsibly. He likes to talk about mitochondria health and hydrogen water as a gross margin or AI automation-to create powerful entrepreneurs who not only light and burn out.

Nine years ago, Avin suffered a life -threatening asthma attack that led to cardiac arrest. He put flat over four minutes. “I bought myself in the lie of the classic founder,” he recalls. “I will divide my health while building the business and repairing the rest later.” But it doesn’t always come later. “

This experience has changed everything. Today Avins speaks openly about burnout, the psychological health costs of leadership and the critical role of what he describes as the “fitness of the founder”.

“I started investing in my health, just as I would invest in a marketing funnel. Your company cannot scale if the CEO is broken.”

His daily toolkit now includes red light therapy, IV vitamin drops, intermittent fasting and obsessive persecution with biometric wearables. “You will not reach eight figures that run with caffeine and chaos,” he says. “You need endurance, clarity and a nervous system that is not fried.”

From “managing director” to “scale-up CEO”

But the sharpest insights from Avins are not only physiological – they are psychological. His thesis is simple: to scale your company, you first have to scale your identity.

“One of the biggest red flags I hear from business owners is:” I still put fire every day, “he explains.” If you are the one who does it, you are not the CEO – you are still the operator. “

He is on the mission to eradicate the title “Managing Director” as a whole.

“It is a driveling title. Maintenance implies, not the dynamics. A scale-up CEO creates growth sie in everyday life.”

This is not just semantic. Avins runs British Mastermind No. 1, F12, where the members report an average growth of 300% in less than 12 months. What is different? Avins says it depends on consistency, strategy and community.

“The first thing I teach customers is the following: what they have brought to £ 100,000 will not bring you to £ 1 million. And what they have brought 1 million pounds will definitely not bring to 5 million pounds.”

He divides the scaling trip into different phase jewels he needs a number of tools, systems and mental models. “People cling to the same tactics that they initiated early, but scaling is another game. It’s about team, systems and culture – not about culture.”

Avin has made this structured thinking a trustworthy mentor for CEOs in the areas-from e-commerce to education, healthcare and hospitality. The combined annual turnover of companies in its masterminds is now almost £ 250 million.

But maybe his greatest effect was to create a real community of growth-oriented managers who are mutually cheering on each other, sharing weaknesses and having no posture or pitch.

“I was full of ego and attitude at many events. Our are not that,” says Carly Myers, one of Avins’s latest employees. “People go into his world and feel seen, supported and challenged.”

This spirit is the most lively at Avins flagship event: the Scale-Up summit. In his third year, the two-day event in May united ambitious entrepreneurs, practical educators and unexpected talent-a robot artist who recently sold work for £ 1 million at Sotheby’s.

“We don’t do the bait and switch stuff. Nobody is set up a £ 25,000 course per hour,” says Avins. “They learn to grow and meet people who will expand their world.”

Why most of the advice cannot scale

He is careful with general annual consultancy – the school school “only these five steps” that penetrates social media.

“The truth is that the strategy to get from £ 0 to £ 100,000 is completely different from 1 million GBP – and then to 5 million GBP and so on,” he says. “There is no universal formula. For the right business there is exactly the right train at the right time.”

So what are the constants? There are three for Avins: consistency, the development of their strategy and the surrounding area with the right people.

“Entrepreneurship is lonely. At two in the morning, if the wage and salary statement is due and a supplier exports, who call? That is why we have set up this community.”

His masterminds regularly include six- and seven-digit founders who help each other to navigate global expansion, team challenges and the disorder of the industries. “Sometimes a five -minute conversation in the bar saves for five months,” he says.

Despite his aversion to Hype, Avin has no ambition. He describes himself as a strategist, but also as a Sherpa – someone who has climbed on the mountain and knows how to help others safely rise.

“I tell people: they don’t climb the Everest on their first attempt. Start with a smaller mountain, build your muscles and scale from there.”

What if it gets difficult?

“Keep the vision, do the work,” he says. “Your job is to look and keep your dream alive – while you are doing the work to become the person who can reach him.”

Regardless of whether it is a withdrawal in Spain or a two -day summit in London, Avins creates environments with deep transformation. “The best ideas happen when they step into a room from their routine where everyone thinks bigger.”

That is why he himself places such a value on personal events in a digital world.

“You don’t know who you will sit next to – but maybe they change your life,” he says.

Paul Avins may be one of the most trustworthy names in scale-up coaching, but what distinguishes him is not just his track balance-his refusal is to be the focus of history.

“I am not here to build a personality cult,” he says objectively. “I am here to help people build business, the lasting – and the life they love to live.”

He calls that real success. And in a loud economic world it is a message to be heard.