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Everyone deserves to be the best version of themselves…

by providing affordable, scalable and accessible virtual 1:1 coaching we create an extraordinary future for all.

How did it all begin?

During lockdown I worked on a project with my now business partners, Els and Paddy, to deliver 1000’s of resilience and wellbeing coaching sessions. The coaching was available to everyone in the client organisation not just the senior leaders – the impact was phenomenal and the value gained by the individuals was, for many, life-changing. It felt unfair that coaching is generally only accessible to the most senior leaders – pitched and priced for the elite few not the many – so we set about changing that.

What sets your business apart?

3 simple principles:

For everyone
Everyone deserves to be the best version of themselves that is why our coaching is designed for everyone not just for senior executives.

Whole person approach
Our multidisciplinary team of coaches are dedicated to the growth of the whole person so they best version of themselves. Whether that means working on finances, health, career, confidence, wellbeing, leadership, transitioning into a new role or anything else – we will match the right coach to ensure the coachee achieves their goals.

Social value
Social value built in. For every membership sold, PrimeCoach delivers pro-bono coaching to the wider community, because everyone deserves access to this life changing resource.

What is the concept behind your business or the problem you’re solving?

In terms of 1:1 personalised live support there is a gap between employee assistance programs (EAPs) and executive coaching. EAP’s are prevalent with an accessible price point but with low usage around 5-7%, they are reactive and focus on fixing problems i.e. physio to fix a shoulder, counsellor when you are having relationship issues. Executive coaching on the other hand is proactive and has a reported ROI of up to 700% but the cost means it is prohibitive for most organisations to offer to anyone but their most senior leaders.

PrimeCoach seeks to fill that gap by offering is a proactive, flexible and affordable coaching solution to keep people in their prime all of the time…Driven by the purpose ‘everyone deserves to be the best version of themselves’ we are building brand that.

1. empowers individuals to develop and grow.

2. boosts productivity, engagement, retention and employer brand…

3. creates positive social value.

Where to next/What is your brand vision?

The coaching market is becoming increasingly competitive but we want to strengthen our niche with Start Ups and SMEs focusing winning business through our values and service. My partners are also great friends so we intend to live our best lives too, having lots of fun together and doing what we love.

Rosalie Millard-Evans

Founder of


What do you feel passionate about/what drives you?

Making change and leaving a positive imprint on the world. I come from a family of change makers, my father is entrepreneur who disrupted the broadcast industry and inspired me to live a life that is extraordinary not ordinary. My mother is a formidable women and accomplished fundraiser (amongst many other talents) who has instilled a value of service to others and challenging unfairness/inequality. My grandfather was one of the architects of the NHS who fought for a system where healthcare should be free for everyone! (the eagle eyed of you will notice that these are key influences in the PrimeCoach purpose and values too!).

Share an example of early life that has shaped you?

Being dyslexic, far from being a barrier I’ve been made by my dyslexia! It taught me to be a problem solver so now I see solutions not barriers and a world of endless opportunity. Experiencing the world differently has helped me find creative solutions and have the tenacity to make them happen.

Highlights of your business journey so far?

Bringing together my passion for horses with business coaching through my other LeadChange, where I get to travel the world meeting gorgeous horses and interesting people. Working with my BFF Els who is integral to both my businesses and has grow from being my EA to qualifying as an ICF coach and a equine learning facilitator. In reality that means we spend lots of time together, travel to great places and hang out in lovely hotels but shhhh don’t tell anyone!

Key lessons you have learned along the way?

Take others with you even if it means slowing or adapting your goals – as entrepreneurs we are in the privileged position of being able to create opportunity for others.

Best piece of advice you have received?

This too shall pass.

Advice to an aspiring entrepreneur or woman just starting her career?

You will make lots of mistakes, some of which you could have foreseen and some you could never have imagined – don’t worry we all do, just learn from them and keep going.

What funding route have you chosen for your business and why?

We are not seeking outside investment and have kept the bootstrapping to an absolute minimum. Why? So we are only answerable to ourselves, our team and our clients and can truly live our values. On a personal level it also plays to my value of freedom.

Some of the challenges you have faced and how you overcame them?

Too many to capture here but I get a buzz from overcoming challenges – it is a real motivator for me. Realising we didn’t want to go the venture funding was pretty pivotal. It meant we had to rip up our strategy and start again which meant ‘letting go’ of all the time and energy we had committed. We routinely use our values to make important decisions and test our choices and that was critical in this case.

Why is it important to support women-led business?

Levelling up! Women have to push through so many barriers to lead their businesses, supporting them levels the playing field and shines a light on the amazing women that are changing the world.




Rosalie Millard-Evans

My inspiration is...

My dad.

My greatest fear is...

Not making a difference.

The most courageous thing I’ve ever done is...

Faced my daughter’s Type 1 Diabetes diagnosis.

Guilty pleasure?

The Walking Dead.

Mantra you live by?


Female role model?

My friend and fellow Women’s Chapter member – Maggie Smart.

Women-led brand you love?


Top productivity tool?

Todoist (I even have my family on it).

PrimeCoach has created a SPECIAL OFFER exclusively for Women's Chapter Members

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