The challenges along the way were many, but there were three substantial ones.



Our team met Andrew Mahony at a short seminar some 3 years ago. At the time, Andrew had decided he wanted to give up his secure job and become involved in something positive that would help people improve their lives.

As a young man Andrew had qualified in the field of exercise physiology however, with the profession still in its infancy at the time, there were few jobs available and his working life took a different path and he worked as a NSW Police crime scene investigator and as a rehabilitation consultant with CRS. Starting his own business wasn’t on the cards when he set out – he’d seen his parents work long hours and experience the financial challenges of being in business and decided it was a stressful lifestyle he didn’t want. However, when he experienced stroke symptoms himself, he decided it was time for a change.

When Andrew first met with MaxMyProfit he’d decided he’d like to start a business that helped people in rural areas to improve their fitness and physical mobility.

When an Australian public servant decided to give up his secure income to set up his own business 3 years ago, his vision wasn’t particularly clear. And he had no idea that his conversation with an MaxMyProfit at a short seminar would result in a winning relationship that would lead him to develop a multi-million dollar award winning enterprise in just 3 years.

No experience and no business

Andrew had no experience in developing or running a business and was a sole practitioner just starting out. Technically, there was no business.


Andrew joined one of MaxMyProfits program, a 1 day a month course that ran over 12 months, to gain the knowledge he’d need. Andrew learnt about the difference between operating a business as a sole practitioner and creating a profitable business that could run and provide income without his presence. Andrew says this required a substantial shift in mindset for him – he wasn’t motivated by money and it wasn’t until his coach pointed out how many more people he could help with a larger enterprise that his vision changed.

Long hours and a fast growing business without suitable business systems

As the revenue increased quickly, engaging a manager became not only a possibility, but almost an emergency – someone had to establish and maintain the systems that would sustain the business as it continued to grow rapidly. Andrew was eventually convinced and Peter Annis-Brown (now a co-owner and director) was engaged. Andrew increased his coaching to one-on-one level and his MaxMyProfit worked with Peter and Andrew to take Rural Fit to the next level. Systems for sales, marketing, recruitment and other important processes were establish. This change had the added advantage of freeing up Andrew’s time and allowing him to do more of what he enjoys.

Cash flow

As a fast growing business, it was a case of needing to invest in personnel ahead of time to ensure the business could keep up with demand. This is a common situation for accelerating businesses and one that creates the risk of the business becoming insolvent. In the case of Rural Fit, costs were higher than they should have been because of the delay in establishing systems that would streamline the work and reduce expenses.


Andrew obtained an overdraft which partially alleviated the problem. As systems were set up, costs began to reduce.


The transformation in just 3 years has been substantial:

  • Rural Fit turned over around $200,000 in its first year. Last year the figure was almost $2 million.
  • The business developed from a sole practitioner’s enterprise into a profitable business with a team that includes practitioners and administrative support staff totalling about 50. The business services about 500 clients per week
  • Andrew worked around 90 hours a week after starting the business – he now works about 3 hours a week, and deals with only a few calls and emails a week. The day to day requirements are looked after by others
  • Rural Fit won ESSA Business of the Year in 2013 and the NSW Business Chamber’s 2013 Award for Excellence in Small Business.
  • Andrew has not only successfully made the transition from wage earning public servant to successful business owner, he has created a lifestyle that allows him to spend his time with his wife and children, enjoy life and assist some of the causes he’s passionate about.

Andrew couldn’t be happier with the outcomes and credits MaxMyProfit with correcting his original limiting belief about what it meant to be a business owner – a belief which may otherwise have resulted in him working as a sole practitioner with a limited income forever

  • Over the past 6 months the incredible team at MMP have supported us to shift our attitude towards our business & month on month our revenue is increasing to the point we will be able to employ additional staff to support our business goals long into the future. Do not regret our decision one single bit!

    • Emma Reece

  • Working with my coach has enabled me to see the areas where my business is failing. This was pretty confronting to me to be honest. MMP has the tools to improve these areas and the guidance on how to implement them.

    • Sharon Robinson

  • I have been working with MaxMyProfit for approx 3 years now, and over that time I have learnt a lot of things about not only what it takes to run a business, but I have also learnt things about myself. I don't believe i'd be the person or have the business I have today if it wasn't for MaxMyProfit and our Business Excelerator. Great team to work with if you want to take your business serious!

    • Ben Choy

  • As a new client for MaxMyProfit (MMP) it has taken no time at all to realise the benefits of business coaching. Despite many years of senior management experience starting a new business requires best practice systems and processes built on a solid platform of detailed planning. I look forward to the benefits of adopting the formula being shared by MMP.

    • Campbell MacLeod

  • MaxMyProfit Are truly awesome at what they do. They have helped me over the past 12 months to get off the tools in my business and start working on my business. I am looking forward to 2019 with enthusiasm not concern. Thanks so much.

    • Aaron Kemp

  • If you are committed to Growth the MaxMyProfit Team has the tools and expertise to excelerate all areas of your life. They Care, They Listen, They Understand You as an Individual first then they focus on Your business. Thank you MaxMyProfit my rating is a 6/5 - Kindest Regards The Mr Handyfix Team

    • Catherine Kavadas

  • The team at MaxMyProfit are an absolute pleasure to deal with. I love working with a team who is on top of what they are doing and have a clear view of what they are working on with you and helping ensure you get to the end goal.

    • Lauren Watts

  • I have been working with MaxMyProfit over the years and what they do for SME's in growing their business is fantastic. Also due to there knowledge and their supporting material for companies across the 5 lifestyle stages and assisting them through this process day in day out is extremely comforting as a small business owner and have referred them many businesses over the years.

    • Steve Laingy

  • Working with a business coach from MaxMyProfit has been one of the best things I have done for my business. I had several other coaches before MaxMyProfit but these guys are a step above the others. I have seen a significant increase in sales, now have a business that can run itself and the coaching program has paid for itself many times over.

    • Matthew Kitchin

  • Much more than just business coaches. There is an absolute treasure chest of business knowledge in their members site.

    • Iain Campbell

  • MaxMyProfit are unique as they really partner with you to develop and implement a plan that will drive success for the business. I was hesitant to proceed as previous business coaches tell you what to do and rely on you to implement.

    • Michael de Haan

  • I attended one of MaxMyProfits introductory events in Melbourne. Having been an accountant for almost 30 years, I was somewhat sceptical. Boy was I wrong. I not only enjoyed the presentation, but I gleaned so much from just that session.

    • Daniel Odd

  • These guys are an absolute wealth of knowledge for Small Business. The programme and support networks they have set up ensure learn more every day and can take your business from good to great. Thanks so much.

    • John Butler