About MBS Coaching
Business coaching grounded in real business ownership.
MBS combines practical experience of building and operating a business with strong financial thinking and a straightforward coaching approach — establish where you're going, stay focused on what matters, and make decisions using evidence rather than guesswork.
Where it came from
Where MBS Coaching came from
MBS Coaching grew out of more than 20 years working alongside business owners. We've built teams, delegated, systemised, acquired businesses, stepped away from day-to-day delivery and helped clients through growth, difficult decisions and exits.
Built around life
Sam Morgan started MBS as a bookkeeping and payroll practice, deliberately built around raising a young family and creating greater control over time and income. The belief that a business should support the life of its owner has been part of MBS from the start.
Ian joins, systems follow
Ian Morgan joined MBS as it grew into a full accounting practice. Systems, processes and delegation helped MBS become less dependent on its owners doing everything personally.
Beyond the accounts
Conversations increasingly moved from "here are your accounts" towards "what are you actually trying to achieve?" Covid reinforced that owners needed more than historic numbers — they needed evidence, perspective and people to think decisions through with.
Two businesses, one philosophy
Accounting and coaching were eventually separated because they solve different problems. MBS Accountants helps owners understand their numbers. MBS Coaching helps owners decide what to do about them — and everything else involved in running a business.
Practical experience
We're business owners too
MBS has experienced many of the challenges it now helps clients think through:
- Hiring
- Delegating
- Systemising
- Changing owner roles
- Becoming less dependent on the owners
- Building leadership capability
- Acquisitions
- Integrating clients and teams
- Making difficult people decisions
- Deciding what to stop doing
- Learning from mistakes
- Continually improving
We're not teaching business from a textbook alone. We're business owners too.
We haven't handled all of it perfectly — but that's part of what makes the conversations useful.
Who you'll work with
Meet Ian and Georgia
The Coaching approach is an established MBS way of working, not just access to two personalities — but it helps to know who's behind it.
Ian Morgan
Business Owner & CoachIan has spent many years working alongside business owners while building MBS itself through hiring, systemising, delegating, acquisitions and becoming increasingly removed from day-to-day delivery. He joined MBS in 2009, and his role has evolved from accountant to business owner, leader, strategist and coach. He combines practical business ownership with a strong financial background.
- Understanding financial and commercial evidence
- Asking direct questions and challenging assumptions
- Helping owners clarify what they genuinely want
- Working through significant decisions
- Perspective developed through running MBS itself
Georgia Asbury
Business CoachGeorgia works closely with business owners around direction, accountability, difficult decisions and the thinking that can keep owners or leadership teams stuck. She combines a strong understanding of business and financial information with a practical coaching style.
- Helping owners establish direction
- Maintaining accountability
- Facilitating difficult leadership conversations
- Bringing financial and commercial evidence into the conversation
- Asking questions that reveal an option or assumption others may have missed
Why MBS
Coaching backed by financial evidence.
MBS Coaches understand accounts, cash, profit, margins, forecasts, capacity and commercial consequences. That's not to act as a CFO — it's what lets us ask stronger questions.
- What does the evidence say?
- What are we assuming?
- What happens if we do nothing?
- What aren't we seeing?
- Is the issue really sales, or is it pricing, margin, capacity, retention or something else?
Better businesses aren't built by perfect decisions. They're built by informed ones.
How we work together
We'll ask the difficult questions. You'll make the decision.
MBS Coaching
- Asks questions
- Challenges assumptions
- Introduces evidence
- Provides perspective
- Highlights blind spots
- Facilitates difficult conversations
- Creates accountability
The client
- Owns the decision
- Owns the action
- Owns the execution
- Owns the result
Our job is not to have every answer. It's often to ask the question that helps you see the problem differently.
What we believe
What we believe
Your business should work for you
The business should support what you genuinely want from life — money, time, role, freedom, and eventual exit or long-term ownership.
Better businesses start with better owners
If the business needs to change, the owner often needs to change too. Goals should be ambitious, but grounded enough that you can genuinely believe they're possible.
Take responsibility for what you can control
Ownership, accountability and responsibility — rather than blame, excuses, denial or drama.
Evidence beats assumption
Understand what's actually happening before deciding what to do about it.
The owner owns the decision
We ask questions, challenge assumptions and explore options. You decide what happens next.
Part of MBS Group
MBS Coaching is part of MBS Group
MBS Group exists around the belief that a business should work for the person who owns it. MBS Accountants helps owners understand their numbers. MBS Coaching helps owners decide what to do about them — and everything else that comes with running a business. Clients can use either business independently; you don't need to use MBS Accountants to work with MBS Coaching.
Want to experience how we think? The free monthly online Board Group lets established business owners bring a real problem, hear questions and receive different perspectives.
See the next MBS Board Group →Get in touch
You don't have to work every important decision out alone.
Talk to us about what's going on in your business, or see how MBS Coaching helps before you get in touch.