Let's get gutsy

GUTSY

THE group programme for coaches & health professionals already selling 1:1 who want consistent £6k+ months, built around ONE group offer you become KNOWN for.

🏆 Business Coach of the Year 2025, Solopreneur Awards
4 → 8
Women in Gutsy since it launched last October, growing to 15 now
£4k
Every month from Gutsy
4
Group offers sold this year, with 9-10 women in each
Sold out
My clients sell out their group rounds months before they start
400
Students taught in my programmes, masterclasses, bootcamps and on stage
Lucy, ADHD nutritionist Gutsy client

From £30 a week to selling out group rounds months before they start.

When she joined Gutsy she was charging £30 a week, working locally, with 650 followers and no real online presence. Inside Gutsy, she renamed her business, built her signature method, and the right people started finding her.

Her first round of The Spicy Method sold 4 spots at £1,300, she trademarked the method, and she's just put 33 people into her £97 challenge. She now sells out group rounds months before they start, and she's on 52k followers. She's even been approached by a literary agency to write a book.

Now her messaging does the selling for her: "…the 2 women who found me have just watched my page and signed up - both needed very little “work” from me to get them over the line. Which feels so good ❤️"

She came in charging £30 a week. She's now an industry leader her dream clients wait months to work with.

“Before I started working with Amber I was only really working locally and asking for very little money for a lot of my time and energy. As we worked through GUTSY, my posts started to go viral and I grew from 650 unaligned followers to over 20k perfectly aligned women! Amber has helped me to create my own methodology and go fully online, charging money for courses that I could never have even dreamed of. I've gone from playing it small to building a bold, scalable brand online which i'm utterly obsessed with.

Lucy, ADHD nutritionist

You don't need to grind your way to your next level

You need money you can count on every month, from ONE group offer you're known for and can scale

AND THAT TAKES GUTS

Amber holding sunflowers over her eyes and sticking her tongue out

Blinkers on.
Bold moves only.

1Grow an audience of right-fit people with content that sells your offer while it grows

2Build ONE signature group offer you're known for, and launch it live, then run it again and again

3Run a simple sales routine so your income stops starting from zero every month

4Become the grounded, gutsy CEO your business needs to grow

Because big vision needs a solid backbone. We aren't just talking about high-level theory here; we are locking in the exact systems, daily routines, and self-leadership it takes to turn your strategy into ACTUAL, repeatable sales.

More guts.
Less grind.

If every month feels like you're starting from zero…

You've had good months. Maybe a £5k month, or a launch that made more than you expected. Then the next month goes quiet, and you're back to wondering where your next client is coming from.

Like you're constantly flapping behind the scenes while everyone else seems to have this shit figured out. Like you're working twice as hard just to maintain the momentum you've built.

You don't need another generic blueprint. You need a strategy that actually fits the reality of your life, your energy, and your unapologetic ambition.

That's why, round here, we focus on GUTS.

"Most 'strategy' frameworks were built for lives that don't look like yours."

The GUTSY
Method™

Amber with a bowl of strawberries on her head
G

Gut-Check Your Business

We audit where your business and your head are at, set the monthly number you're aiming for, and get clear on who you need to become to hit it.

U

Upgrade Your Offer

Step into your Power Persona, pull out the signature method you already use with your clients, and shape it into ONE flagship offer with the messaging that sells it, built to run again and again.

T

Truth-Teller Content

My messaging approach built on honesty, storytelling and leadership. A content strategy that grows your audience with the right people, builds your authority and sells your offer, so your ideal client reads it and thinks "that's me".

S

Scalable Sales

There are three systems. A daily sales system so you're selling a little every day, a backend system that builds your list, and a launch system that fills your flagship live, so you launch to an audience of warm buyers. This is how you build consistent £6k+ months from ONE group offer you're known for.

Y

Your CEO Era

Scaling the business you've built. Tracking your monthly numbers, relaunching your flagship, keeping clients re-signing and making decisions like the CEO of a business that runs on your terms.

This is where strategy meets identity & self-trust.

Done being a
scrappy provider?

The money comes in, but you still panic every month.

The rollercoaster incomeGood launch month, quiet month, scramble month. It's the same cycle over and over, with no floor underneath it.

The wrong roomA reel does thousands of views, then you check your DMs and it's tumbleweed. The people landing in your world aren't quite your people, because something is off with the signal you're sending.

The fear you've gone beigeYour content has started to sound generic, like everyone else in your field. You know you're meant to be known for something specific. You just haven't claimed it yet, and it's costing you.

The rollercoaster

Which bit of the loop
are you on?

1Your 1:1s are full (and you're undercharging), so you're too busy to post or sell.
2You have a big month and decide that's your new normal.
3Clients finish, the next month goes quiet, and you panic and start planning another new offer.
4You post more, explain more, pivot again and everyone's confused (including you).
5The group programme you've been sitting on still isn't built.
Gutsy gets you off the loop.

Grounded
with strategy

"After GUTSY, you'll no longer wonder if your last high cash month was a fluke."
Laura, motherhood coach
@thesoulful.mama

Full alignment, traction and momentum.
Huge identity and branding shifts.

I needed someone to be honest with me about what I was missing. Every other coach had just said "ah you're doing great, just keep going" which wasn't helpful. Now I'm gaining more traction and momentum than I would've ever reached on my own.

It's EXACTLY the support I needed - from deep identity shifts, to huge branding revelations and big brave decisions about which way to take my business in.

If I had to describe the Amber Effect it would be... The gut punch I never knew I needed.

My business finally feels like me and I know exactly where I'm headed with it, the future feels frigging exciting and I know without her help I wouldn't be where I am today.

You're so ready for

Knowing what next month looks likeA consistent £6k+ baseline, so one quiet week doesn't send you spiralling.

Selling every month, not just in launch weekA few honest posts and DMs every week keep your £6k coming in, with a launch whenever you want a bigger push.

Making the big, bold movesRaising your prices, opening your group and saying no to the work that keeps your income going up and down.

Prices that make £6k add upFour people on a £1.5k group programme gets you there, which is a very different month from chasing twenty clients at £300.

An audience that buysPeople who know exactly what you're known for, so the sales page doesn't make them disappear.

What makes Gutsy
different

Amber laughing with strawberries
01

You keep your 1:1 clients while you build

Most advice says you have to quit 1:1 to scale, and I preached that for a long time too. Inside Gutsy you cement your floor first: a few premium 1:1 clients who keep money coming in while you launch your flagship. As the flagship grows, your 1:1s shrink by choice, at a higher price, because you love the deep work.

02

You sell a little every day, so your launches land

Sprinkle, don't dump. When you're selling in your Stories, DMs and emails every week, your launch goes out to an audience of warm buyers who already want in.

"My first course sale post launch! I’ve been nurturing her in the DMs for a week or so and used her message for a story and she’s just signed up and paid in full - I’m now ugly crying with relief on my doorstep 😂"Lil, chronic pain coach
03

You get properly coached

Every week in your weekly document review, you send me one question or one document, and you get detailed, honest feedback you can use straight away.

"That is what I call a loving roast 😂 … have edited it and put out a post this morning with the new messaging and already sold a ticket 🥳"Lil, chronic pain coach
04

You watch me do it in real time

I'm growing Gutsy right in front of you. It's grown every six months, from 4 women to 8, and now I'm growing it to 15. You see my launches, my daily selling, what flopped and what I changed, then you take what works straight into your own business.

05

You work on the strategy and the woman running it

New strategy doesn't stick on top of an old identity. I'm an ICF accredited coach and a teacher of 12 years, so I can make complex things click and help you become the CEO who actually does them.

What's
included

3x coaching calls a month

Live hot seats with me, an ICF accredited coach and business strategist who's done it herself - where you get properly coached on whatever you're stuck on

2x CEO calls a month

Strategy and planning sessions, from quarterly goal setting to breaking down what’s working in my business right now

Telegram hub

Your community space between calls, for wins, support and cheerleading

Win 1:1 calls with me

The opportunity to win 1:1 calls with me along the way

Weekly document review

Every Tuesday and Wednesday, send me one question or one document (content, copy, sales page, emails) and get detailed, honest feedback

Quarterly group challenges

Following The GUTSY Method™ to build your offer, content and sales systems

Gutsy learning hub

Short, sharp video lessons, starting with your offer, messaging and positioning, plus every call recording

The Gutsy Business Brain

Your app for The Gutsy Standard, plus Stories, content ideas, face-to-camera scripts, your launch plan and DM support to close the sale

Monthly Gut-Check

Every month you check in on your numbers, your wins and your next move, so nothing drifts

Exactly who
it's for...

This is for you if

  • You’re a coach, health professional or online service provider who’s already got 1:1 clients and are getting real results from it.
  • Your income still goes up and down and you want a predictable £6k+ baseline, and you understand that building it takes months of consistent work, not one good week.
  • You take action fast and you’re coachable. When you get feedback on a call, you try it that week, even when it means hearing “this isn’t working”.
  • You’ll post the brave thing and treat your business like a business, even on the days you feel like a one-woman band.

This is not for you if

  • You don’t have an offer that’s sold before. It can be 1:1 or group, but people need to have paid for it, because that’s your proof there’s demand for what you do.
  • You don’t want to use content to sell. Everything I teach is built around making your content bring in leads and sales, so if you want to stay offline, this isn’t for you.
  • You’re not ready to be seen as the expert. Scaling a group offer means becoming the person people think of for your thing: a specialist in something really specific. So you need to be up for owning that publicly.
  • You’re looking for a quick fix. Gutsy is a 6 or 12-month programme because predictable £6k+ months come from building systems you run week in, week out. If you want one magic post or a quick launch hack that does the heavy lifting for you, this isn’t it.
  • You want to stay comfortable in the beige zone. Gutsy is about saying the brave, specific things in your content that make the right people pick you, so if you’d rather blend in and play it safe, this will feel too exposing.
Amber, The Gutsy CEO

Hey I'm Amber

I'm a positioning, offer and sales mentor, an ICF accredited coach and the 2025 Business Coach of the Year at the Solopreneur Awards, for the women who are done playing small and playing nice.

I built my business on radical candour and zero fcks about the industry "standards" designed to keep us in the scrappy-provider box.

I built Gutsy, the group programme I'm known for, launched it and scaled it, and every woman in the first round re-signed. It's grown every six months, from 4 women to 8, and I'm growing it to 15 now. Gutsy is the centre of my business: it brings in around £4k every month on its own, and my 1:1 intensives and smaller offers sit around it. With Gutsy at the centre, my best months this year have topped £6k. Most of my leads come from my content, mainly trial reels, and I sell from my Stories, DMs and emails. That's how 5 women joined my £300 growth sprint within 24 hours of me opening it.

I've worked with hundreds of business owners, and together my clients have grown their audiences by hundreds of thousands by sharpening their messaging and sales, and stepping into the gutsy CEO they're becoming instead of the scrappy service provider they've outgrown.

"I trust my sales strategy so much it makes courage easy."

I don't just teach you and wave you off into the wild. I mentor you. I coach you. And I'm your loudest, most ride-or-die cheerleader in the back - the one yelling your name while you do the brave thing.

So you learn to own your authority and sell with such undeniable conviction that your dream clients are practically begging to hand you their credit cards.

From scrappy
to Gutsy CEO

Amber in green pulling on yellow rubber gloves
Jessica, embodiment & nervous system coach Gutsy member

From burnt out and offline to 4 new clients in 2 weeks.

After her first year in business she burnt out and stepped back. Inside Gutsy she came back and signed four new clients in two weeks. She's quadrupled her audience in the last two months and has 40 people inside her live challenge right now.

"Yessss 2 new clients starting this week !! Very excited."

Four days later:

"Ok so i got 2 new clients this week again woop. And had 2 new clients start too was so good holding space and feel on a roll now yayyy." "Ladies I’m shook.. I had 440 followers in August and look at the views in last 30 days nearly a million people have seen my content 😅😮‍💨 what the helly haha and I’ve got 40 sign ups to my challenge yayy I need to go lie down 😂 xx" "I’ve also doubled my following on IG in 30 days which is amazing to see I'm about to hit 1k 👏 all the upskilling and messaging refining is working yay xx"
Emma, dietitian Gutsy member

Years of business coaches to finally trusting herself.

"I've spent a LOT of money on different business coaches over the years... You've given me the confidence to trust myself, make decisions and actually go out and do things rather than constantly feeling I need someone to guide me... I think you've helped me more than you probably realise. Sometimes the biggest thing a coach can give you is the confidence to realise you're capable of doing it yourself, and I think that's exactly what you've done for me."
Lil, chronic pain coach Gutsy member

From ending clients to £19k in 9 months and passive sales over mat leave.

When she came to me she was stuck, inconsistent, and had a couple of clients, none of them high ticket, who were both ending. Inside Gutsy, we claimed her real specialism, built an offer her people actually wanted, and set up an evergreen funnel to sell for her before she went on mat leave. In her 9 months working with me before mat leave, she made £19k.

Then this happened:

"Put out my first post about my new freebie that leads into my evergreen funnel - 79 sign ups moving through the funnel now so far, 2 purchased the trip wire immediately and coincidentally yesterday someone purchased my signature offer that the funnel leads to - from purchasing the trip wire a couple of weeks ago!"

The
Investment

Everything you get inside:

  • 3x coaching calls a month
  • 2x CEO calls a month
  • Telegram community hub
  • Weekly document review
  • Quarterly group challenges
  • Gutsy learning hub
  • The Gutsy Business Brain app
  • Monthly Gut-Check
  • The opportunity to win 1:1 calls with me

£667 a month is about a tenth of one consistent £6k month. Sell one extra spot on a £1.5k group offer and you've covered more than two months of Gutsy.

6 or 12 months. Built around your life.

6 months
£4,000
Pay in full

Or 6 monthly payments of £666.67

12 months
£7,000
Pay in full

Or 12 monthly payments of £583.33. Save £1,000 compared with two 6-month rounds.

Life happens, so you can pause for a month at any time if you need to.

Time Sensitive Bonuses
APPLY BY FRI 6 NOV, 1PM
£4,000£3,500 + the £6k Roadmap 1:1

A 1:1 call with me where we map out your route to consistent £6k months, so you start Gutsy knowing exactly what to focus on first.

APPLY BY TUE 10 NOV, 12PM
£4,000£3,500

Pay in full or 6 monthly payments of £583.33. It goes up to £4,000 after Tue 10 Nov, 12pm.

Your questions

Have I sold enough to join?+

You don't need loads of past clients, but you do need an offer people have already paid for, 1:1 or group. That's your proof there's demand, and it's what we build your group offer from.

What if I can't make all the live calls?+

All coaching calls and CEO calls are recorded and uploaded to the access-any-time vault. Plus, you've got the Telegram hub and your weekly document review for feedback between calls.

How do the payment plans work?+

You can pay in full, or spread the cost monthly over the length of your programme. For 6 months, that's £4,000 in full or 6 monthly payments of £667. For 12 months, it's £7,000 in full or 12 monthly payments of £583.

I'm already making consistent income. Will this help me?+

Absolutely. Steps 4 and 5 (Scalable Sales and Your CEO Era) are built to turn your offer into predictable monthly income and then scale it, with relaunches, re-signs and your next hire.

How is GUTSY different from other group programmes?+

Most group programmes work like this: you pay, you get dropped into a huge group, you get lost in the group chat and on the call you're allowed "a question," kept to sixty seconds, then handed a generic answer that makes it obvious they didn't really understand you.

GUTSY isn't that.

I'm an ICF-accredited coach, a teacher of 12 years, and a woman who built this business from scratch in three years - so I'm not teaching from a podium, I'm doing it right alongside you. The coach training means I know how to pull your most incredible ideas from your brain and shift your behaviour and identity into a woman who MOVES. The teaching means I can make complex things click and stick.

And I don't gatekeep - I'll show you what I'm doing, what's working, what's flopped and what's next, then invite you to come with me.

So you don't just "ask a question." You get properly coached and mentored: detailed feedback, room to explore your thinking, and my honest, no-BS opinion. I'm in it with you.

The reason you're stuck isn't that you don't know how to post or structure an offer - you've bought those courses, they're in a tab you're avoiding.

You're stuck because you're still running your business as the scrappy service provider who said yes to everything to prove she was legit. And new strategy doesn't stick on top of an old identity.

GUTSY works on both at once - identity AND strategy. It's built on The GUTSY Method™, five steps that take you from gut-checking your business, through your offer, content and sales, to running it as a CEO.

You're not just changing what you do - you're changing who's doing it.

And it's not a course you binge alone at 11pm and abandon by week three. It's a room - an intimate one, of women who cheerlead, support and celebrate each other. The kind of seen that makes you brave, and occasionally the kind of called-out that makes you finally do the thing.

What results can I realistically expect?+

I'll never promise you £100K by next week. Building a real business doesn't work like that. You get out what you put in.

But bring the passion, treat this like Plan A, show up consistently and the shifts come.

First it's internal and almost immediate: you stop second-guessing every post and start sounding like yourself.

Then the strategy lands - a clearer offer, messaging that names what you do, sales that don't make you want to fake your own death.

Here's what that's looked like for my clients. One went from charging £30 a week to selling out group programmes months in advance, with 52k followers. Another went from a couple of clients who were both ending to £19k in 9 months, with an evergreen funnel selling her signature offer before she went on maternity leave.

The income follows the identity and the strategy, never the reverse. There's no guarantee - results depend on you doing the work, but the women who bring the passion and let themselves be seen end up not recognising the founder they used to be.

What is the time commitment per week?+

An absolute minimum of 8-10 hours a week dedicated to your business, on top of your client work and any part-time job.

That's 2 to 3 hours a week on calls with me (a coaching call and a CEO call most weeks), and the rest is your CEO time and implementation, because that's where your results actually live, not on the calls.

Building a business takes time. Some Gutsy women still have a part-time job alongside their business, and that's fine, as long as Gutsy is your Plan A. I won't promise you results if you treat this like a side hustle.

Is there a refund or cancellation policy?+

You've got 2 weeks to change your mind. After that, it's non-refundable. If you do pull out within those two weeks, you'll lose your one-month deposit but you're released from the rest of the contract - no hard feelings, no chasing.

What happens if I need to pause?+

Life happens, so you can pause for a month at any time if you need to. I'm not going to penalise you for being human. The one thing that can't pause is your payments, because that's my bread and butter, but the time and support flex while you catch your breath.

Do I need to be at a certain income level to join?+

No minimum income - but GUTSY isn't a "how to land your first client" programme, and I'd be doing you a disservice to pretend it is.

This is for you if you've already been in the game a little while - you've got clients, you know the basics of content, you know your work is genuinely good - but you've hit the ceiling of what scrappy hustle can do.

If you're brand new with no offer and you don't know the difference between a reel and a story, you're not quite ready for Gutsy. If you're a few years in and you're frustrated that your income doesn't match your talent, you're exactly who I built this for.

Undistractable focus. Unshakeable self-trust. Unapologetically yourself.

Gutsy is where business makes big, bold moves.

You in?

6 months £4,000 (pay in full or 6 monthly payments) · 12 months £7,000 (pay in full or 12 monthly payments)

© 2026 Amber Jay. All rights reserved.