The realities of building a scalable programme (and how you can join mine: Authority Club)

Today, Authority Club officially reopens and this time, it’s the strongest it’s ever been.

This is the fourth launch of AC, my highest-revenue, highest-impact offer to date. It’s also the programme I’ve iterated, refined, and sharpened more than anything else I’ve built. In 2026, Authority Club isn’t just “back” but it’s evolved.

And because I know you don’t want the glossy version, you’re getting the real behind-the-scenes today… what it actually takes to turn a 1-1 process into a signature, scalable programme that works for people at different stages. You’ll also see exactly why this is the final window to join until at least July 2026.

Building this programme has been the subject of much of my own coaching:

What does it take to build something that lasts? To turn a 1-1 process into something scaleable? To get results for people at different stages?

This email explains it, numbers and all.

It’s also an invitation. You can join Authority Club this January for six months of highly structured and supportive guidance to grow an Authority led business.

First up: A (re) Introduction to Authority Club

Authority Club helps coaches and consultants become the go-to Authority in their space by using long-form writing that fills their practice in just six months.

With the structured support, live sessions and peer group, founders who follow the guidance and take daily action on their business, will get this result, should they want to. We have some folks building slower, more intentionally, and that suits them too. AC is not a performative space. It’s full of very thoughtful, kind entrepreneurs who are smart and know their stuff.

Their challenge? Before joining Authority Club it’s often “I know I’m good, my work is deep, but my words don’t show it and I struggle to articulate why someone should choose me”.

Whether that’s as a systems change coach, a product marketing pro, a b2b saas copy expert, coach for sensitive professionals or data training expert. AC members aren’t freelancers. They’re building authority-led businesses that require a very different level of thinking, articulation and support

AC is for entrepreneurs who aren’t really selling a tangible product, but are selling their belief and worldview to the clients who will pay top rates for that very original thinking, and expertise.

To do that, requires a very specific set of skills.

• Being able to articulate a clear, and compelling One Big Idea for your work. This idea creates a through line for all your messaging, and sets you apart from all the other coaches and consultants out there because you become clear and specific, without boxing yourself in.

• Knowing how to create demand for your coaching/consulting work, through a Body of Work aka content (often long form) which has ideal clients reaching out to you saying “you’ve read my mind and articulated something I’ve never found the words for!”. Long-form thinking that is the antidote to the short form content hamster wheel many founders are on (ineffectively).

• Delivering a Signature Offer to your clients, one that allows you to do your best work, deepen your craft, and spot patterns amongst them. These patterns become the basis of a scaleable offer suite that allows you to divorce the time-to-money equation so many are stuck in. One much like AC is for me, perhaps?

AC is a holistic, business-focused container that covers much more than just ‘here’s how to stand out online’.

This is the methodology that works.

Members go through the ABC process: Write your Authority Story (A); Build your Body of Work (B); and Grow Clients & Connections (C).

It’s built on the same principles and tools I’ve used to sustain a six-figure business for three years straight, without dancing reels, green screens or chasing the algorithm. I’ve got here with a humble audience size, a deep Body of Work, and true north star clarity.

I teach what I know, and do personally, but also, lessons observed from the hundreds of clients’ businesses I get to see inside. I’m privy to what is (and isn’t) working in their corporate training pilot, partnership strategy, course launch, group coaching programme, or long-term client retainers…. so members get my insights from across the board.

The folks inside AC are diverse in age, location, nationality, gender and what their businesses do. This richness creates a unique set of brains to build alongside. But their commonality? Everyone is building an expertise-led business around their unique life and professional experience. To become known for something in their field — a belief, a proprietary method, a more values-aligned way of doing business, etc.

The personal side matters too. Almost every founder I work with hits the same wobble: “Who am I to be an Authority?” This comes up when charging top fees, sharing your worldview publicly, choosing a clear focus and letting your work be seen.

That’s where my ICF accredited coaching skillset comes in. To support with the very personal questions that come with this territory. Traditional marketeers will slap a slogan on your work; I’ll help you find the right business focus that will last and the mental toolkit to sustain it, too. I’m here to support you articulate the depth you already have so that perfectly aligned clients come to you for exactly who you are.

So if you are ready to start building a visible body of work that positions you as, through clear messaging, magnetic writing, and calm confidence… I built Authority Club for you.

We kick off in January and run until July, but spaces are available to secure from today on a first come first serve basis. Learn more and secure your space here.

This is not a huge membership where I don’t know your name or anything about you (yuck). This is intimate, capped at 50 members (Dunbar’s number, y’all!). I know where everyone’s business is at, and regularly reference what you’re up to individually in trainings.

Exactly what’s included inside

The Authority Manifesto

Start by creating a clear, compelling narrative that positions you as the obvious choice for your ideal clients so you can sign those drawn to your story, not just your skillset. You’ll do this through The Authority Manifesto: a living, breathing guide that helps you clarify your unique positioning and articulate what makes your work unmissable.

Member Jaz Marfo said “The Manifesto alone was worth joining, it felt like Ellen was speaking directly to me, pulling everything in my business into clarity”

P.S. once you sign up, you’ll get access to this Manifesto if you would like to do some learning over the new year break!

High-Impact Trainings & AMAs

Cut through the noise with original, live trainings designed to help you take things off your to-do list—not pile more on. Each session is designed to reduce decision fatigue and choose what works for your business, simply.
Every fourth week, join a live Ask Me Anything call for your personalised questions so you can stop second-guessing and move forward faster.

Example trainings from 2025: Making your One Big Idea Stick, Getting Clients for your Signature Offer, Writing & Growing a Newsletter.

And, if there’s a training I’m not the best person to deliver, we bring in guests, for example this year on WT.. is going on with LinkedIn lately, on Notion, on pitching and more.

Content Clinics

Get my honest, expert feedback on your content every month so you’ll turn ‘good ideas’ into high-converting client-attracting assets that are our in the world. These Clinics ensure you’ll finally get out of your own head and into momentum, knowing exactly what to tweak to make your writing connect and convert. Long-form content drops very welcomed and encouraged!

Peer Support & Ideation

Authority Club lives inside Circle, so it’s easy to connect with others doing the same work. You can ask for peer feedback, share your wins, or even take things offline. I often see members co-work together, guest on each other’s podcasts, or just hype each other in the social media feed.

Once a month, we run a guided peer ideation session where you can talk through your ideas, get outside perspective, and see what really lands with real humans. No forced networking; only genuine connection with people who get it.

All has been designed to offer frequent touch points that will guide you to filling your coaching/consulting practice with aligned clients. Clients who want to pay you for your exact Authority area.

If you’re inside AC, your work should command at least £1k+ per client. Most members already do or realise quickly that they can.

So with this next round at an investment of just £950 you’re primed to recoup your investment fast.

Too many entrepreneurs sit on the sidelines, waiting for the perfect moment to invest in their business, and in that time waste months on ‘strategies’ strung together built on FOMO and freebies.

Making a commitment to a comprehensive support structure like this could make everything feel easeful, clear, and more fun.

Some proof this stuff works from existing members….

• Chloé went from a referral-only business to a public launch, a new website, a new LinkedIn strategy and signed four ideal clients within the same period

• Ambra unlocked her OBI (“fear is your compass”), honoured it, and is now travelling with her coaching practice remotely from Costa Rica.

• Dharmesh doubled down on his authority and launched a retreat in Sardinia for his product founder clients.

• Natalia repositioned around the film industry, previously a pipe dream and since signed a top-tier production client within months.

• Sarah used my discovery call approach and began turning “maybes” into confident “yeses.”

I could go on…

So if you want to do this exact work with me next year, I would love to have you join us. You’re reading this and that means you ‘get it’. To secure a remaining space, and get some pre-reading ahead of kick off, your next step awaits you.

So with that in mind, you’ve had a clear inside look into how I run Authority Club. Next…

How Authority Club Came To Be

I think of this as my life’s work. Authority Club is the culmination of 13 years in the field supporting talented professionals tell their story, and design careers and businesses they love. I won’t tell my entire career history here, but that’s my through-line.

I’m entirely convinced 9-5s are in decline and more of us need to learn how to not only survive the future of work, but can thrive, if we’re intentional about it.

I believe Authority is the antidote to hustling through, accepting any old gig just to keep the lights on. The antidote to having your skills and time squeezed and commoditised, and to having to keep up with the churn of social media which has diminishing returns.

Authority building is the thoughtful approach that takes your professional experience and turns it into a clear narrative and set of offers that makes finding clients who want that exact thing, a much simpler path.

But I’m capping the members of Authority Club to 50 (total, not new members) so spaces really are limited .

Why & how this came to evolve…. A timeline

• In 2023 an newsletter survey I ran got 100+ responses. I’d asked readers a set of simple questions and read the common challenges. From here, set out to build a group programme that would address them (having been at full capacity for 1-1s all year, it was time).
  

• The name Authority Club came to me on a beach during the New Year break in Canary Islands, after taking myself on a solo trip post break up, I spent a week visioning about the future I wanted to build. The the pieces started to fall into place. I realised that with my creative skillset and love of writing and thinking, I was building the container that was my exact flavour of business coaching. Authority Club was a home for deep thinkers and leaders, not cookie cutter followers.
  

• In Jan 2024 I embarked on a highly creative process and would say I was the most in flow I’ve ever been. I hired a designer, created hype with a waitlist, built the curriculum, and in February welcomed 15 members into a three month process with me. Priced at £550 per member, so you can do the maths.
  

• After the three months of this programme was finished, I had learnt a lot about what did and didn’t work, but the overarching evidence was that a lot was working. Members went on to reposition their businesses, or build entire online presences for brands that had only previously existed in their heads. Some of those early members became literal business besties.
  

• In summer 2024 I reopened the doors for a second cohort, this time attracting 11 members, some who got the early bird spot at just £550 again, and others joined later at the new rate of £990. The results this time were similar, lots of progress for many, and lots of new ideas birthed, repositioned or strengthened.
  

• When 2024 came to a close, I reflected on the year, and realised how whilst 25 people had been through Authority Club, they were no longer in my world officially. Their three month cohorts had both finished, and I had nothing else to offer them apart from 1-1 work (which is naturally capped, and wasn’t always needed thanks to their new found clarity and momentum). I did my traditional New Years thinking (this time in London, sadly) and realised that I’d built the curriculum of a programme that had proven results… it was time to take it up a notch.
  

• In Spring 2025 I reopened the doors to Authority Club once again, but this time, the journey was a 12 month commitment. No more rushing through three months and getting a taste of results, but now, spaciousness to do the work and let it compound. Members would have my dedicated support to make meaningful changes happen, and a peer group they would grow in relationship with, for longer. This was my biggest launch yet: closing at 28 members. The investment was offered at different price points to different members. For example some heavily discounted as a thank you for continuing beyond 2024 (many did) or if they’d been a 1-1 client. The early bird price for new members was £990 and for anyone after this point, £1299. In 2025 Authority Club therefore has brought in over £25k revenue for me.
  

• From May-December 2025? My focus has been delivering to members, each month with a new training, or feedback on their work, as well as the AMAs. My own beliefs about the online business world has evolved too, and so Authority Letters was born — a sprint based cohort to write a Hero Piece of content. 11 members joined this, some new and some existing AC members. This was a smaller launch, being a new concept and required more education on my side. But has been so rewarding and I’ll share more another time on this. The hope is that AL members would stay for Authority Club if they like my style, because its a natural home to continue their progress, but next up: focus on building more ongoing client demand. And write more Hero Pieces!
  

• 2026? Well I’ve made one big decision: Authority Club will no longer be an ‘always on’ recurring membership commitment. Whilst having ARR (Annual Recurring Revenue) was an original goal for me, and was on for, I don’t think it’s right. Members will choose whether to reengage once their year is up, so deadlines create momentum and intentionality. I can then also make changes to the new cycles with ease.
  

• New members joining? Will all start in January 2026 at the same time, will have a new member kick off call and support from me, and get acquainted with the core concepts. Then can join wider group calls with confidence. This only works with fixed time lines, and that is why this next intake is a 6 month commitment.’ I will not open the doors again until summer at least, when the existing and new members are making their re-commitments (or not) so everything aligns well for the best member experiences.
  

• The value is now proven. The price reflects the depth and maturity of the programme. There’s six months of trainings in the back catalogue, an active community, and my own skillset delivering AC has up-levelled. Plus investing in something at this level ensures focus and intentionality, which increases success.

So, there you have it! Absolutely transparency as to what Authority Club is, who it’s for, and why and how I built it. I really hope reading this has been valuable to you whether or not you are joining us in January.

If you know someone who could benefit from what’s inside, will you send them my way? With limited spaces left, I want this next intake to come from those who know my style, approach and are going to be the right fit for the culture that’s been built.

Thank you, if you read this far, it means a lot. Hit reply and tell me what you’re taking away.

I’ll be back in your inbox next week!

Ellen