
Erwin de Grave
Strategic advisor, fractional/interim executive and M&A investor (EdG Holding); co-founder of The Guiding Matrix and co-host of The Coaching Edge Podcast with Dr. Steve Jeffs.
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OCT 5
Jun 29, 2026
The Business of Coaching: From Hobby to Legacy Operation
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Trudy BeermanHOST
So what does the matrix help coaches with that they may not be actually seeing on their own?

Erwin de GraveGUEST
Well, being in the matrix and what we really, as Steve just mentioned, with the guiding matrix is really guiding people to look, this is what you are right now this is what is possible so and we look at both sides so certainly the basic it's on the coaching side and on the business side what we really look at to be great at coaching you need to be free you need to have that freedom to be really focusing 100 that means you need the right structure to be able to do your coaching sessions where we focus on beyond sessions.

Erwin de GraveGUEST
It's really, instead of looking at individual sessions, we look at the whole coaching journey.

Erwin de GraveGUEST
And being able to look as a coach to the coaching journey together with your client in partnership whole new world opens a whole new focus opens allows you to focus really, this is journey that's go and you're not jumping from one session to a session, figuring out what is next, you have a real direction to go the same in business.

Erwin de GraveGUEST
If you have the right structure of business, it allows you to free your mind to focus on the delivery because you don't have to worry because the structure, the details and everything is there.

Erwin de GraveGUEST
where we working around on the business sprint we're specifically helping let's build that foundation for your business because when you have it you can focus more on your coaching journey with your clients and work with your clients
28 MINS LATER

Erwin de GraveGUEST
that's the, that's a key change where you, where we look at a definite dimension where you really go, okay, this is really looking at a kind of exit or looking at a certain way that the business can run without me.